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INTRODUCING IPSOS LOYALTY Nigeria

2015

About Ipsos

Controlled and managed by research professionals.

Founded in France in 1975, Ipsos has pursued a strategy of growing faster than the markets and its main competitors.

In October 2011, Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 84 countries, Ipsos offers a complete line of custom, syndicated, omnibus, panel and online research products and services.

Ipsos has been listed on the Paris Stock Exchange since 1999.

Ipsos Loyalty

Ipsos Marketing

Ipsos Observer

Ipsos Public Affairs

Ipsos Connect

Customer satisfaction and building up long-term relationships with consumers

Market potential, innovations & market trends

Public opinion trends and social research

Method and sampling specialists to efficiently carry out a wide variety of studies

The specialists in Media and Brand

Expression Research

Our philosophy centers around the premise that it is only through specialisation that we can provide our clients with the depth of expertise that they require to address their pressing business issues.

THE IPSOS DIFFERENCE Unique Multi-specialist positioning through six brands

#1 in most emerging markets including

China

Local language loyalty experts in 40+ markets

Publicly traded on

Paris Exchange 16,000+

employees With over 1,000

full time customer loyalty

experts #1 Customer

Loyalty Research and Consulting

Firm

MARKET LEADERS: #1 in customer experience, satisfaction, and loyalty in the world.

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Loyalty dedicated offices Ipsos offices Ipsos conducts research

Ipsos not active

Specialist financial expertise …

… coupled with practice experts in Marketing, Loyalty,

Advertising/Brand, and Corporate Reputation

A FULL SERVICE AGENCY IN NIGERIA

Conduct Telephone research for Various Banking clients

with both mass, affluent and corporate clients

Full IVR Capabilities

PEOPLE ARE OUR GREATEST ASSET

80+ permanent staff including Research, Project Managers, Data Processing

Field contingent of over 600 staff

SMS: Interactive &

Ping Pong Surveys

Online: Unlimited capacity

Nationwide field force

500 Smartphones and

Tablets- +15 000 interviews

monthly including 5000 retail

audit

500 PAPI interviews monthly

focus rooms fully equipped with viewing facilities in Lagos and

agreements in place with various hotels and conference centes

We can interview anywhere in the country

In-house Qualitative recruitment

Ethnographies

600 mystery shops

twice per

Annum

WHY WE ARE DIFFERENT

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THOUGHT LEADERS The author of more loyalty books and

journal articles and winner of more prestigious scientific awards for our

loyalty research than all other comparable firms combined

TECHNOLOGY LEADERS The integrator providing cutting edge

technologies including enterprise feedback management, applied

behavioral economics, and Social Local Mobile Commerce

MARKET LEADERS The #1 firm with 1,100+ fully

dedicated loyalty specialists in 80+ markets in every region of

the world

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THOUGHT LEADERS

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OUR PHILOSOPHY – WHAT MATTERS

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RANK MATTERS

more than the specific measure or score level and relative

performance is mandatory for true understanding

ACTION MATTERS

and broad enterprise involvement is the core of

customer centricity and driving customer and

employee loyalty

LOYALTY MATTERS

and is the source of long term enterprise and

personal success

HOW THE WORLD WORKS

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Competition Employee

Customer

Value

Customer

Behavior Experience

Attitude

Results Action

THE QUESTIONS WE HELP CLIENTS ANSWER

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What are our customers saying about us?

What is the ideal customer experience?

How do we integrate different sources of data for

complete understanding?

How are we performing with customers overall?

How are we delivering each experience?

How well are we complying with our quality and

compliance standards?

How do we engage the organisation to act?

How do we engage employees?

How do we bring the voice of the customer to the

heart of our enterprise?

CUSTOMER UNDERSTANDING

PERFORMANCE MANAGEMENT

ORGANISATIONAL ALIGNMENT

WHAT CAN IPSOS LOYALTY OFFER YOU?

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Ideal Customer Experience

Digital Voice

Big Data Analytics

Wallet Allocation Optimizer

Enterprise Feedback Management

Mystery Shopping

Employee Relationship Management

Loyalty Management Consulting

Reporting and Action Management

Proprietary, proven, leading edge tools

Customer Experience, Satisfaction and Loyalty Research and Consulting

PERFORMANCE MANAGEMENT

ORGANISATIONAL ALIGNMENT

CUSTOMER UNDERSTANDING

OVERALL PHILOSOPHY!

Everything real time and full CRM integration!

Real time sample flow

Real time

reporting Real time data

back to CRM

… but all in accordance with readiness of individual touch points

What to survey?

How to invite?

How to survey?

Per tracker an online reporting tool and e-mail reports to all stakeholders

Branches

SMS, IVR, E-mail

IVR SMS

(Mobile) Online

New Products

E-mail, SMS

IVR SMS

(Mobile) Online

Relationship Managers

SMS, E-mail, Invite Card

IVR SMS

(Mobile) online

E-channels

E-mail, Online slide-up

(Mobile) online

Contact Centre

IVR, SMS

IVR SMS

Website

Online slide-up, E-mail

(Mobile) Online

Monthly evaluation

Quarterly: • Dashboard • Analysis • Workshop

Monthly evaluation of study performance, interpretation of results and recommendations from Ipsos.

Quarterly management dashboard and on site workshop to discuss progress (scores, verbatims, benchmark, analysis) and set targets to achieve best in class performance

IPSOS CAN ASSIST WITH MEASURING FEEDBACK FROM ALL TOUCH POINTS Financial services example

DATA CAPTURE AND REPORTING FOCUSED ON THE CUSTOMERS NEED mobile online SMS online IVR

16 © 2015 Ipsos.

QUESTBACK: DASHBOARD & INFOGRAPHICS

17 © 2015 Ipsos.

PORTFOLIO APPROACH

OUR GLOBAL OFFERING ViewsCast

IVR data collection engine

Partnerships with

For selected programs only, as it requires investment in training, knowledge-sharing

and hiring the right resources

CEMI-80% rule

A specifically designed offer that targets the auto industry and BtB

Archway-80% rule

A specifically designed offer that targets the financial services industry

Others Localised platforms e.g. Czech,

Turkey, South Africa

Global Roll-Out, End2End Good for approx. 70% of all EFM RFQs (assuming CLF, TA, Mobile App, Ipsos-

serviced Dashboarding, Tiered Costing)

Paste co-

brand logo

here

Building a great customer experience through your employees

Five steps to your employees delivering customer excellence

An example of what we just did for a Nigerian Bank Our Unique Innovative approach to understand

bottlenecks faced by customer facing employees

A different approach – thinking beyond whether your employees are engaged

Traditionally, employee research has tended to focus on building employee engagement. This is undoubtedly important: it’s been regularly demonstrated that more engaged employees deliver a better customer experience. We would argue, however, that looking at engagement is necessary, but not sufficient. To deliver a great customer experience, customer-facing employees also need to: • Fully appreciate what an excellent experience looks like – from the customer’s point of view • Be clear about what behaviours and attitudes they should express to deliver that great

experience • Have the skills, resources and information needed to express those behaviours and attitudes • Be supported consistently by the rest of the organisation to deliver the service that customers

want • Have regular feedback on whether what they are doing is working: does it give the customer

what they expect? We can help you address this – and help get your frontline and back office more aligned in giving a great experience to your customers.

Step 1: do your frontline employees really know what your customers want?

Source: Ipsos Loyalty, Brazil

Research for a large healthcare insurance provider

Call

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taff

eva

lua

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hat’

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10

9

8

7

6

5

4

3

2

1

0

Call Centre provides

quick, updated info

Quality of attention

from doctor

Coverage of health

conditions Quality of medical

centre environment

Operational:

authorisation

and invoicing

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9

8

7

6

5

4

3

2

1

0

Customer evaluation of importance

Call centre staff over-estimate how important

these features are to the customer…

… while

underestimating

the importance of

these features

Our research shows frontline employees often misunderstand what customers want: they place too much priority on some aspects of service, and too little priority on others.

You need to close this gap – or your work to build staff engagement will just mean they do the wrong thing more enthusiastically.

So the first step is checking whether your frontline staff really understand what customers actually want. By comparing your employee and customer data, we can assess what gaps you need to fix – to make sure your frontline really focus on what matter to your customers.

Step 2: do your frontline staff know how to deliver what customers want?

Touchpoint 1 Touchpoint 2 Touchpoint 3

A customer journey

CUSTOMER PERSPECTIVE: Are you collecting VoC data in a way that lets you corroborate this?

EMPLOYEE PERSPECTIVE: How do employees behave at each touchpoint? Are they effective at delivering touchpoints

that result in a great customer experience?

Once it’s clear what customers want you to deliver, it’s also important to assess whether frontline staff have the skills, attitudes, resources and information to deliver this effectively. We recommend touchpoint analysis to assess this. Touchpoint research often focuses on the customer’s experience – be we recommend also looking at the employee side of the touchpoint: what’s getting in the way of them delivering a great customer experience? Is it skills, is it resources, is it not having the right information? Understanding this can give a clear focus on where you need to act.

Step 3: does the back office support the frontline?

Wha t ’s the “ideal”

and what is the gap

between actual and

ideal experience?

Do they understand what the customer expect s , are they committed to delivering this and are they supported by the company to deliver?

Do they understand

what support the

frontline needs and are

they committed to

delivering this?

It’s also key to know whether the organisation supports the frontline effectively. Two key questions:

• Are there clear, consistent lines of accountability on what frontline staff have to deliver – or do staff feel pulled in different directions by multiple stakeholders?

• Is the back office aligned behind supporting the frontline – do they provide the right information, resources and support for the frontline to deliver excellence to their customers?

We recommend research with frontline staff to explore their experiences on these points, and also up the management chain to understand any blockages to managing and supporting the frontline.

Nuffield Ladder of Interventions a good framework for intervention types…

Step 4: how to influence frontline behaviour

Once the back office is aligned behind supporting and managing the frontline consistently, it’s important to understand how you can best influence your frontline so they consistently give great touchpoint experiences. Key points are: • There is no silver bullet: it will require a range of complementary interventions • You will need a different pattern of interventions for directly managed and independent outlets

We can work with you to assess what else you can do to influence frontline behaviour: what other actions could you take, how can you best combine those actions? Again, this can give you key pointers on actions you can take to better align your employees with your customer expectations.

Table of interventions

Step 5: track the impact in real-time

Capture data: real-time, ongoing

Intervene to improve service

Assess impact

Refine the

intervention

Real-time, in-the-moment Enterprise Feedback Management techniques allow you to track the difference your making

Whatever action you take to align employee behaviours with customer expectations, it’s critical to test whether your interventions are working: • Does your back office support your frontline

better?

• Do your frontline consistently deliver an improved, customer-centric service?

• Does the customer report a better experience as a result?

Capturing real-time, in-the-moment feedback can help you answer these questions, potentially down to the level of the individual transaction. This allows you to determine what’s working well, and what’s working less well – and highlights how you can continue to work through your employees to deliver an ever-improving customer experience.

THE CONTINUAL IMPROVEMENT

CYCLE

Delivering real-time tracking • Real time tracking can be used in a variety of ways. As noted above, it can be used to drive continuous improvement of

employee-customer interactions. Equally it can be used to provide regular in-house tracking of employee sentiment – allowing you to understand how employees are reacting to live issues and changes within the company. It can be particularly powerful when linked to your communications strategy: are the comms from your senior team to employees creating the reaction you intended?

• There are various ways to conduct real-time tracking, depending on what you want to achieve. It can work, for example, through regular high-level survey, either online or via an app. We’d suggest tracking no more than five key metrics linked to the key priorities in your people strategy.

• Alternatively, particularly if you are looking to drive changes in employee behaviour to improve the customer experience, you might want to adopt a more sophisticated Enterprise Feedback Management approach

• Whatever approach you adopt, the findings can be presented through high-level, quick turnaround dashboard reports – to give you an immediate picture of whether employees are on board with where you are looking to take them.

1 2

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1

2 3 1

2

3

1

2 3

Real-time rolling survey – eg online, or pop-up or

via an app Dashboard reporting give rapid high-level feedback

YOU CAN LEARN MORE

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Some of the many items you will find:

ipsosloyalty .com

Holds a wealth of Ipsos Loyalty thought leadership, practical advice, and case studies – ALL FREE OF CHARGE!

The Loyalty Pipeline (our bimonthly newsletter)

Articles Case Studies Webinars White Papers Books

FOR MORE INFORMATION PLEASE CONTACT

ABIODUN OLAWALE - COLE

REGIONAL HEAD West Africa

– Ipsos loyalty

++2349094842925

Abiodun.olawale-cole@ipsos.com