Customer Satisfaction Model

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Tracking customer satisfaction with the brand, and not just with the product

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Customer Satisfaction Model

  1. 1. Tracking Customer Satisfaction …….with the brand, and not just with the product
  2. 2. The JuxtConsult SABUC TM Model * pronounced SABAK …….bringing in the ‘brand’ perspective to customer satisfaction studies
  3. 3. The JuxtConsult SABUC TM Model …….how easy is the brand to See Access Buy Use Correlate
  4. 4. 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
  5. 5. The 5 Customer-Brand Interaction Stages Touch Points ATL, BTL Media Retail, Product Product Customer Service Retail See Access Buy Use Correlate Interaction Stages PrePurchasePurchasePostPurchase SatisfactionExpectation Experience Milestones Brand Awareness Brand Consideration Brand Purchase Brand Usage Persuasion Conviction Need Relevance Preference Loyalty Brand Relationship
  6. 6. The 5 Distinct Customer Experience Points See Access Buy Use Correlate 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
  7. 7. The Customer Satisfaction Measuring Schema See Access Buy Use Correlate 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 Composite S A B U C Index 16 + Specific product attribute parameters S Index A Index B Index U Index C Index 10 parameters 35 parameters 20 + 21 parameters 40 parameters
  8. 8. 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
  9. 9. The Customer Satisfaction Measuring 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 knowledge, 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
  10. 10. 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) The Customer Satisfaction Measuring Parameters 20 Parameters 21 Parameters
  11. 11. 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 The Customer Satisfaction Measuring Parameters 16 Parameters + Specific Usage Attribute Parameters
  12. 12. • 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 The Customer Satisfaction Measuring Parameters 40 Parameters
  13. 13. 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
  14. 14. Sampling Intending Non UsersNon 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
  15. 15. Key Analysis & Reporting • Brand funnel with leakages at each of the 5 stages of customer-brand interaction (+ reasons of leakages at each level) • Satisfaction scores at each of the 5 stages of brand experience - individual S,A,B,U,C index scores • Overall satisfaction with the brand (composite SABUC index for the brand) • Brand performance on individual parameters/attributes vis-a-via the importance of these parameters/attributes (S, A, B, U, C grids)
  16. 16. Thank You!

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