The experience of superior services in Romania - 2014 edition

The Experience of Superior ServicesAnalysis on the elements related to the culture of superior services in Romania

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About this analysis

“The Experience of Superior Services" is an analysis that aims to explore aspects of the services culture in Romania, in order to highlight some elements associated with superior services in the public perception. This analysis is based on the 567 responses, received during 10 - 17 October 2014 from respondents in 38 counties, to a survey consisting of 15 questions. The survey is based on the concept of superior service as defined by the number one specialist in the field: Ron Kaufman.

Top 5 Findings

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The character of superior / exceptional services is determined by: politeness (53%), followed by the possibility of choosing from a variety of options (50%) and additional benefits offered within the same service (46%).

Aside from the features mentioned above, there were responses that indicated a number of other attributes that determine the character of superior / exceptional services among which the the top three were: professionalism (17%), matching customer needs (16%) on a par with quality and advising (15%).

In the perception of respondents, the responsibility in delivering superior services turns to the employee that directly interacts with customers (41%), to the company through its general policies (30%) and to its managers (29%).

Respondents say that when they receive superior / exceptional services, they share this experience with family and friends (48%) and/or purchase additional services (27%). Whereas when unhappy with the services, their reaction is to give up on the service (67%), share their unpleasant experience (55%), or asking to talk to a company manager to achieve solving (42%).

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Analysis regarding the culture of services in Romania

Most of those who participated in this analysis (51%) say that, being dissatisfied with the received services, gave up on a supplier in the last six months, 26% in the last year and 23% in the last two years. The top three industries that have services below the expectations of respondents to this survey are: Telecommunications, Tourism and Trade.

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The definition of superior services

Superior / exceptional services capture or surpass customers expectations, rising standards. They bring satisfaction by offering more than is usual. For companies this means the concern to exceed what the industry defines as traditional, normal or standard. In the end, to a certain extent, everyone delivers «what is needed». That is why, in order to be memorable, you have to do the extra mile and bring added value.

Ron Kaufman, Up your service (Publisher Publica, 2013)

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When was the last time you received at least one service that you considered superior/exceptional?(single answer)

Question 1(a)

Only 15% of respondents say that they received superior services in last 6 months. However, 14% of them consider they have received superior services in last year, whereas 46% of respondents declared they had had this experiences in last 2 years.

Total responses: 498(Skipped this question: 74)


Last 6 months Last year Last 2 years Never0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

15% 14%

46%

25%

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When was the last time you received at least one service that you considered superior/exceptional?

Question 1(b) – Top 7 counties (percentages of total at the answer “last 6 months”)

In the last 6 months, 27% of respondents from Timis say they received at least one service which they consider superior, the list is continued by respondents from counties like Brasov and Cluj with 23% and 17%.


Timis

Brasov

Cluj

Ilfov

Sibiu

Bucharest

Iasi

0% 5% 10% 15% 20% 25% 30%

27%

23%

17%

12%

11%

10%

7%


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What do you appreciate that determines a superior / exceptional service?(single)

Question 2(a)

The exceptional character of services is identified as a balanced mix between rapidity, politeness, variety of options and additional benefits offered along with the main service.

Total responses: 499(Did not respond: 68)


26%

25%25%

24%

RapidityPolitenessVariety of optionsAdditional benefits offered along with the main service

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What do you appreciate that determines a superior / exceptional service? (single answer)

Question 2(b)

On further analysis, it may be noted that in the first place is politeness (53%), followed by the possibility of choosing from a variety of options (50%) and only then, the additional benefits offered along with the main service (46% ).



Additional benefits offered along with the main service

Variety of options

The politeness

Rapidity

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

3%

2%

2%

2%

14%

6%

8%

6%

38%

42%

38%

47%

46%

50%

53%

45%

Very little A little A lot Very much

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What do you appreciate that determines a superior / exceptional service? (single answer)

Question 2(b)

Aside from the features mentioned above, there were responses that indicated a number of other attributes that determine the character of superior / exceptional services among which the the top three were: professionalism (17%), matching customer needs (16%) on a par with quality and advising (15%).



Profe

ssion

alism

Mat

ching

cos

tum

ers

need

s

Couns

eling

Quality

Corec

tnes

s

Serios

ity

Loya

lity

Excee

ding

expe

ctat

ions

Trans

pare

ncy

Credib

ility

Proac

tivity

Unique

ness

Effect

ivene

ss

Respo

nsibi

lity

0%

2%

4%

6%

8%

10%

12%

14%

16%

18% 17%16%

15% 15%

12%

5% 5%

3%2% 2% 2% 2% 2% 2%

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Who do you think is responsible for ensuring the delivery of superior services?(single answer)

Question 3(a)

In the perception of respondents, the responsibility in delivering superior services turns to the employee that directly interacts with customers (41%), to the company through its general policies (30%) and to its managers (29%).


30%

41%

29%The company through its general policies

The front desk employees

The managers


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Who do you think is responsible for ensuring the delivery of superior services?(single answer)

Question 3(b)

At a closer look at the answers to this question, we notice that 71% of responsibility to deliver superior services turns to (in costumers perception) the employees that directly interact with customers.


The company through its general policies

The front desk employees

The managers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2%

2%

2%

6%

2%

6%

43%

25%

43%

50%

71%

49%

Very little Little A lot Very much


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How do you react when you receive superior / exceptional service? (single answer)

Question 4

Respondents say that when they receive superior / exceptional services, they share this experience with family and friends (48%) and/or purchase additional services (27%).

Total responses: 498(Did not respond: 45)


You share the experience with your family/friends

You send a thank you messages to the

company

You request additional services

You share on social media, websites etc.

0%

10%

20%

30%

40%

50%

60%

48%

16%

27%

9%

12

How do you react when you are dissatisfied with the services? (multiple answer)

Question 5

When unhappy with the services, the reaction of respondents is to give up on the service (67%), share their unpleasant experience to friends (55%), or asking to talk to a company manager to achieve solving (42%).



Nothing

Write negative comments on social media/websites/press articles about the company

Write an official complaint

Asking to talk to a company manager

Share the experience with friends/collegues

Give up on the service

0% 10% 20% 30% 40% 50% 60% 70% 80%

1%

14%

26%

42%

55%

67%

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No less than 81% of respondents say they are willing to give up the services they are unhappy about at the very beginning of the relationship with supplier.

You are more willing to give up the services you are unhappy about:(single answer)

Question 6



At the beginning of the rela-tionship

After a long experience with the supplier

0 100 200 300 400

372

87

81%

19%At the beginning of the relation-shipAfter a long experience with the sup-plier

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Most of those who participated in this analysis (51%) say that, being dissatisfied with the received services, gave up on a supplier in the last six months, 26% in the last year and 23% in the last two years.

When was the last time you quit a service due to dissatisfaction with the quality offered?(single answer)

Question 7


Last 6 months Last year Last 2 years0%

10%

20%

30%

40%

50%

60%

51%

26%23%


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Moreover, when identifying a provider that offers better services, 86% of respondents say they would pay more to receive superior services.

Would you be willing to change your current provider to one that offers you a better service, even if you pay more? (single answer)

Question 8


14%

86%

No, the price is very importantYes, always


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Among the most important actions that a firm should do to make sure it works with the best suppliers, there were indicated: the analysis and evaluation of suppliers (34%) and analysis of the market (31%).

Mention the most important actions that a firm should make to ensure they work with the best suppliers. (Single answer)


Question 9


Others

Analysis and evaluation of the suppliers

Market analysis

Ghatering information about suppliers

Testing the services offered by the actual suppliers

Clear requirements for suppliers

Motivating and training employees to select the suppliers

0% 5% 10% 15% 20% 25% 30% 35% 40%

2%

4%

5%

7%

17%

31%

34%

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The top three industries that have services below the expectations of respondents to this survey are: Telecommunications, Tourism and Trade. (We remind you this is a perception analysis.)

Can you list the services industries in Romania that deliver services below your expectations (no company names?

Question 10


3 2 1

Telecom105 responsesTourism

93 responsesTrade48 responses


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Demographics The results of this analysis reflect the

answers to a survey undertaken during 10-17 October 2014, from 567

respondents in Romania.

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How old are you?

Demographics

What is your education level?

7%

28%

37%

28%

18-27

27-35

36-45

46+

3%

56%

41%

Secondary Educa-tion

Higher education

Post-graduate stud-ies


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Demographics

What is you position? What type of company do you work in?

71%

29%

Management

Non-management 48%52%

Multinational company

Romanian company


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Demographics

Respondents / development regions Respondents / top 10 counties

Bucharest

Cluj

Iasi

Ilfov

Sibiu

Timis

Brasov

Bihor

Arad

Prahova

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

46%

9%

6%

4%

4%

4%

3%

3%

2%

2%

46%

4%8%

9%

15%

4%

3%3%

8%

BucharestIlfovCenterNorth-EastNorth-WestSouthSouth-EastSouth-WestWest


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Project Team

Elena BadeaAssociate DirectorBranding, Marketing and Communication EY Romania

[email protected]

Constantin MăgdălinaSenior Associate, Knowledge ManagementBranding, Marketing and CommunicationEY Romania

[email protected]

We would like to thank everyone who answered the survey in order to realize this analysis. We were delighted to observe interest in the topic and also prompt responses.

We particularly thank Diana Dumitraşcu from Doingbusiness.ro for the important support she offered us once again.


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The experience of superior services in Romania - 2014 edition

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