Industrial segment Customer relationship assessment study Customer Satisfaction Management &...

Industrial segment

Customer relationship

assessment study

Customer relationship

assessment study

Customer Satisfaction

Management & Measurement,

IMRB InternationalField work durationFeb 2013 - Apr 2013

Central Zone & Competition8th May 2013

http://www.tatapower.com/default.aspx

© CSMM 2013, Confidential & Proprietary

Study Objectives

To understand the needs requirements & expectations of Tata Power customers of the industrial segmentTo understand the needs requirements & expectations of Tata Power customers of the industrial segment

To understand how Tata Power is perceived by the customersTo understand how Tata Power is perceived by the customers

1

To understand the satisfaction levels & assess how Tata Power is meeting these customer expectations To understand the satisfaction levels & assess how Tata Power is meeting these customer expectations

To understand what drives customers loyalty To understand what drives customers loyalty

To identify strengths and weaknesses of Tata PowerTo identify strengths and weaknesses of Tata Power

To identify strategic improvement priorities & leveragable strengths To identify strategic improvement priorities & leveragable strengths

2

3

4

5

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Research design & Methodology

GEOGRAPHIC COVERAGEGEOGRAPHIC COVERAGE

All interviews were conducted in Mumbai.

This track has been covered for the following zone for Tata Power customers.Competition was covered across Mumbai.

INTERVIEWING METHODOLOGYINTERVIEWING METHODOLOGY

Blind methodology was used for conducting the interviews i.e. Customers were not informed who the sponsor of the study was.

CENTRAL ZONE

Goregaon

Malad

Borivali

Kandivali

Aarey Milk colony


Customer Satisfaction Index

CSI

EXPERIENCE INDEX LOYALTY INDEX

47 93

DissatisfactionIndex

* Dissatisfaction index has been calculated using the bottom box scores for all the aspects considered for the CSI score.



Experience Index

Loyalty Index

LT All Total

70 60 87 60 75 60 42

47 30 74 31 54 51 40

93 90 100 89 95 70 44


HT DirectChangeover

Base: 92 60 32 29 63 75 77

BEST RIL


Drivers of Loyalty – Overall Experiences

Loyalty

Payment Process

Impact wise Rank

All TotalTop 2 Box %

All Total Bot 2 Box %

Top 2 % (Excellent + V.Good)

Bot2 % (Fair + Poor)

33

41%41%

1%1%

Metering and billing

11

42%42%

2%2%

Electricity Supply

22

43%43%

1%1%


Customer ExperiencesTop 2 % (Excellent + V.Good )

45%

29%

25%

Scores in RED indicate high bottom 2 => 20

* : Low Base < 30

Impact %Competition Scores significantly higher/ lower than TATA Power

Scores significantly higher/ lower than TATA Power

TATA Power is performing better among HT consumers.Dissatisfaction is mainly around the areas of Complaint Handling and Relationship Building.


Metering and BillingTop 2 % (Excellent + V.Good )

45%

47%

36%

17%


* : Low Base < 30



TATA Power is performing well across segments.Dissatisfaction is mainly around the areas of Timeliness and regularity of receiving bills.


Electricity SupplyTop 2 % (Excellent + V.Good )

29%

40%

33%

27%


* : Low Base < 30



Dissatisfaction for Tata Power is mainly for not Providing Intimation in case of a predetermined power cut .


Payment ProcessTop 2 % (Excellent + V.Good )

25%

54%

20%


* : Low Base < 30



15%

11%

TATA Power performs relatively well on Payment process.Adequacy of reminders serves as an area of improvement.


Customer Relation CentreTop 2 % (Excellent + V.Good )


* : Low Base < 30 Competition Scores significantly higher/ lower than TATA Power

Scores significantly higher/ lower than TATA PowerWait time at the Customer Relation Center , Knowledge level of the Executive and Promptness in resolving queries,

score lower especially among LT consumers


Complaint / Query Handling By Call CentreTop 2 % (Excellent + V.Good )



Scores significantly higher/ lower than TATA PowerEase of navigating the IVR , Wait time before getting connected to the executive and Time kept on hold score low

among HT consumers.


Complaint HandlingTop 2 % (Excellent + V.Good )





The way forward

How do our customers perceive us? Tata Power is seen to be much better than Competition.HT consumers have rated Tata power higher than others.Tata Power is not seen as Responsive/Proactive to consumer needs and nor as a Technologically advanced company

The landscape The CSI score is 70. The Loyalty index is higher (93) compared to the experienced index (47)

The DSI is 0 among the Commercial customers

Additional analysis

Over 90% of the customers are in the Accessible or Truly Loyal zones.

Only 27%, i.e. One in four customers have a lower emotional connection to the company – i.e. are Trapped or High Risk.

About 79% of Direct customers are Truly Loyals.

Future.. Ensuring that operational issues with the Payment Process, Metering and Billing are resolved.Focusing on service and process level initiatives to win back the dissatisfied customers.

What is our customer experience?Reliability of electric supply has emerged as a leveragable strength.

Payment Process, Metering and Billing, Customer Relation Centre and Complaint handling by Call Center have emerged as the key improvement / focus areas

Industrial segment Customer relationship assessment study Customer Satisfaction Management &...

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