Measuring and Visualising Similarity of Customer Satisfaction Profiles for Different Customer Segments

Questionnaires are a common tool to gain insight to customer satisfaction. The data available from such questionnaires is an important source of information for a company to judge and improve its performance in order to achieve maximum customer satisfaction. Here, we are interested in finding out, how much individual customer segments are similar or differ w.r.t. to their satisfaction profiles. We propose a hybrid approach using measures for the similarity of satisfaction profiles based on principles from statistics in combination with visualization techniques. The applicability and benefit of our approach is demonstrated on the basis of real-world customer data.