Customer Satisfaction Tools

The Dunvegan System™ of designing and implementing a customer retention program consists of multiple components such as data collection and analysis software, reporting systems and proprietary measures and metrics for collecting and analyzing customer retention data. Over the years, we’ve built these tools to address the precise needs of our clients and to enable us to extract the most amount of value from customer satisfaction measurement data.

Our customer satisfaction tools include:

The Dunvegan Affinity Rating™ (The DAR™)

The Dunvegan Affinity Rating™ (DAR™) is our proprietary measure of the strength of the bond between a customer and the company that serves them. The DAR™ can range from a high of AAA to a low of F for any individual customer; when aggregated across customers, The DAR™ provides an overall rating for the company.

While it’s become trendy to conduct online surveys and tabulate results into single-variable indices, these methods offer little proof of their ability to inform broad-scale changes that will increase customer retention and help rescue customers at risk of defection. The DAR™ evolved based on The Dunvegan Group’s experience over two decades of customer satisfaction research and direct application to client projects; it is an early warning indicator of dissatisfaction with service and provides the foundation for intervention and customer retention.

The DAR™ differs from many other Key Performance Indicators of customer satisfaction/retention because it measures:

  • multiple facets of the relationship between a customer and the company that serves them

  • anticipated behaviors – what the customer will do rather than how they feel (i.e., their satisfaction level with a company)

  • perceived performance relative to the competition

  • consistency of customer perceptions (in this respect the DAR™ is unique among Key Performance Indicators)

The DAR™ ‘looks’ different from other measures because it is reported as a letter rating with a subscript (Key Performance Indicators are usually reported as a number). It is the platinum indicator for predicting customer retention because it indicates what your customer “will do about” their perceptions of and feelings towards your business.

In our first year working with a new client, we establish a baseline DAR™. We then work together to “Raise the DAR,™” using the customer satisfaction measurement data to inform decisions about how to improve customer experience and retention.

The Dunvegan Dashboard™

The Dunvegan Dashboard™ is our customer satisfaction software solution that allows you to monitor customer feedback in real time as we interview your customers and collect data. With the Dunvegan Dashboard™ you can drill down to specific customer interviews or create reports that aggregate data from a particular division or geographic area. We’ll personally alert you to critical-response issues and advise you on how to respond. Our customer satisfaction consultant team will provide high-level reports that provide insights and recommendations that may be missed by statistical overviews. The Dunvegan Dashboard™ may be integrated with Salesforce.

The Dunvegan Ratio™

The Dunvegan Ratio™ is a measure of rescued business, measuring the dollars retained as a direct result of having the information necessary to address the customers’ issues resulting in retained and renewed business. In essence, you can measure the ROI of investing in our services.

The Dunvegan Ratio™ = $Rescued : $Spent on our services.

With careful implementation of a customer satisfaction measurement program under our guidance, a typical ratio for our clients is more than 10:1 and it is sometimes as high as 60:1.