ANALYTICAL HIERARCHY PROCESS MATRIX TE

CTQ'S RESPONSE QUALITY PACKING

RESPONSE 1 7 7

QUALITY 0.142857142857 1 7

PACKING 0.142857142857 0.142857142857 1

DELIVERY 0.125 0.125 0.125

RELATIONSHIP 0.125 0.125 0.2

COL. TOTAL 1.535714285714 8.392857142857 15.325

NORMALIZED NORMALIZED NORMALIZED

CTQ'S SCORE SCORE SCORE
RESPONSE QUALITY PACKING

RESPONSE 0.651162790698 0.834042553191 0.4567699836868

QUALITY 0.093023255814 0.11914893617 0.4567699836868

PACKING 0.093023255814 0.017021276596 0.0652528548124

DELIVERY 0.081395348837 0.014893617021 0.0081566068515

RELATIONSHIP 0.081395348837 0.014893617021 0.0130505709625

COL. TOTAL 1 1 1

SCORES TO BE ALLOC
DESCRP. NORMAL AHP SCORE
 POOR 1 1 TO 2
AVERAGE 2 3 TO 4
GOOD 3 5 TO 6
VERY GOOD 4 7 TO 8
EXCELLENT 5 9 TO 10
ESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTOME
& SALES EXECUTIVEWISE

DELIVERY RELATIONSHIP THIS IS ALSO CALLED PERCENT RATIO SCALE O

8 8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK

8 8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW

8 5 FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN

1 9 FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE

0.11111111111 1

25.1111111111 31

NORMALIZED
CUMULATIVE
NORMALIZED NORMALIZED PERCENTAGE OR
NORMALIZED
SCORE SCORE PERCENT RATIO
SCORE OR ROW
DELIVERY RELATIONSHIP SCALE OF
SUM
PRIORITY

0.3185840708 0.258064516129032 2.5186239145015 50.3724782900289

0.3185840708 0.258064516129032 1.2455907625965 24.9118152519289

0.3185840708 0.161290322580645 0.6551717805992 13.103435611984

0.03982300885 0.290322580645161 0.4345911622048 8.69182324409509

0.00442477876 0.032258064516129 0.1460223800982 2.92044760196313

1 1 5

TO BE ALLOCATED
AVG. AHP SCORE
1.5
3.5
5.5
7.5
9
CSI PER CUSTOMER MONTH WISE

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 f
that particular parameter

% RATIO SCALE OF PRIOR

CR EXEC. RESPONSE QUALITY
CR1
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
the customer
oritywise. Higher
high priority for
lar parameter

OF PRIORITY FOR THE MONTH

UALITY DELIVERY PACKING RELATIONSHIP
NTH
ELATIONSHIP
 AHP
In the % Ratio Scale of Priority Table:
Here CR implies Customer: So CR1 is Customer Number 1; CR2 means Cu
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
RESPONSE against each remark:- QUALITY

1 Excellent [ ] 1 Excellent [ ]
2 Very Good [ ] 2 Very Good [ ]
3 Good [ ] 3 Good [ ]
4 Average [ ] 4 Average [ ]
5 Poor [ ] 5 Poor [ ]
DELIVERY PACKING
1 Excellent [ ] 1 Excellent [ ]
2 Very Good [ ] 2 Very Good [ ]
3 Good [ ] 3 Good [ ]
4 Average [ ] 4 Average [ ]
5 Poor [ ] 5 Poor [ ]
RELATIONSHIP REMARKS
1 Excellent [ ] EXCELLENT
2 Very Good [ ] VERY GOOD
2 Very Good [ ] VERY GOOD
3 Good [ ] GOOD
4 Average [ ] AVERAGE
5 Poor [ ] 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 r
 Relationship: The actual r

As the Maximum Score is 5, when your cu

score is multiplied by five(5). First add
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 provided
of the CTQ's of Marketing. The greatest %
that's the priority through which he/she

AHP
 AHP

AHP (Analytic Hierarchy Process Matrix) is a Matr

parameters. For e.g. here If First Row is Respons
Quality the Second Column is also Quality ……lik
to 9 is selected and allocated after brainstorming
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 convert
scores allocated in the c
Survey Form and then ta
AHP Score to match with
table to allocate the actu

CSI RATING CSI SCORE AH

EXCELLENT 5
 EXCELLENT 5
VERY GOOD 4
GOOD 3
AVERAGE 2
POOR 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 t

priority to the maximum % ratio s

Preference. A Histogram can be t

priority to the maximum % ratio s

indicate that which problem is to

customer). Alternately we can dra

Scale Of Priority Score from 100%

Ratio Scale Of Priority will becom

arrange the subtracted values fro

Histogram. The Maximum value a

attended first and ultimately impr

increase the Customer's Value en

increase the Customer's Value en

We can also make Multi - Vari Ch

and actually observe the variance
judge the relative performance of
further back up the marketing tea
problems faced by the executives
 AHP NOMENCLATURE & DETAILS
; CR2 means Customer Number 2 etc.
His/Her Designated Customer.
ng and Relationship are parameters of a

his:- (GATHERING VOC)

X SURVEY FORM
g Variables in the check box
- QUALITY
[ ]
VOC GATHERING
d[ ]
]
]
]
PACKING
[ ]
d[ ]
]
]
]
SCORES
5
4
 VO
4
3
2
1

evaluate Customer Satisfaction Inde

Percent Ratio Scale Of Priority

d Marketing Department is used. The

e Supplier or the manufacturer deliv
The Value entitlement of the Product
of the product. (3) Delivery Time: Th
oduct to Customer's Premises. (4) Pa
ss of the Packing of the Product and
actual relationship with the custome
n your customer rates these important paramet
First add all the scores for Response; Quality;
a particular customer of the particular sales/m
five(5) the maximum score. This will be the cus
cular customer. Now these scores of the individ
etc. are to be converted to AHP score and plugg
provided to calculate the % Ratio Scale Of Prio
reatest % score is what your customer's prefer
ch he/she judges about the manufacturing orga

AHP MATRIX DETAILS

 AHP MATRIX DETAILS

x) is a Matrix in which the Rows and Columns have the

s Response the First Column is also Response; If the s
ality ……likewise. Now once the matrix is arranged a sc
nstorming by a Mktng. Team where a maximum score i
umn. The diagonal of the matrix is allocated a score of
e corresponding column just below the diagonal is jus
ikewise calculate all the columns. Add the columns. No
e each value of a cell of a column by the column total. L
ew table. This will be the Normalized score for each CT
ized score for a CTQ with the column total of the Norm
ill be the Percent Ratio Scale Of Priority for each CTQ a
AHP SCORE GEOMETRIC ME

9 9
 9 9
7-8 7.5
5-6 5.5
3-4 3.5
1-2 1.5
erted score (Geometric Mean) into the

ata will be generated into the column

just look at the last column of the No

cale Of Priority of the Customer or th

can be then made starting with the Le

% ratio scale of priority. The Least sco

Vari Charts for a months data execut
variance in the CTQ's executivewise a
ance of the executives in the field an
ting team by analyzing and solving t
ecutives in the field.
TAILS
sfaction Index or The Customer's
Priority

AN EXAMPLE
is used. These CTQ'S
acturer delivering its
the Product for the
ery Time: The Time
mises. (4) Packing:
Product and (5)
the customer.
 A
SCORES TO AHP SCORES
CONVERTING THE CSI
portant parameters the total
ponse; Quality; Delivery;
rticular sales/marketing
s will be the customer
es of the individual CTQ's
score and plugged into the
io Scale Of Priority for each
stomer's preference is and
nufacturing organization.

TAILS
TAILS

ABOUT AHP
Columns have the same
Response; If the second Row is
ix is arranged a score range of 1
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
 9
GEOMETRIC MEAN
G THE CONVERTING THE
IX SCORES
 SCORING THE
9

MATRIX
7.5
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

 MULTIVARI CHARTS
data executivewise
ecutivewise and can
n the field and can
nd solving the
AN EXAMPLE

mer's
SCORES TO AHP SCORES A
ABOUT AHP
IX
lized

table

le of
MULTIVARI CHARTS
ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER

CUSTOMER NO. 1 RESPONSE QUALITY PACKING DELIVERY RELATIONSHIP

RESPONSE 1 7 7 8 8

QUALITY 0.1428571429 1 7 8 8

PACKING 0.1428571429 0.142857 1 8 5

DELIVERY 0.125 0.125 0.125 1 9

RELATIONSHIP 0.125 0.125 0.2 0.11111111 1

COL. TOTAL 1.5357142857 8.392857 15.325 25.1111111 31

NORMALIZED SCORE TABLE

RESPONSE 0.6511627907 0.834043 0.45677 0.31858407 0.258064516129

QUALITY 0.0930232558 0.119149 0.45677 0.31858407 0.258064516129

PACKING 0.0930232558 0.017021 0.065253 0.31858407 0.161290322581

DELIVERY 0.0813953488 0.014894 0.008157 0.03982301 0.290322580645

RELATIONSHIP 0.0813953488 0.014894 0.013051 0.00442478 0.032258064516

COL. TOTAL 1 1 1 1 1

RESPONSE 50% THIS CUSTOMER BUYS BECAUSE OF MAXIMUM

QUALITY 25% THE CUSTOMER RATES RESPONSE AS 50.37% Q
PACKING 13% PACKING AS 13.10% DELIVERY AS 8.69% AND RE
DELIVERY 9%
RELATIONSHIP 3%
STUDY CUSTOMER SATISFACTION LEVEL

This is the Percent ratio Scale of Priority

BLE Column. This is also called Customer
2.518624 50.4 Preference. Here it can be clearly seen that for
This Particular Customer Response from
1.245591 24.9 manufacturer carries the greatest preference.
The customer rates Response from the
0.655172 13.1 manufacturer at the highest priority and is
0.434591 8.7 implying that the Marketing Dept. or the sales
backup team is giving maximum response.
0.146022 2.9
5

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
clearly seen that for
esponse from
reatest preference.
nse from the
t priority and is
g Dept. or the sales
imum response.
 Pareto Analysis

12

Cumulative % Individual % CTQ (100-CTQ)

10
Response 24.25 24.25 Relationship 97 100.00
Quality 47.00 22.75 Delivery 91
8
Packing 68.75 21.75 Packing 87 90.00
Delivery 87.50 18.75 Quality 75
6

Relationship 100.00 12.50 Response 50

80.00
4

70.00
2

60.00
400
50.00
0

CTQ % RS of P (100-CTQ) 40.00

RESPONSE 50.4 49.6 30.00
QUALITY 24.9 75.1
PACKING 13.1 86.9 20.00
DELIVERY 8.7 91.3
RELATIONSHIP 2.9 97.1
10.00
0.00
h ip e ry ing
From the AHP Example the Pareto Chart s iv ck
n el
12

io a
Drawn Indicates that Relationship is to be a t D P
10

improved for this customer. el

R
8

0
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
h ip e ry ing lity nse
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