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Tracking Customer

Satisfaction
……with the brand, and not just with the product
The Juxt SABUC™ Model
……bringing in the ‘brand’ perspective to customer satisfaction studies
The Juxt SABUC™ Model
……how easy is the brand to See  Access  Buy  Use  Correlate
Customer-Brand Interaction
• 5 distinct ‘stages’ of brand-customer interaction (SABUC)

• Creating 5 distinct ‘experiences’ with the brand

• Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with


the brand

• Therefore, any comprehensive customer satisfaction model must


track and measure all the 5 experiences with the brand

• With customers who are currently interacting with the brand at


each of these 5 stages

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The 5 Customer-Brand Interaction Stages
Interaction Stages Touch Points Milestones

See ATL, BTL Media Brand Awareness


Pre Purchase

Persuasion

Access Retail Brand Consideration

Preference
Purchase

Buy Retail, Product


Brand Purchase

Need Relevance

Brand Usage
Use Product
Post Purchase

Conviction

Correlate Customer Service Brand Relationship


Loyalty

Expectation Experience Satisfaction


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The 5 Distinct Customer Experience Points
Pre Purchase Purchase Post Purchase

See Access Buy Use Correlate

ATL, BTL Media Retail Product Customer Relations

User Friendliness
Usage Satisfaction

noticeable, approachable, appealing, relevant, user identification

hassle-free, timely, responsive, need satisfying, consistent

Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience

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The Customer Satisfaction Measuring Schema
Pre Purchase Purchase Post Purchase

See Access Buy Use Correlate

ATL, BTL Media Retail Product Customer Relations

User Friendliness
Usage Satisfaction

Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience

S Index A Index B Index U Index C Index


10 parameters 35 parameters 20 + 21 parameters 16 + Specific product 40 parameters
attribute parameters

Composite S A B U C Index
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The Customer Satisfaction Measuring
Parameters

• Noticeability of the brand (brand recall level)


• Noticeability of the communication (frequency)
• Timing of the communication (with need)
• Appeal of the brand communication (likeability)
• Adequacy of the information (to form an opinion/perception about the brand)
Brand Awareness • Ease of comprehending key message
Experience • Persuasiveness of the brand communication (to create consideration for the brand)
• Enhancement of the brand image
10 Parameters • Identification with the brand imagery (personality match)
• Achievement of brand differentiation
• Overall satisfaction experience with brand awareness process

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The Customer Satisfaction Measuring
Parameters
• Finding more information about the brand/product (ease, relevance and adequacy of info)
• Noticeability/Locating of brand outlet (signage)
• Ease of accessing the outlet (distance, parking, approachability)
• Physical appeal of the outlet (space, cleanliness, comforts, presentation, product display)
• Marketing friendliness of the outlet (range/options, right variants, demo/sampling, POP)
Brand Consideration • Physical appeal of the staff (appropriate dressing, cleanliness, present-ability)
Experience • Marketing friendliness of the staff (approachability, attentiveness, politeness, efficiency,
brand & competitive product knowledge, responsiveness, persuasiveness, assistance provided,
service orientation/attitude)
35 Parameters • Marketing friendliness of the products (looks/design, packaging, key features)
• Competitiveness of the products (range, features, usage friendliness, price)
• Overall satisfaction experience with brand consideration process

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The Customer Satisfaction Measuring
Parameters
• Availability of the desired/selected variant or model
• Full pricing comprehension (explanation, understanding, acceptance)
• Appropriateness of the final price (vis-à-vis product value, retail deal)
• Adequacy of payment options (range, desired option)
Brand Buying
• Efficiency of transaction (timeliness, smoothness, staff friendliness/courtesy)
Experience
• Appropriateness of billing (amount, explanation of terms & conditions, warranty)
• Return/Exchange/Refund Policy comprehension (explanation, understanding, acceptance)
20 Parameters
• Appropriateness of delivery (timely, as per specifications, in proper condition)
• Overall satisfaction experience with brand buying process

• Convenience of installation time


• Punctuality of installation
• Physical appearance of installation staff (appropriate dressing, cleanliness, present-ability)

If Installation • Customer-friendliness (approachability, politeness, efficiency, responsiveness, service attitude)

Required • Knowledge/Expertise of the installation staff


• Appropriate installation (in proper working condition, hassle-free installation)

21 Parameters • Appropriate product demo (actual demo/walk-thru, explanation of operations, user manual handover,
explanation of key do’s & don’ts, comprehension)

• Contact detailing (customer contact/helpline info, complaint process explanation)

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The Customer Satisfaction Measuring
Parameters

• Ease of usage (use of product, storage)


• Visual appeal (design, finish, colors, fit with status/personality/decor)
• Appropriateness of key features (number of features, comprehension of their usage/benefits,
ease of using the features)
Brand Usage • Product performance on key attributes (results delivered)
Experience • Consistency of performance
• Problems faced in usage (frequency, severity, self-repair/recovery)
16 Parameters +
• Quality perception of the product
Specific Usage
Attribute Parameters • Value perception of the product
• Overall satisfaction experience with brand usage

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The Customer Satisfaction Measuring
Parameters
• Pro-active customer relations (welcome greetings, usage feedback, value-addition/
upgrade/loyalty offers)

• Availability of regular parts/refills/rechargeables (ease, timely, range, reasonable cost)

• Problem resolution call support (ease of connecting, promptness, politeness, responsiveness,


problem comprehension, forwarded to the right person, problem registration, timeliness, product/
service knowledge)

• Problem resolution visit (punctuality of visit, appropriate dressing, cleanliness, present-ability,


Brand Relationship politeness, efficiency, responsiveness, service attitude, product/service knowledge & expertise)
Experience • Problem resolution (correct & timely identification of problem, adequate resolution of problem,
timely resolution, availability/replacement of required parts)

• Service Charges (reasonable, explained adequately, receipt given, warranty honored)


40 Parameters • Problem resolution check/confirmation call
• Permission marketing (opt-in vs. unwanted calls)
• Customer loyalty program (does it exist, customer awareness, membership, perceived benefits,
satisfaction level)

• Overall satisfaction experience with customer relationship

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Methodology

• Important to measure satisfaction levels at each stage of


interaction to derive the relevant ‘diagnostics’ for leakages in the
brand funnel

• For each customer-brand interaction stage, feedback from only


those who have interacted with the category at that level in the
last 3-6 months

• Parameters also rated on their ‘importance’ to customers to


facilitate reporting of ‘attribute importance vis-à-vis performance
grids’ for key brands in the category

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Sampling

Non Intending Non Users Intending Non Users New Users Old Users

Not likely to buy Likely to buy Bought in Bought in Bought before


in next X months in next X months last Y months last X months X months

Brand Awareness Brand Awareness Brand Consideration Brand Buying Brand Usage
Experience Experience Experience Experience Experience

Brand Consideration Brand Buying Brand Usage Brand Relationship


Experience Experience Experience Experience

Quota of total 300 responses per brand (60 x 5 interaction stages)

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Key Analysis & Reporting

• Brand funnel with leakages at each of the 5 stages of customer-


brand interaction (+ reasons of leakages at each level)

• Satisfaction scores at each of the 5 stages of brand experience -


individual S,A,B,U,C index scores

• Overall satisfaction with the brand (composite SABUC index for the
brand)

• Brand performance on individual parameters/attributes vis-a-via


the importance of these parameters/attributes (S, A, B, U, C grids)

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Thank You!