client satisfaction 2011 maria correia

7/28/2019 Client Satisfaction 2011 Maria Correia

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Marketing in the new era

Client satisfaction how to makethe most of it

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When our customers rate us better or worse than somebody else, its never scientific, but its always disastrous if you score low

Jack Welch, 1995

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What is satisfaction?How is it build?

Describe it and define what is your satisfaction level right now

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marketing in the new era 2010/2011, 1semm rosario pinto correia

Satisfaction

Is the degree of achievement acustomer feels after each interactionwith the brandIt evolves and is gradually built duringthe relationshio of a customer with a

brandDetermines brand print, loyalty, usageand expenditure

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Proof?

Correlation between loyalty andconsumption

Correlation between DJ and ACSI

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6

Fonte: Brand Z, Millword Brown Estudo sobre um painel de 500.000 clientes, realizado todos os anos em mais de 30 pases, que avalia mais de 16000 marcas nacionais einternacionais nos vrios pases. A propriedade de anlise dos dados da OgilvyOne

FranceTelecom(2004)

Relevance

Advantage

Loyalty 350

212

157

100 Presence

TelecomItalia(2003)

238

178

176

100

BritishTelecom(2003)

162

151

135

100

Telefonica

(2003)

201

158

140

100

This graphic represents the expenditure level based on a basis of 100 for the lowest level

Relationship level

Expenditure level

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DOW JONES

ACSI

ACSI e Dow Jones:% evolution 2000-2005 (2Q)

A C S I ( % )

D o w

J o n e s

( % )

0

15

-15

0

4

-4

Business School, Univ. MichiganClaes Fornell, 2005

timeline

Correlation= 60%

This graphic represents the % evolution of both indexes and not their actual value7


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How to measure

Satisfaction is based on perceptionConditioned by performanceenvironment

And is built upon expectations

Its hard to measure, and can never bedone in absolute terms, only incomparison

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Satisfaction tree

Measuring satisfaction viaIdentifying atributes (the ones clients really

value)Determining their weight (from the clientsperspective)

Assessing their value (based on clients

experiences)Instead of just asking a simple question how satisfied are you?

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Step 1Determine the real satisfaction factors by

asking the consumers what really isimportant for them, and how the reallyvalue it

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Step 2Build a satisfaction grid that will explain in

detail all factors and subfactors that willdeterrmine the clients satisfaction

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Develop the measurement system

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Step 3Evaluate the satisfaction level for each

factor and subfactor Determine the total satisfaction level byincluding the figures in the satisfactiontree and calculating the weightedaverage of all factors

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Identify relative importance of Customer SatisfactionDrivers

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Putting satisfaction to use

Satisfaction factors can translate intocompany KPI

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Identify relative importance of Customer SatisfactionDrivers

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If satisfaction factors can be correlated to KPI, thenthe control of KPI can ensure optimal satisfactionThe company can choose where to put itsresources based upon the relative weight of eachKPI in the overall satisfaction, as well as in theperformace of the satisfaction factors it affects

But enhancing KPI leads to higher costs, somanaging satisfaction is not about maximums, butabout optimum levels

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Companies have to chooseWhat are the satisfaction factors that

need to be changed (for better or worse)What are the internal KPI that will shapethese factors

Where will the available money beinvested

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Step 1Identify the factors / atributes that are

to be enhancedto keepto be reduced

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Atendimento Te lefonico

SMS e Promoes

Carregamentos

Equipamentos

Informao

Funcionamento SMS

Estr uturao deTarifriosServios adicionais

Consulta no visor

Preos

Rede

5,00

5,50

6,00

6,50

7,00

7,50

8,00

8,50

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26% 28% 30% 32% 34%Peso do Factor

S a

t i s

f a

o c o m

F a c

t o r

Atendimento na loja

Programas de pontos

Preos re roaming

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Step 2Determine where in the satisfaction curve

is the factor / atribute in order to evalautehow hard it is to change its evaluation

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Verysatisfied

Poor quality High quality

C l e i n t S a

t i s

f a c t i o n

Service Quality level

Churn area Indiference earea Delightment area

Fonte:Council on Finantial Competition

Patricia Markovich, 2003

Before investing in

service quality,

companies must

understand their

clients satisfaction .

Notsatisfied

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Step 3Perform a cost / benefict analysis to

determine where should we investMore satisfactionMore consumption

butBetter KPYMore cost

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03-07-2013 25

Managesatisfactionis not to

maximizesatisfactionor servicequality, noteven try to

be perfect inevery

dimension

Managesatisfaction

is toguarantee

na optimumlevel of

satisfaction(deriving

fromperceived

service

quality), ie,where profit

ismaximizedin the long

run

Curvas exemplificativas

Maximum profit levelMaximum satisfaction level

A

B

+Satisfaction

+ QoS

+Cost

+ Revenue0

Churn area

Indiference area

Delightment area

A

B

Managing satisfaction

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Steps to optimize satisfactionmanagement

Determine correct satisfaction factorsand their relative weights

Grade satisfaction factors

Via client information

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Determine internal KPI that can better represent the performance for

satisfaction factorsMeasure their performance

Via internal measurement processes

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Determine costs of improving KPIperformance, ie marginal costs of

performanceDetermine revenues from increases insatisfaction, ie, marginal revenue of satisfaction

Via cost analysis and revenue correlation

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Compare performance and gradingevolution

Compare with competitors or market

Via analysis systems

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Decide where to spend the extra dollar

Consider lower standards

Keepas it is

Never mind Invest to increase

performance

- Factor relevance +

+ F

a c t or

gr a

d e-

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beware

Expectations versus perceptions Anything can change grading at anypoint

All moments of truth contribute tosatisfaction levels

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Satisfaction and relationshipmanagement

Satisfaction analysis can determinewith whom, why, when and where

companies need to intervene And also what needs to be said But it has to take into consideration notonly the economics of the process, butalso the drives of the relationship

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Churn and complaint management canbe decisive in the relationship

management Although difficult to qualify, records of complaint management and churn

motivation are essencial in asatisfaction analysis

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client satisfaction 2011 maria correia

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