Importance-Performance Analysis
(Attribute Weight vs. Relative-Performance Scores)

The essence of customer value management is to field a product that outperforms the competition on the attributes that matter most to customers. The relative importance of the different attributes is captured by importance weights. Summing to 100%, the weights show which attributes matter most. The attribute-weight quadrant analysis (below) combines information about relative scores and importance weights.

Quadrant Analysis [Diagram]

Yellow line marks weighted center of gravity for relative performance scores

Vertical scale shows importance of the attribute

Performance on important attributes with low relative scores needs fixing

Attributes in the upper right contribute most to your overall performance score

Horizontal scale shows your performance score relative to average competitor

Click on the buttons for explanations of the parts of the diagram.