B2B customer satisfaction factors: CSat or CSI index

Сustomer satisfaction factors
Please note that the data in the reports has been modified and is only intended
to demonstrate the example of research report

General information
TA R G E T
P R O J E C T
Assessing the satisfaction of corporate clients with
cooperation with the Group of Enterprises (metallurgy)
TA S K S
• Assessing the importance of various aspects of working with a
group of enterprises
• Evaluation of the degree of satisfaction by parameters
• Competitors' Satisfaction Assessment
G E O G R A P H Y
__________
O B J E C T S O F
R E S E A R C H
Current corporate
clients (B2B)
M E T H O D O F
R E S E A R C H
Telephone survey
S A M P L E S I Z E
50 respondents
T I M E L I N E S
2
May 2023

Survey and data analysis methodology
3
Assessing the importance of factors
The importance of various factors of the enterprise's operation was assessed by respondents on a five-point scale, where 1 is the least important, 5 is the highest
importance. The report presents the arithmetic average ratings of importance for each factor (in points).
Assessment of satisfaction with job factors
Respondents rated their satisfaction with the enterprise's performance factors according to three criteria: “poor,” “satisfactory,” and “excellent.” For the convenience of
calculations, these criteria are transferred to a three-point scale, where 1 is bad, 2 is satisfactory, 3 is excellent. To calculate the average level of satisfaction for each
factor, each answer is assigned a weight in accordance with a given three-point scale, then the arithmetic mean is calculated for each factor.
Next, to ensure the possibility of comparing the average values of importance and satisfaction for each factor, the average satisfaction values were converted into
percentage format (the ratio of the average value to the maximum score is 3). Then the obtained percentage values of satisfaction are transferred to a five-point scale in
accordance with the criteria: 0-20% - 0-1 point; 20.1-40% - 1-2 points; 40.1-60% - 2-3 points; 60.1-80% - 3-4 points; 80.1-100% - 4-5 points. The charts in the report are
based on the obtained values.
Increased satisfaction
The report provides hanging charts for satisfaction levels. They are also summary diagrams of the average values of importance and satisfaction for each factor. These
diagrams show “growth zones” for the company, they are highlighted with yellow ovals with a captionPFI. The methodology for identifying “growth zones” of a company is
based on the indicatorPFI–Private Finance Initiative, which shows the implementation area of the funding initiative. In this case, the charts depict gaps in importance and
satisfaction as potential “growth areas.” That is, potential “growth areas” are those factors that are important to clients, but with which they are not satisfied. Such factors
require attracting funds and enterprise resources in order to increase consumer satisfaction.
The identification of the “growth zone” was carried out according to the following criteria: the average importance rating is not lower than 4 points, the average
satisfaction rating is not lower than 4 points; in the case when the average values of importance and satisfaction were above 4 points, “growth zones” were identified
according to those factors for which the largest gap was observed between the values of importance and satisfaction.
Importance and Satisfaction Matrices
The basis is data on customer satisfaction with certain characteristics (measured using weights from 0 to 3 points and converted into percentages). Priority is measured in
the number of respondents who answered the question, i.e. who considered the characteristic important or at least paid attention to it.
The level of importance of factors is measured on a five-point scale and depicted on the axisOX, the level of satisfaction is measured as a percentage and shown on the
axisOY.
The lower right square of the matrix indicates the characteristics that need to be changed first. The lower left also needs to be adjusted, but secondarily. Positions that are
important to customers, with which they are most satisfied (upper right corner) - need to be strengthened and maintained, otherwise, if the quality of these positions is
improved by competitors, customers may switch to them. The top left are positions with which clients are quite satisfied, but are not important. The level of quality of
work for these positions must be maintained at the same high level, but in comparison with other groups, they should not be given priority when choosing a behavioral
strategy. Explanation of partition table values:
Assessing satisfaction with working with pipe manufacturers
Based on the average ratings (the assessment was carried out on a five-point scale) of each competitor for each parameter, the percentage values of satisfaction were
calculated. The ratio of the average score to the maximum (5 points).

C U S TO M E R S AT I S FA C T I O N S C O R E

Receiving information through various communication channels
5
➢ The most important communication channels – personal contact with
the company manager and advertising, exhibitions – received the
highest satisfaction values from respondents
➢ Due to the low level of satisfaction, it is necessary to improve the quality
of personal contact with the company manager, as well as the quality of
posting information about the company on the Internet
3,00
4,10
3,60
4,80
3,80
4,05
4,10
4,60
N=50
Mass media
Advertising, exhibitions
Internet
Personal contact with manager
Personal contact with head of
department
Partner recommendations
VIP portal
The importance of communication channels
Internet
mass media
Satisfaction with quality of work
communication channels
Internet
Mass media
5,0
5,0
5,0
4,60
4,05
4,10
3,80
5,00
5,00
5,00
4,80
4,10
3,60
3,00
Важность Удовлетворенность
Importance Satisfaction
Increased level of satisfaction with quality of work

Indicators of pre-sales work of suppliers
6
➢ The most important communication channels – personal contact
with the company manager and advertising, exhibitions – received
the highest satisfaction values from respondents
➢ Due to the low level of satisfaction, it is necessary to improve the
quality of personal contact with the company manager, as well as
the quality of posting information about the company on the
Internet
4,54
4,72
4,82
4,91
4,15
4,25
4,25
4,45
N=50
Increased level of satisfaction with quality of work
Prompt response to requests
Efficiency of agreement approval
Quality of product advice
Availability of technical support
The importance of pre-sales metrics
suppliers
Quality of consultations
products
Satisfaction with pre-sales work of suppliers
Quality of consultations
products
4,25
4,45
4,15
4,25
4,5
4,7
4,8
4,9
PFI
PFI

Product quality indicators
7
➢ Among the quality indicators of metallurgical products, the most
important for customers is the accuracy of geometric parameters,
as well as the quality of marking and mechanical properties of
products
➢ Increasing consumer satisfaction with product quality is required in
all respects. First of all, you should pay attention to the accuracy of
geometric parameters, quality of conservation/coating, mechanical
properties and quality of marking
PFI
4,75
4,79
4,79
4,91
4,93
4,96
4,05
4,10
4,10
4,15
4,20
4,30
PFI
PFI
PFI
N=50
Increased level of satisfaction with product quality
Geometric accuracy
Surface quality
Mechanical properties
Quality of markings, labels
Method and quality of packaging
Conservation/coating quality
The importance of product quality indicators
Geometric accuracy
Surface quality
Satisfaction with product quality
Surface quality
Geometric accuracy
parameters
4,05
4,15
4,10
4,20
4,30
4,10
4,75
4,79
4,79
4,91
4,93
4,96
0,00 2,00 4,00 6,00

Indicators of order fulfillment and support
8
PFI
PFI
PFI
4,60
4,62
4,62
4,82
4,82
4,84
4,88
➢ Customer satisfaction with order fulfillment and support is quite low
➢ First of all, it needs improvement factor of meeting delivery deadlines,
as well as providing customers with the opportunity to receive complete
information at all stages of order fulfillment and improving the quality of
claims processing
N=50
Increased level of satisfaction with implementation and
order support
Meeting delivery deadlines
Timely provision of supporting
documentation
Possibility of obtaining information
about the progress of the order
Quality of accompanying
documentation
Organization of cargo transportation
Satisfaction
results of claims consideration
Quality of loading work
The importance of order fulfillment and tracking indicators
Timely provision of supporting
documentation
Possibility of obtaining information about the
progress of the order
Quality of accompanying documentation
Satisfaction
results of claims consideration
4,05
3,80
4,10
4,20
4,00
4,15
3,60
4,60
4,62
4,62
4,82
4,82
4,84
4,88
0,00 1,00 2,00 3,00 4,00 5,00 6,00

Pricing policy indicators
9
➢ Despite the fact that customers most often want lower prices for
products, the overall level of satisfaction with the company's
pricing policy is quite high. Clients are not satisfied with formula
pricing alone.
➢ First of all, in pricing policy it is worth paying attention to
reducing the price level and developing a flexible system of
discounts.
PFI
PFI
4,45
4,85
4,85
4,93
3,90
4,05
4,10
4,10
N=50
Increased level of satisfaction with pricing policy
Price level
Flexible discount system
Terms of payment
Formation of prices according to
the formula
The importance of pricing indicators
Price level
Terms of payment
Formation of prices according to the
formula
Satisfaction with pricing policy
Terms of payment
Price level
formula
3,90
4,10
4,05
4,10
4,45
4,85
4,85
4,93

Additional services
10
➢ According to customer assessments, the lowest level of satisfaction
is observed for all types of additional services
➢ Most of all, customers are not satisfied with the insufficiently
developed network of warehouses, as well as the quality of after-
sales service
➢ The quality of after-sales service and providing customers with the
opportunity to obtain information at all stages of order fulfillment
and support require priority improvement
4,02
4,42
4,43
4,62
3,5
0
3,6
0
3,7
0
3,8
0
3,50
3,80
3,60
3,70
4,02
4,42
4,43
4,62
N=50
Increased satisfaction: additional services
Receiving information about the
order at all stages of production
and delivery
After-sales service
Complete solution
Availability of warehouses
The importance of additional services
Receiving information about the order at all
stages of production and delivery
After-sales service
Complete solution
Availability of service centers and warehouses
Satisfaction with additional services
Complete solution
Receiving information about the order at
all stages of production and delivery
After-sales service
Availability of service centers and
warehouses

Customer Satisfaction Matrix
11
Most of the proposed satisfaction factors are rated quite highly by
clients. Such factors are competitive advantages and require further
development.Among these factors, the most important for respondents and
the most highly rated in terms of satisfaction, the communication channels
used are indicated:VIP-portal, recommendations from partners, personal
contact with the head or manager of the company. Product quality (surface
quality, mechanical properties, method and quality of packaging, quality of
labeling) also received high marks. A less important factor, but also a
competitive advantage, is advertising and participation in exhibitions.
The main factors of dissatisfactionChelPipe's work is due to the lack
of information about the company in the media and the factor of service
centers and warehouses (factors are less important for consumers).
The company's weaknesses that definitely require improvement
include:formula pricing, comprehensive solutions (including additional
operations, consultations, technical support, etc.), obtaining information
about the order at all stages of production and delivery, after-sales service,
meeting delivery deadlines.

Customer Satisfaction Matrix
12
Strengths Weaknesses
Order fulfillment and
support
Timely provision of supporting documentation Satisfaction with the results of claims review
support
Receiving information about the order at all stages of
production and delivery
Possibility of obtaining information about the progress of the
order
Additional services Organization of cargo transportation Complete solution
Additional services
Product quality
Surface quality After-sales service (repairs, claims work)
Mechanical properties Availability of service centers, warehouses, etc.
Method and quality of packaging Formation of prices according to the formula Price policy
Geometric accuracy
Communications
Communications via the Internet and personal
After-sales service
Pre-sales service
Price policy
Price level
Terms of payment
N=50

Overall satisfaction level
13
2,65%
47,59%
49,76%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
✓ The overall level of customer satisfaction with ************'s work is quite high
✓ According to various criteria, 49.76% of surveyed clients rated the company’s work as highly as “excellent”
✓ 47.59% of customers gave a neutral satisfaction rating
✓ Such clients are generally satisfied with the cooperation, but have some minor comments
N=50
Poor Fair Excellent

Factors influencing the volume of purchases
14
Among the factors due to which respondents are
ready to increase the volume of purchases, the
most significant is
➢ pricing policy (payment terms, flexible system
of discounts) – 98.8%.
➢ order completion time – 97.7%
➢ quality of order fulfillment – 95.0
➢ product quality – 92.7%
The least important factor when deciding to
increase the order volume is
➢ after-sales service – 71.8%
➢ additional services – 72.0%. 71,8%
72,0%
76,9%
92,7%
95,0%
97,7%
98,8%
N=50
Price (payment terms, discounts)
Order completion time
Quality of order fulfillment
Product quality
After-sales service
Additional services
Pre-sales service

Assessing the work of competitors
15
✓ When working with **********, respondents are most satisfied with the quality of service (90.2%) and the quality of products (90.0%)
✓ The competitive advantage of Competitor No. 1 is product quality - 92.0%, and payment terms - 85.6%
✓ When working with Competitor No. 2, respondents were most satisfied with the quality of products - 90.5%, breadth of assortment and quality
of service - 87.8 and 87.9%, respectively. Competitor No. 3, companies from South Korea and China, received lower satisfaction ratings.
*****
*
Comp
etitor
1
Comp
etitor
2
Competi
tor 3
South
Korea
China
Quality of service 90.2% 82.6% 87.8% 81.0% 85.0% 74.3%
Product quality 90.0% 92.0% 90.5% 84.5% 92.0% 77.1%
Breadth of assortment 88.6% 79.2% 87.9% 76.4% 76.0% 74.3%
Terms of payment 86.0% 85.6% 85.5% 80.9% 83.3% 82.9%
Product price level 84.9% 80.8% 83.6% 81.8% 84.0% 80.0%
Efficiency of approval of
product requirements
83.6% 80.9% 84.4% 77.1% 72.0% 77.1%
Efficiency of claims work 83.0% 78.0% 78.9% 72.9% 72.0% 74.3%
Discount system 82.8% 80.8% 80.5% 75.2% 83.3% 77.1%
Supplier flexibility 80.8% 80.0% 80.5% 70.9% 76.0% 65.7%
Meeting delivery deadlines 80.0% 82.4% 83.6% 72.7% 80.0% 68.6%
Assessing satisfaction with working with pipe manufacturers
82,1%
81,4%
79,4%
77,6%
74,7%
72,6%
ЧТПЗ ТМК ОМК ЕС Interpipe Китай
Taking into account the importance of each of these criteria and assessing the
degree of satisfaction with each manufacturer, the level of manufacturers in the
market is as follows:
The leading positions are occupied by *** (82.1%) and ****** (81.4%):
N=50

A S S E S S M E N T O F C U S TO M E R
S AT I S FA C T I O N BY S E G M E N T

Satisfaction with the quality of communication channels
17
➢ The most important communication channel for clients of all segments is personal contact with the company manager.
➢ The highest value of the satisfaction index for all segments was obtained based on the quality of personal contact with company managers.
Job satisfactionVIPclients in the oil and gas sector rated the portal 3.35 points. High level of satisfaction with the recommendations of the
company’s partners – 5 points. Clients also rated the quality of personal contact with the manager highly – 5 points.
The importance of communication channels
Satisfaction with the quality of communication channels
- Oil and gas sector - Industry - Transport
- Energy - Other
N=50
Personal contact with the manager
Mass media
Internet
Personal contact with the
company manager
Mass media
Internet

Satisfaction with pre-sales service
18
➢ The most important factors of pre-sales service for all customer segments are prompt response to requests and prompt agreement on
agreement.
➢ Respondents rated their satisfaction most highly with the quality of product consultations, as well as the speed of response to
requests. Customers surveyed are least satisfied with the availability of technical support, which is also the least important to them.
The importance of pre-sales service
Satisfaction with pre-sales service
- Oil and gas sector - Industry - Pipeline transport
- Energy - Other
N=50

19
➢ Among the quality indicators of metallurgical products, the most important for customers is the accuracy of geometric parameters, as well as
the quality of marking and mechanical properties of products.
➢ The highest number of ratings above 4 points in all segments was received by the quality of product surfaces.
The importance of product quality
- Energy - Other
N=50
Surface quality
Geometric accuracy
parameters
Geometric accuracy
Surface quality

Satisfaction with order execution and support
20
➢ Customers from all segments generally rated the importance of all factors at the order fulfillment and follow-up stage highly.
➢ When assessing satisfaction with the performance and support of the order, the indicator “quality of accompanying documentation” received
the largest number of positive ratings; respondents were also satisfied with the timely provision of accompanying documentation and the
ability to obtain information about the progress of the order.
The importance of order fulfillment and support
Satisfaction with order execution and support
- Energy - Other
Compliance with delivery deadlines
Possibility of obtaining information about the progress
of the order
Timely provision of supporting documentation
Satisfaction with the results of claims review
Timely provision of supporting documentation
Satisfaction with the results of claims review
Possibility of obtaining information about the progress of the order
Compliance with delivery deadlines

21
➢ The most important indicator of pricing policy for respondents is the price level, as well as a flexible system of discounts.
➢ Taking into account the importance of these indicators of pricing policy, respondents rated their satisfaction with the price level most
highly. Also, respondents are quite satisfied with the flexible system of discounts and payment terms. The lowest ratings were given
by clients in the industry segment.
The importance of pricing policy
- Energy - Other
N=50
Price level
Terms of payment
formula
Price level
Formation of prices according to the formula
Terms of payment

22
➢ Among the additional services, the most important is obtaining information about the order at all stages of production and delivery.
➢ The lowest satisfaction scores were obtained among customers in the energy segment and the other industries segment for after-
sales service.
The importance of additional services
- Energy - Other
N=50
Receiving information about the order
at all stages
Complete solution
After-sales service
Complete solution
After-sales service
Receiving information about
the order at all stages

Factors increasing the volume of purchases
23
The most important factors influencing purchase volume for customers of all segments are:
➢ order fulfillment times,
➢ price,
➢ product quality,
➢ quality of order fulfillment.
The importance of factors influencing the volume of purchases
- Energy - Other
Order completion time
Price
Product quality
Quality of order fulfillment
After-sales service
Pre-sales service
Additional services

S T R E N G T H S A N D W E A K N E S S E S

Advantages and disadvantages
25
S N W
Communications Internet *
mass media *
Advertising, exhibitions * *
Personal contact with the company manager *
VIP portal *
Partner recommendations *
Personal contact with the manager *
Pre-sales service Prompt response to requests *
Efficiency of agreement approval *
Quality of product advice *
Availability of technical support *
Product quality Surface quality *
Geometric accuracy *
Mechanical properties *
Conservation/coating quality *
Method and quality of packaging *
Quality of markings, labels *
support
Meeting delivery deadlines *
Timely provision of supporting documentation *
Quality of accompanying documentation *
Possibility of obtaining information about the progress of the order *
Quality of loading work *
Organization of cargo transportation *
Satisfaction with the results of claims review *
Price policy Price level *
Flexible discount system *
Formation of prices according to the formula *
Terms of payment *
Additional services Complete solution *
Availability of warehouses *
Receiving information about the order at all stages of production and delivery *
After-sales service *
N=50

I N C R E A S I N G C O N S U M E R S AT I S FA C T I O N

Factors increasing the volume of purchases
27
➢ The greatest number of requests for improvement of work are
related to pricing policy. Most respondents want prices to be
reduced; some would like to have a fixed price for a certain volume
for a period of six months to a year and deferred payment.
➢ Many would like the efficiency of work to increase, the production
and delivery time of products to be reduced, and respondents would
also like more accurate compliance with delivery deadlines.
➢ Some respondents spoke in favor of organizing an order tracking
system at all stages without the involvement of a manager, for
example, through automatic notification by e-mail. Some clients
wished to receive price lists electronically for ease of review.
Offers Shares
Price drop 16.3%
Efficiency of work 14.0%
Delivery time 11.6%
Discount system 9.3%
Payment deferment 7.0%
Fixing the price 7.0%
Availability of consignment warehouses 4.7%
Order tracking 4.7%
Improving product quality 4.7%
Expansion of the range 4.7%
More modern packaging 2.3%
Flexibility and formation of prefabricated cars 2.3%
Quality of service 2.3%
Full information about products, regular 2.3%
Price list in electronic form with updates, newsletter 2.3%
Warehouse speed 2.3%
Flexible payment terms 2.3%
N=50

Summary
28
✓ The most important communication channel for respondents is personal contact with the manager or head of the company. Clients are
almost completely satisfied with this communication channel – 85.7 out of 100%.
✓ Satisfaction with pre-sales service: prompt response to requests – 82.4%, quality of product consultations – 80.4%.
✓ Responses to the question about the product showed that customers are most satisfied with the quality of the product labeling, as well as
its mechanical properties
✓ Among the indicators of order execution and support, the highest ratings were given to the “quality of accompanying documentation”
indicator - 81.5%; respondents were also satisfied with the timely provision of accompanying documentation - 80.7% and the ability to
obtain information about the progress of the order - 77.5%.
✓ In assessing the pricing policy, respondents rated their satisfaction with the price level most highly – 78.6%.
✓ Among additional services, respondents are most satisfied with the quality of after-sales service - 61.6% and the availability of warehouses
- 55.8%.
✓ Respondents are ready to increase the volume of purchases, thanks to the pricing policy (payment terms, flexible system of discounts) -
98.8%, order fulfillment time - 97.7%. The quality of order fulfillment is also important - 95.0%, as well as product quality - 92.7%.
✓ At work, respondents are most satisfied with the quality of service (90.2%) and the quality of products (90.0%).
✓ In assessing the degree of satisfaction with the work of suppliers, the leading positions are occupied by_____(82.1%) and_____(81.4%).
✓ Most respondents want prices to be reduced; some would like to have a fixed price for a certain volume for a period of six months to a year
and deferred payment. Many would like the efficiency of work to increase, the production and delivery time of products to be reduced,
and respondents would also like stricter adherence to delivery deadlines.
Recommendations:
➢ Optimization of pricing policy(flexible pricing policy, fixing prices for a certain batch size and period of time, introducing a system of
discounts, ensuring deferred payment, creating flexible payment terms)
➢ Expanding the range and improving product quality(expansion of assortment, introduction of more modern product packaging,
improvement of product quality)
➢ Improving work at the stage of order execution and support(increasing the efficiency of work, informing customers about changes in
work, in price lists via email, regular full information about the product range, tracking orders at all stages, reducing loading time, meeting
delivery deadlines)
➢ Improving and expanding the range of additional services(opening consignment warehouses, improving the quality of claims work,
introducing effective integrated solutions)

B2B customer satisfaction factors: CSat or CSI index

B2B customer satisfaction factors: CSat or CSI index

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