Market research on customer satisfaction survey for Henkel (B2B)

This research was implemented to determine the level of Customer Satisfaction with Henkel Products and Services. It is a Business to business (B2B) research. The approach adopted for conducting the research includes surveys and personal interviews conducted in May 2008. Henkel deals its product mainly to all automobile companies so the list of potential respondents consisted of all automobile customers who are using Henkel products. The Survey consisted of 11 questions concerning the services, response of the employees, quality of the product, changes in performance compared to last year’s performance, and how much satisfied are they? In addition, respondents were asked for their suggestions for improving the services and reasons for complaints if any through open ended questions. At the end of the interview, respondents were asked for any additional comments about the services. Out of 20 companies 100 was the sample size. The Survey statistics have been compiled from these completed interviews. Overall, the survey results found that the majority of clients had positive opinion for the services and were satisfied but they want improvements in them. Some complaints were also noticed. I conclude that there is need to be more customers focused. So I recommend to focusing more business to business marketing and adopt as an effective strategy for expansion plans. Defining the problem is the single most important step in the market research process. A clear statement of the problem is a key to good research. A firm may spend hundreds or thousands of dollars doing market research, but if it has not correctly identified the problem, those dollars are wasted. Research takes into account the purpose of the study and the relevant background information.

[...] To strengthen safety on the shop floor, HSCI has installed sophisticated sensors for the safety of its associates. Countermeasures automatically get activated if there is a safety breach anywhere in the plant. The new and enhanced facility is in line with Honda's latest global plants with great emphasis on environment protection and safety. This facility will promote greenery through plantations; have better water recycling and waste management allowing sustainable development of the environment. With this investment, HSCI has invested a total of Rs 1,620 crore at the Greater Noida manufacturing facility since its establishment in 1997. [...]

[...] Analysis Regarding change in the level of recovery services offered by Henkel in the past one year strongly agree on that occasion while 74% agree on that and only 12% respondents didn’t say anything about that, the reason could be new employees for that company where as there were no respondents who were disagree on that occasion. Q 11 Overall how much you are satisfied with the service? Analysis On overall 77% respondents are very satisfied where as are extremely satisfied and only 19% respondents are somewhat satisfied with the services. [...]

[...] The market research is done to measure the customer satisfaction level knowing their expectations and suggestions and main competitors of organization. It would help management in making an effective strategy for their expansion plans. Rationale of the Study Relationships have proved to be the central element in the success of business since time immemorial. They are the invisible threads, which bind all business associates. To remain competitive and to carve a niche in a global market, it has become imperative to manage customers effectively. [...]