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Customer Satisfaction

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Customer Satisfaction

Customer Satisfaction

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    Customer Satisfaction Customer Satisfaction Presentation Transcript

    • VisitScotland BTU Customer Satisfaction January 2007
    • Background & Objectives • An update of the study conducted in 2005 and 2004 providing comparative data • This presentation focuses on the 2006 findings, drawing comparisons with 2005 and 2004 data where relevant • To track customer satisfaction levels by measuring; Overall satisfaction • Satisfaction with specific aspects • Current perceptions of Scotland as a destination • 2 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Method & Sample • 250 x 12-20 minute telephone interviews between November and December 2006 • Interviewing conducting by BDRC Group’s telephone unit, Perspective MR • Questionnaire similar to 2005, with modifications to reflect VSBTU’s current needs NUMBER OF INTERVIEWS Direct Intermediary Total 2006 2005 2004 2006 2005 2004 2006 2005 2004 Bookers 35 35 47 40 41 46 75 76 93 Enquirers 97 109 101 78 64 88 175 173 189 Total 132 144 150 118 105 134 250 249 284 3 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Methodological Issues • Sample sourced from VSBTU’s database. • In all, interviews were completed with: 169 organisations who had contacted the BTU • 81 organisations which had been contacted by the BTU • • Results are sufficiently similar to allow us to present a composite view of all 250 respondents. Those who contacted the BTU were generally more positive in their views and more likely to recommend/book events in Scotland. 4 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparisons J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparison: Overview 2006 2005 2004 % Direct 53 58 53 Lower proportion of Direct vs 2005 Intermediary 47 42 47 Total Bookers 30 31 33 Similar proportions vs 2005 Total Enquirers 70 69 67 Direct Bookers 14 14 17 Constant vs 2005 Intermediary Bookers 16 16 16 Direct Enquirers 39 44 36 Lower proportion of Direct Enquirers vs 2005 Intermediary Enquirers 31 26 31 Base: All respondents 2006 (n = 250), 2005 (n = 249), 2004 (n = 284) 6 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparison: Gender FEMALE FEMALE % Male Female 2005 2004 Total 29 71 68 70 (n = 250) Direct 78 74 24 76 (n = 132) Intermediary 35 65 55 66 (n = 118) Bookers 33 67 64 73 (n = 75) Enquirers 27 73 70 68 (n = 175) •• Skew towards females in the sample stable and consistent with the Skew towards females in the sample stable and consistent with the industry environment industry environment 7 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparison: Number of business events planned each year MEAN MEAN MEAN NUMBER OF EVENTS COMPANY PLAN ANNUALLY 2005 2004 = Total 86 67 85 (n = 250) Direct 56 47 47 (n = 132) Intermediary = 126 89 125 (n = 118) 108 86 Bookers 95 (n = 75) Enquirers 81 76 58 (n = 175) 8 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparison: Number of business events planned each year MEAN NUMBER OF EVENTS PERSONALLY PLAN ANNUALLY Total 59 (n = 250) Direct 33 (n = 132) Intermediary 89 (n = 118) Bookers 78 (n = 75) Enquirers 51 (n = 175) 9 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Profile Comparison: Number of delegates on last enquiry MEAN MEAN MEAN NUMBER OF DELEGATES 2005 2004 Total 137 151 154 (n = 250) Direct = 151 167 158 (n = 132) Intermediary 118 132 150 (n = 118) Bookers 128 188 173 (n = 75) Enquirers = 141 130 144 (n = 175) •• Mean numbers of events has remained stable, but … Mean numbers of events has remained stable, but … •• Mean number of delegates has increased year-on-year Mean number of delegates has increased year-on-year 10 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Current Usage of BTU J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Length of Relationship with BTU: 2006 vs 2005 2005 % 26 Less than 1 yr 27 28 25 16 From 1 & up to 2 yrs 11 30 18 16 From 2 & up to 3 yrs 10 11 19 5 From 3 & up to 4 yrs 6 4 5 7 From 4 & up to 5 yrs 7 10 6 15 Over 5 yrs 10 6 20 15 9 Don’t know 31 7 All BTU contacted client All client contacted BTU Composite Sample •• Organisations that contacted BTU have aalonger relationship than those Organisations that contacted BTU have longer relationship than those contacted by the BTU contacted by the BTU Base: All those who were contacted by BTU 2006 (n = 81) All those who contacted BTU 2006 (n = 169) 12 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Length of Relationship with BTU: Bookers vs Enquirers % 2006 2005 4 8 9 12 15 18 16 10 8 19 Don’t know 15 7 6 9 14 5 Over 5 yrs 6 5 8 7 5 10 8 10 5 From 4 & up to 5 yrs 5 11 16 11 From 3 & up to 4 yrs 28 26 30 From 2 & up to 3 yrs 16 16 39 16 From 1 & up to 2 yrs 35 Less than 1 yr 29 28 26 19 13 Total Bookers Enquirers Total Bookers Enquirers (n = 250) (n = 75) (n = 175) (n = 249) (n = 76) (n = 173) •• The 2006 sample have aamore established relationship with BTU than those in the The 2006 sample have more established relationship with BTU than those in the 2005 sample 2005 sample 13 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Frequency of Use in last 12 months: Bookers vs Enquirers 2005 2006 % MEAN 2006 3.4 4.2 2.9 MEAN 2004 3.5 4.2 3.2 3.4 4.9 2.7 MEAN 2005 13 13 13 16 24 28 3 4 5 9 11 13 16 5 Don’t know 1 4 14 6 11 15 10 10+ times 12 17 17 6-10 times 35 30 34 4-5 times 31 33 2-3 times 33 Once 27 27 24 22 15 11 Total Bookers Enquirers Total Bookers Enquirers (n = 250) (n = 75) (n = 175) (n = 249) (n = 76) (n = 173) •• Mix of one-off enquiries and more regular contact Mix of one-off enquiries and more regular contact •• Bookers have more regular contact with the BTU than Enquirers Bookers have more regular contact with the BTU than Enquirers •• Overall frequency of use has remained stable since 2004 Overall frequency of use has remained stable since 2004 14 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Length of Relationship with BTU: Direct vs Intermediary % 2006 2005 3 9 10 12 14 15 15 10 6 19 Don’t know 19 8 15 7 6 3 6 9 Over 5 yrs 5 8 7 7 10 2 5 8 From 4 & up to 5 yrs 17 14 16 36 From 3 & up to 4 yrs 19 30 13 22 From 2 & up to 3 yrs 16 19 From 1 & up to 2 yrs 33 29 28 27 26 Less than 1 yr 17 Total Direct Intermediary Total Direct Intermediary (n = 250) (n = 132) (n = 118) (n = 249) (n = 144) (n = 105) •• Length of relationship with BTU among Direct customers more polarised than Length of relationship with BTU among Direct customers more polarised than among Intermediaries among Intermediaries •• 2006 Direct sample more polarised in length of relationship compared to 2005 2006 Direct sample more polarised in length of relationship compared to 2005 15 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Frequency of Use in last 12 months: Direct vs Intermediary 2005 2006 % 3.4 2.8 4.0 MEAN 2006 MEAN 2004 3.5 3.0 4.0 3.4 3.1 3.7 MEAN 2005 12 13 13 14 24 4 2 5 32 7 8 11 14 10 5 Don’t know 14 6 3 15 3 13 10+ times 16 12 12 6-10 times 31 34 4-5 times 35 31 28 38 2-3 times Once 32 24 22 22 22 14 Total Direct Intermediary Total Direct Intermediary (n = 250) (n = 132) (n = 118) (n = 249) (n = 144) (n = 105) •• Mix of one-off enquiries and more regular contact Mix of one-off enquiries and more regular contact •• Overall frequency of use has remained stable since 2004 Overall frequency of use has remained stable since 2004 16 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Events booked following contact with BTU % Composite Sample 30 70 Not (n = 250) Contacted BTU Booked Booked 2006 All BTU contact client 7 Once 16 35 93 (n = 81) 2-5 times 49 44 All client contacted BTU 5+ times 23 13 41 59 (n = 169) Not Booked Booked Once 11 27 2005 All client contacted BTU 2-5 times 50 40 31 69 (n = 249) 5+ times 24 5 Not Booked Booked All client contacted BTU 2004 33 67 Once 19 36 (n = 284) 2-5 times 50 48 Event booked Event not booked 5+ times 22 9 •• Customers with more regular contact showed higher propensity to book Customers with more regular contact showed higher propensity to book 17 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Frequency of Booking Business Events in last 12 months 2006 2005 % 5.0 4.1 5.9 MEAN 2004 MEAN 2006 4.1 1.8 6.2 4.3 3.3 5.1 MEAN 2005 7 10 13 13 14 20 6 22 16 12 3 9 Don’t know 22 9 5 10 6 5 11 6 10+ times 12 15 14 17 6-10 times 24 18 19 29 4-5 times 69 2-3 times 43 25 35 32 22 Once 6 Total Direct Intermediary Total Direct Intermediary (n = 68) (n = 32) (n = 36) (n = 76) (n = 35) (n = 41) •• On average four events were booked in the last year, consistent with that recorded in 2005 On average four events were booked in the last year, consistent with that recorded in 2005 •• On average 85 events are planned aayear with Scotland only having an average 44events, thus huge potential On average 85 events are planned year with Scotland only having an average events, thus huge potential exists exists •• To maximise this potential, Scotland needs to be kept top of mind with constant reminders To maximise this potential, Scotland needs to be kept top of mind with constant reminders •• Intermediaries book more events in Scotland than direct contacts, as seen previously… Intermediaries book more events in Scotland than direct contacts, as seen previously… •• And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in 2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year 2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year Base: All those who have booked an event 2006 (n = 75); 7 not asked question 18 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Overall influence of BTU in decision to book: 2006 % NOTE: Low base size (n == 49) NOTE: Low base size (n 49) 24 31 45 5.8 TOTAL Very influential Quite influential Not Very/Not at all influential •• Approximately aaquarter (24%) of bookers felt that the BTU were very influential in their decision to Approximately quarter (24%) of bookers felt that the BTU were very influential in their decision to book book •• Decision to book likely to be owing to aamultitude of factors e.g. budget, capacity, availability, BTU Decision to book likely to be owing to multitude of factors e.g. budget, capacity, availability, BTU needs to ensure wherever possible that ititis able to communicate and meet the requirements of needs to ensure wherever possible that is able to communicate and meet the requirements of potential bookers in each of these key areas potential bookers in each of these key areas Base: All those who have booked a business event in Scotland, excluding don’t know ratings (n = 49) 19 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Satisfaction with Events Held in Scotland J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Satisfaction with Transportation NOTE: Low base size (n == 37) NOTE: Low base size (n 37) % 7.5 Ease of getting to 7.6 Scotland 8.2 7.3 Ease of getting 7.3 around Scotland 7.9 Mean 2006 Mean 2005 Mean 2004 •• Ease of getting to and travelling around Scotland scores well, peace of mind for Ease of getting to and travelling around Scotland scores well, peace of mind for VisitScotland since this is an aspect over which they have little control VisitScotland since this is an aspect over which they have little control •• Promotion of Scotland as an accessible area needs to be translated into actual Promotion of Scotland as an accessible area needs to be translated into actual experience so as not to fall short of expectations experience so as not to fall short of expectations Base: All those whose event has already taken place 2006 (n = 37) 21 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Satisfaction with Accommodation NOTE: Low base size (n == 37) NOTE: Low base size (n 37) % 7.6 Quality of 8.1 accommodation 8.2 7.4 Capacity of 8.1 accommodation 8.1 7.3 Catering at 8.0 accommodation 8.2 7.5 Helpfulness of 8.3 staff at hotels 8.1 Mean 2006 Mean 2005 Mean 2004 •• Lower mean scores for each aspect of accommodation compared to 2005 and 2004 Lower mean scores for each aspect of accommodation compared to 2005 and 2004 •• High expectations surrounding accommodation, potential for this to be the ‘make or mar’ High expectations surrounding accommodation, potential for this to be the ‘make or mar’ of the experience of the experience Base: All those whose event has already taken place 2006 (n = 37) 22 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Satisfaction with Venues NOTE: Low base size (n == 37) NOTE: Low base size (n 37) % 7.6 Quality of 8.2 venues 8.2 7.5 Capacity of 8.0 venues 8.2 7.5 Catering at 8.1 venues 7.7 7.8 Helpfulness of 8.4 staff at venues 8.2 Technical 7.4 support at 7.6 venues 7.4 Mean 2006 Mean 2005 Mean 2004 •• Lower mean scores for each aspect of the venues rating compared to 2005 and 2004 Lower mean scores for each aspect of the venues rating compared to 2005 and 2004 •• Again there will be high expectations surrounding the venue itself, important that the Again there will be high expectations surrounding the venue itself, important that the venues in Scotland meet the standards seen elsewhere in the UK venues in Scotland meet the standards seen elsewhere in the UK Base: All those whose event has already taken place 2006 (n = 37) 23 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Satisfaction with Other Features NOTE: Low base size (n == 37) NOTE: Low base size (n 37) % 8.2 Incentive 7.8 programme activities 8.3 8.1 Quality team 7.8 building activities 8.3 8.6 Service provided by 8.9 Scottish-based PCO or DMC 8.6 7.7 7.7 Value for money 7.6 Mean 2006 Mean 2005 Mean 2004 Base: All those whose event has already taken place 2006 (n = 37) 24 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Overall Satisfaction with Event NOTE: Low base size (n == 37) NOTE: Low base size (n 37) % MEAN 2006 8.1 76 19 5 TOTAL 2005 75 21 8.3 4 2004 82 18 8.4 7.8 71 24 6 2006 71 29 8.2 DIRECT 2005 86 14 8.6 2004 80 15 5 2006 8.4 INTERMEDIARY 79 14 2005 7 8.4 75 25 2004 8.2 Very satisfied Quite satisfied Not Very/Not at all satisfied Don’t know •• Satisfaction levels are very high and have been maintained year-on-year, although Satisfaction levels are very high and have been maintained year-on-year, although the proportion overall very satisfied remains below those recorded in 2004 the proportion overall very satisfied remains below those recorded in 2004 Base: All those whose event has already taken place 2006 (n = 37) 25 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Facilities, Services & Entertainment: Suggested Improvements % Be varied, at the moment we have made a booking for people who want a No improvements needed/satisfied 8 country house instead of a with what they are doing hotel, so if they could have Getting to and from a wide selection of options Improve staff/better Scotland from more remote 3 staff training areas of the UK is quite difficult in some cases Improve 3 catering Wider selection of venues 3 Always provide us with (size and type) well trained professional staff in every venue Improve access 3 to Scotland Provide bigger hotels and Other 14 bigger venues, because if you have a big group it can be very difficult Don’t 65 Know Base: All those whose event has already taken place 2006 (n = 37) 26 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Likelihood to Re-use Likelihood to Recommend J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Likelihood of Considering Scotland: Bookers vs Enquirers MEAN LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS % TOTAL 2006 55 18 17 7.6 9 8.5 2006 65 17 7 11 BOOKERS ENQUIRERS 2006 52 18 22 9 7.3 Extremely likely Quite likely Unlikely/not at all likely Don’t know •• 73% were likely to consider Scotland when planning business events in the future, with 88 73% were likely to consider Scotland when planning business events in the future, with out of 10 bookers likely to do so out of 10 bookers likely to do so •• 22 in 10 enquirers were unlikely to consider Scotland ~~ exploring why could further in 10 enquirers were unlikely to consider Scotland exploring why could further understanding of barriers understanding of barriers Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175) 28 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Likelihood of Considering Scotland: Direct vs Intermediary LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS % MEAN TOTAL 2006 55 18 17 9 7.6 48 20 23 7.1 2006 9 DIRECT INTERMEDIARY 2006 65 14 11 8.3 9 Extremely likely Quite likely Unlikely/not at all likely Don’t know •• Intermediaries demonstrate greater likelihood of considering Scotland in the future than Intermediaries demonstrate greater likelihood of considering Scotland in the future than Direct BTU users Direct BTU users Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118) 29 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Likelihood of Booking Events in Scotland: Bookers vs Enquirers % LIKELIHOOD OF BOOKING BUSINESS EVENTS IN MEAN SCOTLAND IN NEXT 12 MONTHS TOTAL 2006 48 8 33 12 6.7 67 7 17 8.1 2006 9 BOOKERS ENQUIRERS 2006 39 8 40 6.0 13 Extremely likely Quite likely Unlikely/not at all likely Don’t know •• Bookers more likely to book business events in Scotland in the next 12 months Bookers more likely to book business events in Scotland in the next 12 months ~~suggestion of loyalty to brand? suggestion of loyalty to brand? Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175) 30 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Likelihood of Booking Events in Scotland: Direct vs Intermediary % LIKELIHOOD OF BOOKING BUSINESS EVENTS IN MEAN SCOTLAND IN NEXT 12 MONTHS TOTAL 2006 48 8 33 12 6.7 38 6 45 5.8 2006 11 DIRECT INTERMEDIARY 2006 58 9 20 7.7 13 Extremely likely Quite likely Unlikely/not at all likely Don’t know •• Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12 Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12 months than Direct BTU users months than Direct BTU users Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118) 31 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Perceptions of Scotland J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Perceptions Of Scotland MEAN MEAN 2005 2004 Scotland has dramatic landscapes 9.2 9.3 9.1 Scotland has warm & welcoming people 8.3 8.5 8.4 Scotland has unique venues 8.2 8.2 8.2 Scotland takes good care of its natural environment 7.9 Scotland has the best golf in the world 7.7 7.7 7.6 Scotland has a thriving economy & strong business community 7.2 Scotland is easy to get to 7.1 7.3 7.5 Scotland has a tradition of innovation 6.9 7.0 7.0 Scotland is at the leading edge of technology 6.4 •• Scotland is strongly associated with dramatic landscapes and welcoming people Scotland is strongly associated with dramatic landscapes and welcoming people •• ItItis also recognised as aaplace with unique venues ~~an important differentiator is also recognised as place with unique venues an important differentiator •• However, less evident is its innovation and technological capabilities However, less evident is its innovation and technological capabilities •• Scotland as aa place that is easy to get to also receives lower ratings, although this is Scotland as place that is easy to get to also receives lower ratings, although this is perception rather than experience. Promoting the range of fast/direct transport links to perception rather than experience. Promoting the range of fast/direct transport links to Scotland will help to address this perception Scotland will help to address this perception Base: All respondents 2006 (n = 250), 2005 ( n= 249), 2004 (n = 284) 33 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Perceptions Of Scotland: Bookers vs Enquirers; Direct vs Intermediary Bookers vs Enquirers Direct vs Intermediary 9.1 9.2 Scotland has dramatic landscapes 9.2 9.1 8.5 8.3 Scotland has warm & welcoming people 8.3 8.5 8.4 8.1 Scotland has unique venues 8.1 8.3 Scotland takes good care 7.8 8.0 of its natural environment 8.0 7.8 7.6 7.7 Scotland has the best golf in the world 7.8 7.7 7.2 7.2 Scotland has a thriving economy & strong business community 7.2 7.3 7.4 7.1 Scotland is easy to get to 6.9 7.0 7.3 6.9 Scotland has a tradition of innovation 6.9 7.1 6.7 6.4 Scotland is at the leading edge of technology 6.3 6.4 Bookers Enquirers Direct Intermediary Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175); Direct (n = 132); Intermediary (n = 118) 34 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Drivers of Satisfaction J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Correlation analysis - Introduction (1) • BDRC’s statistical consultants have calculated the correlation between each rating scale on the survey and Satisfaction with event in Scotland • Likelihood of using Scotland for future events • • These correlation factors measure importance of each rating scale • The next charts show how closely these rating scales correlate with relevant KPIs 36 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Extent to Which Factors Drive Overall Satisfaction with Event in Scotland 0.80 Quality of team-building activities 0.75 Helpfulness of staff at conference venues 0.74 Quality of conference venues 0.60 Technical support at conference venues 0.48 Value for Money 0.43 Capacity of accommodation 0.40 Quality of accommodation 0.38 Catering at conference venues 0.37 Quality of incentive programme activities 0.36 Catering at accommodation 0.35 Ease of travelling around Scotland 0.31 Helpfulness of staff at the hotel (s) 0.27 Ease of getting to Scotland 0.19 Capacity of conference venues Service provided by PCO / DMC -0.03 •• Three of the top four focus on venues Three of the top four focus on venues •• Accommodation and activities are of middling importance Accommodation and activities are of middling importance •• Travel issues are far down the list Travel issues are far down the list Red bars are significant at 95% Regression : Correlation Scores (max = 1) 37 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Extent to Which Factors Drive Likelihood of Using Scotland for Future Events 0.52 Helpfulness of staff at conference venues 0.52 Quality of incentive programme activities 0.39 Quality of team-building activities 0.36 Ease of travelling around Scotland 0.34 Technical support at conference venues 0.34 Service provided by PCO / DMC Helpfulness of staff at the hotel (s) 0.29 0.29 Value for Money Quality of conference venues 0.21 Catering at accommodation 0.21 Catering at conference venues 0.19 Capacity of conference venues 0.11 Ease of getting to Scotland 0.03 Quality of accommodation -0.07 Capacity of accommodation -0.17 •• While there was some diversity of importance, none of the While there was some diversity of importance, none of the importance scores was significant, implying that there may be aa importance scores was significant, implying that there may be good degree of volatility in these responses. good degree of volatility in these responses. Red bars are significant at 95% Regression : Correlation Scores (max = 1) 38 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Correlation analysis - Introduction (2) • The scatter chart that follows plots the rating scores against the correlation factors (which indicate importance). • These charts indicate where management priorities may be set: PRIME FOCUS where importance is high, but scores are low 1. High scores and high importance are points where standards MUST NOT SLIP 2. High scores and low importance can be given LOWER PRIORITY, invested in when 3. all the more pressing needs have been addressed Where both scores and importance are both low the management imperative is to 4. AVOID “ACCIDENTS” 39 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Areas for Focus - Impact on Overall Satisfaction with Event in Scotland 9 LOW IMPORTANCE, HIGH SCORE HIGH IMPORTANCE, HIGH SCORE Service provided Average score (out of 10) by PCO/DMC Quality of incentive programme activities Quality of team-building activities 8 Helpfulness of staff at conference venues Value for Quality of Quality of money conference Ease of getting accommodation venues to Scotland Capacity of Catering at conference venues conference venues Helpfulness of Capacity of staff at the Technical support accommodation hotel(s) at conference venues Catering at Ease of travelling around Scotland accommodation LOW IMPORTANCE, LOW SCORE HIGH IMPORTANCE, LOW SCORE 7 -0.4 -0.2 0 0.2 0.4 0.6 0.8 Derived (modelled) importance 40 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Summing Up J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07
    • Summing up • The average number of events planned in 2006 is stable after a rise between 2004 and 2005. The gap in number of events planned is closing as between bookers and enquirers • for events in Scotland, suggesting that there may be more competition in the market as bookings spread through a wider range of firms. • The mean number of delegates is rising… …tentatively suggesting some renewed confidence among clients staging bigger • events or being more willing to allow attendance at association or commercial events. • Bookers were more likely to consider Scotland than enquirers; Intermediaries were more likely to consider Scotland than directs • Events in Scotland were again rated as highly as in 2005, though there was no return to the even higher levels of 2004. 42 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07