Distribution channel analysis
Even the best products – the products that are unique in their ability to meet customer needs and desires – are not guaranteed to be successful if they are not supported by an efficient distribution network.
- Is my distribution network aligned to sales strategy?
- What is the quality of service offered to my customers?
- What are my customers’ expectations with respect to sales and service model?
Achieving success in highly competitive markets is largely dependent on the professionalism, attentiveness and flexible, individual, approach of the seller. The key features of service quality management are accurately defined standards and rules governing the sales process and post-sales support. A comprehensive distribution channel analysis involves a range of elements, from participation in the development of standards, so that they may be measured and examined, through to the development of a methodology for service quality analysis and its implementation in conducted research, and ending with the provision of feedback to individual customer service points and preparation of a manager’s report.
Distribution channel analysis involves the development of new service quality standards and PMR’s support in their implementation. Moreover, a system enabling the regular monitoring of service quality is set up. As part of the project, we may examine how the sales network is aligned to customer needs and expectations.
The report generated at the end of the study features measures of service quality and an assessment of the sales network. Conducting such analyses on a regular basis enables you to monitor the impact of changes implemented and remedial actions taken.
How do we deliver
The technique applied most frequently in distribution channel analyses by Research PMR is the so-called participating observation. In this technique, Mystery Shoppers or Mystery Callers – PMR interviews acting as customers – seek to perform specific tasks at designated points of sale. For the purposes of establishing service quality standards or a sales model, we organise workshops and interviews with our employees and customers.