Vienna12 cem arican

EIDQ Association Vienna Plenary Meeting, 23-25 April 2012

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CUSTOMER SATISFACTION SURVEY 11818, TURKEY

M.Cem ARICAN

Business Development Manager

Assistt

[email protected]


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AgendaResearch Design

Customer Profile

Awareness

Usage

Satisfaction and Loyalty

1

2

3

4

5


3


Customer Profile

Awareness

Usage


1

2

3

4

5


4

CATI (computer aided telephone interview)

29 SEPT – 12 OCT 2011

Research Design – Method and Timing


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Sample

Two target groups of customers:

519 customers for directory assistance services153 customers for value added services

Research Design - Sample


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Customer Profile

Awareness

Usage


1

2

3

4

5


7

11818 Customers

Mostly households

N= 307

Directory Assistance


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11818 Customers

Man rather than woman

n = 519 n = 153

Directory Assistance Value Added Services


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11818 Customers

Mostly young adults

n = 519

Directory Assistance Value Added Servicesn = 153


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11818 Customers

n = 519

Directory Assistance Value Added Servicesn =153

Mostly graduated from highschool or less


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11818 Customers

Housewives and Blue or White Collar Employees

Student

Unemployed

Retired

Self-employed

White collar employee

Blue Collar Employee

Housewife

6

6

8

13

18

21

23

Directory Assistancen = 519


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11818 Customers

Married

n = 519

Directory Assistance Value Added Servicesn =153


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11818 Customers

Mostly middle and lower middle class

n = 519

Directory Assistance Value Added Servicesn = 153


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Customer Profile

Awareness

Usage


1

2

3

4

5


15

Services


16

Sources of Information


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no difference between the numbers in the market

n = 671


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Customer Profile

Awareness

Usage


1

2

3

4

5


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Other

Locksmith

Sports

Pharmacy

Location based guidance

Inquire name from the number

Directory assistance

3

4

16

36

6

14

69

1

1

2

2

17

89

Directory Assistance Value Added

Services Used


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Location of Call


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Reasons of Preference


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Customer Profile

Awareness

Usage


1

2

3

4

5


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Satisfaction vs LoyaltySatisfaction

Correctness of the information shared The way call is ended The way customer is welcomed Politeness of the operator Understanding customer’s needs by the operator

Loyalty ‘Low involvement’ category

Customers do not see any difference between DA Numbers Customers call the very first brand in their mind


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Comments & Suggestions

Customer preference is spontaneous and ad hoc, hence being in customer mind is vital. Main media channel to reach customers is TV commercials.

BIG DILEMMA : MARKET SHARE VS PROFITABILITY


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Thank you, any questions ?