siliconindia | | December 20199the basis for performance appraisal and reward systems. It can also serve as the basis for a customer satisfaction surveying program that can ensure that quality improve-ment efforts are properly focused on issues that are most important to the customer.So, what's the solution? The answer is `Digitali-zation'. If a business or brand offers online custom-er support, things can get much better, the custom-er or visitor can use it to get their queries answered and find solutions faster. According to research per-formed by McKinsey concluded that integrating dig-ital customer service journey leads to 76 percent customer satisfaction.Customer loyalty is the key objective of custom-er relationship management and describes the loyalty which is established between a customer and compa-nies, persons, products or brands. The individual mar-ket segments should be targeted in terms of developing customer loyalty.While Customer Satisfaction is measured by most companies, the problem companies face, however, is ex-actly how to do all of this and do it well. They need to understand how to quantify measure and track customer satisfaction leading to loyalty. Without a clear and ac-curate sense of what needs to be measured and how to collect, analyse and use the data as a strategic weapon to drive the business, no firm can be effective in this new business climate. Too many companies rely on outdated and unreli-able measures of customer satisfaction. They watch sales volume. They listen to sales associates describing their customers' states of mind. They track and count the fre-quency of complaints. And they watch aging accounts receivable reports, recognizing that unhappy customers pay as late as possible--if at all. While these approach-es are not completely without value, they are no sub-stitute for a valid, well-designed customer satisfaction surveying program.Businesses have gone digital ­ and there's no coming back! Below are some key challenges every business fac-es in delivering an awesome customer experience in the new age of digital world:1. Deliver a Personalized Experience at Every Step of the Customer Journey2. Realizing Single Customer Profiles to gain a 360 Degree Holistic View of the Customer3. Achieving Operational Excellence is an Essential Hygiene4. Using Multiple Channels to Deliver a Consistent ExperienceIn Media & Entertainment industry in Mumbai, there is limited empirical research done in this area with re-gards to the foregoing customer experience and satisfac-tion using digital mediums and their relationship with Customer Loyalty specifically with an India context. Hence, the significance of a research becomes the need of the hour.The research should involve in-depth interviews with media professionals and media consumption customers in phase-1. The data collection vehicle should be semi structured interviews with probing questions to create detailed blueprint of the customer's journey in the digital media consumption space in the M&E industry and their experience, satisfaction &loyalty levels.Based on the Literature review and the results of phase-1, a structured questionnaire should be prepared to empirically test the major variables 1) satisfaction 2) value 3) experience 4) quality 5) Trust 6) Preference and their relationship to loyalty based on the functional and humanic clues. The data collected should be tabulated, edited and subjected to various statistical techniques for Univariate and Multivariate analysis using SPSS soft-ware. Hypotheses testing is proposed to be carried-out using ANOVA & Cross Tab. Based on the data collected, advanced techniques like SEM, CFA& Smart PLS should also be used. This should lead to a new and more dynam-ic model on the factors leading to Customer Loyalty. Clearly defining and understanding customer satisfaction can help any company identify opportunities for product and service innovation and serve as the basis for performance appraisal and reward systems
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