What is the Momentum Matrix?

The Momentum Matrix is a customer experience framework which can be used to determine if customers are seeing any improvement in the service they receive.

In working with the Momentum Matrix you can also determine the Momentum Score which can be used as a direct measure of the proportion of customers giving strong satisfaction scores and / or those seeing improvements.

The Momentum Matrix can also be used as a framework for driving action, it is very effective in determining which customers need to be contacted most urgently.

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Using the Momentum Matrix

The Momentum Matrix uses two very simple questions:

  1. Overall, how satisfied are you with [Company X] on a scale of 1 to 10, where 1 is not at all satisfied and 10 is extremely satisfied?
  2. In the past 12 months, would you say that [Company X] has…improved a lot, improved a little, not changed, has got a little worse, has got a lot worse?

By using the answers to these two questions each customer can then be plotted onto the Momentum Matrix, and the framework is made up of the following 4 quadrants:

  • Continue: Customers with high satisfaction levels who have seen progress or no change in the service
  • Reassess: Customers with high satisfaction levels who have seen some signs of deterioration in the service
  • Monitor: Customers with current low satisfaction levels who have seen some signs of progress in the service
  • Act Now: Customers with current low satisfaction levels who have seen no change or signs of deterioration in the service

 

The Momentum Score

The Momentum Score is calculated by taking the proportion of customers in the Continue quadrant.

The best way to measure the Momentum Score is to do so over time and an increase in the Momentum Score would conclude that a business has improved the customer experience it provides. Best-in-class businesses have achieved a score of 90% in the past.

satisfied customers

 

Driving action

The Momentum Matrix can also be used to drive action and different implementation plans can be created depending on a customer’s positioning on the framework.

It is also a good proxy in determining which customers you need to close the loop on most quickly. Our recommendations on this urgency and the types of questions to be asked during these conversations are included in the summary table.

Quadrant Urgency of closing the loop Conversation to be had
Act Now ✔ ✔ ✔ Why are customers not satisfied?
Reassess ✔ ✔ What negative changes are customers noticing?
Monitor ✔ What positive changes are customers seeing?
Continue ✔ Why are customers highly satisfied?
 

Further Reading on Customer Research

 
What are customer experience metrics?
 
What is customer journey mapping?
 
How can I improve my NPS?
 
What is path to purchase research?
 

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