Tracking Dealer Engagement

The Juxt FIRSE Model

The JuxtConsult FIRSE Model

how satisfied are the dealers with Footfalls Incentives Revenue Sales Support Engagement

Dealer-Brand Interaction
5 distinct expectations of dealer from the brand (FIRSE)

Leading to 5 possible points of satisfaction/dissatisfaction with the brand

Therefore, any comprehensive dealer satisfaction model must track and measure the experiences a dealer has with the brand at all of these 5 stages

Confidential, (C) JuxtConsult 2008

The 5 Dealer-Brand Interaction Stages

Interaction Stages
Pre Purchase

Touch Points
ATL, BTL Media

Milestones
Brand Pull
Orientation to 4Ps

Footfalls Incentives Revenue

Retail

Brand Marketability
Motivation to sell

Purchase

Product

Brand Sales
Business Assurance

Post Purchase

Sale Supports
Engagement
Expectation

Sales Team

Brand Sales Support

Commitment

Dealer Relations

Brand Relationship
Loyalty

Experience
Confidential, (C) JuxtConsult 2008

Satisfaction
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The 5 Distinct Dealer Experience Points

Pre Purchase Purchase Post Purchase

Footfalls
ATL, BTL Media

Incentives
Retail

Revenues
Product

Sales Support
Sales Team

Engagement
Dealer Relations

Dealer Friendliness
Dealer Satisfaction
visibility, brand image, packaging, product quality, customer service price, margins, availability, selling supports, financial dealing, dealer relationship

Brand Pull Experience

Brand Marketability Experience

Brand Selling Experience

Confidential, (C) JuxtConsult 2008

Brand Sales Support Experience

Brand Relationship Experience

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The 5 Distinct Dealer Experience Points

Pre Purchase Purchase Post Purchase

Footfalls
ATL, BTL Media

Incentives
Retail

Revenues
Product

Sales Support
Sales Team

Engagement
Dealer Relations

Dealer Friendliness
Dealer Satisfaction
Brand Pull Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Relationship Experience

F Index
11 parameters

I Index
24 parameters

R Index
10 parameters

S Index
34 parameters

E Index
14 parameters

Composite

F I R S E Index
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Confidential, (C) JuxtConsult 2008

The Dealer Engagement Measuring Parameters

Noticeability of brand (media, outdoor/market level, shop level) Sufficiency of communication (spread, frequency) Relevance of communication (brand-consumer match)

Brand Pull Experience

11 Parameters

Impact on brand image Impact on brand premiumness / quality perceptions Brand Pull (sufficiency of traffic, is brand asked for, considered) Overall satisfaction with brand pull

Confidential, (C) JuxtConsult 2008

The Dealer Engagement Measuring Parameters

Price appropriateness (absolute, vis--vis competing brands) Retail location appropriateness (consumer image match, ease of access) Packaging attractiveness (absolute, vis--vis competing brands) Product display (shelf placement, promotional display)

Brand Marketability Experience

24 Parameters

Product promotion (promotional activities, pos support) Availability (overall, range, right variants, sufficiency of quantity) Brand benefit orientation / training Product quality appropriateness (vis--vis price, vis--vis competition, consumer acceptance) Product competitiveness (price, pull, range, features, benefits/usp, usage satisfaction) Overall satisfaction with brand marketability

Confidential, (C) JuxtConsult 2008

The Dealer Engagement Measuring Parameters

Price attractiveness (ease of selling) Adequacy of dealer margin (absolute margin, vis--vis competition, schemes and slab upgrades) Adequacy of business generation (gross, net) Selling aids (discounts/gifts, hire purchase/installments/EMI)

Brand Selling Experience

10 Parameters

Payment collection options (option range, convenience of collection)

Overall satisfaction with brand selling

Confidential, (C) JuxtConsult 2008

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The Dealer Engagement Measuring Parameters

Adequacy of supply (sufficient quantity, timely, continuity, spares/accessories) Inventory management (systematic management, timely visits, ease of ordering) Sales orientation / training (availability, quality) Sales communication support (shop signage, pos) Trade channel support (systematic, clear location demarcations, role clarity, issue redressals) Customer service support (helpline/call center, query resolution timely, adequacy) Channel promotion (coop ads, dealer directory/directions) Financial dealing (payment policy, credit period, level of paperwork) Return / refund (policy, actual experience) People relations (sales team, finance team, management approachability, courtesy, 34 Parameters
ease of dealing, etc.)

Brand Sales Support Experience

Overall satisfaction with brand sales support

Confidential, (C) JuxtConsult 2008

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The Dealer Engagement Measuring Parameters

Brand orientation (understanding of brand and its usp, session/workshops/visits, training,
literature/newsletter)

Brand Relationship Experience

14 Parameters

Company orientation (factory/office visit, literature/newsletter) Dealer meets / forum (regularity, relevance, convenience)

Loyalty program (exists, attractiveness, motivation to recommend/sell)

Recognition (awards, certificates, letter of appreciation, etc.) Overall satisfaction with brand relationship

Confidential, (C) JuxtConsult 2008

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Methodology
Important to measure satisfaction levels at each stage of interaction to derive the relevant diagnostics for leakages in the brand dealing funnel Parameters also rated on their importance by dealers to facilitate reporting of attribute importance vis--vis performance grids for key brands in the category

Confidential, (C) JuxtConsult 2008

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Sampling
Multi Brand Dealer Brand Pull Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Relationship Experience Authorized Dealer Brand Pull Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Relationship Experience Exclusive Dealer Brand Pull Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Relationship Experience Franchisee Brand Pull Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Relationship Experience

Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers)

Confidential, (C) JuxtConsult 2008

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Key Analysis & Reporting

Brand dealing experience and diagnostic at each of the 5 stages of dealerbrand interaction (+ reasons of satisfaction/dissatisfaction at each level)
Brand level satisfaction scores at each of the 5 stages of brand experience

- individual F,I,R,S,E index scores

Overall satisfaction with the brand (composite FIRSE index for the brand)

Brand performance on individual parameters/attributes vis-a-via the importance of these parameters/attributes (F, I, R, S, E grids)

Confidential, (C) JuxtConsult 2008

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Thank You!