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planning_the_survey [2023/05/11 12:13] – pimsadminplanning_the_survey [2023/05/23 14:58] (current) – pimsadmin
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 ===== Overview ===== ===== Overview =====
 There are 4 stages in conducting a Customer Value Survey: There are 4 stages in conducting a Customer Value Survey:
 +{{ :surveystages.png?nolink&600 | }}
  
 **1. Management workshop**(s) to define the scope of the project and identify: **1. Management workshop**(s) to define the scope of the project and identify:
-  * A cross functional team to manage and carry out the project{{ :surveystages.png?nolink&600|}}+  * A cross functional team to manage and carry out the project
   * Introduces the customer value framework to the team if necessary   * Introduces the customer value framework to the team if necessary
   * Assesses the internal perspective of customer profile   * Assesses the internal perspective of customer profile
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   * Analyse market segments   * Analyse market segments
 **4. Action Workshop(s)**, where you: **4. Action Workshop(s)**, where you:
- * Compare internal & external perspectives +  * Compare internal & external perspectives 
-* Link the results to company strategy  +  * Link the results to company strategy  
-* Formulatie an action plan for change.+  * Formulatie an action plan for change.
  
  
  
-===== Defining the analytical framework ===== +===== Defining the Analytical Framework ===== 
-  - Market Segmentation - what markets do we compete in and how are they segmented? +A key element of the management workshop(s) and surrounding discussions is to define the scope of the survey, namely: 
-  - Definition of the customer - who influences the buying decision and who makes the purchase decision? + 
-  - Definition of the key buying factors - what are the key purchase criteria of customers?+{{:mktseg.png?nolink&200|}}: which markets do we compete in and how are they segmented? 
 +{{:custdefn.png?nolink&200|}}: who influences the buying decision and who makes the purchase decision? 
 +{{:kbf.png?nolink&200|}}: what are the key purchase criteria of customers?
  
  
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 When considering the attributes that make up the customers buying criteria we split them into 3 categories:  When considering the attributes that make up the customers buying criteria we split them into 3 categories: 
-  * Product attributes – which is what they buy, {{ :psi.png?nolink&400|}}+{{ :qualcats2.png?nolink&400|}} 
 +  * Product attributes – which is what they buy, 
   * Service Attributes which are the associated services around that in terms of pre-sales & post sales activities, delivery & support,    * Service Attributes which are the associated services around that in terms of pre-sales & post sales activities, delivery & support, 
   * and image attributes which are down to the perception of the company.   * and image attributes which are down to the perception of the company.
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   - Other?   - Other?
  
-===== Identify interviewees =====+===== Identify Interviewees =====
 Having determined the segments and regions you are analyzing you can now identify interviewees: Having determined the segments and regions you are analyzing you can now identify interviewees:
   - Which customers are strategically and operationally relevant (existing customers, changing customer) non-customers?   - Which customers are strategically and operationally relevant (existing customers, changing customer) non-customers?
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   - Who is it geographically practical to interview?   - Who is it geographically practical to interview?
 Review against the segmentation criteria, and revise segmentation and interviewees until you have a reasonable sample size. Review against the segmentation criteria, and revise segmentation and interviewees until you have a reasonable sample size.
-===== Technical requirements and important issues =====+===== Technical Requirements and Important Issues =====
   - Worksheets should have more than two competitors scored to avoid polarised results (minor deviation) in scores can cause big deviations in quality).   - Worksheets should have more than two competitors scored to avoid polarised results (minor deviation) in scores can cause big deviations in quality).
   - Conversely, having lots of competitors (more than 10) leads to a lower average difference and therefore more similar quality scores.    - Conversely, having lots of competitors (more than 10) leads to a lower average difference and therefore more similar quality scores. 
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-[[Survey Configuration|]]+Next: [[Survey Configuration|]]
  
planning_the_survey.1683807234.txt.gz · Last modified: 2023/05/17 08:02 (external edit)