National Consumer Agency Consumer Empowerment and Complaints Market

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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings January 2010 Research Conducted

National Consumer Agency Consumer Empowerment and Complaints Market Research Findings January 2010 Research Conducted by

2 Table of Contents § Profile of Sample § KEY FINDINGS: § § SECTION

2 Table of Contents § Profile of Sample § KEY FINDINGS: § § SECTION 1: Consumer Empowerment SECTION 2: Making Complaints

3 Profile of Sample – I (Base: All aged 15 -74 – 1, 000)

3 Profile of Sample – I (Base: All aged 15 -74 – 1, 000) % % % MAIN GROCERY SHOPPER % 15 -24 Married Male 25 -34 ABC 1 Making Complaints Living as Married 35 -44 C 2 DE Female 45 -54 55+ Single Wid/Div/ Sep F 50+/ F 50 - Yes No

4 Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible

4 Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 525) % % Male (47) % % 15 -24 (21) 25 -34 (23) Married (44) ABC 1 (40) Making Complaints 35 -44 (18) Female (53) 45 -54 (19) 55+ (19) ( ) = Total Sample Living as Married (10) Single (35) Wid/Div/ Sep (11) C 2 DE (52) F 50+/ F 50(8)

5 Profile of Sample – III – Internet Use () = figures from Wave

5 Profile of Sample – III – Internet Use () = figures from Wave 3 2009 (May /June 2009) (Base: All Respondents – 1, 000) USE INTERNET No Yes (35%) (65%) EVER PURCHASED ONLINE BANKING ONLINE (Base: All Internet Users - 702) No (29%) Yes No (51%) Making Complaints % Yes (71%) % Yes Male Female 15 -24 25 -34 35 -44 45 -54 55+ (49%) Male Female 15 -24 25 -34 35 -44 45 -54 55+ Yes

6 Section 1: Consumer Empowerment Making Complaints

6 Section 1: Consumer Empowerment Making Complaints

7 Confidence About Rights as a Consumer (Base: All aged 15 -74 – 1,

7 Confidence About Rights as a Consumer (Base: All aged 15 -74 – 1, 000) % % Very confident Wave 4 '09 Wave 3 '09 Wave 2 '08 17 14 19 Wave 1 Nov/Dec '08 '07 12 Making Complaints 74% 75% Fairly confident 57 60 Neither/Nor 12 10 4 11 12 3 Not very confident Not at all confident 14% 56 15% % 13 8 4 12% 58 13 12 6 14 70% 18% 52 13 15 6 66% 21%

8 Knowledge About Consumer Rights (Base: All aged 15 -74 – 1, 000) %

8 Knowledge About Consumer Rights (Base: All aged 15 -74 – 1, 000) % % Wave 4 '09 Wave 3 '09 Wave 2 '08 13 13 16 Very knowledgeable Fairly knowledgeable Neither/Nor Not very knowledgeable Not at all knowledgeable % % Wave 1 Nov/Dec '08 '07 10 Making Complaints 67% 68% 69% 54 13 15 5 55 20% 12 15 5 53 20% 16 11 4 % 15% 13 62% 59% 52 46 14 16 8 15 24% 19 7 26%

9 Protected Regarding Consumer Rights (Base: All aged 15 -74 – 1, 000) %

9 Protected Regarding Consumer Rights (Base: All aged 15 -74 – 1, 000) % Very protected Fairly protected Neither/Nor Not very protected Not at all protected % % Wave 4 '09 Wave 3 '09 Wave 2 '08 12 10 15 55 21 11 3 19 13 3 14% 55 16% 20 8 2 % 9 10 Wave 1 Nov/Dec '08 '07 Making Complaints 65% 70% 53 % 51 60% 51 23 10% 14 4 61% 23 18% 12 4 16%

10 Summary: Empowerment Levels = Significantly higher than total sample = Significantly lower than

10 Summary: Empowerment Levels = Significantly higher than total sample = Significantly lower than total sample (Base: All aged 15 -74 – 1, 000) Confident 74% Not Confident 14% Knowledgeable 67% Not Knowledgeable 20% Protected 65% Not Protected 14% Male 69% 16% 65% 20% 63% 14% Female 77% 14% 69% 20% 68% 14% 15 -24 62% 19% 57% 26% 60% 14% 25 -34 74% 14% 69% 20% 64% 16% 35 -44 79% 11% 75% 11% 74% 8% 45 -54 79% 14% 73% 18% 67% 15% 55+ 73% 15% 63% 23% 63% 16% ABC 1 83% 9% 75% 13% 73% 10% C 2 DE 67% 19% 61% 25% 59% 17% Responsible for main shop 79% 13% 71% 19% 67% 14% Not responsible for main shop 67% 17% 63% 21% 64% 13% Making Complaints

11 Section 2: Making Complaints

11 Section 2: Making Complaints

12 Propensity To Complain As a consumer would you be prepared to complain if

12 Propensity To Complain As a consumer would you be prepared to complain if a problem had occurred or you are dissatisfied with a good or service you have purchased? Making Complaints No (24%) (76%) Yes ( ) = Wave 3 2009 (Base: All aged 15 -74 – 1, 000)

13 Goods & Services Bought with Reason to Complain or Return an Item –

13 Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: All aged 15 -74 – 1, 000) % With Reason to Complain or Return Ever PRIMARY Supermarkets and newsagents Shops selling clothing or footwear Restaurants take-away’s or hotels Communications services including home phone 17 13 SECONDARY TV Service Providers e. g. Sky, NTL Building and related services e. g. plumbers 15 Shops selling furniture or household appliances Banking products and services, including a current A/C 9 Making Complaints (-5%) Pubs Airlines Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Car dealers Insurance products and services Energy suppliers e. g. ESB, Bord Gais 7 8 10 6 6 6 5 7 4

15 Whether Complaint Made When had Reason to Do So Reason to Complain (Base:

15 Whether Complaint Made When had Reason to Do So Reason to Complain (Base: All aged 15 -74 – 1, 000) Whether Made Complaint (Base: All those who had cause or reason to complain in past 12 months - 356) Making Complaints No Yes No (60%) (40%) (31%) (69%) Yes Benchmark 2007 79% Yes Wave 1 2008 ( ) = Wave 3 2009 70% Yes Wave 2 2008 75% Yes

16 Reasons for Complaint (Base: All those who made a complaint in past 12

16 Reasons for Complaint (Base: All those who made a complaint in past 12 months - 267) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Faulty product/service Product/service didn’t do what it said it would do Wrong size/colour/specification Product/service did not confer benefits described to me by salesperson Changed mind/wanted to return the item Unwanted gift Other Making Complaints Benchmark 2007

17 Assessment of the Complaints Process Difficulty Experienced Level of Difficulty Experienced (Base: All

17 Assessment of the Complaints Process Difficulty Experienced Level of Difficulty Experienced (Base: All who experienced difficulty – 62) % (Base: All who made a complaint – 267) Unhelpful staff % Refusal of retailer to refund my money The retailer/provider never got back to me Very easy (28) Making Complaints 69% Difficulty contacting trader Had to put complaint in writing Somewhat easy (33) Neither/Nor Somewhat difficult Very difficult (10) (17) 23% (12) I was unsure of my consumer rights Offered a repair when wanted a replacement Refusal of retailer to accept returned item Other # All others 6% or less Wave 4 2009 Wave 3 2009

18 Helping to Offer Better Customer Service (Base: All aged 15 -74 – 1,

18 Helping to Offer Better Customer Service (Base: All aged 15 -74 – 1, 000) % Staff trained in customer service and complaints handling A publicly displayed complaint handling procedure A named point of contact for complaints Making Complaints Informed of the returns policy at point of purchase by sales assistant A publicly displayed returns policy New question, multiple answers allowed

19 Reasons for Not Complaining (Base: All those who had reason to make a

19 Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 88) Wave 4 2009 I did not want the hassle of having to make a complaint Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 (-27%) (+22%) I didn’t see the point of complaining I didn’t have time to make a complaint Making Complaints I did not want to get anyone in (+8%) trouble by making a complaint I was afraid to make a complaint (+5%) I was unsure of my consumer rights Difficulty contacting trader ** ** ** Other Had to put the complaint in writing – –

20 Resolution Status of Problem (Base: All those who made a complaint in past

20 Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 267) % Refused/ Not Stated Benchmark 2007 Making Complaints Not resolved at all (16%) (9%) Partly resolved ( ) = Wave 3 2009 Completely resolved (2%) (73%) Question not asked in Benchmark survey Wave 1 2008 78% completely resolved Wave 2 2008 66% completely resolved

21 Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely

21 Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 198) Level of Satisfaction Likely to do as a result % % 145 People 73% Completely satisfied Do nothing, just accept what has happened Tell people you know of your positive experience with them Do more business with them yourself Making Complaints (39) Very satisfied (30) Fairly satisfied Neither/nor/ Don’t know (18) (5) (3) (2) Wave 4 2009 Wave 3 2009

Likelihood of Buying Again from Business that had Reason to Complain About (Base: All

Likelihood of Buying Again from Business that had Reason to Complain About (Base: All those who had reason to make a complaint but didn't in the past 12 months - 88) (28%) No (45%) Benchmark 2007 Yes 52% Yes 27% No 16% I don’t have a choice Making Complaints (5%) I don’t have a choice (22%) Don’t know Wave 1 2008 59% Yes 29% No 12% I don’t have a choice Wave 2 2008 ( ) = Wave 3 2009 64% Yes 29% No 7% I don’t have a choice 22