Blog 4 Tables
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Customer Criteria Matrix Segmentation by Frequency of Use Chronic Ailment Speed of Service Advice from Pharmacist Convenient Location Broad Assortment (non Rx) Store Appearance Total
Note the emphasis on convenience
Occasional User 40 10 10 40 20 30 30 0 0 20 100 100
Segmentation by Age of Consumer Senior
MidLife 15 30 20 5 30 100
20 15 25 20 20 100
Note importance of advice
(NB For illustration only. Two alternative segmentation schemes provide different insights as to who s
mentation by of Consumer TwentySomething
Comments: 30 note how speed of service trends 10 note how advice trends 10 location less critical for younger set 30 assortment more critical for younger set 20 everyone wants a nice shopping environment 100
insights as to who shops where)
Table 1: Raw Data Segment: Chronic Users
Speed of Service Advice from Pharmacist Convenient Hours Broad Assortment (non Rx) Store Appearance Total
Table 2: Weighted Average Segment: Chronic Users
Chronic Relative Importance 35 10 25 25 5 100 Avg Score
----------Our Score 7 8 6 6 7 6.8
Chronic ----------Our Score
Speed of Service Advice from Pharmacist Convenient hours Broad Assortment (non Rx) Store Appearance Total
Relative Importance 35 10 25 25 5 100 TOTAL
7 8 7 6 7
----------Imp x score 245 80 175 150 35 685
Table 3: Weighted Average after changes (we improved assortment to 7; public increases importanc Segment: Chronic Users Chronic --------------------Relative Our Imp x Importance Score score Speed of Service 35 7 245 Advice from Pharmacist 10 8 80 Convenient Hours 20 7 140 Broad Assortment (non Rx) 25 7 175 Store Appearance 10 7 70 Total 100 TOTAL 710
The Quality Diagnostic Matrix Provides Advice
Use It or Lose It
Higher Higher Your YourRelative Relative Performance Performance
Lower Lower
Use It or Lose It Store Appearance
Do We Really Care? Low Low Importance Importancetotothe theCustomer Customer
RATINGS Competitor A 5 6 8 6 9
------------Competitor B 3 6 6 9 9
6.8
6.6
RATINGS Competitor A
----------Imp x score 5 6 8 7 9
TOTAL
------------Competitor Imp x B score 175 3 105 60 6 60 200 6 150 175 9 225 45 9 45 655 TOTAL 585
o 7; public increases importance attached to appearance by 5 points and decreases importance of location by 5 RATINGS Competitor A
----------Imp x score 5 6 8 7 9
TOTAL
------------Competitor Imp x B score 175 3 105 60 6 60 160 6 120 175 9 225 90 9 90 660 TOTAL 600
Speed of service
Watch Your
Watch Your Back Convenient Hours
Up or Out High High
ce totothe nce theCustomer Customer
1
importance of location by 5)
Note the emphasis on convenience
Occasional User 40 10 10 40 20 30 30 0 0 20 100 100
Segmentation by Age of Consumer Senior
MidLife 15 30 20 5 30 100
20 15 25 20 20 100
Note importance of advice
(NB For illustration only. Two alternative segmentation schemes provide different insights as to who s
mentation by of Consumer TwentySomething
Comments: 30 note how speed of service trends 10 note how advice trends 10 location less critical for younger set 30 assortment more critical for younger set 20 everyone wants a nice shopping environment 100
insights as to who shops where)
Table 1: Raw Data Segment: Chronic Users
Speed of Service Advice from Pharmacist Convenient Hours Broad Assortment (non Rx) Store Appearance Total
Table 2: Weighted Average Segment: Chronic Users
Chronic Relative Importance 35 10 25 25 5 100 Avg Score
----------Our Score 7 8 6 6 7 6.8
Chronic ----------Our Score
Speed of Service Advice from Pharmacist Convenient hours Broad Assortment (non Rx) Store Appearance Total
Relative Importance 35 10 25 25 5 100 TOTAL
7 8 7 6 7
----------Imp x score 245 80 175 150 35 685
Table 3: Weighted Average after changes (we improved assortment to 7; public increases importanc Segment: Chronic Users Chronic --------------------Relative Our Imp x Importance Score score Speed of Service 35 7 245 Advice from Pharmacist 10 8 80 Convenient Hours 20 7 140 Broad Assortment (non Rx) 25 7 175 Store Appearance 10 7 70 Total 100 TOTAL 710
The Quality Diagnostic Matrix Provides Advice
Use It or Lose It
Higher Higher Your YourRelative Relative Performance Performance
Lower Lower
Use It or Lose It Store Appearance
Do We Really Care? Low Low Importance Importancetotothe theCustomer Customer
RATINGS Competitor A 5 6 8 6 9
------------Competitor B 3 6 6 9 9
6.8
6.6
RATINGS Competitor A
----------Imp x score 5 6 8 7 9
TOTAL
------------Competitor Imp x B score 175 3 105 60 6 60 200 6 150 175 9 225 45 9 45 655 TOTAL 585
o 7; public increases importance attached to appearance by 5 points and decreases importance of location by 5 RATINGS Competitor A
----------Imp x score 5 6 8 7 9
TOTAL
------------Competitor Imp x B score 175 3 105 60 6 60 160 6 120 175 9 225 90 9 90 660 TOTAL 600
Speed of service
Watch Your
Watch Your Back Convenient Hours
Up or Out High High
ce totothe nce theCustomer Customer
1
importance of location by 5)
