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Customer Satisfaction Study

Customer Satisfaction Study. June 2012. Background. Good customer service is key to customer satisfaction and retention, which impact on an organization’s returns

ethan-garner
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Customer Satisfaction Study

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  1. Customer Satisfaction Study June 2012

  2. Background Good customer service is key to customer satisfaction and retention, which impact on an organization’s returns Nation Media Group called upon Consumer Insight to carry out a customer satisfaction study to establish whether their customers are happy with service delivery and consequently seek ways to improve it This document contains the findings of the study

  3. Objectives To find out customer expectations from NMG To establish customer satisfaction with NMG To assess gaps, if any, in customer satisfaction

  4. Research Design

  5. FINDINGS Customer Satisfaction Study

  6. Overall Satisfaction Base n=393 Though most NMG customers are satisfied, only 1/5 are delighted

  7. Overall Satisfaction by Customer Type Ad agencies is the only customer segment without a delight element

  8. Satisfaction Index by Customer Type

  9. Distributors: Satisfaction Base n=19; All Distributors Relatively better satisfaction with order placement process, sales representatives and editorial policy

  10. Suppliers: Satisfaction Base n=29; All Suppliers Relatively better satisfaction with procurement process and finance department

  11. Ad Agencies: Satisfaction Base n=8; Ad Agencies Relatively better satisfaction with the contact person and Ad placement process

  12. Advertisers: Satisfaction Base n=231; All Advertisers Relatively better satisfaction with the contact person and news media brands

  13. Courier: Satisfaction Base n=66; All Couriers Relatively low satisfaction with geographical coverage

  14. Print Subscribers: Satisfaction Base n=40; Print Subscribers Relatively better satisfaction with subscription process

  15. Top Five Attributes: Satisfaction Customer Satisfaction Study

  16. Distributors Base n=19; All Distributors Top 5 Attribute NMG Score Relatively low satisfaction with adherence to delivery schedule albeit its importance rating

  17. Suppliers Base n=29; All Suppliers Top 5 Attribute NMG Score NMG’s performance on the important attributes doesn’t meet supplier expectations , particularly on timely payment and fairness of the listing process

  18. Ad Agencies Base n=8; Ad Agencies NMG Score Top 5 Attribute Relatively low satisfaction with agency commission

  19. Advertisers Base n=231; All Advertisers NMG Score Top 5 Attribute Relatively good satisfaction with the important attributes

  20. Courier Base n=66; All Couriers NMG Score Top 5 Attribute NMG’s performance on the important attributes doesn’t meet supplier expectations

  21. Print Subscribers Base n=40; Print Subscribers NMG Score Top 5 Attribute NMG failing to meet print subscribers’ expectations on all top 5 important attributes with the biggest gap in condition of delivered newspaper

  22. Urgent Action

  23. Urgent Action Suppliers Distributors Base n=29 Base n=19

  24. Urgent Action Advertisers Ad Agencies Base n=231 Base n=8

  25. Urgent Action Ad Agencies Advertisers Base n=40 Base n=66

  26. Experience with NMG

  27. Experience with NMG How would you rate the experience of doing business with Nation Media Group compared to other organizations you deal with? Nation Media Group performing relatively poorly among Ad Agencies

  28. Emotive Disposition - Positive Base n=393; Total Customers

  29. Emotive Disposition - Negative Base n=393; Total Customers

  30. Complaints

  31. Complaints How did you register complaints? Have you had complaints? Did you register the complaint? High complaint incidence among distributors and Ad Agencies

  32. Complaints Satisfaction Did you receive a satisfactory reply or explanation following your complaint

  33. Complaints Base n=5 What kind of complaints? Base n=7

  34. Complaints What kind of complaints? Base n=32 Base n=17

  35. Insights

  36. Insights Though it is important to satisfy all customers, it is gratifying to note that key customers - advertisers, print subscribers and courier services clients - show a high degree of satisfaction With the exception of print subscribers, all the other customer types state a high level of satisfaction with their respective contact person at NMG. This is an indication that person-to-person contact is well appreciated and should be encouraged

  37. Insights Interestingly, the finance function that is often associated with supplier frustrations is deemed to deliver more satisfactory service to NMG suppliers that other departments Despite the low sample size, it is evident that advertising agencies are unhappy. As media professionals, their expectations are probably much higher than that of direct advertisers, hence may require a special approach to satisfy this group

  38. Thank You

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