Customer Satisfaction

January 2007

VisitScotland BTUCustomer Satisfaction

VisitScotland BTUCustomer Satisfaction

2 J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07

Background & ObjectivesBackground & Objectives• An update of the study conducted in 2005 and 2004 providing comparative data

• This presentation focuses on the 2006 findings, drawing comparisons with 2005 and 2004 data where relevant

• To track customer satisfaction levels by measuring;

• Overall satisfaction

• Satisfaction with specific aspects

• Current perceptions of Scotland as a destination


Method & SampleMethod & Sample• 250 x 12-20 minute telephone interviews between November and December 2006

• Interviewing conducting by BDRC Group’s telephone unit, Perspective MR

• Questionnaire similar to 2005, with modifications to reflect VSBTU’s current needs

NUMBER OF INTERVIEWS

250

175

75

2006

249

173

76

2005

105

64

41

2005

134

88

46

2004

150

101

47

2004

144

109

35

2005 200420062006

284118132Total

1897897Enquirers

934035Bookers

TotalIntermediaryDirect


Methodological IssuesMethodological Issues• Sample sourced from VSBTU’s database.

• In all, interviews were completed with:

• 169 organisations who had contacted the BTU

• 81 organisations which had been contacted by the BTU

• Results are sufficiently similar to allow us to present a composite view of all 250 respondents. Those who contacted the BTU were generally more positive in their views and more likely to recommend/book events in Scotland.

J:/2006-5jobsCURRENT Jobs26235 VSBTUCS/Report/PresFV VS/LS/BC/18.01.07

Profile Comparisons


Profile Comparison: OverviewProfile Comparison: Overview

Base: All respondents 2006 (n = 250), 2005 (n = 249), 2004 (n = 284)

31

39

16

14

70

30

47

53

2006

3126Intermediary EnquirersLower proportion of

Direct Enquirers vs 20053644Direct Enquirers

1616Intermediary BookersConstantvs 2005

1714Direct Bookers

6769Total EnquirersSimilar proportions

vs 20053331Total Bookers

4742IntermediaryLower proportion of

Direct vs 20055358Direct

20042005%


Profile Comparison: GenderProfile Comparison: Gender

29

24

35

33

27

71

76

65

67

73

Male Female

Total(n = 250)

Direct(n = 132)

Intermediary(n = 118)

Bookers(n = 75)

Enquirers(n = 175)

FEMALE2005

FEMALE2004

68 70

78 74

55 66

64 73

70 68

%

• Skew towards females in the sample stable and consistent with the industry environment

• Skew towards females in the sample stable and consistent with the industry environment


Profile Comparison: Number of business events planned each yearProfile Comparison: Number of business events planned each year

85

47

125

95

81

MEAN2005

MEAN2004

86 67

56 47

126 89

108 86

76 58

MEAN NUMBER OF EVENTS COMPANY PLAN ANNUALLY

Total(n = 250)

Direct(n = 132)


Bookers(n = 75)

Enquirers(n = 175)

=

=


Profile Comparison: Number of business events planned each yearProfile Comparison: Number of business events planned each year

59

33

89

78

51

MEAN NUMBER OF EVENTS PERSONALLY PLAN ANNUALLY

Total(n = 250)

Direct(n = 132)


Bookers(n = 75)

Enquirers(n = 175)


Profile Comparison: Number of delegates on last enquiryProfile Comparison: Number of delegates on last enquiry

154

158

150

173

144

MEAN2005

MEAN2004

137 151

151 167

118 132

128 188

141 130

MEAN NUMBER OF DELEGATES

Total(n = 250)

Direct(n = 132)


Bookers(n = 75)

Enquirers(n = 175)

=

=

• Mean numbers of events has remained stable, but …• Mean number of delegates has increased year-on-year

• Mean numbers of events has remained stable, but …• Mean number of delegates has increased year-on-year


Current Usage of BTU


Length of Relationship with BTU: 2006 vs 2005Length of Relationship with BTU: 2006 vs 2005

Base: All those who were contacted by BTU 2006 (n = 81)All those who contacted BTU 2006 (n = 169)

26

16

16

5

7

15

15

27

11

11

4

10

6

31

25

18

19

5

6

20

7

2005

28Less than 1 yr

From 1 & up to 2 yrs




Over 5 yrs

Don’t know

30

10

6

7

10

9

%

All BTU contacted client All client contacted BTUComposite Sample

• Organisations that contacted BTU have a longer relationship than those contacted by the BTU

• Organisations that contacted BTU have a longer relationship than those contacted by the BTU


Length of Relationship with BTU: Bookers vs EnquirersLength of Relationship with BTU: Bookers vs Enquirers

26 1929 28

13

35

1616

1630

39

2616 28 11

1011

105

55

6 85

75

8

7 9 61519

14

10 16 815 8

189 4 12

2006 2005

Less than 1 yr





Over 5 yrs

Don’t know

Total(n = 250)

Bookers(n = 75)

Enquirers(n = 175)

Total(n = 249)

Bookers(n = 76)

Enquirers(n = 173)

%

• The 2006 sample have a more established relationship with BTU than those in the 2005 sample

• The 2006 sample have a more established relationship with BTU than those in the 2005 sample


Frequency of Use in last 12 months: Bookers vsEnquirersFrequency of Use in last 12 months: Bookers vsEnquirers

2415

27 2211

27

34

33

3531

33

30

1517

14

1217

10

1116

9

6 11 4

4 5 3

513

1

13 13 1324

1628

Once

2-3 times

4-5 times

6-10 times

10+ times

Don’t know

Total(n = 250)

Bookers(n = 75)

Enquirers(n = 175)

Total(n = 249)

Bookers(n = 76)

Enquirers(n = 173)

3.5 4.2 3.2 3.4 4.9 2.7

3.4 4.2 2.9

%

• Mix of one-off enquiries and more regular contact• Bookers have more regular contact with the BTU than Enquirers• Overall frequency of use has remained stable since 2004

• Mix of one-off enquiries and more regular contact• Bookers have more regular contact with the BTU than Enquirers• Overall frequency of use has remained stable since 2004

MEAN 2005

MEAN 2004MEAN 2006

2006 2005


Length of Relationship with BTU: Direct vs IntermediaryLength of Relationship with BTU: Direct vs Intermediary

26 3317

28 29 27

1613

19

3036

22

16 1419

105

175 2 8

6 3 97 7 8

7 6 815 19 1910 6

1515 12 10 9 143

2006 2005

Less than 1 yr





Over 5 yrs

Don’t know

Total(n = 250)

Direct(n = 132)


Total(n = 249)

Direct(n = 144)


%

• Length of relationship with BTU among Direct customers more polarised than among Intermediaries

• 2006 Direct sample more polarised in length of relationship compared to 2005

• Length of relationship with BTU among Direct customers more polarised than among Intermediaries

• 2006 Direct sample more polarised in length of relationship compared to 2005


Frequency of Use in last 12 months: Direct vs IntermediaryFrequency of Use in last 12 months: Direct vs Intermediary

2432

1422 22 22

3431

3831 28

35

1514

16 12 1213

11 814

63

10

4 2 5

53

7

13 14 1224

32

13

Once

2-3 times

4-5 times

6-10 times

10+ times

Don’t know

Total(n = 250)

Direct(n = 132)


Total(n = 249)

Direct(n = 144)


3.5 3.0 4.0 3.4 3.1 3.7

3.4 2.8 4.0

%

• Mix of one-off enquiries and more regular contact• Overall frequency of use has remained stable since 2004

• Mix of one-off enquiries and more regular contact• Overall frequency of use has remained stable since 2004

MEAN 2005

MEAN 2004MEAN 2006

2006 2005


Events booked following contact with BTUEvents booked following contact with BTU

30

7

41

31

33

70

93

59

69

67

Event booked Event not booked

2005

2004

2006All BTU contact client

(n = 81)

All client contacted BTU(n = 169)



13235+ times

44492-5 times

3516Once

Not BookedBookedContacted BTU

5245+ times

40502-5 times

2711Once

Not BookedBooked

9225+ times

48502-5 times

3619Once

Not BookedBooked

%

• Customers with more regular contact showed higher propensity to book• Customers with more regular contact showed higher propensity to book

Composite Sample(n = 250)


Frequency of Booking Business Events in last 12 monthsFrequency of Booking Business Events in last 12 months

35

69

6

3243

22

18

9

25

2417

29

12

3

19

11 615

10

6

14

5 6 5

1222

169

22

13 13 14 1020

7

Once

2-3 times

4-5 times

6-10 times

10+ times

Don’t know

Total(n = 68)

Direct(n = 32)


Total(n = 76)

Direct(n = 35)


%

Base: All those who have booked an event 2006 (n = 75); 7 not asked question

• On average four events were booked in the last year, consistent with that recorded in 2005 • On average 85 events are planned a year with Scotland only having an average 4 events, thus huge potential

exists• To maximise this potential, Scotland needs to be kept top of mind with constant reminders• Intermediaries book more events in Scotland than direct contacts, as seen previously…• And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in

2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year

• On average four events were booked in the last year, consistent with that recorded in 2005 • On average 85 events are planned a year with Scotland only having an average 4 events, thus huge potential

exists• To maximise this potential, Scotland needs to be kept top of mind with constant reminders• Intermediaries book more events in Scotland than direct contacts, as seen previously…• And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in

2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year

4.3 3.3 5.1

5.0 4.1 5.9

4.1 1.8 6.2 MEAN 2005

MEAN 2004

MEAN 2006

2006 2005


Overall influence of BTU in decision to book: 2006Overall influence of BTU in decision to book: 2006

• Approximately a quarter (24%) of bookers felt that the BTU were very influential in their decision to book

• Decision to book likely to be owing to a multitude of factors e.g. budget, capacity, availability, BTU needs to ensure wherever possible that it is able to communicate and meet the requirements of potential bookers in each of these key areas

• Approximately a quarter (24%) of bookers felt that the BTU were very influential in their decision to book

• Decision to book likely to be owing to a multitude of factors e.g. budget, capacity, availability, BTU needs to ensure wherever possible that it is able to communicate and meet the requirements of potential bookers in each of these key areas

24 31 45TOTAL 5.8

%

Base: All those who have booked a business event in Scotland, excluding don’t know ratings (n = 49)

Very influential Quite influential Not Very/Not at all influential

NOTE: Low base size (n = 49)NOTE: Low base size (n = 49)


Satisfaction with

Events Held in Scotland


Satisfaction with TransportationSatisfaction with Transportation

• Ease of getting to and travelling around Scotland scores well, peace of mind for VisitScotland since this is an aspect over which they have little control

• Promotion of Scotland as an accessible area needs to be translated into actual experience so as not to fall short of expectations

• Ease of getting to and travelling around Scotland scores well, peace of mind for VisitScotland since this is an aspect over which they have little control

• Promotion of Scotland as an accessible area needs to be translated into actual experience so as not to fall short of expectations

Ease of getting to Scotland

Ease of getting around Scotland

7.5

7.6

8.2

7.3

7.3

7.9

%

Base: All those whose event has already taken place 2006 (n = 37)

NOTE: Low base size (n = 37)NOTE: Low base size (n = 37)

Mean 2006 Mean 2005 Mean 2004


Satisfaction with AccommodationSatisfaction with Accommodation

• Lower mean scores for each aspect of accommodation compared to 2005 and 2004• High expectations surrounding accommodation, potential for this to be the ‘make or mar’

of the experience

• Lower mean scores for each aspect of accommodation compared to 2005 and 2004• High expectations surrounding accommodation, potential for this to be the ‘make or mar’

of the experience

Quality of accommodation

Capacity of accommodation

Catering at accommodation

7.6

8.1

8.2

7.4

8.1

8.1

7.3

8.2

7.5

8.3

8.1

8.0

Helpfulness of staff at hotels

% NOTE: Low base size (n = 37)NOTE: Low base size (n = 37)




Satisfaction with VenuesSatisfaction with Venues

Quality of venues

Capacity of venues

Catering at venues

7.68.28.2

7.5

8.27.5

8.17.77.8

8.48.2

7.47.6

7.4

8.0

Helpfulness of staff at venues

Technical support at

venues



• Lower mean scores for each aspect of the venues rating compared to 2005 and 2004• Again there will be high expectations surrounding the venue itself, important that the

venues in Scotland meet the standards seen elsewhere in the UK

• Lower mean scores for each aspect of the venues rating compared to 2005 and 2004• Again there will be high expectations surrounding the venue itself, important that the

venues in Scotland meet the standards seen elsewhere in the UK



Satisfaction with Other FeaturesSatisfaction with Other Features

Incentive programme

activities

Quality team building activities

Service provided by Scottish-based PCO

or DMC

8.2

7.8

8.3

8.1

7.8

8.3

8.6

8.9

8.6

7.7

7.7

7.6

Value for money





Overall Satisfaction with EventOverall Satisfaction with Event

• Satisfaction levels are very high and have been maintained year-on-year, although the proportion overall very satisfied remains below those recorded in 2004

• Satisfaction levels are very high and have been maintained year-on-year, although the proportion overall very satisfied remains below those recorded in 2004

76

75

82

71

71

86

80

79

75

19

21

18

24

29

14

15

14

25

5

6

5

4

7

TOTAL

DIRECT

INTERMEDIARY

2006

2005

2004

2006

2005

2004

2006

2005

2004

8.1

8.3

8.4

MEAN

7.8

8.2

8.6

8.4

8.4

8.2



Very satisfied Quite satisfied Not Very/Not at all satisfied Don’t know


Facilities, Services & Entertainment: Suggested ImprovementsFacilities, Services & Entertainment: Suggested Improvements

No improvements needed/satisfied with what they are doing

Wider selection of venues (size and type)

8

3

3

3

3

14

65

Improve staff/better staff training


Improve catering

Improve access to Scotland

Other

Don’t Know

%

Always provide us with well trained professional

staff in every venue

Getting to and from Scotland from more remote

areas of the UK is quite difficult in some cases

Provide bigger hotels and bigger venues, because if

you have a big group it can be very difficult

Be varied, at the moment we have made a booking

for people who want a country house instead of a hotel, so if they could have a wide selection of options


Likelihood to Re-useLikelihood to Recommend


Likelihood of Considering Scotland: Bookers vsEnquirersLikelihood of Considering Scotland: Bookers vsEnquirers

• 73% were likely to consider Scotland when planning business events in the future, with 8 out of 10 bookers likely to do so

• 2 in 10 enquirers were unlikely to consider Scotland ~ exploring why could further understanding of barriers

• 73% were likely to consider Scotland when planning business events in the future, with 8 out of 10 bookers likely to do so

• 2 in 10 enquirers were unlikely to consider Scotland ~ exploring why could further understanding of barriers

55

65

52

18

17

18

17

7

22

9

11

9

TOTAL

BOOKERS

ENQUIRERS

2006

2006

2006

7.6

MEAN

Extremely likely Quite likely Unlikely/not at all likely Don’t know

8.5

7.3

%

Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175)

LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS


Likelihood of Considering Scotland: Direct vs IntermediaryLikelihood of Considering Scotland: Direct vs Intermediary

• Intermediaries demonstrate greater likelihood of considering Scotland in the future than Direct BTU users

• Intermediaries demonstrate greater likelihood of considering Scotland in the future than Direct BTU users

55

48

65

18

20

14

17

23

11

9

9

9

TOTAL

DIRECT

INTERMEDIARY

2006

2006

2006

7.6

MEAN

7.1

8.3

%

Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118)


LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS


Likelihood of Booking Events in Scotland: Bookers vs EnquirersLikelihood of Booking Events in Scotland: Bookers vs Enquirers

• Bookers more likely to book business events in Scotland in the next 12 months ~ suggestion of loyalty to brand?

• Bookers more likely to book business events in Scotland in the next 12 months ~ suggestion of loyalty to brand?

48

67

39

8

7

8

33

17

40

12

9

13

TOTAL

BOOKERS

ENQUIRERS

2006

2006

2006

6.7

MEAN

8.1

6.0

%

Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175)


LIKELIHOOD OF BOOKING BUSINESS EVENTS IN SCOTLAND IN NEXT 12 MONTHS


Likelihood of Booking Events in Scotland: Direct vs IntermediaryLikelihood of Booking Events in Scotland: Direct vs Intermediary

• Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12 months than Direct BTU users

• Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12 months than Direct BTU users

48

38

58

8

6

9

33

45

20

12

11

13

TOTAL

DIRECT

INTERMEDIARY

2006

2006

2006

6.7

MEAN

5.8

7.7

%

Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118)


LIKELIHOOD OF BOOKING BUSINESS EVENTS IN SCOTLAND IN NEXT 12 MONTHS


Perceptions of Scotland


Perceptions Of ScotlandPerceptions Of Scotland

• Scotland is strongly associated with dramatic landscapes and welcoming people• It is also recognised as a place with unique venues ~ an important differentiator• However, less evident is its innovation and technological capabilities • Scotland as a place that is easy to get to also receives lower ratings, although this is

perception rather than experience. Promoting the range of fast/direct transport links to Scotland will help to address this perception

• Scotland is strongly associated with dramatic landscapes and welcoming people• It is also recognised as a place with unique venues ~ an important differentiator• However, less evident is its innovation and technological capabilities • Scotland as a place that is easy to get to also receives lower ratings, although this is

perception rather than experience. Promoting the range of fast/direct transport links to Scotland will help to address this perception

Scotland has dramatic landscapes

Scotland has warm & welcoming people

Scotland has unique venues

Scotland has the best golf in the world

Scotland is easy to get to

Scotland has a tradition of innovation

9.1

8.4

8.2

7.9

7.7

7.2

7.1

7.0

6.4

Scotland takes good care of its natural environment

Scotland has a thriving economy & strong business community

Scotland is at the leading edge of technology

9.2 9.3

MEAN2005

MEAN2004

8.3 8.5

8.2 8.2

7.7 7.6

7.3 7.5

6.9 7.0

Base: All respondents 2006 (n = 250), 2005 ( n= 249), 2004 (n = 284)


Perceptions Of Scotland: Bookers vs Enquirers; Direct vs IntermediaryPerceptions Of Scotland: Bookers vs Enquirers; Direct vs Intermediary

9.1

8.5

8.4

7.8

7.6

7.2

7.4

7.3

6.7

9.2

8.3

8.1

8.0

7.8

7.2

6.9

6.9

6.3

Scotland has dramatic landscapes

Bookers Enquirers

Scotland has warm & welcoming people

Scotland has unique venues

Scotland takes good careof its natural environment

Scotland has the best golf in the world

Scotland has a thriving economy& strong business community

Scotland is easy to get to

Scotland has a tradition of innovation

Scotland is at the leading edge of technology

Bookers vs Enquirers Direct vs Intermediary

Direct Intermediary

9.2

8.3

8.1

8.0

7.7

7.2

7.1

6.9

6.4

9.1

8.5

8.3

7.8

7.7

7.3

7.0

7.1

6.4

Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175); Direct (n = 132); Intermediary (n = 118)


Drivers of Satisfaction


Correlation analysis - Introduction (1)Correlation analysis - Introduction (1)• BDRC’s statistical consultants have calculated the correlation between each rating scale

on the survey and

• Satisfaction with event in Scotland

• Likelihood of using Scotland for future events

• These correlation factors measure importance of each rating scale

• The next charts show how closely these rating scales correlate with relevant KPIs


Extent to Which Factors Drive Overall Satisfaction withEvent in ScotlandExtent to Which Factors Drive Overall Satisfaction withEvent in Scotland

• Three of the top four focus on venues• Accommodation and activities are of middling importance• Travel issues are far down the list

• Three of the top four focus on venues• Accommodation and activities are of middling importance• Travel issues are far down the list

Red bars are significant at 95%Regression : Correlation Scores (max = 1)

0.800.75

0.740.60

0.480.43

0.400.380.37

0.360.35

0.310.27

0.19-0.03

Quality of team-building activities

Helpfulness of staff at conference venues

Quality of conference venues

Technical support at conference venues

Value for Money



Catering at conference venues

Quality of incentive programme activities


Ease of travelling around Scotland

Helpfulness of staff at the hotel (s)


Capacity of conference venues

Service provided by PCO / DMC


Extent to Which Factors Drive Likelihood of Using Scotlandfor Future EventsExtent to Which Factors Drive Likelihood of Using Scotlandfor Future Events

• While there was some diversity of importance, none of the importance scores was significant, implying that there may be a good degree of volatility in these responses.

• While there was some diversity of importance, none of the importance scores was significant, implying that there may be a good degree of volatility in these responses.

Red bars are significant at 95%Regression : Correlation Scores (max = 1)

0.520.52

0.390.36

0.340.34

0.290.29

0.210.21

0.190.11

0.03-0.07

-0.17

Helpfulness of staff at conference venues

Quality of incentive programme activities

Quality of team-building activities

Ease of travelling around Scotland

Technical support at conference venues

Service provided by PCO / DMC

Helpfulness of staff at the hotel (s)

Value for Money

Quality of conference venues


Catering at conference venues

Capacity of conference venues





Correlation analysis - Introduction (2)Correlation analysis - Introduction (2)• The scatter chart that follows plots the rating scores against the correlation factors (which

indicate importance).

• These charts indicate where management priorities may be set:

1. PRIME FOCUS where importance is high, but scores are low

2. High scores and high importance are points where standards MUST NOT SLIP

3. High scores and low importance can be given LOWER PRIORITY, invested in when all the more pressing needs have been addressed

4. Where both scores and importance are both low the management imperative is to AVOID “ACCIDENTS”


Areas for Focus - Impact on Overall Satisfaction withEvent in ScotlandAreas for Focus - Impact on Overall Satisfaction withEvent in Scotland

7

8

9

-0.4 -0.2 0 0.2 0.4 0.6 0.8Derived (modelled) importance

Ave

rage

sco

re (o

ut o

f 10)

LOW IMPORTANCE, HIGH SCORE

LOW IMPORTANCE, LOW SCORE

HIGH IMPORTANCE, HIGH SCORE

HIGH IMPORTANCE, LOW SCORE

Capacity ofaccommodation

Quality ofaccommodationEase of getting

to ScotlandCapacity of

conference venuesCatering at

conference venues

Quality ofconference

venues

Catering ataccommodation

Helpfulness ofstaff at the

hotel(s)

Value formoney

Technical supportat conference venues

Service providedby PCO/DMC

Ease of travellingaround Scotland

Helpfulness of staff atconference venues

Quality ofteam-building

activities

Quality of incentiveprogramme activities


Summing Up


Summing up Summing up • The average number of events planned in 2006 is stable after a rise between 2004 and

2005.

• The gap in number of events planned is closing as between bookers and enquirers for events in Scotland, suggesting that there may be more competition in the market as bookings spread through a wider range of firms.

• The mean number of delegates is rising…

• …tentatively suggesting some renewed confidence among clients staging bigger events or being more willing to allow attendance at association or commercial events.

• Bookers were more likely to consider Scotland than enquirers; Intermediaries were more likely to consider Scotland than directs

• Events in Scotland were again rated as highly as in 2005, though there was no return to the even higher levels of 2004.