The 2013 Superannuation Consumer Recommendation & Loyalty Study

Transcription

1 The 2013 Superannuation Consumer Recommendation & Loyalty Study A study of the depth of consumer loyalty towards Australian Superannuation brands using the Net Promoter Score Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 1

2 Contents 1.0 Report Overview Introduction The Net Promoter Score What is the Net Promoter Score? Why is Net Promoter Score Popular? Is NPS relevant in challenging times? The Most Effective Marketing Channel Benchmarking Results Net Promoter Score by Superannuation Provider Percentage of Promoters, Passives, & Detractors by Brand Percentage of Promoters by Brand Percentage of Passives by Brand Percentage of Detractors by Brand Primary Source of Purchase Net Promoter Score Based on Retail Fund Membership Net Promoter Score Analysis by Respondent Demographics Net Promoter Score Across Gender Net Promoter Score Across Customer Age Net Promoter Score Across Personal Income Net Promoter Score Across Length of Time with Superannuation Provider Brand Differentiation Percentage of Customers Across the Category Based on Brand Differentiation Net Promoter Score Based on Brand Differentiation Percentage of Customers Who Love Their Brand Percentage of Customers Who Do Not Love Their Brand, or Do Not Believe It Is Better Than Other Brands Likelihood to Continue Contributing to Superannuation Provider & NPS by Brand Satisfaction of Key Attributes / Interactions Across Superannuation Satisfaction with Overall Value by Superannuation Provider Satisfaction with Investment Performance by Superannuation Provider Satisfaction with Fees by Superannuation Provider Satisfaction with Overall Customer Service by Superannuation Provider Satisfaction with Quality Insurance Coverage by Superannuation Provider Satisfaction with Access to Quality Financial Advisors by Superannuation Provider Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 2

3 11.7 Satisfaction with Website by Superannuation Provider Satisfaction with Financial Seminars by Superannuation Provider Customer Experiences Worthy of Recommendation Positive & Negative Comments Number of Positive & Negative Comments for the Superannuation Category Average Number of Positive Comments by Brand Average Number of Negative Comments by Brand Average Number of Positive and Negative Comments Across Gender Average Number of Positive Comments When Source of Purchase is WOM vs. Not WOM Number of Positive Comments Required to Neutralise a Single Negative Comment Neutralising Factor Across Gender Word of Mouth Business Economic Impact Respondent Reasons for their Recommend Score Analysis of Responses for Entire Superannuation Category AMP Australian Super Colonial First State REST Sunsuper Self-Managed Super Funds Distinguishing Characteristics of Top Performers Summary & Strategic Implications About Engaged Marketing Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 3

4 1.0 Report Overview 1.1 Introduction The 2013 Superannuation Consumer Recommendation & Loyalty Study has been conducted to understand and measure the depth of consumer loyalty towards their chosen superannuation providers. A secondary objective was to identify the key elements superannuation providers must put in place to increase customer loyalty, positive word of mouth (WOM), and growth. The study allows organisations to easily compare themselves to others within their industry and, at a high level, outlines the reasons behind the scores of high and low performers. The internationally renowned Net Promoter Score methodology was used to measure customer loyalty in the study. Net Promoter Score was developed by loyalty expert Frederick Reichheld of Bain & Company and Satmetrix Systems. The concept is outlined in detail in Reichheld s bestseller The Ultimate Question: Driving Good Profits and True Growth and is used by major organisations worldwide. The Net Promoter Score is calculated by asking respondents their likelihood to recommend their brand on a scale of 0-10, where 0 is highly unlikely and 10 is highly likely. Respondents that score 9 or 10 are called Promoters, 7 to 8 are called Passives and 0 to 6 are called Detractors. The Net Promoter Score is the percentage of Promoters less the percentage of Detractors. What this report includes: Effectiveness and importance of word of mouth in comparison to other marketing channels Net Promoter Score for the following superannuation brands and categories as well as the overall category score: o AMP o Australian Super o Colonial First State o REST o Sunsuper o Self-Managed Super Funds (SMSF) o Note: This is an independent study from a sample size of 2057 opt in respondents. Superannuation is an extremely fragmented category with retail, industry and self managed superannuation funds across many brands. Only brands with a sample size greater than 100 were included in the study and therefore only the most popular brands in terms of customers/members are included in the study. Ranking of included brands by the percentage of Promoters, Passives and Detractors An analysis of the reasons consumers attribute their likelihood to recommend a brand Number of positive and negative comments consumers make about their respective brands Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 4

5 Percentage of consumers that selected their brands primarily because of word of mouth Quantification of the economic impact of both negative and positive word of mouth NPS across demographics such as: o Age o Gender o Personal income o Length of time with superannuation provider Brand Differentiation and the impact on NPS o The percentage of customers that love their brand and the percentage of customers that believe that their brand is the same as other brands or worse than other brands or even hate their brand The key functional and emotional customer experience factors which Promoters consistently attribute to their brands Propensity to renew with current provider graphed against the NPS of each superannuation brand Satisfaction mean scores by brand across: o Overall value o Investment performance o Fees o Overall customer service o Quality insurance coverage o Access to quality financial advisors o Website o Financial seminars Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 5

6 Though this study is comprehensive to gain further insight we can, upon request, tailor a detailed presentation based on your brand. A more detailed presentation would include: A Customer Experience Health Check Find out what your customer experience signature looks like in terms of functional and emotional elements compared to your key competitors and industry norms Key Driver Analysis - Using advanced correlation analysis we can identify the key drivers of recommendation specific to your brand and two competitor brands Gap analyses across various dimensions such as customer experience elements and open comment analysis WOM economics for: o Promoters & Detractors of your brand o Your brand VS two of your competitors o Your brand s performance VS the industry average A sample of open comments High level recommendations to improve your Net Promoter Score Please contact us on or enquiry@engagedmarketing.com.au for more information. Survey Methodology This is an independent survey conducted by Engaged Marketing Pty Ltd. Fieldwork for this benchmarking study was collected from 2057 respondents via an online opt-in survey in the second quarter of Respondents were recruited from throughout Australia. Care was taken to ensure the survey met the strict conditions for an NPS survey. All respondents were actual users/customers of the various brands. Only scores for brands with sample sizes equal to or greater than 100 were displayed. Hence the study only displays results for the most popular brands in the superannuation category. However, the smaller organisations scores were included to calculate the overall industry scores. Certain responses, such as the neutralising factor, number of positive comments and negative comments, were capped to ensure that a few outlier respondents did not skew the economic analysis. Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Page 6