ANALYTICAL HIERARCHY PROCESS MATRIX TE

CTQ'S

RESPONSE

RESPONSE

QUALITY

PACKING

QUALITY

0.1428571429

PACKING

0.1428571429

0.1428571429

DELIVERY

0.125

0.125

0.125

RELATIONSHIP

0.125

0.125

0.2

1.5357142857

8.3928571429

15.325

COL. TOTAL

CTQ'S

NORMALIZED
SCORE
RESPONSE

NORMALIZED
SCORE
QUALITY

NORMALIZED
SCORE
PACKING

RESPONSE

0.6511627907

0.8340425532

0.4567699837

QUALITY

0.0930232558

0.1191489362

0.4567699837

PACKING

0.0930232558

0.0170212766

0.0652528548

DELIVERY

0.0813953488

0.014893617

0.0081566069

RELATIONSHIP

0.0813953488

0.014893617

0.013050571

COL. TOTAL

SCORES TO BE ALLOC
DESCRP.

NORMAL

AHP SCORE

POOR

1 TO 2

AVERAGE

3 TO 4

GOOD

5 TO 6

VERY GOOD

7 TO 8

EXCELLENT

9 TO 10

ESS MATRIX TEMPLATE TO ANALYZE CSI PER CUSTOME

& SALES EXECUTIVEWISE
DELIVERY

THIS IS ALSO CALLED PERCENT RATIO SCALE O

RELATIONSHIP
8

8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS PINK

8 FILL THE SCORES ALLOCATED IN THE CELLS SHADED AS YELLOW

5 FILL THE SCORES ALLOCATED IN THE CELLS SHADED PALE GREEN

9 FILL THE SCORES ALLOCATED IN THE CELL SHADED LIGHT BLUE

0.1111111111

25.1111111111

31

NORMALIZED
SCORE
DELIVERY

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

NORMALIZED
SCORE
RELATIONSHIP

0.3185840708

0.2580645161

2.5186239145

50.37247829

0.3185840708

0.2580645161

1.2455907626

24.9118152519

0.3185840708

0.1612903226

0.6551717806

13.103435612

0.0398230088

0.2903225806

0.4345911622

8.6918232441

0.0044247788

0.0322580645

0.1460223801

2.920447602

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
that particular parameter

% RATIO SCALE OF PRIOR

CR
CR1

EXEC.

RESPONSE

QUALITY

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

r 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:- (GATHER

CUSTOMER SATISFACTION INDEX SURVEY FO

Please Tick any one of the ranks for the following Variables in
against each remark:- QUALITY
RESPONSE

1
2
3
4
5

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

1
2
3
4
5

DELIVERY
1
2
3
4
5
1
2

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]
RELATIONSHIP
Excellent [
]
Very Good [
]

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

PACKING
1
2
3
4
5

Excellent [
]
Very Good [
]
Good [
]
Average [
]
Poor [
]

REMARKS
EXCELLENT
VERY GOOD

2
3
4
5

Very Good [
]
Good [
]
Average [
]
Poor [
]

VERY GOOD
GOOD
AVERAGE
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

Relationship: The actual

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

EXCELLENT

AH

EXCELLENT
VERY GOOD
GOOD
AVERAGE
POOR

5
4
3
2
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

that which problem is to be attac

Alternately we can draw a Pareto

Priority Score from 100% and afte

Of Priority will become the least v

subtracted values from greatest t

Maximum value as per the pareto

ultimately improve our internal an

Value entitlement.

Value entitlement.

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.
g and Relationship are parameters of a

his:- (GATHERING VOC)

SURVEY FORM

[
d[
]

]
]
]

PACKING

[
d[
]

]
]
]

SCORES
5
4

VOC GATHERING

g Variables in the check box

- QUALITY

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
7-8
5-6
3-4
1-2

9
7.5
5.5
3.5
1.5

erted score (Geometric Mean) into the

ata will be generated into the column

ust look at the last column of the No

cale Of Priority of the Customer or th

an 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 th
ecutives in the field.

TAILS

is used. These CTQ'S

acturer delivering its
the Product for the
ery Time: The Time
mises. (4) Packing:
Product and (5)
the customer.

AN EXAMPLE

sfaction Index or The Customer's

Priority

TAILS

A
CONVERTING THE CSI
SCORES TO AHP SCORES

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
o Scale Of Priority for each
stomer's preference is and
nufacturing organization.

Columns have the same

Response; If the second Row is
ix is arranged a score range of 1
maximum score implies that
ocated a score of 1. Now
the diagonal is just inverse of
d 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

ABOUT AHP

TAILS

G THE
IX

GEOMETRIC MEAN

CONVERTING THE
SCORES

SCORING THE
MATRIX

9
7.5
5.5
3.5
1.5

ean) 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 indicate

MULTIVARI CHARTS

data executivewise
ecutivewise and can
n the field and can
nd solving the

AN EXAMPLE
mer's

SCORES TO AHP SCORES

ABOUT AHP

IX

lized
table

le of

dicate

MULTIVARI CHARTS

ANALYTICAL HEIRARCHY PROCESS MATRIX TO STUDY CUSTOMER

CUSTOMER NO. 1
RESPONSE

RESPONSE

QUALITY PACKING DELIVERY RELATIONSHIP

1

QUALITY

0.1428571429

PACKING

0.1428571429 0.142857

DELIVERY

0.125

0.125

0.125

RELATIONSHIP

0.125

0.125

0.2

0.11111111

15.325 25.1111111

31

COL. TOTAL

1.5357142857 8.392857

NORMALIZED SCORE TABLE

RESPONSE

0.6511627907 0.834043

0.45677 0.31858407

0.2580645161

QUALITY

0.0930232558 0.119149

0.45677 0.31858407

0.2580645161

PACKING

0.0930232558 0.017021 0.065253 0.31858407

0.1612903226

DELIVERY

0.0813953488 0.014894 0.008157 0.03982301

0.2903225806

RELATIONSHIP

0.0813953488 0.014894 0.013051 0.00442478

0.0322580645

COL. TOTAL

RESPONSE
QUALITY
PACKING
DELIVERY

50% THIS CUSTOMER BUYS BECAUSE OF MAXIMUM R

25% THE CUSTOMER RATES RESPONSE AS 50.37% Q
13% PACKING AS 13.10% DELIVERY AS 8.69% AND RE
9%

RELATIONSHIP

3%

STUDY CUSTOMER SATISFACTION LEVEL

BLE
2.518624
1.245591
0.655172
0.434591
0.146022

50.4
24.9
13.1
8.7
2.9

This is the Percent ratio Scale of Priority

Column. This is also called Customer
Preference. Here it can be clearly seen that for
This Particular Customer Response from
manufacturer carries the greatest preference.
The customer rates Response from the
manufacturer at the highest priority and is
implying that the Marketing Dept. or the sales
backup team is giving maximum response.

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
Dept. or the sales
imum response.

Pareto Analysis
2
1

0
1

Response
Quality
Packing
Delivery
Relationship

Cumulative % Individual %
24.25
24.25
47.00
22.75
68.75
21.75
87.50
18.75
100.00
12.50

CTQ
Relationship
Delivery
Packing
Quality
Response

(100-CTQ)
97
91
87
75
50

400
0

CTQ
RESPONSE
QUALITY
PACKING
DELIVERY
RELATIONSHIP

2
1

0
1

% RS of P
50.4
24.9
13.1
8.7
2.9

(100-CTQ)
49.6
75.1
86.9
91.3
97.1

From the AHP Example the Pareto Chart

Drawn Indicates that Relationship is to be
improved for this customer.

100.00
90.00
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00

0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00