THE_MAGIC_OF_MOSTER_SYSTEM

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Slide 1: 

Welcome Metric Consultancy (UK) Ltd. A Group company of Metric Consultancy Ltd. India A Global Market Research Organization

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The MOSTER System

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Customer Satisfaction Measurement : What we always believed to be Increased Satisfaction Decreased Satisfaction Improved Quality Poor Quality

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Post Consumption Response is not…… Disgust Dissatisfaction Satisfaction Delight so simplistic & uni state. It consists of several shades / states

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Post Consumption Response is also discontinuous Satisfied When compared with one’s own expectations

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Customer Satisfaction : what we currently do

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Three Questions, CSI Measurement Study must answer

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Neither key drivers of satisfaction nor 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

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Even 40 years back…… Dr. W. Edward Deming in his book "Out of the Crisis" said : “It will not suffice to have customers who are merely satisfied. An unhappy customer will switch. Unfortunately a satisfied customer may also switch, on the assumption that he could not lose much, and might gain. Profit in business comes from repeat customers, customers that boast about your product and service and that brings friends with them.” Customer Satisfaction & Customer Retention

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“Evidence indicates that satisfying customers is not enough to retain them…  … Xerox found that its "totally satisfied" customers were six times more likely to repurchase Xerox products than its "merely satisfied" customers. “Totally satisfied" ranks only two scale points higher than "merely satisfied," although it earns six times more loyalty….  …. the scales that researchers commonly use to measure satisfaction do not translate linearly into outcomes such as loyalty…”   From: Schneider, Benjamin, Bowen and David E. ‘Understanding customer delight and outrage’, Sloan Management Review 41(1):35-45. 1999 Fall. Customer Satisfaction & Customer Retention

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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

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Customer Satisfaction Measurement And what we have always found to be But MOSTER delivers this……

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OS 8.73 OS 8.65 OS 8.59 In Advance stage of CSI regime, you need more granular measures ! OS is Overall Satisfaction. Studies use a Ten point Scale

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OS 8.99 OS 8.97 OS 8.87 In Advance stage of CSI regime, you need more granular measures ! OS is Overall Satisfaction. Studies use a Ten point Scale.

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? Standard CSI Study Our Approach CSI Measurement : The real decision you have to take ………..

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* Copy Right with METRIC Consultancy Limited ,India

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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

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Must be Attribute : Lower performance on these attributes causes dissatisfaction to the customers Basic offerings Utility preserving Negative Symmetry Theoretical basis of MOSTER system - 2

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Delight Dissatisfaction Performance 0 100 A Delight Attribute : Higher performance of these attributes generates delight for the customer Key Differentiator Utility Enhancing Positive Symmetry Theoretical basis of MOSTER system - 3

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0 Linear Attribute : Satisfaction increases continuously with improved performance. Competitive offerings Performance / bargain Quality Symmetric Theoretical basis of MOSTER system - 4

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Customers expectations and responses change over time. What is delight generating today Becomes The minimum expected tomorrow. Clarifying the Core Concepts - 3 The class of attribute changes with time.

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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 Exhibition Cooking International Buffett Pizza Cooked to order items Latte and Espresso Source : NASA , Lean Six Sigma Management Office, November 07, 2008 from Internet

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“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

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When different attributes belong to different class…. How will the Overall Satisfaction function look ???

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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

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MinimumExpected Performance Expectation Desired Service Actual Experience Emotions generated Delighted Generating Inputs for Customer Satisfaction Mapping

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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

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Customer Classification Zones in the MOSTER System Distance from Dissatisfaction Threshold Dissatisfied Delighted Satisfied For each attribute we measure the % who are Delighted Satisfied Dissatisfied

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Customer Classification in the MOSTER System The MOSTER System estimates the percentage of customers who are Overall Delighted Satisfied Dissatisfied

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R =0.60 2 Source : 16 projects, Total sample size 14,600 * Promoters as defined by NPS Methodology Delighted Customers become Promoters

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X = Expectation fulfillment Satisfaction Will volunteer negative word May give Positive word, when asked Volunteers positive word Critical zones

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Thank you for your time METRIC METRIC Consultancy (UK) Limited 211, Tollgate Road, Beckton, New Ham, London E6 5XW Phone :020 7474 7886 Email: [email protected]

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