The diagram type touchpoint diagram (touchpoints and driving factors) is particularly suited to see what drives the willingness to recommend a company, product, or service in a measurable way without asking too many questions.
The foundation is based on the NPS model where the behavior pattern in relation to the company is captured (Detractors, Passives, or Promoters).
- Detractors or Passives are asked to choose which of the proposed areas can be improved.
- Promoters are asked to choose which area(s) work best from the same areas.
The respondent then chooses the points that affected their experience while not selecting the areas that did not have an impact on them.
The diagram shows both how strong the impact is for an area and whether the impact is positive or negative on the willingness to recommend the company.
- A wide bar indicates that the area has a strong impact on the willingness to recommend.
- A lack or narrow bar indicates that the area has little impact on the willingness to recommend.
- A bar with more green indicates a more positive impact (strength) or more red indicates a negative impact (area for improvement).
Example below: In the image below, you can see that reception treatment has a strong positive impact on the customer experience, price relative to quality mainly has a negative impact, and sauna/relaxation has very little impact on the customer experience.
Strengths of this type of question
- Easy to collect data on many driving factors without asking many questions.
- The respondent does not need to consider areas they do not care about, and they do not rate areas they do not care about, which provides a crisper result.
- Easy to see what works well and what needs attention.
Weaknesses of this type of question
- Hygiene factors are difficult to measure in this way.
- Difficult to interpret changes over time. The diagram only provides a good snapshot.
Considerations
Some areas can only give a negative or positive result. For example, it is not very likely that someone would recommend a hotel because it is clean, while they may very well discourage it because it is poorly cleaned.