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Final Report CIDB Mystery Shopping Final Report CIDB Mystery Shopping PREPARED BY: IPSOS LOYALTY APRIL 2016 © 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 © 2015 Ipsos. 16-042311-01_CIDB Mystery Shopping_Report_v1 Contents Research Overview 3 7 Key Findings Executive 10 Summary 18 Conclusion & Summary 2 © 2015 Ipsos. RESEARCH OVERVIEW 3 © 2015 Ipsos. RESEARCH OBJECTIVES Based on our understanding, the study has the following objectives… 1 2 3 Measure and understand the Identify areas of Identify best preforming service level in the service improvement to provide service centers and best centers such as waiting and better customer service. their practices so that it can transaction time, staff’s soft be the role model for others. skills and knowledge, branch environment and accessibility and etc… 4 © 2015 Ipsos. LOCATION AND SAMPLE SIZE Mystery visit was done at the following CIDB service centers State Office No. of visits KL (Jln Chan Sow Lin) 4 Perak 4 Melaka 4 Johor 4 Terengganu 4 Kelantan 4 Pahang 4 Kota Kinabalu 4 Tawau 4 Kuching 4 Miri 4 Kedah 4 Selangor 4 Perlis 4 Penang 4 Negeri Sembilan 4 Total 64 5 © 2015 Ipsos. MYSTERY SHOPPING FLOW & SCENARIO Scenario 1- Create •You are new hired HR personnel for XXXXX checklist 2- Define 3- Recruit construction company and your manager is asking according to CIDB scenario mystery shoppers needed your help to apply a green card for X new service standard graduate that your company recently hired. You 1 would need to know the procedure. 7- Process with 6- Execute the 5- Train the •You are a newly hired clerk for XXXXX validation of the fieldwork shoppers face to construction company and your director wants surveys and according to face and conduct you to enquire the full process of paying Levy quality control specifications mock exercise 2 •You would want to enquire about the full process 8- Deliver the of registering a newly setup company with CIDB. report 3 6 © 2015 Ipsos. EXECUTIVE SUMMARY 7 © 2015 Ipsos. RESULT DASHBOARD Overall CIDB score Score by attributes (%) Top and Bottom branches 95.897.9 90.2 Top 3 branches Score (%) 86.4 86.4 87.9 83.3 85.6 76.6 Melaka 97.3% 70.4 72.174.3 68.2 66.9 Johor 93.0% NS 92.9% Bottom 3 branches Score (%) Perlis 79.8% Selangor 76.4% KL 75.8% Overall Staff Staff attire Queue and Staff Branch 2015 2016 experience knowledge Counter friendliness 8 © 2015 Ipsos. 2015 2016 Branches performance by section Queue and Overall Location Branch Staff attire Staff friendliness Staff knowledge counter Experience Melaka 100 100 100 93.8 92.6 97.28 Johor 100 100 75 93.8 96.4 93.04 NS 100 100 100 100 64.3 92.86 Perak 100 91.7 91.7 93.8 76.9 90.82 Kelantan 100 91.7 83.3 100 77.8 90.56 Miri 100 100 91.7 75 78.6 89.06 Penang 100 83.3 83.3 93.8 82.1 88.5 Kedah 100 90 83.3 93.3 69.6 87.24 Terrengganu 100 91.7 83.3 93.8 64.3 86.62 Pahang 100 83.3 66.7 100 82.1 86.42 Kuching 100 66.7 91.7 100 71.4 85.96 KK 91.7 81.8 91.7 81.3 60.7 81.44 Tawau 91.7 83.3 75 87.5 64.3 80.36 Perlis 100 81.8 75 81.3 60.7 79.76 Selangor 100 66.7 75 68.8 71.4 76.38 = 50%-79% KL 83.3 66.7 66.7 87.5 75 75.84 = 80% and above 9 © 2015 Ipsos. KEY FINDINGS 10 © 2015 Ipsos. BRANCH Branch Score Branches that score < 90%: 2015 2016 96.9 KL and Tawau 97.9 Easy to 93.8 locate 95.8 2015 2016 Branches that score < 90%: All branches scores 100% 100 . Branch performance score improve Clear 95.3 over last year. signage All outlets have scored perfectly on having clear signage leading to the 2015 2016 office. Branches that score < 90%: . Some offices are perceived to be 98.4 KK and KL difficult to locate as the location is far Clean from town. corridor 96.9 office . For some outlets, cleanliness of the corridor leading to the office is below 2015 2016 expectation. 11 © 2015 Ipsos. QUEUE AND COUNTER 66.7 Branches that score < 90%: Queue and counter Score Kedah, Kelantan, KK, KL, Kuching QMS 65.5 2015 2016 Melaka, Pahang, Penang, Perak 86.4 clearly Perlis, Selangor visible Remarks: Similar to last year, in some 2015 2016 85.6 cases the machine was not functioning 94.5 Branches that score < 90%: KK and Selangor Instruction 92.7 on QMS Remarks: In some cases, the machine was . Counter Score drop marginally clear not functioning over last year – particularly contributed by a drop in both 2015 2016 QMS checks – location of QMS Branches that score < 90%: and instruction on QMS that is 96.9 96.9 Perlis, Terengganu clear Counter area clean . Office counter score maintained – most branches scored perfectly 2015 2016 in this area. 12 © 2015 Ipsos. WAITING TIME • Average waiting time have extended from 2.60 in 2015 to 5.13 in 2016 • Waiting for most of the branches across the regionsWaiting have increased time – (peoplemins) are taking longer time to resolve their issues 2015 2016 12.50 11.31 10.75 9.75 9.21 9.29 8.55 6.58 5.14 5.01 4.40 3.84 3.13 2.843.06 3.09 2.6 2.42 2.22 2.25 2.28 2 1.41 1.51 1.54 1.02 1.02 0.81 0.64 0.82 0.050.03 0.23 0.35 Average Miri Tawau Terrengganu Perlis Pahang KL KK Selangor Kedah Perak NS Kelantan Penang Melaka Johor Kuching 13 © 2015 Ipsos. STAFF’S ATTIRE Branches that score < 90%: Staff’s Attire Score: 100 Terengganu 2015 2016 Appropriately 98.4 83.3 dressed 2015 2016 76.6 Branches that score < 90%: All branches scored 100% 100 100 Well groomed . Staff’s Attire score have improved over last year. 2015 2016 . Grooming maintained a 100% perfect Branches that score < 90%: 51.6 compliance. Easily Johor, Kedah, Kelantan, KK, KL, Kuching . Nametag / Identifying staff by name have identified 29.7 Miri, Pahang, Penang, Perak, Perlis, also improved over last year. (name on Selangor, Tawau, Terrengganu counter) . Dressing / Appropriate attire score fell short in 2016 – contributed only by one 2015 2016 branch – the rest of the branches 14 © 2015 Ipsos. maintained a perfect 100%. Staff’s Friendliness Score: STAFF’S FRIENDLINESS 2015 2016 . Staff’s friendliness overall score had improved over last quarter – contributed by 90.2 and improved performance observed across all attributes checked. Being ‘focus’ to customer’s requirement during conversation can be improved - 87.9 score maintained at 98.4 over last year. Standard greeting Attentive listening & Focus Polite and friendly acknowledge 68.8 93.8 100 98.4 98.4 67.2 96.9 89.1 2015 2016 2015 2016 2015 2016 2015 2016 Branches that score < 90%: Branches that score < 90%: Branches that score < 90%: Branches that score < 90%: Johor, Kedah, KK, KL, Melaka All branches scored 100% Selangor KK, Perlis, Terengganu Miri, Penang, Perak, Perlis, Selangor, Tawau 15 © 2015 Ipsos. Staff’s Knowledge Score: STAFF’S KNOWLEDGE 2015 2016 . Knowledge have improved over last year. 74.3 . Staffs appear to be more equipped with the right knowledge when servicing our shoppers. However, there are areas that can be looked into in order to further improve the score 72.1 for next year: Use of brochure/pamphlet, refer to the website and provide checklist Provide clear Provide correct Use brochure / Provide Didn’t refer to Didn’t ask to Provide checklist solution forms / pamphlet additional info colleague refer to website documents 98.4 46.9 72.6 90.3 87.1 64.1 71.9 92.2 61.3 79.7 42.9 60.9 89.1 67.2 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Branches that score < Branches that score < Branches that score < Branches that score < Branches that score < Branches that score < Branches that score < 90%: 90%: 90%: 90%: 90%: 90%: 90%: Perlis KL,Kuching, NS, Perlis Kedah, Kelantan, KK Kelantan, KK, KL, Kuching Kedah, Perak, Perlis, Johor, Kedah, KK, KL Kedah, Kelantan, KK Selangor, Tawau, KL, Kuching, Melaka Miri, NS, Pahang, Perak Tawau Melaka, NS, Pahang, KL, Kuching, NS, Pahang Terengganu Miri, NS, Pahang, Penang Perlis, Tawau, Penang, Perak, Perlis Penang, Perak, Perlis Perak, Perlis, Selangor Terengganu Selangor, Tawau, Selangor, Tawau, Tawau, Terengganu Terengganu Terengganu 16 © 2015 Ipsos. OVERALL EXPERIENCE Overall Experience Score: 68.1 Branches that score below average: 2015 2016 Kelantan, NS, Penang, Perak, Perlis Tawau, Terengganu 69.1 Overall staff performance 64.7 66.9 2015 2016 Branches that score below average: Kelantan, KK, Perak, Tawau 70 . Overall Experience score had improved over last year – score improved by 2.2%. Overall . An improved score is observed across experience at most of the branches for both staff the branch 69.1 performance as well as experience at the branch . However, we note a low scores on both 2015 2016 checks for Kelantan, Perak and Tawau. 17 © 2015 Ipsos. CONCLUSIONS AND RECOMMENDATION SUMMARY AND CONCLUSION: • 2016 Overall service compliance score registered an improvement over 2015 • Highest performing branches are: • Melaka • Kuala Lumpur • Pahang • Lowest Performing: Tawau, Perak & Kelantan • We note a mark improvement in servicer for all service areas evaluated except for Que and counter AREA FOR IMPROVEMENT: .
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