ANALYTICAL HIERARCHY PROCESS MATRIX WISE & SA

CTQ'S RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP COL. TOTAL RESPONSE 1 0.142857143 0.142857143 0.125 0.125 1.535714286 QUALITY 7 1 0.142857143 0.125 0.125 8.392857143 PACKING 7 7 1 0.125 0.2 15.325

CTQ'S

NORMALIZED SCORE RESPONSE

NORMALIZED SCORE QUALITY

NORMALIZED SCORE PACKING

RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP

0.651162791 0.093023256 0.093023256 0.081395349 0.081395349

0.834042553 0.119148936 0.017021277 0.014893617 0.014893617

0.456769984 0.456769984 0.065252855 0.008156607 0.013050571

COL. TOTAL

SCORES TO BE ALLOC
DESCRP. NORMAL AHP SCORE

POOR AVERAGE GOOD VERY GOOD EXCELLENT

1 2 3 4 5

1 TO 2 3 TO 4 5 TO 6 7 TO 8 9 TO 10

OCESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTO WISE & SALES EXECUTIVEWISE
DELIVERY 8 8 8 1 0.111111111 25.11111111 RELATIONSHIP

THIS IS ALSO CALLED PERCENT RATIO SCALE O

8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK 8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW 5 FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN 9 FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE 1 31 NORMALIZED CUMULATIVE PERCENTAGE OR NORMALIZED PERCENT RATIO SCORE OR ROW SCALE OF SUM PRIORITY 2.518623915 1.245590763 0.655171781 0.434591162 0.14602238 50.37247829 24.91181525 13.10343561 8.691823244 2.920447602

NORMALIZED SCORE DELIVERY

NORMALIZED SCORE RELATIONSHIP

0.318584071 0.318584071 0.318584071 0.039823009 0.004424779

0.258064516 0.258064516 0.161290323 0.290322581 0.032258065

TO BE ALLOCATED
AVG. AHP SCORE

1.5 3.5 5.5 7.5 9

CR9 CR10 CR11 CR12 CR13 CR14 CR15 CR16 CR17 CR18 CR19 CR20 CR21 CR22 CR23

CR24 CR25 CR26 CR27 CR28 CR29 CR30

YZE CSI PER CUSTOMER MONTH

PERCENT RATIO SCALE OF PRIORITY

HE CELLS SHADED AS PINK

HE CELLS SHADED AS YELLOW

HE CELLS SHADED PALE GREEN

HE CELL SHADED LIGHT BLUE

This is the Percent Ratio Sc of Priority or the custome preferences prioritywise. Hig score means high priority that particular parameter

% RATIO SCALE OF PRIOR

CR CR1 EXEC. RESPONSE QUALITY

CR2 CR3 CR4 CR5 CR6 CR7 CR8 CR9 CR10 CR11 CR12 CR13 CR14 CR15 CR16 CR17 CR18 CR19 CR20 CR21 CR22 CR23

CR24 CR25 CR26 CR27 CR28 CR29 CR30

cent Ratio Scale r the customer oritywise. Higher high priority for lar parameter

OF PRIORITY FOR THE MONTH

DELIVERY PACKING RELATIONSHIP

UALITY

NTH

ELATIONSHIP

AHP

In the % Ratio Scale of Priority Table: Here CR implies Customer: So CR1 is Customer Number 1; CR2 means C EXEC. Means Name of The Sales Executive Who is Visiting His/Her Design The Variables or CTQ's Response;Quality; Delivery; Packing and Relation Customer Satis faction Index Form.

The Customer Satisfaction Index Form Looks Like This:- (GATHE

CUSTOMER SATISFACTION INDEX SURVEY FO

Please Tick any one of the ranks for the following Variables in against each remark:- QUALITY RESPONSE

1 2 3 4 5 1 2 3 4 5 1 2

Excellent [ ] Very Good [ ] Good [ ] Average [ ] Poor [ ]

1 2 3 4 5 1 2 3 4 5

Excellent [ ] Very Good [ ] Good [ ] Average [ ] Poor [ ] Excellent [ ] Very Good [ ] Good [ ] Average [ ] Poor [ ]

DELIVERY
Excellent [ ] Very Good [ ] Good [ ] Average [ ] Poor [ ] RELATIONSHIP Excellent [ ] Very Good [ ]

PACKING

REMARKS EXCELLENT VERY GOOD

3 4 5

Good [ ] Average [ ] Poor [ ]

GOOD AVERAGE POOR

AHP Template is used to evalua Percen

Five CTQ's for a sales and Marke are: (1) Response:- Of the Supp products. (2) Quality: The Valu customer or the Quality of the taken to deliver the Product to How's the robustness of th Relationship: The actual

Relationship: The actual

As the Maximum Score is 5, when your total score is multiplied by five(5). First a Packing and Relationship for a particu executive. Then multiply by five(5) th satisfaction index for that particular cus e.g. Response;Quality; Delivery etc. are to AHP Matrix in the AHP Template provid each of the CTQ's of Marketing. The greate and that's the priority through which he/s

AHP

AHP (Analytic Hierarchy Process Matrix) is a Mat parameters. For e.g. here If First Row is Respons Quality the Second Column is also Quality lik 1 to 9 is selected and allocated after brainstormin the row is more important than the column. The d proceeding Columnwise the value in the correspo the scores in the corresponding row. Likewise ca table for normalizing the scores. Divide each valu for all columns. Add the rows of this new table. T into percentage by dividing the normalized score Column and multiplying by 100. This will be the P be the priority of your customer.

Here in this case conver scores allocated in the c Survey Form and then ta AHP Score to match with table to allocate the actu

CSI RATING EXCELLENT VERY GOOD GOOD

CSI SCORE

5 4 3

GOOD AVERAGE POOR

3 2 1

Plug the data of the converted sc

Template. An automatic data will

Score Table. You have to just loo

called Percent(%) Ratio Scale Of Preference. A Histogram can be

priority to the maximum % ratio s

indicate that which problem is to

customer). Alternately we can dr

indicate that which problem is to

customer). Alternately we can dr

Ratio Scale Of Priority Score from

% Ratio Scale Of Priority will bec

can arrange the subtracted value

Histogram. The Maximum value a

attended first and ultimately imp

increase the Customer's Value e

We can also make Multi - Vari Ch

We can also make Multi - Vari Ch and actually observe the varianc judge the relative performance o further back up the marketing tea problems faced by the executive

AHP NOMENCLATURE & DETAILS

mber 1; CR2 means Customer Number 2 etc. Visiting His/Her Designated Customer. Packing and Relationship are parameters of a

Like This:- (GATHERING VOC)

NDEX SURVEY FORM

ellent [ ] y Good [ ] d[ ] rage [ ] r[ ]

PACKING

ellent [ ] y Good [ ] d[ ] rage [ ] r[ ]

ARKS LLENT GOOD

SCORES 5 4

VOC GATHERING

lowing Variables in the check box mark:- QUALITY

OOD RAGE OOR

3 2 1

to evaluate Customer Satisfaction In Percent Ratio Scale Of Priority

and Marketing Department is used. T f the Supplier or the manufacturer de y: The Value entitlement of the Produ lity of the product. (3) Delivery Time: Product to Customer's Premises. (4) ness of the Packing of the Product a he actual relationship with the custo

VO

he actual relationship with the custo

, when your customer rates these important pa ve(5). First add all the scores for Response; Qu for a particular customer of the particular sale y by five(5) the maximum score. This will be the articular customer. Now these scores of the ind ery etc. are to be converted to AHP score and p mplate provided to calculate the % Ratio Scale O g. The greatest % score is what your customer h which he/she judges about the manufacturin

AHP MATRIX DETAILS

Matrix) is a Matrix in which the Rows and Columns have ow is Response the First Column is also Response; If Quality likewise. Now once the matrix is arranged er brainstorming by a Mktng. Team where a maximum column. The diagonal of the matrix is allocated a scor in the corresponding column just below the diagonal i w. Likewise calculate all the columns. Add the column ivide each value of a cell of a column by the column to is new table. This will be the Normalized score for eac rmalized score for a CTQ with the column total of the N his will be the Percent Ratio Scale Of Priority for each C

convert the scores of 1 to 9 in the customer satisfaction then take the geometric me tch with the CSI form score he actual scores is given be

AHP SCORE

GEOMETRI

9 7-8 5-6

9 7.5 5.5

5-6 3-4 1-2

5.5 3.5 1.5

nverted score (Geometric Mean) into

c data will be generated into the colu

to just look at the last column of the

o Scale Of Priority of the Customer o

m can be then made starting with the

m % ratio scale of priority. The Least

blem is to be attacked first (as ranke

we can draw a Pareto chart by first s

blem is to be attacked first (as ranke

we can draw a Pareto chart by first s

Score from 100% and after subtractin

ty will become the least value. To Dr

cted values from greatest to the leas

um value as per the pareto chart is th

mately improve our internal and exter

's Value entitlement.

i - Vari Charts for a months data exe

i - Vari Charts for a months data exe he variance in the CTQ's executivewi ormance of the executives in the field rketing team by analyzing and solvin executives in the field.

TAILS

sfaction Index or The Customer's Priority

s used. These CTQ'S acturer delivering its he Product for the ery Time: The Time mises. (4) Packing: Product and (5) the customer.

AN EXAMPLE

mportant parameters the esponse; Quality; Delivery; rticular sales/marketing s will be the customer es of the individual CTQ's score and plugged into the Ratio Scale Of Priority for ur customer's preference is anufacturing organization.

TAILS

CONVERTING THE CSI SCORES TO AHP SCORES

the customer.

Columns have the same Response; If the second Row is ix is arranged a score range of e a maximum score implies that ocated a score of 1. Now the diagonal is just inverse of dd the columns. Now create a the column total. Likewise do score for each CTQ. Convert n total of the Normalized Score rity for each CTQ and will also

THE

ABOUT AHP

of 1 to 9 to the sfaction index etric mean of m score. The given below:-

GEOMETRIC MEAN

9 7.5 5.5

ORING THE MATRIX

CONVERTING THE SCORES

5.5 3.5 1.5

Mean) into the AHP Matrix

o the columns of the Normalized

mn of the Normalized Score table

stomer or the Customer

g with the Least % ratio scale of

he Least score value will

(as ranked lowest by the by first subtracting each %

SCORING MATRI

(as ranked lowest by the by first subtracting each %

subtracting the greatest value of

ue. To Draw a Pareto Chart we

o the least and plot the pareto

chart is the CTQ to be most

and external processes to

data executivewise

HARTS

data executivewise ecutivewise and can n the field and can nd solving the

MULTIVARI CHART

AN EXAMPLE
mer's

SCORES TO AHP SCORES

ABOUT AHP

MATRIX

SCORES

lized table

ale of

MATRI

ue of

we

to

HARTS

MULTIVARI CHART

ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER

CUSTOMER NO. 1 RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP COL. TOTAL RESPONSE 1 0.142857143 QUALITY PACKING DELIVERY RELATIONSHIP 7 1 7 7 1 0.125 8 8 8 1 8 8 5 9 1 31

0.142857143 0.142857 0.125 0.125 0.125 0.125

0.2 0.11111111 15.325 25.1111111

1.535714286 8.392857

NORMALIZED SCORE TABLE

RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP COL. TOTAL 0.651162791 0.834043 0.093023256 0.119149 0.45677 0.31858407 0.45677 0.31858407 0.258064516 0.258064516 0.161290323 0.290322581 0.032258065 1

0.093023256 0.017021 0.065253 0.31858407 0.081395349 0.014894 0.008157 0.03982301 0.081395349 0.014894 0.013051 0.00442478 1 1 1 1

RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP

50% THIS CUSTOMER BUYS BECAUSE OF MAXIMUM 25% THE CUSTOMER RATES RESPONSE AS 50.37% Q 13% PACKING AS 13.10% DELIVERY AS 8.69% AND RE 9% 3%

STUDY CUSTOMER SATISFACTION LEVEL

BLE
2.518624 1.245591 0.655172 0.434591 0.146022 5

50.4 24.9 13.1 8.7 2.9

This is the Percent ratio Scale of Priority Column. This is also called Customer Preference. Here it can be clearly seen that for This Particular Customer Response from manufacturer carries the greatest preference. The customer rates Response from the manufacturer at the highest priority and is implying that the Marketing Dept. or the sales backup team is giving maximum response.

CAUSE OF MAXIMUM RESPONSE FROM SUPPLIER OR MANUFACTURER

SPONSE AS 50.37% QUALITY AS 24.90%

ERY AS 8.69% AND RELATIONSHIP AS 2.90%

ale of Priority Customer learly seen that for esponse from reatest preference. se from the priority and is Dept. or the sales mum response.

Pareto Analysis
Cumulative % Individual % 24.25 24.25 47.00 22.75 68.75 21.75 87.50 18.75 100.00 12.50 CTQ Relationship Delivery Packing Quality Response (100-CTQ) 97 91 87 75 50

Response Quality Packing Delivery Relationship

400

CTQ RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP

% RS of P 50.4 24.9 13.1 8.7 2.9

(100-CTQ) 49.6 75.1 86.9 91.3 97.1

100.00 90.00 80.00 70.00 60.00 50.00 40.00 30.00 20.00 10.00 0.00

From the AHP Example the Pareto Chart Drawn Indicates that Relationship is to be improved for this customer.