J.D. Power and Associates Reports: Lanier Brand Ranks Highest in Inaugural Copier/Multifunction Product Customer Satisfaction Study8 Jul, 2002
J.D. Power and Associates Reports: Lanier Brand Ranks Highest in Inaugural Copier/Multifunction Product Customer Satisfaction Study
With top marks in three of the five drivers that determine copier customer satisfaction, Lanier brand ranks highest in overall product satisfaction, according to the J.D. Power and Associates 2002 Black and White Copier/Multifunction Product Customer Satisfaction Study(SM).
The inaugural study, based on responses from nearly 1,500 business users of digital and analog copiers and multifunction products, is designed to monitor customer satisfaction with the copier product as well as the sales and service experience.
While customers express the least satisfaction with the costs of operating their copiers in general, Lanier rates significantly better than average in operation cost, which greatly influenced the brand's top ranking. Lanier also receives the highest marks for ease of use and appearance, which includes machine style and size.
According to J.D. Power and Associates, customers say that Lanier products are easy to use, whether it be clearing paper jams, adding paper or reading the manual, and that overall, Lanier receives consistently high marks across all attributes for ease of use.
Other factors that comprise product satisfaction include: machine performance, which includes copy quality and frequency of minor problems and severe failures, and machine features, which incorporates attributes such as automatic paper feed and copy speed.
The digital copier market has grown rapidly over the past few years and now represents nearly three-quarters of machines with copy speeds ranging from 11 to 69 copies per minute (cpm). The study shows that, in general, product satisfaction is higher for digital machines than for analog and is driven by the machine performance and machine features factors. However, analog machine customers appear much more satisfied with their machine's ease of use.
In addition to measuring satisfaction with copier products, the study also covers sales and service satisfaction, as well as the shopping experience and repurchase intentions. Sales satisfaction is measured by the salesperson, price, delivery, paperwork/finance and variety. Service satisfaction covers fulfillment of service requests; time technician needs to perform service; technician's concern for specific needs; technician's explanation of service; ease of getting the dispatcher when calling; technician's ability to visit an office in a timely manner; and ability to diagnose problems properly.
The 2002 Black and White Copier/Multifunction Product Customer Satisfaction Study, which was fielded in February and March 2002, is based on responses from business users of copiers and multifunction products purchased new after January 1, 2000. Multifunction products are devices that are copier-based, but also have the functionality to print, scan or fax documents. The products covered in the study have speed ranges of 11 to 69 cpm.