Customer Quadrant: Key to Read Satisfaction

Why do some services leave customers extremely satisfied, while others leave them frustrated? To find the answer, we need to understand the term Customer Windows Quadrant (CWQ).

According to Prof. Dr. Vincent Gasperz, the CWQ is a tool for analyzing customer satisfaction based on what they want and what they get. This system was originally developed by ARBOR Inc., a market research company from the United States. The goal is to help businesses better understand customer expectations and identify areas for improvement or maintenance.

CWQ Quadrants.

The CWQ divides customer experiences into four categories, or quadrants, ranging from the most satisfying to the most disappointing.

Customer Windows Quadrant (Google)

Let's use the example of IndiHome to make it more relatable:

IndiHome, an integrated home internet service from Telkomsel

Quadrant I (bravo): "Great, meets expectations."

Customers want something → get what they expect → are satisfied.

The strategy? Maintain service quality.

Example:

Customers want on-demand video to rewatch shows they missed. IndiHome provides this feature in real time and is constantly updated to keep customers happy.

Quadrant II (attention): "Oh, it doesn't work."

Customers want something → don't get it → disappointed.

The strategy? Immediately improve the service to meet customer expectations.

Example:

Customers need smooth Wi-Fi for work or study, but frequently experience network disruptions. They've paid upfront, but the service isn't up to par → the customer is disappointed and feels like they've lost out.

Quadrant III (don't worry, be happy): "I don't need it and I don't get it, so be it."

Customers don't need something → it's not given → just a simple offer.

The strategy? Can be removed if there's not enough interest.

Example:

IndiHome customers don't care about fashion channels, and IndiHome doesn't offer them. It's not a problem, unless the package remains expensive even though some channels are removed.

Quadrant IV (cut or communicate): "Didn't ask, but got it, not bad."

The customer didn't need anything → but got it → somewhat satisfied.

The strategy? You can continue, but it's best to communicate the benefits to the customer.

Example:

Suddenly, a customer gets free access to a premium channel that was previously locked. Didn't ask, but got it → some are happy, others don't care.

Is CWQ important?

Absolutely yes. CWQ allows businesses to better understand customer desires, so they can:

  • Focus on services that make customers happy.
  • Improve services that disappoint.
  • Cut irrelevant services.
  • Promote services that are actually useful but less well-known.

Essentially, with CWQ, businesses can read customer "codes" more accurately and provide the best experience.

References

González, M. E., Quesada, G., Picado, F., & Eckelman, C. A. (2004). Customer satisfaction using QFD: an e-banking case. Managing Service Quality: An International Journal || Nagendra, P. B., & Osborne, S. W. (2000). Professional services marketing: A house of quality approach. Journal of Professional Services Marketing, 21(1), 23–43 || Pak, R. J. (2016). Combination of importance-performance analysis and response surface methodology for enhancing satisfaction. International Journal of Quality & Reliability Management || Putri, L. M., & Supriyanto, S. (2016). Service Gap Analysis for Outpatients Using Customer Window. Indonesian Journal of Health Administration, 4(2), 117–125 || Raharjo, F. (2009). Study of Factors Considered by Contractors in Selecting Material Suppliers. Civil Engineering Journal, Atma Jaya University Yogyakarta, 7(2), pp-119.

Comments

Post a Comment

Popular posts from this blog

Manager 101: From A to Z

Image
We often hear the term "manager," but what do they actually do? Besides sitting in a comfy chair and signing autographs? In short, managers are the brains of an organization. They create strategies, manage teams, and keep the business running (and profitable). If you're curious about how managers work and what skills they need, let's discuss them! Roles and Skills Required According to Robert L. Katz, managers must have three main skills : Technical skills → experts in their field. For example, accountants must understand financial reports, chefs must be able to cook, etc. This is usually mandatory for lower-level managers. Human-social skills → good communication and leadership skills. Must be able to handle teams, motivate people, and resolve conflicts. This is important at all levels of management. Conceptual skills → able to see the big picture. Must understand how all parts of the company connect to each other. This is especially important for upper-level mana...
Read more

Inside Cisco's Cultural Intelligence

Image
Did you know that 68% of HR professionals worldwide as McKinsey  reports in 2012 are unsure of their own HR strategy? However, if HR management is misguided, team productivity can plummet. Cisco, a global technology company, has successfully addressed this challenge with an interesting approach: Cultural Intelligence (CI/CQ). In this article, we'll explore why CQ can be key to the success of large companies and is also relevant to everyday teamwork. Who is Cisco and its HR challenges? Cisco Systems, Inc. is a global networking and technology giant based in San Jose, California. Originally a router manufacturer, it is now a leader in the networking and cloud solutions industry. Cisco However, Cisco also faces major HR challenges, ranging from mass layoffs, caste discrimination, to a lack of racial diversity . All of this has a direct impact on the company's reputation and performance. Here's why: 1) Mass layoffs in 2016. Cisco laid off 5,500 employees (7% of its total workf...
Read more

New Strength at The Arsenal

Image
This season, Arsenal is a bit different. They're playing in a click, collective, and consistently winning, something I've rarely seen in a long time. Starting with the lineup. Ødegaard, Saka, Martinelli, and Gabriel Jesus up front look like a squad that's been playing together at a professional club for years. At the back, Saliba and Gabriel are a wall that frustrates opponents. Add Zinchenko, Pep's former Manchester City star, who brings a winning mentality to the Emirates. What are Arsenal's league stats? So far, they're 18-2-2 and unbeaten at the Emirates. The Gunners are serious. But the question is, after the 2022 World Cup, can Arsenal maintain their rhythm? Gabi's duo were a dud in Brazil, while Saka and White need to reset their chemistry. With a month off, will the team automatically refresh or will it slacken? Arsenal Dressing Room Arteta's crazy decisions. If there's one thing Arteta has done frequently during his time at Arsenal, it's...
Read more