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Barclays Cycle Hire customer satisfaction and usage survey: Wave 4 Members Only Results September 2012 Debbie Shuttlewood Fiona Moss. Today's presentation. Survey methodology Key findings Key measures Customer journey Drivers of satisfaction Attitudes and behaviours. 1. Survey methodology. - PowerPoint PPT Presentation

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  • Barclays Cycle Hire customer satisfaction and usage survey:Wave 4 Members Only ResultsSeptember 2012

    Debbie ShuttlewoodFiona Moss

  • Today's presentation...*Survey methodologyKey findingsKey measuresCustomer journeyDrivers of satisfactionAttitudes and behaviours

  • 1. Survey methodology*

  • *Methodology and approach2,526 interviews completed online

    11-28 June 2012

    29,927 invites sent - response rate of 8.4%

    Active only members invited to take part i.e. those who have hired a bicycle

    Sample was taken from TfLs database of registered users

    Data is unweighted

  • 2. Key findings*

  • Satisfaction continues to rise*Wave 3Satisfaction68Wave 2Satisfaction63Wave 1Satisfaction70Decline in satisfaction as novelty factor wears off and tolerance of initial teething problems declinesStable or improving scores show that remedial action to improve the BCH experience is taking effectJuly 2010October 2011July 2011Wave 4Satisfaction70June 2012Satisfaction now back to wave 1 levels as members become familiar with scheme and issues around membership keys are resolved

  • Key headlines*

    Overall satisfaction and advocacy have increased... back to wave 1 levelsSatisfaction with all touchpoints has improved or remained the same as last waveSatisfaction with ease of using the membership key - most improved touchpoint again this waveAlso the top performing touchpoint alongside the call centreThe availability of free docking points and availability of bicycles at docking stations are bottom performing touchpoints again despite increases in mean scoresMembers are positive about cycling being enjoyable and good for rush hour journeysBut less positive about cycling in London, its safety and facilities

  • *The actual bicycles and the ease of using the membership key have the biggest impact on overall satisfactionBUT these perform well and therefore need to be maintained not improvedThe availability of bicycles at docking stations is a priority improvement area Availability of free docking points is also important

    Where to focus improvementsOverall satisfactionImproveMaintainBicyclesEase of use of membership keyAvailability of bicyclesAvailability of docking points

  • *3. Key measures

  • Overall satisfaction has improved and is now at wave 1 levelsQ Taking everything into account, how satisfied are you with your overall experience of Barclays Cycle Hire?Mean score70Base: All members: W1: 3,754; W2: 2,652; W3: 947; W4: 2,526 *Mean score63Wave 1Wave 2Mean score68Wave 353% who cycle at least once a week are satisfied (scored 8, 9 or 10 out of10)Mean score70Wave 4CasualsMembers85*69*Source: SPA

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  • Advocacy has remained stable since wave 3*Q How likely would you be to recommend Barclays Cycle Hire to friends or familyWeekday and weekend users are equally likely to recommend (68% and 69%)Base: All members: W1: 3,754; W2: 2,652; W3: 947; W4: 2,526 Mean score80Mean score75Wave 1Wave 2Mean score80Wave 375% who use BCH at least once a week would recommendMean score81Wave 4CasualsMembers89*78*Source: SPA

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  • Members who are satisfied with VfM are significantly more likely to be satisfied with BCH overall and to recommend the scheme to othersBase: All members who are satisfied with vfm (1,896); dissatisfied with vfm (113)*Overall satisfactionLikelihood to recommendDissatisfied with VfMSatisfied with VfMDissatisfied with VfMSatisfied with VfM

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  • Value for money mean score is steadily increasingQ How satisfied are you with the value for money to you of using Barclays Cycle Hire? 81(Asked of 288 who rated 0-6)Q Why do you say you are not satisfied with the value for money of Barclays Cycle Hire? (Mentions above 6%)Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526; all who are not satisfied with the value for money of BCH: W4: 288*80Wave 1Wave 2Wave 3Mean scores82Wave 483

    Too expensive Poor availability of bikesDont use enough OverchargedDS are usually fullNot enough coverage/ north/ south DS hard to find 30 minutes isnt long enoughHappy with pricingQuality of the bikes is not goodProblems at DS

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    Too expensive/prefer it to be cheaper29%

    Poor availability/of bikes/difficult to find an available bike/More bikes needed16%

    Do not use bikes much/ often enough/not getting enough use out of scheme14%

    Overcharged/access fee taken even if bike can't be released10%

    Docking stations are usually full/free spaces not always available9%

    Not enough coverage/ north/south/docking stations hard to find/ not in convenient locations9%

    30 minutes isn't long enough/would like more free time9%

    Happy with pricing/value for money/satisfied/fairly satisfied9%

    Quality of the bikes is not good/too heavy/don't go very fast8%

    Problems at docking stations/difficulty accessing/docking available bikes/docking stations aren't working7%

    Waste of money/not worth the money/poor value6%

    End up having to walk/ take other modes of transport/pay extra for/ travel cards5%

    The service/system is unreliable/unpredictable5%

    Issues with having multiple keys/activating at the same time/being charged multiple times/ flawed system5%

    Other4%

    System does not work3%

    Lack of information/ clarity3%

    Would prefer different pricing3%

    Customer service issues2%

    Should be integrated with Oyster card/travel card/season ticket holders2%

    Lack of support/help with issues/complaints2%

    Too expensive/in comparison to other cities2%

    Problems with key/not received/charged/ for key1%

    IT problems/website/ online contact/software problems/apps not accurate1%

    Waste of time1%

    Lack of/poor information of docking stations/ proximity/bike availability

    System is better in other countries3%

    Don't Know

  • *4. Customer journey

  • Mean satisfaction with information on how BCH works is steadily increasing after wave 2 dropQ How satisfied are you with the information on how Barclays Cycle Hire works?74(Asked of 621 rating 0-6) Q Why do you say you are not satisfied with the information you have obtained or received on BCH? (Mentions above 16%)Base: All members: W1: 3,754, W2: 2,652, W3: 947; W4: 2,526 all who are not satisfied with information on how BCH works: W4: 621*Wave 1Wave 27172Wave 3Mean scoresWave 473

    It didn't answer all my questions Lack of info about docking or undocking bicycles The website didn't give up to the minute information of Bicycle availability It was hard to understand how much using Barclays Cycle Hire would cost The website was unclear/ not user friendly The account details webpages were unclear/ not user friendly It wasn't that clear from the maps at the terminal where the docking stations are The information didn't make it clear that all membership keys would be activated at the same time

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    It didn't answer all my questions32%

    There was a lack of information about docking or undocking bicycles31%

    The website didn't give up to the minute information of Bicycle availability28%

    It was hard to understand how much using Barclays Cycle Hire would cost27%

    The website was unclear/ not user friendly20%

    The account details webpages were unclear/ not user friendly18%

    It wasn't that clear from the maps at the terminal where the docking stations are18%

    The information didn't make it clear that all membership keys would be activated at the same time17%

    It wasn't that clear from the website where the docking stations are11%

    It wasn't that clear from app maps where the docking stations are11%

    It wasn't that clear from leaflets I had looked at where the docking stations are7%

  • Website ratings have been increasing since wave 2Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526Q Thinking specifically about the Barclays Cycle Hire website, how satisfied are you with ...?

    *

    The ease of understanding information provided on the websiteThe ease of logging in and checking your membership account informationThe ease of finding information on the website

    Wave 1Wave 2Wave 3Wave 4