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INSTITUTE OF
SERVICE EXCELLENCESINGAPORE MANAGEMENT UNIVERSITY
ISE INDUSTRY FORUM CSISG 2016 Full Year & Q4 RESULTS Announcement
INSTITUTE OF
SERVICE EXCELLENCESINGAPORE MANAGEMENT UNIVERSITY
CSISG 2016 Q4 RESULTS
Healthcare And Finance & Insurance
4
Customer Satisfaction
CSISG (Scale of 0-100)
1. Overall Satisfaction 2. Ability to Meet Expectations
3. Similarity to Ideal
How Much Did Companies Satisfy Their Customers?The CSISG Score
5
Qn. Overall Satisfaction Qn. Ability to Meet Expectations Qn. Similarity to Ideal
General CSISG Structural Model
Qn. Repurchase Intention Qn. Price Tolerance
Qn. Complaint Behaviour
Customer Expectations
(Expected Quality Before Recent Experience)
Perceived Overall Quality
Perceived Value
Customer Satisfaction
(CSISG)
Customer Complaints
Customer Loyalty
Qn. Price / Quality Qn. Quality / Price
Qn. Expected Overall Quality Qn. Expected Customisation Qn. Expected Reliability
Qn. Perceived Overall Quality Qn. Perceived Customisation Qn. Perceived Reliability
→ Denotes positive relationship between the drivers → Denotes inverse relationship between the drivers
General CSISG Fieldwork MethodologySingapore citizens and PRs are interviewed at their homes.
Homes are selected from a random address listing that matches the housing profile of Singapore resident population.
Departing tourists are interviewed at Changi Airport.
(Applicable to Private Hospitals Sub-sector only)
Typically 100-200 respondents per company would have answered the CSISG questionnaire.
Each respondent answers up to 21 CSISG questions and about 24 touchpoint questions about the company/brand they had recent experiences with. Each respondent evaluates only 1 company/brand.
6
7
Overview of Score Calculation
Company Score
Sub-Sector Score
National ScoreSector Score
Incidence Study
• Identify companies with highest interactions with locals and tourists.
• Locals surveyed door-to-door. • Tourists surveyed at Changi Airport. • DOS population and STB Visitor
Arrival data used to further identify proportion of locals and tourist customers.
Local & Tourist Weights
Company Weights
Revenue / GDP Contribution Weights
• Identify revenue contribution of each sub-sector to its respective sector.
• Identify GDP contribution of each sector to the total GDP of sectors measured in the CSISG.
1 2 3 4
Revenue Share Study / DOS GDP Data
Calendar year 1st quarter Info-communications Retail
2nd quarter Private Education Public Education Air Transport Land Transport Logistics
3rd quarter F&B Tourism
4th quarter Finance & Insurance Healthcare
Sectors Measured in the CSISG
9
Total Questionnaires Completed 40,809
Face-to-Face 28,823
Online survey 3,984
Tourists 8,002
Distinct entities measured 1,245
Entities with published scores 196
CSISG 2016 Full Year Quick Facts
Note: Online survey for Private Education and ITE sector
10
11
Sectors Covered Healthcare Finance & Insurance
Survey Period Oct 2016 to Jan 2017
Total Questionnaires Completed 9,402
Face-to-Face 9,042
Tourists 360
Distinct entities measured 85
Entities with published scores 48
CSISG 2016 Q4 Quick Facts
13
75.7 Public Education 77.1 Universities* 80.5 SMU*77.6 NUS 76.0 NTU74.2 SUTD73.0 SIT 72.5 ITE 71.5 Polytechnics 76.0 Singapore* 75.0 Temasek* 72.2 Ngee Ann 67.8 Republic 65.8 Nanyang
75.5 Air Transport 81.4 Airport* 81.4 Changi Airport 73.5 Airlines 76.7 Singapore Airlines* 75.1 Garuda Indonesia* 74.1 Emirates 73.3 Cathay Pacific 71.9 Qantas 71.7 Silkair 70.8 Other airlines 69.5 Budget Airlines 70.3 Jetstar Asia 69.9 AirAsia 68.6 Tigerair 68.2 Scoot 70.9 Other budget airlines
71.7 Retail
73.1 Motor Vehicles*
72.3 Jewellery
71.9 Fashion Apparels74.8 Bossini74.5 Uniqlo74.0 Hang Ten73.1 G200072.5 H&M71.5 Giordano71.2 Mango70.5 Topshop69.9 Cotton On69.6 Zara71.4 Other fashion apparels
71.5 Furniture & Electronics73.0 Challenger72.4 Gain City72.1 Courts71.8 Harvey Norman67.9 IKEA72.5 Other furniture & electronics
71.5 Petrol Service Stations72.4 Esso71.6 SPC71.5 Shell69.1 Caltex
71.5 Supermarkets72.5 Cold Storage71.9 Sheng Siong71.7 NTUC Fairprice71.1 Giant67.6 Other supermarkets
71.1 e-Commerce73.2 Zalora*72.0 Taobao/Tmall72.0 Groupon71.9 Lazada71.6 Ebay 71.1 Deals.com/Ensogo70.6 Carousell70.3 Qoo10 69.3 Amazon
70.2 Department Stores73.2 DFS*71.7 Takashimaya71.5 John Little71.2 Robinsons71.0 Isetan70.8 BHG69.1 Metro68.6 Tangs67.5 Other departmental stores
71.2 Logistics 72.4 Courier Services 73.6 FedEx 72.7 Speedpost 72.0 DHL 71.3 UPS 68.9 Other courier services 67.9 Postal Services 67.9 Singapore Post
72.4 Finance & Insurance
72.9 Banks 73.1 DBS72.9 OCBC72.5 Maybank72.5 Citibank71.9 Standard Chartered71.7 UOB71.3 HSBC70.8 Other banks 71.8 Motor & Other Personal Insurance 72.6 AXA72.3 NTUC Income72.2 AIG71.2 Other motor & personal insurers
71.6 Life Insurance 73.2 Great Eastern72.8 AIA71.3 NTUC Income71.1 Prudential69.1 Aviva70.2 Other life insurers
70.8 Health and Medical Insurance 71.4 NTUC Income70.7 Prudential70.5 AIA70.1 Great Eastern71.3 Other health & medical insurers
70.7 Credit Cards 72.1 Citibank72.1 American Express70.9 DBS70.7 Maybank70.7 UOB70.4 HSBC70.0 OCBC69.0 Other credit cards
2016 National Score
71.8How Well Did Companies Satisfy Their Customers?
71.1 Tourism
72.8 Attractions*74.3 Sentosa73.3 Singapore Zoo73.1 Universal Studios72.8 S.E.A. Aquarium72.6 Jurong Bird Park72.3 River Safari72.2 Night Safari72.1 Gardens By The Bay71.2 MBS Skypark71.1 Adventure Cove70.1 Singapore Discovery Centre70.5 Other attractions
72.5 Hotels*Luxury & Upscale Hotels
77.2 Marina Bay Sands*75.6 Shangri-La*74.9 The Ritz-Carlton*73.9 Marina Mandarin73.9 Pan Pacific Singapore73.6 Swissotel the Stamford73.3 Mandarin Orchard73.0 Grand Hyatt
Economy Hotels
67.8 Hotel 8166.8 Fragrance Hotel
72.5 Other hotels
68.7 Travel & Tour Services
67.7 Online Travel Agencies
1
QUALIFIER FOR RESPONDENT (1) Recently Interacted with Companies/
Brands (Past 3/6/12 months) (2) Each Respondent Evaluates
Satisfaction with 1 to 2 Companies/Brands from different Sectors
14
2016 National Score
71.8How Well Did Companies Satisfy Their Customers?
71.0 Healthcare
73.2 Private Hospitals*74.3 Mount Alvernia74.2 Parkway East73.6 Gleneagles73.5 Raffles73.1 Mount Elizabeth Orchard72.7 Mount Elizabeth Novena71.2 Thomson Medical
70.3 Polyclinics 70.4 SingHealth70.3 NHG 70.0 Restructured Hospitals 71.2 KK Women’s & Children’s70.9 Khoo Teck Puat70.9 Changi General70.1 Ng Teng Fong69.9 Tan Tock Seng69.8 National University68.5 Alexandra67.3 Singapore General
69.8 Restaurants71.7 Fish & Co 71.4 Boon Tong Kee 71.3 Din Tai Fung 71.2 Sushi Tei71.1 Tung Lok Signatures70.9 Crystal Jade Kitchen 70.8 Dian Xiao Er 70.6 Pizza Hut 70.4 Thai Express 70.2 Swensen’s 70.1 Manhattan Fish Market 70.1 Jack’s Place 70.1 Astons70.0 Nando’s70.0 Ajisen Ramen 69.8 Sakae Sushi 69.7 Crystal Jade La Mian Xiao Long Bao 69.6 Seoul Garden 69.3 Xin Wang Hong Kong Cafe 68.3 Imperial Treasure Noodle & Congee 68.0 Other restaurants 69.2 Food Courts70.6 Food Republic70.5 Food Junction70.0 NTUC Foodfare68.7 Kopitiam67.9 Koufu66.4 Other food courts
68.5 Info-Communications 69.6 Wireless@SG 69.2 Mobile Telecom 72.0 Singtel* 67.5 StarHub 65.0 M1 67.0 Broadband 67.5 M167.0 StarHub66.9 Singtel 66.6 PayTV 67.7 StarHub 65.8 Singtel
66.8 Land Transport
70.0 Taxi Services* 72.2 Premier* 71.9 Transcab 70.1 SMRT 69.3 ComfortDelGro 68.5 Prime
70.1 Food & Beverage
72.7 Bars & Pubs*
70.7 Fast Food Restaurants72.3 McDonalds71.0 Burger King70.4 KFC69.5 Mos Burger68.8 Subway67.9 Other fast food restaurants
70.7 Cafes & Snack Bars72.7 Starbucks72.2 Delifrance70.2 Coffee Bean & Tea Leaf70.1 Ya Kun69.6 Toast Box68.6 Other cafes and snack bars
All scores displayed are accurate to one-decimal place. Entities are presented in decreasing levels of satisfaction.
* Companies indicated with an asterisk(*) are companies that have performed significantly above their sub-sector average.
* Sub-sectors indicated with an asterisk(*) are sub-sectors that have performed significantly above their sector average.
The sparklines indicate the satisfaction score of their respective sectors, sub-sectors and companies over the past few years.
statistically significant increase in customer satisfaction from 2015 to 2016
statistically significant decrease in customer satisfaction from 2015 to 2016
no significant year-on-year change in customer satisfaction score
This above chart summarises the results of the CSISG 2016 satisfaction scores at the national, sector, sub-sector and company levels.
CSISG scores are generated based on the econometric modelling of survey data collected from end-users after the consumption of products and services. Company scores (in black) are weighted based on a separate incidence study. This incidence study helps determine each company’s sample profile and the local-tourist weights. Sub-sector scores (in blue) are derived as a weighted average of company scores, in proportion to the local and tourist incidence interactions with the constituent companies. Sector scores (in gold) are derived by aggregating the sub-sector scores proportionately to each sub-sector’s revenue contributions.
Finally, the national index of 71.8 represents a weighted average, by each sector’s contribution to GDP, of the 11 sector scores.
There are new sub-categories created under the Hotel Sub-sector; namly Luxury & Upscale Hotels, Mid-Tier Hotels, and Economy Hotels. However, there are no Mid-Tier Hotel measured in 2016 due to low incidence.
68.8 Transport Booking App* 69.7 Uber 69.0 Grab 68.0 ComfortDelGro 67.2 Other transport booking app 66.4 Mass Rapid Transit System 66.5 SBS Transit 66.3 SMRT 62.7 Public Buses 64.4 SMRT 61.9 SBS Transit 65.0 Private Education 65.0 Private Education Institutions
2
QUALIFIER FOR RESPONDENT (1) Recently Interacted with Companies/
Brands (Past 3/6/12 months) (2) Each Respondent Evaluates
Satisfaction with 1 to 2 Companies/Brands from different Sectors
15
CSISG 2016 Q4 Sub-sectors
Healthcare Sector
• Restructured Hospitals
• Private Hospitals
• Polyclinics
Finance & Insurance Sector
• Banks
• Credit Cards
• Life Insurance
• Health & Medical Insurance
• Motor & Personal Insurance
NEW
60
68
76Private Hospitals
2007 2016
70
78
Healthcare Sector
60
68
76Restructured Hospitals
2007 2016
Healthcare Sector CSISG
60
68
76Polyclinics
2007 2016
Note: Respondents must have sought medical consultation at the institution in the last 6 months
◼
17
▼Statistically significant increase/drop between the 2016 and 2015 scores at 90% confidence ◼No statistically significant change between the 2016 and 2015 scores at 90% confidence
18
Satisfaction Up - Driven by Movements in Quality & Value
Customer Expectations (Expected Quality
Before Recent Experience)
Perceived Quality
(After Recent Experience)
Perceived Value CSISG
Private Hospitals 75.0 73.8 74.6 73.2
Polyclinics 70.0 73.6 73.5 70.3
Restructured Hospitals 71.3 71.4 71.6 70.0
▼Statistically significant year-on-year increase/drop at 90% confidence ◼No statistically significant year-on-year change at 90% confidence
Customer Expectations
Perceived Quality
Perceived Value CSISG
Complaints
Customer Loyalty
SGH 66.7
KKH 70.6
CGH 70.5
TTSH 68.8
NUH 68.4
KTPH 69.7
NTFH 69.0
67.3 SGH
71.2 KKH
70.9 CGH
69.9 TTSH
69.8 NUH
70.9 KTPH
70.1 NTFH
68.5 AH
CSISG
2015
CSISG
2016
19
Restructured Hospitals
2007 201660
68
76Restructured Hospitals
70.0
70
78
Healthcare Sector
Added in 2016: Alexandra Hospital (Sengkang Health)
No Significant Changes in Satisfaction
Note: Respondents must have sought medical consultation at the institution in the last 6 months
Raffles Hospital 72.2
Mount Alvernia Hospital 72.6
Thomson Medical Centre 71.7
Mount Elizabeth Orchard 72.5
Parkway East Hospital 71.7 Gleneagles Hospital 71.5
Mount Elizabeth Novena 71.0
73.5 Raffles Hospital
74.3 Mount Alvernia Hospital
71.2 Thomson Medical Centre
73.1 Mount Elizabeth Orchard
74.2 Parkway East Hospital 73.6 Gleneagles Hospital
72.7 Mount Elizabeth Novena
CSISG2015
CSISG2016
Healthcare Sector
20
Private Hospitals
2007 201660
68
76 Private Hospitals 73.2Satisfaction Levels Undifferentiated
Note: Respondents must have sought medical consultation at the institution in the last 6 months
NHG Polyclinics 69.6 SingHealth Polyclinics 69.8
70.3 NHG Polyclinics
70.4 SingHealth Polyclinics
CSISG
2015
CSISG
2016Healthcare Sector
21
Polyclinics
2007 201658
67
76 Polyclinics
70.3 ◼
No Significant Changes in Satisfaction
Note: Respondents must have sought medical consultation at the institution in the last 6 months
Ease of making appointment
Registration process
Waiting time (before undergoing medical test or seeing a doctor)
Waiting experience
Clarity of direction signs
Ease of getting around
Amenities within hospital
Explanation of diagnosis / condition
Treatment administered or suggested
Collection of medication
Clarity of medication instructions
Payment process
6 7 8
Private HospitalsRestructured Hospitals
Customer Journey for Hospitals
22
Ease of making appointment
Registration process
Waiting time (before undergoing medical test or seeing a doctor)
Waiting experience
Clarity of direction signs
Ease of getting around
Amenities within hospital
Explanation of diagnosis / condition
Treatment administered or suggested
Collection of medication
Clarity of medication instructions
Payment process
6 7 8
Private HospitalsRestructured Hospitals
Satisfaction with Restructured Hospitals Generally Lower Across the Customer Journey
Attributes where Private Hospitals performed significantly better than Restructured Hospitals 23
Satisfaction Significantly Worse Than Other Attributes
6 7 8
Private HospitalsRestructured Hospitals
Waiting Time Lowest Rated Attribute for Hospitals
Ease of making appointment
Registration process
Waiting time (before undergoing medical test or seeing a doctor)
Waiting experience
Clarity of direction signs
Ease of getting around
Amenities within hospital
Explanation of diagnosis / condition
Treatment administered or suggested
Collection of medication
Clarity of medication instructions
Payment process
24
Satisfaction Significantly Worse Than Other Attributes
Ease of making an appointment
Efficiency of registration process
Waiting time (before undergoing medical test or seeing a doctor)
Waiting experience
Clarity of direction signs
Ease of getting around
Amenities within polyclinic
Cleanliness of polyclinic
Explanation of diagnosis / condition
Collection of medication
Clarity of medication instructions
Payment process
6 7 8
Polyclinics
Similarly, Waiting Time Lowest Rated Attribute for Polyclinics
25
Private Hospitals Have The Shortest Perceived Waiting TimeP
erce
ntag
e of
Res
pond
ents
0%
35%
70%
20 mins& below
21~40mins
41 mins& above
Percentage of Respondents in each Wait Category
20 mins& below
21~40mins
41 mins& above
20 mins& below
21~40mins
41 mins& above
Restructured Hospitals Perceived Median Waiting Time:
30 Mins
Private Hospitals Perceived Median Waiting Time:
20 Mins
Polyclinics Perceived Median Waiting Time:
40 Mins
26
Higher Perceived Wait Time Associated With Lower SatisfactionP
erce
ntag
e of
Res
pond
ents
0%
35%
70%
20 mins& below
21~40mins
41 mins& above
Percentage of Respondents in each Wait CategoryCSISG of Respondent in each Wait Category
20 mins& below
21~40mins
41 mins& above
CS
ISG
50
65
80
20 mins& below
21~40mins
41 mins& above
Restructured Hospitals Perceived Median Waiting Time:
30 Mins
Private Hospitals Perceived Median Waiting Time:
20 Mins
Polyclinics Perceived Median Waiting Time:
40 Mins
27
28
Key Differentiators of Perceived Quality
Restructured Hospitals Private Hospitals Polyclinics
Top 5 Attributes with Significant Impact on Quality
Waiting experience Waiting experience Waiting experience
Registration process Registration process Efficiency of registration process
Clarity of direction signs Waiting time Amenities within polyclinic
Amenities within hospital Payment process Clarity of medication instructions
Explanation of diagnosis / condition
Treatment administered or suggested Waiting time
29
Waiting Experience A Larger Differentiator of Perceived Quality than Waiting Time
Restructured Hospitals Private Hospitals Polyclinics
Top 5 Attributes with Significant Impact on Quality
Waiting experience Waiting experience Waiting experience
Registration process Registration process Efficiency of registration process
Clarity of direction signs Waiting time Amenities within polyclinic
Amenities within hospital Payment process Clarity of medication instructions
Explanation of diagnosis/ condition
Treatment administered or suggested Waiting time
60
70
80Banks
2007 2016
70
78Finance & Insurance Sector
Finance & Insurance Sector CSISG Trends
31
60
70
80 Credit Cards
2007 2016
60
70
80Life Insurance
2007 201660
70
80Motor and Other Personal Insurance
2007 2016
60
70
80 Health and Medical Insurance
2007 2016
◼
◼
◼
▼Statistically significant increase/drop between the 2016 and 2015 scores at 90% confidence ◼No statistically significant change between the 2016 and 2015 scores at 90% confidence
32
Fall in Expected Quality Offset by Rise in Perceived Quality Across Finance & Insurance Sector
Customer Expectations
(Expected Quality Before Recent Experience)
Perceived Quality
(After Recent Experience)
Perceived Value CSISG
Banks 73.0 ▼ 75.4 73.8 72.9
Motor and Other Personal Insurance 71.2 ▼ 74.3 72.9 71.8
Life Insurance 72.3 ▼ 73.0 72.6 71.6
Health and Medical Insurance 71.4 ▼ 73.9 73.1 70.8
Credit Cards (New Sub-sector) 72.1 72.2 72.5 70.7
▼Statistically significant year-on-year increase/drop at 90% confidence ◼No statistically significant year-on-year change at 90% confidence
Customer Expectations
Perceived Quality
Perceived Value CSISG
Complaints
Customer Loyalty
33
…However Certain Sectors Saw a Drop in Customer Loyalty
Customer Expectations (Expected Quality
Before Recent Experience)
Perceived Quality
(After Recent Experience)
Perceived Value CSISG
Customer Loyalty
Banks 73.0 ▼ 75.4 73.8 72.9 70.3 ▼
Motor and Other Personal Insurance 71.2 ▼ 74.3 72.9 71.8 69.5 ▼
Life Insurance 72.3 ▼ 73.0 72.6 71.6 70.5
Health and Medical Insurance 71.4 ▼ 73.9 73.1 70.8 71.0
Credit Cards (New Sub-sector) 72.1 72.2 72.5 70.7 71.2
▼Statistically significant year-on-year increase/drop at 90% confidence ◼No statistically significant year-on-year change at 90% confidence
Lower Loyalty Scores Despite Upticks in
Satisfaction
Customer Expectations
Perceived Quality
Perceived Value CSISG
Complaints
Customer Loyalty
DBS 71.6
UOB 70.8
OCBC 71.6
Citibank 70.6
HSBC 69.7
Standard Chartered 71.3
Maybank 71.9
Other banks 70.1
73.1 DBS
71.7 UOB
72.9 OCBC
72.5 Citibank
71.3 HSBC
71.9 Standard Chartered
72.5 Maybank
70.8 Other banks
CSISG2015
CSISG2016
Finance & Insurance Sector
35
Banks (Main CASA Account)
2007 201660
70
80 Banks72.9
E.g. of Other Banks Include CIMB, Bank Of China, ANZ
Satisfaction Levels Undifferentiated
Provides efficient service
Makes the effort to understand your needs
Feeling assured that things will be taken care of
Proactively helps you when needed
Feels comfortable and safe
Performs services right the very first time
Gives you individual attention
Has your best interest at heart
Has a good reputation
Provides prompt service
Products appeal to you
Fulfills its promise at the promised time
Has Products and services available when you want
Brand image complements your personalityProducts and services are presented
in a way that is clear and easy to understandRange of products meet your needs
Satisfaction Rating (Scale of 1 to 10)
7.0 7.5 8.0
Banks Satisfaction Ratings
Increasing Impact
on Banks’ Quality
Score
Limited Impact on
Banks’ Quality
Score
Average 2016 Rating
Generally Service
Attributes Key To Raising Perceived Quality
36
Deeper Relation With Bank Associated With Higher Loyalty and Advocacy
Like
lihoo
d To
Rec
omm
end
(1 t
o 1
0 R
atin
g)
6
7
8
Loya
lty
Sco
re
60
70
80
1(CASA Only)
2 3 or More
Loyalty Score Average Likelihood To Recommend
Number of Products With Their Bank37
CS
ISG
Sco
re (
0 t
o 1
00
)
60
65
70
75
Citibank AmericanExpress
DBS/POSB
Maybank UOB HSBC OCBC Others
69.070.070.470.770.770.9
72.172.1
38
60
70
80Credit Cards
2007 2016
(Includes Standard
Chartered, CIMB, ANZ)
Credit Cards (Most Recently Used Card)Satisfaction Generally Similar Across Issuers
70.7
Generally Product Related
Attributes Key To Raising Perceived Quality
Merchant tie-ups that meet my needs
Ease of reward redemption
Flexibility of policies such as waiver of charges
Card benefits such as cashbacks,reward points, privileges
Brand image complements your personality
Has a good reputation
Card benefits are presented in a waythat is clear and easy to understand
Feels comfortable and safe when using the card
Ease of accessing card balance and transaction information
Satisfaction Rating (Scale of 1 to 10)
7.0 7.5 8.0
Credit Cards Satisfaction Ratings
Increasing Impact on Credit Cards’ Quality Score
Limited Impact on Credit Cards’ Quality Score
Average 2016 Rating
39
40
Similar Attributes Differentiating Perceived Quality and Loyalty
Top 3 Attributes with Impact on Quality
Merchant tie-ups that meet your needs
Ease of reward redemption
Flexibility of policies
Top 3 Attributes with Impact on Loyalty
Merchant tie-ups that meet my needs
Card benefits
Ease of reward redemption
Satisfaction with Credit Cards Touch-points
Sat
isfa
ctio
n R
atin
g (1
to
10
)
7
7.5
8
8.5
Per
cent
age
of R
espo
nden
ts I
nter
acte
d
0%
10%
20%
30%
Contact Centre Mobile App Internet Banking Branch
Percentage of Respondents InteractedAverage Satisfaction Rating
41
Sat
isfa
ctio
n R
atin
g (1
to
10
)
7
7.5
8
8.5
Per
cent
age
of R
espo
nden
ts I
nter
acte
d
0%
10%
20%
30%
Contact Centre Mobile App Internet Banking Branch
Percentage of Respondents InteractedAverage Satisfaction Rating
Satisfaction with Contact Centre Significantly Worse Than Other Touch-points
Satisfaction Significantly Worse Than Other Touch-
points
42
Sat
isfa
ctio
n R
atin
g (1
to
10
)
7
7.5
8
8.5
Per
cent
age
of R
espo
nden
ts I
nter
acte
d
0%
10%
20%
30%
Contact Centre Mobile App Internet Banking Branch
Percentage of Respondents InteractedAverage Satisfaction Rating
Satisfaction with Contact Centre Significantly Worse Than Other Touch-points
Satisfaction Significantly Worse Than Other Touch-
points
Selected Verbatim Of Respondents Who Rated Their Contact Centre Below 3 Points
Contact centre staff are not knowledgeable enough to answer my questions
Contact centre staff sounded impatient when talking to me
Contact centre waiting time is too long
The response time for my queries from their call centre staff is too slow
Had to wait very long with their contact centre before I can speak to a staff
I think there are too many instructions on their call centre menu
The customer service person is rude, once I asked for waiver of fees, they gave me attitude
I've been a customer with them for so long but they won't give me the annual fee waiver
43
44
Beyond Product Features, Service Elements is a Differentiator
Interacted with Touch-Points Last 3 Months (39.2% of Respondents)*
No Interaction with Touch-Points (60.8% of Respondents)
Top 5 Attributes with Significant Impact on Quality
Card benefits (Such as cashback, reward points, privileges)
Flexibility of policies such as waiver of charges
Merchant tie-ups that meet my needs Merchant tie-ups that meet my needs
Provides efficient service Ease of reward redemption
Flexibility of policies such as waiver of charges Brand image complements your personality
Fulfills its promise at the promised time Card benefits (Such as cashback, reward points, privileges)
*Note: Interaction refers to interaction with Contact Centre, Branch, Mobile App or Internet Banking for credit card purposes in the last 3 months.
Prudential 69.7
AIA 71.5
Great Eastern 72.1
NTUC Income 70.5
Manulife 69.4 Other Life 69.5
71.1 Prudential
72.8 AIA
73.2 Great Eastern
71.3 NTUC Income
69.1 Aviva
70.2 Other Life
CSISG
2015
CSISG
2016Finance & Insurance Sector
46
Life Insurance
2007 201660
70
80 Life Insurance
71.6 ◼
New company measured in 2016: Aviva
E.g. of Other Life Insurance includes Manulife, AXA, Tokio Marine
Note: Respondents must interacted with at least one of insurer’s touch-points in the past 12 month
No Significant Movement in Satisfaction
Service Attributes Key
To Raising Perceived Quality
Makes the effort to understand your need
Has your best interest at heart
Proactively helps you when needed
Gives you individual attention
Provides efficient service
Products appeal to you
Provides prompt service
Feeling assured that things will be taken care of
Fulfills its promise at the promised time
Products and services available when you want it
Performs services right the very first time
Has a good reputation
Feels comfortable and safeProducts and services are presented in a way
that is clear and easy to understandRange of products meet your needs
Brand image complements your personality
Satisfaction Rating (Scale of 1 to 10)
7.0 7.4 7.8
Life Insurance Satisfaction Ratings
Increasing Impact on Life Insurance’s Quality Score
Limited Impact on Life Insurance’s Quality Score
Average 2016 Rating
47
AIA 69.7 Great Eastern 69.4
NTUC Income 70.2 Prudential 70.0
Other Health & Medical 70.6 70.5 AIA 70.1 Great Eastern
71.4 NTUC Income
70.7 Prudential
71.3 Other Health & Medical
CSISG2015
CSISG2016 Finance & Insurance Sector
48
Health & Medical Insurance
2007 201660
70
80 Health & Medical Insurance
70.8 ◼
E.g. of Other Health & Medical Insurance includes Aviva, Manulife, AXA
Satisfaction Levels Remain Undifferentiated
Note: Respondents must interacted with at least one of insurer’s touch-points in the past 12 month
Provides prompt service
Provides efficient service
Has your best interest at heart
Feeling assured that things will be taken care of
Makes the effort to understand your need
Gives you individual attention
Performs services right the very first time
Proactively helps you when needed
Fulfills its promise at the promised timeProducts and services are presented in a way
that is clear and easy to understandRange of products meet your needs
Products appeal to you
Feels comfortable and safe
Brand image complements your personality
Products and services available when you want it
Has a good reputation
Satisfaction Rating (Scale of 1 to 10)
7.0 7.4 7.8
Health & Medical Insurance Satisfaction Ratings
Increasing Impact on Health & Medical Insurance’s Quality Score
Limited Impact on Health & Medical Insurance’s Quality Score
Average 2016 Rating
49
Service Attributes Key
To Raising Perceived Quality
AIG 71.0 NTUC Income 71.1
AXA 71.2
Other Motor & Personal 70.3
72.2 AIG 72.3 NTUC Income
72.6 AXA
71.2 Other Motor & Personal
CSISG
2015
CSISG
2016
Finance & Insurance Sector
50
Motor & Other Personal Insurance
2007 201660
70
80 Motor & Other Personal Insurance
71.8 ◼
E.g. of Other Motor & Personal Insurance Includes MSIG, Tokio Marine, Aviva
Satisfaction Levels Remain Undifferentiated
Note: Respondents must interacted with at least one of insurer’s touch-points in the past 12 month
51
Makes the effort to understand your need
Provides efficient service
Gives you individual attention
Proactively helps you when needed
Has your best interest at heart
Feeling assured that things will be taken care of
Performs services right the very first time
Fulfills its promise at the promised time
Has a good reputation
Range of products meet your needs
Products and services available when you want it
Feels comfortable and safe
Provides prompt service
Brand image complements your personalityProducts and services are presented in a way
that is clear and easy to understandProducts appeal to you
Satisfaction Rating (Scale of 1 to 10)
7.0 7.4 7.8
Motor & Other Personal Insurance Satisfaction Ratings
Increasing Impact on Motor & Other Personal Insurance’s Quality Score
Limited Impact on Motor & Other Personal Insurance’s Quality Score
Average 2016 Rating
Service Attributes Key
To Raising Perceived Quality
52
Impact of Attributes on Quality and Loyalty
Banks Life Insurance Health and Medical Insurance
Motor and Other Personal Insurance
Top 3 Attributes with Significant Impact on Quality
Provides efficient service Makes the effort to understand your need
Provides prompt service Makes the effort to understand your need
Makes the effort to understand your needs
Has your best interest at heart
Provides efficient service Provides efficient service
Feeling assured that things will be taken care
of
Proactively helps you when needed
Has your best interest at heart
Gives you individual attention
Top 3 Attributes with Significant Impact on Loyalty
Fulfil its promises at the promised time
Provides prompt service Makes the effort to understand your need
Makes the effort to understand your need
Gives you individual attention
Gives you individual attention
Provides efficient serviceMakes you feel assured that things will be taken
care of
Provides efficient service Provides efficient service Proactively helps you when needed
Provides efficient service
53
Responsiveness and Empathy Qualities Key Differentiator of Quality & Loyalty
Banks Life Insurance Health and Medical Insurance
Motor and Other Personal Insurance
Top 3 Attributes with Significant Impact on Quality
Provides efficient service Makes the effort to understand your need
Provides prompt service Makes the effort to understand your need
Makes the effort to understand your needs
Has your best interest at heart
Provides efficient service Provides efficient service
Feeling assured that things will be taken care
of
Proactively helps you when needed
Has your best interest at heart
Gives you individual attention
Top 3 Attributes with Significant Impact on Loyalty
Fulfil its promises at the promised time
Provides prompt service Makes the effort to understand your need
Makes the effort to understand your need
Gives you individual attention
Gives you individual attention
Provides efficient serviceFeeling assured that
things will be taken care of
Provides efficient service Provides efficient service Proactively helps you when needed
Provides efficient service
ResponsivenessLegend: Empathy Reliability Assurance
54
• Rise in national CSISG score with most sectors seeing upticks in satisfaction levels.
• Specifically for Q4, Healthcare and Finance & Insurance saw significant increases.
• Healthcare - Look beyond merely improving productivity and operational metrics like waiting time; consider the patient journey and experience.
• Finance & Insurance - Service a key differentiator in for satisfaction and loyalty.
Summary