ROI Briefing

Slide 1: 

1

Slide 2: 

2 W5 Mystery Shopping Research Instructions Quarter 4 Ulster Bank Mystery Shopping November 2009

What is Mystery Shopping? : 

3 What is Mystery Shopping? Mystery shopping is a tool used by market research companies to measure the quality of the retail service or gather specific information about products and services. Mystery shoppers pose as normal customers and perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way. Post experience they provide detailed reports or feedback about their experiences.

What is the project about? : 

4 What is the project about? Ulster Bank employs W5 Marketing Intelligence to undertake a mystery shopping exercise on a regular basis. The project involves sending researchers into each Ulster Bank branch in Ireland. The researchers are to report back to us on their experience. This time Ulster Bank want to measure the experience a regular Ulster Bank customer receives when making a day to day transaction and an enquiry about home insurance.

Steps in the Mystery Shopping Process : 

5 Steps in the Mystery Shopping Process Familiarise Route Plan Conduct the Branch Visit Complete the Questionnaire

1. Familiarise : 

1. Familiarise Scenario Questionnaire Each stage of interview process

2. Route Plan : 

7 2. Route Plan Plan your route so it suits you best. Look up the location of the branches. Never ring the branch to ask for directions!

Slide 8: 

8 3. Conduct the Branch Visit Bring what’s needed for your transaction… Be natural! Imagine you are carrying out one of your everyday transactions. You should act, think and question just as you would in a real situation. Always accept a follow up call. Do not fill out the questionnaire or bring any mystery shopping material in the branch. No kids please!

Slide 9: 

9 4: Complete the Questionnaire Each branch has a link. It’s essential that you click on the correct link for that branch. Complete the questionnaire online (Try to complete it the same day) Please try to avoid using the N/A option Explain scores in the comments section. Careful with your spelling Once you complete the questionnaire it is automatically sent to W5. Please text 00 353 866089573 if you get any follow up calls post completion of the questionnaire.

Slide 10: 

Scenario

The Scenario – The reason for visiting the bank : 

The Scenario – The reason for visiting the bank You must have a personal current account with Ulster Bank. You must not have your home insurance with Ulster Bank. You want to go into the bank to make one of the following day to day transactions: Account balance enquiry Cash lodgement Cash withdrawal Standing order enquiry Please do each scenario the same amount of times, use an amount over €20 and vary the amount each time.

The Home Insurance Query : 

The Home Insurance Query Once the transaction is carried out you must also make an enquiry about Ulster Bank’s home insurance. You are keen to find out if Ulster Bank can match or beat this. Find out how much information they can give you there and then. If you are in the greater Dublin Area, your house is worth around €280,000. You are paying home insurance of €210 annually or €23 monthly on this property with FBD. If you are not in the great Dublin Area, your house is worth around €220,000. You are paying home insurance of €180 annually or €20 monthly on this property with FBD. Please take note if they ask another staff member to assist you. Please say that you would like someone to call you about it to discuss it further.

Slide 13: 

Questionnaire

Scoring – Scale Definitions : 

Scoring – Scale Definitions Excellent Good Satisfactory Poor Very Poor

Sections of Questionnaire : 

Sections of Questionnaire Exterior Interior Queuing & Waiting Initial Impression The transaction The query Closing Follow up Recommendation Customer Experience Audit Overall

When completing the questionnaire…. : 

When completing the questionnaire…. Please note the following: Please avoid using the N/A option unless it is absolutely necessary. Check for spelling mistakes. Do not abbreviate or use note form. Check the capitalisation of letters and full stops at the end of sentences. Ensure consistency with your answers. No need to use paragraphs.

Online Questionnaire : 

Online Questionnaire

Online Questionnaire : 

Online Questionnaire

Online Questionnaire : 

Online Questionnaire

Slide 20: 

Points to Note

Important points to note! : 

Important points to note! Do not ask for directions Do not bring the questionnaire or any mystery shopping material into the branch Act natural – customise the scenario where possible Get the advisors full name and job title - Look at the name badge – don’t ask Always accept a follow up call Let W5 know if you think you were spotted All questionnaires back on time.

Slide 22: 

22 Important Dates to Remember!

Questionnaire Return Date : 

All Questionnaires must be completed online by 5pm on the 27th November 2009 Today Questionnaire Return Date

Slide 24: 

24 W5 Contact Details

W5 Contact Details : 

25 W5 Contact Details Let W5 know if you get a follow up call after you submitted your questionnaire to us. If you have any questions or queries what-so-ever, please contact, Carole Crowley on 00353 1 406 3400 or 00353 86-6089573 or info@w5.ie               W5 Marketing Intelligence, Garland House, Rathmines Park, Dublin 6.

Slide 26: 

26 Thank You! Thank you for agreeing to be a mystery shopper for Ulster Bank. We really appreciate your time and input into this project.

Slide 27: 

27 The Mews Garland House Rathmines Park Dublin 6 T 00 353 1 497 3400 F 00 353 1 497 3419 E info@w5.ie www.w5.ie