Adrienne Kraft Lisa McCreedy & Gonzalo Masias Real People Rate Customer Service
Corporate Research InternationalCustomer Perception Survey • Results released October 18th, 2006 • Purpose: to reveal to businesses the importance of brand image and customer perception • Survey is run through RealPeopleRatings.com ™
Corporate Research International • Firm specializing in mystery shopping and customer satisfaction surveys
RealPeopleRatings.com • Launched in 2005 by corporate research international • The company sends the quarterly surveys as online opinion polls to its pool of panelists • 6,253 panelists participated in this quarter’s survey • Survey conducted between Oct.2 and Oct.15, 2006 • Tool for companies to gauge how they’re being perceived by the public • Serves as a checklist to determine new ways to improve customer service • Helps businesses stay ahead of their competition
Ratings • Respondents rated their perception of each business’ customer service on a scale of 1-10 • 10 = highest • If the respondent had no experience with the business the panelist did not enter a score.
Fast food #1 Subway #2 Quiznos #3 Sonic Restaurants #1 Olive Garden #2 Outback #3Texas Roadhouse Category Winners
Convenience Stores #1 BP #2 Chevron/Texaco #3 Shell Department Stores #1 Nordstrom #2 Saks Fifth Avenue #3 Bloomingdales Category Winners
Home Improvement Stores #1 Ace Hardware #2 True Value #3 Lowe’s Supermarkets #1 Publix #2 Kroger #3 Safeway Category Winners
Drug Stores #1 Walgreens #2 CVS/Pharmacy #3 Rite Aid Electronics Stores #1 Best Buy #2 Radio Shack #3 Circuit City Category Winners
Airlines #1 Southwest #2 Jet Blue #3 American Hotels #1 Marriott #2 Hyatt #3 Hilton Category Winners
Banks #1 Credit Unions #2 Washington Mutual #3 Wachovia Category Winners
Survey Methodology • Respondents: 1)represent all regions of the country 2)completed only one survey each 3)Spanned all ages, incomes, education,& ethnicities • Scores reflect the mean score, the most reliable way to describe the “center of gravity” of a distribution of scores. The mean is the average sum of each score divided by the total number of observations.
Are you Surprised by any of these winners for the best customer service in their category?
Other Services Consumer Behavior Surveys These are targeted surveys designed to show the patterns and perceptions of the consumer as they relate to specific settings. • Health Care • Charitable Giving • Back to School • Memorial Day • Pharmacist Survey • Halloween
Survey ResultsCustomer Perception SurveyQuarter 2, 2005 through Quarter 3, 2006 • 73% of those who took part in the survey were planning to participate in a Halloween related activity • 43% of the people surveyed purchase Halloween decorations every year • 61% said they would spend their Halloween distributing candy to neighborhood kids.
Survey ResultsCustomer Perception SurveyQuarter 2, 2005 through Quarter 3, 2006 • When asked how much money they would spend on a costume for themselves • 45% - “I do not dress up” • 24% -“I am wearing a costume from a previous year”
Sources • http://biz.yahoo.com/iw/061018/0174000.html • www.subway.com • www.olivegarden.com • www.bp.com • www.nordstrom.com • www.acehardware.com • www.publix.com • www.walgreens.com • www.cuna.org • www.marriott.com • www.swabiz.com