Engaged Marketing Blog

In Australian Banking Size Matters – Small is Better

Chris Roberts — Thu, 04 Nov 2010 10:05:26 +0000

The Commonwealth Banks recent variable rate increase that was almost double the Reserve Bank’s official increase with the ensuing media coverage, political scrutiny and obvious brand damage made me ponder. Why does this happen? Add to this the massive profit announcement made by the 4 major Australian banks recently.

Are organisations not aware of the damage caused when you make big profit announcements and in the next breath increasing interest rates way above the Federal Reserve rate increase.

We conducted a major consumer loyalty and recommendation study in Australia recently focused on the Banking sector. The objective was to understand how engaged customers are to their banking institutions. All respondents were existing customers of their respective financial institutions. Almost 1900 respondents were surveyed.

We utilized the Net Promoter® Score as the key measure. A company’s Net Promoter Score or NPS® is based on customers’ likelihood to recommend the company’s product or service on a zero-to-ten point scale. NPS is calculated as the percentage of customers who are Promoters, rating the company 9 or 10, minus the percentage who are Detractors, rating 6 or lower. The important aspect is the relativity between brand NPS Scores.

When you look at the scores by key categories they are interesting but no surprise.

The NPS scores by category are:

Building Societies = +49%
Credit Unions = +37%
Second Tier Banks (Bank of Queensland, Bendigo Bank, Suncorp, St George & Bankwest) = +12 %
The 4 majors (NAB, ANZ, CBA & Westpac) = - 21%

Note: The above analysis is based on brands not ownership. Bankwest is owned by Commonwealth Bank, and St George is owned by Westpac.

The full benchmarking report is available here – NPS Benchmarks 2010

So coming back to my original question why does this happen? Don’t banks understand the long term benefits of customer engagement?

In my view the reasons are:

Smaller organizations typically have happier staff. Happy staff make happy customers.
Smaller organizations also have internal cultures that are more strongly customer focused
Layers of management mean key executive are too far removed from the customer in larger organisations.
Smaller institutions focus on the customer first. Larger organizations typically focus on shareholder returns first
A lack of understanding of full customer economics that include lifetime value based on loyalty, cost to serve, propensity to purchase other lines and finally word of mouth.

Point 4 above may be a bit controversial after all shouldn’t all businesses focus on shareholders first?

As everyone knows 3 most important stakeholders an organization has are its customers, staff and shareholders. The key is to look at each relationship as an exchange of value in terms of what you get VS what you invest.

Most importantly a business should not focus or favor one stakeholder at the EXPENSE of the other. A disproportionate focus on shareholders can cost long term damage to customers and staff.

As an example with the current situation a lot of bank staff will have to deal with irate customers even though they are doing their best to serve their clients. At a time when families are struggling and Christmas around the corner customers will not quickly forget.

Innovative brands such as Southwest and Virgin focus on employees first, then customers and then shareholders. The logic is simple if you look after employees they look after customers and that takes care of shareholder returns. At the end of the day customers decide to buy from you, be loyal to you, buy additional lines and recommend you to others.

Net Promoter and NPS Net Promoter Score are registered trademarks of Satmetrix Systems Inc., Bain & Company and Fred Reichheld

Why do we need a consumer Net Promoter Score® benchmarking study in Australia?

Chris Roberts — Mon, 30 Aug 2010 02:48:48 +0000

Everyone knows that customer loyalty and WOM is important, so why do another loyalty study?
We wanted to find out for ourselves the importance customer loyalty and WOM has, specific to Australia.

By doing this we could find out how Australian brands performed relative to their domestic competitors and to their American counterparts. We wanted to find out which marketing medium could break through the clutter in this day and age and which marketing medium had the greatest influence on consumer decision making.

It was also important for us to uncover the business or economic impact of product conversations, such as how many positive and negative comments consumers make about their brands. We especially wanted to determine the degree of influence positive and negative brand comments have on consumer purchase decisions.

In sum, we wanted to know whether there was potential for Australian organisations to grow via WOM.

And the good news is that there is massive potential.

A number of our key findings confirm that WOM is integral for organisational growth:

• 45% of consumers said that WOM was the greatest influence on their purchasing decisions in comparison to other marketing mediums.
• Consumers make a varying number of positive and negative comments across different industries but one thing holds constant – if consumers hear just one negative comment about a brand on average it takes 4-5 positive comments from other people before they’ll consider that brand again. Australian brands clearly have room for improvement as they lagged behind their US counterparts (where comparable).

Based on these findings it’s easy to see that Australian brands have a huge opportunity to grow by better leveraging word of mouth.

There are reports on Banking, Cars, Property Insurance and Motor Insurance.

The reports cover the following topics:

• Which marketing channels have the greatest influence on purchasing decisions

• NPS scores by brand

• Customers reasons for their recommend score

- NEW Word of Mouth insights including the following:

• Number of positive comments consumers make about their own brand

• Number of negative comments consumers make about their own brands

• Number of positive comments needed to neutralise a single negative comment

For more information about the reports please click here

Customer Experience & Supply Chain???

Chris Roberts — Tue, 15 Jun 2010 07:48:24 +0000

When I was first invited to do a guest lecture at the University of Queensland Supply Chain Corporate Education Course. I was a bit perplexed. I normally lecture on customer experience, consumer behaviour, importance of WOM, strategic marketing, branding etc. What does all this have to do with supply chain management? In my mind supply chain was a back office operation not front office. I then remembered a story I heard about an international electronics giant whose NPS scores dropped with their older segment simply because they reduced the font size in their manuals. Then another story came to mind where NPS scores dropped because a new style of TV packaging was not up to the mark. In both instances as NPS is a LEAD and not a LAG measure the organisations could quickly take action and rectify the supply chain issues.

Still I approached the prospect of lecturing about customer focus and experience to a group of people that are not traditionally customer facing with trepidation.

Until I had my own supply chain customer experience and realised the HUGE impact it can have. Let’s look at the steps.

1. Late December 2009 I bought a 27 inch IMac from a reputable department store (not an Apple store). We were told we could expect delivery in 2 weeks.

2. In the 3rd week we were told there was a delay and it would take another 2 weeks.

3. 2 weeks passed and we were now told that they could not tell us when we could expect delivery but it could be 4-6 weeks. At this point the Apple shop was promising delivery in 2 weeks.

4. We rang the Apple shop and they assured us that they could deliver in 2 weeks. We then asked them if they could tell us the status of our order made via the department store. They said sorry, that was another system and they did not have access.

5. We went back to the department store and quizzed them on why the Apple store can deliver in 2 weeks while they cannot even tell us when they can deliver?

6. As a result of this whole process we quickly went from being a promoter of Apple to a Detractor and vented by posting another blog about our experience.

Throughout the process the Department store was extremely helpful and we understood they were caught up in a Supply Chain nightmare. Now the Apple iMac has arrived and is beautiful. Recently we also bought an iPad. But for a while there we hated Apple.

It is clear that organisations now compete on the responsiveness, product availability and prowess of their delivery speed. The supply chain has a huge impact on the demand chain.

Now I can present at the Supply Chain course and know personally how critical it is to have a strong customer focus when designing and managing your supply chain. To ignore the impact of the supply chain on the customer can be disastrous and has certainly earned its place in a comprehensive supply management course.

The video is a snap shot of my small contribution to this excellent course.

Supply Chain Video

How to register

Register online or download the Registration Form from the UQBS Corporate Education website: www.business.uq.edu.au/corporate-education

For further information contact UQBS Corporate Education, telephone – (07) 3346 7111 or email - corped@business.uq.edu.au

Consumer Segmentation in a Recession

Chris Roberts — Sat, 19 Sep 2009 14:14:36 +0000

I was invited to attend a presentation by TNS Brisbane the market research company a few weeks ago. The topic was “How the Global Financial Crisis is Affecting Australian Consumers”.

Prior to this I had attended a few business presentations about the impact of the Global Financial Crisis and how businesses should cope with this new challenge. Typically past presentations about this topic follow the usual sequence of topics as outlined below.

Slides with economic indicators and trends –GDP etc
Quotes from respected financial commentators.
Outlining why this recession unique
No clue as to how long it’s going to last or how bad it’s going to get.
Consumer confidence is low
Consumers will buy less and defer purchases
etc, etc

Pretty ho hum. Effectively these presentations tell you stuff you either already know or can easily read about in the newspaper. You wonder why you wasted your time attending.

But rarely will a speaker cover with certainty and authority exactly what you should do as a business to survive and maybe even thrive in tough times.

My expectation was this would be different and interesting as it was conducted by a respected research company that I have worked with for many years.

As the speaker was setting the scene in the introductory slides it initially appeared as if this presentation was also going to head off in the same old direction.

Economic indicators were displayed followed by consumer sentiment and impact on spending. I started to feel restless.

My concerns were unfounded as the TNS speaker was just setting the scene for the key messages. .

Key Message 1 – Not all consumers react to the Global Financial Crisis the same way.

This was interesting as reading all the gloom and doom in the Media you cannot help but become hypnotised and believe it’s all BAD news.

Key Message 2 – There are two variables that determine how consumers react to the Global Financial Crisis.

The first variable is whether consumers take responsibility for the situation as a Collective (We will come out of this together) or as an Individual (I need to deal with this myself). The second variable is how consumers react to change namely high stress or low stress.

If you imagine this on two axes where on one axis you have responsibility (Collective or Individual) and on the other axis you have ability to deal with change (High Stress or Low Stress).

Based on these two variables they broke up the entire consumer market into 6 segments. In addition they also provided a profile of each of these segments outlining exactly what makes them ‘tick’.

Imagine targeting consumers based on how they react to the Global Financial Crisis! Used strategically the opportunities for business especially in these tough times are absolutely staggering. Imagine if you were in the finance sector and you wanted to determine the key messages messaging you needed to attract investors who were happy to invest in challenging times. Or imagine knowing the communications messages you need to encourage patrons to continue to attend the opera in tough times. As an example one of the segments was quite ‘bullish’ and ‘defiant’ and strongly ‘confident’ about the financial crisis. This segment would be relevant target market for both the above scenarios.

This goes way beyond traditional segmentation methods and the thinking behind this should be applauded.

Of course there is a lot more information about this segmentation methodology and if you would like to know more please contact Damian Hampton Director TNS Brisbane on 61-7-38479800 at their Brisbane offices.

My best customer experience ever!!!!

Chris Roberts — Fri, 07 Aug 2009 00:37:07 +0000

On my last business trip to India I had the pleasure of staying at the Orange County Resort in Coorg outside, Bangalore in India. The Orange County experience is one that I will never forget as it was truly memorable.

A great welcome

It started with us arriving at reception to receive a traditional Indian welcome. This is where a hostess put the red colour dot on our foreheads and greeted us with the traditional ‘namaste’. Orange County is set amongst coffee plantations with cobblestone paths winding through the beautiful resort. Our rooms were spacious and comfortable and our stay at Orange County was very rejuvenating.

Exceptional food and amazing variety

The food was absolutely exquisite. Orange County provide a buffet style breakfast, lunch and dinner. At every meal there were 25 to 30 different dishes. Around 7 to 8 of the most popular dishes stayed constant but the others changed at EVERY meal.

Staff that truly care

However, the most memorable thing about Orange County is their staff. Wherever we walked around Orange County all staff would make it a point to greet us whether they were security guards, gardeners or staff at reception. The activity co-ordinator would enthusiastically and passionately promote each night’s cultural event. The waiters were not only polite and prompt but very attentive. As a guest such behaviour made you feel as though your patronage was highly valued and that staff were committed to making the Orange County experience one you would never forget. In short you felt ‘spoilt’.

A sacred duty of care

A perfect example of this was the Ayurvedic massage offered at Orange County. Before the massage starts you’re introduced to the 2 masseurs who explain the process and benefits and then do something quite amazing – they inform you that will say a prayer before they start your massage. The prayer and the accompanying music creates an amazing ambience.

The fact that they pray before the massage makes you feel that they are not just ’doing a job’ but that they have a ‘sacred duty of care’. This and the fact that they are personally committed to make the experience great by making sure you feel completely at ease creates an experience at a whole different level.

The 2 masseurs massage you at the same time and are in perfect harmony with one another. The quality of the massage is amazing and you walk away feeling amazingly relaxed and truly spoilt.

Looking back at my Orange County experience I have to say it was very memorable experience and I have since recommended it to several friends and family members. I also present this story when I conduct presentations at various marketing and management forums and seminars.

So what’s the key to their success???

The key is that they measure everything. They do this with a short customer survey of 5-7 questions. By everything I mean – every meal, massage, health spa experience, resort activity and finally when you leave. Filling the survey after every meal and after every activity might sound irritating but soon it becomes the norm. It is also becomes very easy to do as every aspect of the experience is great. By measuring every experience Orange County can not only gain insight on how to improve their experience but they can also ensure consistency throughout the whole Orange County experience.

Experiences that drive growth

The Orange County experience really is a perfect example of how listening to customers and taking action at an operational and granular level can create experiences which exceed expectations and are truly memorable. It is experiences like this which customers cannot stop recommending and businesses like these are the ones who break through the clutter in the marketplace to attract AND retain customers who actively recommend you to others. This is what is required to thrive in tough times.

Their Net Promoter Score would be absolutely HUGE!

I bet if Orange County conducted a Net Promoter Score survey they would achieve an extremely high score. This is not surprising as this is exactly how a Net Promoter Score operational survey works. NPS operational surveys are conducted at a granular level and track each key customer interaction so that the insight gained can be fed back to the right operational area for action and improvement. NPS loyalty leaders also have engaged staff.

Back to adequate service.

After my Orange County experience I then came back to Australia and went to one of the top Casino’s and experienced service that was best described as ‘transactional and bland’ and definitely not worthy of recommendation. So here you have two luxury hotel experiences. The Orange County experience drives growth via repurchase and positive word of mouth. The Casino experience was only transactional and therefore only an operational cost. Of course we have not even factored in the detrimental economic impact of negative word of mouth.

So here are a few key questions.

Are your customer experiences worthy of recommendation? OR are they just adequate and transactional?

Are your customer experiences generating incremental growth via increased loyalty and recommendation? OR are they merely an operational cost?

Are your staff truly engaged and personally committed to creating experiences worthy of recommendation? Or are they just doing a job?

Here is a link to the Orange County Website