DX_Intro to Customer Analysis v2.0

Validity
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A measure of consistency—will the same measure yield the same results on different occasions?
– e.g. Does the questionnaire obtain the same results with the same person on different occasions? – e.g. Is your sample size large enough?
Conduct focus group interviews
Develop and pretest phone surveys
Identify segments based on needs
Conduct phone surveys
Develop segments based on needs
Update database
Self-administered Questionnaires
Personal Interviews
Telephone Interviews
Focus Groups
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Cap Gemini Ernst & Young Strategic Consulting • Proprietary and Confidential DX_Intro to customer analysis_v2.0
A good questionnaire is extremely difficult to develop . . . and takes several drafts
Data Collection
Observational (e.g. work sampling, diaries)
SURVEY
What does it involve? • Collecting standardised data from a population or a sample drawn from that population What is it used for? • To study attitudes, feelings, facts, beliefs, perceptions, behaviours, needs (past, current or future)
Reliability
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Does the research protect the welfare of the subjects?
Disadvantages:
• • Expensive and time-consuming to administer Social desirability bias (i.e. respondent may not express extreme or socially unacceptable views) Interviewer bias Difficulties with sensitive topics
Disadvantages:
• • • • Cannot observe perceptions, feelings, etc. Observer may be biased, assume the reason for actions that he observed Resource intensive Subjects may disagree to being observed
Needs-Database
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Each primary data collection tool has advantages and disadvantages
Define issues
Form hypotheses (you did this earlier!)
Gather data
Analyse data
Develop insights
Develop conclusions and recommendations
Stages in Designing a Survey
Conduct Day-in-theLife of a customer studies
Conduct market focus workshops Generate hypothesis about markets and reduce variables
• What is the customers value to the end user? • What is the customers value delivery system? • What is the company’s value to the customer? • What is the company value delivery system? Reduce variables in database Validate variables Reduce variables Validate variables Reduce variables Reduce variables Validate segments
Questionnaires
Advantages:
• • • • • • • Low cost of data collection Low cost of processing Anonymity Can get at feelings/attitudes/beliefs Avoid interview bias Ability to reach respondents in wide geographic locations Can get a large number of respondents •
Build appropriate customer experience
Technology
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CGE&Y Approach
Gather customer data
Segment customers and derive insight
Evaluate customer relationship strategy and customer value
Develop value proposition
TYPES OF SEGMENTATION
Different techniques are often combined to gain a more robust understanding of needs
Example of Process Followed to Deliver Needs Based Segmentation
Checking the Questionnaire
• Does the questionnaire measure what it is supposed to measure?
– e.g. Is the relationship between variables genuine, or could there be another explanation (internal validity)?
GATHERING CUSTOMER DATA
Secondary data is also useful to give a rapid insight
Advantages: • Provides a rapid insight into markets: useful when conducting in-depth interviews • If available, can provide a cost-effective insight into markets and companies Limitations: • Not always accurate:
• Can be out of date
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Not always based on full understanding of market
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Decide general purpose of survey
Formulate hypotheses
Develop questions relating to hypotheses
Construct survey method
Determine population sample
Pilot
Conduct survey
Interviews
Advantages:
Good for motivating respondent and building rapport – Follow-up • • • Can adapt interview toቤተ መጻሕፍቲ ባይዱsituation Good for handling complex topics Can use probes •