Customer Satisfaction and Loyalty Analysis

Purpose

This analytical application enables you to use a customer survey to determine how satisfied your customers are with the products and services offered by your company and how loyal they are to your company. Loyalty is expressed, for example, by whether a customer would recommend your company to others.

For background information about surveys for determining customer satisfaction and loyalty, you can consult a methodology paper located on the SAP Service Marketplace under service.sap.com/crm ® Media Library ® Documentation ® Key Capabilities ® CRM Analytics ® Customer Analytics. The paper suggests which type of questions should be asked or best avoided in a survey.

SAP delivers Business Content for this analytical application as well as examples for the individual functions offered by this application.

This documentation describes how to use the component Web Survey that is available in your SAP BW. Alternatively, you can use the Survey Tool in SAP CRM for this analytical application. You can extract the survey results from your CRM Survey and into SAP BW using the same Business Content as that used by the Web Survey in BW. After conducting the survey, you can perform the other steps, such as calculating importance, in exactly the same way as described here.

Prerequisites

You are assigned to the role Customer Behavior Analysis ( SAP_BWC_CUSTOMER_BEHAVIOR).

Process Flow

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       1.      Creating the survey

First, you use the component Web Survey to create a survey in SAP BW. You later assign a target group and a questionnaire to this survey.

You create the survey from the menu for the role Customer Behavior Analysis under Analytical Applications ® Customer Satisfaction and Loyalty ® BW Survey ® Create BW Survey.

       2.      Creating and assigning a target group

The Web Survey allows you to create a target group directly from the Survey Cockpit by manually listing the individual survey recipients. However, it is more convenient to model an analysis process that then automatically determines the recipients contained in the target group. You can use the Survey Cockpit to import the automatically determined target group and to assign it to your survey.

To create and assign a target group by modeling an analysis process, proceed as follows:

                            a.      In the menu for the role Customer Behavior Analysis, choose Analytical Applications ® Customer Satisfaction and Loyalty ® BW Survey ® Target Group for BW Survey ® Analysis Process for Target Group.

                            b.      Model an analysis process with the data target Target Group (see also Modeling an Analysis Process). The source must contain the characteristic Business Partner (0BPARTNER). If you wish to create your target group with a different InfoObject, you need to check whether you can use automatic extraction into the attribute 0BPARTNER for the InfoObject Recipients (0WS_TAROBJ).

You can use the characteristic itself as a source or one of the queries that the characteristic contains. The delivered template Create Target Group from InfoObject 0BPartner (RSAN_PR_TEMPLATE_SATT_01) shows how such an analysis process could look. You can copy this template and adapt it to your needs.

                            c.      Execute the analysis process. If you execute the analysis process for a target group more than once, the data determined during the previous execution is overwritten.

                            d.      Import the determined target group by choosing from within your survey Extras ® Target Group Hierarchy ® Import from Application.

       3.      Creating and assigning a questionnaire

From the Survey Cockpit, create a questionnaire for your survey. You can also assign an existing questionnaire.

SAP delivers the questionnaire SAP Demo: Customer Satisfaction and Loyalty (SAP_DEMO) as an example of a questionnaire for determining customer satisfaction and loyalty. The methodology paper mentioned above was used as the basis for producing this example questionnaire. The methodology paper contains more information about creating questionnaires of your own.

       4.      Conducting the survey

Conduct the survey by sending the questionnaire to the recipients contained in your target group. It is advisable to request that the completed questionnaire be returned by a specific date.

       5.      Analyzing the survey results

The Survey Cockpit allows you to analyze the survey results. To perform more complex analyses, you can also extract the results using the Business Content for the Web Survey and use all the analysis options offered in the Business Explorer.

       6.      Calculating importance

The extraction also allows you to calculate which questions within a block or in the whole questionnaire are considered of particular importance. You can deduce from this that the topic area dealt with by such questions is likewise considered of particular importance.

To calculate importance, you use an analysis process (see Modeling an Analysis Process) that has as its source a query containing the analysis results. The mathematical function Linear Regression is used to calculate importance and the results are written to the transactional ODS object Results on Importance ( 0WS_O02) as a data target. SAP delivers the analysis process templateCalculating Importance (RSAN_PR_TEMPLATE_SATS_01) for the calculation of importance.

For information about the quality and meaningfulness of the survey results, see the log of the analysis process. The F test tells you the significance of the whole model while the T test tells you the significance of the individual regression coefficients. Moreover, the standard error is given for the entire model and the regression coefficients.

For more information on calculating importance and on the statistical methods for determining quality, see the methodology paper in SAPNet as well as the section Example: Calculating Importance in this documentation.

To create an analysis process for calculating importance, choose Analytical Applications ® Customer Satisfaction and Loyalty ® BW Survey ® Calculation of Importance from the menu for the role Customer Behavior Analysis.

       7.      Calculating customer satisfaction and loyalty index

As a final step, you can use a query to calculate the customer satisfaction index and the customer loyalty index on the basis of answers to questions specifically concerning overall satisfaction and loyalty. The query Customer Satisfaction and Loyalty Index ( 0WS_C01_Q0002) uses the delivered questionnaire to provide an example of how to calculate the indexes.

       8.      Analyzing the results

To analyze all the results from this analytical application, you can use the Web Template: Cockpit – Customer Satisfaction.