krysalis voc

- Voice of Customer Study

Krysalis Consultancy Services Pvt. Ltd.

Customer Satisfaction StudyUnderstanding the customer

- Demographic profiling- Important findings

Customer satisfaction Index- Defining CSI- CSI scores across region, application, etc.,

Importance vs Satisfaction- Importance vs Satisfaction Grids- Components of Importance and satisfaction

Satisfaction scores – v/s competitionMarket share InfluencersVulnerability index (index of vulnerable customers)Creation of a strategy map


Focus Areas• How is the product category viewed by

the customers• Importance of the category for the

customer • Importance of brand name in the

category

• Needs/requirement for which the product is utilized

• Extent of usage of the product• Specific requirements from the product• Evaluation parameters for the product

category• Evaluation on all parameters such as:

– Product– Price– Distribution– Service

• Engagement of the customer with the brand

• Association of customers with the brand

• Association of customers with competition brand

• Willingness to experiment with brands• Reasons for choosing brand.• Reasons for rejecting brands.• Brands featuring in the consideration

set• Perception of the brand• Difference between image and

perception• Strengths and weakness of the brand

from customer’s perspective• Depth of usage


Illustrative examples of some of the outputs generated in Customer Satisfaction studies


Methodology

• 5 point scale for rating attributes

Exceeds expectations

Always meets expectations

Just meets expectations

Occasionally meets expectations

Never meets expectations

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Methodology II

The following criteria is used to group “Satisfied” and “Dissatisfied”customers

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SatisfiedDissatisfied

Rating


Overall Satisfaction Index

75.9

73.5

71.1

73.6

67.8

64.2

76

78

0 25 50 75 100

Brand X

Brand Y

1998

2000

2003

2004

Increase in Overall Satisfaction index for Brand X by close to 5index points

ILLUSTRATIVE


Satisfaction Scores

3

3.5

4

4.5

5

Qua

lity

Dur

ability

Pkg.

Rang

e

Dem

and

Value

for mon

ey

Aes

thet

ics

Resp

. to

enq

.

Joint visits

to cu

st. by

SOs

New

Prd

. Dev

.

inst

allation

sup

port

Supp

. du

ring

Tec

h

Ava

il. of Ca

talogu

es

Complet

enes

s of

doc

.

Shar

ing of

tec

hnical in

form

ation

Time

take

n fo

r co

mplaint

red

ress

al

New

pdt

intr

oduc

tion

Trg. to Dea

ler sa

les te

am

Timely

Deliver

y

Regu

larity

in S

upply

Paym

ent te

rms

Lead

tim

e fo

r or

der ex

ecut

ion

Co. po

licy

on d

ealers

hip

Fairne

ss

Pref

. of

cus

t.

Co. Im

age

Brand X Brand Y

Brand X rated significantly higher than Brand Y on product quality, durability and aesthetics

ILLUSTRATIVE


Importance to Satisfaction Comparative Grid

3.50

3.75

4.00

4.25

4.50

4.75

5.00

Sat

isfa

ctio

n

Sales/After sales

support

Image

Commercials

Delivery

3.50 3.75 4.00 4.25 4.50 4.75 5.00

Importance

Strengths

Concern area

Sales /After sales are borderline- need action

ILLUSTRATIVE


Overall Measures

OVERALL SATISFACTION

4.31

4.49

0 1 2 3 4 5

Brand Y

Brand X

Yr-2004

BRAND LOYALTY

4.58

4.38

0 1 2 3 4 5

Brand Y

Brand X

Yr-2004

BRAND ADVOCACY

4.5

4.77

0 1 2 3 4 5

Brand Y

Brand X

Yr-2004

VALUE FOR MONEY

4.61

4.33

0 1 2 3 4 5

Brand Y

Brand X

Yr-2004

ILLUSTRATIVE


Perception matching between dealer and customer on what is important

3.5

4

4.5

5Product Quality

Sales/After sales support

ImageDelivery

Commercials

Customer

Dealer

ILLUSTRATIVE


Vulnerability Index

3 22 10

0% 20% 40% 60% 80% 100%Pe rc e nta ge of c ustome rs

High

Medium

Safe

DEGREES OF VULNERABILITY

Inferences:

3 Highly vulnerable customers.

22 Medium vulnerable customers

10 Safe customers.

8.5% 62.9% 2.9%

ILLUSTRATIVE

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