Customers

 
 

Customer satisfaction

Fuji Xerox Australia customer profiles

Direction

  • Formally listen and respond to the voice of customer (VoC) in all segments.
  • Improve customer loyalty and advocacy in all market segments so that we become a partner of choice.

10/11 objectives

How did we do?

Achieve a competitive benchmarking score of 85%.

  • We fell considerably short of this target with a score of 56%.

Achieve overall office customer satisfaction index of 95%, including 40% very satisfied.

  • Overall office customer satisfaction index of 97% achieved. This exceeded our target of 95%and was a 5% improvement on previous year.
  • The 47% very satisfied score exceeded office target by 7%. It marked a 4% improvement on last year.

Achieve overall Graphic Communication customer satisfaction index of 95%, including 40% very satisfied.

  • Overall graphic communications customer satisfaction was not achieved. We fell 5% short of this target.
  • The 28% very satisfied score has remained static, falling 12% short of our target.

Continue to use net promoter score loyalty indicator for Office and Graphic Communications customers.

  • Our net promoter score for office customers improved 2 basis points; our net promoter score for graphic communications customers improved 4 basis points.

Meet Office Services, Creative Services, Mail Services and Print Services targets.

  • Office Services met the 92% overall satisfaction index (OSI) target and exceeded by 10% the 30% ‘very satisfied’ target.
  • Print Services exceeded by 3% the 95% OSI target and exceeded by 12% the 56% ‘very satisfied’ target.
  • Creative Services met the 95% OSI target and exceeded by 24% the 56% ‘very satisfied’ target.
  • Mail Services exceeded by 2% the 95% OSI target and fell 5% short of the 56% ‘very satisfied’ target.

11/12 objectives

  • Achieve overall Office customer satisfaction index of 95%, including 40% very satisfied.
  • Achieve overall Graphic Communication customer satisfaction index of 95%, including 40% very satisfied.
  • Achieve a 10% improvement in our competitive benchmarking score.
  • Meet Office Services, Creative Services, Mail Services and Print Services targets.
  • Continue to monitor and improve net promoter score loyalty indicator for Office and Graphic Communications customers.

Fuji Xerox Australia loyalty index

Competitive Benchmarking Study

The Competitive Benchmark Study (CBS) is designed to assess Fuji Xerox’s overall customer satisfaction and loyalty in relation to three competitors in the Australian market.[1] The competitive strengths and weaknesses of our office products are assessed.

The loyalty index is calculated by combining 3 key metrics:

  • Overall Satisfaction
  • Likelihood to buy additional products
  • Likelihood to recommend

Only where we achieve a high-score (8, 9 or 10) in all 3 categories do we classify the customer as ‘loyal’.

We saw a considerable drop this year in the ‘likelihood to recommend’ category (67 percent in 10/11 compared to 91 percent in 09/10), in ‘overall ssatisfaction’ (78 percent vs. 83 percent), and ‘likelihood to purchase new products’ (70 percent vs. 89 percent). This has impacted the overall loyalty index. As a result the loyalty index for Fuji Xerox is much lower than in 09/10 (56 percent vs. 77 percent).

All 3 competitors in the survey experienced a drop in loyalty scores. This was mainly driven by a lower likelihood to recommend across all brands. This is sometimes the case when respondents are not overly confident about the economic market outlook, which might make them more conservative in recommending any brand to people around them.

The detail of this study reveals that our competitive positioning is no.1 in ‘overall satisfaction’, ‘brand image’ and ‘product quality and reliability’. However we are behind the competitors on ‘billing and invoicing’, ‘price/value continuum’ and ‘problem resolution’. Billing and invoicing has been previously identified through cross survey analysis as an issue and was dealt to in our last report.

[1] The study includes both existing and new customers.