Call to Action
Research without a call to action may be informative, but not very useful. Kinēsis builds call to action elements into our research design, which provide a road map for clients to maximize the ROI on customer experience measurement.
Typically, our proprietary profit-based tools are the foundation of these call to action elements.
The specific analytical tools chosen depend on your specific requirements. However, in general, our profit-based analysis evaluates the customer experience from both customer and business unit perspectives.
By using proprietary mechanisms built into Kinēsis research design, we can correlate specific behaviors (such as purchase intent and loyalty) observed in the research with profitable customer behaviors. We also determine which elements of the customer experience are key drivers of these profitable customer behaviors.
This approach helps you to focus your training, coaching incentives, and other motivational tools directly on the elements of the customer experience that will produce the largest return on investment. Our analytical methods confirm whether your mystery shop program is aligned with customer expectations and measures the elements most important to the customer experience.
Purchase Intent Analysis
Although results vary from industry to industry and client-to-client, using our proprietary purchase intent analysis, we generally find that the dimensions of the customer experience that most commonly correlate with increased purchase intent and loyalty are empathy (the caring, individualized attention a firm provides its customers) and assurance (the knowledge, courtesy of employees, and their ability to convey trust and confidence).
Loyalty/Return Intent Analysis:
Shoppers will be asked if they had been an actual customer, how the experience in this store influenced their return intent. Using this question, Kinēsis will cross-tabulate positive and negative purchase intent to determine how the responses of mystery shoppers who reported a positive influence on return intent differed from those who reported a negative influence on return intent.
Same-Store Sales Analysis
Shifting from the customer to the business unit perspective, we can correlate service behaviors and mystery shopping scores to specific key business unit metrics such as same-store sales growth. This approach can help you understand how the key customer-level drivers identified previously can translate into quantifiable ROI.
Gap analysis identifies which changes an organization should focus on to maximize customer profitability. In gap analysis, a quadrant chart is used to show how satisfied a customer is with a specific service attribute and how important the customer believes the attribute to be.
When plotted by importance and satisfaction scores obtained in other analyses, attributes form groups, which can be associated with a specific course of action. This approach lets you choose which service attributes to focus on first. For example, attributes with:
- Low satisfaction and high importance scores are major areas of weakness that require immediate attention.
- High satisfaction and high importance scores represent areas of strength to exploit.
- High satisfaction and low importance scores represent minor areas of strength, which can be ignored.
- Low satisfaction and low importance are areas that should be focused on last, if at all.
Voice of the Customer Table
A Voice of the Customer (VOC) table matches key satisfaction attributes to sales or service processes. The VOC approach enables managers to make informed judgments about which business processes will have the greatest impact on improving customer satisfaction and profitability.
VOC tables list the key service attributes on the vertical axis in rank by importance. A complete list of business functions is placed across the horizontal axis at the top of the table.
Our analysts work with managers at your organization to associate each business process with key survey attributes and decide the impact of each process on each attribute.
Kinēsis VOC analysis uses a standardized procedure to convert subjective information (weak, moderate or strong influences on attributes) to a numerical score for each process. These results are designed to help managers identify and focus their attention on business processes most likely to have a positive effect on customer satisfaction.
What is missing is a strategy to transition research into action, and bring the various stakeholders into the research process.