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

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

3. ……how easy is the brand to See  Access  Buy  Use  Correlate
The Juxt SABUC™ Model

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
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

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
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
The Customer Satisfaction Measuring Schema

8. 8
• 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
The Customer Satisfaction Measuring
Parameters

9. 9
• 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
The Customer Satisfaction Measuring
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)
20 Parameters
21 Parameters
The Customer Satisfaction Measuring
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
16 Parameters +
Specific Usage
Attribute Parameters
The Customer Satisfaction Measuring
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
40 Parameters
The Customer Satisfaction Measuring
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 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

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. Thank You!