The Leader in
Customer Satisfaction Management
Applying the American
Customer Satisfaction
Index
Customer Satisfaction
• Who Cares?
• Who Should Care?
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www.ForeSeeResults.com
The Citizen is in the
Driver’s Seat
• The Internet has put more power
into the hands of the Citizen
Citizen
Power
Internet Delivery
Web Site
Power Traditional Delivery
Ease of Switching
Intensity of Competition
Degree of Choice
•Channel Competition 3
www.ForeSeeResults.com
Evolution of Web Measurement
Traditional Metrics Add Value, But Not The Complete Picture
Results-Driven and
Forward Looking
Satisfaction
Management System
Click
Stream ACTIONABLE
Basic Understanding METRICS
Analytics
Of Behavior and Usability
Satisfaction Opinion Testing
Surveys
Entry-Level Web Unique
Page Visitors
Measurement Views
Data Hits
MATURITY OF THE INTERNET
“Customer Perception is all that 63% Of Companies Are Not Satisfied
matters…” With Their Existing Metrics
Tom Peters, In Search of Excellence “How to Measure What Matters”
www.ForeSeeResults.com Forrester Research, 2001 4
Measure What Matters:
Customer Satisfaction
• We Can’t Manage Without Measurement
• What We Measure Determines What We
Do (Resource Allocation)
• The Quality Of Our Measurements Has A
Significant Effect On Financial
Performance
• Customers Are Your Most Important Asset
• Customer Satisfaction Can Be Measured
And Managed
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www.ForeSeeResults.com
What We Don’t Want
• Measurement noise
• Unknown relevance
• Data pattern causality
What We Do Want
• Measurement precision accuracy, reliability
• Causal evidence
• Multi-channel measurement
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www.ForeSeeResults.com
The ACSI
• The #1 National Economic
Indicator Of Customer Satisfaction
• Compiled By The National Quality Research
Center At The University Of Michigan Since
1994
• Measures 30+ Industries, 200+ Organizations
And Almost 1/2 Of The U.S. Economy
• An Advanced Computation Methodology
That Quantifiably Measures And Links
Satisfaction Levels To Performance
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www.ForeSeeResults.com
American Customer
Satisfaction Index (ACSI)
• Measure
– The elements that drive satisfaction
– Satisfaction
– Future behaviors
• Reliable
• Accurate
• Precise
• Predictive
• Causal Relationship
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www.ForeSeeResults.com
The ACSI
A Rising Voice in Government
• Coverage of federal government
expanded in 1999 to over 50 agencies
under sponsorship of President’s
Management Council
• Published report in December
• Offline measurement
• Online measurement
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A Partnership for Success
• American Customer Satisfaction Index
(University of Michigan)
The standard for measuring Customer Satisfaction
• Federal Consulting Group
Serves as Executive Agent for the American Customer
Satisfaction Index (ACSI) -- Holds OMB generic
clearance and streamlines procurement process
• ForeSee Results
A leader in Customer Satisfaction, utilizing the American
Custome Satisfaction Index methodology, helping clients
to optimize investments and maximize the success of their
web initiatives
• Government Agencies
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www.ForeSeeResults.com
Government Agencies
• Agencies get direct feedback from customers to
drive improvement
• Management can effectively leverage scarce
resources based on customer needs
• Management can identify gaps between
customer expectations and their perceptions of
actual service
CUSTOMER • Management can focus on agency outcomes and
SATISFACTION benchmark against best practices
ACHIEVEMENTS • Agencies Compliant with Congressional and
Administration mandates
• Benchmarking capability
• Gold standard metric
• Ideal for Balanced Scorecard reporting 11
www.ForeSeeResults.com
Applying the ACSI to Web
Customer Satisfaction:
Measuring Success–Managing Satisfaction
Customer Satisfaction Management System
1. Voice of Customer 2. Methodology-Driven 3. Financially-Driven
(V.o.C.) Technology Impact Analysis Strategic Guidance
-Live Responses -Cause and Effect System -Prioritization Mapping
-Model Questions -Competitive Benchmarking -Financial Affect
-Custom Questions -Market Segment Analysis -Progress Monitoring
-Non-Invasive -Monitoring and Reporting -What If Analysis
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www.ForeSeeResults.com
A Case Study in
Customer Satisfaction
Diane Castiglione
Director of Recruitment
U.S. Department of State
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www.ForeSeeResults.com