NUMERIS Mystery Shopping Report (June 2015)
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BANKS IN NIGERIA MYSTERY SHOP REPORT J u n e 2 0 1 5
description
A report on the banking industry in Nigeria, indicating both email response time and quality of response
Transcript of NUMERIS Mystery Shopping Report (June 2015)
BANKS IN NIGERIAMYSTERY SHOP REPORT
J u n e 2 0 1 5
Email Mystery Shopping
By Adeyemisi OGUNDIPEResearcher
Consistent Service Providers Begin to Emerge
MYSTERY SHOPPERSusane Elohor (Mrs.)[email protected]
ANONYMOUS EMAIL ENQUIRY:"Good Morning Sir/Madam, I would like to know if your bank gives mortgage loans. If so, what would be the requirements? Thank you for your time, kind regards, Susan Elohor (Mrs.)
TARGET:21 Bank in Nigeria
RESULT:15 responses 06 non-responses
Banks in Nigeria - Email Customer Service Assessment June 2015
ENQUIRES DATE:June 08, 2015
CUT-OFF DATE:June 12, 2015
Email Mystery Shopping | Consistent Service Providers Begin to Emerge June 2015
ustomer service just about people being able to open an account in minutes. Nor is it about winning a shiny new bicycle, television or helicopter. Here’s a story why.C
For most of the1990s, Midland Bank (now HSBC, UK) ran an advertising campaign calling itself “ ”. At the time, the slogan seemed odd (even silly) because it was the era of “armchair banking” – when the banker was king, and acted like he/ she was doing the customer a favour.
But, guess what. Overnight, Midland Bank won over thousands of customers who sorely needed that listening ear, because they were fed up with being taken for granted by their bankers. Naturally, old Midland Bank customers became even more loyal.
According to a Bain & Co paper report Customer Loyalty in Retail Banking, consumer interactions with a bank can be categorised into two main types:
• Transactions: Transactional interactions make up the bulk (75-80%) of involvement between bank and customer. As long as this is done correctly (paying in funds, ATM withdrawals etc), hardly any emotion is involved in this mechanical relationship because banks are expected to do these basic things • Moments of Truth/ wow moments: Moments of Truth are about listening to the customer’s problems, engaging, and going beyond the customer’s expectations to fix things. It gives rise to that moment when the customer wants to stand atop their tables and become the banks’ loudest cheerleader. Even though the Moments of Truth represent only about 10-15% of interactions, they are critical to making or breaking the relationship.
In summary, it is those “Moments of Truth” and “wow moments” that will build loyalty and turn customers into an unpaid sales team.
Banks therefore need to focus less on expensive, shiny offerings - and pay far more attention to the little things that wow the customer. Responding to a simple email, on time, every time – that’s what cost-effective engagement is all about.
Mystery Shopping ResultsMarch 2014—June 2015
As usual, the aim of our anonymous email enquiries is to provide an unbiased, objective snapshot of a banking consumer’s experience at any given time.
Armed with the Moments of Truth concept, let’s see, over the next pages, how banks have performed in our surprise checks – for June 2015, May 2015 and March 2014:
isn’t
The Listening Bank
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Email Mystery Shopping | Consistent Service Providers Begin to Emerge June 2015
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Diamond 3minutes
Sterling 28minutes
StanbicIBTC 45minutes
Union 54minutes
Heritage 1hr 11mins
Wema 1hr 13mins
Jaiz 1hr 20mins
Skye/Mainstreet 1hr 21mins
FirstBank 3 hr 3mins
UBA 3hrs 29mins
First City Monument 3hrs 44mins
Enterprise 4hrs 55mins
Wema2 minutes
Enterprise6 minutes
FirstBank11 minutes
Mainstreet Bank20 minutes
Keystone25 minutes
Sterling Bank29 minutes
StanbicIBTC40 minutes
Union Bank51 minutes
UBA1hr 6mins
Unity Bank1hr 12mins
Fidelity1hr 17mins
Heritage Bank3hrs
Jaiz35 minutes
StanbicIBTC46 minutes
Standard Chartered1hr 25mins
Keystone1hr 27mins
Access Bank1hr 33mins
Enterprise2hrs 2mins
Heritage Bank2hrs 15mins
Zenith5hrs 40mins
First City Monument6hrs 34mins
Wema51hrs 1min
FirstBank12hrs 6mins
Diamond216hrs 30mins
RANKING MAY 2015 MARCH 2014
TOP 12RESPONSE TIME
June 2015
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JUNE 2015
COMPARISON
Email Mystery Shopping | Consistent Service Providers Begin to Emerge June 2015
STEADY HANDS, CONSISTENT
BANK
Stanbic IBTC 3rd
MAY 2015
7th
MARCH 2014
2nd
DELIBERATE RISE
BANK
Sterling 2nd
MAY 2015
6th
MARCH 2014
No response
4th 8thUnion Bank No response
FLASHES OF BRILLIANCE, UNPREDICTABLE
BANK
Diamond
Heritage
Wema
Jaiz
FirstBank
Enterprise
Keystone
Skye/ Mainstreet
MAY 2015 MARCH 2014
1st
5th
6th
7th
9th
12th
No response
8th
17th
12th
1st
No response
3rd
2nd
5th
4th
12th
7th
10th
1st
11th
6th
4th
No response
AVERAGE PERFORMANCE
BANK
First City
UBA
Standard Chartered
Access
Zenith Bank
MAY 2015 MARCH 2014
11th
10th
14th
No response
15th
13th
9th
No response
16th
14th
9th
No response
3rd
5th
8th
POOR
BANK
Unity Bank
Fidelity
Citi
MAY 2015 MARCH 2014
No response
No response
No response
10th
11th
N/A
No response
No response
N/A
TERRIBLE
GTBank is the only organisation that has completely flunked the anonymous enquiry test 3 times out of 3. It failed to respond to any of the enquiries, all the time returning computer-generated error messages. This is surprising for a bank that pushes a strong customer service image.
ALL BANKS:
RESPONSE TIMEMarch 2014 - June 2015
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JUNE 2015
JUNE 2015
JUNE 2015
JUNE 2015
JUNE 2015
Email Mystery Shopping | Consistent Service Providers Begin to Emerge June 2015
A NUMERIS-MEDIA report
In our May 2015 review, we had established that customers expect an email response within five hours. Here is a summary of banks that met the 5-hour target over our three reviews:
Period
June 2015
May 2015
March 2014
Number achieving desirable 5-hour response time
Bank
12 Banks
13 Banks
7 Banks
Diamond, Sterling, Stanbic IBTC, Union, Heritage, Wema, Jaiz, Skye/Mainstreet, First Bank, UBA, First City Monument and Enterprise Bank.
Wema, Enterprise, Skye/Mainstreet, Keystone, Sterling, Stanbic IBTC, Union, UBA, Unity, Fidelity, Heritage and First City Monument Bank.
Jaiz, Stanbic IBTC, Standard Chartered, Keystone, Access, Enterprise and Heritage Bank.
SAME DAY RESPONSE
June 2015
May 2015
March 2014
Diamond, Sterling, Stanbic IBTC, Union, Heritage, Wema, Jaiz, Skye/Mainstreet, First Bank, UBA, First City Monument and Enterprise Bank.
Wema, Enterprise, Skye/Mainstreet, Keystone, Sterling, Stanbic IBTC, Union, UBA, Unity, Fidelity, Heritage, First City Monument, Zenith, Skye and Access Bank.
Jaiz, Stanbic IBTC, Standard Chartered, Keystone, Access, Enterprise , Heritage, Zenith and First City Monument Bank.
Period Bank
12
16
9
Number of same-day responses
ALL BANKS:
KEY PERFORMANCE TRENDS
March 2014 - June 2015
EMAILS: PERSONALISED SIGN-OFF
12 Diamond, Stanbic IBTC, Heritage, Wema, Jaiz, Skye/MainStreet, First Bank, UBA, First City monument, Enterprise, Standard Chartered and Zenith Bank.
Wema, Enterprise, First Bank, MainStreet, Keystone, Stanbic IBTC, UBA, Heritage, First City Monument, Access and Diamond Bank.
Period BankNumber of signed-off emails
March 2014 9 Jaiz, Standard Chartered, Keystone, Access, Enterprise , First City Monument, Wema, First Bank and Diamond Bank.
May 2015 11
June 2015
“Customersexpect an email response within 5 hours”
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BANKS THAT MET DESIRABLE 5-HOUR RESPONSE TIME TARGET
Email Mystery Shopping | Consistent Service Providers Begin to Emerge June 2015
VALUE-ADD: LIVE CHAT
Period
June 2015
May 2015
March 2014
Number offering live chat
Bank
2
1
NIL
Wema and Access Bank
Enterprise Bank
NIL
NON-RESPONDERS
Period
June 2015
May 2015
March 2014
Number of non-responders
Bank
6
4
9
GTB, Access, CitiBank, Fidelity, Keystone and Unity Bank.
GTB, Ecobank, Jaiz and Standard Chartered Bank
Union Bank, EcoBank, Fidelity, GTB, MainStreet, Sterling, Skye, UBA and Unity Bank
RESPONSE TIME TO BEAT (ALL-TIME)
May 2015
March 2014
Time Bank
3 minutes Diamond Bank
Wema Bank
Jaiz Bank
2 minutes
35 minutes
Period
June 2015
FOLLOW-UP EMAILS
Period
June 2015
May 2015
March 2014
Number of follow-up emails
Bank
NIL
1
2
NIL
First City Monument Bank
Wema and Standard Chartered Bank
The NUMERIS Mystery Shopping email study was carried out using non-disruptive tools and methods, against publicly accessible and available resources. The results presented from this Mystery Shopping survey are for information purposes only. NUMERIS is NOT responsible for any malicious damage carried out by any third party, using the information presented in this Mystery Shopping research.
DISCLAIMER
ALL BANKS:
KEY PERFORMANCE TRENDS
May 2014 - June 2015
NUMERIS is a proud member of the Mystery Shopping Providers Association (MSPA) – a global Association of over 400 companies, dedicated to improving quality of Service using anonymous resources. The first NUMERIS email customer service survey was done in May 2014.
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