If others improve a little, then the company seeking iciban must improve as much or more. Customer satisfaction research should also support iciban. It should indicate a company s position relative to other companies for benchmarking purposes. In this way, customer satisfaction research indicates whether your company is improving or falling behind relative to other American icons and suggests which companies merit emulation and further study. Quality guru Phil Crosby described quality as conformance to customer requirements.
Satisfaction works the same way.
Let the customer tell you what s important and how satisfied they are with your performance. Once importance ratings and satisfaction levels are determined, it becomes simple to prioritize the areas where the most improvement is needed. This is done through Quadrant Analysis or Factor Weighting. Quadrant Analysis is simply a graphical depiction showing all areas of the company plotted according to their importance and performance. Here you stand to gain the most from improvements.