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FLASHcube™ Customer
Needs Analysis
One
of the most compelling benefits of the FLASHtrack
System™ is Campbell Rinker’s
FLASHcube customer needs analysis.
With
this analysis, you will learn...
- Which
service traits must be improved
- How
much improvement is necessary for optimum
return
- How
your revenue is likely to grow when your
satisfaction
scores
improve
It
all starts with the questionnaire.
Embedded
in the postcard
are questions that Campbell
Rinker uses to reveal
how important
each one of the rated
characteristics is to
your respondents.
Why
not simply ask the respondents?
Quite
simply, importance ratings that are
derived by statistical
modeling are
more accurate than
ratings stated
by respondents. Studies by customer
satisfaction
experts have concluded
that statistical
analysis of customer
satisfaction
levels against other measures
is a more accurate
method for identifying
which service
traits are important.
This is
the
approach of Campbell
Rinker in FLASHcube.
The
FLASHcube Process
Using
the powerful data from the
FLASHtrack System,
we
conduct a
rigorous
analysis of customer
responses. We
examine responses from all purchasers
within a
particular product
category
to provide more
reliable answers, and we test
the validity
of the answers
we get to
confirm our initial results. This
analysis
helps us
determine the service
traits that are
most important
to your customers, without
them ever
having to answer a
question about importance.
Once
Campbell Rinker derives
the importance
weights
for each
service trait, we plot
your organization’s
results on
a four-cell chart
we call FLASHcube.
At
a glance, this simple quadrant chart illustrates
key facts about your customer’s order experience…
- Critical
Needs: Pivotal service issues that are important
but remain unsatisfied
- Key
Wants: Service traits your organization
must keep doing well to maintain customer
loyalty
- Perks: Areas where your organization delivers
more than what the customers
need
- Peripherals: Items that are unimportant and
evoke low satisfaction ratings
With
your organization’s personalized
FLASHcube report, you will be able to identify
what service
traits you must improve, and
by how much, in order to lift your customers’ likelihood
to repurchase to the next level.
That
might be enough of a benefit to justify
a FLASCHcube analysis.
However,
Campbell Rinker
takes the report to the next
level by using your organization’s
data to forecast the impact of
higher satisfaction on your bottom
line.
Once
we understand which service factors are most
important, we
add other key
factors into
the model. The result is a
compelling tactical strategy for successful
customer service. In
this format, FLASHcube identifies
the likely increase in revenue
as a result
of lifting
specific, important service
traits.
With
FLASHcube as a guide, your organization can...
- Target
specific customer satisfaction issues for
action
- Establish
specific productivity goals based on customer
feedback
- Manage
your processes with measurable outcomes in
mind
All
of this helps your organization become better
at what you do. Both
your customers
and your
organization are winners.
With
each purchase of a FLASHcube report, your organization
receives
a customized
FLASHcube
quadrant, a detailed table forecasting
the likely outcome of improved
satisfaction ratings,
and
text explaining the results and
the implications for your organization.
Return
to the FLASHtrack main page
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