Juxt C Sat Sabuc Model

…… with the brand, and not just with the product Tracking Customer Satisfaction

…… bringing in the ‘brand’ perspective to customer satisfaction studies The Juxt SABUC™ Model

…… how easy is the brand to S ee  A ccess  B uy  U se  C orrelate The Juxt SABUC™ Model

Customer-Brand Interaction

5 distinct ‘stages’ of brand-customer interaction (SABUC)

Creating 5 distinct ‘experiences’ with the brand

Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with the brand

Therefore, any comprehensive customer satisfaction model must track and measure all the 5 experiences with the brand

With customers who are currently interacting with the brand at each of these 5 stages

The 5 Customer-Brand Interaction Stages Touch Points ATL, BTL Media Retail, Product Product Customer Service Retail S ee A ccess B uy U se C orrelate Interaction Stages Pre Purchase Purchase Post Purchase Satisfaction Expectation Experience Milestones Brand Awareness Brand Consideration Brand Purchase Brand Usage Persuasion Conviction Need Relevance Preference Loyalty Brand Relationship

The 5 Distinct Customer Experience Points S ee A ccess B uy U se C orrelate Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Customer Relations noticeable, approachable, appealing, relevant, user identification hassle-free, timely, responsive, need satisfying, consistent User Friendliness Usage Satisfaction Brand Awareness Experience Brand Consideration Experience Brand Relationship Experience Brand Usage Experience Brand Buying Experience

The Customer Satisfaction Measuring Schema Composite S A B U C Index S ee A ccess B uy U se C orrelate Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Customer Relations User Friendliness Usage Satisfaction Brand Awareness Experience Brand Consideration Experience Brand Relationship Experience Brand Usage Experience Brand Buying Experience 16 + Specific product attribute parameters S Index A Index B Index U Index C Index 10 parameters 35 parameters 20 + 21 parameters 40 parameters

The Customer Satisfaction Measuring Parameters

Noticeability of the brand (brand recall level)

Noticeability of the communication (frequency)

Timing of the communication (with need)

Appeal of the brand communication (likeability)

Adequacy of the information (to form an opinion/perception about the brand)

Ease of comprehending key message

Persuasiveness of the brand communication (to create consideration for the brand)

Enhancement of the brand image

Identification with the brand imagery (personality match)

Achievement of brand differentiation

Overall satisfaction experience with brand awareness process

Brand Awareness Experience 10 Parameters

Finding more information about the brand/product (ease, relevance and adequacy of info)

Noticeability/Locating of brand outlet (signage)

Ease of accessing the outlet (distance, parking, approachability)

Physical appeal of the outlet (space, cleanliness, comforts, presentation, product display)

Marketing friendliness of the outlet (range/options, right variants, demo/sampling, POP)

Physical appeal of the staff (appropriate dressing, cleanliness, present-ability)

Marketing friendliness of the staff (approachability, attentiveness, politeness, efficiency,

brand & competitive product k nowledge, responsiveness, persuasiveness, assistance provided,

service orientation/attitude)

Marketing friendliness of the products (looks/design, packaging, key features)

Competitiveness of the products (range, features, usage friendliness, price)

Overall satisfaction experience with brand consideration process

Brand Consideration Experience 35 Parameters

The Customer Satisfaction Measuring Parameters If Installation Required Brand Buying Experience

Availability of the desired/selected variant or model

Full pricing comprehension (explanation, understanding, acceptance)

Appropriateness of the final price (vis-à-vis product value, retail deal)

Adequacy of payment options (range, desired option)

Efficiency of transaction (timeliness, smoothness, staff friendliness/courtesy)

Appropriateness of billing (amount, explanation of terms & conditions, warranty)

Return/Exchange/Refund Policy comprehension (explanation, understanding, acceptance)

Appropriateness of delivery (timely, as per specifications, in proper condition)

Overall satisfaction experience with brand buying process

Convenience of installation time

Punctuality of installation

Physical appearance of installation staff (appropriate dressing, cleanliness, present-ability)

Customer-friendliness (approachability, politeness, efficiency, responsiveness, service attitude)

Knowledge/Expertise of the installation staff

Appropriate installation (in proper working condition, hassle-free installation)

Appropriate product demo (actual demo/walk-thru, explanation of operations, user manual handover,

explanation of key do’s & don’ts, comprehension)

Contact detailing (customer contact/helpline info, complaint process explanation)

20 Parameters 21 Parameters

The Customer Satisfaction Measuring Parameters Brand Usage Experience

Ease of usage (use of product, storage)

Visual appeal (design, finish, colors, fit with status/personality/decor)

Appropriateness of key features (number of features, comprehension of their usage/benefits,

ease of using the features)

Product performance on key attributes (results delivered)

Consistency of performance

Problems faced in usage (frequency, severity, self-repair/recovery)

Quality perception of the product

Value perception of the product

Overall satisfaction experience with brand usage

16 Parameters + Specific Usage Attribute Parameters

Pro-active customer relations (welcome greetings, usage feedback, value-addition/

upgrade/loyalty offers)

Availability of regular parts/refills/rechargeables (ease, timely, range, reasonable cost)

Problem resolution call support (ease of connecting, promptness, politeness, responsiveness,

problem comprehension, forwarded to the right person, problem registration, timeliness, product/

service knowledge)

Problem resolution visit (punctuality of visit, appropriate dressing, cleanliness, present-ability,

politeness, efficiency, responsiveness, service attitude, product/service knowledge & expertise)

Problem resolution (correct & timely identification of problem, adequate resolution of problem,

timely resolution, availability/replacement of required parts)

Service Charges (reasonable, explained adequately, receipt given, warranty honored)

Problem resolution check/confirmation call

Permission marketing (opt-in vs. unwanted calls)

Customer loyalty program (does it exist, customer awareness, membership, perceived benefits,

satisfaction level)

Overall satisfaction experience with customer relationship

Brand Relationship Experience 40 Parameters

Methodology

Important to measure satisfaction levels at each stage of interaction to derive the relevant ‘diagnostics’ for leakages in the brand funnel

For each customer-brand interaction stage, feedback from only those who have interacted with the category at that level in the last 3-6 months

Parameters also rated on their ‘importance’ to customers to facilitate reporting of ‘attribute importance vis-à-vis performance grids’ for key brands in the category

Sampling Intending Non Users Non Intending Non Users Bought in last Y months Not likely to buy in next X months Likely to buy in next X months Bought before X months New Users Old Users Brand Awareness Experience Brand Consideration Experience Brand Buying Experience Brand Relationship Experience Brand Awareness Experience Brand Consideration Experience Brand Usage Experience Brand Usage Experience Quota of total 300 responses per brand (60 x 5 interaction stages) Bought in last X months Brand Buying Experience

Key Analysis & Reporting