Customer Satisfaction Dashboards – Your Performance in a Snapshot!

A customer satisfaction survey is an evaluation that any company serious about serving its customers undertakes. Car manufacturers, telecom service providers and white goods manufacturers conduct a customer satisfaction survey to understand where they stand vis-à-vis competition. In addition to that, a customer satisfaction survey also explains the specific parameters that need improvement.

A typical customer satisfaction survey has a few questions that can help you understand where you stand with regards to the performance of your product or the service that your company personnel are giving your customers. And if these few questions are analyzed in the proper manner, they can reveal all that you want to know.

Survey Questions for Customer Satisfaction Survey
Let us review the few questions that you would want a customer satisfaction survey to answer.
  1. What is the overall satisfaction of my customers? How does it compare with the top 2 competing brands?

  2. Are there specific sub groups that are more satisfied with my brand than others?

  3. Has the satisfaction improved over the years?

  4. What are the specific features or attributes that contribute to the overall satisfaction?

  5. How does my brand or company perform on these important attributes or parameters?

  6. What are my immediate action areas to improve satisfaction?
Now let us therefore consider what a customer satisfaction dashboard should look like and the various tabs that it should have to allow you to obtain a complete understanding of the main findings of your customer satisfaction survey.

Constructing Your Customer Satisfaction Dashboard
  • Current overall satisfaction vis-à-vis competition - Here you shall be able to see the overall satisfaction in comparison to competition. This tab also contains displays of subgroups. So if you need to know whether the younger people are more satisfied with your brand than the older ones, you should be able to check this out in the dashboard itself. The same data can be sliced with regards to location, gender and other demographic variables.

  • Customer satisfaction trended - A trend chart showing the manner in which the satisfaction of the customers has decreased or increased over the various waves of the survey is essential too. Here again, you may want to separate the trends by various subgroups that you want.

  • Importance - At a more diagnostic level, there is a need to understand the specific attributes that contribute to overall satisfaction. Here, there are 2 levels at which the data can be viewed. The first is claimed importance that is captured from the respondent. Derived importance is calculated by carrying out a Driver Analysis wherein the satisfaction scores on specific attributes are tallied. Plotted as a 2x2 grid, the specific attributes fall into the following:



  • High Claimed Importance and High Derived Importance – These are the ‘Motivator’ parameters that will increase the satisfaction levels if performance on these is improved.

  • High Claimed Importance and Low Derived Importance – These tend to be the 'Hygienics'. Increasing performance may not result in higher satisfaction but lowering performance may result in a drop in satisfaction levels.

  • Low Claimed Importance and High Derived Importance – These are parameters that are 'Opportunities' and have not yet become as known as Motivators among competition. Caching in on this knowledge and working on these parameters can ensure higher satisfaction in the future.

  • Low Claimed Importance and Low Derived Importance – These are often called the 'Saver' parameters since you can optimize the resources that you spend on these parameters.
Analyzing your performance based on these specific groups of parameters – Motivators, Hygienics, Opportunities and Savers can give you a great idea about the action area that you need to focus on.

Survey software such as Mineful's can help you understand the data in a matter of a few minutes with the help of these powerful survey dashboards that you can automatically create.

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