When conducting research, you often need to ask many questions to your customers to get to the core of their needs. However, long questionnaires discourage your respondents, and they cannot always express their true feelings or complaints. CYS has developed a method based on the Root Cause Analysis method (RCA) that is used in IT, which makes it very easy to map the drivers of your customers. But it can also be used in employee feedback, or any other target group. How this works, you can read in this blog post. <\/p>\n
Root cause analysis (RCA) is a method of problem-solving often used in IT. You drill down entirely to the real root of a problem. You solve the real problem rather than battling the symptoms, and this way, the most effective solution can be identified and implemented. <\/em><\/p><\/blockquote>\n
Root Cause Analysis in feedback<\/h2>\n
The root cause analysis is a highly valued method to map the drivers behind customer KPI\u2019s. This analysis allows you to get to the core of customer satisfaction problems. It shows you what is driving your customers and gives you a chance to fix what\u2019s wrong. <\/p>\n
How does the Root Cause Analysis work in CYS?<\/h2>\n
Let\u2019s show an example of how it works with the CYS software. Let\u2019s say you are using the KPI Net Promoter Score to measure Customer Experience and want to know, based on the feedback of your customers, what your organization needs to do to improve customer loyalty. <\/p>\n
The NPS questionnaire with root cause most customers of CYS are using look like this:<\/p>\n
\n
- The first question is the KPI question, in this example the NPS question:
\nBased on your experience, would you recommend our product\/service\/company to your friends and family?<\/em><\/li>\n- The second question is an open question and asks your respondents to write down their primary thoughts to substantiate the score they gave for the first question:
\nCan you share with us why you feel this way?<\/em><\/li>\n- In the third question, the ‘story’ is categorized in two consecutive steps:
\nWhich of the factors below best reflects your explanation<\/em>?<\/li>\n<\/ol>\nExamples of Root Cause categories<\/h2>\n
After customers have given your product, service, or company a score (question 1) and written down their main thoughts (the ‘story’) to support their given score (question 2), the root cause categories are listed. Which second category the respondent can choose from depends on the category chosen. <\/p>\n
In a survey among the maintenance department of a car company, for example, the first root causes could be:<\/p>\n
\n
- Maintenance<\/li>\n
- Making the appointment<\/li>\n
- Service<\/li>\n
- Price and invoice<\/li>\n
- Accessibility<\/li>\n<\/ul>\n
When the respondent chooses the category ‘Maintenance<\/strong>‘, the second root causes could be:<\/p>\n
\n
- Quality of maintenance<\/li>\n
- Availability of parts<\/li>\n
- Cleanliness of the car after delivery<\/li>\n
- Speed of service<\/li>\n
- Communication about maintenance<\/li>\n<\/ul>\n
Analysis of the Root Cause<\/h2>\n
Suppose most detractors (respondents who rated the NPS question with a 0 to 5) select ‘Maintenance’ first, and ‘Communication about maintenance’ as the second Root Cause. This means that communication about maintenance is the main driver for customers not to recommend the garage to friends and family. <\/p>\n
Another example: most promoters (respondents who rated the NPS question with a 9 or 10) of store Y select ‘Maintenance’ first, and ‘speed of service’ as the second cause. That means the main driver for loyal customers is the assortment in this store. <\/p>\n
By combining the root cause categories with the ‘story’ from question 2, you know exactly what you can do to increase customer loyalty.<\/p>\n
Up to 64 categories<\/h2>\n
With CYS software, you can define up to eight categories for the first root cause, and up to eight categories for the second root cause. This allows up to 64 categories to be assessed, including the needs per category and even per employee. The priority matrix automatically generates priorities to improve customer satisfaction for all organizational levels. And the open answers help employees understand the customer’s emotion. <\/p>\n
This way, every employee can gain insight into individual customer satisfaction, loyalty, or service orientation every day and follow this up to improve KPIs.<\/p>\n
A daily example of a Root Cause analysis<\/h2>\n
A kitchen manufacturer and retailer in the Netherlands asks for customer feedback at various points in their journey. When making an analysis based on the root cause, there were two clear dissatisfiers: a non-transparent pricing policy and negotiating prices. Therefore, the manufacturer decided to implement a different pricing model with a fixed price. NPS rose immediately and, over time, so did turnover per store. <\/p>\n
Summary<\/h2>\n
Long surveys discourage your respondents and often have a low response rate. Thanks to CYS’s unique root cause analysis, you only need to ask three questions when doing research to get to the core of the needs of your customer, employees, or any other target group. In this blog post, we explain how the root cause analysis helps you to map out exactly what you need to do to increase customer or employee satisfaction. <\/p>\n","protected":false},"excerpt":{"rendered":"
Discover the power of Root Cause Analysis (RCA) in understanding customer needs. CYS offers an effective method based on RCA to delve into what truly drives your customers. Discover the real problems behind satisfaction and loyalty and take targeted action. This method is not limited to customers but can be applied to employees or any target group. Discover how RCA works with CYS software and its potential to revolutionize your understanding of customer satisfaction. <\/p>\n","protected":false},"author":4,"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"wds_primary_category":0},"categories":[],"class_list":["post-5962","article","type-article","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/article\/5962","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/types\/article"}],"author":[{"embeddable":true,"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/users\/4"}],"wp:attachment":[{"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/media?parent=5962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cys.group\/en\/wp-json\/wp\/v2\/categories?post=5962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}