Slide 1: Welcome
Metric Consultancy (UK) Ltd.
A Group company of Metric Consultancy Ltd. India
A Global Market Research Organization Slide 2: The MOSTER System Slide 3: Customer Satisfaction Measurement : What we always believed to be Increased Satisfaction Decreased Satisfaction Improved Quality Poor Quality Slide 4: Satisfaction is not…… Disgust Dissatisfaction Satisfaction Delight a MONOLYTHIC concept
It consists of several shades / states of mental state Slide 5: Post Consumption Response is also discontinuous Satisfied When compared with one’s own expectations Slide 6: Customer Satisfaction : what we currently do Slide 7: Note the emotions associated with Delighted and Satisfied Customers And also note, no emotive association with Top Box Customers Slide 8: Neither
key drivers of satisfaction
the derived relationships between
levels of satisfaction and
Buyer behavior are reliable.* Satisfaction score % Retention Customer Satisfaction Measurement what we always find * Strengthening the Satisfaction-Profit Chain,
By Eugene W. Anderson University of Michigan, Ann Arbor, Vikas Mittal, University of Pittsburgh Slide 9: Customer Satisfaction Measurement : what we always find At the upper end, the satisfaction scores are sticky
They don’t move upwards very fast
They are not adequately discriminating to decide the priority Slide 10: Customer Satisfaction Measurement
And what we have always found to be But MOSTER delivers this…… Slide 11: OS
8.59 In Advance stage of CSI regime, you need more granular measures ! OS is Overall Satisfaction. Studies use a Ten point Scale Slide 12: OS
8.87 In Advance stage of CSI regime, you need more granular measures ! OS is Overall Satisfaction. Studies use a Ten point Scale. Slide 13: ? Standard CSI Study Our Approach CSI Measurement :
The real decision you have to take ……….. Slide 14: * Copy Right with METRIC Consultancy Limited ,India Slide 15: The contribution of Dr. Noriaki Kano, Professor, Science University, Tokyo, in terms of "attractive quality Vs. must be quality " is well-known.
Kano's model suggests three different groups of attributes whose quality performance has different bearings on customer satisfaction, viz.
The must-be attributes
The delight attributes
The linear attributes Theoretical basis of MOSTER system - 1 Slide 16: Must be Attribute : Lower performance on these attributes causes dissatisfaction to the customers
Negative Symmetry Theoretical basis of MOSTER system - 2 Slide 17: Delight Dissatisfaction Performance 0 100 A Delight Attribute :
Higher performance of these attributes generates delight for the customer
Positive Symmetry Theoretical basis of MOSTER system - 3 Slide 18: 0 Linear Attribute :
Satisfaction increases continuously with improved performance.
Performance / bargain Quality
Symmetric Theoretical basis of MOSTER system - 4 Slide 19: Customers expectations and responses change over time.
What is delight generating today
The minimum expected tomorrow. Clarifying the Core Concepts - 3 The class of attribute changes with time. Slide 20: 20 NASA LaRC Cafeteria Attribute Classification as per Kano MethodologyExecutive Summary – Survey Results : NASA LaRC Cafeteria Attribute Classification as per Kano MethodologyExecutive Summary – Survey Results One Dimensional
Home Style Hot Lunch Vegetable Entre Made to Order Sandwiches Soup, Salad Fruit Bar
< $6 for lunch
< 5 min to select and Pay Attractive < $3 Breakfast
Discount Cards Indifferent Low Carb hot itemsMake your own sandwichesSelf Serve ice creamSmoothies
Off Peak time discounts
Cooked to order items
Latte and Espresso Source : NASA , Lean Six Sigma Management Office, November 07, 2008
from Internet Slide 22: “Discovering “WOW” – A Study of Great Retail Shopping Experiences in North America” Spring 2009, Wharton School of Business as a part of the Jay Baker Retailing Initiative in collaboration with the Verde Group, and the Retail Council of Canada Slide 23: When different attributes belong to different class….
How will the Overall Satisfaction function look ??? Slide 24: Satisfaction function is discontinuous at the thresholds Performance Satisfaction Will volunteer negative word Will never buy again Not likely to buy again Negative word when asked Shifts for small incentive Keeps mum, when asked Shifts for incentive Loyal Positive word, when asked Volunteers positive word Critical zones Nature of Service Expectations : Nature of Service Expectations Performance Slide 26: MinimumExpected Performance Expectation Desired
Service Actual Experience Emotions generated Delighted Generating Inputs for Customer Satisfaction Mapping Slide 27: What does the Moster System Deliver ? Respondents are located in one of these three zones with respect to satisfaction level against each attribute. Delight Zone Dissatisfaction zone Satisfaction
zone Divides the entire satisfaction space into three regions that is Delight Zone Dissatisfaction zone Satisfaction zone Slide 28: Customer Classification Zones in the MOSTER System Distance from
Threshold Dissatisfied Delighted Satisfied For each attribute we measure the % who are
Dissatisfied Slide 29: Customer Classification in the MOSTER System The MOSTER System estimates the percentage of customers who are
Dissatisfied Slide 30: R =0.60 2 Source : 16 projects, Total sample size 14,600
* Promoters as defined by NPS Methodology Delighted Customers become Promoters Slide 31: X = Expectation fulfillment Satisfaction Will volunteer negative word May give Positive word, when asked Volunteers positive word Critical zones Slide 32: Thank you for your time
METRIC Consultancy (UK) Limited
Fredericks , 5th Floor, Newbury House, 890-900, Eastern Avenue,
Newbury Park, Ilford Essex-IG2 7HH
T: +44 (020) 30226063 E: firstname.lastname@example.org
Blog: http://dharma.typepad.com http://www.metricglobal.com