This document outlines Hansa Research's proposed methodology for conducting a benchmarking study of ING Vysya Bank's customer satisfaction levels compared to its major competitors. The study would measure turnaround times and customer satisfaction for key services like opening accounts, processing loans, and handling complaints. Hansa Research would conduct face-to-face interviews in multiple cities across India with ING and competitor bank customers who have used the target services in the last 6 months. The interviews would assess overall satisfaction levels and ratings across important service dimensions to identify strengths and weaknesses. Hansa Research would provide a detailed report analyzing the findings to help ING identify areas for improving customer service and satisfaction.

1. Benchmarking Customer Satisfaction :
ING vs. Competition
Prepared for
ING Vysya Bank
Prepared by
August, 2010
1

2. Research Background
•
ING wishes to carry out a benchmarking exercise viz. its major competition, on
certain key customer service delivery parameters.
•
This exercise specifically aims at evaluating where
competition on the turnaround times relating to the:
ING stands with respect to
– Opening of savings and current accounts
– Disbursement of business and car loans
– Handling of customer complaints
•
In this context, ING has requested Hansa Research to submit a proposal for research
•
This document outlines Hansa Research’s approach to the proposed benchmarking
exercise.
2

3. Research Objectives
•
The primary goal of this research is to measure turnaround times with respect to the
following :
– Opening of savings and current accounts
– Disbursement of business and car loans
– Handling of customer complaints
•
However, in addition to this, a customer survey such as this should also do the
following for each of these services:
– Identify the process that constitute a customer’s experience
– Compare the satisfaction level of ING’s customers with that of competition’s
– Unearth the weaker areas in the product / service offering that leads to customer
dissatisfaction and strengths that reinforce satisfaction and loyalty
– Hence, provide strategic input to identify focus areas
•
In order to fulfill above objectives, HRG proposes to use ACT - its proprietary
‘Customer Satisfaction model’
3

4. Information Areas
4

5. Information Areas
•
•
•
Demographics
Banks dealt with
Types of services availed from the various banks deal with
–
–
–
–
–
•
Opening of current a/c
Disbursement of business loan
Opening of savings a/c
Disbursement of car loan
Lodging of customer complaints
If deals with more than one bank
–
Main bank; reasons for being the main bank (do most of the transactions from this bank, keep most of money in this
bank, most of the products taken from this bank etc…)
Rest of the information areas would then be asked only for the services availed from the main bank
– Overall satisfaction with the bank; Reasons
– For each financial service availed from the bank
• Overall performance rating; Reasons
• Total turnaround time
• Expected turn around time
• Rating on the speed of delivery
• Likelihood to recommend; Reasons
• Willingness to continue in future; Reasons
• Ratings on various service dimensions
– Each service would be broken down in to key service dimensions across the various stages of customer
relationship. These dimensions would be further broken down in to parameters. Ratings on criticality of and
satisfaction on each of these dimensions and parameters would then be taken. Identifying these service
dimensions and parameters would be done in consultation with the Client. An e.g. of this exercise is given
on the next pages (7 and 8)
5

6. Identification of the service dimensions for opening Account
Account Opening
Account opening
Stage
Providing
Welcome kit
Issue of
ATM card
Sections (Stages of
relationship)
Issue ATM pin
Overall Impression of
account opening officer
Politeness and courtesy
Appearance and Grooming
Punctuality
Documentation
Ease of documentation process
Options of alternate documents
Flexibility in the documentation process
6

7. Identification of the service dimensions for disbursement of loans
Sections (Stages of
relationship)
Loans
Initial Contact
Stage
Application
Processing
Overall Impression of
Sales Manager
Loan Sanction
Loan
Disbursement
Post disbursement
Politeness and courtesy
Appearance and Grooming
Punctuality
Knowledge and
Competence
Understanding requirements
Knowledge of company and process
Communication skills
Knowledge of competition products
7

8. Research Methodology
8

9. Research Methodology
•
Target Group
– As per the Client’s brief, there are two broad target groups of interest
– Small business enterprises who have–
–
Availed of the services of interest, namely, current account, business loans or customer
complaints in the last six months (6 months is taken to ensure the recency of the
experience)
An annual revenue between 15 lakhs to 4 crores
– Individuals who have
–
Availed of the services of interest, namely, savings account, car loans or customer
complaints in the last six months (6 months is taken to ensure the recency of the
experience)
9

10. Research Methodology (cont’d…)
•
Research Design
– Face to face Interviews would be conducted using semi structured questionnaires
– There may be cases where a customer has availed all the 3 relevant services in the last 6
months. Questioning them in detail on all the three, however, would burden them beyond
acceptable levels. In such cases, we suggest taking responses on the overall satisfaction and
turn around time for all the 3 services and detailed questioning on only 2 out of the 3
services. This design would ensure that our prime question of the turnaround time is
answered for all the services experienced by the respondents without making the
interview too long.
– The order of service exposure would of course be rotated across respondents, so as to
minimize any order bias
10

11. Research Methodology (cont’d…)
•
Sampling
– Client sample: ING would provide the database of the customers who have availed the
services of interest in the last six months
• A random sampling method would be employed in order to select respondents from the Client
database.
• A telephonic screener questionnaire would be done to assess the eligibility of the selected
respondent. If eligible, a Hansa interviewer would fix time and location as per respondent’s
convenience for the detailed interview.
– Competition sample
• A list of branches of competition banks will be obtained through the internet for each research
center .
• The total sample size would be spread across all the branches per center so that the geographical
spread of the city would be maintained.
Hansa will define the competition with the help of the Client. However, as
already discussed, the Client has to ensure that the competition is adequately
present in the cities proposed for this research
11

12. Research Methodology (cont’d…)
•
Research Centers
– As per the client’s suggestion, this research is to be undertaken in the North, South and
West zones. However, in keeping with their business strategy, the Client would like this
research to focus more on the North zone .
• The centers chosen within each of these zones need to ensure the representation of the different
tiers of towns, geographical spread and the Client’s presence. Keeping these factors in mind,
Hansa proposes the following centers
Town Selection
North
South
West
Tier 1
Delhi
Chennai
Mumbai
Tier 2
Lucknow and Ludhiana
Vizag
Bhopal
12

13. Research Methodology (cont’d…)
•
Sample Sizes - SMBs
Option 1: City wise
Reporting
South
West
Per service /per
bank
30
450
Lucknow
30
450
Ludhiana
North
Town
Delhi
Zones
Total sample
size (3 services
and assuming 5
banks to be
covered)
30
450
Chennai
30
450
Vizag
30
450
Mumbai
30
450
Bhopal
30
450
210
3150
Option 2 : Zone wise
Reporting
Total Sample sizes
Per service /per
bank
Total sample
size (3 services
and assuming 5
banks to be
covered)
30
450
30
450
30
450
90
1350
– The total no. of interviews may be lesser than the above mentioned nos if respondents
qualify for questioning on more than one service
13

14. Research Methodology (cont’d…)
•
Sample Sizes - Individuals
Option 1: City wise
Reporting
South
West
Per service /per
bank
30
450
Lucknow
30
450
Ludhiana
North
Town
Delhi
Zones
Total sample
size (3 services
and assuming 5
banks to be
covered)
30
450
Chennai
30
450
Vizag
30
450
Mumbai
30
450
Bhopal
30
450
210
3150
Option 2 : Zone wise
Reporting
Total Sample sizes
Per service /per
bank
Total sample
size (3 services
and assuming 5
banks to be
covered)
30
450
30
450
30
450
90
1350
– The total no. of interviews may be lesser than the above mentioned nos if respondents
qualifies for more than one service
14

15. Hansa’s approach
ACT Measurement Indices
15

16. Performance Measurement - HANSA’s Approach
PERFORMANCE MEASUREMENT :
10 Point Scale with anchored end points
10
Excellent
09
08
07
06
05
04
03
02
01
Ext. Poor
16

17. Criticality Measurement - HANSA’s Approach
Let the customer specify how ‘Critical’ (not just important) is a dimension to him in
keeping a relationship going – in the context of the service
CRITICALITY MEASUREMENT :
This is an extremely
important dimension
and if some other
company delivers
beyond my expectation
on this dimension, I will
definitely switch to the
product of that
company
This is a very
important dimension
and if some other
company delivers
beyond my
expectation on this
dimension, I will
probably switch to
the product of that
company
This is an important
dimension, but even if
some other company
delivers beyond my
expectation on this
dimension, I may not
switch to the product
of that company
This is not so important
dimension, and even if
some other company
delivers beyond my
expectation on this
dimension, I will
definitely not switch to
the product of that
company
4
3
2
1
17

18. Performance x Criticality = ACT WINDOW
PERFORMANCE
High
Analyze to see if these have been
over invested in
Low priority areas - tackle later
Maintain
Key action areas
Low
Low
CRITICALITY
High
18

19. Customer ACT Deliverables
19

20. ACT DETAILED SCORE CARD - The ACT Blue Print©
The ACT Blue Print that has the following components:
I.
Executive Summary
II.
Customer Satisfaction
I. Turnaround Time
II. Overall Customer Satisfaction
I.
II.
For customers
Across various dimensions of service delivery (Time taken, Competence, Impression etc.)
III. Relative Criticality
IV. ACT Actionable Window - Criticality vs. Performance
III.
Diagnostics into customer satisfaction
I. Reasons for Satisfaction / Dissatisfaction
II. Likes / Dislikes with relevant dimensions
III. Dimensions in service delivery that need improvement
IV. How can delivery on service dimensions be improved?
IV.
Action Plan to improve satisfaction among customer segments
20

21. REPORT CARD - Turnaround Time
ING Vysya
vs. Bank 1
ING Vysya
vs. Bank 2
ING Vysya
vs. Bank 3
ING Vysya
vs. Bank 4
Savings A/c
++
++
--
+
Current A/c
=
--
++
=
Business Loan
-
=
-
-
Car Loan
+
+
-
+
Customer Complaint
+
=
-
=
“++” indicates “significantly lower turnaround time”
“--” indicates “significantly higher turnaround time”
“+” indicates “directionally lower turnaround time”
“-” indicates “directionally higher turnaround time”
“=” indicates “significantly lower turnaround time”
21

22. TURNAROUND TIME - In Days
ING
Vysya
Bank 1
Bank 2
Bank 3
Bank 4
Actual TA time (Mean)
4.8
3.4
5.4
4.6
6.7
Expected TA time (Mean)
4
3
5
4
6
Actual TA time (Mean)
3.5
3.9
6.9
5.5
7.5
Expected TA time (Mean)
4
5
6
5
7
Actual TA time (Mean)
3.6
5.4
5.9
3.8
4.5
Expected TA time (Mean)
3
5
6
3
4
Actual TA time (Mean)
5.2
4.5
8
6.9
5
Expected TA time (Mean)
5
4
6
7
4
Actual TA time (Mean)
1.6
1.3
3.1
3.2
2.5
Expected TA time (Mean)
2
1
2
3
2
Turnaround (TA) time (In Days)
Savings A/c
Current A/c
Business
Loan
Car Loan
Customer
Complaint
22

23. ING
Vysya
Bank 1
Bank 2
Bank 3
Bank 4
Extremely
poor
Excellent
Bank Name
SPEED OF DELIVERY - Savings Account
10
9
37
8
7
6
6
5
22
4
3
2
5
30
5
30
5
30
5
30
5
1
30
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
23

24. ING
Vysya
Bank 1
Bank 2
Bank 3
Bank 4
Extremely
poor
Excellent
Bank Name
SPEED OF DELIVERY - Current Account
10
9
37
8
7
6
6
5
22
4
3
2
5
30
5
30
5
30
5
30
5
1
30
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
24

25. ING
Vysya
Bank 1
Bank 2
Bank 3
Bank 4
Extremely
poor
Excellent
Bank Name
SPEED OF DELIVERY - Business Loan
10
9
37
8
7
6
6
5
22
4
3
2
5
30
5
30
5
30
5
30
5
1
30
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
25

26. ING
Bank 1
Bank 2
Bank 3
Bank 4
Extremely
poor
Excellent
Bank Name
SPEED OF DELIVERY - Car Loan
10
9
37
8
7
6
6
5
22
4
3
2
5
30
5
30
5
30
5
30
5
1
30
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
26

27. ING
Vysya
Bank 1
Bank 2
Bank 3
Bank 4
Extremely
poor
Excellent
Bank Name
SPEED OF SOLVING - Customer Complaint
10
9
37
8
7
6
6
5
22
4
3
2
5
30
5
30
5
30
5
30
5
1
30
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
37
6
22
Mean - 6.9
27

28. Managing Quality
28

29. Quality Control
•
Hansa Research meets or exceeds industry standards for quality control in data
collection
and
data processing. The following steps would be taken to
ensure quality control:
– Fieldwork would be carried out by teams of interviewers trained by Hansa researchers and
senior field staff.
– A centralized briefing of our full data collection team would be organized on the goals and
specifications of a project before data collection.
– Daily contact with researchers during the fieldwork process.
– 25% of all interviewed would be back checked
– 10% of all interviews would be accompanied
– 100% of all questionnaires would be scrutinized
29

30. Required Investments
30

31. Time
Option 1 - City wise
Option 2 - Zone wise
Questionnaire Design
1 week
1 week
Field Material Preparation and Briefing
1 week
1 week
Field Work
2 weeks
1 ½ weeks
Tabulation and Analysis
1 week
1 week
Report Preparation
1 week
1 week
6 weeks
5 ½ weeks
TOTAL Time
31

32. Cost
Option 1 - City wise
Option 2 - Zone wise
SMB
10,92,000
5,20,000
Individual
7,51,000
3,60,000
TOTAL
18,43,000
8,80,000
• The costs given above do not include the mandatory service tax component of
10.36% payable to the Government of India
• Payment terms and conditions
– 50% advance at the stage of project commissioning
– 50% balance on presentation of findings
32

33. Hansa Research’s
Customer Satisfaction Experience
33

34. Customer Satisfaction Survey: Branch (Liability)
•
Objective: To capture customer feedback for the services offered at branches.
•
Methodology: Information is captured using a self-administered feedback form.
•
Scope: Services are monitored at around 390 branches spread across 188 cities of
India
•
Frequency: Continuous track (initiated in Dec 2003) where each branch is monitored
twice in a month and the data is reported on fortnightly basis.
•
Reporting: The data is reported by branch, city, cluster, region, zone and also by
different service parameters ( for instance, soft skills, waiting time etc)
– Data reported on fifth day from fieldwork
34

35. Customer Satisfaction Survey: Phone Banking
•
Objective: To capture customer feedback for the services offered at Phone Banking
Channel.
•
Methodology: Online survey where after seeking customer’s approval, the call is
transferred to the Research Officer who then captures customer’s feedback on
today’s experience. The data is captured on a website and gets automatically saved
on HRG’s server.
•
Frequency: Continuous track where the data is captured on daily basis. The data is
analyzed and reported on weekly basis.
•
Reporting: The data is reported by location (Mumbai, Hyderabad), skill (for instance,
credit card, loans etc), team leaders, etc and also by different service parameters ( for
instance, soft skills, waiting time etc)
35

36. Customer Satisfaction Survey: Email
•
Objective: To capture customer feedback on his experience on query resolution via
Email Channel.
•
Methodology: A customer may raise a query to the client via Email. The query then
gets transferred to different teams depending on the product or which the query has
been raised. Along with the resolution, goes a link where customer is requested to
submit his responses regarding his experiences on the query resolution process. The
data then gets automatically saved on HRG’s server.
•
Frequency: Continuous track where the data is captured on daily basis. The data is
analyzed and reported on weekly basis
•
Reporting: The data is reported separately for each product (for instance, credit card,
private banking, loans, FDs etc)
36

37. Service Quality Survey: Initial Interaction Experience
•
Objective: To capture customer feedback on his experience on the initial interaction
with the bank
•
Methodology: During the initial interaction with the bank, a customer gets a
welcome kit (across all the products and services). The kit along with other
documents, also contains a Business Reply Envelope (BRE) asking the customer to
submit his responses with respect to his experiences on the initial interaction with
the bank.
•
Frequency: Continuous track
•
Reporting: The data is analyzed and reported separately for each product (for
instance, credit card, savings account, loans, etc)
37

38. Customer Satisfaction Survey
•
Objective: To assess satisfaction using Hansa’s proprietary ACT model
– Factoring in criticality of individual dimensions across all interaction points
– Assessed against customers’ expectation
– Benchmarked across competition
•
Methodology :Respondents selected from database provided by client following
systematic random sampling, sorting by size of relationship. For benchmarking
competition customers selected purposively.
•
Sample size: 9000 covered across 32 cities
•
Products and Services covered in the study:
– Savings Account, Salary Account, Current Account
– Credit Cards
– Home Loan, Car Loan, Personal Loan, Commercial Vehicle Loan and Two Wheeler Loan
38

39. Engagement Team Profile
(Quantitative Research)
39

40. Anuradha Roy Chowdhury
Senior Vice President and Head of Hansa Tech
Hansa Research Group, Bangalore
Anuradha Roy Chowdhury heads Hansa Tech, the Technology research business of Hansa Research.
She has about 20 years of experience in all areas of Market Research including Customer Satisfaction Research,
Brand Health Measurement and monitoring, Advertising Research, Concept and Product Tests, Corporate
Image Measurement. Post launch evaluation, Pricing research, Baseline market studies, Demand estimations,
Industry/Category studies and Database building. This experience spans diverse categories and verticals … including
Technology, FMCG, Durables and Retail.
Anuradha has considerable experience in different data collection methodologies, including face to face, telephone
and Online. She has worked on data from a range of countries, including both developed markets such as the US and
UK, and developing ones such as India, Malaysia, China and Turkey.
Anuradha has a Masters degree in Research and Evaluation Methodology from Utah State University.
She was with ACNielsen ORG-Marg for 15 years prior to joining Hansa Research, where she help positions such as
Head - Branded Products, Head – Claritas Micromarketing and Head – Tobacco Business
40

41. Sonakshi Singh
Associate Research Director
Hansa Research Group, Bangalore
Sonakshi Singh has around 4 years of research experience in Quantitative research. During this period, she has
executed and managed projects of varying sizes across a number of categories. She has handled projects across
a wide stream of verticals such as FMCG, beverages, finance and IT
Also, she has experience in conducting and managing an array of customised and syndicated research studies …
to name a few  Product tests, Catchment area profiling, Advertisement concept tests, Pricing research,
Satisfaction measurement, Market sizing and Syndicated research.
Sonakshi has considerable experience in different data collection methodologies, including face to face,
telephone and Online. She has worked on data from a range of countries, including both developed markets
such as the US and UK, and developing ones such as India, Malaysia, China and Turkey.
Sonakshi has a post graduate degree in business administration
41

42. Gurpreet Singh Aulakh
Senior Research Executive
Hansa Research Group, Bangalore
Gurpreet Singh has around 3 years of research experience in Quantitative research. During this period, he has
executed and managed projects of varying sizes across a number of categories. This experience spans diverse
categories and verticals such as Technology, FMCG, Alcoholic beverages, Retail, and Durables.
Also, he has experience in conducting and managing an array of customised and syndicated research studies …
to name a few  Product tests, Catchment area profiling, Advertisement concept tests, Pricing research,
Satisfaction measurement, Market sizing and Syndicated research.
Gurpreet has considerable experience in different data collection methodologies, including face to face,
telephone and Online. He has worked on data from a range of countries, including both developed markets such
as the US and UK, and developing ones such as India, Malaysia, China and Turkey.
Gurpreet has a bachelors degree in electronics and communication engineering and a post graduate
degree in business administration.
42

43. CH Jagadish
Senior Research Executive
Hansa Research Group, Bangalore
Jagadish currently works with Hansa Tech, the Technology research business of Hansa Research.
He has 2 years of research experience in Quantitative research. During this period, he has executed and
managed projects of varying sizes across a number of categories. This experience spans diverse categories and
verticals such as Technology, Alcoholic beverages, Retail, and Durables.
Also, he has experience in conducting and managing an array of customised and syndicated research studies …
to name a few  Product tests, Catchment area profiling, Advertisement concept tests, Satisfaction
measurement and Syndicated research.
Jagadish has considerable experience in different data collection methodologies, including face to face,
telephone and Online. He has worked on data from a range of countries, including both developed markets such
as the US and UK, and developing ones such as India, Malaysia, China and Turkey.
Jagadish has a Master’s degree in Business Administration from ICFAI Business School, Chennai and a
Bachelor’s degree in Pharmacy from JNTU, Hyderabad.
43

44. ANALYSIS
Swati D. Satam
Analysis Manager
Hansa Research Group, Mumbai
Swati Satam heads the Analysis Dept. of Hansa Research, Mumbai.
She is involved in several aspects of analysis engagements including setting up the analysis of projects, using
software’s like Quantum/SPSS, Job allocation & Monitoring, Recruitment & Training, and delivery of Quality
outputs within given time .
In the span of 12 years in Analysis, she has garnered considerable experience in projects from all industries,
including Media, Pharma, Financial Services, and Telecom & Industrial Products. She has honed the skills of
handling large volume of data & analysed data for any type of interview including Pen & Paper, online / web
based, CATI and CAPI.
She has hands on studies like syndicated studies, Brand Scan, product testing, Readership survey, Outdoor. In
addition, she has exposure to an array of statistical tools like Cluster, Factor, Regression, Correlation, Conjoint,
Correspondence, MDPref, BPTO, Jaccard and CHAID
Swati has a Masters degree in Statistics from Mumbai University & a Diploma in Computer
programming & systems analysis. She has worked with IMRB, Ugam Solutions & ACNielsen ORG-Marg for about
6 years prior to joining Hansa Research
44