Sabuc Customer Satisfaction Model

Tracking Customer Satisfaction

…….with the brand, and not just with the product

The JuxtConsult

SABUC Model TM

…….bringing in the ‘brand’ perspective to customer satisfaction studies

* pronounced SABAK

The JuxtConsult

…….how easy is the brand to

See

Æ

SABUC Model

Access

TM

Æ

Buy

Æ

Use

Æ

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

The 5 Customer-Brand Interaction Stages

Pre Purchase

Interaction Stages

See

Touch Points

Milestones

ATL, BTL Media

Brand Awareness Persuasion

Access

Retail

Brand Consideration

Post Purchase

Purchase

Preference

Buy

Retail, Product

Brand Purchase Need Relevance

Use

Product

Brand Usage Conviction

Correlate

Customer Service

Brand Relationship Loyalty

Expectation

Experience

Satisfaction

The 5 Distinct Customer Experience Points Pre Purchase

See

Purchase

Access

ATL, BTL Media

Post Purchase

Buy Retail

Use Product

Correlate Customer Relations

User Friendliness Usage Satisfaction noticeable, approachable, appealing, relevant, user identification hassle-free, timely, responsive, need satisfying, consistent

Brand Awareness Experience

Brand Consideration Experience

Brand Buying Experience

Brand Usage Experience

Brand Relationship Experience

The Customer Satisfaction Measuring Schema Pre Purchase

See

Purchase

Access

ATL, BTL Media

Post Purchase

Buy Retail

Use Product

Correlate Customer Relations

User Friendliness Usage Satisfaction Brand Awareness Experience

Brand Consideration Experience

Brand Buying Experience

Brand Usage Experience

S Index

A Index

B Index

U Index

10 parameters

35 parameters

16 + Specific product attribute parameters

20 + 21 parameters

Composite

SABUC

Index

Brand Relationship Experience

C Index 40 parameters

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)

Brand Awareness Experience

• Adequacy of the information (to form an opinion/perception about the brand) • Ease of comprehending key message • 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

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 Experience

• Physical appeal of the staff (appropriate dressing, cleanliness, present-ability) • 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

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)

Brand Buying Experience

• Adequacy of payment options (range, desired option) • Efficiency of transaction (timeliness, smoothness, staff friendliness/courtesy) • 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 Required

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

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 Experience

• Product performance on key attributes (results delivered) • Consistency of performance • Problems faced in usage (frequency, severity, self-repair/recovery)

16 Parameters + Specific Usage Attribute Parameters

• Quality perception of the product • Value perception of the product • Overall satisfaction experience with brand usage

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)

Brand Relationship Experience

• Problem resolution visit (punctuality of visit, appropriate dressing, cleanliness, present-ability, politeness, efficiency, responsiveness, service attitude, product/service knowledge & expertise)

• 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

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

Sampling Non Intending Non Users

Intending Non Users

Not likely to buy in next X months

Likely to buy in next X months

Brand Awareness Experience

New Users

Bought in last Y months

Old Users

Bought in last X months

Bought before X months

Brand Awareness Experience

Brand Consideration Experience

Brand Buying Experience

Brand Usage Experience

Brand Consideration Experience

Brand Buying Experience

Brand Usage Experience

Brand Relationship Experience

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

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)

Thank You!