MOSTER

MOnitoring Satisfaction To Ensure Retention

MOSTER benefits – What makes the Difference

• Innovative and compatible: MosterTM is a further development of common client satisfaction measurements, offering additional benefits such as the identification of tipping variables, i.e.
  -   variables which delight clients who are marginally below delight and
  -   variables which satisfy clients who are marginally below satisfied
•  Individually adaptable: Measures an individual set of variables, based on a standardized algorithm
• A pragmatic approach:
  -   Benchmarking and Tracking: targeting at sensitive variables decisive for switching candidates
  -   Segmentation of Stakeholder/Client
  -   Delivers input for your Scorecards
• Worldwide established: Used in a variety of international studies (22 countries so far) 
• Multi-oriented: Focusing on stakeholders, customers, sales reps, supply chains etc.

INNOVATIVE APPROACH: non-linear based on DiFFERENT attribute classes

An action oriented model based on the theory of Dr. Noriaki Kano (University of Tokyo). This KANO-MODEL differentiates between 3 classes of attributes:

1. “Must-Be” Attributes: a necessary prerequisite that must be fulfilled. “Must-Be“ attributes cause dissatisfaction if they do not occur but, on the other hand, if they occur, they do not lead to satisfaction (e.g. a clean hotel room).
2. “Linear” Attributes: “the more, the better”, i.e. these attributes describe the area of measuring customers’ expectations (e.g. the quality and quantity of dishes in a restaurant).
3. “Delight” Attributes: Add-on services, which one normally does not expect and therefore, they are not missed in case they are not offered. However, these attributes delight if they occur (e.g. a cup of coffee at the hairdresser).

Each of these 3 attribute classes influences the objectives, client satisfaction and client retention, in a different way.

KANO considers the lifecycle of attributes and their migration within the 3 classes.

Therefore, MOSTER goes beyond a linear correlation between perceived performance and the level of client satisfaction (as with classic models) and describes a curve function (non-linear correlation).

PRAGMATIC IMPACT:  IMPROVEMENT OF CLIENT SATISFACTION

MOSTERTM allows ...

• to see right off the potential for improvement of client satisfaction and retention. 
• to identify those attributes which are relevant for calibration both for each person and on an aggregate level.

A future improvement of the performance of attributes with a high percentage of persons in a border area between two zones leads to a positive satisfaction level.

METHOD AND RESEARCH INSTRUMENT

• Flexible survey methodology: Face to face interviews, Online research, CATI, self-completion is possible due to its simple structure
• Structured questionnaire: approx. 25 minutes in duration, nominal data (yes/no) and scales
• Common client satisfaction measurements can be covered in the questionnaire
  

MOSTER Results

1. Classification of the importance of each attribute: the potential of each attribute to cause “Dissatisfaction” OR “Delight”.
2. Client’s perception of brand and/or product performance concerning single attributes.
3. Sensitivity for each performance attribute: % share of those target individuals, who show a higher level of satisfaction with an even slight improvement of the performance.
4. “Priorities”, as combination of the results ’1’ and ‘3’ above: identifies those attributes, which are particularly interesting for a immediate improvement of client satisfaction.

Results serve as

• input for a strategy plan, e.g. what should be improved first?
• recurring decision for investment
• identification of sensitive variables in addition to key drivers