Welcome

Metric Consultancy (UK) Ltd.

A Group company of Metric Consultancy Ltd. India
A Global Market Research Organization

Measuring Modeling Mentoring

 Introducing CSI Model used
globally since 2002

Partners with presence in 20 Countries

presently covering over 50 countries.

Completed close to 500 projects

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Metric’s Global Presence
• 5 Continents
• 20 Countries
• 27 Organizations

Canada Denmark
UK PR of China
Germany
Italy Bulgaria
USA Egypt
HO:India
Mexico Middle East Thailand

Brazil Kenya
Indonesia

Argentina

New Zealand

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More about the CSI Model

The MOSTER System

Measuring Modeling Mentoring

 Customer Satisfaction Measurement : What we
always believed to be

Improved Quality Increased Satisfaction

10
0

Decreased Satisfaction Poor Quality

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Post Consumption Response is not……

so simplistic & uni state.

It consists of several shades / states

Disgust Dissatisfaction Satisfaction Delight

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Post Consumption Response is also discontinuous

Dissatisfaction Satisfaction Delight

Less Satisfied Satisfied More Satisfied

Disappointed Excited

When compared with one’s own expectations

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Customer Satisfaction : what Performance
we currently do Metric
Average Score

0 10

Dissatisfaction Satisfaction Delight

Performance
Metric
Proportion of customers

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Customer Satisfaction Measurement what
we always find

Neither
% Retention
key drivers of
satisfaction
nor
the derived
relationships between
levels of satisfaction
and Satisfaction score
Buyer behavior are
reliable.*
* Strengthening the Satisfaction-Profit Chain,
By Eugene W. Anderson University of Michigan, Ann Arbor, Vikas Mittal, University of Pittsburgh

Measuring Modeling Mentoring

Customer Satisfaction Measurement :
what we always find

At the upper end, the satisfaction

scores are sticky
They don’t move upwards very
fast
They are not adequately
discriminating to decide
the priority

Measuring Modeling Mentoring

Customer Satisfaction Measurement what
we have always found to be and what
MOSTER delivers
Proportion of
Average
Attribute CS Score
Dissatisfied
customers

Being greeted with an enthusiastic welcome 6.5 7.8

Call options matching the nature of your enquiry 6.3 13.7

The agent appearing competent to handle your call 6.4 19.0

Information provided is easy to understand 6.5 15.4

Not required to wait due to computer problems 6.4 14.7

Feeling of lively communication with human being 6.3 16.0

Being able to make call to centre after office hours 6.4 15.4

Measuring Modeling Mentoring

In Advance stage of CSI regime, you need more granular
measures ! Traditional MOSTER METHODOLOGY
Approach % of customers who are
STUDY 1 Sat Index Delighted Satisfied Dissatisfied OS
Money availability at any time 8.9 56 24 21 8.59
Money availability at ATMs 8.9 53 29 19
Attention and service in branches 8.6 48 30 21
Security politics offered by the bank 8.6 43 28 29
Clear monthly statements 8.4 42 30 27
STUDY 2 Sat Index Delighted Satisfied Dissatisfied OS
Money availability at any time 9.1 60 22 18 8.65
Security politics offered by the bank 8.7 43 33 24
Money availability at ATMs 8.9 51 29 20
Attention and service in branches 8.8 44 34 22
Clear monthly statements 8.8 50 33 17 OS
STUDY 3 Sat Index Delighted Satisfied Dissatisfied 8.73
Money availability at any time 8.9 50 37 13
Attention and service in branches 8.9 48 39 13
Security politics offered by the bank 8.9 46 38 16
Money availability at ATMs 8.9 47 34 19

OS is Overall Satisfaction. Studies use a Ten point Scale

Measuring Modeling Mentoring
In Advance stage of CSI regime, you need more granular
measures ! Traditional MOSTER
STUDY 4 Approach % of customers who are
Attributes Sat Index Delighted Satisfied Dissatisfied
Security politics offered by the bank 9.0 44 39 17 OS
Money availability at any time 9.1 55 31 13 8.87
Clear monthly statements 9.2 61 30 9
To make enquieries and operations by Internet 9.1 52 35 13
Efficiency to make payments and electronic transfers 9.1 53 35 12
STUDY 5 Sat Index Delighted Satisfied Dissatisfied
Easy to report and block in case of theft 9.0 48 38 14 OS
Card acceptance 9.3 64 27 9 8.97
Clear monthly statements 9.0 57 30 13
Guarantees offered by bank in case of fraud 9.0 46 40 14
Speed with which card charges are accepted 9.2 61 29 9
STUDY 6 Sat Index Delighted Satisfied Dissatisfied
Money availability at any time 9.2 53 30 17 OS
Security politics offered by the bank 9.0 42 37 21 8.99
Attention and service in branches 8.8 41 39 20
To make enquieries and operations by Internet 9.0 44 39 18

OS is Overall Satisfaction. Studies use a Ten point Scale.

Measuring Modeling Mentoring

 CSI Measurement :
The real decision you have to take ………..

?
Standard CSI Study Our Approach

Measuring Modeling Mentoring

 The MOSTER System*
The latest in Customer Satisfaction
Measurement

A Systematic Plan for Delighting the customers

* Copy Right with METRIC Consultancy Limited ,India

Measuring Modeling Mentoring
Theoretical basis of MOSTER system - 1

The contribution of Dr. Noriaki Kano, Professor,

Science University, Tokyo, in terms of
"attractive quality Vs. must be quality " is well-
known.

Kano's model suggests three different groups

of attributes whose quality performance has
different bearings on customer satisfaction,
viz.
The must-be attributes
The delight attributes
The linear attributes

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Theoretical basis of MOSTER system - 2

Delight

Must be Attribute :
Lower performance on
these attributes causes 0 100
dissatisfaction to the Performance
customers 
Must be attributes

For example:
Geographic Coverage in Metro Dissatisfaction
cities

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Theoretical basis of MOSTER system - 3

Delight
A Delight Attribute :

Higher performance of Delight attributes


0 100
these attributes generates Performance
delight for the customer

For Example:
SMS on topic of interest
Dissatisfaction
( Sensex / When Tendulakar
starts batting ! )
Voice mail service
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Theoretical basis of MOSTER system - 4

Delight
Linear Attribute :

Satisfaction increases 0 100

continuously with Performance

improved performance.
For example:
Call charges
Dissatisfaction

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Clarifying the Core
Concepts - 3
The class of attribute changes with time.

Customers
expectations and
responses change
over time.

What is delight
generating today
Becomes
The minimum
expected tomorrow.
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Nature of Service Expectations

Performance
Level Customers
Believe Can and Should Be
Delivered

Minimum Level
Customers Are Willing
to
to Accept

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Generating Inputs for Customer Satisfaction
Mapping

Performance Actual Emotions

Expectation Experience generated

Desired Delighted
Service

Satisfied
Minimum
Expected

Dissatisfied

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What does the Moster System Deliver ?

Divides the entire satisfaction space into three regio

that is :
Delight
Zone
 Dissatisfaction Zone

Satisfaction
zone
 Satisfaction Zone

 Delight Zone Copy right protected

Dissatisfaction zone

The Customers are located in one of these three

zones with respect to satisfaction level against
each attribute.
Measuring Modeling Mentoring
Customer Classification Zones in the
MOSTER System

For each
attribute we Distance
measure the Delighted
from
Dissatisfacti
% who are on
Threshold

Delighted
Satisfied Satisfied

Dissatisfied Dissatisfied

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Developing Improvement plan : By acting on margin……………..

Delighted
Distance
from
Dissatisfacti
on Marginally Delighted
Threshold
Marginally below
delight
(Upper threshold of
delight)

Dissatisfied Satisfied

Marginally Dissatisfied
(Lower threshold of satisfaction)

Measuring Modeling Mentoring

MOSTER helps you estimate
Improvement Potential for each Attribute
A small change
Attribute: Availability of all models & colors of ratings on this
attribute will
Threshold values
Figures are in result in 18%
percentage of total Delighted moving from
respondents dissatisfied to
9 satisfied AND
12% from
satisfied to
delighted=
30%Likely
Impact Of
Marginal
18 12 Improvement

31
Dissatisfied Satisfied
30

Improvement Potential = 18 % + 12 % = 30 %

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MOSTER helps you rank attributes in
descending order of Improvement Potential

Improvement Potential

A3
A6
A12
A7
A9

A9
A1
A5 Improvement Potential
A8

Measuring Modeling Mentoring

 Customer Classification in the
MOSTER System
The MOSTER
System estimates
the percentage of
customers who are
Distance
o Delighted Delighted
from
Dissatisfacti
on
o Satisfied Threshold

o Dissatisfied
Satisfied
for each attribute
Dissatisfied

Measuring Modeling Mentoring

 Delighted Customers become Promoters
DELIGHTED CUSTOMERS Vs PROMOTERS

90.0

80.0

70.0

60.0

50.0

40.0

30.0

20.0

10.0

0.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

% Delighted % Promoters
2
R =0.60
Source : 16 projects, Total sample size 14,600

Measuring Modeling Mentoring

 Satisfacti
on
Volunteers positive word
Delight
Thresh
old

May give Positive word, when asked

Dissatisfacti
on
Threshold

Will volunteer negative word

Measuring Modeling Mentoring

Critical X = Expectation
 Thank you for your time

METRIC
METRIC Consultancy (UK) Limited
211, Tollgate Road, Beckton, New Ham, London E6 5XW

Phone :020 7474 7886 Email:

metricuk@btinternet.com

Measuring Modeling Mentoring