Stakeholder Management – Customer Satisfaction

From Wikipedia,

The importance of stakeholder management is to support an organization in achieving its strategic objectives

by interpreting and influencing both the external and internal

environments and by creating positive relationships with

stakeholders through the appropriate management of their

expectations and agreed objectives. Stakeholder Management is

a process and control that must be planned and guided by

underlying Principles.

Stakeholder management, within business or projects, prepares

a strategy utilising information (or intelligence) gathered

during the Survey that are common processes to them.

In this example we focus on the “Decision Maker” ( Retailer ) and a face to face Rep. visitation

Annual Surveys – Chilled & Perishables / Grocery

Annual Surveys – HOREA / CAFÉ / SMALL BUSINESS

NEW Annual Survey – CONVENIENCE

Top Line Perishables Report Agenda

1. Introduction to Independent Pulse Research

2. Call Cycle Satisfaction

3. CVI – Customer Value Indicators

4. Food Brokerage Service Providers

5. Promotional & Marketing Summary

6. Executive Summary

Research Methodology

5th consecutive year of annual industry service satisfaction survey with large number of

respondents from across the country and year on year benchmarking

Key Retailer, Key FMCG Supplier and Industry support

Specific support from Ritchies Supa IGA, Foodworks, Foodland SA & Supa IGA

Attractive incentives - $50 Myer gift vouchers for the first 100 fully completed questionnaires &

one Major Prize of a $1000 Gift Voucher offered to all respondents

Respondents had 12 weeks to complete and return survey – Period Mid March to May. 13

SPSS statistical program has been utilised to professionally analyse data and prepare tailored

reports

Industry Insights and Research Reports have been and will continue to be published in

Retail World providing Respondents with valuable feedback on the results of THEIR Survey

Research Methodology – BDM’s

"We encourage all Independent Retail

management to take the opportunity to tell

their valued suppliers what their unique needs

and priorities are and to help their suppliers

understand the job they are doing on helping

each business being successful. The top 50

suppliers and their brokers are keen to

understand the feedback from YOU and are

committed to working more effectively for

them."

Independent Pulse FMCG Survey Research

The INDEPENDENT PULSE Research enables the measurement of service and performance of the key

market Suppliers and Brokers who service Bakery, Deli, Chilled Dairy and Perishables categories

within the Independent retail supermarket market channel. Specifically measured are:

Representative Call Frequency

Representative Overall Satisfaction

Representative Operational Performance Satisfaction Measures known as

Customer Value Indicators(CVI’s):

• Provides Valuable Information about their Products Pricing & Deals

• Rep Effectively Merchandises, Rotates Stock & Organises credits when Necessary

• Rep assist with plan-o-gram changes and provide valuable shelf management advice

• How Satisfied are you with the supplier call cycles

• Rep Understands my Business by Tailoring Activities and Continually Looks for Ways to Assist with Sales

and Profit

Independent Pulse Report Drill Downs

The Survey Results can be cross represented across a wide range of parameters

which helps Suppliers obtain a greater level of insight into key concerns of

Independent Retailers:

By State

By Turnover

By Branded Groups (Supa IGA, Ritchies, etc)

Metro Vs Regional

Tailored Benchmarking against like suppliers

Year on Year Benchmarking

Individual supplier “Regular Call” satisfaction

Specialised Conference Presentations (on request)

Testimonials

Ritchies Stores Pty Ltd has been committed to the Independent Pulse Survey for four years. It has

been a valuable source for information and a direct conduit for open and honest communication

from our stores with regards to the level of service they are receiving from our supplier partners. It

enables us to actively quantify and qualify the important key drivers that our supplier partners deliver

to each and every one of our stores, whether metro or regional. It provides valuable feedback on

supplier call cycles, supplier engagement with store managers and overall supplier understanding,

assistance and value-adding to our stores. We use this information to continuously raise the

performance level of our supplier partners and improve sales and profitability for the suppliers and

our stores. The Independent Pulse Survey is a valuable research tool for our business.

Jarrod Swaine – National Marketing General Manager, Ritchies Stores Pty Ltd

Philip Morris Limited (PML) is committed to providing the best possible customer service to

Independent supermarkets and we can't achieve these high goals without valuable feedback. Your

feedback will help us identify what we do well and what we can do better and how, by working

together, we can attain mutual business growth.

Darcy Moloney - Channel Manager (Supermarkets), Philip Morris Limited.

Testimonials

FoodWorks support and participates in the Annual Independent Pulse Surveys, which we see is recognition

of how important our stores views and opinions are to the wider industry. So far, we have found it a valuable

tool to give our store owners a clear voice when it comes to the relationships they have with suppliers and

providing invaluable feedback that looks to forge and strengthen our supplier relationships. The surveys also

assists our Merchandise team to see where we can continue to improve and open up the channels of the

communication between suppliers and stores, with the long term view to increase sales and profitability on

both sides of the business. As robust supplier relationship becomes even more imperative to remain

competitive in the marketplace, we see Independent Pulse Surveys providing valuable information that will

contribute to the foundation for successful relationships.

Midhat Massoud - General Manager – Merchandise, FoodWorks

Manassen Foods have had the privilege of working with the Pulse Independent Survey since 2009. The

information provided in these surveys has enabled our Sales Teams to focus on the key drivers that our

Independent customers value as well as highlighting opportunities that are specific to our business. The

honest feedback is both valued and appreciated as we aspire to continually improve our business

partnerships with our Independent customers. I would like to take this opportunity to thank all of the stores

that participate in these surveys and we look forward to working you in the coming year.

Michael Ryan - Sales Director, Manassen Foods

Panel Supplier Satisfaction Rating Scale

We have developed a new unique qualified five point satisfaction rating scale, that

provides clarity to satisfaction measurements with the real opportunity to develop focused

& accurate outcomes for participating suppliers

FMCG Chilled & Perishable Companies 2013

Food Brokerage Service Providers Alliance Marketing Corp (AMC) B.I.G Brand Influence Group Club Sales CCS Liaise Marketing Powerforce Strategic National

Bakery & Perishables

Service Providers Buttercup Goodman Fielder Tip Top George Weston Foods Mrs Crocket’s Kitchen

Chilled or Frozen Service Providers Bartter Steggles (Baiada-Lilydale) Chris’Dips Don KRC Small Goods Fonterra (Mainland, Bega, Ski, Western Star) Hans Continental Small Goods Heinz (Golden Circle, Weight Watchers) Ingham Enterprises Kraft Foods Nestlé Lion Dairy (Pura, Berri, National Foods) Manassen (Castello, Baby Bel, Margaret River) McCain Foods (Griffs, Healthy Choice) Menora Foods/Royale Foods (Wattle Valley, Choani) Mrs Mac’s Bertocchi Smallgoods Parmalat (Pauls, Rush, Breaka) Patties Bakery (Four n’ 20) Poseidon (Black Swan) P & M Small Goods (Primo, Mayfair) D’orsogna Smallgoods WA Sargents Pies Yakult Co San Remo Simplot (Birdseye, I&J, Lean Cuisine) Unilever (Streets, Flora) VIP Petfoods

INDEPENDENT RETAILER Respondent Profile

..The Key Decision Makers!

NSW 23%

VIC 25% QLD

24%

SA/NT 12%

WA 10%

Tas 6%

Metro 64%

Rural 36%

Respondent Store Profile

State Rural / Metro

Base: Total sample n=292

Up to $5m 6%

$5m to $10m 10%

$10m to $15m 23%

$15m to $20m 22%

$20m to $25m 26%

$25m to $30m

9%

Over $30m 4%

Free Standing

Store 40%

Shopping Strip 26%

Shopping Centre/

Mall 34%

Respondent Store Profile

Annual Turnover Store Type

Base: Total sample n=292

Store Profile

29%

22%

17%

13%

5%

2%

2%

2%

2%

1%

1%

1%

1%

3%

Supa IGA

IGA

Foodworks

Ritchies IGA

Supa IGA Foodland

Supa IGA Drakes

Progressive IGA

SPAR

Supa IGA Khan's

Supa IGA Cornettes

Foodland SA

Supa IGA Romeos

Farmer Jacks

OtherBase: Total sample n=292

With 84% Paper Base Completion

Respondent Numbers Grow

2009 2010 2011 2012 2013

127

159

222

249 292

Base: Total sample n=292

Represents over 500 Stores 17% Growth

Research Objectives

Independent Pulse research captures quantitative and qualitative data providing

concise outcomes for suppliers, industry specific insights and a low cost

opportunity for FMCG Suppliers to best understand their National sales team

customer engagement levels

The Research Program captures Information Pertaining to:

• Most and Least Preferred Suppliers insights for each supplier segment

• Most Important Service factors

• Current Key Issues in relation to market threats, competition and prices

• Insights into improving supplier infield service to the Independent retailers.

• Respondent Demographics and Store Profile – Ideal for staff training

• Year on Year competitive benchmarking

Independent Pulse Report Drill Downs

The Survey Results can be cross represented across a wide range of parameters which helps

Suppliers obtain a greater level of insight into key concerns of Independent Retailers:

By State

By Turnover

By Branded Groups (Supa IGA, Ritchies, etc)

Metro Vs Regional

Tailored Benchmarking against like suppliers

Year on Year Benchmarking

Individual supplier “Regular Call” satisfaction

Specialised Conference Presentations (on request)

Queensland

Western Australia South Australia

New South Wales

Northern Territory

Victoria

Tasmania

4,000 KM’s

3,500 KM’s

20% Population

10% Population

8% Population

2% Population

25% Population

34% Population

1% Population

Total Population of Australia is 22.5 Million people NSW 23%

VIC 25%

QLD 24%

SA/NT 12%

WA 10%

Tas 6%

CHILLED, FROZEN & PERISHABLE SERVICE PROVIDERS

MOST AND LEAST PREFERRED SUPPLIERS

CVI’s – CUSTOMER VALUE INDICATORS

Representative Operational Performance Satisfaction Measures known

as Customer Value Indicators(CVI’s):

Provides Valuable Information about their Products Pricing &

Deals

Rep Effectively Merchandises, Rotates Stock & Organises Credits

when Necessary

Rep assist with plan-o-gram changes and provide valuable shelf

management advice

Rep Understands my Business by Tailoring Activities and

Continually Looks for Ways to Assist with Sales and Profit

Customer Value Indicators(CVI’s):

OVERALL SATISFACTION WITH SUPPLIER REP

MARKETING & PROMOTIONS

MARKET INSIGHTS

98% Read Retail World

Yes 98%

No 2%

Readership of Retail World

Yes 62%

No 38%

Is it your Number One Source of Industry Information?

Base: Total (answered) n=250

Yes 87%

No 13%

Do you pass Retail World to your staff?

32%

34%

26%

5%

3%

1 to 5

6 to 10

11 to 15

16 to 20

Over 20

How Many Staff Members Is It Passed On To?

Retail World Circulation

Base: Total (answered) n=250 Base: Total (answered) n=197

Retail World Competitive Market

50% 45%

3% 2%

Retail World IGA Contact IGA Life The AustralianRetailer

Which magazine do you refer to MOST to make business decisions?

Base: Total (answered) n=217

Q8 Would you like to see more creative exections in Retail World?

Yes 92%

No 8%

Base: Total (answered) n=239

Top 3 Biggest Threats To Business

77%

69% 68% 63%

13%

3% 3%

79%

71%

62% 63%

16%

4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Operating costs Competition Margins Economicuncertainities

Govt Legislation Private Label Other

2012 2013

Base: Total sample 2012 n=243, 2013 n=282

Testimonials

At Strikeforce AMC we place significant value on the annual Independent Pulse Survey and the findings.

The Survey provides credible and transparent data measuring service levels and performance of suppliers and brokers field sales teams across a large sample base of Independent Supermarkets.

The Pulse survey certainly assists us at AMC in adopting a targeted approach ensuring we satisfy the key motivator's and sales drivers of the decision makers within the independent stores. The data and information supplied has been instrumental in assisting AMC in building a team which has been rated the Number One Merchandising Service provider for four consecutive years.

For suppliers looking for opportunities to grow their sales through the Independent channel the survey delivers valuable insights.

Michael Bartholomew – CEO AMC

CCA have been involved with the Independent Pulse Survey for the past 4 years, and continue to find it a valuable source of feedback from IGA retailers on our in-field performance. CCA continues to grow its “Independent Exclusive” field force across Australia, and it’s great to see recognition of the capability of our people directly from store owners and managers.

CCA are committed to the long term success of independent retailers in Australia and look forward to working with all of them in 2012.

Daniel Ahern, GM – Independents, Coca Cola Amatil

Testimonials

The team here at Liaise Marketing in conjunction with our principals are always evaluating our

performance and as such we continue to strive to achieve better results in the 1,200 independent supermarkets we service. Be it through store distribution, selling direct, or at an account management level with the groups we aim to build sales.

However the Independent Pulse survey allows us to get a different perspective of our performance rather than just sales and distribution, it allows us to understand the store owner/store managers and indeed store staff view of our performance and whether we are meeting their needs. We find it invaluable and appreciate the efforts in putting this report together allowing us to stay in touch with stores.

Over the four years we have improved year on year and we certainly want to continue fighting out of our division, we look forward to taking it to the next level in 2012.

Paul Annetta – GM, Liaise Marketing

Thank you to all 279 retailers who took time out to provide feedback on our service. The feedback is invaluable when it comes to developing our in-store execution plans in the Independent Grocery channel. The field team, with the account management team, review your feedback and the results generated to develop improved plans and strategies to ensure we are creating joint value for the retailer, your shoppers and P&G, working toward your needs to drive true business growth.

Coral Grace – BM, Independents , Procter & Gamble Aust.

Market Insights & Executive Summary

Supplier – Respondent Feedback Snippets!

• Owner/Manager, $25M - $30M turnover, Ritchies Supa IGA in Vic

‘Excellent’

• Dairy Dept Manager, over $30M turnover, Supa IGA Foodland in SA

‘Great rep support each call’

• Dairy Dept Manager, $20M - $25M turnover, Supa IGA in Qld

‘Excellent rep service & support on each call’

• Owner/Manager, $20M - $25M turnover, Foodworks in SA

‘Call more often’ There are

many more

by State

Overall Satisfaction Trends: Five Year Purchasing Suppliers

29%

27%

21%

16%

10%

56%

53%

45%

44%

36%

7%

11%

21%

30%

36%

4%

4%

6%

5%

12%

5%

5%

7%

5%

7%

0% 20% 40% 60% 80% 100%

2013

2012

2011

2010

2009

Extremely Satisfied Very Satisfied Somewhat Satisfied

Research Insights Supplier Benefits

Base: 2010 n=259, 2009 n=172, 2008 n=132

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