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Take Action

The Take Action score is calculated based on three elements:

  1. The size of the detractor/ negative vote for a particular factor relative to other detractor / negative votes. The larger the proportion of the total detractor / negative vote, the higher the score.
  2. The gap between the detractor / negative vote for a factor and the promoter / positive vote for that factor. The bigger the gap, the higher the score. So if there are two factors with the same large detractor / negative vote, the one with fewer promoter / positive votes to compensate will be higher up the list of action priorities.
  3. The amount of voting that a factor has received. The more votes the higher the action score will be.

The Action score is expressed in the context of 100%. It is like your customer saying to you: "If you had 100 extra hours to spend in order to make the website or app better, here's how I'd like you to spend them." In the above example, at 21%, the number one factor where the customer would like to see action taken is around making the layout simpler and easier to read. The factor that customers are happiest with is up-to-date information, where there is only a 1% Take Action score.

Each factor is relative to each other factor. So, if Menus and Links gets 30% detractor / negative votes (for "Confusing") and Visual Appeal gets 2% detractor / negative (for "Unattractive"), we can say it's 15 times more important to focus on improving menus and links than visual appeal.

The Take Action score is independent from the overall Customer Centric Index score. (The overall Customer Centric Index score is the sum of all promoter / positive votes.) Even if you have a high Customer Centric Index score, let's say 80%, the Take Action score will evaluate the 20% of detractor / negative voting and point out the remaining areas that most need improvement.

Factor Detractors Promoters Take Action
Up-to-date 1.3 % 3.8 % 2
Accurate 1.9 % 4.4 % 3
Complete 4.4 % 5 % 10
Language 3.1 % 2.5 % 7
Contact 2.5 % 6.9 % 4
Feedback 4.4 % 3.1 % 10
Transparency 3.8 % 6.3 % 8
Ratings 4.4 % 5.7 % 9
Search 5 % 2.5 % 12
Menus & links 5.7 % 4.4 % 13
Layout 5 % 2.5 % 12
Look & feel 1.9 % 2.5 % 4
Speed 2.5 % 4.4 % 5
Customer Centric Index 46% 54% 100%

In the above example, the largest Take Action score is 13 for confusing menus and links. The main reason is because:

  1. At 5.7%, confusing menus and links received the highest negative vote of any other factor.
  2. There is a substantial negative gap between those who voted for confusing menus and links (5.7%) and those who voted for clear menus and links (4.4%).
  3. With a total vote of 10.1%, the customers are saying that menus and links are important to them.
  4. Don't worry about having to do extra work on making the content more accurate or up-to-date. According to the customer, you're doing a great job here. Just keep doing what you're doing.

So, the customer is saying that if you had 100 extra hours to spend on making things better:

  1. Spend 13 on making menus and links clearer.
  2. Spend 12 hours on simplifying the layout.
  3. Spend 12 hours on making the search better.