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Ask Afrika Orange Index 2016/2017

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Brand reputation relies heavily on exemplary service delivery and getting this right rests on having a deep understanding of what customers want out of an interaction with employees.

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Ask Afrika Orange Index 2016/2017

  1. 1. All the Kings horses and all the King’s men…
  2. 2. Status
  3. 3. Mobile Top 20 Overall Winners Base:15,000 10th The Ask Afrika Orange Index® Benchmark 2016 = 67.03
  4. 4. 25 20 16 7 6 8 7 6 5 11 8 12 8 5 5 6 65 70 75 82 85 83 81 83 86 82 85 80 84 89 90 89 23 29 33 32 38 37 35 39 44 41 42 42 44 51 53 50 0 10 20 30 40 50 60 70 80 90 100 Average Rating 2001 Average Rating 2002 Average Rating 2003 Orange Index 2004 Average Rating 2005 Orange Index 2006 Orange Index 2007 Orange Index 2008 Orange Index 2009 Orange Index 2010 Orange Index 2011 Orange Index 2012 Orange Index 2013 Orange Index 2014 Orange Index 2015 Orange Index 2016 Dissatisfaction (0-4) Satisfaction including Delight (6-10) Delight (9-10) Ask Afrika Orange Index® Benchmark Service levels over time
  5. 5. A polarised world influences industry performance
  6. 6. Service levels increased across most industries Automotivecompanies Foodretailstores PrivateHospitals Petrolstations Fastfoodoutlets ClothingRetail Long-terminsurance companies Casinos Banking HomeandDécor Short-terminsurance Companies MedicalAidcompanies Telecommunications Industry perfomance 2015 Industry perfomance 2016 Ask Afrika Orange Index® Benchmark The Ask Afrika Orange Index® Benchmark 2016 = 67.03
  7. 7. Service levels increased across most industries FurnitureShops InternetServiceProviders VehicleConsumables Entertainment Cartracker SportRetail ElectronicsandWhite Goods Buildingretail Hotels Airlines Industry perfomance 2015 Industry perfomance 2016 Ask Afrika Orange Index® Benchmark The Ask Afrika Orange Index® Benchmark 2016 = 67.03
  8. 8. Customer expectations over time Top performing industries 2012 2013 2014 2015 2016 Automotive Automotive Automotive Clothing retail Automotive Food retail Telecommunications Food retail Food retail Food retail Top annual service drivers 2012 2013 2014 2015 2016 Appreciation show for urgency of request Overall communication skills The interaction provides you with a positive experience Ability to keep agreed deadlines The overall level of interest shown by the employees in you as an individual Really understand your needs Understand request / queries Ability to keep to agreed timelines The ability of employees to make you feel confident about their ability to help you The professionalism of employees in dealing with you 1 2 1 2
  9. 9. “The need for instant gratification is not new, but our expectation of ‘instant’ has become faster, and as a result, our patience is thinner,” – Narayan Janakiraman - assistant professor of marketing at the University of Texas
  10. 10. Social Psyche
  11. 11. The current psyche I want what I want and I want it when I want it…NOW
  12. 12. Authentically congruent Loyalty People Process Emotion Trust & Reputation
  13. 13. 0 10 20 30 40 50 60 70 80 90 100 AverageRating2001 AverageRating2002 AverageRating2003 AverageRating2004 AverageRating2005 AverageRating2006 AverageRating2007 AverageRating2008 AverageRating2009 AverageRating2010 AverageRating2011 AverageRating2012 AverageRating2013 AverageRating2014 AverageRating2015 AverageRating2016 Service trend for Public and Private Ask Afrika Orange Index® Score Government Trend Tracking
  14. 14. So much for loyalty
  15. 15. Delicate Trust
  16. 16. We are buying into a belief and the evidence lies in responsiveness People .226 PsycheEvidence • Im happy with the relationship I have with the company • Im happy with their investment in the community • Employees are happy to deal with me • They provide me with peace of mind • They have my best interest at heart • Im getting personalized, individual attention • They are interested in me as an individual • They are treating their customers fairly • I get first call resolution • I’m satisfied with the time taken to resolve my queries • They keep me informed and up to date with the process throughout the conversation Process Emotion (congruence)
  17. 17. 0 20 40 60 80 100 Service Reputation FCR TCF Effort Trust Loyalty Relationship Delighted Happy Didn't feel anything Dissapointed Disgusted Emotions drive decisions
  18. 18. The Challenge of Segmentation
  19. 19. Authentically generic
  20. 20. Overall GP EC FS MP NW White Indian Female R3,000 to R5,999 R12,000 to R19,999 R40,000 or more Generation X

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