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Importance-performance matrix (Stage One (Measures to customers…
Importance-performance matrix
Stage One
Measures to customers
Consistent crucial advantage to customers
Important advantage to most customers
Useful advantage to most customers
Needs to be high industry standard to meet/beat competition
Needs to be around the industry median standard
Needs to be close to the industry standard
Not important but could be in the future
Rarely considered
Never considered
Stage Two
Performance vs competitors
Consistently considerably better than nearest competitor
Consistently clearly better than the nearest competitor
Marginally better than nearest competitor
Often marginally better than most competitors
About the same as most competitors
Often close to the main competitors
Usually marginally worse than most competitors
Usually worse than most competitors
Consistently worse than most competitors
Stage Three
Match performance against characteristics
The 'excess' zone
High performance in customer considered unimportant factors
Use less resource on this?
Trade off for more important focuses
The 'appropriate' zone
Importance matched with relative performance
No current need to make improvements or changes
The 'improve' zone
Competitors are slightly better?
Impact on market share or repeat custom
The 'urgent action' zone
Operation underperfoms
Improvement
Gain customers
Improve competiveness
Consequence: Business lost
Stage Four
Develop improvement plans
Where urgent action needs to be taken
Informs where no change is needed
Where operations performance can be deliberately lowered to save on resource