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Monitoring Satisfaction to Ensure Retention

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Submitted By dharmadhikari
Words 832
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Welcome

Metric Consultancy Ltd
A Group company of Metric Global

Measuring Modeling Mentoring

The MOSTER System
CEM Model that is used in 30 countries

Measuring Modeling Mentoring

Customer Satisfaction Measurement : What we always believed to be

Improved Quality

Increased Satisfaction 6.8 7.2

0

10

5
7.8 8.4

0
Decreased Satisfaction

10

Poor Quality

Measuring Modeling Mentoring

Satisfaction as `experience’ is not one homogenous state

Measuring it as just One Number is oversimplification.

Satisfaction is a panorama of several shades / states

Disgust Dissatisfaction

Satisfaction

Delight

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Customer Satisfaction : what every one does

MEAN SCORE

0

10

Dissatisfaction

Satisfaction

Delight
TOP BOX SCORE

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Customer Satisfaction is also discontinuous

Dissatisfaction

Satisfaction

Delight

Less Satisfied

Satisfied

More Satisfied Excited

Disappointed

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Satisfaction : Continuous or Categorical Variable ?
Continuous Variable
Age in years, Weight, Blood pressure reading , Temperature, Concentrations of pollutants Satisfaction : Rating on a scale

Categorical variable (Items can be sorted into categories like sorting into bins) Sex Nationality race/ethnicity favorite pet

Dissatisfaction-Satisfaction-Delight
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Satisfaction as `Continuous Variable’ has led to several problems Neither key drivers of overall satisfaction can be estimated reliably Nor

A robust relationships between Satisfaction & Loyalty & Advocacy cannot be established

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The MOSTER System* For

A Systematic Plan for Delighting Customers

* Copy Right with METRIC Consultancy Limited ,India
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KANO’S THEORY OF TWO DIMENSIONAL QUALITY

One Dimensional Quality

Two Dimensional Quality

Performance

Bad
User

Good

Satisfaction

Good

Satisfaction

Performance High

Low

Measuring Modeling Mentoring

KANO’S THEORY OF TWO DIMENSIONAL QUALITY
Delight

Basic OR Must Be Quality

Absence of these will cause dissatisfaction, but no amount

0
Performance

100 

of Improvements will enhance positive satisfaction, it will only minimise dissatisfaction. Illustration

Must be attributes

Dissatisfaction

Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer.
Three extra toilet rolls = not unhappy, but not happy customer.
Measuring Modeling Mentoring

Measuring Modeling Mentoring

KANO’S THEORY OF TWO DIMENSIONAL QUALITY

Excitement or Delight Quality
Presence of these will delight customers/users and increase
Delight attributes



their satisfaction, but absence of them will not affect the existing level of satisfaction. Illustration

Internet access on a plane or tube is not expected and so will not upset if not present, but will delight if it is.
Measuring Modeling Mentoring

KANO’S THEORY OF TWO DIMENSIONAL QUALITY Performance Quality
Delight

Satisfaction is proportional to the way in which these attributes

perform starting from dissatisfaction due to poor performance or absence to Delight due to quick, powerful

0
Performance

100

or exquisite performance.
Illustration Miles per gallon: more = greater satisfaction

Dissatisfaction

Waiting time in an airport: less time = greater satisfaction
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The class of attribute changes with time

Makes Innovation key driver of success

Customers expectations and responses change over time.
What is Delight Generating today becomes the Minimum Expected tomorrow.
For example: Internet-ready PC with in-built MODEM was a delight attribute 5 years back; today it is a must-be attribute.

Innovation
Pipe line

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Nature of Customer Expectations Performance
Level Customers Believe Can and Should Be Delivered

Minimum Level Customers Are Willing to Accept

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DATA COLLECTION & GENERATING INPUTS FOR MOSTER MAPPING

Data Collection
State your Performance Expectation from
Industry

Mapping
Emotions generated

Rate your actual Experience with
Brand/s

Delighted

Desired Service
Satisfied

Minimum Expected
Dissatisfied

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What does the MOSTER System Deliver ?
For each attribute and on the overall basis MOSTER measures the proportion of respondents who are

DELIGHTED SATISFIED
DISSATISFIED

Distance from Dissatisfaction Delighted Threshold

Satisfied
Dissatisfied

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The MOSTER System As Buyer Behavior Model

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:

HYPOTHESIS Satisfaction with shopping experience influence the `walk-in’ customers’ chances of buying during the visit

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MOSTER System : Provides linkage with Buyer Behavior parameters
We built a model using Logistic Regression where Dependent Variable Y is dichotomous

1= Walk in

(Y)=

customer buys

0=Walk in customer
DOES NOT buy

Overall MOSTER Satisfaction Index (MSI)

Xi

Independent variables (X): = Overall MOSTER Satisfaction Index (MSI) for each Respondent
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MOSTER System : MSI provides the key to increase Conversion at Counter
1.1 1.0 0.9 probability (Y = 1)

0.8
0.7

0.6
0.5 0.4 0.3 0.2 0.1 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 X = Moster Satisfaction Index

•Point of Equal
Opportunity

Goodness-of-fit test Hosmer and Lemeshow Test Model Summary

Chisquare 3.52 β

Degrees of freedom 8 Standard Error

Significance 0.90 Exp(B)

Moster Satisfaction Index
Constant

0.78
-3.65

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0.32

0.05

2.18

Thank you for your time

Metric Global Metric Consultancy (UK) Limited
5th Floor, Newbury House, 890-900, Eastern Avenue, Newbury Park, Ilford Essex-IG2 7HH

T: +44 (020) 30226063 E: dharma@metricuk.com

M: +44 07884 448832 http://www.metricglobal.com

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