Customer Survey

Results - MI

~ Nidhi Swarup
Agenda

• Customer Survey - Aim

• Customer Survey - Demographics
• Customer Survey Findings
• Special Considerations
• Recommendations
Customer Survey Aim
• Assess end-customers’ interest in
memorial products
• Assess customer’s receptiveness' to
using a web-site for their memorial
needs
• Identify parties that affect and/or are
included in the “death-care”
purchasing process
Customer Survey Statistics -
Demographics

Survey Takers break-down

42% HTR

Kodak
58%
Customer Survey Findings -
Location of family members

Family Location - All

23% NE

Mid-west
44%
6% South

West Coast

17% Scattered all over US

10%
Customer Survey Findings -
Location of family members
Family Location - HTR

27%
NE

Mid-west

4% South
63%
Scattered all over US
6% Family Location - Kodak

22%
30% NE

Mid-west

10% South

West Coast
12%
Scattered all over US
26%
Customer Survey Findings -
Interest in memorial website of funeral
broadcast
Interest in memorial website - ALL

43%
Interested

57% Not Interested

Customer Survey Findings -
Interest in memorial website of funeral
broadcast
Interest in memorial website - HTR

47%
Interested
53%
Interest in memorial website - KODAK
Not Interested

36%
Interested

Not Interested
64%
Customer Survey Findings –
Person most likely to arrange funeral
(family)
Customer Survey Findings –
Organizations you would contact to arrange
funeral

• * FOS – Family outside US

Customer Survey Findings –
Length of relationship with funeral home
Customer Survey Findings Who
should make arrangements for the funeral
Customer Survey Findings -
Willingness to pay for memorabilia package
(DVD & website)

WTP -DVD and WEBSITE - ALL

Not interested/too
7%
expensive
16% $75-$150
45%
$151-$300

32%
>$301
Customer Survey Findings -
Willingness to pay for memorabilia package
(DVD & Website)
WTP - DVD and WEBSITE - HTR

Not interested/too
5%
expensive
13%
$75-$150

21% $151-$300 WTP - DVD and WEBSITE - KODAK

61%

>$301 Not interested/too

8%
expensive

33% $75-$150
19%

$151-$300

>$301
40%
Customer Survey Findings –
Average Price for memorabilia package
(DVD & Website)

• Clearly, this makes the Kodak group a good

target market
• Note: 36% of all surveyors were not interested
Customer Survey Findings -
Willingness to pay for memorabilia package
(Collage, register book, prayer and website
cards)
All - WTP

14% Not interested/too

expensive
$25-$75
36%

$76-$150
22%

$151-$300

>$301
7%
21%
Customer Survey Findings -
Willingness to pay for memorabilia package
(Collage, register book, prayer and website
cards)
HTR- WTP

Not interested/too
14% 15% expensive
$25-$75
KODAK- WTP
17% $76-$150

Not interested/too
$151-$300 12%
expensive
4% 25% $25-$75
>$301
50%

$76-$150
27%
$151-$300
11%

>$301

25%
Customer Survey Findings –
Average Price for memorabilia package
(Collage, register book, prayer and website
cards)

• Clearly, this makes the Kodak group a good

target market
• Note: 38% of all surveyors were not interested
Customer Survey Findings – WTP
for individual products
Customer Survey – Special
Concerns

• Almost 54.2% strongly said they

were not interested in the DVD and
website
• Although funeral homes are the
primary point of contact for grieving
families (91.8%), religious
organizations also impact the
decision making process (~51%)
Customer Survey – Special
Concerns
• Since Kodak and HTR surveyors had
markedly different responses, and
because the Kodak and Qualex
people responded favorably to MI
products, MI should run a pilot sales
program with discounts for them
Recommendations
The following groups show a positive
inclination to purchase out of all the
groups:
• People with most of their families
outside US responded favorably to MI
products
• 59% of people in the age group: 31-
45 were interested in DVD and
website compared to 33% of ages 61
and older; hence, they are a better
Thank You