Survey Analytics 

Purpose

You can use this business process to determine how satisfied your customers are with your company. It enables you, as a provider of products and services, to conduct a survey among your customers to determine their satisfaction. Additionally, you determine the loyalty of your customers towards your company. The level of customer loyalty can be established, for instance, by asking customers whether they would recommend your company to others. Besides the information that you can obtain directly through a survey, you can also find out indirectly what your customers attach greatest importance to, for example the price or quality of your products or the service you provide.

Process Flow

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        1.      Create questionnaire and determine target group for survey (SAP CRM)

You create a questionnaire and the target group for your customer satisfaction and loyalty survey. You use the Survey Tool to create the questionnaire and the Segment Builder to create the target group for the survey.

        2.      Send questionnaire as part of marketing campaign (SAP CRM)

As part of a marketing campaign, you send the questionnaire to the customers in the target group.

        3.      Customer completes the questionnaire and returns it

        4.      System updates questionnaire and survey results (SAP CRM)

The questionnaire and the survey results are entered into SAP CRM, and SAP CRM updates the data in the Survey Tool.

        5.      System updates questionnaire and survey data (SAP BI)

You transfer the survey data into SAP BI by means of data extraction. To do this, you can use the Business Content delivered for the Web Survey.

Transferring the survey data entails two steps:

¡        Transfer questionnaire master data

¡        Transfer survey results (transaction data)

        6.      Calculate importance of subareas (SAP BI)

If your questionnaire contains questions concerning overall satisfaction and satisfaction with subareas (as described in the methodology paper mentioned above), you can calculate in SAP BI the importance accorded by customers to the different subareas. This calculation is made using an analysis process. For further information, see Calculation of Importance.

        7.      Determine the customer satisfaction index and the customer loyalty indexes (SAP BI)

You can do this by using the query Customer Satisfaction and Loyalty Index (0WS_C01_Q0002) in SAP BI.

        8.      Transfer analytical results (SAP CRM)

        9.      Analyze survey results (SAP BI)

You use queries or Web templates in SAP BI to analyze the survey results.

     10.      System updates the satisfaction data (SAP CRM)

You can deploy the insights gained in SAP BI to perform actions in SAP CRM that target unsatisfied customers (such as customers with a particular customer satisfaction index).

 

For further information, see Customer Satisfaction and Loyalty Analysis.