Importance-Satisfaction Matrix Analysis
The Importance-Satisfaction rating is based on the concept
that public agencies will maximize overall customer
satisfaction by emphasizing improvements in those areas
where the level of satisfaction is relatively low and the
perceived importance of the service is relatively high.
ETC Institute developed an Importance-Satisfaction Matrix
to display the perceived importance of major services that
were assessed on the survey against the perceived quality
of service delivery. The two axes on the matrix represent
Satisfaction (vertical) and relative Importance (horizontal).
The I-S (Importance-Satisfaction) matrix should be
interpreted as follows.
- Continued Emphasis (above average importance and above
average satisfaction). This area shows where the City is
meeting customer expectations. Items in this area have a
significant impact on the customer’s overall level of
satisfaction. The City should maintain (or slightly increase)
emphasis on items in this area.
- Exceeding Expectations (below average importance and
above average satisfaction). This area shows where the
City is performing significantly better than customers
expect the City to perform. Items in this area do not
significantly affect the overall level of satisfaction that
residents have with City services. The City should maintain
(or slightly decrease) emphasis on items in this area.
- Opportunities for Improvement (above average
importance and below average satisfaction). This area
shows where the City is not performing as well as residents
expect the City to perform. This area has a significant impact
on customer satisfaction, and the City should DEFINITELY
increase emphasis on items in this area.
- Less Important (below average importance and below
average satisfaction). This area shows where the City is not
performing well relative to the City’s performance in other
areas; however, this area is generally considered to be less
important to residents. This area does not significantly affect
overall satisfaction with City services because the items are
less important to residents. The agency should maintain
current levels of emphasis on items in this area.