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RBC and HBC Mobile Research Case Studies
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RBC and HBC Mobile Research Case Studies

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Raj Manocha, Vice President of AskingCanadians, delivered the following presentation at the Mobile Research Roadshow, held in Toronto on June 21 and presented by Confirmit in partnership with Delvinia …

Raj Manocha, Vice President of AskingCanadians, delivered the following presentation at the Mobile Research Roadshow, held in Toronto on June 21 and presented by Confirmit in partnership with Delvinia and AskingCanadians.

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  • Impressions clearly influenced by both staff and technology. Out of 155 verbatims, 9 were negative (interesting as most people were non-customers). Most surprising that the new location looked like an Apple store and not a bank. Immediacy of emotion was highlighted by pieces about customer service and parking.
  • Transcript

    • 1. Digital Branch Testing
    • 2. Mobile Experience Testing Objective  Capture voice of the customer in digitally enhanced branches Methodology  Mobile diary (smartphone) Advantages  Understand the customer experience within one of the new RBC Retail By Design branches.
    • 3. Process
    • 4. Sample Age:18+ Willing to share GPS and consent to participate Own smartphone Recruited solely from the AskingCanadians panel Mix of current RBC customers and non-customers
    • 5. Methodology Complete Pre Test Visit RBC Mobile Diary N = 234 N = 38
    • 6. Respondent Assignment Visit the RBC branch Investigate credit card products offered by RBC Use all the possible resources available in your investigation
    • 7. Flexibility of Mobile GPS Rating Scale Progress Bar
    • 8. Question Design “User Experience” = Less is More Q4 - Overall, how would you describe your experience of being at this branch of RBC? What Old Wording stands out in your memory? Q5 - What, if anything, could the branch do to improve your experience there? VS. Q4 - Overall, how would you describe your New Wording experience of being at this branch of RBC? What stands out in your memory as impressing you, or as needing improvement?
    • 9. Invite Design – Imagery Old Invite New Invite
    • 10. Results
    • 11. Describe the Branch in 5 Words
    • 12. What Respondents Viewed in RBC Resources Consulted to find out about RBC Royal Bank Credit Cards 84% 66% 21% 18% Picked Up Literature Spoke to Staff Used the Touch Screen Used the Table Top
    • 13. Added Insight – Voice of the Customer“Impressive design. Truly friendly “Someone came and ask me if I needed anystaff who offered assistance.” assistance and she walked me through the various credit card options.”“It is a new branch so very clean and fresh. Very friendly staff willing to show theI liked the information that was available soless staff help was needed. I did not like it new building The touchscreen in thethat it seemed a long wait if customer middle of the bank was very helpfulservice was needed.” and the person that helped me was very helpful with everything.“A welcoming atmosphere, plentyof literature to read. NO pressure “I was greeted as I entered and got my information quickly. I felt welcome. I wasfrom staff to leave quickly so you impressed by the layout. Parking is acan take your time.” nightmare.”
    • 14. Summary  Mobile proved to be an engaging experience  Immediacy and Authenticity of response  Use of the AskingCanadians panel ensured robust enough sample size in short field window
    • 15. Mobile Engagement Testing
    • 16. HBC and Mobile • HBC brand is evolving • HBC wants to have more mobile offerings • AskingCanadians partnership provides ideal environment to gain research insight before program launch
    • 17. Process
    • 18. Sample Frame Sample came from the AskingCanadians panel Agree to participate in this active, mobile diary exercise followed by a short post-survey Age:18+ Own a smartphone Will be shopping at The Bay in the next week All respondents will be part of the pre-existing HBC segmentation groups
    • 19. Methodology Complete Visit The Pre Test Mobile Post Test Bay Survey N = 334 N = 72 N = 64
    • 20. SurveyInviteNew Wording Privacy Trust Reciprocity
    • 21. Mobile SurveyExperience
    • 22. Results
    • 23. Mobile Consent Mobile = 3 in 4 are willing to share their GPS location on their mobile 7 in 10 are willing to download a free application to their phone to complete a mobile survey
    • 24. Responsive Segments -Observations  Males make it happen  Millennials – where did you go?  Quebec Conquest
    • 25. Segmentation and MobileResponse Share of Total Survey Completes 9% 8% 6% Pre-Test Completes 4% Mobile Completes Frequent Shoppers Non-Frequent Shoppers
    • 26. ResearchIntegrity Did You Make A Purchase Today? No Purchase 47% Apparel 32% Home 11% Other 6% Beauty 4%
    • 27. Take A Picture of Your FavouriteDisplay
    • 28. Verbatims – Why Did You Take This Picture?“Colorful, patriotic and well organized” “Exciting new product line” “Eye catching arrangement of mannequins” “Looked so cute and spring like” “I love handbags especially leather type. Fossil“New display stand. Bright highlighted is one of my favorite and they seem to haveorganized. Not just cluttered on a table. some new styles on display”The swimwear mannequins upstairs “Its colorful and has very classic Baywere a close second; nice combo with colours! Nostalgic!”the bright towels and rainbow hat.” “Bright colors. Uniformity” “The Mannequins in the centre of the isle with CANADA Olympic Wear jumped right out at me”
    • 29. Mobile CouponingAcceptance 9 in 10 would use The Bay coupons if they were delivered to their mobile phones
    • 30. Future MobileExperiences
    • 31. Mobile Research Experience Mobile = 8 in 10 people enjoyed completing this mobile survey
    • 32. Verbatims – Mobile Experience“The added interaction allowed me to pay closerattention to details when shopping, beyond my “I was expecting something longer, with more questions. Surprised by how short it was.”original target item. it also forced me to noticesomething Id otherwise overlook” “This survey is very close to blogging or“Very good experience. Wouldve like a chance tochange the photo taken once I discovered I like sending a tweet regarding ones shoppinganother photo better then the one I just submitted.” experience - but one level better as a picture feed is involved!”“Very enjoyable, good experience, would be veryopen to be completing more of this type of “I liked this mobile experience. It wassurvey.” brief, which is good. It allowed me to be at the actual location and base my opinion on “Very enjoyable. Using the app to perform part of the what I actually saw at that moment.” survey changed the experience and made it different”
    • 33. Lessons Learned Company Phones Software Download Need Engaged and TrustingParticipants
    • 34. Why Mobile Research?  Immediacy and Authenticity of Response  Research experience offers way to engage respondents  Trusting audience overcomes technology adoption challenge
    • 35. For more information contact: rmanocha@askingcanadians.com THANK YOU! Raj Manocha Vice President, AskingCanadianswww.corporate.askingcanadians.com@askingcanadians