NPS Analysis for a Market Leader in the Building Construction Space

Client Situation

The client is a market leader in the Building Construction space in India. The client's products are an integral, functional, design and sustainable component of modern architecture. The client's products provide an integral, functional and sustainable component of modern architecture, which is also its unique selling proposition.

Cedar’s Approach

The client mandated Cedar with performing a Net Promoter Score (NPS) Analysis for the PAN-India region in order to measure customer loyalty and the likelihood of promoter referrals of their products and services. Cedar’s approach was as follows:

• The survey and data collection sample was determined based on the databases provided by the client team
• Primary research interviews were conducted by Cedar with assistance from the client team in the case of certain stakeholders
• The previous NPS surveys were used as a reference to determine research methodology
• The promoters were classified as:
1. Dealers, the channel partners
2. Architects, the consumer judgment influencers and finally
3. Contractors, the final users
• Cedar interviewed 351 Dealers, 100 Architects and 100 Contractors from the client’s database
• The chosen sample was bifurcated across - Northern & Eastern, Western 1, Western 2 and Southern regions of India
• The NPS assessment involved an analysis of Dealers, Architects and Contractors within the overall industry as well as specific to the client. The analysis also employed an element of regional segmentation, as mentioned above

Outcome

Following were some of Cedar's key findings & conclusions:

• An NPS of 49% amongst all responses suggested a strong market standing based on the client’s superior product quality, brand value and technical support
• Cedar found that across the segments of dealers, contractors and architects, the client led with an NPS score of 50%, 38% and 56%, respectively
• It was observed that the product quality & brand value were key critical factors for promotion across all three segments
• The client needed to leverage the product quality and established brand value across all three segments to allow for focused initiatives to limit issues related to availability, delivery, sales engagement, sales promotion activities, commercial policy and technical support
• The client, according to the architects sampled, had no detractors, which proved that it was considered a superior brand in the influencer segment of the industry value chain
• The competitors were relatively regressive due to the lack of initiatives addressing critical drivers like brand image, quality, delivery, availability and sales engagement
• The only area of concern for the client with regards to its competitors was in the commercial, availability and delivery aspects, as Dealers and Contractors generally required them to meet their margin expectations, which at times required the use of alternative brands or local sourcing