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Satisfaction
……with the brand, and not just with the product
The Juxt SABUC™ Model
……bringing in the ‘brand’ perspective to customer satisfaction studies
The Juxt SABUC™ Model
……how easy is the brand to See Access Buy Use Correlate
Customer-Brand Interaction
• 5 distinct ‘stages’ of brand-customer interaction (SABUC)
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The 5 Customer-Brand Interaction Stages
Interaction Stages Touch Points Milestones
Persuasion
Preference
Purchase
Need Relevance
Brand Usage
Use Product
Post Purchase
Conviction
User Friendliness
Usage Satisfaction
Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience
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The Customer Satisfaction Measuring Schema
Pre Purchase Purchase Post Purchase
User Friendliness
Usage Satisfaction
Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience
Composite S A B U C Index
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The Customer Satisfaction Measuring
Parameters
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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 • Physical appeal of the staff (appropriate dressing, cleanliness, present-ability)
Experience • 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
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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)
• Adequacy of payment options (range, desired option)
Brand Buying
• Efficiency of transaction (timeliness, smoothness, staff friendliness/courtesy)
Experience
• 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
21 Parameters • Appropriate product demo (actual demo/walk-thru, explanation of operations, user manual handover,
explanation of key do’s & don’ts, comprehension)
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The Customer Satisfaction Measuring
Parameters
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The Customer Satisfaction Measuring
Parameters
• Pro-active customer relations (welcome greetings, usage feedback, value-addition/
upgrade/loyalty offers)
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Methodology
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Sampling
Non Intending Non Users Intending Non Users New Users Old Users
Brand Awareness Brand Awareness Brand Consideration Brand Buying Brand Usage
Experience Experience Experience Experience Experience
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Key Analysis & Reporting
• Overall satisfaction with the brand (composite SABUC index for the
brand)
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Thank You!