ANALYTICAL HIERARCHY PROCESS MATRIX

WISE & SA
CTQ'S

RESPONSE

RESPONSE

QUALITY

PACKING

QUALITY

0.142857143

PACKING

0.142857143

0.142857143

DELIVERY

0.125

0.125

0.125

RELATIONSHIP

0.125

0.125

0.2

1.535714286

8.392857143

15.325

COL. TOTAL

CTQ'S

NORMALIZED
SCORE
RESPONSE

NORMALIZED
SCORE
QUALITY

NORMALIZED
SCORE
PACKING

RESPONSE

0.651162791

0.834042553

0.456769984

QUALITY

0.093023256

0.119148936

0.456769984

PACKING

0.093023256

0.017021277

0.065252855

DELIVERY

0.081395349

0.014893617

0.008156607

RELATIONSHIP

0.081395349

0.014893617

0.013050571

COL. TOTAL

SCORES TO BE ALLOC
DESCRP.

NORMAL

AHP SCORE

POOR

1 TO 2

AVERAGE

3 TO 4

GOOD

5 TO 6

VERY GOOD

7 TO 8

EXCELLENT

9 TO 10

OCESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTO

WISE & SALES EXECUTIVEWISE
DELIVERY

THIS IS ALSO CALLED PERCENT RATIO SCALE O

RELATIONSHIP
8

8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK

8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW

5 FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN

9 FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE

0.111111111

25.11111111

31

NORMALIZED
SCORE
DELIVERY

NORMALIZED
CUMULATIVE
PERCENTAGE OR
NORMALIZED
PERCENT RATIO
SCORE OR ROW
SCALE OF
SUM
PRIORITY

NORMALIZED
SCORE
RELATIONSHIP

0.318584071

0.258064516

2.518623915

50.37247829

0.318584071

0.258064516

1.245590763

24.91181525

0.318584071

0.161290323

0.655171781

13.10343561

0.039823009

0.290322581

0.434591162

8.691823244

0.004424779

0.032258065

0.14602238

2.920447602

TO BE ALLOCATED
AVG. AHP SCORE

1.5
3.5
5.5
7.5
9

CR9
CR10
CR11
CR12
CR13
CR14
CR15
CR16
CR17
CR18
CR19
CR20
CR21
CR22
CR23

CR24
CR25
CR26
CR27
CR28
CR29
CR30

YZE CSI PER CUSTOMER MONTH

PERCENT RATIO SCALE OF PRIORITY

HE CELLS SHADED AS PINK

HE CELLS SHADED AS YELLOW

HE CELLS SHADED PALE GREEN

HE CELL SHADED LIGHT BLUE

This is the Percent Ratio Sc

of Priority or the custome
preferences prioritywise. Hig
score means high priority f
that particular parameter

% RATIO SCALE OF PRIOR

CR
CR1

EXEC.

RESPONSE

QUALITY

CR2
CR3
CR4
CR5
CR6
CR7
CR8
CR9
CR10
CR11
CR12
CR13
CR14
CR15
CR16
CR17
CR18
CR19
CR20
CR21
CR22
CR23

CR24
CR25
CR26
CR27
CR28
CR29
CR30

cent Ratio Scale

the customer
oritywise. Higher
high priority for
lar parameter

OF PRIORITY FOR THE MONTH

UALITY

DELIVERY

PACKING

RELATIONSHIP

NTH

ELATIONSHIP

AHP

In the % Ratio Scale of Priority Table:

Here CR implies Customer: So CR1 is Customer Number 1; CR2 means C
EXEC. Means Name of The Sales Executive Who is Visiting His/Her Design
The Variables or CTQ's Response;Quality; Delivery; Packing and Relation
Customer Satis faction Index Form.

The Customer Satisfaction Index Form Looks Like This:- (GATHE

CUSTOMER SATISFACTION INDEX SURVEY FO

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

1
2
3
4
5

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

1
2
3
4
5

DELIVERY
1
2
3
4
5
1
2

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]
RELATIONSHIP
Excellent [
]
Very Good [
]

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

PACKING
1
2
3
4
5

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

REMARKS
EXCELLENT
VERY GOOD

3
4
5

Good [
]
Average [
]
Poor [
]

GOOD
AVERAGE
POOR

AHP Template is used to evalua

Percen

Five CTQ's for a sales and Marke

are: (1) Response:- Of the Supp
products. (2) Quality: The Valu
customer or the Quality of the
taken to deliver the Product to
How's the robustness of th
Relationship: The actual

Relationship: The actual

As the Maximum Score is 5, when your

total score is multiplied by five(5). First a
Packing and Relationship for a particu
executive. Then multiply by five(5) th
satisfaction index for that particular cus
e.g. Response;Quality; Delivery etc. are to
AHP Matrix in the AHP Template provid
each of the CTQ's of Marketing. The greate
and that's the priority through which he/s

AHP

AHP (Analytic Hierarchy Process Matrix) is a Mat

parameters. For e.g. here If First Row is Respons
Quality the Second Column is also Quality lik
1 to 9 is selected and allocated after brainstormin
the row is more important than the column. The d
proceeding Columnwise the value in the correspo
the scores in the corresponding row. Likewise ca
table for normalizing the scores. Divide each valu
for all columns. Add the rows of this new table. T
into percentage by dividing the normalized score
Column and multiplying by 100. This will be the P
be the priority of your customer.

Here in this case conver

scores allocated in the c
Survey Form and then ta
AHP Score to match with
table to allocate the actu

CSI RATING

CSI SCORE

EXCELLENT

5
4
3

VERY GOOD
GOOD

GOOD
AVERAGE
POOR

3
2
1

Plug the data of the converted sc

Template. An automatic data will

Score Table. You have to just loo

called Percent(%) Ratio Scale Of

Preference. A Histogram can be

priority to the maximum % ratio s

indicate that which problem is to

customer). Alternately we can dr

indicate that which problem is to

customer). Alternately we can dr

Ratio Scale Of Priority Score from

% Ratio Scale Of Priority will bec

can arrange the subtracted value

Histogram. The Maximum value a

attended first and ultimately imp

increase the Customer's Value e

We can also make Multi - Vari Ch

We can also make Multi - Vari Ch

and actually observe the varianc
judge the relative performance o
further back up the marketing tea
problems faced by the executive

AHP NOMENCLATURE & DETAILS

mber 1; CR2 means Customer Number 2 etc.

Visiting His/Her Designated Customer.
Packing and Relationship are parameters of a

Like This:- (GATHERING VOC)

lowing Variables in the check box

mark:- QUALITY

ellent [
]
y Good [
]
d[
]
rage [
]
r[
]

PACKING

ellent [
]
y Good [
]
d[
]
rage [
]
r[
]

ARKS
LLENT
GOOD

SCORES
5
4

VOC GATHERING

NDEX SURVEY FORM

3
2
1

VO

OOD
RAGE
OOR

to evaluate Customer Satisfaction In

Percent Ratio Scale Of Priority

and Marketing Department is used. T

f the Supplier or the manufacturer de
y: The Value entitlement of the Produ
lity of the product. (3) Delivery Time:
Product to Customer's Premises. (4)
ness of the Packing of the Product a
he actual relationship with the custo

he actual relationship with the custo

, when your customer rates these important pa

ve(5). First add all the scores for Response; Qu
for a particular customer of the particular sale
y by five(5) the maximum score. This will be the
articular customer. Now these scores of the ind
ery etc. are to be converted to AHP score and p
mplate provided to calculate the % Ratio Scale O
g. The greatest % score is what your customer
h which he/she judges about the manufacturin

AHP MATRIX DETAILS

Matrix) is a Matrix in which the Rows and Columns have

ow is Response the First Column is also Response; If
Quality likewise. Now once the matrix is arranged
er brainstorming by a Mktng. Team where a maximum
column. The diagonal of the matrix is allocated a scor
in the corresponding column just below the diagonal i
w. Likewise calculate all the columns. Add the column
ivide each value of a cell of a column by the column to
is new table. This will be the Normalized score for eac
rmalized score for a CTQ with the column total of the N
his will be the Percent Ratio Scale Of Priority for each C

convert the scores of 1 to 9

in the customer satisfaction
then take the geometric me
tch with the CSI form score
he actual scores is given be

AHP SCORE

9
7-8
5-6

GEOMETRI

9
7.5
5.5

5-6
3-4
1-2

5.5
3.5
1.5

nverted score (Geometric Mean) into

c data will be generated into the colu

to just look at the last column of the

o Scale Of Priority of the Customer o

m can be then made starting with the

m % ratio scale of priority. The Least

blem is to be attacked first (as ranke

we can draw a Pareto chart by first s

blem is to be attacked first (as ranke

we can draw a Pareto chart by first s

Score from 100% and after subtractin

ty will become the least value. To Dr

cted values from greatest to the leas

um value as per the pareto chart is th

mately improve our internal and exter

's Value entitlement.

i - Vari Charts for a months data exe

i - Vari Charts for a months data exe

he variance in the CTQ's executivewi
ormance of the executives in the field
rketing team by analyzing and solvin
executives in the field.

TAILS

s used. These CTQ'S

acturer delivering its
he Product for the
ery Time: The Time
mises. (4) Packing:
Product and (5)
the customer.

AN EXAMPLE

sfaction Index or The Customer's

Priority

mportant parameters the

esponse; Quality; Delivery;
rticular sales/marketing
s will be the customer
es of the individual CTQ's
score and plugged into the
Ratio Scale Of Priority for
ur customer's preference is
anufacturing organization.

TAILS

A
CONVERTING THE CSI
SCORES TO AHP SCORES

the customer.

ABOUT AHP
THE

Columns have the same

Response; If the second Row is
ix is arranged a score range of
e a maximum score implies that
ocated a score of 1. Now
the diagonal is just inverse of
dd the columns. Now create a
the column total. Likewise do
score for each CTQ. Convert
n total of the Normalized Score
rity for each CTQ and will also

CONVERTING THE
SCORES

of 1 to 9 to the
sfaction index
etric mean of
m score. The
given below:-

9
7.5
5.5

ORING THE
MATRIX

GEOMETRIC MEAN

SCORING
MATRI

5.5
3.5
1.5

Mean) into the AHP Matrix

o the columns of the Normalized

mn of the Normalized Score table

stomer or the Customer

g with the Least % ratio scale of

he Least score value will

(as ranked lowest by the

by first subtracting each %

(as ranked lowest by the

by first subtracting each %

subtracting the greatest value of

ue. To Draw a Pareto Chart we

o the least and plot the pareto

chart is the CTQ to be most

data executivewise

HARTS

and external processes to

MULTIVARI CHART

data executivewise
ecutivewise and can
n the field and can
nd solving the

AN EXAMPLE
mer's

SCORES TO AHP SCORES

ABOUT AHP

MATRIX

SCORES

MATRI

lized
table

ale of

ue of

we

HARTS

to

MULTIVARI CHART

ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER

CUSTOMER NO. 1
RESPONSE

RESPONSE

QUALITY PACKING DELIVERY RELATIONSHIP

1

QUALITY

0.142857143

PACKING

0.142857143 0.142857

0.125

DELIVERY

0.125

0.125

RELATIONSHIP

0.125

0.125

0.2 0.11111111

1.535714286 8.392857

15.325 25.1111111

31

COL. TOTAL

NORMALIZED SCORE TABLE

RESPONSE

0.651162791 0.834043

0.45677 0.31858407

0.258064516

QUALITY

0.093023256 0.119149

0.45677 0.31858407

0.258064516

PACKING

0.093023256 0.017021 0.065253 0.31858407

0.161290323

DELIVERY

0.081395349 0.014894 0.008157 0.03982301

0.290322581

RELATIONSHIP

0.081395349 0.014894 0.013051 0.00442478

0.032258065

COL. TOTAL

RESPONSE
QUALITY
PACKING
DELIVERY
RELATIONSHIP

50% THIS CUSTOMER BUYS BECAUSE OF MAXIMUM

25% THE CUSTOMER RATES RESPONSE AS 50.37% Q
13% PACKING AS 13.10% DELIVERY AS 8.69% AND RE
9%
3%

STUDY CUSTOMER SATISFACTION LEVEL

BLE
2.518624
1.245591
0.655172
0.434591
0.146022

50.4
24.9
13.1
8.7
2.9

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.

CAUSE OF MAXIMUM RESPONSE FROM SUPPLIER OR MANUFACTURER

SPONSE AS 50.37% QUALITY AS 24.90%

ERY AS 8.69% AND RELATIONSHIP AS 2.90%

ale of Priority
Customer
learly seen that for
esponse from
reatest preference.
se from the
priority and is
Dept. or the sales
mum response.

Pareto Analysis

Response
Quality
Packing
Delivery
Relationship

Cumulative % Individual %
24.25
24.25
47.00
22.75
68.75
21.75
87.50
18.75
100.00
12.50

CTQ
Relationship
Delivery
Packing
Quality
Response

(100-CTQ)
97
91
87
75
50

400

CTQ
RESPONSE
QUALITY
PACKING
DELIVERY
RELATIONSHIP

% RS of P
50.4
24.9
13.1
8.7
2.9

(100-CTQ)
49.6
75.1
86.9
91.3
97.1

From the AHP Example the Pareto Chart

Drawn Indicates that Relationship is to be
improved for this customer.

100.00
90.00
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00