Applications of IT in Research
Key Driver Analysis
Key driver analysis is a statistical technique, which is used for measuring the impact of underlying factors on the overall view of a topic.
For example, it can identify which elements of customer care have the most influence on overall opinions of a service. The elements with the most impact are called “key drivers” of service satisfaction. The results help managers highlight marketing and development priorities.
Client example
Our client, a major mobile phone operator in a number of countries, wanted to identify those areas of service with the greatest impact on customer satisfaction and spot opportunities for improving competitive performance in these areas.
A telephone survey of client and competitor customers was used to gather data for Key Driver Analysis. The following service attributes were tested:
- Network performance
- Billing/payment arrangements
- Customer services
- Operator shops
- National and international roaming support
It was found that different service characteristics were important in different markets. For example, network performance was found to have a high impact on overall satisfaction everywhere. However, in Switzerland network coverage was the strongest driver of performance, but in the Dominican Republic immediate connection and speech quality had a greater impact.
Client and competitor results were plotted together as shown below:
The client was able to use these (and other) insights to identify competitive weaknesses and plan service improvements.
Click here to enquire about our IT services >>
Alternatively, contact Marketing on 020 7675 1151 or e-mail website@orc.co.uk
