Moster pr 2013

Measuring Modeling Mentoring

Welcome

Metric Consultancy LtdA Group company of Metric Global

The first Indian Global Market Research Organization


The MOSTER System

CEM Model that is used in 30 countries


Customer Satisfaction Measurement : What we always believed to be

0 10

5

Increased Satisfaction

Decreased Satisfaction

Improved Quality

Poor Quality

6.8 7.2

7.8 8.40 10


Satisfaction as `experience’ is not one homogenous state

Disgust Dissatisfaction Satisfaction Delight

Measuring it as just One Number is oversimplification.

Satisfaction is a panorama of several shades / states


Satisfaction DelightDissatisfaction

010

Customer Satisfaction : what every one does

TOP BOX

SCORE

MEAN

SCORE


Customer Satisfaction is also discontinuous

Dissatisfaction Satisfaction Delight

Satisfied More Satisfied

Excited

Less Satisfied

Disappointed


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)SexNationality race/ethnicity favorite pet

Dissatisfaction-Satisfaction-Delight


Neither

key drivers of overall satisfaction can be estimated reliably

Nor

A robust relationships between Satisfaction &

Loyalty & Advocacy cannot be established

Satisfaction as `Continuous Variable’ has led to several problems


* Copy Right with METRIC Consultancy Limited ,India

The MOSTER System*

For

A Systematic Plan for Delighting Customers


One Dimensional Quality

Performance

Bad Good

Low High

User

Satisfaction

KANO’S THEORY OF TWO DIMENSIONAL QUALITY

Two Dimensional Quality

Satisfaction Good

Performance


Basic OR Must Be Quality

Absence of these will cause

dissatisfaction, but no amount

of Improvements will enhance

positive satisfaction, it will only

minimise dissatisfaction.


Illustration

Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer.

Three extra toilet rolls = not unhappy, but not happy customer.

Delight

Dissatisfaction

Performance

Must be attributes

0 100


Excitement or Delight Quality

Presence of these will delight

customers/users and increase

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.


Delight attributes


Performance Quality

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

or exquisite performance.

Illustration

Miles per gallon: more = greater satisfaction

Waiting time in an airport: less time = greater satisfaction

0

Delight

Dissatisfaction

Performance

100



Customers expectations and responses change over time.

What is Delight Generating today becomes the Minimum Expected tomorrow.

The class of attribute changes with time

Makes Innovation key driver of success

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


Nature of Customer Expectations

Level Customers

Believe Can and Should Be

Delivered

Minimum Level

Customers Are Willing

to Accept

Performance

Minimum Level

Customers Are Willing

to Accept


MinimumExpected

State your Performance Expectation from

Industry

Desired Service

Rate your actual Experience with

Brand/s

Emotions generated

Satisfied

Delighted

Dissatisfied

DATA COLLECTION & GENERATING INPUTS FOR MOSTER

MAPPING

Data Collection Mapping


Distance from

Dissatisfaction

Threshold

Dissatisfied

Delighted

Satisfied

DELIGHTED

SATISFIED

DISSATISFIED

For each attribute and on the

overall basis MOSTER measures

the proportion of respondents who

are

What does the MOSTER System Deliver ?


* Copy Right with METRIC Consultancy Limited ,India

The MOSTER System*

THE DELIVERABLES


-10.0

-8.0

-6.0

-4.0

-2.0

0.0

2.0

4.0

6.0

8.0

10.0

-10.0 -8.0 -6.0 -4.0 -2.0 0.0 2.0 4.0 6.0 8.0 10.0

Distribution of Respondents in Satisfaction SpaceValue for money

Delighted

(45%)

Dissatisfied

(23%)

Satisfied

(32%)


MOSTER System : Attribute wise MOSTER Satisfaction Score

Distance from

Dissatisfaction

Threshold

Satisfaction score for each attribute is estimated on the basis of position of respondents in the MOSTER Satisfaction space as per the scale indicated

Score can range from 0 to 100

Overall Score is the attribute wise weighted average score for all attributes

12 5

6

7

9

10


(Y) Overall Satisfaction

A1

A2

A3

A5

A4

Delight Status on Attributes

We built a model using multiple regression with dummy variables

Dependent variable (Y): Overall Satisfaction score

Xi

Independent variables (X): Delight status of respondents on attributes

MOSTER System : Estimation of Key Drivers of Satisfaction


Model Summary

R R2

Adjusted R2 Std. Error of

EstimateChange Statistics

R2

Change F Change Sig. F Change

0.837 0.700 0.694 4.766 0.700 119.567 0.000

Attribute Name Beta Std. Error t

Available In-Stock 4.699 0.620 7.574

Good selection in specific price

range1.441 0.684 2.105

Easy to shop on my own 1.554 0.746 2.085

Easy to determine which Mowers

went with which signage1.632 0.729 2.238

Signs / Information made easy to

compare Mower features and

benefits

2.021 0.731 2.766

Key Drivers for Satisfaction

41%

13%14%

14%

18%

Drivers of Overall Satisfaction

Available In-

Stock

Good selection in

specific price

range

Easy to shop

on my own

Easy to

determine

which Mowers

went with

which

signage

Signs / Information made

easy to compare Mower

features and benefits


10% 74%

16%

Quick Response

MOSTER System : Attribute wise proportion of delighted/satisfied/dissatisfied respondents


Distance from

Dissatisfaction

Threshold

Marginally below

delight

(Upper threshold of

delight)

Dissatisfied

Delighted

Satisfied

Marginally Dissatisfied

(Lower threshold of satisfaction)

Marginally Delighted

MOSTER System : Attribute wise improvement potential


MOSTER helps you estimate

Improvement Potential for each Attribute

Threshold valuesFigures are in percentage of

total respondents Delighted

9

12

31

Satisfied30

Dissatisfied

18

Attribute: Availability of all models & colors

A small change of

ratings on this attribute

will result in 18%

moving from dissatisfied

to satisfied AND 12%

from satisfied to

delighted= 30%Likely

Impact Of Marginal

Improvement

Improvement Potential = 18 % + 12 % = 30 %


MOSTER helps you rank attributes in

descending order of Improvement Potential

Improvement Potential

A8

A5

A1

A9

A9

A7

A12

A6

A3

Improvement Potential


Low High

NEXT

NOT SO

SOON

NOW

NEAR

FUTURE

Lo

wH

igh

•CO

MP

ET

EN

CIA

TÉ

CN

ICA

LIKELY IMPACT OF MARGINAL IMPROVEMENT

IND

EX

OF

IM

PO

RTA

NC

E

( II)

Action Planning Grid

MOSTER System : Action Plan for Reducing Dissatisfaction and Enhancing Delight


The MOSTER System

As Business Process Improvement Tool


Minilab reliability

0

10

20

30

40

50

Dec 01 Jun 02 Dec 02 Apr-03 Jun-03 Sep-03 Dec-03

Quality of picture

0

10

20

30

40

50


Increasing proportion of

Delighted Customers

Minilab reliability

0

10

20

30

40

50


Quality of picture

0

10

20

30

40

50


Decreasing proportion of

Dissatisfied Customers

After consecutive rounds, this is what happens…….


The MOSTER System

As Buyer Behavior Model


HYPOTHESIS

Satisfaction with shopping experience

influence the `walk-in’ customers’ chances

of buying during the visit

:


(Y)= Overall MOSTER

Satisfaction Index (MSI)

We built a model using Logistic Regression where

Independent variables (X): = Overall MOSTER Satisfaction Index (MSI) for each Respondent

MOSTER System : Provides linkage with Buyer Behavior parameters

1= Walk in

customer buys

0=Walk in customer

DOES NOT buy

Dependent Variable Y is dichotomous

Xi


Goodness-of-fit testChi-

squareDegrees of freedom

Significance

Hosmer and Lemeshow Test 3.52 8 0.90

Model Summary βStandard

ErrorExp(B)

Moster Satisfaction Index 0.78 0.05 2.18

Constant -3.65 0.32

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

1.1

1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0

pro

ba

bility

(Y

= 1

)

X = Moster Satisfaction Index

•Point of Equal

Opportunity

MOSTER System : MSI provides the key to increase Conversion at Counter


Thank you for your time

Metric Global

Metric Consultancy Limited91, Florida Estate, Mundhava , Pune 411 036

Phone : + 91 20 2682 3008 Fax : 91 20 2681 1567

Email : [email protected]

Website : www.metricconsultancy.com

Moster pr 2013

Business

Transcript of Moster pr 2013