| Laser Printers & MFDs
The overall satisfaction (83.1) of laser printers and MFD users of
enterprises has been boosted by satisfaction on overall product features,
followed by delivery and installation. As per the survey findings, the overall
satisfaction in this segment has been the highest among the government and
education users and the lowest among services users.
In this segment, HP is one of the few examples of vendor satisfaction
performance falling in line with its market share. Even while expanding its
footprint, HPs focus on customer satisfaction has not been diluted, as is
proved by the findings of the CSA-2008 survey. More importantly, the company
maintains a lead over its closest competitor with a good margin. The next in
rank, Canon and Epson (joint second rankers), are 4.3 points away.
 |
| Though not with a huge margin,
HP, nevertheless, maintains a clear lead over Canon and Epson in terms of
customer satisfaction in the laser printers and MFD segment. Laser printers
and MFDs is the segment with the third lowest satisfaction score among the
eight segments being surveyed, thereby indicating that its becoming
increasingly tough for vendors to get in sync with the expectations that
their customers have from them |
In fact, HP is the only vendor that has performed above the overall industry
satisfaction score and also the only vendor to have upped the industry average
on four of the five satisfaction parameters. The only exception is price and
commercial, where Epson is giving close competition to HP on price
competitiveness. The former slightly edges over the latter on TCO with a score
of 83.9 points as compared to HPs 83.5 points. Epson is again almost at par
with the top ranker on the clarity of pricing contract (Epson81.3 points and
HP81.5 points). But, CIOs perceive HP to be bringing in more value for money on
the table as compared to Epson.
Indian CIOs are giving a lot of importance to factors like timely delivery,
training and hand holding, responsiveness, availability of spare parts,
expertise to resolve problem, and interaction with the service team.
The top of the line in terms of importance is reliability, functionality and
convenience in operation offered by the product. But, features like print and
processor speed dont bother the enterprise users as much as intelligent and
value-added features like toner management, etc. Plain vanilla printing services
are no longer enough to satisfy customers. Theyre expecting their imaging and
printing vendors to provide services like auditing, optimization, etc.
 |
| While both Canon and Epson share the number
two position, the former scores over the latter when it comes to all the
parameters of the most important satisfaction derivateproduct. Epson,
though, tries to even it out on the delivery and installation parameter, the
second most important criterion for satisfaction among CIOs |
A low satisfaction rating on post-sales service is a matter of concern for
CIOs. Vendors need to re-work their strategy and improve the robustness of their
post-sales services. The other major areas of concern are credit facility
received, cost of ownership, and the vendors understanding and domain knowledge
of the clients business.
For CIOs, the parameters for evaluation are changing. They are looking at
their output devices and asking how it can help the enterprise lower the TCO and
improve productivity and workflow. And the answers to these questions are
becoming imperative to determining the satisfaction levels.
|
For enterprise customers, its about cost efficiency, productivity, TCO,
and seamless integration into the network
Samir Shah, director,
Commercial & Enterprise Printing, Imaging & Printing Group, HP India Sales |
How are you
helping to change the perception of the enterprise customers toward imaging
and printing?
The CIOs spend huge amount of money in creating a robust IT infrastructure,
including storage and security. However, we have gone to the enterprise
customers and told them that the one area they have not touched upon is
printing. We have tried to build awareness that imaging and printing is a
part of the IT infrastructure and a key strategic area for them to reduce
costs and improve productivity.
 What
are the changing trends in terms of customer satisfaction, and how are you
aligning yourself to them?
If one looks at products for enterprises, earlier it was about high
print and processing speeds. However, today, for the enterprise customers,
it is beyond the product specification and more about cost efficiency,
productivity, TCO and seamless integration into the network. Their
evaluation parameters are changing as they look at the output devices to
improve productivity and reduce costs.
We have adopted a three-pillar strategy to
help them do that. We start with helping them optimize the infrastructure in
terms of output devices through initiatives like balanced deployment. For
instance, having the right mix of different types of printers and MFDs.
Secondly, we do the managing of their imaging and printing environment if
they do not wish to do it in-house and want to outsource it to us. The third
pillar of our strategy for the enterprise customers is to help them improve
the entire workflow process.
How critical are the channel partners in
terms of ensuring customer satisfaction?
The channel plays a very significant role in the entire cycle. It
becomes very critical to ensure that their skill sets match with what the
customers are expecting. Today, the customers are very well informed and
aware. So, they need to be armed with sufficient knowledge and skill sets to
position the right products and services to enterprise customers. As a
result, training for the partners is a very well defined agenda and activity
at HP. |
 |
| While both Canon and Epson share the number
two position, the former scores over the latter when it comes to all the
parameters of the most important satisfaction derivateproduct. Epson,
though, tries to even it out on the delivery and installation parameter, the
second most important criterion for satisfaction among CIOs |
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