Customer satisfaction survey - Customer impact index & recommendations
The Customer Impact Index represents a summary score of all the results within the survey. It takes into account those features of products and service that customers have said have the greatest impact on their satisfaction and therefore represents a good overall guide in assessing whether the organisation is providing high quality service in the areas that matter to its customers.
The percentage of respondents rating their organisation as "excellent" or "very good"
| 2010 | 2009 | 2008 | |
| Scottish Friendly score | 52% | 59% | 60% |
| Industry Ranking | Second Quarter | Top Quarter | Second Quarter |
Like many categories, the Customer Impact Index is broken down into a number of sub-categories that provide more detailed scores. In the case of the Customer Impact Index these were:
Rated very good/excellent for developing and promoting products and services
| Scottish Friendly score 2010 | 32% | Industry Ranking | Second Quarter |
| Scottish Friendly score 2009 | 39% | Industry Ranking | Top Quarter |
| Scottish Friendly score 2008 | 40% | Industry Ranking | Second Quarter |
At point of sale give clear information and good service
| Scottish Friendly score 2010 | 58% | Industry Ranking | Third Quarter |
| Scottish Friendly score 2009 | 61% | Industry Ranking | Second Quarter |
| Scottish Friendly score 2008 | 60% | Industry Ranking | Second Quarter |
Maintaining effective relationships between customer and organisation
| Scottish Friendly score 2010 | 42% | Industry Ranking | Third Quarter |
| Scottish Friendly score 2009 | 53% | Industry Ranking | Top Quarter |
| Scottish Friendly score 2008 | 50% | Industry Ranking | Top Quarter |
The percentage of respondents "extremely" or "very likely" to recommend your insurance company
| Scottish Friendly score 2010 | 53% | Industry Ranking | Second Quarter |
| Scottish Friendly score 2009 | 59% | Industry Ranking | Second Quarter |
| Scottish Friendly score 2008 | 62% | Industry Ranking | Top Quarter |
The downward movement in our key scores is clear for all to see. A detailed analysis of the scores of different respondents shows that customers with maturing policies expressed the vast majority of this dissatisfaction. This is especially obvious in "maintaining effective relationships" and "customer recommendations".
Given the timing of these maturities and the survey, a number of these clients will have received less than they invested. This position has now been largely reversed for clients going forward as a consequence of the partial recovery in asset values and final bonus rates at the beginning of 2010. It is conceivable, then, that if the survey was to be undertaken now, the Scottish Friendly scores (along with the industry scores) would improve.
Despite all of this it is still a positive sign that even in these circumstances Scottish Friendly has been able to maintain an above average rating for the overall customer impact index and "customer recommendations".
The "point of sale" and "effective relationships" scores which were below average are clearly a cause for concern for the group and these are explored in greater detail below.