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National Consumer Agency         Market Research Findings:Consumer Empowerment and Customer Service                 March ...
Table of Contents2      Key Findings      Section 1: Consumer Empowerment                   Making Complaints      Sect...
3                 Key Findings             Making Complaintswww.nca.ie
Key Findings4     Consumer Rights         • 77% state they are confident of their rights (↓1% point)         • 72% assert ...
5             Section 1: Consumer Empowerment                    Making Complaintswww.nca.ie
Confidence about Rights as a Consumer                                (Base: All aged 15-74 – 1,000)6    100     90     80 ...
Knowledge about Consumer Rights                                  (Base: All aged 15-74 – 1,000)7    100     90     80     ...
Protected Regarding Consumer Rights                                 (Base: All aged 15-74 – 1,000)8    100     90     80  ...
Empowerment Levels x Profile of Sample                                               (Base: All aged 15-74 – 1,000)  9    ...
10             Section 2: Customer Service                Making Complaintswww.nca.ie
Experience with Customer Service – I                              (Base: All that have purchased goods services from      ...
Experience with Customer Service – II                                 (Base: All that have purchased goods services from  ...
Satisfaction with Customer Service – I                              (Base: All that had contact with customer service)   1...
Satisfaction with Customer Service – II                                       (Base: All that had contact with customer se...
Likely Action as a Result of Good &                                 Bad Customer Service                                  ...
16             Research Background             Making Complaints               and Methodologywww.nca.ie
Research Background and Methodology 17      Nov/Dec                                 Nov/Dec             May/June          ...
Profile of Sample - I                               (Base: All aged 15-74 – 1,000)   18         SEX            AGE        ...
Profile of Sample – II – Main Grocery Shoppers                     (Base: All Mainly Responsible for Grocery Shopping in H...
Profile of Sample – III – Internet Use                                          (Base: All aged 15-74 – 1,000)  20        ...
Profile of Sample – IV – Social Media                                  (Base: All aged 15-74 – 1,000)    Nov 2011   21    ...
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Consumer empowerment and customer service in Ireland

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NCA's market research: 77% of consumers are confident about their consumer rights, supermarkets and shops selling clothing/footwear have highest satisfaction levels for customer service, airlines have lowest.

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Transcript of "Consumer empowerment and customer service in Ireland"

  1. 1. National Consumer Agency Market Research Findings:Consumer Empowerment and Customer Service March 2012 Research Conducted by
  2. 2. Table of Contents2  Key Findings  Section 1: Consumer Empowerment Making Complaints  Section 2: Customer Service  Research Background and Methodology  Profile of Samplewww.nca.ie
  3. 3. 3 Key Findings Making Complaintswww.nca.ie
  4. 4. Key Findings4 Consumer Rights • 77% state they are confident of their rights (↓1% point) • 72% assert they are knowledgeable of their rights (↑1% point) • 76% feel protected in respect of their rights (↑5% points) Customer Service Making Complaints • Supermarkets and shops selling clothing or footwear had the highest level of satisfaction with customer service, both at 91%. • The lowest level of satisfaction, at 64%, applied to those contacting airlines’ customer service, airlines also had the highest proportion claiming dissatisfaction at 30%. • Nearly 3 in 5 (57%) consumers state that as a result of receiving bad customer service they would stop doing business with a provider.www.nca.ie
  5. 5. 5 Section 1: Consumer Empowerment Making Complaintswww.nca.ie
  6. 6. Confidence about Rights as a Consumer (Base: All aged 15-74 – 1,000)6 100 90 80 78 75 75 77 74 74 73 70 70 60 50 40 Making Complaints 30 20 18 18 15 14 13 10 12 10 11 0 Aug-08 Nov/Dec- Jun-09 Nov/Dec- Jun-10 Nov/Dec- May/June - Nov-11 08 09 10 11 % Confident % Not Confidentwww.nca.ie
  7. 7. Knowledge about Consumer Rights (Base: All aged 15-74 – 1,000)7 100 90 80 70 71 72 69 68 67 67 68 60 62 Making Complaints 50 40 30 24 20 20 20 20 19 15 17 14 10 0 Aug-08 Nov/Dec- Jun-09 Nov/Dec- Jun-10 Nov/Dec- May/June - Nov-11 08 09 10 11 % Knowledgeable % Not Knowledgeablewww.nca.ie
  8. 8. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000)8 100 90 80 76 70 70 69 71 65 65 64 60 60 50 40 Making Complaints 30 20 18 16 14 15 10 10 10 8 8 0 Aug-08 Nov/Dec- Jun-09 Nov/Dec- Jun-10 Nov/Dec- May/June - Nov-11 08 09 10 11 % Protected % Not Protectedwww.nca.ie
  9. 9. Empowerment Levels x Profile of Sample (Base: All aged 15-74 – 1,000) 9 Confident Not Confident Knowledgeable Not Protected Not Knowledgeable Protected Overall 77% 11% 72% 14% 76% 8% Male 75% 12% 70% 15% 74% 8% Female 80% 10% 75% 12% 78% 8% 15-24 72% 16% 63% 16% 72% 8% 25-34 81% 8% 78% 12% 78% 7% 35-44 81% Making Complaints 10% 77% 13% 77% 9% 45-54 81% 7% 77% 13% 76% 7% 55+ 74% 14% 67% 15% 75% 10% ABC1/F50+ 85% 8% 81% 10% 82% 5% C2DE/F50- 70% 14% 64% 17% 70% 10% Responsible 81% 10% 76% 13% 78% 10%for main shop Notresponsible for 73% 12% 68% 14% 73% 6% main shop = Significantly lower than total sample = Significantly higher than total samplewww.nca.ie
  10. 10. 10 Section 2: Customer Service Making Complaintswww.nca.ie
  11. 11. Experience with Customer Service – I (Base: All that have purchased goods services from each sector within the past 12 months) 11 Contact with Customer Service Method of Contact Shops Selling InClothing or Footwear 19% Other Email Phone Web Post Person (Base: 941) 3% 2% 2% 2% 1% 90% Supermarkets In 20% Phone Other Email Web (Base: 932) Person 4% 4% 1% 1% 87% Communication Services e.g. Home phone, mobile, 17% Making Complaints Phone In Person Email Web Post Other broadband 49% 12% 9% 6% 6% 29% (Base: 807) InBanking Products and 15% Phone Post Other Email Web Person Services 19% 9% 9% 7% 7% (Base: 758) 57%Insurance Products & In 17% Phone Post Email Web Other Services Person 52% 13% 11% 6% 6% (Base: 692) 29% In Energy Suppliers 10% Phone Post Email Web Other Person (Base: 695) 56% 11% 8% 8% 2% 22% www.nca.ie
  12. 12. Experience with Customer Service – II (Base: All that have purchased goods services from each sector within the past 12 months) 12 Contact with Customer Service Method of Contact In TV Service Provider Phone Web Post Email Other 16% Person (Base: 628) 79% 8% 5% 5% 5% 7% Waste Services In 8*% Phone Post Email Other (Base: 592) Person 70% 12% 4% 2% 18% Bus & Train Making Complaints In Transport 9*% Phone Other Web Email Post Person (Base: 471) 18% 10% 9% 9% 5% 53% In Airlines Web Email Phone Other Post 17% Person (Base: 450) 43% 18% 14% 7% 1% 15% Shops Selling Furniture In 16% Phone Web Email Other& Household Appliances Person (Base: 405) 19% 5% 5% 1% 71% * Caution small base size www.nca.ie
  13. 13. Satisfaction with Customer Service – I (Base: All that had contact with customer service) 13 Very Very dissatisfied satisfied Neither/ Mean (1) (2) (4) (5) Nor (3) ScoreSupermarkets 15 34 57 91% 3 4.4Shops selling clothing or footwear 44 36 55 91% 1 4.3 Making ComplaintsShops selling furniture or household 9 36 47 83% 8 4.2appliancesInsurance products & Services 65 49 34 83% 6 4.0Banking products & Services 5 15 44 26 70% 10 3.7Energy suppliers 5 10 51 25 76% 9 3.8 www.nca.ie
  14. 14. Satisfaction with Customer Service – II (Base: All that had contact with customer service) 14 Very Very dissatisfied satisfied Neither/ Mean (1) (2) (4) (5) Nor (3) ScoreCommunication Services 7 15 45 30 75% 3 3.8Waste Services* 45 39 36 75% 16 4.0 Making ComplaintsTV service providers 2 15 44 27 71% 12 3.8Bus & Train Transport* 7 17 29 41 70% 6 3.8Airlines 30% 6 24 31 33 64% 6 3.6 * Caution small base size www.nca.ie
  15. 15. Likely Action as a Result of Good & Bad Customer Service (Base: All aged 15-74 – 1,000) 15 Good customer service Bad customer service % %Continue to do businesswith the provider Making Complaints with 58 Stop doing business the provider 57Tell people you know of 56 Tell people you know of 46your experience your experienceDo more business with the 24 24provider Do less business with the provider Continue to do business 5 with the provider Other 1 www.nca.ie
  16. 16. 16 Research Background Making Complaints and Methodologywww.nca.ie
  17. 17. Research Background and Methodology 17 Nov/Dec Nov/Dec May/June Aug 2008 2007 2008 2009 Benchmark Wave 1 Wave 2 Wave 3 Nov/December Nov/Dec 2009 June 2010 May/June 2011 2010 Wave 4 Making Complaints Wave 5 Wave 6 Wave 7 Nov 2011 Current Wave Wave 8 The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74. To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. Interviewing was conducted over a four week period in November 2011. www.nca.ie
  18. 18. Profile of Sample - I (Base: All aged 15-74 – 1,000) 18 SEX AGE REGION SOCIAL CLASS MAIN GROCERY % % % % SHOPPER 15-24 17 Dublin 28 Male 49 ABC1 48 47% 25-34 22 F50+ Yes 53% No Making Complaints Rest of 26 Leinster 35-44 19 45-54 16 Munster 28Female 51 C2DE 52 F50- 55+ 26 Conn/ 18 Ulster www.nca.ie
  19. 19. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 526)19 53% SEX AGE REGION SOCIAL CLASS % % % % 15-24 5 Male (17) (49) 25 18 Dublin 25 25-34 (28) (22) ABC1 48 F50+ (48) 23 Rest of Making Complaints 35-44 (19) 28 Leinster (26) 45-54 22 Female (51) 75 (16) Munster (28) 30 C2DE F50- 52 (52) 55+ 32 Conn/ (26) Ulster 17 (18)( ) = Total Samplewww.nca.ie
  20. 20. Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000) 20 USE INTERNET EVER PURCHASED BANKING ONLINE ONLINE (Base: All Internet Users - 762) (Base: All Internet Users - 762) 24% 22% No (25%) Yes No (30%) Yes No 45% Yes 78% 55% 76% (51%) (49%) (70%) (75%) Making Complaints % Yes % Yes % Yes Male 76 Male 80 Male 54 Female 76 Female 77 Female 57 15-24 95 15-24 72 15-24 40 25-34 92 25-34 85 25-34 70 35-44 88 35-44 84 35-44 66 45-54 73 45-54 76 45-54 54 55+ 44 55+ 69 55+ 38() = June 2011 www.nca.ie
  21. 21. Profile of Sample – IV – Social Media (Base: All aged 15-74 – 1,000) Nov 2011 21 June 2011 Higher Type of phone Amongst %Regular users of ....... % 50 15-24 86% Facebook ABC1F50 59% 29 47 %(21) Dublin 55% Twitter 10 10 Making Complaints 15-24 21% Have a ‘Smart phone’ Higher amongst: 6 Bebo 6 15-24’s 45 25-34’s 46 2 Linkedin 1 ABC1/F50+ 39 Working full time 44 48 55+ 86% None of These C2DEF50- 56% 51 Students 42 Munster 53% Dublin 44() = June 2011 www.nca.ie
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