Priority Matrix

How to read the Priority Matrix?

When you know the average satisfaction of all aspects on your survey, a question that follows is: 'What should I improve first?'

The Starred priority matrix shows you which aspects have the highest potential for improvement.

To view the priority matrix, go to Analyze > Dashboard > click Starred Matrix in the left navigation bar.

How to read the Priority Matrix?
X-axis: Score
Y-axis: Correlation coefficient - the impact of a particular aspect on the Net Promoter Score.

All aspects are plotted based on their average score and their impact (correlation) on the Net Promoter Score. There are essentially 4 types of aspects in the Matrix, with different activities:

  • Low average score, High impact: Improve
    No way around it, you have to improve these aspects
  • High average score, High impact: Leverage
    These aspects are your strengths. Leverage them, to further differentiate from competitors
  • Low average score, Low impact: Monitor
    These aspects are less important and the average satisfaction is low. No action required, but ask yourself: How much-added value does this question have in the survey?
  • High average score, Low impact: Maintain
    Maintain these aspects and their benefits for your respondents. The impact on NPS is, however, limited.


By hovering over the priorities in the priority list on the right, you can easily see its location on the matrix, the description of the question, correlation and the average satisfaction score.

Note: To be able to calculate the Priority Matrix, you need at least 20 respondents that answered the NPS (or CES/CES2) question and rated a minimum of 3 individual aspects.