Customer Satisfaction Survey

Submitted to:
ABC, Mumbai

Submitted by
Market Search India Pvt. Ltd.

1
Background of the study

Market Search India is engaged by an oil company to carry out
Customer Satisfaction Survey for their existing customers who are
picking up their petroleum product requirements from oil company.

The purpose of this study is to determine the satisfaction level of
existing customers with respect to product quality, payment terms,
and regularity in supplies etc and suggestion for improvement in
services in totality.

They had asked Market Search (India) Pvt Ltd, an independent
Market Research Agency to design and conduct a Study.

This presentation details the findings of the research study.

2
 Objectives of the Study
1. To identify the drivers of purchase of bulk
petroleum products.

To identify the key parameters customers use to evaluate bulk

petroleum products and service quality
Are the customers satisfied with the product and service
performance vis-à-vis their expectations before purchase
To map the customers mind to assign weights to them based on

their relative importance to the consumer

3
 Objectives of the Study
2. Customer satisfaction for bulk petroleum products of key
user segments/ Industries.

3. To determine Customer satisfaction level with the company

individually and benchmark it vis-à-vis competitors
 To estimate the customer satisfaction level with the company and its
competitors on various attributes

 Are they dissatisfied with the company and its competitors on various
attributes

 What are the reasons for dissatisfaction

4
 Objectives of the Study
4. Identify extent of affection consumers have for
the company through Intent to Recommend
To determine correlation between overall satisfaction with the company
and recommending it to customers

Happy and satisfied

customers ☺
Recommend
Company to Others

Does not actively

Satisfied
 ? recommend

Unhappy and
dissatisfied customer
 Recommends against
Company

5
 Methodology

Data Collection Method:

 Face to face interviews through structured questionnaire

Target Respondents
 The person who is in charge of the purchase at the customer end as
specified by the client.
 Interviews for the target group were taken by prior appointment as per their
time and convenience .
 Some respondents had given their response over the telephone.
 All respondents were selected exclusively from the database provided by the
client.

6
 Sample Size Achieved

State Locations Sample Size

Mumbai, Thane, Pune, Raigarh, Nasik,
Maharashtra 125
Nagpur, Kolhapur, Aurangabad
Total 125

Breakup of customers interviewed

Locations Product Wise Total

HSD FO LDO

MUMBAI 15 16 3 34
PUNE 33 13 8 54
NAGPUR 23 10 4 37
Total 71 39 15 125

7
Management Summary
& Recommendations

8
 Management Summary
Key drivers responsible for high customer
satisfaction for ABC

• Product Quality is the biggest strength for

ABC
• Customers are very happy with the quality of
petroleum products which ABC supplies.
• Reputation of ABC Division in the market.
• Brand image
• Long lasting relationship with ABC

9
Major Irritants / Dissatisfiers for ABC
• Transport cost paid by customer. Also he has to make the arrangements.
• Delay in Delivery
- Transporters of ABC are not reliable. Respondents find shortages in the
quantity received in most of cases.
- Transporters don’t carry proper documents.
• Rigid Pricing
– Don’t accept local cheques
– Demand for advance payment
• Not informed about the status of delivery.
• Improper behavior of Sales persons
• Delay in complaint handling process. At times, no proper response is
given to the customers.

10
 Recommendations for ABC
In order to improve Customer’s satisfaction ABC has to
address certain issues related to the way they are running
their business ..

- Rigid Pricing
ABC should not stick to advance payment mode and also the mode of
payment i.e. “Only through DD”. Customers feel that ABC is very rigid on
their pricing and should be open for negotiations, also they should accept
local cheques. And for loyal customers, they should offer credit.

- Transportation issues & Shortages of quantity :

ABC should have a proper system of material delivered with their
transporters so that customers should get exact amount of material ordered.
In case of shortages, ABC should provide the refund to the customers.
ABC should send proper documents along with the transporters to have
hassle free delivery at the customers end.

11
 Recommendations for ABC

- Complaint handling:
 ABC should handle the complaints in quick time and with the
satisfaction level of the customers.
 ABC should respond quickly when such complaint arises from the
customer.
 Account department should resolve the commercial issues quickly.
 Account dept should send the invoices in time to have smooth
processing at the customers end.
 ABC should follow regular communication with the customers. They
should have frequent visits at the customers end.

12
 Recommendations for ABC

- Increase Visits of Technical and Sales persons to

customer sites

• Sales and Technical personnel need to start visiting customers more

frequently which is not happening at present.

• Sales and Technical people should be updated with their petroleum

product knowledge and show enthusiasm in answering customers
queries.

- Proper service

• Customers should be informed about the status of their order & delivery.

13
 Detailed Report

The report gives impetus on bringing out the

distinctive trends that have emerged in the Research.

Any considerable difference across the petroleum

products and Areas has been indicated in the Report.

14
 Competitive Scenario Mapping
Transparency in business dealings
5

4
Customer Friendly Policies Growth of the Company
3

Reliable Transporters Consistency in quality of products

Click for Data table

ABC Others
Marketing efforts Brand image

ABC has very good image in the market. This is driven by

Consistency in quality of products and transparency in business dealings. 15
 Competitive scenario mapping

Average Rating on 5-Point scale ABC Others

Base 95 47
Transparency in business dealings 4.16 4
Growth of the Company 4.21 4.55
Consistency in quality of products 4.24 4.08
Brand image 4.44 4.33
Marketing efforts 3.9 3.58
Reliable Transporters 3.93 3.73
Customer Friendly Policies 3.94 3.5
ABC’s quality of products is well recognized in the market, so does their transparent
deals. But other companies are perceived to be higher growing companies. But
transporters of all the companies are perceived to be not reliable and policies are non
customer friendly.

16
How do Customers select suppliers….

Buying behavior
 Parameters and their buying importance

Weight age(%) on universe

The highest weightage is given to

Quality of the petroleum products (22%)
Lead time for delivery (14%)
Dispatch & Delivery offered (7%)
Reliability of the supplier (7%)
After sales service (6%)
Reputation / Image of the supplier (6%)

Most Important parameters for the customers when it comes to

selecting a particular supplier for buying the bulk petroleum products

18
 Parameters and their buying importance - Overall
80

Size of the bubble represents Quality of the petroleum

weightage of the attributes out of 100. products
70

60 Primary areas of Lead time for delivery

importance Payment Terms

50
Considered in Top 5

Secondary areas
40
of importance Reliability of the supplier Dispatch and delivery facility

Ease of order placing

After Sales Service
30 Accessibility of the supplier
Reputation of the supplier

Tech.and Prod.capability
20
Supplier flexibility Helpful sales team
Customer focus
Overall professionalism
10

0
0 20 40 60 80 100 120
Considered before buying
On the universe Base-
Base- 150
19
 Parameters and their buying importance - Overall
(For Products)
Considered
Sr. Weightage
Parameters Before Considered in
No (Out of 100)
buying (In %) Top 5 (In %)
1 Quality of the petroleum products 97 74 22.23
2 Lead time for delivery 90 60 13.64
3 Payment Terms 88 55 11.53
4 Dispatch and delivery facility 86 41 6.98
5 Ease of order placing 86 36 7.4
6 Reliability of the supplier 78 40 6.57
7 Reputation of the supplier 76 28 5.12
8 Accessibility of the supplier 75 30 4.88
9 Supplier flexibility 74 19 3.03
10 Customer focus 71 15 2.64
11 Helpful sales team 71 18 2.69
12 Technical and Production Capability 71 23 4.5
13 After Sales Service 64 33 5.99
14 Overall professionalism 58 14 2.79

Quality, Delivery time and the payment terms are the most
important parameters considered before purchasing the products.
Base-125

20
 Parameters and their buying importance
(For Petroleum Products)

Product
Parameters Overall FO LDO HSD
Quality of the petroleum products 22.23 23.6 24.49 21.83
Lead time for delivery 13.64 17.2 10 13.44
Payment Terms 11.53 11.65 12.65 10.22
Ease of order placing 7.4 6.71 7.55 6.61
Dispatch and delivery facility offered 6.98 7.44 5.92 6.61
Reliability of the supplier 6.57 6.34 5.51 6.39
After Sales Service 5.99 6.46 6.02 5.67
Reputation / image of the supplier 5.12 3.78 6.73 5.67
Accessibility of the supplier 4.88 3.9 4.59 5.33
Technical and Production capability 4.5 3.54 3.98 5
Supplier flexibility 3.03 2.26 3.92 3.3
Overall professionalism 2.79 2.5 3.02 2.81
Helpful / Cooperative attitude of sales team 2.69 2.74 2.04 3.11
Customer focus 2.64 1.89 3.57 4
Total 100 100 100 100

Professionalism and Customer focus are the least looked

parameters when purchasing products
21
 Parameters and their buying importance
(For Petroleum products)

CITIES
Parameters Overall MUM PUNE NAGPUR
Quality of the petroleum products 22.23 21.83 23.6 24.49
Lead time for delivery 13.64 13.44 17.2 10.00
Payment terms 4.50 5 3.54 3.98
Dispatch and delivery facility offered 7.40 6.61 6.71 7.55
Reliability of supplier 11.53 10.22 11.65 12.65
Ease of order placing 6.98 6.61 7.44 5.92
After sales service 4.88 5.33 3.9 4.59
Accessibility of supplier 5.12 5.67 3.78 6.73
Reputation/image of the supplier 6.57 6.39 6.34 5.51
Technical and production capability 2.69 3.11 2.74 2.04
Supplier flexibility 3.03 3.3 2.26 3.92
Helpful/co-operative staff 5.99 5.67 6.46 6.02
Customer focus 2.64 4 1.89 3.57
Overall professionalism 2.79 2.81 2.5 3.02
Total 100 100 100 100

Customers in the three cities impress upon the ‘Quality’ of the

product whence making a purchase
22
 Key reasons for buying Products from ABC

Respondents says they do business with ABC

mainly because of their quality
60 products…followed by after sales service & long
49 lasting relationship…
50
39 40
40
34

30
21 21
20 20 16 15 17
13 13
15
10 8 12 8 7
6 6 5
6 3 3
0 0 50 3
0
Better Quality After Sales Lasting Reliable Accessibility Immediate Price
Products Service Relationship Company of stock delivery

HSD FO LDO Overall

23
Overall Satisfaction with ABC
 Overall Satisfaction rating for ABC

(on the scale of 5)

The average overall satisfaction rating given to ABC

on the scale of 5 is … 4.03
(Where 1 is for Totally dissatisfied customer and
5 is for Totally Satisfied customers.)

ABC Stand here…

1 2 3 4 5
Totally Dissatisfied Satisfied Satisfied Totally
Dissatisfied except for Satisfied
minor issues

25
 Overall Satisfaction
ABC vis-
vis-à-vis Other Suppliers

Overall 4.17
4.03

Mumbai 4.43
4.13
Center
Wise 3.75
Pune 4.13

Nagpur 4
3.78

HSD 3.67
4.01
Product
4.25
Wise FO
4.08

2.67
LDO 3.93

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

ABC Others
At the overall level, ABC’s satisfaction is slightly lower than Other
suppliers…
26
Segment wise Overall Satisfaction with ABC

Overall MUMBAI PUNE NAGPUR

Base 125 34 54 37
Center Wise Totally Satisfied 31 29 35 27
Satisfied 42 47 46 32
Satisfied except for minor issues 17 9 9 35
Dissatisfied 2 0 4 3
Totally Dissatisfied 2 3 2 3
Not Answered 5 12 4 0
Mean 4.03 4.13 4.13 3.78

Overall HSD FO LDO

Base 125 71 39 12
Totally Satisfied 31 31 36 20 Area of
Concern
Satisfied 42 45 36 47
Industry Wise Satisfied except for minor issues 17 13 21 27
Dissatisfied 2 4 0 0
Totally Dissatisfied 2 3 3 0
Not Answered 5 4 5 7
Mean 4.03 4.01 4.08 3.83

27
Recommending ABC to other
Industrial Buyers

28
 Intent to Recommend
Would they recommend ABC to other Industrial Buyers ?

Recommend ABC 18%

Not recommend ABC

4%
78%

May or May not 14%

Probably not 2%
Definitely not 2%
Definitely yes 48%
Most Probably 30%

Base : ABC – 125

29
Overall Satisfaction vs. Recommendation

Few terrorists customers for ABC… .

30
 Overall satisfaction vs. Recommendation
Satisfaction with ABC and recommending it to other Industrial buyers is
strongly related to each other.

This implies a satisfied customer recommends in favor of ABC.

Affection Evangelist
zone 28%
Definitely 5
Recommending Indifferent (58 %)
zone

3 Defection (11%)
zone

2
Definitely not
(1%)
Recommending
1
Terrorist
Totally
2 3 4 Totally Satisfied
s
Dissatisfied
(2%)
Base : 150
31
 Overall satisfaction vs. Recommendation

Recommending Definitely Probably May or Most Definitely Total

not not may not probably yes
Satisfaction

Totally Dissatisfied 2 1 3

Dissatisfied 1 1 1 3

Satisfied except for minor 2 8 5 4 18

issues
Satisfied 5 21 18 44

Totally Satisfied 4 28 32

Total 3 2 15 32 49 100

Very high recommendations of ABC

to others.

Figures are % of respondents in every cell Base -150

32
Customer Satisfaction Index

33
 Customer Satisfaction Index

Customer Satisfaction Index is a measure of the customers’ satisfaction

with ABC :

• It gives a complete picture of the level of satisfaction and it can be very

well used for comparative studies, over a period of time.

• The satisfaction rating taken from the respondents on a 5 point rating

scale (1 to 5 where 1 stands for totally dissatisfied and 5 stands for totally
satisfied).

• This scale forms the basis of Customer Satisfaction Index.

• This rating is taken on all the detailed parameters of petroleum product

and service performance.

34
 Customer Satisfaction Index 100

90

The Overall Customer 8080

Satisfaction Index with ABC is 75

70

60

74.81 50

40
CSI is boosted by quality of products from ABC and also by
image created about “ABC” as a brand in the market.
30

20

10

35
How to measure Customer Satisfaction Index

Measuring CSI :

• (Using 30 parameters) Taking ratings on 30 detailed

parameters which covers the overall performance of ABC
• The maximum possible satisfaction score is 150 (30*5) and
the least possible score is 30
• First, this scale between 30 and 150 is given a lateral shift
and then a proportional scale is obtained on the base of 100.

• The corresponding score is then obtained on a scale of 100-

called Customer Satisfaction Index..

36
 CSI Across Broad Parameters

80
78
76

74
72
70
68
66

64
Overall HSD
62
Furnace LDO
60
Overall Pricing Order despatch Customer After sales Other
care

37
 CSI Across Cities

90
ABC Others

85

80

75

70

65

60
HSD FO LDO HSD FO LDO HSD FO LDO

Mumbai Pune Nagpur

38
 Overall Satisfaction rating with ABC
for Detailed parameters

(on the scale of 5)

   ☺ ☺
1 2 3 4 5
Totally Satisfied except Totally
Dissatisfied Satisfied
Dissatisfied for minor issues satisfied

39
 Pricing Issues

In
Number Top 2 Last 3
Parameters boxes in % boxes in % Reasons

Mean Satisfied Dissatisfied

Pricing Issues
Timely resolution of payment / 3.89 82 16
Commercial issues

Base-- 33
Base
40
 Order Placing Issues

In Top 2 boxes Last 3

Parameters Number in % boxes in % Reasons
Mean Satisfied Dissatisfied
Order Placing Issues

3.81 70 22
Ease of negotiating the price

4.13 92 8
Ease of placing the order
Flexibility in accommodating changes 4.07 89 12
to the order

4.16 77 7
Promptness in processing the order
Keeping informed about the status of 4.01 71 13
the order

Base-- 33
Base
41
 Dispatch & Delivery issues
In Top 2 boxes Last 3
Parameters Number in % boxes in % Reasons
Mean Satisfied Dissatisfied
Dispatch & Delivery Issues

4.02 84 16
Ensuring the dispatch is made on time

3.90 82 18
Timely delivery of products
Getting the products as per
4.27 94 6
specifications on the Purchase Order
Flexibility - Like accommodating
4.15 89 11
changes in delivery schedules
Ensuring proper arrangements for
3.98 83 13
Transportation
Providing complete documentation
4.00 88 12
with the consignment

Base-- 33
Base
42
 Customer Care Issues
Top 2 boxes Last 3 boxes in
In No.
Parameters in % % Reasons
Mean Satisfied Dissatisfied
Customer Care Issues
Warmth and enthusiasm of sales team 3.86 73 6

Knowledge / Competency of sales team 4.08 78 4

Completeness of information on Petroleum
4.06 78 5
products

Promptness in responding to queries 3.85 73 16

Helpful / cooperative attitude of sales team 3.86 71 5

Frequency of the visits of customer care
3.46 52 13
personnel

Interest taken in knowing chemical's performance 3.63 64 11

Accessibility- Over Tel. / Fax / E-Mail etc 3.97 - -

Base-- 33
Base
43
 After Sales Issues

In Top 2 boxes Last 3 boxes

Parameters Number in % in % Reasons
Mean Satisfied Dissatisfied

After Sales Issues

Complaint handling 4.02 74 12

Defective lot handling mechanism 4.11 76 6

Base-- 33
Base 44
 Other Issues
In Top 2 boxes Last 3 boxes
Parameters Number in % in % Reasons
Mean Satisfied Dissatisfied
Other Issues
Consistency of quality of Petroleum
4.31 91 5
products in different lots
Frequency of visits of technical
3.33 58 38
personnel by ABC
Carrying out continuous product
4.07 83 9
improvement
Promotional support provided-
3.56 68 27
Catalogues, brochures etc
Reputation of the company 4.51 84 -
Reliability of company 4.49 83 1
Relationship and trust with channel
4.22 75 6
partners

Base-- 33
Base 45
Comparative Satisfaction Analysis
 Pricing

Payments need to be timely resolved……

4.5

4
3.81

3.5 3.54

3
Timely resolution of payment / Commercial issues

ABC Other Suppliers

Base : ABC – 125

47
 Order Placing

Low Satisfaction Area –

• Ease of negotiating the price

4.5
4.16
4.08
4 4.01
4.13 3.92
4.07
3.69
3.5
3.81 3.38 3.58

3
Ease of Ease of placing Flexibility in Promptness in Keeping you
negotiating the the order accommodating processing your informed about
price changes to your order the status of your
order order

ABC Other Suppliers

Base : ABC – 125

48
 Dispatch and Delivery Issues
Satisfaction is less for ABC in case of providing
complete documentation with the consignment

4.5
4.27
4.23
4 4.02 3.9 3.85 3.98 4
4.15

3.69 3.69 3.69

3.5 3.54

3
Ensuring the Timely delivery of Products as per Flexibility - Ensuring proper Providing
dispatch is made chemicals specifications on accommodating arrangements for complete
on time the Purchase changes in delivery Transportation documentation
Order schedules with the
consignment

ABC Other Suppliers

Base : ABC – 125

49
 Customer care Issues
Warmth & enthusiasm is lacking
from ABC associates when it
comes to customers
5

4.39
4.5
4.09

4 4.08
4.06
3.6 3.55
3.86 3.85 3.86
3.4
3.5 3.46 3.63
3.27
3.45
3

3
Warmth and Know ledge / Completeness Promptness in Helpful / Frequency of Interest taken Accessibility-
enthusiasm of Competency of information responding to cooperative the visits of in know ing the Over
sales team of sales team on chemicals queries attitude of customer care product's Telephone /
sales team personnel perf ormance Fax / E-Mail
etc

ABC Other Suppliers

Base : ABC – 125

50
 After sales issues

Satisfaction on after sales service especially for – handling defective

lot is on the higher side.

4.5 4.18
4.11
3.89
4
4.02

3.5

3
Complaint handling Defective lot handling mechanism

ABC Other Suppliers

Base : ABC – 125

51
 Other issues

Frequency of visits from technical personnel needs to be increased -

thus lower satisfaction vis-à-vis other satisfaction ratings for ABC

4.7 4.5
4.49
4.42
4 4.51
4.2 4.22
4.31 3.75 4.08
4.07
3.7 3.46
3.33
3.56
3.2
2.83

2.7
Consistency Frequency of Carrying out Prom otional Reputation of Reliability of Relations hip
of quality of vis its of continuous s upport the com pany com pany and trus t with
products in technical product provided- channel
different lots personnel by im provem ent Catalogues, partners
IOCL brochures etc

ABC Other Suppliers

Base : ABC – 125

52
Quality of products

Overall, customers are very

happy with the Quality of
products they are getting from
ABC…….

53
Pricing and After Sales Issues
 Pricing Issues

ABC charges for its products……………

As prevailing in
the market
60%
Discounted
35%

Premium
5%

Base-87

55
 After sales issues and other issues
Faced any problems
with ABC products?
Yes
Base-102 18%

Did you ever make

No complaint to ABC?
82%

Base Yes No
Was your complaint 23 21 2
answered satisfactorily?

Yes
Did you receive prompt
No 42% response from ABC?
58%

Base Yes No
Base-20 21 8 13

56
Thank You!!!!!