Furniture Coatings in Europe: A Survey of Customer Satisfaction “None of the four biggest...

Furniture Coatings in Europe:A Survey of Customer

Satisfaction“None of the four biggest

suppliers is the same, either in the needs of their customers or in

the areas they perform well in.In a market where consolidation has been the over-riding focus of

attention in recent times, it is apparent that there is still

genuine choice in the market.”

Brian BalmerResearch AnalystFrost & Sullivan

Background Information

• 140 end-users interviewed

• Smallest customer uses under 1 tonne

• Largest customer purchased 200 tonnes per year, not including solvents

• Total annual consumption from known data (for 117 end-users) 4,600 tonnes

Purchasing Process

• Drivers and Restraints of purchasing• Analysis of how frequently suppliers visit

customers, and identification of key decision-makers in different types of end-user company

• Supplier loyalty and the use of more than one supplier

0%10%20%30%40%50%60%70%80%90%

100%

< 1tonne 1 to 10tonnes

10 to 100tonnes

> 100tonnes

Annual Consumption

Customer Satisfaction in the Furniture Coatings Market: Analysis of Supplier Visit Frequency by End-User Annual Consumption (Europe), 2001

NeverRarelyAnnuallyBiannuallyQuarterlyEvery 2 monthsMonthlyFortnightlyWeeklyMore than weeklyVariable

Customer Needs

•Analysis of variations in customer needs by four main demographic sets:

•Identification of the most important customer needs in each of 5 major categories:

•Product Brand and Range•Technical Performance•Pricing•Customer Service•Delivery

•Type of Furniture•Annual Consumption•Region•Key Decision-Maker

Customer Satisfaction Analysis

• Generic analysis of customer satisfaction by key demographic groups

• Performance of the leading suppliers

Customer Satisfaction in the Furniture Coatings Market: Perception of Service Performance by Region (Europe), 2001

Italy

Iberia

BeneluxFrance

Germany

Scandinavia

UK

Weakness Perception

Str

ength

Perc

epti

on

Marker Size = Total Market Size Note: All figures are rounded. Source: Frost & Sullivan

Low High

Low

High

Market Positioning

• Importance of different issues to the customers of a single supplier

• Comparison with perceived strengths for this supplier

Customer Satisfaction in the Furniture Coatings Market: Importance of Purchasing Needs for Customers of Company X (Europe), 2001

3

4Price

Technical

ServiceDelivery

Product Range

Company X Market Average

Customer Satisfaction in the Furniture Coatings Market: Perceived Relative Strengths of Company X (Europe), 2001

0.0%

70.0%Price

Technical

ServiceDelivery

Product Range

Company X Total for All Suppliers

What to do next

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