Using Key Driver Analysis to Prioritize Improvement Areas with an E-Services Retailer

A Fortune 500 retailer wanted to upgrade their existing online customer satisfaction tracking study with a tool that reliably and continuously monitored satisfaction with each of their five brands in multiple markets worldwide. The client also wanted to identify the key drivers of customer shopping and purchase behavior, and determine the most important aspects of the sites requiring improvement so they could prioritize their efforts.

To address the client’s goals, Rockbridge designed a survey that included overall measures of satisfaction with the online experience and also an evaluation of the websites on a number of service components utilizing the SERVQUAL methodology. The SERVQUAL methodology evaluates how the websites are performing relative to a customer-defined standard, allowing the client to systematically address the areas that are furthest from meeting customers’ expectations without over-delivering.

In addition, Rockbridge performed a key-driver analysis to identify the areas with the biggest impact on loyalty and purchase intent. By mapping the differences between performance and customer expectations with the impact on loyalty, Rockbridge was able to determine which areas to focus resources on. An advantage to incorporating a variety of service components was that additional analysis could be performed to quantify how improvement in individual areas would affect the bottom line by linking the survey data with sales from the client’s data warehouse.

Several additional items were provided to ensure the client was on top of any developing issues on their websites. Rockbridge developed a “Report Generator” that allowed the client to crosstab all questions in the survey by each other and examine the data in a trended manner for all brands and markets. Rockbridge also provided the client with automated delivery of overall satisfaction measures and open-ended comments from shoppers on a daily basis so they had a first-hand account of customers’ perceptions.

The study design and analysis allowed the client to gauge the impact that changes to the websites had on loyalty and purchasing behavior, track website trends over time, and proactively identify and diagnose problems on the websites using real-time data.