Date post: | 30-Jun-2015 |
Category: |
Business |
Upload: | krysalis-consultancy-services-pvt-ltd |
View: | 190 times |
Download: | 0 times |
- Voice of Customer Study
Krysalis Consultancy Services Pvt. Ltd.
Customer Satisfaction StudyUnderstanding the customer
- Demographic profiling- Important findings
Customer satisfaction Index- Defining CSI- CSI scores across region, application, etc.,
Importance vs Satisfaction- Importance vs Satisfaction Grids- Components of Importance and satisfaction
Satisfaction scores – v/s competitionMarket share InfluencersVulnerability index (index of vulnerable customers)Creation of a strategy map
Krysalis Consultancy Services Pvt. Ltd.
Focus Areas• How is the product category viewed by
the customers• Importance of the category for the
customer • Importance of brand name in the
category
• Needs/requirement for which the product is utilized
• Extent of usage of the product• Specific requirements from the product• Evaluation parameters for the product
category• Evaluation on all parameters such as:
– Product– Price– Distribution– Service
• Engagement of the customer with the brand
• Association of customers with the brand
• Association of customers with competition brand
• Willingness to experiment with brands• Reasons for choosing brand.• Reasons for rejecting brands.• Brands featuring in the consideration
set• Perception of the brand• Difference between image and
perception• Strengths and weakness of the brand
from customer’s perspective• Depth of usage
Krysalis Consultancy Services Pvt. Ltd.
Illustrative examples of some of the outputs generated in Customer Satisfaction studies
Krysalis Consultancy Services Pvt. Ltd.
Methodology
• 5 point scale for rating attributes
Exceeds expectations
Always meets expectations
Just meets expectations
Occasionally meets expectations
Never meets expectations
54321
Krysalis Consultancy Services Pvt. Ltd.
Methodology II
The following criteria is used to group “Satisfied” and “Dissatisfied”customers
54321
SatisfiedDissatisfied
Rating
Krysalis Consultancy Services Pvt. Ltd.
Overall Satisfaction Index
75.9
73.5
71.1
73.6
67.8
64.2
76
78
0 25 50 75 100
Brand X
Brand Y
1998
2000
2003
2004
Increase in Overall Satisfaction index for Brand X by close to 5index points
ILLUSTRATIVE
Krysalis Consultancy Services Pvt. Ltd.
Satisfaction Scores
3
3.5
4
4.5
5
Qua
lity
Dur
ability
Pkg.
Rang
e
Dem
and
Value
for mon
ey
Aes
thet
ics
Resp
. to
enq
.
Joint visits
to cu
st. by
SOs
New
Prd
. Dev
.
inst
allation
sup
port
Supp
. du
ring
Tec
h
Ava
il. of Ca
talogu
es
Complet
enes
s of
doc
.
Shar
ing of
tec
hnical in
form
ation
Time
take
n fo
r co
mplaint
red
ress
al
New
pdt
intr
oduc
tion
Trg. to Dea
ler sa
les te
am
Timely
Deliver
y
Regu
larity
in S
upply
Paym
ent te
rms
Lead
tim
e fo
r or
der ex
ecut
ion
Co. po
licy
on d
ealers
hip
Fairne
ss
Pref
. of
cus
t.
Co. Im
age
Brand X Brand Y
Brand X rated significantly higher than Brand Y on product quality, durability and aesthetics
ILLUSTRATIVE
Krysalis Consultancy Services Pvt. Ltd.
Importance to Satisfaction Comparative Grid
3.50
3.75
4.00
4.25
4.50
4.75
5.00
Sat
isfa
ctio
n
Sales/After sales
support
Image
Commercials
Delivery
3.50 3.75 4.00 4.25 4.50 4.75 5.00
Importance
Strengths
Concern area
Sales /After sales are borderline- need action
ILLUSTRATIVE
Krysalis Consultancy Services Pvt. Ltd.
Overall Measures
OVERALL SATISFACTION
4.31
4.49
0 1 2 3 4 5
Brand Y
Brand X
Yr-2004
BRAND LOYALTY
4.58
4.38
0 1 2 3 4 5
Brand Y
Brand X
Yr-2004
BRAND ADVOCACY
4.5
4.77
0 1 2 3 4 5
Brand Y
Brand X
Yr-2004
VALUE FOR MONEY
4.61
4.33
0 1 2 3 4 5
Brand Y
Brand X
Yr-2004
ILLUSTRATIVE
Krysalis Consultancy Services Pvt. Ltd.
Perception matching between dealer and customer on what is important
3.5
4
4.5
5Product Quality
Sales/After sales support
ImageDelivery
Commercials
Customer
Dealer
ILLUSTRATIVE
Krysalis Consultancy Services Pvt. Ltd.
Vulnerability Index
3 22 10
0% 20% 40% 60% 80% 100%Pe rc e nta ge of c ustome rs
High
Medium
Safe
DEGREES OF VULNERABILITY
Inferences:
3 Highly vulnerable customers.
22 Medium vulnerable customers
10 Safe customers.
8.5% 62.9% 2.9%
ILLUSTRATIVE
Contact Us