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
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
1
2
3
4
5
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
1
2
3
4
5
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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CATI (computer aided telephone interview)
29 SEPT – 12 OCT 2011
Research Design – Method and Timing
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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Sample
Two target groups of customers:
519 customers for directory assistance services153 customers for value added services
Research Design - Sample
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
1
2
3
4
5
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11818 Customers
Mostly households
N= 307
Directory Assistance
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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11818 Customers
Man rather than woman
n = 519 n = 153
Directory Assistance Value Added Services
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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11818 Customers
Mostly young adults
n = 519
Directory Assistance Value Added Servicesn = 153
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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11818 Customers
n = 519
Directory Assistance Value Added Servicesn =153
Mostly graduated from highschool or less
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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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
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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11818 Customers
Married
n = 519
Directory Assistance Value Added Servicesn =153
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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11818 Customers
Mostly middle and lower middle class
n = 519
Directory Assistance Value Added Servicesn = 153
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
1
2
3
4
5
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Services
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Sources of Information
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no difference between the numbers in the market
n = 671
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
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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
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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Location of Call
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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Reasons of Preference
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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AgendaResearch Design
Customer Profile
Awareness
Usage
Satisfaction and Loyalty
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
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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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
EIDQ Association Vienna Plenary Meeting, 23-25 April 2012
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Thank you, any questions ?