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4. Importance-Satisfaction Matrix Analysis (Optional Service Element) <br />The Importance- Satisfaction rating is based on the concept that public agencies and businesses <br />will maximize overall customer satisfaction by emphasizing improvements in those areas where <br />the level of satisfaction is relatively low and the perceived importance of the service is relatively <br />high. Leisure Vision will develop an Importance-Satisfaction Matrix to display the perceived <br />importance of core services against the perceived quality of service delivery. The two axes on <br />the matrix will represent Satisfaction and relative Importance. <br />Leisure Vision and are parent company ETC Institute currently provides this analysis for dozens <br />of governmental organizations. The I-S (Importance- Satisfaction) matrix allows public officials <br />to analyze the survey data as described below. A copy of a matrix is provided on the following <br />page. <br />X Continued Emphasis (above average importance and above average satisfaction). This <br />area shows where the agency is meeting customer expectations. Items in this area have a <br />significant impact on the customer's overall level of satisfaction. The agency should <br />maintain or slightly increase), emphasis on items in this area. <br />X Exceeding Expectations (below average importance and above average satisfaction). <br />This area shows where the agency is performing significantly better than customers expect <br />the organization to perform. Items in this area do not significantly impact the customer's <br />overall level of satisfaction. The agency should maintain or slightly decrease), emphasis <br />on items in this area. <br />X Opportunities for Improvement (above average importance and below average <br />satisfaction). This area shows where the agency is not performing as well as residents <br />expect the agency to perform. This area has a significant impact on customer satisfaction. <br />The agency should DEFINITELY increase emphasis on items in this area. <br />X Less Important (below average importance and below average satisfaction). This area <br />shows where the agency is not performing well relative to the agency's performance in <br />other areas; however, this area is generally considered to be less important to residents. <br />I <br />The agency should maintain current levels of emphasis on items in this area or possibly <br />reduce emphasis. <br />Leisure Vision Project Approach 13 <br />