Question

Based on what you learned about benchmarks for customer satisfaction, what do you think IKEA's score would be compared to its competition? Discuss how your management could use customer satisfaction metrics.

Answer 1

Benchmarking is conducted to analyze the level of consumer satisfaction. Arranging a benchmarking analysis among IKEA customers can be helpful to understand the efficiency of the company to satisfy target customers. The benchmarks for customers pleasure of IKEA company should be

• Quality products: Product quality is highly valued in the furniture market. Thus, IKEA needs to improve its product quality by bringing innovativeness to satisfy target customers.

• Quality price: IKEA maintains medium to high price range. The company needs to adopt a low price strategy for developing nations to improve consumer satisfaction.

• Consumer relationship management: Consumer relationship management focuses on improving both professional and personal relationships with customers. IKEA uses both digital and print media to communicate customers directly with the efficient use of consumer behavior.

Net promoter analysis or customer satisfaction analysis is used to measure the level of consumer satisfaction. The target audience for this analysis is divided into three parts- promoters, passives, and detractors. On a scale of 50/100, the marks, the target audience is allowed to number the satisfaction level. The marks distinction is as follows:

• Average-37

• Low- 1

• High-59

Considering the service quality, IKEA can be given 59 for its outstanding performance in the target market.