Client Satisfaction 2011 Maria Correia
Transcript of 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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marketing in the new era 2010/2011, 1semm rosario pinto correia
Proof?
Correlation between loyalty andconsumption
Correlation between DJ and ACSI
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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
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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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marketing in the new era 2010/2011, 1semm rosario pinto correia
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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