Customer Satisfaction By Chris Brzenchek & Kevin Drakes
Introduction <ul><li>Business problem </li></ul><ul><li>Collection of Data </li></ul><ul><li>Description of data </li></ul><ul><li>Interpretation of data </li></ul><ul><li>Conclusions & Recommendations </li></ul>
Business Problem <ul><li>Service business has remained constant as compared to 2008 . </li></ul><ul><li>The aerial device repair industry has not realized increased growth as compared to similar markets from contributing factors. </li></ul><ul><li>Copy strategies that have been successful in the automotive repair business . </li></ul><ul><li>(AutoZone Q1 2009 sales increase 8% ,1.45B – Reuters) </li></ul>
Business Problem <ul><li>Customer behaviors have shifted and positively effected the automotive repair market for service providers. </li></ul><ul><li>Repair business for aerial devices should also mirror the increases in automotive market but have not. </li></ul>
Contributing Factors <ul><li>Market conditions – layoffs, cost cutting measures by power companies, municipalities and independent contractors all have a trickle down effect on the service business. </li></ul><ul><li>Customers may be putting off annual services recommended by the manufacturer and only performing repairs needed to keep equipment in working order. </li></ul><ul><li>Do it yourself or fleet mechanics – customers may be opting to have repairs done themselves or in house to reduce costs and to keep employees working. </li></ul>
Contributing Factors <ul><li>Competitors – undercutting of service rates have customers opting to have repairs made by non-OEM (original equipment manufacturer) service providers. </li></ul><ul><li>Customer satisfaction – the shop centers normally conduct larger scale repairs that cost more money and have a longer throughput ,effecting repeat business. </li></ul><ul><li>The only factor we can effectively impact is customer satisfaction ,this is the focus of our study. </li></ul>
Exploration <ul><li>What is the present satisfaction with the servicing of the equipment? </li></ul><ul><li>Do the service department personnel provide adequate customer service? </li></ul><ul><li>What are the areas with the greatest room for improvement and the greatest impact on overall satisfaction? </li></ul>
Data Collection & Preparation <ul><li>Survey & distribution </li></ul><ul><li>- Utilized Likert Scale format for question responses. </li></ul><ul><li>-One open ended short answer question. </li></ul><ul><li>-Ranked responses -#5 Very satisfied (highest) through #1 Very Unsatisfied (lowest) </li></ul><ul><li>-Collected survey data through personal & telephone interviews and emails. </li></ul>
Data Collection & Preparation <ul><li>Survey & distribution-cont’d </li></ul><ul><li>250 surveys distributed ,184 returned ,150 utilized in research </li></ul><ul><li>- Stratified sampling - divided customer base into groups. </li></ul><ul><li>- Random selection -first 30 drawn in order to meet quota per group. </li></ul>
Hypothesis Statement <ul><li>Customers regardless of business sector are satisfied overall with customer service . </li></ul><ul><li>Probability 300 chances (satisfied or very satisfied) in total of 1500 questions = 20% </li></ul>
Question #1 <ul><li>Is overall average repair speed score too low? </li></ul>
Two-Sample Test (low vs. High) HYPOTHESIS TESTS NULL : average repair speed score is not greater than the average of the employee atittude. ALTERNATIVE: average repair speed score is greater than the average of employee atittude. sample means stdev sample size test statistic (obs) (2.681) sample 1 2.626667 0.916271 150 critical measure 1.960 sample 2 2.933333 1.059737 150 std error 0.1143852 |obs| > critical? Accept null # of tails? 2 p-value 0.00734025 -level 0.050 p-value < a-level?
Question # 2 <ul><li>Is phone courtesy important to customer satisfaction? </li></ul>
Regression X= overall satisfaction Y= phone courtesy SUMMARY OUTPUT Regression Statistics Multiple R 0.57209166 high positive correlation coefficient R Square 0.327288868 sum of squared error Adjusted R Square 0.322743522 variability in score as related to x factors Standard Error 0.734446254 how many errors will occur when predicting scores Observations 150 ANOVA df SS MS F Significance F Regression 1 38.84046088 38.84046088 72.00527845 2.05194E-14 ftest good in relation to p values Residual 148 79.83287245 0.5394113 Total 149 118.6733333 Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0% slope Intercept 1.261666091 0.181280198 6.959756809 1.02872E-10 0.90343422 1.619897961 0.90343422 1.619897961 Phone courtesy 0.50172831 0.059127081 8.485592404 2.05194E-14 0.384885957 0.618570663 0.384885957 0.618570663
Question #3 Does good Attitude, and commitment result in happy customers?
Multiple regression SUMMARY OUTPUT Regression Statistics Multiple R 0.750898267 R Square 0.563848207 Adjusted R Square 0.535809877 Standard Error 0.608038927 Observations 150 ANOVA df SS MS F Significance F Regression 9 66.91374619 7.434860688 20.10990724 2.29374E-21 Residual 140 51.75958714 0.369711337 Total 149 118.6733333 Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0% Intercept 0.475689706 0.197891743 2.403787535 0.017535008 0.084447105 0.866932307 0.084447105 0.866932307 Repair speed 0.217420683 0.064344676 3.379000334 0.000942602 0.090207803 0.344633562 0.090207803 0.344633562 Communication -0.07956735 0.062217553 -1.27885696 0.203063207 -0.202574792 0.043440092 -0.202574792 0.043440092 Commitment 0.130131423 0.073484989 1.77085721 0.078760592 -0.015152346 0.275415193 -0.015152346 0.275415193 Response 0.162296705 0.076082429 2.13316935 0.0346548 0.011877659 0.312715752 0.011877659 0.312715752 Timely est. 0.139276258 0.085021795 1.638124177 0.103641382 -0.028816396 0.307368911 -0.028816396 0.307368911 Accurate est. -0.05890626 0.070241558 -0.838623987 0.403109932 -0.197777586 0.079965076 -0.197777586 0.079965076 Tech. Ability 0.139216715 0.083439401 1.668476921 0.097456072 -0.025747461 0.304180891 -0.025747461 0.304180891 Attitude 0.032391038 0.072850247 0.444624967 0.657277399 -0.11163781 0.176419887 -0.11163781 0.176419887 Phone courtesy 0.136335204 0.071984654 1.893948189 0.060294805 -0.005982321 0.278652729 -0.005982321 0.278652729
Question #4 What factors will be the most significant to customers?
Values Row Labels Average of Tech. Ability Average of Phone courtesy Average of Repair speed contractors 2.9 2.7 2.333333333 investor 2.733333333 2.833333333 2.733333333 municipal 2.733333333 2.833333333 2.733333333 phone TV 2.933333333 3.1 2.8 REC 2.733333333 3 2.533333333 Grand Total 2.806666667 2.893333333 2.626666667
What are additional comments regarding the Repair Shop? <ul><li>The leading criticism offered was that the cost of repair and replacement parts was too high. </li></ul><ul><ul><li>Get the price down. </li></ul></ul><ul><ul><li>I shouldn’t have to pay $10,000 for a repair on a truck. </li></ul></ul><ul><ul><li>The price that they charge to send the MST is too high . . .$800! </li></ul></ul><ul><ul><li>When we order a $2 part, we pay $25 or $40 freight charge to get it there. That is way too high. </li></ul></ul>
What are additional comments regarding the Repair Shop? <ul><li>Another criticism heard offered was that parts and service personnel on the phone seem inexperienced and lacking in knowledge. </li></ul><ul><ul><li>Sometimes when I call in for parts, they don’t know what part goes on the equipment. </li></ul></ul><ul><ul><li>Service personnel sometimes are inexperienced in the industry and have difficulty finding the right part. </li></ul></ul><ul><ul><li>Phone personnel needs to be more knowledgeable about the parts on the truck. </li></ul></ul>
Conclusions <ul><li>The factors that had the most impact for all demographics were - telephone communications, time repair took to complete ,and technical ability. </li></ul><ul><li>With all five demographic groups customer satisfaction was slightly below 3 ( neutral) - all customers were dissatisfied overall with shop service . </li></ul>
Recommendations <ul><li>Communication skills training necessary for all employees making direct contact with customers. </li></ul><ul><li>Investigate the issue of repair turnaround time . What are the drivers ( adequate staffing,technical abilities,parts, management)? </li></ul><ul><li>Follow up with a improved survey in future to include pricing questions and eliminate a neutral scale response (39% of data collected was neutral). </li></ul>