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Land Registry Customer Satisfaction Survey 2012 Wave 4

Land Registry Customer Satisfaction Survey 2012 Wave 4. Prepared for: Land Registry Prepared by: Ipsos MORI Date: March 2012. Contents. Research Overview Key Findings Land Registry’s Key Measures (KPI & VFM) NPS Touchpoint ratings Searches & Official Copies Submitting Registrations

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Land Registry Customer Satisfaction Survey 2012 Wave 4

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  1. Land Registry Customer Satisfaction Survey 2012Wave 4 • Prepared for: Land Registry • Prepared by: Ipsos MORI • Date: March 2012

  2. Contents • Research Overview • Key Findings • Land Registry’s Key Measures(KPI & VFM) • NPS • Touchpoint ratings • Searches & Official Copies • Submitting Registrations • Information & Guidance • Touchpoints - Key Driver Analysis • Brand Values • Comms • Land Registry Offices • Areas of Improvement • Conclusions and Recommendations

  3. Research Overview Objectives Methodology

  4. Research Objectives • To measure satisfaction with Land Registry service and provide performance indicator data • To understand the factors that impact positively and negatively on the customer experience and satisfaction • To understand the key drivers of satisfaction/ key areas of importance to customers • To identify key areas for improvement • To identify trends over time

  5. Methodology • *Sample based on “key holders”, including multiple key holders for individual companies but only where the sample gives different contact names • *Random selection from customers using service in past 6 months Figure with asign is significantly higher than the figure with a signat the 95% confidence level

  6. Methodology • Questionnaire for 2011/2012 has been refreshed (although the bulk of the survey is consistent with previous waves). • Questionnaire areas include: • Net promoter score • Overall satisfaction (Land Registry KPI- Target of 95%) • Brand Values • Perceptions of touchpoints • Information and guidance • The survey has changed from a bi-annual study to quarterly. Target is 300 interviews per wave (1200 surveys annually). • In line with Land Registry’s focus to improve and enhance the customer experience, red flags are utilised for customers who give a rating of 0-3for the NPS question.

  7. Key Findings

  8. Headline Findings • Overall, customers perceive Land Registry as performing well. All Key measures are rated positively • Satisfaction with the overall service has increased significantly since the last wave and now stands at 99%, exceeding the KPI target of 95%. The YTD score also exceeds the target at 97% and is higher than 2009/2010 (94%) • Speed of service for both searches and official copies and information and guidance are perceived as important and Land Registry needs to maintain performance here. These two touchpoint have a high impact on overall satisfaction • Net Promoter Score has also significantly increased, up 14% points and now stands at +55%. The overall YTD score is 44%. The use of a dedicated customer team is not influencing the likelihood to recommend • The Value for Money score remains consistent with 90% of customers giving a score of good, very good or excellent. The year to date score is still high 87% and is significantly up from 2009/2010 • Brand value ratings remain positive. The three values receiving the highest score are: • I trust Land Registry to ensure the integrity and accuracy of the registers (92%) • Land Registry demonstrates the level of knowledge and expertise expected by its customers (89%) • Land Registry products and services are easy to find and use (86%) • The brand value that is having the most influence on overall satisfaction is ‘Land Registry values customers and respects customers views’. This is a shift from the last wave where ‘Land Registry values the relationship with my organisation’ was the key driver. This demonstrates the importance of the customer relationship and experience • Among customers who rate the overall service as either excellent or very good, the top 3 aspects of service that impress them are: • Speed and efficiency (29%) • Website/online services (16%) • Easy to deal with (14%)

  9. Headline Findings • Customers are generally positive about the service provided by Land Registry. Virtually all customers • say the service they have received in the last 6 months has improved or stayed the same. The • service areas perceived as having improved the most are: • Ease of doing business (28%) • Speed of service (27%) • Communications (25%) • Overall, all 3 Land Registry touchpoints are rated highly • Requesting searches and official copies (98%). Positive ratings for this touchpoint have increased slightly since the last wave • Submitting registrations (95%) • Request information or guidance from Land Registry (91%). T3B rating has increased by 2% points since last wave • The touchpoints that have the strongest correlation with overall service and therefore are important areas to maintain performance are: Request information or guidance Requesting searches and official copies Submittingregistrations Key areas to maintain performance • Speed of service • Consistency of service • Speed of service • Accuracy & quality • Correspondence returned when promised • Consistency of service

  10. Headline Findings • Speed of Service (when submitting registrations) • Speed of service for dealings and applications continues to perform well despite a 3% point decrease in T3B score since last wave which now stands at 89% • Speed of service for registrations and new titles is lower than the first half of the year (81%) • The substantive registration score for speed is down by 3% points this wave to 91% (93 YTD) • Accuracy and quality (when submitting registrations) • The accuracy and quality for dealings and applications maintains a high score of 92% • Similarly, the accuracy score for registrations and new titles remains high at 89% • The substantive registration score for accuracy and quality stands at 96% - a 2% point increase since last wave (YTD 96%) • The combined scores are derived from responses from customers who answered both speed of service and accuracy and quality, and exclude don’t know responses which has had an impact on reported scores. Therefore, it is important to view these scores with a degree of caution

  11. Headline Findings • The 3 action areas identified in the survey are: • Maintain the areas that are well perceived by customers • Speed and efficiency • Customer service • Trust in maintaining integrity and accuracy of registers • Land Registry is in a unique position of being the sole provider for many of the services • customers are using. Therefore, it is important for customers to feel the service is not • complacent. The brand value driving overall satisfaction is ‘Land Registry values customers • and respects customers views’. This ties in with some of the comments from customers • Acknowledge and improve the pain points • Some customers perceive Land Registry as complicated to deal with and that systems and processes are too rigid • There are comments around Land Registry not valuing the relationship with customers. This highlights a need to be pro-active and to go beyond just dealing with the ‘inquiry’ • Some customers have problems using the system and accessing the information they are looking for • Continue to improve • Majority of customers say the service has improved or remained the same. Continuing to focus on what customers need and want will help to sustain this trend • OSAT, NPS, VfM all score very highly and OSAT exceeds the KPI target . The KPI score remains above target for the third wave running (and YTD). This suggests an opportunity to evaluate the target “I need them. They don't need me. I cannot use anybody else to find a proprietor. They will continue to trade without me existing.”

  12. Land Registry’s Key Measures(KPI & VFM)

  13. The overall service rating stands at 99% (T3B). This is a notable increase from the previous 3 waves. The 2012 YTD score is significantly higher than 2009/2010 (97% vs. 94%) 99% T2B = 87% Data excludes Don’t Know responses Q9.Thinking about your experience of dealing with Land Registry over the past 6 months, how would you rate the “overall service” provided? Would you say it was ….? Base: All respondents , excluding don’t knows (299); YTD, excluding don’t knows (1201)

  14. All customers with a dedicated service team give a T3B score. This said, the score for customers without a dedicated team still exceeds the KPI target Feb’12 T2B 87% T3B 99% Data excludes Don’t Know responses Q9.Thinking about your experience of dealing with Land Registry over the past 6 months, how would you rate the “overall service” provided? Would you say it was ….? Base: All respondents , excluding don’t knows (299); with a customer team (149); without a customer team (108)

  15. For customers with a highly positive experience of Land Registry (T2B), the speed and efficiency of service impressed them most over the last 6 months Aspects of services Land Registry has impressed on • Top 3 aspects YTD • Speed/efficiency (YTD 34%). Speed/efficiency is the main aspect that has impressed customers in each of the last 4 waves • Website (13%) • User friendly (12%) Only responses mentioned by 4% or more customers shown on chart Q10 What single aspect of Land Registry’s service has impressed you the most over the last 6 months or what have they done particularly well? Base: All who have an excellent or very good experience of working with the LR (221)

  16. Speed and efficiency remains the most impressive aspect of service regardless of whether the customer has a dedicated team Aspects of services Land Registry has impressed on Q10 What single aspect of Land Registry’s service has impressed you the most over the last 6 months or what have they done particularly well? Base: All who have an excellent or very good experience of working with the LR (221); with a customer team (116); without a customer team (79)

  17. The online offering is perceived well. Customer comments around aspects that have impressed them most are… “They are always very quick and get back to us when they promise they would get back to us.” “They've made the format available in word which is very helpful.” “When I’ve got a problem with a document and give them a call, they call back the same day. ” “The improvements to the website have made it easier to obtain title information online.” “The online service is brilliant. It's very quick. They go out of their way to help. They are very accommodating.” “The online service is excellent. It's easy to use and the speed is good. Also, they have given each firm their own customer support team which makes it easier. To have a point of contact when we need it.” “I think every time I raise an enquiry, they give me the answer that I am looking for. And they are very helpful.” “Managing to keep in touch when we have had difficult queries and keeping me updated on what they are doing internally. ” “The portal was made easier to use for large groups. Since I manage a large number of users, it is easier for the group to use the portal.” “The site has never been down and the information required is available.” “We have a much better relationship with the team when we call.” “The online services. It's instant and you get copies and searches printed off straight away.” Q10 What single aspect of Land Registry’s service has impressed you the most over the last 6 months or what have they done particularly well? Base: All who have an excellent or very good experience (296)

  18. The overall value for money T3B score is consistent with wave 3 and maintains a significant increase on waves 1 and 2. The YTD scores is higher than in the previous year (87% vs. 83%) 90% Data excludes Don’t Know responses Q12 Again taking your overall experience into account how would you rate Land Registry on “value for money”? Base: All respondents, excluding don’t knows (277); YTD, excluding don’t know (1123)

  19. Customers who have a dedicated team are just as likely to be positive about value for money than those without one – 90% vs. 88% T3B 90% Data excludes Don’t Know responses Q12 Again taking your overall experience into account how would you rate Land Registry on “value for money”? Base: All respondents, excluding don’t knows (277); ); with a customer team (143); without a customer team (101)

  20. Actual cost is not necessarily most important when considering VfM – speed and efficiency of service is the key aspect. This said, costs are still an important consideration Only responses mentioned by 3% or more customers shown on chart Q12a And what aspects do you consider to be most important when considering “value for money”? Base: All respondents (300)

  21. Net Promoter Score

  22. The Net Promoter Score has shown a significant increase from the last wave, scoring 55%. YTD NPS stands at 44% Net Promoter Score July ’11 May’11 Oct ’11 Feb ’12 DK How happy would you be to recommend or tell others that Land Registry offers an excellent service? 41% 40% 55% 41% - YTD ’11 44% 10 = extremely happy to recommend 0 = extremely unhappy to recommend Q7 How happy would you be to recommend or tell others that Land Registry offers an excellent service? Base: All respondents (300); Oct ‘11 (300); July ’11 (300) ; May ’11 (302); YTD (1202)

  23. Although not significant, proportionately more Solicitors and customers in office/admin roles would recommend Land Registry Net Promoter Score How happy would you be to recommend or tell others that Land Registry offers an excellent service? 10 = extremely happy to recommend 0 = extremely unhappy to recommend Neutral (7-8) Promoter (9-10) Detractor (0-6) Q7 How happy would you be to recommend or tell others that Land Registry offers an excellent service? Base: All respondents (300); Sols / Cons (208); Non Sols / Cons (70); Senior Role (85); Admin / Office Role (71)

  24. Frequency of dealing with Land Registry has little impact on NPS. Although those using the service less often were less likely to recommend last wave, NPS is now in line with other groups Net Promoter Score How happy would you be to recommend or tell others that Land Registry offers an excellent service? 10 = extremely happy to recommend 0 = extremely unhappy to recommend Neutral (7-8) Promoter (9-10) Detractor (0-6) Q7 How happy would you be to recommend or tell others that Land Registry offers an excellent service? Base: All respondents (300); Daily (154); Weekly (82); Less Often (64)

  25. Although not significant, proportionately more customers with a dedicated team would recommend Land Registry Net Promoter Score How happy would you be to recommend or tell others that Land Registry offers an excellent service? 10 = extremely happy to recommend 0 = extremely unhappy to recommend Neutral (7-8) Promoter (9-10) Detractor (0-6) Q7 How happy would you be to recommend or tell others that Land Registry offers an excellent service? Base: All respondents (300); With customer team (149); without customer team (109)

  26. Once again, speed and efficiency remains a strength for Land Registry – performing well on this aspect is the strongest motivation for recommending the service. YTD, the top 3 reasons for promoting are speed/efficiency, customer service and provision of a satisfactory service Reasons of recommending Land Registry Only top 7 responses shown on chart Q8 Why do you say this? Base: All Promoters (173); W3 (145); W2 (148); W1 (155)

  27. Speed of service is important for all customer types. Service aspects appeal most to those with a dedicated customer team while ease of use has greater appeal for those saying they do not currently have access to a dedicated customer team Reasons of recommending Land Registry Q8 Why do you say this? Base: All Promoters (173); With team (89); Without team (59)

  28. Net Promoter Score customer comments Passives Why do you say this....? Promoters “The service is pretty good. The service is simple to use.” “I find it quite easy to use and it has gradually improved over the years. We have no option but to use them as there are no other organisation to obtain copies.” “Very good online service but not perfect.” “The team I deal with are very helpful they direct and answer questions” “Everything is so efficient, especially the online service. The downloading of office copy entries, titles of property and final searches is very quick.” “Its mostly very good but the office we deal with have a back log with certain transactions.” “They have no competition. They are the only organisation that provide the search services so you can not compare them to any other similar organisation.” “Because they have always been very helpful to us when we get in touch with them.” “Whenever there's a delay they explain the reason, straightforward in clarity of written and verbal communications. They are often very willing to help us achieve solutions.” “They are efficient, quick, helpful and approachable.” Detractors “The issues that we tend to have are that when you apply to Land Registry you tend to get the application rejected. They send it back whereas they could just deal with it via email.” “I am moderately happy with their service.” “When you ring up with a query they are very helpful and easy to deal with.” “There is nobody else that can possibly provide this service. They are unique.” “It is quite hard to use. If you put in an address you can't always get the title numbers. ” “Had 1 or 2 bad experiences, no contact when we were told we will have contact. Responses have been good. When wanting to speak to lawyer, had to get through to the secretary first.” Q8 Why do you say this? Base: All respondents (300); Promoters (173)

  29. Touchpoint Ratings – Searches & Official Copies – Submitting Registrations – Information & Guidance

  30. Overall, Land Registry customers are happy with all service areas. Requesting searches and official copies stand out as performing better than the other touchpoints as more customers give an excellent rating Overall service areas 98% 95% 91% Top 3 Box Q19A_Still thinking about the service you receive when requesting searches and official copies, how would you rate Land Registry in terms of.... "The overall service“? Base: All who request searches & official copies (284) Q25_How would you rate the service you receive when submitting registrations from Land Registry in each respect? "Overall Service “ Base: All who submit registrations (199) Q32 how would you rate the information and guidance provided by Land Registry in terms of... "Overall Service"Base: All who requested info and guidance (125)

  31. Customers requesting searches and official copies are broadly happy with all aspects of the service Searches and Official Copies 98% 97% 94% 97% 96% 89% 85% 69% Top 3 Box Q19 Still thinking about requesting searches and official copies, how would you rate Land Registry in terms of.... Base: All (284), except Helpfulness & courtesy of staff and Knowledge & competence of staff (90), YTD (1083), except Helpfulness & courtesy of staff and Knowledge & competence of staff (399).

  32. Customers submitting registrations remain satisfied overall. However, ratings for some individual aspects of service are lower than the first half of the year – speed (of dealings & applications) and helpfulness of staff Submitting registrations 89% 91% 92% 93% 95% 94% 84% Top 3 Box Q25 Continuing to think about the service you receive when you submit registrations, how would you rate the service in terms of... Base: (199),YTD (815).

  33. The rating for speed of service for registrations & new titles remains lower than in Wave 1 and 2. Other aspects of this service remain unchanged Submitting registrations 95% 92% 89% 81% 82% 80% 82% Top 3 Box Q25 Continuing to think about the service you receive when you submit registrations, how would you rate the service in terms of... Base: (199) ,YTD (815).

  34. Speed of service for substantive registrations is high (although not at the wave 1 level). The overall rating for accuracy & quality remains high Substantive registrations 91% 96% 96% 96% 93% 94% 93% 95% 99% 94% It is worth noting that the scores exclude DK responses which is having an impact on reported scores. Therefore, it is important to view these findings with a degree of caution May ‘11 July ‘11 Oct ‘11 Feb ‘12 YTD May ‘11 July ‘11 Oct ‘11 Feb ‘12 YTD Overall accuracy & quality Overall speed of service Base only includes those who gave a rating at each question Q25 Continuing to think about the service you receive when you submit registrations, how would you rate the service in terms of... Overall speed of service? Base: W4 (180); W3 (187); W2 (206); W1 (193). Overall accuracy & quality? Base: W4 (182); W3 (189); W2(203); W1 (185).

  35. Generally, all aspects of service for customers looking for information & guidance are high and remain at the wave 3 level Information & guidance 91 % 93 % 90 % 90 % 94 % 88 % 88 % Top 3 Box Q32 Thinking further about when you recently requested information or guidance from Land Registry on a specific issue, how would you rate the information and guidance provided by Land Registry in terms of... Base: All who requested info and guidance and liaised with staff (125); YTD (605).

  36. Broadly, T3B ratings for speed of service are lower than the previous wave. Conversely, ratings of accuracy & quality remain stable 96 % 89 % 81 % 89 % 90 % 92% 97 % 94 % Top 3 Box Accuracy & quality Speed of service Q19 (284); Q25 (199); Q32 (125); Q19 YTD (1083); Q25 YTD (815); Q32 YTD (553)

  37. Overall VfM and consistency of service for the specific services remains in line with previous waves 84% 69% 93% 97% 82% 85% Top 3 Box Consistency of service Putting things right Value for money Q19 (284); Q25 (199); Q19 YTD (1083); Q25 YTD (815)

  38. Although still high, helpfulness & courtesy when submitting registrations sees a drop from the last wave 91% 92% 89% 94% Top 3 Box Knowledge& competence of staff Helpfulness & courtesy of staff Q19 (90); Q25 (199); Q19 YTD (399); Q25 YTD (815)

  39. Touchpoints - Key Driver Analysis

  40. Identifying priorities for action Correlation analysishas been performed on the data to understand which individual factors are correlating most strongly with the overall service rating (KPI) Results are used to attribute a “derived importance” score to each individual factor This helps to identify the key issues, (those that can make distinction between “good” and “excellent” service) Combining this “derived importance” score with the actual performance score allows priorities to be set Action should be focused on areas of high importance and relatively low performance • Typically, the strength of correlations are interpreted as follows:  • -1.0 to -0.7 strong negative association • -0.7 to -0.3 negative association • -0.3 to +0.3 little or no association • +0.3 to +0.7 positive association • +0.7 to +1.0 strong positive association

  41. Key drivers to satisfaction Overall, requesting searches and official copies and submitting registrations have the largest impact on satisfaction with overall service In line with the previous three waves, Land Registry practice guides and bulletins have the lowest correlation with overall satisfaction

  42. Correlations with Overall Service Provided in Past 6 Months (Q9) Overall services Base size: 299 Service areas Correlations with “overall service” provided in past 6 months (Q9) Strongest driver of overall service is “Requesting Searches and official copies”

  43. The service customers receive when requesting information and guidance and when using practice guides and bulletins are identified as key areas for improvement Higher Association Lower Association Performance (Mean) Overall services Key Action Areas Communicate and Maintain Performance Derived Importance Communicate Performance Consider Performance Improvement

  44. Correlations with Overall Service Provided When Requesting Searches/ Copies [Q19(8)] Searches and Official Copies Base size :284 Correlation with “overall service” provided when requesting searches/copies(Q19(8)) Service areas Strongest driver of overall service is “Consistency of Service”

  45. Higher Association Lower Association Performance (Mean) Putting things right and value for money when requesting searches and official copies are important areas for improvement Searches and Official Copies Communicate and Maintain Performance Key Action Areas Derived Importance Consider Performance Improvement Communicate Performance

  46. Correlations Overall Service Provided When Submit Changes To Register [Q25(13)] Submitting registrations Correlation with “overall service” provided when submit changes to register (Q25(13)) Base size : 198 Service areas Strongest driver of overall service is “Consistency of Service”

  47. Higher Association Lower Association Performance (Mean) Value for money is a key action area for customers submitting registrations Submitting registrations Key Action Areas Communicate and Maintain Performance Derived Importance Communicate Performance Consider Performance Improvement

  48. Correlations Overall Service Provided When Requesting Information / Guidance [Q32(7)] information and guidance Base size :124 Service areas Correlation with overall service provided when requesting info / guidance (Q32(7)) Strongest driver of overall service is “Clarity of explanation and information provided”

  49. Higher Association Lower Association Performance (Mean) Clarity of information and ownership and solving of issues are key areas of action for customers looking for information and guidance information and guidance Communicate and Maintain Performance Key Action Areas Derived Importance Communicate Performance Consider Performance Improvement

  50. Brand Values

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