NEW APPROACH TO ESTIMATE CUSTOMER

SATISFACTION LEVEL

Mokh Suef

Department of Technology Management

InstitutTeknologi Sepuluh Nopember Surabaya - Indonesia
mokhsuef@gmail.com
 OUT LINE

1. Background
2. Product Attribute Categorization
3. Mathematical Model of Customer Satisfaction
4. Case Illustration
5. Discussion
6. Conclusion
 Background

• Product acceptance is closely related to customer satisfaction

• Survey for Customer Satisfaction
• Weaknesses of Survey:
• takes a long time
• Low Response rate
• May have Bias Results
• Idea of Estimating Customer Satisfaction Level
 Product Attribute Categorization

Customer Satisfaction
Kepuasan Pelanggan
• Factor: Product performance, delivery,
payment scheme, environment, reliability,
responsiveness , etc. One-dimensional Attributes
Attractive Attributes

• QFD : Customer Satisfaction depend on

Performansi Produk
customer’s needs fulfilment Y. Akao Product Performaance

• Kano: Not all customer’s needs fulfilment

result customer satisfaction

Must-be Attributes
 Model Development
Curve
Adjustment
Y = Satisfaction Level
Attractive Attributes
x = Product performance
a = innovation index, how
long future needs
solved
b = maturity index,
remaining life cycle
c= dissatisfaction threshold
y  ax 2  bx  c
Kepuasan Pelanggan
Kepuasan Pelanggan
1 Attractive Attributes
Concave curve
Straight line
One-dimensional Attributes One-dimensional Attributes
0
Performansi Produk
1
Performansi Produk
Convex curve
Must-be Attributes
Must-be Attributes
-1
 Model Development
Gambar Fungsi Attractive Requireents Dengan Fungsi y = a

1. Attractive Attributes 1.0

0.8

y AA  min{( ax 2  bx),1}

Customer Satisfaction
0.6

Y Data
a = innovation index, how long future needs 0.4
solved
b = maturity index, remaining life cycle 0.2

c= dissatisfaction threshold
0.0
0.0 0.2 0.4 0.6 0.8 1.0

X Data
Product Performaance
a= 0
a= 1
a= 2
a= 3
 Model Development
Gambar Fungsi One-Dimensional Attribute dengan Y = bx, pada brbagai nilai b

1.0

2. Performer Attributes
0.8

CustomerYSatisfaction
0.6

Data
0.4

yOA  bx  c 0.2

0.0
0.0 0.2 0.4 0.6 0.8 1.0

ProductXPerformaance
Data
b = 1
b = 0.9
b = 0.8
b = 0.7
b = 0.5
b = 0.2
b = 0.1
 Model Development Gambar Fungsi Must-be Requirements Dengan fungsi y= -a(x-1)2

0.0

3. Must-be Attributes -0.2

Customer Satisfaction
-0.4

Y Data
yMA  max{ a( x  1) 2 ,1} -0.6

-0.8

-1.0
0.0 0.2 0.4 0.6 0.8 1.0
Product X
Performaance
Data
a=1
a=2
a=5
a = 10
 Case Illustration
A mobile phone will be developed by adding and
improving the current features that. Three features
are proposed, namely:
(1) adding wireless charging feature,
(2) Enlargement of memory storage feature, and
(3) strengthening the casing feature.
 Case Illustration
Features (1) Wireless Charging
Description
This feature is a new feature that will be added in the new
Mobile design. Wireless Charging that will be inserted is the
result of the development of the company's Innovation team.
This feature will make the Mobile capable of charging around
the hot spot without using a cable. Although there are still many
constraints, this feature is expected to be the main attractive
feature for the mobile users for the next 1 year.
Assessment
This feature has been introduced in the past but it uses a
different and new technology. This feature is classified as the
result of an innovation that will be needed to meet the needs of
future mobile users. Considering there are still many obstacles
to this feature, the time frame of needs that can be met is
Estimate of the Customer Satisfaction
This feature is classified as the attractive attribute , the
formula 1 can be used to obtain customer satisfaction
graph by substituting a = 1 and b = 1.
to estimate customer satisfaction, the ability of the
system producing this feature needs to be considered.
Les say, from various good company experience, the
company will be able to make 90% of its new features
successfully. So 90% is a reasonable performance.
y AA  min{( ax 2  bx),1}
y AA  min{( x 2  x),1}
y AA  min{( 0,9 2  0,9 x),1}
y AA  1
Attractive Attributes Behavior
1

limited in the next 1 year. So this feature is included in the

Customer Satisfaction Level

0.8
attractive attribute with the innovation index a = 1.
0.6

0.4

0.2

0
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Product Performance
 Case Illustration

Estimated Customer Satisfaction Level

This feature is classified as one-dimensional attribute .
Features (2) Data Storage (Data Storage)
Formula 2 can be used to obtain the customer satisfaction graph by substituting b
Description = 0.8. To estimates, the ability of the system producing this feature needs to be
considered. Let say the performance is 90%.
Data Storage function is to store all data used in Mobile. Existing mobile already has Data
Storage. However, some phone users return the phone they for the reason that their data
storage is too small to be used with applications today that require more data storage. For
this reason, the company want to improve two-fold increase in Data Storage capacity.
Assessment yOA  bx  c
Data storage capability is determined by the data storage capacity. Data Storage capacity
is usually written formally in product specifications. If a product out of the specifications, yOA  0,8 x0,99  0
the customer has the right to get a replacement with another product that meets
yOA  0,792
One Dimensional attributes Behavior
specifications. This feature is not a new feature but a feature that is currently being 0.9

developed from the same plat form. Let say this data storage has a 10 years of life cycle. 0.8
This means that 10 years later, a new generation of different forms will be born. The Data
Storage that will be developed by this company follows the Data Storage plat form 0f 0.7
2017, 2 years ago. So this feature is included in the One-dimensional Attribute with a

Customer Satisfaction Level

0.6
maturity index of 0.8.
0.5

0.4

0.3

0.2

0.1

-0.1
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Product Performance
 Case Illustration
Estimated Customer Satisfaction Level
3. Features (3) Casing
This feature is classified as must-be attribute .
Description
Formula 3 can be used to obtain the customer satisfaction graph by
This feature is intended to respond customer complaints that say that when the substituting a = -24. To estimates, the ability of the system producing
mobile phone is dropped then the casing is dented and then the cellphone is off. this feature needs to be considered. Let say the performance is 99%.
The company's engineering team has investigated this incident. They concluded
that the strength of the Mobile casing was not too strong to withstand the
impact. For this reasons the company decided to increase the strength of the
casing by replacing the casing material with a new material that has 25% more
strength. By using this raw material, it is expected that there will be no more y MA  max{ a( x  1) 2 ,1}
mobile phones dented when falling.
Assessment
y MA  max{ 24(0,99  1) 2 ,1}
Avoiding dents by replacing the casing material with a stronger one is a necessity. y MA  max{ 0,0024,1} Must-be attributes Behavior
Old casing is considered not strong enough to receive a crash so that it will affect
y MA  0,0024
0
the electronic components inside the casing. A casing should protect the
-0.1
electronic components inside. Casing should not be dented when falling. If it is
dented, the user will be dissatisfied while if it is not dented the user will not -0.2
recoqnize.d naturally. Casing has been designed in conjunction with the birth of

Customer Satisfaction Level

Mobile, namely in 1995. So this feature is classified as a must-be attribute with a -0.3
innovation index a = -24, ie. 2019-1995, or obsolete index = 24. -0.4

-0.5

-0.6

-0.7

-0.8

-0.9

-1
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Product Performance
 Discussion
• Before estimating, we need to classify the product attribute
• Classification of the product attribute may also be achieved by mining
customer satisfaction data available in the internet.
• Estimation of customer satisfaction level over new product attributes using
this approach can be obtained quickly.
• Assessment of indexes in the mathematical model needs assessor
experience and expertise.
• May be of useful for new product development team during what-if analysis
process.
 Conclusion

1. Kano has classified and picturized product attributes into Attractive, One-
dimensional, and Must-be Attributes but it need to convert the graph.
2. Mathematical model have been developed to estimate customer
satisfaction level by introducing innovation index, maturity index, and
dissatisfaction threshold.
3. Given case illustration indicates that the model can be applied to estimate
customer satisfaction level for a certain product attribute performance.
THANK YOU