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Cabarrus County 2010 Community Survey <br />Importance - Satisfaction Matrix Analysis <br />The Importance- Satisfaction rating is based on the concept that public agencies will maximize <br />overall customer satisfaction by emphasizing improvements in those areas where the level of <br />satisfaction is relatively low and the perceived importance of the service is relatively high. ETC <br />Institute developed Importance- Satisfaction Matrices to display the perceived importance of <br />major services that were assessed on the survey against the perceived quality of service delivery. <br />The two axes on the matrix represent Satisfaction (vertical) and relative Importance (horizontal). <br />The I -S (Importance- Satisfaction) matrix should be interpreted as follows. <br />• Continued Emphasis (above average importance and above average satisfaction). <br />This area shows where the County is meeting customer expectations. Items in <br />this area have a significant impact on the customer's overall level of satisfaction. <br />The County should maintain (or slightly increase) emphasis on items in this area. <br />• Exceeding Expectations (below average importance and above average <br />satisfaction). This area shows where the County is performing better than <br />customers expect the County to perform. Items in this area do not significantly <br />affect the overall level of satisfaction that residents have with County services <br />because they are less important to residents. The County should maintain (or <br />slightly decrease) emphasis on items in this area. <br />• Opportunities for Improvement (above average importance and below average <br />satisfaction). This area shows where the County is not performing as well as <br />residents expect the County to perform. This area has a significant impact on <br />customer satisfaction, and the County should increase emphasis on items in this <br />area. <br />• Less Important (below average importance and below average satisfaction). This <br />area shows where the County is not performing well relative to the County's <br />performance in other areas; however, this area is generally considered to be less <br />important to residents. This area does not significantly affect overall satisfaction <br />with County services because the items are less important to residents. The <br />agency should maintain current levels of emphasis on items in this area. <br />The matrices showing the results for Cabarrus County are provided on the following page. <br />ETC Institute (Dec 2010) <br />G -4 <br />