GDSN Annual Customer Satisfaction Survey Results The global language of business

Transcription

1 GDSN Annual Customer Satisfaction Survey Results The global language of business

2 Executive Summary As part of the 2010 / 11 GDSN Objective, Goals, Strategy and Measures (OGSM) initiative GDSN Inc has completed the first annual customer satisfaction survey. Respondents to the survey included 14 Certified Data Pools, 23 supply side and 7 recipient side Trading Partners. Using a scale of 1 to 5, 1 being Very Dissatisfied and 5 being Very Satisfied GDSN Inc was able to calculate an average satisfaction rate. The satisfaction goal of the OGSM was a target rating of 4.0 out of 5.0 and a minimum rating of no less than 3.5 out of 5.0. The rating of the first survey is to be considered a baseline score to judge future annual results. Annual actions plans developed from the results will be reviewed by the GDSN Inc Board Summary Results: All participants: The overall satisfaction rating was calculated at 3.33 out of 5. This rating scored below the minimum threshold established by the GDSN Inc Board for desired results. GDSN Certified Data Pools: - The overall satisfaction rating was calculated at 3.32 out of 5. This rating scored below the minimum threshold established by the GDSN Inc Board for desired results. These scores represent the two key goals as defined in the GDSN OGSM. It is clear that GDSN Inc must increase these results to align with or supersede the expected goals in the next survey. By performing an analysis of the questions and comments GDSN Inc has outlined a plan to address identified opportunities while working to increase the overall satisfaction of its participants in the next survey. Key actions, most of which are already planned as part of 2011 / 12 OGSM include: Develop and execute Country Expansion Programme (2011 / 12 OGSM) Develop and execute new GDSN Marketing, Communication Strategy (2011 /12 OGSM) Proactively Engage stakeholders in Network Release planning (2011 / 12 OGSM) Review and update GDSN Education and technical documentation (new) Expand planned OGSM Contract review to include review of policies regarding Data Pools, Value Added Services and Solution Providers (modification of 2011 / 12 OGSM) The following report gives a general overview of the participant s breaks down key questions and comments into summaries for easy review. All contents copyright GS page 2 of 7

3 Overview The 2010/2011 GDSN OGSM initiative listed as one of the goals a GDSN customer satisfaction rating of 4.0 out of 5 with a minimum desired rating of 3.5. The survey was distributed to the top 100 GDSN Users, all GDSN Certified Data Pools, all current GDSN GSMP BRG participating companies and several Health Care GDSN users. The survey was sent to a total of 261 participants. The GDSN Inc Data Pool sub-committee worked over several months to develop questions to be asked on the survey. GDSN Inc. marketing was ultimately responsible for taking the recommended questions from the Data Pools and creating a satisfaction based question bank. The survey was officially launched on 21 March 2011 and ended on 29 April 2011 for a total of 6 weeks to gather feedback from the selected users. In total 44 company representatives responded to the survey for an overall response rate of 16 percent. According to GS1 marketing department the average response rate to a survey is 5 percent. The survey consisted of 6 profile questions including, Contact Info, Organisation name, GDSN experience, etc There were 21 questions directly related to the survey takers satisfaction of GDSN, based on 1-5 ranking system with 1 being the lowest ranking and 5 being the highest ranking. Also included in the survey were 2 questions on GS1 Data Quality and 2 Open text questions soliciting feedback from the person taking the survey. Results Breakdown GDSN is a global platform for electronic commerce and the survey was distributed to companies all around the world, the responding companies represented the following geographical breakdown: Europe: 15 respondents North America: 26 respondents South America: 1 respondent Asia Pacific: 2 respondents The overall goal of the GDSN OGSM focused on the satisfaction of Overall Participants and Certified Data Pools the survey was also distributed to supply side users and recipient users. The following supply chain roles finished the survey for inclusion in the results. Respondent breakdown: 14 Certified Data Pools responded 23 Supply Side Trading Partners responded 7 Recipient Trading Partners responded It is interesting to note that the rating for each of the respondents above differed as well with the following satisfaction ratings received from each group: Certified Data Pool Satisfaction Ranking was 3.32 out of 5 Supply Side Satisfaction Ranking was 3.23 out of 5 Recipient Satisfaction Ranking 3.66 out of 5 These results highlight a difference in the level of satisfaction between supply chain roles with the recipient respondents ranking their satisfaction with GDSN Inc the highest while supply side satisfaction was ranked the lowest. All contents copyright GS page 3 of 7

4 Response Analysis The satisfaction survey results highlight a satisfaction rating skewed towards North American respondents. Several factors can contribute to this response rate. The survey was developed and distributed in English. GDSN Certified Data Pools were offered the opportunity to translate the survey into their local language and distribute locally to their top 5 GDSN Users. 3 Data Pools accepted this offer. North America has some of the highest focus on Data Synchronisation activities with several commercial and GS1 Member Organisations (MO s) certified data pools competing for customers. The majority of registered GDSN users are based in the North American continent and overall awareness of data sync and its benefits is higher in this region. Europe offers the next highest ranking in respondents to the survey. Most of the data sync activities are promoted by local membership organisations in support of their community. Nearly half of the respondents were GS1 Membership Organisation certified Data Pools. One of the contributing factors could be that Membership Organisations represent GS1 Initiatives to their user communities. Localisation of content and messaging is one of the primary services offered by MO s which can account for fewer Trading Partners in those regions responding. Asia Pacific is ranked 3rd in responses to the survey. GDSN Inc feels that due to time zone challenges, MO interfacing directly to their community and in some cases language could be contributing factors. Survey Question and Comment Analysis The survey consisted of 6 profile questions including, Contact Info, Organisation, GDSN awareness, etc 21 Satisfactions Questions based on 1-5 ranking system with 1 being Very Dissatisfied and 5 being Very Satisfied. Also included were 2 questions on Data Quality and 2 Open text questions on increasing adoption and implementation and how to improve support and processes. The highest rated question was, GDSN has brought value to my organisation. This question received a 3.83 rating out of 5. The lowest ranked question was, The majority of my trading partners are currently engaged in GDSN. This question received a 2.34 rating out of 5. Although both ratings fall beneath the target rating of 4.0 the disparity between the ratings of these responses gives GDSN an indication of where efforts can be focused to improve the satisfaction rating for the next survey. GDSN Inc needs to understand how it is bringing value to organisations and to establish a way to expand the reach to trading partners not currently engaged in GDSN. Every question in the survey offered a comment section where respondents could enter commentary on the question being asked. In reviewing the rating and responses several themes consistently appeared. Roles and Responsibilities of Key Stakeholders Change Management Concerns Need for recipient/suppliers to engage GDSN Marketing and Communication Opportunities Ambigous Data Pools Education and Documentation All contents copyright GS page 4 of 7

5 ROLES AND RESPONSIBILITIES OF KEY STAKEHOLDERS There are several stakeholders in the network, GDSN Inc staff, GDSN Board of Directors, GDSN Certified Data Pools, GDSN Trading Partners and to some extent GS1 Member Organisations. Each role plays an important part in making the network operational and neutral. GDSN Inc s analysis of the comments leads us to believe there is an opportunity to improve the awareness of the roles in the network. Comments were interpreted to represent issues that some respondents were having with their technical solution provider rather than the network as a whole. Other comments indicated a misunderstanding of the function that the Data Quality Framework provides to GDSN. Instead of being a complimentary solution it is perceived as an integrated part of GDSN. GDSN Inc must help the community to understand the different roles and responsibilities throughout the network. CHANGE MANAGEMENT CONCERNS Several comments are directed to understanding the overall process of how GDSN decides implementation of functionality into the network and how key dates are decided and communicated. Since GDSN is comprised of 29 different platforms communicating changes to local communities is sometimes misunderstood or delayed. A structured approach to communicating changes to the Data Pools and Trading Partners needs to be included in future communication strategy discussions. NEED FOR RECIPIENT/SUPPLIERS TO ENGAGE As GDSN reaches critical mass, the need to deliver value from the investment in data sync by Trading Partners and Data Pools increases. A common comment was the need for Retailers to engage globally or for regional retailers to become more active. GDSN MARKETING AND COMMUNICATIONS Several survey comments were directed to the lack of or aging marketing materials and messaging. A need for new business cases and best practices was identified. A simpler message that can link GDSN to other initiatives inside of GS1, ex. How will B2C work with GDSN? Updating the website to offer a cleaner user experience with key messages and proper links should be a focus to help the community access information about the network more efficiently. AMBIGOUS DATA POOLS The role of Data Pools and their existing communities that are not a part of GDSN were commented upon several times by both certified Data Pools and Trading Partners. There is an indication that a certified Data Pool maybe confusing the marketplace by promoting an internal country catalog and required attributes that is NOT GDSN certified as a solution to local data sync needs thus confusing community members on where to engage and additional costs. EDUCATION AND DOCUMENTATION Several comments highlighted the confusing or lack of documentation and education products. Comments ranged from old outdated documents, to broken links inside of existing documentation. Dated education and training content needs to be updated to reflect the new capabilities of the network and be more accessible. All contents copyright GS page 5 of 7

6 Action Plan Although a statistically high response rate was received GDSN Inc feels that there are several things that are currently being planned and some that need to be modified to increase the overall customer satisfaction of GDSN. Many identified areas for improvement are already covered in the 2011/12 OGSM. Below is an expanded list of what is actions GDSN Inc intends to implement to increase customer satisfaction. Develop and execute Country Expansion Programme (2011 / 12 OGSM) Engage Brasil, China, Poland and any self identified region for GDSN CPG expansion opportunities Work to connect multinational retailers and manufactures with their local trading partners in a predictable manner Develop and execute new GDSN Marketing, Communication Strategy (2011 /12 OGSM) Marketing Develop new Value Proposition Work with industry to develop relevant business cases and best practice documentation Create new marketing collateral with clear, simple messaging Link to GDSN to GS1 initiatives as required Communication Update the GDSN website Evaluate new tools for engaging with the community, ie. Facebook, Twitter, other.. Update the survey questions and methodology o Develop a communication plan for the next survey including discussions in meeting and calls leading up to the actual survey o Clarify the survey by evaluating the questions and clarifying any ambiguity. Use the Data Pool business meeting as a kickoff. o Offer a give-a-way such as a ipod Touch or gift card that will be chosen randomly from the respondents Proactively Engage stakeholders in Network Release planning (2011 / 12 OGSM) Develop a structured approach to communicating key activities surrounding the Major Release Leverage existing meetings and groups to participate in the release planning Operations and Technology Advisory Group GDSN User/Advisory Group GS1 Industry and Standards Event Industry meetings as needed Review and update GDSN Education and technical documentation (new) Establish a plan to leverage Major Release activity to identify and create/update documentation for the network. Develop a plan to review and update existing GDSN training material as identified o Create new training material as needed Expand planned OGSM Contract review to include review of policies regarding Data Pools, Value Added Services and Solution Providers (modification of 2011 / 12 OGSM) Review/Update/Create legal documentation and supporting policies and procedures as necessary to support the changes to the network o Remove ambiguity and clarify roles and responsibilities of Key Stakeholders All contents copyright GS page 6 of 7

7 GS1 GDSN Inc. All contents copyright GS page 7 of 7 GS1 is a registered trademark of GS1 AISBL