There are many things you would like to
improve about your organization aren't there? The problem is
that you don't have the resources to tackle all of them right
now, right? Since it is unlikely that you are going to suddenly
get more resources, the challenge to you as a manager is to use
your limited resources where they will do the most good. So how
do you know where they will do the most good? Where can you "get
the most bang for your buck?" One way to figure it out is a key
A key driver analysis,
sometimes known as an importance - performance analysis, is a
study of the relationships among many factors to identify the
most important ones. A key driver analysis can be used in many
applications. One of the most common, and a good example for us
to use, is in the area of customer satisfaction and loyalty.
Finding Key Drivers of Customer Satisfaction
Acme Rocket Company (ARC) operates 12 call
centers and upper management has to set benchmarks for each
center for number of calls per agent per hour and number of
cases resolved on the first call.
know that those are conflicting goals. The harder you push your
agents to increase their calls per hour, the fewer calls they
will resolve on the first attempt. How do you show your boss
that these aren't the right goals? Better yet, how do you learn
what the best metrics really are? You do a key driver analysis.
You prepare the key driver chart and show that to your boss to
prove to him that agent product knowledge is more important, for
example, than how many times the phone rings before an agent
There are many metrics you can measure about
agent performance in a call center that may have some bearing on
customer satisfaction. Some of these include
You can conduct a customer satisfaction survey
and ask your customers how they felt about each of these
qualities of the agent with whom they dealt. At the same time,
you ask them how satisfied they were with the experience.
- Agent technical knowledge
- Agent courtesy and friendliness
- speed with which the call was answered
- number of calls required to get a problem
- Agent's language skill
- Agent's patience
Importance Performance Maps
The beauty of a key driver analysis is that it
can help you understand what your customers feel is important to
them having a good experience with your call center. By doing an
analysis of their answers and correlating their satisfaction
level answer to their rating of each agent performance metric
you can derive which factors have the greatest impact on the
customer's perceived level of satisfaction. You can then plot
this data in a scatter diagram called a key driver chart or an
importance performance map.
A key driver chart plots the results of a key
driver analysis in a graphical format that can be quickly read
and easily understood. Each agent metric from above is plotted
on the graph by its importance to the customers'
satisfaction (on the x-axis) and your performance in that
area on the y-axis.
This generates four quadrants. The most
important is the lower left quadrant. The items plotted here
have high importance to your customers, but your performance in
those areas is low. These are the areas where your action will
have the biggest impact and generate the greatest improvement in
customer satisfaction for the effort expended.
Action Planning from Key Drivers Analysis
The lower left quadrant is the most important
area of the key driver chart. It identifies the key drivers of
customer satisfaction. The key driver chart helps you plan the
action you need to take to improve, but it also tells you what
to not change. The factors that plot in the upper right quadrant
are those that are important to your customers' satisfaction and
are areas in which you are currently performing well. Any
changes you make to fix problems in the lower right quadrant
must not disturb the factors in the upper right quadrant.
For example, if agent product knowledge is a
factor in the lower right quadrant that you need to improve, you
could send your agents to class for one hour per day to learn
more about the product. However, if speed with which the calls
are answered is in the upper right quadrant, you don't want the
extra agent training time to reduce the speed with which calls
are answered, so it may be necessary to work overtime for awhile
or bring in some temporary additional staff.
The factors in the upper and lower left
quadrants are of lower importance to your clients. How well you
perform in these areas will have less impact on your customers'
satisfaction. Don't waste your resources on them.
Manage This Issue
Ask your customer how satisfied they are with the
factors involved with their experience and with the experience
overall. Do the key driver analysis. Plot the results in a key
driver chart and get to work fixing the items in the lower right
quadrant. That will focus your limited resources on the really