On the other end you've got, which one of these dimensions or drivers

actually cause customer satisfaction to move up and down and by how much?

So these are the estimates we have here.

Now if you look at this diagram, we got two things.

We got things inside circles and we have little numbers next to arrows.

So here's what these things are, the numbers in a circles, that tells you how

is this company doing on a 0 to 100 scale in that dimension, 100 being the highest.

Right, so if I get a 70, I'm doing 70 out of 100.

If I get 80 on that dimension,

I'm doing 80 out of 100 where 80 says I'm doing better.

The numbers next to the arrows, those are the coefficients from a regression model.

Basically, what it says is if I can increase the score on those drivers to

the left by one unit, here is the impact I'm gonna have on my dependent variable.

Either on customer satisfaction or if I'm estimating economic outcomes, here's how

a one unit change in satisfaction impacts these economic outcomes.

So here's an example.

If you take those numbers, if you increase the relationship score by ten.

What these says is the customer satisfaction scores gonna increase by 3,

right, you take that 0.3 times 10, so it's gonna go up by 3.

Now if I can increase my customer satisfaction score by 3,

what does predicts is it's gonna increase my retention score by 3, or from 73 to 76.

Now based on that, if I can figure out what's the financial benefit from

keeping a customer, I can come up with a financial model.

Now again, if you go back to the diagram, something I always ask my students is

if you had a dollar, where would you invest it, given this?

Now a lot of times what people say is, well invest it in trust because that

coefficient, that number next to the arrow, is biggest for trust.

It's 0.8 which says if I could increase my trust score by 1 point,

my customer satisfaction score is gonna go up by 0.8.

That seems to make sense, but then the question is do you really believe you

can increase your trust score by one point, or

ten points, and how much is it going to cost you?

It may be the case, remember, these are personal computers,

they trust you as much as they're gonna trust you, okay.

They don't trust anybody perfectly, it may be extremely hard to move the trust score

above 0.8 where you're already doing fairly well.

It also maybe really expensive.