Ahp Matrix Template

CTQ'S RESPONSE QUALITY PACKING

RESPONSE 1 7 7

QUALITY 0.142857142857 1 7

PACKING 0.142857142857 0.142857142857 1

DELIVERY 0.125 0.125 0.125

RELATIONSHIP 0.125 0.125 0.2

COL. TOTAL 1.535714285714 8.392857142857 15.325

CTQ'S

RESPONSE 0.651162790698 0.834042553191 0.4567699836868

QUALITY 0.093023255814 0.11914893617 0.4567699836868

PACKING 0.093023255814 0.017021276596 0.0652528548124

DELIVERY 0.081395348837 0.014893617021 0.0081566068515

RELATIONSHIP 0.081395348837 0.014893617021 0.0130505709625

COL. TOTAL 1 1 1

SCORES TO BE ALLOCATEDDESCRP. NORMAL AHP SCORE

ANALYTICAL HIERARCHY PROCESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTOMER MONTH WISE

NORMALIZED SCORE

RESPONSE

NORMALIZED SCORE

QUALITY

NORMALIZED SCORE

PACKING

POOR 1 1 TO 2

AVERAGE 2 3 TO 4

GOOD 3 5 TO 6

VERY GOOD 4 7 TO 8

EXCELLENT 5 9 TO 10

DELIVERY RELATIONSHIP THIS IS ALSO CALLED PERCENT RATIO SCALE OF PRIORITY

8 8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK

8 8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW

8 5 FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN

1 9 FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE

0.11111111111 1

25.1111111111 31

0.3185840708 0.258064516129032 2.5186239145014 50.3724782900289

0.3185840708 0.258064516129032 1.2455907625964 24.9118152519289

0.3185840708 0.161290322580645 0.6551717805992 13.103435611984

0.03982300885 0.290322580645161 0.4345911622048 8.69182324409509

0.00442477876 0.032258064516129 0.1460223800982 2.92044760196313

1 1 5

SCORES TO BE ALLOCATEDAVG. AHP SCORE

ANALYTICAL HIERARCHY PROCESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTOMER MONTH WISE & SALES EXECUTIVEWISE

NORMALIZED SCORE

DELIVERY

NORMALIZED SCORE

RELATIONSHIP

CUMULATIVE NORMALIZED

SCORE OR ROW SUM

NORMALIZED PERCENTAGE OR PERCENT RATIO

SCALE OF PRIORITY

This is the Percent Ratio Scale of Priority or the customer

preferences prioritywise. Higher score means high priority for

that particular parameter

1.53.55.57.59

THIS IS ALSO CALLED PERCENT RATIO SCALE OF PRIORITY

FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK

FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW

FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN

FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE

% RATIO SCALE OF PRIORITY FOR THE MONTHCR EXEC. RESPONSE QUALITY

CR1

ANALYTICAL HIERARCHY PROCESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTOMER MONTH WISE




CR2CR3CR4CR5CR6CR7CR8CR9

CR10CR11CR12CR13CR14CR15CR16CR17CR18CR19CR20CR21CR22

CR23CR24CR25CR26CR27CR28CR29CR30

% RATIO SCALE OF PRIORITY FOR THE MONTHQUALITY DELIVERY PACKING RELATIONSHIP




% RATIO SCALE OF PRIORITY FOR THE MONTHRELATIONSHIP

AHP NOMENCLATURE & DETAILSIn the % Ratio Scale of Priority Table:Here CR implies Customer: So CR1 is Customer Number 1; CR2 means Customer Number 2 etc.EXEC. Means Name of The Sales Executive Who is Visiting His/Her Designated Customer.The Variables or CTQ's Response;Quality; Delivery; Packing and Relationship are parameters of aCustomer Satis faction Index Form.

The Customer Satisfaction Index Form Looks Like This:- (GATHERING VOC)

CUSTOMER SATISFACTION INDEX SURVEY FORM

RESPONSE QUALITY1 Excellent [ ] 1 Excellent [ ]

2 Very Good [ ] 2 Very Good [ ]

3 Good [ ] 3 Good [ ]

4 Average [ ] 4 Average [ ]

5 Poor [ ] 5 Poor [ ]

DELIVERY PACKING1 Excellent [ ] 1 Excellent [ ]

2 Very Good [ ] 2 Very Good [ ]

3 Good [ ] 3 Good [ ]

4 Average [ ] 4 Average [ ]

5 Poor [ ] 5 Poor [ ]

RELATIONSHIP REMARKS1 Excellent [ ] EXCELLENT2 Very Good [ ] VERY GOOD

Please Tick any one of the ranks for the following Variables in the check box against each remark:-

2 Very Good [ ] VERY GOOD3 Good [ ] GOOD4 Average [ ] AVERAGE5 Poor [ ] POOR

AHP Template is used to evaluate Customer Satisfaction Index or The Customer's Percent Ratio Scale Of Priority

Five CTQ's for a sales and Marketing Department is used. These CTQ'S are: (1) Response:- Of the Supplier or the manufacturer delivering its

products. (2) Quality: The Value entitlement of the Product for the customer or the Quality of the product. (3) Delivery Time: The Time taken to deliver the Product to Customer's Premises. (4) Packing:

How's the robustness of the Packing of the Product and (5) Relationship: The actual relationship with the customer.

AHP MATRIX DETAILS




As the Maximum Score is 5, when your customer rates these important parameters the total score is multiplied by five(5). First add all the scores for Response; Quality; Delivery; Packing and Relationship for a particular customer of the particular sales/marketing

executive. Then multiply by five(5) the maximum score. This will be the customer satisfaction index for that particular customer. Now these scores of the individual CTQ's

e.g. Response;Quality; Delivery etc. are to be converted to AHP score and plugged into the AHP Matrix in the AHP Template provided to calculate the % Ratio Scale Of Priority for each of the CTQ's of Marketing. The greatest % score is what your customer's preference is and

that's the priority through which he/she judges about the manufacturing organization.

AHP MATRIX DETAILS

AHP (Analytic Hierarchy Process Matrix) is a Matrix in which the Rows and Columns have the same parameters. For e.g. here If First Row is Response the First Column is also Response; If the second Row is Quality the Second Column is also Quality ……likewise. Now once the matrix is arranged a score range of 1 to 9 is selected and allocated after brainstorming by a Mktng. Team where a maximum score implies that the row is more important than the column. The diagonal of the matrix is allocated a score of 1. Now proceeding Columnwise the value in the corresponding column just below the diagonal is just inverse of the scores in the corresponding row. Likewise calculate all the columns. Add the columns. Now create a table for normalizing the scores. Divide each value of a cell of a column by the column total. Likewise do for all columns. Add the rows of this new table. This will be the Normalized score for each CTQ. Convert into percentage by dividing the normalized score for a CTQ with the column total of the Normalized Score Column and multiplying by 100. This will be the Percent Ratio Scale Of Priority for each CTQ and will also be the priority of your customer.

Here in this case convert the scores of 1 to 9 to the scores allocated in the customer satisfaction index Survey Form and then take the geometric mean of AHP Score to match with the CSI form score. The table to allocate the actual scores is given below:-

CSI RATING CSI SCORE AHP SCORE

EXCELLENT 5 9


EXCELLENT 5 9VERY GOOD 4 7 - 8

GOOD 3 5 - 6AVERAGE 2 3 - 4

POOR 1 1 - 2Plug the data of the converted score (Geometric Mean) into the AHP Matrix

Template. An automatic data will be generated into the columns of the Normalized

Score Table. You have to just look at the last column of the Normalized Score table

called Percent(%) Ratio Scale Of Priority of the Customer or the Customer

Preference. A Histogram can be then made starting with the Least % ratio scale of

priority to the maximum % ratio scale of priority. The Least score value will

indicate that which problem is to be attacked first (as ranked lowest by the

customer). Alternately we can draw a Pareto chart by first subtracting each % Ratio

Scale Of Priority Score from 100% and after subtracting the greatest value of %

Ratio Scale Of Priority will become the least value. To Draw a Pareto Chart we can

arrange the subtracted values from greatest to the least and plot the pareto

Histogram. The Maximum value as per the pareto chart is the CTQ to be most

attended first and ultimately improve our internal and external processes to

increase the Customer's Value entitlement.

Plug the data of the converted score (Geometric Mean) into the AHP Matrix




























We can also make Multi - Vari Charts for a months data executivewise and actually observe the variance in the CTQ's executivewise and can judge the relative performance of the executives in the field and can further back up the marketing team by analyzing and solving the problems faced by the executives in the field.

AHP NOMENCLATURE & DETAILS

Here CR implies Customer: So CR1 is Customer Number 1; CR2 means Customer Number 2 etc.EXEC. Means Name of The Sales Executive Who is Visiting His/Her Designated Customer.The Variables or CTQ's Response;Quality; Delivery; Packing and Relationship are parameters of a

The Customer Satisfaction Index Form Looks Like This:- (GATHERING VOC)

CUSTOMER SATISFACTION INDEX SURVEY FORM

VO

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AT

HE

RIN

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Excellent [ ]

Very Good [ ]

Good [ ]

Average [ ]

Poor [ ]

PACKINGExcellent [ ]

Very Good [ ]

Good [ ]

Average [ ]

Poor [ ]

SCORES54

Please Tick any one of the ranks for the following Variables in the check box against each remark:-

4 VO

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AT

HE

RIN

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AHP MATRIX DETAILS








AHP MATRIX DETAILS

AHP (Analytic Hierarchy Process Matrix) is a Matrix in which the Rows and Columns have the same parameters. For e.g. here If First Row is Response the First Column is also Response; If the second Row is Quality the Second Column is also Quality ……likewise. Now once the matrix is arranged a score range of 1 to 9 is selected and allocated after brainstorming by a Mktng. Team where a maximum score implies that the row is more important than the column. The diagonal of the matrix is allocated a score of 1. Now proceeding Columnwise the value in the corresponding column just below the diagonal is just inverse of the scores in the corresponding row. Likewise calculate all the columns. Add the columns. Now create a table for normalizing the scores. Divide each value of a cell of a column by the column total. Likewise do for all columns. Add the rows of this new table. This will be the Normalized score for each CTQ. Convert into percentage by dividing the normalized score for a CTQ with the column total of the Normalized Score Column and multiplying by 100. This will be the Percent Ratio Scale Of Priority for each CTQ and will also


AHP SCORE GEOMETRIC MEAN

9 9


99 97 - 8 7.55 - 6 5.53 - 4 3.51 - 2 1.5





























We can also make Multi - Vari Charts for a months data executivewise and actually observe the variance in the CTQ's executivewise and can judge the relative performance of the executives in the field and can further back up the marketing team by analyzing and solving the problems faced by the executives in the field.

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AHP MATRIX DETAILS








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AHP (Analytic Hierarchy Process Matrix) is a Matrix in which the Rows and Columns have the same parameters. For e.g. here If First Row is Response the First Column is also Response; If the second Row is Quality the Second Column is also Quality ……likewise. Now once the matrix is arranged a score range of 1 to 9 is selected and allocated after brainstorming by a Mktng. Team where a maximum score implies that the row is more important than the column. The diagonal of the matrix is allocated a score of 1. Now proceeding Columnwise the value in the corresponding column just below the diagonal is just inverse of the scores in the corresponding row. Likewise calculate all the columns. Add the columns. Now create a table for normalizing the scores. Divide each value of a cell of a column by the column total. Likewise do for all columns. Add the rows of this new table. This will be the Normalized score for each CTQ. Convert into percentage by dividing the normalized score for a CTQ with the column total of the Normalized Score Column and multiplying by 100. This will be the Percent Ratio Scale Of Priority for each CTQ and will also


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We can also make Multi - Vari Charts for a months data executivewise and actually observe the variance in the CTQ's executivewise and can judge the relative performance of the executives in the field and can further back up the marketing team by analyzing and solving the

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ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER SATISFACTION LEVEL

CUSTOMER NO. 1 RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP

RESPONSE 1 7 7 8 8

QUALITY 0.1428571429 1 7 8 8

PACKING 0.1428571429 0.142857 1 8 5

DELIVERY 0.125 0.125 0.125 1 9

RELATIONSHIP 0.125 0.125 0.2 0.11111111 1

COL. TOTAL 1.5357142857 8.392857 15.325 25.1111111 31

NORMALIZED SCORE TABLE

RESPONSE 0.6511627907 0.834043 0.45677 0.31858407 0.258064516129

QUALITY 0.0930232558 0.119149 0.45677 0.31858407 0.258064516129

PACKING 0.0930232558 0.017021 0.065253 0.31858407 0.161290322581

DELIVERY 0.0813953488 0.014894 0.008157 0.03982301 0.290322580645

RELATIONSHIP 0.0813953488 0.014894 0.013051 0.00442478 0.032258064516

COL. TOTAL 1 1 1 1 1

RESPONSE 50% THIS CUSTOMER BUYS BECAUSE OF MAXIMUM RESPONSE FROM SUPPLIER OR MANUFACTURER

QUALITY 25% THE CUSTOMER RATES RESPONSE AS 50.37% QUALITY AS 24.90%

PACKING 13% PACKING AS 13.10% DELIVERY AS 8.69% AND RELATIONSHIP AS 2.90%

DELIVERY 9%

RELATIONSHIP 3%

ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER SATISFACTION LEVEL

NORMALIZED SCORE TABLE

2.518624 50.41.245591 24.90.655172 13.10.434591 8.70.146022 2.9

5

THIS CUSTOMER BUYS BECAUSE OF MAXIMUM RESPONSE FROM SUPPLIER OR MANUFACTURER

THE CUSTOMER RATES RESPONSE AS 50.37% QUALITY AS 24.90%

PACKING AS 13.10% DELIVERY AS 8.69% AND RELATIONSHIP AS 2.90%

This is the Percent ratio Scale of Priority Column. This is also called Customer Preference. Here it can be clearly seen that for This Particular Customer Response from manufacturer carries the greatest preference. The customer rates Response from the manufacturer at the highest priority and is implying that the Marketing Dept. or the sales backup team is giving maximum response.

This is the Percent ratio Scale of Priority Column. This is also called Customer Preference. Here it can be clearly seen that for This Particular Customer Response from manufacturer carries the greatest preference. The customer rates Response from the manufacturer at the highest priority and is implying that the Marketing Dept. or the sales backup team is giving maximum response.

Pareto Analysis

Cumulative % Individual % CTQ (100-CTQ)Response 24.25 24.25 Relationship 97Quality 47.00 22.75 Delivery 91Packing 68.75 21.75 Packing 87Delivery 87.50 18.75 Quality 75Relationship 100.00 12.50 Response 50

400

CTQ % RS of P (100-CTQ)

RESPONSE 50.4 49.6

QUALITY 24.9 75.1

PACKING 13.1 86.9

DELIVERY 8.7 91.3

RELATIONSHIP 2.9 97.1

From the AHP Example the Pareto Chart Drawn Indicates that Relationship is to be

improved for this customer.

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Ahp Matrix Template

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