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Nobody’s Unpredictable© 2011 Ipsos Canadian Public Affairs AdvisoryAll rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Receivable Management AssociationReputation and Public PerceptionNovember 2011
Mike Colledge
President Ipsos Reid Public Affairs
© 2011 Ipsos
2
Reputation and Public Perception
Reputation vs. Brand
Spending your reputation vs. Saving your reputation.
Your reputation influences your ability to achieve your objectives. A strong, positive reputation improves: your lobbying efforts your marketing your earned media and crisis communications your staff recruitment
Your reputation isn’t static, you can grow it and change it to suit your needs.
If you don’t control your reputation – others will.
© 2011 Ipsos
3
Tools for understanding and building reputation
The challenge is fitting the pieces of your reputation together
Marketing Efficiency
Communications
Key Stakeholders
Operational Environment
Building Reputation
Reputation Drivers
© 2011 Ipsos
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Without awareness there is no reputation
Familiarity is the bedrock of reputation
In general, familiarity breeds favourability
Trust is built by consistently delivering on your promises
Advocates endorse your reputation and help to pull others up the reputation pyramid
Building a strong reputation helps an organization create and protect value by establishing a reservoir of goodwill to draw upon when challenges and difficulties arise
Building a strong reputation helps an organization create and protect value by establishing a reservoir of goodwill to draw upon when challenges and difficulties arise
TrustNET on
trustworthiness
FavourabilityNet “on how favourable or unfavourable is your overall
opinion or impression of <company>.
Familiaritypercentage “very well”, or “fair amount” on how well you feel you know <company>.
AwarenessPercentage “heard of”, “just a little bit”, “fair amount”, or “very well” on how well you feel you know <company.
AdvocacyNet score
Steps to building a strong reputation
© 2011 Ipsos
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Identifying the drivers of reputation tells you which levers to pull in order to lift your
reputation Identify what issues move stakeholders
up the reputation pyramid
Drivers of reputation include elements of what a company does (product quality, innovation) as well as what it stands for (business acumen, ethics, corporate social responsibility)
What drives your reputation?
© 2011 Ipsos
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Reputation is not static and can be improved through effective communications
Ipsos has developed a methodology for testing initiatives specifically aimed at improving reputation
• These initiatives can be existing initiatives or prospective initiatives
Source credibility
Message awareness and/or credibility
Message impact/importance
Ranking of messages to guide investment
Ability of messages to move opinions
Communication planning identifies the best way to communicate with consumers/stakeholders
© 2011 Ipsos
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Reputation influences the willingness of stakeholders to advocate, invest and regulate in favour of your company
Elite stakeholders lead consumers opinions
Key Stakeholders
Having stakeholders on your side is key
© 2011 Ipsos
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A negative news cycle is the enemy of good reputation management. Companies need to understand the news environment in which they operate.• We measure both the perceptions of the news cycle AND can link
media content analysis to reputation
Companies must understand the industry environment in which they operate:• We can measure demand side/regulatory risk, industry
constraints and financial performance
News impact
Demand side/regulatory risk
Industry factors
Financial performance
Social context
Reputation is influenced by the environment in which you operate
© 2011 Ipsos
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Improving marketing efficiency through a
strong reputation
Building strong relationships with the
people who matterMeasuring the impact of
the organisational environment
Building Reputation
Maximising the impact of
communications
Pressing the right buttons
It’s about understanding how your reputation fits together and taking steps to manage it successfully
© 2011 Ipsos
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Your sector’s reputation today
Mostly neutral but among those who have developed an opinion its 2 to 1 negative.
Majority recognize that accounts receivable is a necessary part of every business.
Contact matters, with those people you have contacted holding a more negative view.
© 2011 Ipsos
11
% Favourable (Very/Somewhat) 2006 2007 2008 2009 2010
Food and Beverage 64 - 64 62 60Electronic Goods 63 60 61 58 57Retail 59 63 58 54 56Information Technology - 56 59 57 55Manufacturing - - - 48 47Shipping/Courier 49 - - 46 45Household Cleaning Products 48 - 48 47 45Confectionary - - 36 37Automotive 44 43 42 44Personal and Beauty Products 43 - 41 39 39Breweries - - - 41 38Banking (** financial services in 2006) 49** 46 49 48 46Telecommunications - 53 - 43 44Alcohol and Spirits - 44 - - 38Quick Service Restaurants - - - 40 39Pharmaceuticals - 49 48 43 42Airlines - 44 - - 37Soft Drinks - 45 - 36 34Mining and Metals - 31 - 30 29Crown Corporations -- - - - 25Insurance - 25 - 31 31Mortgage Lenders - - 28 26 24Credit Card - - - 28 28Oil and Gas - 33 27 28 27The Federal Government -- - 33 29 25The Provincial Government - 32 27 23
Reputation of sectors by years
© 2011 Ipsos
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Total
18-34
35-54
55+
<HS
HS
Post Sec
Univ Grad
Male
Female
33%
33%
30%
38%
33%
32%
35%
34%
27%
39%
53%
52%
57%
50%
50%
54%
53%
52%
56%
51%
11%
13%
10%
10%
12%
12%
9%
12%
13%
9%
2%
2%
3%
2%
5%
2%
3%
1%
4%
1%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
Age
Education
Gender
I think the accounts receivable industry is a necessary part of every business because there will always be people who are late making payments.
Q3_2. Please indicate if you agree or disagree with each of the following statements. Please respond by indicating either strongly agree, somewhat agree, somewhat disagree or strongly disagree.Base: All respondents (n=1015)
Accounts receivable is a necessary part of every business
© 2011 Ipsos
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Total
18-34
35-54
55+
<HS
HS
Post Sec
Univ Grad
Male
Female
15%
15%
13%
17%
11%
17%
12%
18%
15%
15%
55%
60%
50%
56%
59%
58%
55%
47%
52%
58%
30%
24%
37%
27%
30%
25%
34%
35%
33%
27%
Generally positive Neutral Generally negative
Age
Education
Gender
Q1. Almost every business has an accounts receivable unit or hires an outside agency to contact people when they are behind in making loan repayments or to collect debts when people have failed to pay for services and products that they have already received. When you think about the accounts receivable industry would you say that your views are generally positive, for the most part neutral or generally negative?Base: All respondents (n=1015)
Majority have a “neutral perception” of accounts receivable
© 2011 Ipsos
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•A necessary activity, people doing their job•Customer’s responsibility to pay•Lack of experience / contact•Positive experience / contact
What drives positive - negative perceptions?
Neutral
Positive
Negative
15%
55%
30%
•Lack of experience / contact•A necessary activity, people doing their job
•More likely to have been contacted by accounts receivable•Reputation – aggressive, abusive, rude, persistent, unhelpful, unfriendly
Q2. Why do you say that your views are ?
© 2011 Ipsos
15
Q2. Why do you say that your views are positive?Base: All respondents (n=148)
I haven't dealt with them/ never experienced itI rarely/never have any problems/ don't use the services/ doesn't
affect meI pay my bills on time/ I have no debt
Never had a bad experience
Unfamiliar with the service/ agency/ industry
They are just doing their job
This job/ service/ agency is needed/ necessary
Difficult/ unpleasant job
It hasn't changed/ it's part of life
Everyone should pay his/her bill (on time)
Shouldn't buy what you can't afford
Good service (rep)
Professionalism/ does a great job/ gets the job done
Compassionate/ understanding/ helpful
Pleasant/ polite/ respectful
Other generally positive mentions
I/ know people who work in this industry (accounts receivable, collector, etc.)
8%
7%
5%
3%
2%
12%
9%
1%
1%
15%
3%
5%
4%
4%
3%
13%
6%
Why do you (15%) say your views are positive?
25 - No personal experience
16 - A positive reputation/experience
18 - Customers’ responsibility
23 - A necessary activity
© 2011 Ipsos
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Q2. Why do you say that your views are neutral?Base: All respondents (n=543)
I haven't dealt with them/ never experienced it
Unfamiliar with the service/ agency/ industryI rarely/never have any problems/ don't use the services/ doesn't
affect meI pay my bills on time/ I have no debt
I don't care/ not concerned
They are just doing their job
This job/ service/ agency is needed/ necessary
Everyone should pay his/her bill (on time)
Difficult/ unpleasant job
It hasn't changed/ it's part of life
Unfriendly/ impolite/ mean/ rude/ ignorant
They harass/ threaten/ intimidate you
Very persistent/ constantly calling people
Too aggressive/ abusive
I'm in between/ partially positive and partially negative
I have had/ seen good and bad experience
15%
9%
6%
5%
5%
7%
5%
3%
1%
1%
2%
2%
1%
1%
4%
3%
Why do you (55%) say that your views are neutral?
44 - No personal experience
6 - A negative reputation/experience
17 - A necessary activity
© 2011 Ipsos
17
Q2. Why do you say that your views are negative?Base: All respondents (n=324)
They harass/ threaten/ intimidate you
Unfriendly/ impolite/ mean/ rude/ ignorant
Too aggressive/ abusive
Very persistent/ constantly calling people
I/ family/ friends/ have had an (bad) experience
Unhelpful/ wouldn't listen/ compromise
Bad/ wrong tactics used
Heard/ read negative comments/ stories about them
Untrustworthy/ dishonest/ crooks
Poor customer service/ unprofessional
They are calling from somewhere else/ language barrier/ hard to understand
Difficult/ unpleasant job
Uninformed
29%
25%
11%
8%
7%
6%
5%
4%
4%
4%
3%
3%
3%
Why do you (30%) say that your views are negative?
© 2011 Ipsos
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Total
18-34
35-54
55+
<HS
HS
Post Sec
Univ Grad
Male
Female
36%
34%
35%
41%
44%
33%
40%
34%
35%
38%
53%
53%
53%
54%
41%
55%
52%
55%
53%
53%
9%
12%
10%
4%
12%
10%
6%
9%
9%
8%
2%
2%
3%
1%
3%
2%
2%
2%
3%
1%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
Age
Education
Gender
Q3_1. Please indicate if you agree or disagree with each of the following statements. Please respond by indicating either strongly agree, somewhat agree, somewhat disagree or strongly disagree.Base: All respondents (n=1015)
I would have a more positive impression of the accounts receivable industry if I knew the industry had national standards and practices and people employed in the industry were trained and certified to ensure compliance with these national standards.
Impact of national standards and practices
© 2011 Ipsos
19
18-34
35-54
55+
Male
Female
31%
35%
23%
32%
28%
69%
65%
77%
68%
72%
Yes No
Age
Gender
Q4. Have you personally ever been contacted by a company you deal with or by an outside collection agency and asked to make payments because you were behind in paying for a service or repaying a loan?Base: All respondents (n=1015)
Contacted by debt collection agency/company
© 2011 Ipsos
20
<$30K
$30K - <$60K
$60K+
<HS
HS
Post Sec
Univ Grad
38%
30%
26%
40%
33%
31%
19%
62%
70%
74%
60%
67%
69%
81%
Yes No
Q4. Have you personally ever been contacted by a company you deal with or by an outside collection agency and asked to make payments because you were behind in paying for a service or repaying a loan?Base: All respondents (n=1015)
Income
Education
Contacted by debt collection agency/company
© 2011 Ipsos
21
BC
AB
SK/MB
Ontario
Québec
Atlantic
30%
25%
30%
35%
26%
26%
70%
75%
70%
65%
74%
74%
Yes No
Region
Q4. Have you personally ever been contacted by a company you deal with or by an outside collection agency and asked to make payments because you were behind in paying for a service or repaying a loan?Base: All respondents (n=1015)
Contacted by debt collection agency/company
© 2011 Ipsos
22
NoYes
16%12%
60%
44%
24%
44% Generally nega-tive
Neutral
Generally posi-tive
Impact of having been contacted by accounts receivable
Yes No
42%34%
46%56%
9% 8%
2% 2%
Strongly disagree
Somewhat disagree
Somewhat agree
Strongly agree
I would have a more positive impression of the accounts receivable industry if I knew the
industry had national standards and practices and people employed in the industry were trained and certified to ensure compliance
with these national standards.
When you think about the accounts receivable industry would you say that your
views are generally positive, for the most part neutral or generally negative?
Have /have not been contacted by account receivable
© 2011 Ipsos
23
Final Thoughts
You can’t determine a strategy or way forward based on a few questions.
Right now the sector’s perception is mostly neutral. A blank slate, an opportunity for you to shape your reputation to suit your needs.
First step is determining what you want your reputation to be and if changing it/improving it is a priority.
Second is looking at your environment (Are there events on the horizon that could negatively impact on your reputation? Are there objectives that you want to accomplish that would benefit from a stronger, more positive reputation?)
Third is looking at current public perceptions to develop a strategy and plan.
Lots of possibilities: Standards, professionalism, privacy (protecting / serving consumers) Face of accounts receivable (ordinary people) An important part of every business (adding value)
Nobody’s Unpredictable© 2011 Ipsos Canadian Public Affairs AdvisoryAll rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Receivable Management AssociationReputation and Public PerceptionNovember 2011
Mike Colledge
President Ipsos Reid Public Affairs