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

Authors:
Frank Klawonn;Detlef D. Nauck;Katharina Tschumitschew
Affiliations:
Department of Computer Science, University of Applied Sciences, Wolfenbuettel, Germany D-38302;BT Group, Chief Technology Office, Research and Venturing Intelligent Systems Research Centre Adastral Park, Ipswich, UK IP5 3RE;Department of Computer Science, University of Applied Sciences, Wolfenbuettel, Germany D-38302
Venue:
HAIS '09 Proceedings of the 4th International Conference on Hybrid Artificial Intelligence Systems
Year:
2009

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Abstract

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.