Final answer:
A business case supporting the improvement of customer satisfaction would use a cost/benefit analysis to compare marginal costs to marginal benefits, including direct and indirect factors. It involves gathering stakeholder information and conducting root cause analysis, then presenting this analysis to management to demonstrate the expected value of the initiative.
Step-by-step explanation:
A business case can guide the analytics team in proposing ways to improve customer satisfaction by quantifying the value of making such improvements without requiring substantial financial investment. The business case should perform a cost/benefit analysis, comparing the marginal costs and marginal benefits of potential solutions. This involves listing all the costs of a decision—including money, effort, and other sacrifices—against the anticipated benefits such as increases in customer satisfaction, retention, and potential revenue.
The key steps would include gathering information from stakeholders, conducting a root cause analysis to pinpoint the exact issues affecting customer satisfaction, and considering internal feedback as well as suggestions from front-line staff. Graphical representation, like a T-chart, helps in visualizing the costs on one side and the benefits on the other, making the decision-making process clearer and more structured.
By presenting this careful, thorough analysis to top management, the analytics team can prove their initiative is worthwhile, showing tangible value while minimizing risks, and thereby potentially securing the necessary support and investment.