Customer Survey and customer segments

Question

Hi there,

concerning the customer survey:

Does the graphic not imply, that we meet customer demands in the dark area of the illustration, we over perform below the dark area and we under perform above the dark area?

Wouldn't this mean that the points to consider are 1,3,4 and 7 instead of 7, 4 6 and 9? Would furthermore the over performance in sustainability and the under performance in pricing imply that something has to be done about this discrepancy, even if it is just to make customers more aware of this feature?

concerning the customer segments:

since the revenue is only in part due to ticket sales, but also related to the excursions and on board luxury services, how can a rationale decision about the total revenue be made without any comparable data on the customer's spending behavior on board?

Best regards

Answer 1

Hi Jann,

That is incorrect.

Be careful reading a chart how you assume it should be!

Rather, read the labels.

The x-axis clearly indicates our performance. So, as we move to the right, we perform better (2 and 9 is where we perform best). I.e. we overperform on the right side of the chart and we underperform on the left side.

You've also just decided to not read this case! 7, 4 6 and 9 are NOT what we need to consider. The case clearly states we don't care about 5 and 6 because customers don't care about it.

I also don't see where the case says 9 (sustainability) matters…we're good at it but it's not important to customers.

4 and 7 are important because we don't perform well there AND customers care about it.

1 and 3 we already perform well in. Sure, we could do a bit better, but they're not the major focus.

Make sense?

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