Dealer Engagement Model
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Tracking how satisfied the dealer is with their clients.
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Dealer Engagement Model
- 3. The JuxtConsult FIRSE TM Model ……how satisfied are the dealer with Footfalls Incentives Revenue Sales Support Engagement
- 4. 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
- 5. The 5 Dealer-Brand Interaction Stages Touch Points ATL, BTL Media Product Sales Team Dealer Relations Retail Footfalls Incentives Revenue Sale Supports Engagement Interaction Stages PrePurchasePurchasePostPurchase SatisfactionExpectation Experience Milestones Brand Pull Brand Marketability Brand Sales Brand Sales Support Orientation to 4Ps Commitment Business Assurance Motivation to sell Loyalty Brand Relationship
- 6. The 5 Distinct Dealer Experience Points Footfalls Incentives Revenues Sales Support Engagement Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Dealer Relations visibility, brand image, packaging, product quality, customer service price, margins, availability, selling supports, financial dealing, dealer relationship Dealer Friendliness Dealer Satisfaction Sales Team
- 7. The 5 Distinct Dealer Experience Points Footfalls Incentives Revenues Sales Support Engagement Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Dealer Relations Dealer Friendliness Dealer Satisfaction Sales Team Composite F I R S E Index 34 parameters F Index I Index R Index S Index E Index 11 parameters 24 parameters 10 parameters 14 parameters
- 8. 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) • 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 Brand Pull Experience 11 Parameters
- 9. The Dealer Engagement Measuring Parameters • Price appropriateness (absolute, vis-à-vis competing brands) • Retail location appropriateness (consumer image match, ease of access) • Packaging attractiveness (absolute, vis-à-vis competing brands) • Product display (shelf placement, promotional display) • Product promotion (promotional activities, ‘pos’ support) • Availability (overall, range, right variants, sufficiency of quantity) • Brand benefit orientation / training • Product quality appropriateness (vis-à-vis price, vis-à-vis competition, consumer acceptance) • Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction) • Overall satisfaction with brand marketability Brand Marketability Experience 24 Parameters
- 10. The Dealer Engagement Measuring Parameters • Price attractiveness (ease of selling) • Adequacy of dealer margin (absolute margin, vis-à-vis competition, schemes and slab upgrades) • Adequacy of business generation (gross, net) • Selling aids (discounts/gifts, hire purchase/installments/EMI) • Payment collection options (option range, convenience of collection) • Overall satisfaction with brand selling Brand Selling Experience 10 Parameters
- 11. 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, ease of dealing, etc.) • Overall satisfaction with brand sales support Brand Sales Support Experience 34 Parameters
- 12. The Dealer Engagement Measuring Parameters • Brand orientation (understanding of brand and its ‘usp’, session/workshops/visits, training, literature/newsletter) • 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 Brand Relationship Experience 14 Parameters
- 13. 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-à-vis performance grids’ for key brands in the category
- 14. Sampling Authorized DealerMulti Brand Dealer Exclusive Dealer Franchisee Brand Pull Experience Brand Relationship Experience Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers) Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience
- 15. Key Analysis & Reporting • Brand dealing experience and diagnostic at each of the 5 stages of dealer- brand 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)
- 16. Thank You!