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4/18/12
VENDOR SATISFACTION STUDY
Conducted for
Diesel Engines Manufacturer company
By : Ta run Kum a r Bha r t i (102022 )
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Industry profileFormal science of market research andstatistical predictability of marketperformance evolved post 2nd world war.
Last 70’s and early 80’s familiarity withanalysts of FMCG
Yet in industrial market analysis remain a little
known.
After globalization necessity of research firmbecome need of the companies.
Today about 1664 marketing researchconsultant and a encies are active.
22
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Company profileBusiness Development Bureau India
Pvt.ltd established in 1989
1992-93 was the time of export awakening inIndia and many enterprises were exploringISO certification. Customer satisfactionmeasurement was an inseparable part of the
exercise, and BDB developed one of the finestanalytical packages for customer satisfactionmeasurement and analysis.
1995-96, BDB was researching the
pharmaceutical and healthcare markets 33
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Conti……..As a result, in 2006-07, BDB developed a
brand new model of offering research andconsultancy expertise in 15 independent
industry segments where BDB’s specificindustry knowledge and research experiencebrought dramatic value to clients
BDB has always been socially sensitive andhas actively or passively participated incauses that impact the Indian quality of life.For example, appalled at the way our animalsare treated BDB decided to spread awarenessabout kindness to animals and set up a Trust44
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Service offeringIdentifying new Business Opportunities
Demand Estimation and Forecasting
Identifying Demand Gaps and Niche Markets
Export Market Identification and ExportPotential Studies
Techno Economic Feasibility studies
Measurement of Customer Expectationand Satisfaction
Analysis of Consumer Behaviour, PricingPacka in as well as Bu in Attitudes55
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Statement of Work Done
4/18/12 66
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OBJECTIVES OF THE STUDY
To identify the parameters that form the elementsof satisfaction, among the randomly selectedvendors of Diesel engine manufacturing company.
To evaluate the Vendor Satisfaction Level (VSL)
among the selected vendors.
To analyze the VSL for each parameter and torecommend to company suitable strategies basedon the above so as to plan further improvement.
To analyse the qualitative response obtained andpresent them on a structured format.
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VSL OUTPUT THAT THIS STUDY SHALL DELIVER
The Study has evaluated the Vendor Satisfaction Index (VSI) based on the following ATTRIBUTES
These attributes are further broken down into several parameters and analysed ona scale of 1 to 10. For each question, two measures are recorded -
Satisfaction Scale And Importance Scale
Not important
101 2 3 4 5 6 7 8 9
SomewhatImportant
VeryImportant
ExtremelyImportant
10
Dissatisfied
1 2 3 4 5 6 7 8 9
QuiteSatisfied
VerySatisfied
Delighted
Satisfaction scale Importance Scale
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ATTRIBUTES AND PARAMETERS COVERED
•Communication of company Vision, Mission and Values•Communication of future projections of 3 years•Clarity in communication through telephone, letter, fax & email•Reach to the Contact person at company•Frequency of interaction with company (operational level)•Frequency of interaction with company (higher level)
COMMUNICATION
RELATED
ATTRIBUTES
•Involvement of supplier at Design & Drawing phase (wherever applicable)•Timely communication of details / requirements of new projects•Timely communication of the engineering changes / modifications•Commercial discussions•company responsiveness to your suggestions•Lead time provided for new product development•Quality System evaluation and process audits conducted by SQI’s•Support and cooperation from Supplier Quality Improvement Team•Overall behavior of sourcing personnel
STRATEGICSOURCING
RELATED
ATTRIBUTES
•Technical support provided during part development
•(Applicable only for ancillary suppliers)•Completeness and clarity in technical specifications•Response or willingness of CRE to accept the suggestions•Overall behavior of Corporate Research Engineering personnel
CORPORATERESEARCH
ENGINEERING
RELATED
ATTRIBUTES
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•Completeness and clarity in overall documentation by purchase•Timely receipts of annual requirement in the beginning of the year •Timely receipts of monthly schedule and annual requirement•Timely receipts of correct purchase order or schedules•Response to the Problems by the purchaser •Receipts of GRR copies in time(online access)•Overall behavior of purchase personnel
PURCHASEPROCESS
RELATED
ATTRIBUTES
•Assistance from KOEL in solving the quality issues with supplier •Gauges provided by KOEL•Promptness in providing the details of the rejected items•Single point of contact to discuss the quality issues•Support and cooperation from Receipt Quality Assurance Dept.•Platform available with KOEL for the registration of genuine problems faced by you•Acceptance of modern manufacturing process•Communication of Quality performance on monthly basis•Engineering acceptance norms are well defined and easy to understand•Overall behavior and perception of quality personal
QUALITY ANDINSPECTION
RELATED
ATTRIBUTES
•Reasonable prices from KOEL•Payment as per the agreed norms•Response from KOEL Finance Department•Financial support in case of emergency•Fairness in overall commercial terms•Overall behavior and perception of finance personnel
FINANCIAL
RELATED
ATTRIBUTES
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•Overall satisfaction with KOEL.•KOEL’s contribution in developing long term business relationship with Suppliers•Recognition of Supplier performance•Fairness in the business deals
OTHER
ATTRIBUTES
•Operational efficiency•Professionalism•Pro-activeness•Superiority of Quality standards developed•Demanding Customer in terms of Quality, cost and delivery
OVERALL
PERCEPTION
ABOUT
KOEL
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5 6 7 8 9 10
VENDOR SATISFACTION INDEX OF COMPANY
1
2
3
4
5
6
7
8
9
10VSI 8.09
Dissatisfied
Quite
Satisfied
VerySatisfied
Truly Satisfied
Other attributes like company’s contribution in developing long term business relationship with suppliers, recognition of supplier performance, fairness in the business deals and Financial related attributes are the drivers for achieving theoverall satisfaction score of 8.09by company.
Many vendors expressed their dissatisfaction on their involvement of supplier at Concept, Design & Drawing phase,Timely receipts of annual requirement in the beginning of the year and Communication of future projections of next 3years are the main attributes which to focus.
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1.21
0.15
COMMUNICATION RELATED ATTRIBUTES
Priorities for improvement
Parameters withleast gap
5 6 7 8 9 10
Sati
sfac
tion
gap
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Positive features
Vendors are happy with frequency of interaction with operational levelexecutives. Senior executives are alsoaccessible time to time, if required
Vendors also received thecommunication from company abouttheir Vision, Mission and Values
Areas of improvement
Vendors perceive that, company shouldcommunicate the future projections fornext 3 years.
This shall provide business assuranceas well as time to develop theresources to meet the demand.
KEY FINDINGS ON COMMUNICATION
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1.53
0.50
STRATEGIC SOURCING RELATED ATTRIBUTES
Priorities for improvement
Parameters withleast gap
Sati
sfac
tion
gap
5 6 7 8 9 10
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Positive features
Quality evaluation system andprocess audits has helpedvendors to improve themselves
Support and cooperation fromsupplier to improve the quality
aspects makes them delighted
Vendors perceived thattreatment received fromcompany sourcing executives isone of the best practice
Areas of improvement
Vendors feel that their involvement atConcept,Design & Drawing phase shall bring value tothe entire value chain of the business
Timely communication of details about new
projects and the engineering modificationsshall provide more lead time.
Vendors expect that company should reducethe time for commercial discussion andfinalize the order
KEY FINDINGS ON STRATEGIC SOURCING
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0.93
CORPORATE RESEARCH ENGINEERING RELATEDATTRIBUTES
Priorities for improvement
Parameters withleast gap
0.23
Sati
sfac
tion
gap
5 6 7 8 9 10
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Positive features
Ancillary suppliers are gettingdesired technical support indevelopment phase bycompany team.
Treatment to vendors by
company CRE team is one of the highest standards
Areas of improvement
Vendors feel frequent amendments in thedrawings and respective specifications causesunnecessary confusion.
It may not be feasible to implement all thesuggestion from vendors, however company
should communicate vendors about thefeasibility of their suggestions
If possible reasons should also becommunicated if suggestions are not feasible.
KEY FINDINGS ON CORPORATE RESEARCH ENGINEERING
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1.56
PURCHASE RELATED ATTRIBUTES
Priorities for improvement
Parameters withleast gap
0.62
Sati
sfac
tion
gap
5 6 7 8 9 10
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Positive features
Vendors have communicatedthat there has been asignificant improvement inthe prompt receipt of GRRcopies. This gives clearcommunication about theirmaterial status.
Documents processed bypurchase department arecomplete and clear.
Vendors feel that there is agood support from buyer.
Areas of improvement
Communication about the annual planning is oneof the key requirement of vendors and theyexpect company to follow it.
Vendors expect quarterly schedules shall beprovided to them. It help vendors to hedgeagainst the fluctuating material prices.
Vendors feel that they should get next monthschedule in the third week of the month.
Due to the changes in the schedules the leadtime to effect supplies is shortened. Henceeffective long term planning like quarterlyschedules will help vendors to plan supplies in a
effective way.
KEY FINDINGS ON PURCHASE
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0.35
QUALITY AND INSPECTION RELATED ATTRIBUTES
1.21
Priorities for improvement
Parameters withleast gap
Sati
sfac
tion
gap
5 6 7 8 9 10
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KEY FINDINGS ON QUALITY AND INSPECTION
Positive features
Company has acceptedmodern manufacturingprocesses and also insistsvendors to adopt it.
Areas of improvement
Vendors have noticed the improvement inproviding the Monthly PPM report is generatedand communicated to respective vendors. Theyhave also noticed a significant improvement inprompt communication about the rejection.However they expect further improvement inthese aspects.
Vendors feel that they will be very comfortablewith single point of contact to discuss the qualityissues.
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1.49
FINANCIAL RELATED ATTRIBUTES
Priorities for improvement
Parameters withleast gap
0.80
Sati
sfac
tion
gap
5 6 7 8 9 10
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Positive features
Vendors have experienced a significantimprovement in on time payment.
Areas of improvement
Few vendors still complain thatcompany does not offer them goodprices.
KEY FINDINGS ON FINANCIAL
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OTHER ATTRIBUTES
0.72
Priorities for improvement
Parameters withleast gap
Sati
sfac
tion
gap
5 6 7 8 9 10
1.17
1.17
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Positive features
Due to long relations with most executives in company, vendors feel that an excellentunderstanding has developed between the vendor and company executives.company executives are easily accessible and available.
Vendors also recognize the company’s contribution (in monetary and non-monetary form) intheir business.
Vendors perceive company as the best organization in terms of ethics and values (human aswell as business). Vendors find this as one of the reasons for their continued association withcompany despite low volumes and competitive prices.
KEY FINDINGS ON OTHER ATTRIBUTES
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1.25
OVERALL PERCEPTION ABOUT COMPANY
0.85
Priorities for improvement
Parameters withleast gap
Sati
sfac
tion
gap
5 6 7 8 9 10
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1
2
3
4
5
KEY FINDINGS
SATISFACTION
DRIVERS
Payment as per the agreednorms
Receipts of GRR copies intime (online access)
Company’s contribution indeveloping long term businessrelationship with Suppliers
Response from companyFinance Department
Timely receipts of correct purchase order or schedules
AREAS OF
IMPROVEMENTAT COMPANY
Reasonable prices fromcompany
Involvement of supplier atConcept ,Design &Drawing phase
Communication of future projections of 3 years
Timely receipts of annualrequirement in the
beginning of the year
Commercial discussion
STRENGTH OF
COMPANY
Fairness in the businessdeals
Payment as per the agreednorms
Overall behavior of purchase personnel
Overall behavior and perception of finance personnel
Response from companyFinance Department
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Supplier response on their top 3 customers by contribution
1st
2nd
3r d
supplier rated our company as their top most favorable customer
supplier rated Cummins and Tata Motorsas their 2nd favorable customer
supplier ratedM&M and JohnDeere as their 3rd
favorablecustomer
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Thank you
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