Digital Branch Testing

Objective

Capture voice of the customer in digitally

enhanced branches

Methodology

Mobile diary (smartphone)

Advantages

Understand the customer experience within one of the new RBC Retail By Design branches.

Mobile Experience Testing

Process

Age:18+

Willing to share GPS and consent to participate

Own smartphone

Recruited solely from the AskingCanadians panel

Mix of current RBC customers and non-customers

Sample

Methodology

Pre Test Visit RBC Complete Mobile Diary

N = 234 N = 38

Respondent Assignment

Visit the RBC branch

Investigate credit card products offered by RBC

Use all the possible resources available in your investigation

GPSProgress Bar

Rating Scale

Flexibility of Mobile

VS.

Q4 - Overall, how would you describe your experience of being at this branch of RBC? What stands out in your memory?

Q5 - What, if anything, could the branch do to improve your experience there?

Q4 - Overall, how would you describe your experience of being at this branch of RBC?  What stands out in your memory as impressing you, or as needing improvement?

New Wording

Old Wording

“User Experience” = Less is More

Question Design

Old Invite New Invite

Invite Design – Imagery

Results

Describe the Branch in 5 Words

Picked Up Literature Spoke to Staff Used the Touch Screen Used the Table Top

84%

66%

21%18%

Resources Consulted to find out about RBC Royal Bank Credit Cards

What Respondents Viewed in RBC

“A welcoming atmosphere, plenty of literature to read. NO pressure from staff to leave quickly so you can take your time.”

“It is a new branch so very clean and fresh. I liked the information that was available so less staff help was needed. I did not like it that it seemed a long wait if customer service was needed.”

“Someone came and ask me if I needed any assistance and she walked me through the various credit card options.”

“I was greeted as I entered and got my information quickly. I felt welcome. I was impressed by the layout. Parking is a nightmare.”

“Impressive design. Truly friendly staff who offered assistance.”

Very friendly staff willing to show the new building The touchscreen in the middle of the bank was very helpful and the person that helped me was very helpful with everything.

Added Insight – Voice of the Customer

Mobile proved to be an engaging experience

Immediacy and Authenticity of response

Use of the AskingCanadians panel ensured robust enough sample size in short field window

Summary

Mobile Engagement Testing

HBC and Mobile

• HBC brand is evolving

• HBC wants to have more mobile offerings

• AskingCanadians partnership provides ideal environment to gain research insight before program launch

Process

Sample came from the AskingCanadians panel

Agree to participate in this active, mobile diary exercise followed by a short post-survey

Age:18+

Own a smartphone

Will be shopping at The Bay in the next week

All respondents will be part of the pre-existing HBC segmentation groups

Sample Frame

Pre Test Visit The Bay

Complete Mobile Survey

Post Test

Methodology

N = 334 N = 72 N = 64

New Wording

Privacy

Trust

Reciprocity

Survey Invite

Mobile Survey Experience

Results

3 in 4are willing to share their GPS location on their mobile

7 in 10 are willing to download a free application

to their phone to complete a mobile survey

Mobile =

Mobile Consent

Males make it happen Millennials – where did you go? Quebec Conquest

Responsive Segments - Observations

Segmentation and Mobile Response

Frequent Shoppers Non-Frequent Shoppers

6%

9%

8%

4%Pre-Test CompletesMobile Completes

Share of Total Survey Completes

No Purchase

Apparel

Home

Other

Beauty

47%

32%

11%

6%

4%

Research Integrity

Did You Make A Purchase Today?

Take A Picture of Your Favourite Display

“Exciting new product line”

“Eye catching arrangement of mannequins”

“New display stand. Bright highlighted organized. Not just cluttered on a table. The swimwear mannequins upstairs were a close second; nice combo with the bright towels and rainbow hat.”

“The Mannequins in the centre of the isle with CANADA Olympic Wear jumped right out at me”

“Looked so cute and spring like”

“I love handbags especially leather type. Fossil is one of my favorite and they seem to have some new styles on display”

“Colorful, patriotic and well organized”

“It's colorful and has very classic Bay colours! Nostalgic!”

“Bright colors. Uniformity”

Verbatims – Why Did You Take This Picture?

9 in 10 would use The Bay coupons if they were

delivered to their mobile phones

Mobile Couponing Acceptance

100%

Future Mobile Experiences

Mobile =

8 in 10

people enjoyed completing this mobile survey

Mobile Research Experience

“I was expecting something longer, with more questions. Surprised by how short it was.”

“Very good experience. Would've like a chance to change the photo taken once I discovered I like another photo better then the one I just submitted.”

“Very enjoyable. Using the app to perform part of the survey changed the experience and made it different”

“Very enjoyable, good experience, would be very open to be completing more of this type of survey.”

“I liked this mobile experience. It was brief, which is good. It allowed me to be at the actual location and base my opinion on what I actually saw at that moment.”

“This survey is very close to blogging or sending a tweet regarding one's shopping experience - but one level better as a picture feed is involved!”

“The added interaction allowed me to pay closer attention to details when shopping, beyond my original target item. it also forced me to notice something I'd otherwise overlook”

Verbatims – Mobile Experience

Company Phones

Software Download

Need Engaged and Trusting Participants

Lessons Learned

Immediacy and Authenticity of Response

Research experience offers way to engage respondents

Trusting audience overcomes technology adoption challenge

Why Mobile Research?

THANK YOU!

For more information contact:rmanocha@askingcanadians.com

Raj ManochaVice President, AskingCanadians

www.corporate.askingcanadians.com

@askingcanadians