Based on the data presented in the case study of the practices used by the Burke Customer Satisfaction Associates to measure the Secure Customer Index (SCI), three major weaknesses can be observed in those practices. The weaknesses include the narrow focus of the questions asked to assess the customer satisfaction and likelihood of repeat business and recommendation to others, the lack of the comparative opportunities for SCI measurement procedures, and the absence of the properly developed system to interpret SCI scale measurement while scales are present.
As stated in the case study, researchers usually resort to both established scales to interpret the SCI measurement results and comparison of those results to reliable figures including the best SCI results, the SCI results of a company’s competitors, etc. Therefore, the points mentioned above can actually be considered weaknesses of Burke Customer Satisfaction Associates assessment process. The first point, i. e. the narrow focus of the questions, is a weakness as it prevents the company from introducing the comparative element into the analysis. The questions asked by Burke Customer Satisfaction Associates’ analysts stress “this” restaurant and do not allow respondents to compare it with other restaurants they attended and levels of their satisfaction in those restaurants.
Accordingly, the lack of comparative opportunities for SCI measurement procedures is also a weakness. If a company needs to assess its customers’ satisfaction levels, it should have some role models or benchmarks according to which the results of the assessment would be interpreted. Burke Customer Satisfaction Associates resort to comparative analysis but they do not include this point into questions asked, which makes the latter narrow in focus and deprived of comparative potential.
Finally, the third weakness is the absence of the absence of the properly developed system to interpret SCI scale measurement while scales are present. This point is a weakness as without the interpretation system for the existing scale it will be impossible to calculate the satisfaction levels from the answers obtained, and the main purpose of the assessment will not be reached.
SCI Scale Measurement
Based on the weaknesses mentioned above, the scale measurement design to be used for SCI measurement should include more possibilities to obtain comparative data from survey respondents and have a clear scale of measurement the respondents’ satisfaction. To achieve the former goal, the questions asked by Burke Customer Satisfaction Associates’ analysts should be modified as follows. To examine overall customer satisfaction, the question should be How satisfied are you by visiting this restaurant and what is your satisfaction level compared to other (name of competitor) restaurant? For assessing the potential for recommendation, the respondents should be asked How likely are you to recommend this restaurant to other people compared to your readiness to recommend another restaurant (name of competitor)? Finally, to see the potential of repeat business, the question should be How likely are you to visit this restaurant again and how likely were you to visit another restaurant (name of competitor) after first attending?
Accordingly, the above questions should have the scale according to which the answers to them will be assessed and then interpreted. Based on the questions and on the assessment purpose, the following scale would fit the survey the best:
How satisfied are you by visiting this restaurant and what is your satisfaction level compared to other (name of competitor) restaurant?
- Perfectly satisfied 5
- Moderately satisfied 4
- Satisfied 3
- Not satisfied 2
- It was awful 1
How likely are you to recommend this restaurant to other people compared to your readiness to recommend another restaurant (name of competitor)?
- Sure to recommend 5
- Likely to recommend 4
- Will consider this possibility 3
- Not likely to recommend 2
- Will not recommend 1
How likely are you to visit this restaurant again and how likely were you to visit another restaurant (name of competitor) after first attending?
- Sure to visit again 5
- Likely to visit again 4
- Will consider this possibility 3
- Not likely to visit again 2
- Will not visit again 1
Accordingly, domination of answers rating from 4 to 5 will be considered success, while dominant rates 1 to 3 will mean failure of the restaurant to satisfy its customers.
Customer Loyalty Index at Burke Customer Satisfaction Associates
Although the SCI measurement techniques used by Burke Customer Satisfaction Associates require some above mentioned improvements, the interpretation of the value this company provides its clients with is rather adequate and understandable. The reasons for such an opinion include the facts that Burke Customer Satisfaction Associates understands why it needs to calculate SCI and Customer Loyalty level, and understanding of goals provides clear focus on their achievement.
Moreover, Burke Customer Satisfaction Associates sees clear connection between SCI scores of customers and their potential loyalty which allows every company working with Burke Customer Satisfaction Associates to plan its strategic development on the basis of Customer Loyalty Index scores. Finally, scholarly research has proven Burke Customer Satisfaction Associates’ policies being useful as the customers with higher SCI and Customer Loyalty Index scores tend to bring more benefit to companies than customers with lower scores.