Key Driver analysis looks at how satisfaction in each area correlates with NPS ratings. This lets you identify which factors have the biggest impact - positive or negative - on overall customer satisfaction.
The higher a driver is on the chart, the higher it correlates with a high NPS rating. Improving satisfaction in areas in the top of the chart should have the biggest impact on improving overall customer satisfaction.
The farther to the right a driver is, the higher its average satisfaction ratings (ratings are collected on a 5-point scale). Items on the left are relative weaknesses, and items on the right are relative strengths.
- Top Right-Key Strengths: higher satisfaction and correlation with NPS relative to other Drivers. These are areas your customers are most satisfied that are having the most positive impact on overall customer satisfaction. Capitalize on these strengths.
- Top Left-Key Weaknesses: lower customer satisfaction relative to other drivers, but still highly correlated with NPS. These are areas your customers are less satisfied that may be dragging down overall satisfaction.
- Bottom Right-Mixed Strengths: higher satisfaction but lower (or negative) correlation with NPS.
- Bottom Left-Mixed Weaknesses: lower satisfaction but lower (or negative) correlation with NPS.
About Correlation Analysis
Correlation is a statistical calculation used to determine how closely two variables are related. Two variables are said to be strongly related if they increase or decrease together. For example, the number of ice cream cones consumed is correlated to the weather. When it is hotter, people eat more ice cream, and vice versa.
However, the relationship may not be perfectly aligned. People still eat ice cream in the winter. And some correlations are stronger than others. For example, the height of children can be correlated to their parents height. To illuminate these difference, the output of the correlation function is a number that ranges from -1 to 1.
If the correlation is near zero, the variables are not related. For example, your NPS score is likely not related to your customer’s first name. However, if the result is close to -1 or 1, the variables are strongly correlated. The Key Drivers chart can be used to determine exactly the strengths of the correlations. The results may surprise you.