TABLE OF CONTENTS Whether the survey involves interviews or self-completion methods, a large, sometimes very large, volume of questionnaires will be generated. This data needs to be analysed and reported. In this chapter we will cover the techniques typically used to analyse CSM surveys. Charts to illustrate the outcomes will accompany the explanations in this chapter. Any data included in the charts and tables is fictitious and does not apply to any specific organisation. The key points to be covered include:
Computer and software issues.
How to analyse numerical scales.
How to analyse verbal scales.
Identifying priorities for improvement.
Calculating a headline Customer Satisfaction Index.
'Measurement, analysis and improvement' is covered in Section 8 of ISO 9001:2000. The first clause makes the following general comments:
8.1 General
The organisation shall plan and implement the monitoring, measurement, analysis and improvement processes needed
To demonstrate conformity of the product
To ensure conformity of the quality management system, and
To continually improve the effectiveness of the quality management system.
This shall include determination of applicable methods, including statistical techniques, and the extent of their use.
This suggests that the statistical techniques used for analysis of CSM data (see clause 8.4 of the Standard) could be determined by the organisation. However, for most organisations with a customer base of reasonable size, an objective quantitative survey is going to be the 'applicable method'. For organisations with a very small number of customers a more qualitative approach may be justifiable in ISO terms,...
