Beyond Measure jdpower.com Vacuum Satisfaction Study

Transcription

1 Beyond Measure jdpower.com 2017 Vacuum Satisfaction Study

2 2017 Vacuum Satisfaction Study Publish Date: May 17, 2017 Consumers shopping for a vacuum have a wide variety of models and features to choose from, and at various prices. Vacuum manufacturers that understand their customers attitudes, preferences, and experiences are better able to leverage competitive advantages, identify improvement opportunities, and increase overall customer satisfaction and brand loyalty. The Solution The J.D. Power 2017 Vacuum Satisfaction Study SM measures key drivers of satisfaction among customers who recently purchased a vacuum. The overall customer experience is based on six key drivers of satisfaction: ease of use; features; performance; price; styling/appearance; and warranty. The study, which provides the vacuum industry with insights into the evolving needs and demands of customers, includes the following objectives: Measures key drivers of satisfaction among customers who purchased a canister vacuum, upright vacuum, or stick vacuum Captures brand image and reputation Examines pathway to purchase: reasons for shopping; steps taken after decision to purchase (including first step); types of websites used for research and shopping (including most frequented type); number of shopping visits across retail locations; involvement of sales associate when first visiting retail location; preferred brand in mind at beginning of purchase process; and place of purchase The overall customer experience is based on six key drivers of satisfaction: ease of use; features; performance; price; styling/appearance; and warranty. Captures vacuum features and usage patterns Measures problem occurrence, contact with manufacturer, and satisfaction with warranty service Delivers insight into what drives customer loyalty How It Works Sampling The 2017 Vacuum Satisfaction Study includes the largest vacuum manufacturers that represent at least 67% of market share. The 2017 study is based on the responses of more than 6,950 customers who purchased an upright, canister, or stick vacuum within the previous 12 months. The study was fielded in February and March Refer to the Appendix to see a list of vacuum manufacturers profiled in the study. 2

3 J.D. Power Index Based on data obtained from the survey, an overall index is created that quantifies the impact the factors and the attributes within them have on customer satisfaction. Specifically, the relative weight that each attribute contributes to the factor index is first calculated, followed by calculating the relative weight that each factor contributes to the overall satisfaction index. The results of those calculations are used to predict overall satisfaction based on a weighted sum of the factors, which constitutes the overall index. Financial ROI Index The Index is a calculated roll-up of performance scores, weighted relative to the importance of each factor to overall satisfaction. Award Criteria Factor Factor Factors are distinct parts of the customer experience that together encompass the entire experience. s are specific elements that comprise and drive satisfaction within a factor. Diagnostic Diagnostics are critical to quality elements that influence satisfaction within an attribute or factor. Index Explains OSAT and Loyalty Measures Factors Explain Index s Explain Factor For a company to be award eligible, a minimum of 100 completed surveys must be received in their given segment: upright vacuum brands and canister vacuum brands. The highest-ranked brand in each segment receives a trophy. Award recipients that subscribe to the study have the opportunity to publicly leverage this award through J.D. Power s award licensing program. Based on data obtained from the survey, an overall index is created that quantifies the impact the factors and the attributes within them have on customer satisfaction. 3

4 Leveraging J.D. Power Data to Better Understand Competitive Position Satisfaction Drivers The Vacuum Satisfaction Study Index (upright and canister) segments the customer experience into six factors and 20 upright vacuum attributes, 21 canister vacuum attributes, and 22 stick vacuum attributes: Ease of Use Legibility of controls Ease of using controls Ease of maneuvering vacuum (Upright and Stick Vacuum only) Clarity of owner/user manual Ease of carrying Ease of emptying the bag/dust cup Ease of changing filters Ease of maneuvering nozzle (Canister Vacuum only) Ease of maneuvering canister body (Canister Vacuum only) Features Number of floor type settings Capacity of debris tank/bag Cord length Usefulness of accessories Length of reach of accessories Performance Noise level Suction power/consistency of suction power Durability Battery life (Stick Vacuum only) Battery recharge time (Stick Vacuum only) Price Overall rating of the price paid for the vacuum Styling/Appearance Color Styling Size Warranty Overall rating of warranty Pathway to Purchase The 2017 Vacuum Satisfaction Study also examines consumers pathway to purchase with full shopping and purchase funnel market data, which includes: Trigger reasons for beginning the purchase process Steps taken after decision to shop, including first step Types of websites used for research and shopping, including most frequented type Number of shopping visits across all brick-and-mortar retail locations Outcome of initial visit to brick-and-mortar retail location purchased or continued shopping Involvement of sales associate when first visiting retail location Preferred brand in mind when beginning purchase process Oversampling J.D. Power offers a proprietary oversample opportunity allowing companies that are not currently profiled in the syndicated study to obtain competitive data sets in order to benchmark their performance against competitors that are profiled in the study. This opportunity is also available for profiled companies that want to dive deeper into a specific topic covered in the study. The same questionnaire used for the syndicated study is used for the proprietary oversample study. 4

5 Subscription Details The 2017 Vacuum Satisfaction Study provides access to the insights and tools needed to gain a comprehensive, in-depth understanding of how your company is performing and to identify key areas needing improvement. Study deliverables include: New online dashboard analytic tool Active dashboard: Data elements in the dashboard may include such items as key charts and tables that highlight rankings, verbatim reports, broadcast messages that have been shared, presentations, and other user-uploaded documents of interest. Dashboards can be customized to contain only the information that is critical for each user, and an expandable toolbar allows users to easily conduct ad hoc analyses and reports Performance analysis: Allows users to easily view key metrics against multiple points of reference, providing them with more control when performing rootcause analyses and benchmarking Verbatim comments: Full search functionality allows rapid access to verbatims of interest Industry detailed findings: Competitive performance overview by factor Access to a personalized competitive data set allows you to see how your company stacks up against your competitors, the industry, and the highest performers across factors and attributes at the national level Competitive data set in SPSS and Excel file format An on-site executive presentation with management insights, which includes customized strategic recommendations, study results, ongoing best practices, and analyses of high-performing vacuum manufacturers Swoop gap analysis: Highlights improvement opportunities that have the greatest impact on customer satisfaction if improved Copy of the current questionnaire The study provides access to the insights and tools needed to gain a comprehensive, in-depth understanding of how your company is performing and to identify key areas needing improvement. About J.D. Power J.D. Power is a marketing, consumer intelligence, and data and analytics company that helps its clients measure, understand, and improve the key performance metrics that drive their growth and profitability. J.D. Power s industry benchmarks, unique data and analytics platform, and reputation for independence and credibility has established the company as one of the world s most well-known and trusted providers of Voice of the Customer insights. Established in 1968, J.D. Power is headquartered in Costa Mesa, California, and has offices in North/South America, Asia Pacific, and Europe. Beyond Measure jdpower.com For more information about J.D. Power products and services, please contact: Christina Cooley at or Christina.Cooley@jdpa.com Nicole Tapp Nicholson at or Nicole.Nicholson@jdpa.com 5

6 APPENDIX: Profiled Brands Upright Vacuum Brands: Bissell Dirt Devil Dyson Electrolux Eureka Hoover Kenmore Kirby Miele Oreck Samsung Shark Canister Vacuum Brands: Bissell Dirt Devil Dyson Electrolux Eureka Hoover Kenmore Miele Shark Stick Vacuum Brands: Bissell Dirt Devil Dyson Electrolux Hoover Samsung Shark