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1 © 2015 Ipsos.1
CIDB Mystery Shopping
PREPARED BY: IPSOS LOYALTY
APRIL 2016
Final Report
© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
16-042311-01_CIDB Mystery Shopping_Report_v1
2 © 2015 Ipsos.
ContentsResearch Overview
37
Executive Summary
10
Key Findings
18
Conclusion & Summary
RESEARCH OVERVIEW
3 © 2015 Ipsos.
4 © 2015 Ipsos.
Based on our understanding, the study has the following objectives…RESEARCH OBJECTIVES
Measure and understand the service level in the service centers such as waiting and transaction time, staff’s soft skills and knowledge, branch environment and accessibility and etc…
Identify areas of improvement to provide better customer service.
Identify best preforming service centers and best their practices so that it can be the role model for others.
1 2 3
5 © 2015 Ipsos.
Mystery visit was done at the following CIDB service centersLOCATION AND SAMPLE SIZE
State Office No. of visits
KL (Jln Chan Sow Lin) 4
Perak 4
Melaka 4
Johor 4
Terengganu 4
Kelantan 4
Pahang 4
Kota Kinabalu 4
Tawau 4
Kuching 4
Miri 4
Kedah 4
Selangor 4
Perlis 4
Penang 4
Negeri Sembilan 4
Total 64
6 © 2015 Ipsos.
MYSTERY SHOPPING FLOW & SCENARIO
1- Create checklist
according to CIDB service standard
2- Define scenario
3- Recruit mystery shoppers
5- Train the shoppers face to face and conduct
mock exercise
6- Execute the fieldwork
according to specifications
7- Process with validation of the
surveys and quality control
8- Deliver the report
1
•You are new hired HR personnel for XXXXX construction company and your manager is asking needed your help to apply a green card for X new graduate that your company recently hired. You would need to know the procedure.
2
•You are a newly hired clerk for XXXXX construction company and your director wants you to enquire the full process of paying Levy
3•You would want to enquire about the full process
of registering a newly setup company with CIDB.
Scenario
EXECUTIVE SUMMARY
7 © 2015 Ipsos.
8 © 2015 Ipsos.
RESULT DASHBOARD
Top 3 branches Score (%)
Melaka 97.3%
Johor 93.0%
NS 92.9%
Bottom 3 branches Score (%)
Perlis 79.8%
Selangor 76.4%
KL 75.8%
Overall CIDB score Score by attributes (%) Top and Bottom branches
68.2 70.4
2015 2016
66.972.1
76.6
86.4 87.9
95.8
86.4
74.3
83.3 85.690.2
97.9
Overallexperience
Staffknowledge
Staff attire Queue andCounter
Stafffriendliness
Branch
2015 2016
9 © 2015 Ipsos.
= 50%-79%= 80% and above
Branches performance by section
Location BranchQueue and
counterStaff attire Staff friendliness Staff knowledge
Overall Experience
Melaka 100 100 100 93.8 92.6 97.28
Johor 100 100 75 93.8 96.4 93.04
NS 100 100 100 100 64.3 92.86
Perak 100 91.7 91.7 93.8 76.9 90.82
Kelantan 100 91.7 83.3 100 77.8 90.56
Miri 100 100 91.7 75 78.6 89.06
Penang 100 83.3 83.3 93.8 82.1 88.5
Kedah 100 90 83.3 93.3 69.6 87.24
Terrengganu 100 91.7 83.3 93.8 64.3 86.62
Pahang 100 83.3 66.7 100 82.1 86.42
Kuching 100 66.7 91.7 100 71.4 85.96
KK 91.7 81.8 91.7 81.3 60.7 81.44
Tawau 91.7 83.3 75 87.5 64.3 80.36
Perlis 100 81.8 75 81.3 60.7 79.76
Selangor 100 66.7 75 68.8 71.4 76.38
KL 83.3 66.7 66.7 87.5 75 75.84
KEY FINDINGS
10 © 2015 Ipsos.
11 © 2015 Ipsos.
BRANCH
Easy to locate
Branches that score < 90%:KL and Tawau
Clear signage
Branches that score < 90%:All branches scores 100%
Clean corridor
office
Branches that score < 90%:KK and KL
Branch performance score improve over last year. All outlets have scored perfectly on having clear signage leading to the office.
Some offices are perceived to be difficult to locate as the location is far from town.
For some outlets, cleanliness of the corridor leading to the office is below expectation.
93.8
96.9
2015 2016
95.3
100
2015 2016
98.4
96.9
2015 2016
95.8
97.92015 2016
Branch Score
12 © 2015 Ipsos.
QUEUE AND COUNTER
QMS clearly visible
Branches that score < 90%:Kedah, Kelantan, KK, KL, KuchingMelaka, Pahang, Penang, PerakPerlis, Selangor
Remarks: Similar to last year, in some cases the machine was not functioning
Instruction on QMS
clear
Branches that score < 90%:KK and Selangor
Remarks: In some cases, the machine was not functioning
Counter area clean
Branches that score < 90%:Perlis, Terengganu
Counter Score drop marginally over last year – particularly contributed by a drop in both QMS checks – location of QMS and instruction on QMS that is clear
Office counter score maintained – most branches scored perfectly in this area.
86.4
85.6
2015 2016
Queue and counter Score66.7
65.5
2015 2016
94.5
92.7
2015 2016
96.9 96.9
2015 2016
13 © 2015 Ipsos.
WAITING TIME
2.6
0.050.81
3.13
1.021.51
1.020.35
2.842
3.09
0.64 0.82
6.58
1.54
11.31
5.015.14
0.03 0.23
1.412.22 2.25 2.28 2.42
3.063.84
4.40
8.559.21 9.29
9.75
10.75
12.50
Average Miri Tawau Terrengganu Perlis Pahang KL KK Selangor Kedah Perak NS Kelantan Penang Melaka Johor Kuching
Waiting time (mins)2015 2016
• Average waiting time have extended from 2.60 in 2015 to 5.13 in 2016• Waiting for most of the branches across the regions have increased – people
are taking longer time to resolve their issues
14 © 2015 Ipsos.
STAFF’S ATTIRE
Appropriatelydressed
Branches that score < 90%:Terengganu
Wellgroomed
Branches that score < 90%:All branches scored 100%
Easilyidentified (name on counter)
Branches that score < 90%:Johor, Kedah, Kelantan, KK, KL, KuchingMiri, Pahang, Penang, Perak, Perlis, Selangor, Tawau, Terrengganu
Staff’s Attire score have improved over last year.
Grooming maintained a 100% perfect compliance.
Nametag / Identifying staff by name have also improved over last year.
Dressing / Appropriate attire score fell short in 2016 – contributed only by one branch – the rest of the branches maintained a perfect 100%.
76.6
83.3
2015 2016
Staff’s Attire Score:100
98.4
2015 2016
100 100
2015 2016
29.7
51.6
2015 2016
15 © 2015 Ipsos.
Standard greeting Attentive listening & acknowledge
Focus Polite and friendly
Branches that score < 90%:Johor, Kedah, KK, KL, MelakaMiri, Penang, Perak, Perlis, Selangor, Tawau
Branches that score < 90%:All branches scored 100%
Branches that score < 90%:Selangor
Branches that score < 90%:KK, Perlis, Terengganu
STAFF’S FRIENDLINESS
Staff’s friendliness overall score had improved over last quarter – contributed by and improved performance observed across all attributes checked.
Being ‘focus’ to customer’s requirement during conversation can be improved -score maintained at 98.4 over last year.
67.2
68.8
2015 2016
96.9
100
2015 2016
98.4 98.4
2015 2016
89.1
93.8
2015 2016
87.9
90.2
2015 2016
Staff’s Friendliness Score:
16 © 2015 Ipsos.
STAFF’S KNOWLEDGE
Provide clear solution
Provide correct forms /
documents
Use brochure / pamphlet
Provideadditional info
Didn’t refer to colleague
Didn’t ask to refer to website
Provide checklist
Branches that score < 90%:Perlis
Branches that score < 90%:KL,Kuching, NS, PerlisSelangor, Tawau, Terengganu
Branches that score < 90%:Kedah, Kelantan, KKKL, Kuching, MelakaMiri, NS, Pahang, PenangPerak, Perlis, SelangorTawau, Terengganu
Branches that score < 90%:Kelantan, KK, KL, KuchingMiri, NS, Pahang, PerakPerlis, Tawau, Terengganu
Branches that score < 90%:Kedah, Perak, Perlis, Tawau
Branches that score < 90%:Johor, Kedah, KK, KLMelaka, NS, Pahang, Penang, Perak, PerlisSelangor, Tawau, Terengganu
Branches that score < 90%:Kedah, Kelantan, KKKL, Kuching, NS, PahangPenang, Perak, PerlisSelangor, Tawau, Terengganu
Knowledge have improved over last year. Staffs appear to be more equipped with the right knowledge when servicing our
shoppers. However, there are areas that can be looked into in order to further improve the score
for next year: Use of brochure/pamphlet, refer to the website and provide checklist
92.2
98.4
2015 2016
79.7
87.1
2015 2016
46.9
42.9
2015 2016
60.9
72.6
2015 2016
89.1
90.3
2015 2016
64.1
61.3
2015 2016
71.9
67.2
2015 2016
72.1
74.3
2015 2016
Staff’s Knowledge Score:
17 © 2015 Ipsos.
OVERALL EXPERIENCE
Overall staff performance
Branches that score below average:Kelantan, NS, Penang, Perak, PerlisTawau, Terengganu
Overall experience at
the branch
Branches that score below average:Kelantan, KK, Perak, Tawau
Overall Experience score had improved over last year – score improved by 2.2%.
An improved score is observed across most of the branches for both staff performance as well as experience at the branch
However, we note a low scores on both checks for Kelantan, Perak and Tawau.
64.7
68.1
2015 2016
69.1
70
2015 2016
66.9
69.1
2015 2016
Overall Experience Score:
18 © 2015 Ipsos.
SUMMARY AND CONCLUSION:
• 2016 Overall service compliance score registered an improvement over 2015
• Highest performing branches are:
• Melaka
• Kuala Lumpur
• Pahang
• Lowest Performing: Tawau, Perak & Kelantan
• We note a mark improvement in servicer for all service areas evaluated except for Que and counter
AREA FOR IMPROVEMENT:
Que & Counter Score dropped from 86.4% in 2015 to 85.6% in 2016
Branches that had pulled the que and counter score down are KL, Selangor and Kuching
Recommended action for improvement:
Location of QMS & Instruction on QMS - Ensure QMS is easily visible from the entrance or have signage to the QMS if the location cannot be changed.
Waiting time has increased by 5 minutes – look into current service process to see where can be enhanced so customer is able to complete transaction faster allowing for a shorter waiting time for waiting customers.
CONCLUSIONS AND RECOMMENDATION
19 © 2015 Ipsos.
Recommendations
A. Queue and Counter B. Staff Attire C. Staff Friendliness D. Staff Knowledge
A1. Regular compliance checks• Schedule a regular compliance
check to make sure that facilities, i.e QMS machines, devices are always functioning
• Provide a point of contact if devices are not functioning, for a fast servicing / repairing/ maintenance.
B1. Dress Code / Dress Guidelinefor the Staff• Implement the dressing code/
dressing guideline for the staff, to make sure they are always presentable and well-groomed when meeting customers.
C1. CIDB’s Value towards the Customers• Relive or improve the existing
Employees’ values when serving the customers.
• For example: Smile, Greet, and be Courteous
• Have a standardize greeting when staff meets with clients, such as “Salam, how can I help you today?”
D1. Product Knowledge and Training• To prepare staff with a product
knowledge to better serve customer’s enquiries.
D2. Refreshment Courses• To make sure that the they have
to clock in certain hours of training or courses within certain period of time, so that the knowledge attained are up to-date
20 © 2015 Ipsos.
South
Melaka Johor NS
Strength• Branch• Queue and Counter• Staff Attire
• Branch• Queue and Counter
• Branch• Queue and Counter• Staff Attire• Staff Friendliness
Weakness• Staff knowledge • Staff Friendliness
• Staff Attire • Staff Knowledge
Recommendation
More rooms for improvement on the:
• A1. Regular compliance checks• B1. Dress Code / Dress Guideline
for the Staff• C1. CIDB’s Value towards the
Customers• D1. Product Knowledge and
Training• D2. Refreshment Courses
• B1. Dress Code / Dress Guidelinefor the Staff
• D1. Product Knowledge and Training
• D2. Refreshment Courses
21 © 2015 Ipsos.
Perak Penang Kedah Perlis
Strength • Branch • Branch • Branch • Branch
Weakness • Staff Knowledge • Staff Knowledge • Queue and Counter• Staff Attire
• Staff Knowledge • Staff Attire• Staff Knowledge
Recommendation
• D1. Product Knowledge and Training
• D2. RefreshmentCourses
More rooms for improvement on the:
• A1. Regular compliancechecks
• B1. Dress Code / Dress Guideline for the Staff
• C1. CIDB’s Value towards the Customers
• D1. Product Knowledge and Training
• D2. Refreshment Courses
• D1. Product Knowledge and Training
• D2. Refreshment Courses
• B1. Dress Code / Dress Guideline for the Staff
• D1. Product Knowledge and Training
• D2. Refreshment Courses
North
22 © 2015 Ipsos.
Terengganu Pahang Kelantan
Strength • Branch• Branch
Staff Knowledge• Branch
Staff Friendliness
Weakness • Staff Knowledge • Staff Attire • Staff Knowledge
Recommendation• D1. Product Knowledge and Training• D2. Refreshment Courses
• B1. Dress Code / Dress Guideline for the Staff
• D1. Product Knowledge and Training
• D2. Refreshment Courses
East Coast
23 © 2015 Ipsos.
Selangor Kuala Lumpur
Strength • Branch N/A
Weakness• Queue and counter• Staff Attire• Staff Knowledge
• Queue and counter• Staff Attire• Staff Knowledge
Recommendation
• A1. Regular compliance checks• B1. Dress Code / Dress Guideline for the Staff• D1. Product Knowledge and Training• D2. Refreshment Courses
• A1. Regular compliance checks• B1. Dress Code / Dress Guideline for the Staff• D1. Product Knowledge and Training• D2. Refreshment Courses
Central
24 © 2015 Ipsos.
Miri Kuching KK Tawau
Strength• Branch• Queue and Counter
• Branch• Staff Friendliness
N/A N/A
Weakness • Staff Friendliness• Queue and Counter• Staff Knowledge
• Staff Knowledge• Staff Attire• Staff Knowledge
Recommendation• C1. CIDB’s Value towards the
Customers
• A1. Regular compliance checks• D1. Product Knowledge and
Training• D2. Refreshment Courses
• D1. Product Knowledge and Training
• D2. Refreshment Courses
• B1. Dress Code / Dress Guideline for the Staff
• D1. Product Knowledge and Training
• D2. Refreshment Courses
East Malaysia
25 © 2015 Ipsos.
Thank You.