Customer Satisfaction Survey ( CSS) is a widely used Management tool to gauge the customers’ view of products and services of a company and identify areas of strengths and weaknesses and thereby formulate strategies to address the same. CSS are done on multi-dimensional aspects of the Company consisting of various customer touch points and value proposition. Traditional Customer Satisfaction Surveys treats each of the variables with equal weight and as independent variable. However, the truth is that variables are neither equally weighted nor independent. This paper proposes a different methodology of analyzing Customer Satisfaction Survey feedback considering relative weight and interdependency of the variables. Further it proposes to show how the resulting insight can be used for creating more effective strategies for better performance in areas that really matters to customer.For the purpose of this paper, we will be focusing on B2B organizations.

1. A ROBUST APPROACH TO EVALUATE . . .
CUSTOMER
SATISFACTION
Presented By: Mr S. Medhi

3. Customer Satisfaction
Why Measure Customer Satisfaction ?
- Identify whether product or service meets or surpasses expectation
- Identify detractors and potential advocates
- Measure and control the dissatisfying touch points
- Integrating customer insights with company efforts can impact success and sustainability
- Benchmarking with competition and best in class anlaysis
Businesses exist to offer
product & services to the
market and earn profit
Maintaining customer
relationship is the
core of any business
Interface / Touch Points
 Presales
 Order Execution
 Quality of product/service
 Delivery & Distribution
 After sale service
CUSTOMER SATISFACTION ?

4. 1Selection of
Customer
Statistically Significant
sample size across
 Geography
 Application segment
 Product type
 Exclusive /
Multibrand/potential
3Developing
discussion
guidelines
Under every main
parameter Sub
parameters are
developed
Existing Approach - Measuring Customer Satisfaction
2Selection of
Parameters
Evaluation on touch points
 Presales
 Order Execution
 Quality
 Cost
 Delivery
4Interview
with Customer
 Face to Face
 Telephonic
 Online
5 Analysis
of customer
response
Average of
subparameters to
get over score of
main parameter
6 Overall
satisfaction
index (OSI)
Average of all
main parameters
to arraive at
overall score
7 Benchmarking
OSI vis-à-vis
competition
Similar approach is
adopted for analyzing
competition score
Areas highlighted in red are further described in next slides

5. Existing Approach
Selection of Parameters to Evaluate Satisfaction
Presales
Accessibility of marketing personnel
Understanding of your suggestions (Ability of personnel to incorporate suggestions)
Behavior of sales personnel
Quotation submission – Quality / Time / Completeness / Technical documents
Follow ups / continuous interactions (Quotation follow-up & Frequency of customer visits)
Interaction during complete execution of sale (Technical knowledge of the sales team)
Brochures and sales materials, technical presentations
 Survey questions are designed to extract extend of customer satisfaction on parameters like Presales, Order
Execution, Quality, Delivery and after sale services.
 Questions are also to extract the importance (impact on decision making) of these parameters
 Questions are also asked to compare performance with competitors
 Standard deviation represents the additional tool to understand distribution pattern
WoW
1 2 3 4 5 6 7
Differentiator Must
Have
10
Dissatisfied
1 2 3 4 5 6 7 8 9
Satisfied Truly
Satisfied
Satisfaction scale Criticality of Factors
Main Parameter Sub Parameters

6. Existing Approach - Analysis of Customer Response
Satisfaction
1
Satisfaction
2
Satisfaction
3
Satisfaction
4
- ve
+ ve
- ve + ve
AVERAGE OF SUB PARAMETERS UNDER MAIN PARAMETER TO GET SCORES OF MAIN PARAMETER
Overall
Satisfaction
3
Responses are averaged to get an average score
for the main parameter.
Similar approach is followed to get an
importance of that factor as rated by the
customer.
Thus we get two “Average Score” – one
depicting how important the parameter for the
customer and one score depicting how the
Company is performing in that parameter

7. Existing Approach - Overall Satisfaction Score
7.87.77.7
8.2
7.6
8.1
PresalesOrder ExecutionCommercialProductServiceOverall Perception
Parameter wise CSI
7.9 7.6
1
2
3
4
5
6
7
8
9
10
Overall Customer Satisfaction Index
Dissatisfied
Satisfied
Truly
Satisfied
Sample Output
Company Competitor
Further as per the importance of factor, parameters are displayed on Pareto chart in order of importance

8. Existing Approach – Satisfaction Score
Sample Pareto Chart Output
6.8
6.6
6.5
6.3
5.9
5.8
5.8
5.7
5.7
5.6
5.5
5.2
5.2
4.8
4.8
1.8
1.7
1.6
1.4
1.4
1.4
1.3
1.2
1.2
Product reliability (Product)
Superiority in quality (Overall Perception)
Compliance to technical specifications…
Availability of service personnel (Service)
User friendliness and flexibility (Product)
Mean time between failures (Product)
Adherence to delivery schedules (Order…
Promptness in service (Service)
Accessibility of marketing personnel…
Functioning efficiency (Overall Perception)
Technical competence of service…
Price competitiveness (Commercial)
Warranty Clause (Commercial)
Aesthetics / ergonomics of the product…
Packing quality (Order Execution)
Application support (Product)
Response for complaints (Service)
Interaction during complete execution of…
Understanding of your suggestions…
Brochures and sales materials (Presales)
Long-term relationship (Overall Perception)
Speed of response during transit (Order…
Behavior of sales personnel (Presales)
Follow ups / continuous interactions…
WoW
1 2 3 4 5 6 7
Differentiator Must Have
8.0
7.9
7.4
7.6
7.4
7.7
7.4
7.4
7.4
7.6
7.7
7.5
7.9
7.9
8.0
8.0
7.7
7.8
-
7.6
Company ScoreImportance Score
Parameters having a relatively “high
scores on importance” are “Must have”
or “Hygiene factors”on which the
Company must do well
Parameter having a relatively
“Moderate scores on Importance” are
“differentiating factors”. The Company
must excel in “Selected few factors”
and be better than the competition
Parameters having a relatively “Low
scores on importance” are generally
termed as “Delighter” or “WOW
factors”. If the Company does well in
these parameters, it will delight the
customer and increase the chance of
long association
Based on the above analysis
conclusions are drawn and presented

9. Shortcomings of Existing Approach
Each parameter is taken as an independent variable
Each parameter is given equal weight
By using only “Simple arithmetic” average, it is assumed that distribution
is normal which may not be correct
Impact of ‘difference in score’ is not
accounted for
7.8
7.6
7.9

10. 1Selection of
Customer
Statistically Significant
Sample size across
 Geography
 Application
segment
 Product type
3Developing
discussion
guidelines
Scoring guidelines are
revised to measure
satisfaction based on
frequency of occurrence of
an event
New Approach - Measuring Customer Satisfaction
2Selection of
Parameters
Parameters are grouped under
 TQRDC heads
 Under each heads
functional parameters like
design, manufacturing,
supply chain, sales &
marketing and services are
evaluated
4Interview
with Customer
 Face to Face
 Telephonic
 Online
5 Analysis of customer
response
Co-relation between parameters
is identified to form clusters
Weightage is assigned as per the
strength of co-relation
6 Overall
satisfaction
index (OSI)
Satisfaction score
is represented as
TQRDC scores
7 Benchmarking OSI
vis-à-vis competition
TQRDC score are compared with
competition scores and market
share can be determined based
on respective scores
TQRDC stands as Technology, Quality, Responsiveness, Delivery & Cost
Areas highlighted in green are the areas where new approach differs from the existing approach.

11. New Approach – Selection of Parameters & Evaluation Scale
Technology
 Design & Engineering
 Manufacturing
 Supply Chain
 Sales & Marketing
 Services
Quality Responsiveness Delivery Cost
 Design & Engineering
 Manufacturing
 Supply Chain
 Sales & Marketing
 Services
 Design & Engineering
 Manufacturing
 Supply Chain
 Sales & Marketing
 Services
 Design & Engineering
 Manufacturing
 Supply Chain
 Sales & Marketing
 Services
 Design & Engineering
 Manufacturing
 Supply Chain
 Sales & Marketing
 Services
Scoring guideline
9 to 10 = > 90% of the time it happens, 6 - 8 if it happens 70-80%, 5 or below if it happens < than 50% time

12. New Approach – Discussion Guidelines
Main Parameter Sub Parameters
Sample Questionnaire for Technology: Similar guidelines developed for Quality, Responsiveness
Delivery & Cost
Designs product that meets functional & application requirement
Product designs are reliable to meet your required application
Designs a product that is user friendly & easy to repair & maintain
Validates design concept using simulation software
Timely upgrades design & innovate as per the market requirement
Design &
Engineering
Manufacturing technology is adequate to manufacture the product as of high standard
Manufactures customised products as per market requirement & demand
Manufacture wide range of product for varied applications
Appropriate technology to predict/monitor/control manufacturing processes that affect cost
Utilizes product selection tool & cost estimation tool to suggest suitable product
Manages customer data to record the details of previous installations
Web based product demos are shared to know the working of the product model
Provides preventive maintenance tools to keep your machine in running condition
Utilizes remote tools to track machine performance, remotely identify the issues
Follows a system of offering training & operation support to customers
Systematic complaint resolution process in place
Manufacturing
Sales &
Marketing
Services

13. New Approach - Analysis of Customer Response
 At step 1, customer’s importance scores, were analyzed using Matrix plot to determine co-relation
between parameter.
 Parameters were grouped based on co-relation matrix using Clustering of Variables.
 Each individual parameter score given to the Company by customer is then multiplied with the
weight assigned and a weighted average scores is calculated as a final score for that parameter
Weightage is assigned to the groups based on their strength of co-relation as follows.
Direct co-relations = multiplying factor is 9
Positive but not strong = multiplying factor is 3
No direct relation = multiplying factor is 1

14. New Approach – Satisfaction Score
Overall Satisfaction
7.82
7.50
7.46
7.62
7.78
7.687.50
7.50
7.56
7.167.34
7.42
8.10
8…
7.907.90
7.90
Technology
Quality
ResponsivenessDelivery
Cost
The Company Competition1 Competition2 Importance
Scoring guideline
9 to 10 = > 90% of the time it happens 6 - 8 if it happens 70-80% 5 or below if it happens less than 50% time
8.15
8.00
8.50
8.10
7.60
7.80
8.00
7.00
7.00
7.50
8.10
7.907.90
Technology
Quality
ResponsivenessDelivery
Cost
Satisfaction for specific function

15. New Approach – Overall Score
Scoring guideline
9 to 10 = > 90% of the time it happens 6 - 8 if it happens 70-80% 5 or below if it happens less than 50% time
7.9 8.03
7.8
7.5
7.7
8.1 8.1 8.0 7.9 8.0
Technology Quality Responsiveness Delivery Cost
Satisfaction Importance
7.8 7.9
7.5 7.5 7.6
7.8
8.1
7.8
7.6
7.4
7.7 7.8
7.3 7.3
7.5
Technology Quality Responsiveness Delivery Cost
Company Comp1 Comp2
If the Company score is lower than the importance score, we can draw the conclusion that Company is not meeting
the Customers’ expectation.
If the Company score is lower than that of Competition, we can draw the conclusion that the Company is doing
worse than its competition

16. New Approach – Co-relation between Market Share &
Satisfaction
In order to check the influence of Satisfaction score and market share
Overall CSI score along with the Score for dimension of TQRDC are also calculated for each customer.
Co-relation between overall CSI score with market share is analyzed
• Quality and responsiveness is a must have
factor.
• Cost is the most important factor followed by
technology and delivery.
• Main competitor identified successfully.

17. Conclusions
 This alternative method is capable of giving much more rich insight
to the Customers’ requirement in various dimensions and extract
more accurately the areas of improvement
 This method also allows to conclude which factor is more important
and by how much.
 It is able to shed light on how market share influenced by relative
performance on these factors with respect to competition.
 The analysis can be extended all the way to lowest level i.e. to the
individual question level in order to pin point exact areas of
improvement and hence identify actions for improvement

18. “A customer is the most important visitor on our premises.
He is not dependent on us. We are dependent on him.
He is not an interruption on work. He is the purpose of it.
He is not an outsider to our business. He is part of it.
We are not doing him a favor by serving him…
He is doing us a favor by giving us the opportunity to do it.”