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Ask Afrika is the largest independent Market Research company in SA. Find out the latest on market trends and how to analyse data to produce meaningful insights for your organisation
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2013/03/06 1 © Ask Afrika 2012
credible conversations © Ask Afrika 2012 credible conversations
Hot off the press- Service diagnostics for
a dynamic SA
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• Dropping service levels
• The Private Sector mandate is morphing to
accommodate the change of consumers
into citizens
• The implication of balance – transactional
excellence and social contracting
• What to expect in future
• Closing thoughts
Let’s talk about…
© Ask Afrika 2012
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Here is the bad news
• Service levels have dropped
dramatically
• Dissatisfaction levels are
increasing, because of
– inconsistent service delivery.
– changing customer needs.
• New customer segments
– Customers feel entitled and are
aware of their power through
social platforms- and willing to
use it.
Here is what the customer
wants NOW and HERE in SA • Our demand for humanity and being
heard is not met by government, we
thus demand it from business
environments, where we can.
• Operational Excellence is a basic
expectation and will not build
commitment.
• Transactional success and
responsiveness with high-tech self-help
options have now shifted the game to
multi-dimensional communication
skills.
© Ask Afrika 2012
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The Ask Afrika 2012 Orange Index®
Base: 15430
Service levels decreased with 5.24% - it is now at the lowest level in the
last decade and shows the 2nd biggest drop ever
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Forecast
2013
Dissatisfaction (0-4) Satisfaction including Delight (6-10) Delight (9-10) Ask Afrika Orange Index ® Score
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A context of Social Capital
credible conversations © Ask Afrika 2012
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credible conversations
• We are witnessing is a new found “consumer revolution” where the power has
shifted to the consumer rendering traditional strategies as inadequate to cope
with trends emerging from consumers’ patterns of change.
• As trend analyst Dion Chang illustrates: “The post-recession has led to a shift of
power balance, where we see the rise of a consumer-dominated economy, and
even business templates that we used in the past are fast becoming obsolete”.
• This calls for a re-awakening to demystify who the consumer of today is and how
it impacts on our relationships with consumers.
A new world
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Dissatisfaction (0-4)
Dissatisfaction (0-4)
Setting the scene for collaboration
Base: 15430
Ask Afrika Orange Index ® score Government trend tracking
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Making sense of social capital
Consumers are mobilising the private sector for what they
need and believe they are not getting from government.
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Low levels of social capital results in
dysfunctional problem solving-
Volatility as opposed to conversation
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Tra
nsa
ctio
na
l/
serv
ice
Structure
Relational
Communi-
cations
dimension
• Human messaging • Symbolic dimension
• Access • Referral • Timing
• Obligation
• Trust • Strength of tie
So
cia
l C
on
tra
ctin
g
Se
ntim
en
t o
r in
ten
t
© Ask Afrika 2012
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Tra
nsa
ctio
na
l se
rvic
e Structure
Relational
Communi-
cations
dimension
So
cia
l C
on
tra
ctin
g
Social media, responsiveness, FCR. Complaints , Hello Peter, processes, effort
Perceived value, empathy, fairness, relationship
CSR public service, environmental impact, transparency, ethics, reputation
Se
ntim
en
t o
r in
ten
t
© Ask Afrika 2012
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Global truisms are to be enjoyed
with caution
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• Value systems differ
• Nations remains a unit of shared experience
• These shape our expectations, what we value and what we need
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Source: UNESCO
Unemployment, total (% of total labour force) (2009)
4.3
23.8
8.3
7.7
9.3
Unemployment
Income
inequality
44.0
48.2
43.8
67.8
23.0
35.8
36.0
57.5
Literacy
Linguistic Diversity Index
Population
1, 347.6m
41,6m
162,5m
50,5m 9,4m
62,4m
313,1m
12,8m
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South Africa: Socio-economic diversity A tale of two worlds
© Ask Afrika 2012
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Top 10 consumer trends
1. Community centric cocooning
2. Like minded connectedness
3. Escapism
4. Power to the consumer – the customer
monologue
5. Quality in relationships, products and
experiences
6. Transparency and trust- the synchronization of a
single truth
7. Ubuntu
8. Solidaristic individualism
9. Humanness
10.Citizenship
14
Source: Ask Afrika
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A service re-awakening
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Humanness
Reliability
Assurance
Responsiveness
Empathy
Tangibles
Tra
nsa
ctio
na
l se
rvic
e e
xp
erie
nc
e
Overall service
The strength of the relationships have increased from 2011. All constructs forming part of the transactional
service experience have a significant impact on both Overall Service and Humanness/Experience.
Community focus
The human agenda is part of the picture
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Slow service breaks down trust.
Responsiveness
Correlation 0.852**
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The path to success
18
Effort
Contribute Detract
Trust
Empathy
Responsiveness
Reliability
Relationship
Fairness
CSR
Public support
FCR
If there is a lot of effort in the system it will detract from the service
experience.
However, building trust and relationship will lead to excellence.
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The customer is not an actuarial
disposition
Fairness 54.99
Public Service 30.59
Humanness 48.49
Corporate Social Responsibility 50.91
Responsiveness 40.93
Trust 46.33
1
2
3
4
5
6
Imp
ort
an
ce
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The Path to Customer Satisfaction
For the
Unhappy
• If no human
connection is made,
the unhappiness triples
• If there is no sense of
fairness, it deteriorates
rapidly
• If there is no evidence
of CSR, there is an 80%
probability of churn
For the
Satisfied
• If a human connection
is made, the happiness
rises
by 12%
• Fairness contributes
another 2%
• CSR builds on with
another 2%
© Ask Afrika 2012
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Customer Segments at risk- The world is becoming
more individualised and segmented
Generation Y -
51% of the
current
market,
already
Small Communities
Males
Three customer segments are disengaging,
because their needs remain unmet.
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Customer segments at risk
Areas of challenge for generation Y. They make up 51% of the current consumer
market and we are expecting this number to be 18 685 648 by 2017. Their sense of
disappointment lies in what we know drives retention
• Male consumers place a higher premium on drivers of connectivity like
empathy.
• Black and coloured consumers place more emphasis on dimensions of social
contracting.
• Indian and white consumers place more emphasis on transactional excellence
• Generation Y are rating significantly lower on:
• Overall service
• Humanness
• Empathy
• Responsiveness
• Effort
• Corporate social responsibility
• Public service
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© Ask Afrika 2012
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Social Media
Raise a concern = 54%
Praise the product or service = 46%
Expected a
response from
the company
Received a
response from
the company
53
70
Expected a
response from
the company
Received a
response from
the company
81
66
52% happiness
Social Media channels have not been mastered in a corporate relational space yet.
They are thus sabotaging business, whilst being regarded as channels, not service channels.
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So, the choice is yours…
Are you the Gecko, or Robin Hood
Or simply a proud South African?
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So, let’s roll up our sleeves…
STOP Dropping service levels
• Get to know your own customer segment expectations and become great at what matters to them- focus on the middle ground, grow the satisfaction slice of the pie.
Re-define the partnership of corporate and government delivery
• Understand, how your customers expect to experience Humanness from your company.
• Regard service delivery protests as relevant to your business- the disenfranchised will come knocking, soon. Mobilise in partnership with Government.
• Citizens want to be recognised as such- and not just as consumers. They expect social contracting from business- where proven citizenship is becoming a pre-requisite for retention.
Show your heart
• Humanness is still the corner stone for success – even increasingly so, and is building the bridge between transactional success and performance on social contracting.
• Make it easy, make it quick! Effort and FCR are the main detractors from customer retention. Perfect scores won’t yield more credits, but failure will send customers to competitors.
© Ask Afrika 2012
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So much more than a Rainbow
Nation…a multitude of differences,
which requires a mirror in the service
environments
• Starting afresh with customer relationships
• Customers and Citizens call corporates back to basics- let’s meet with interest
and respect
• The Future has changed- let’s understand the opportunities within the
differences
• A note to fellow researchers and marketers- A local connection is no longer
optional
© Ask Afrika 2012
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