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Landgate
2015 Brand Health Tracking – Full Report
3rd December 2015
Client Contact:
Lauren Knapp – Market Developer Digital and Demand
Prepared by:
Michelle Clark-Crumpton, B.Com Hons. – Group Account
Director
Matthew Scott B.Com (Mgt & Mkt) – Account Manager
Justin Scerri, B.Com Hons. QPMR. – Principal
2
Report Contents
Background and Objectives 3
Research Process 8
Sample Profile 12
Dashboards: Brand Health Scorecard and Summary of Key
Target Group Performance14
Market Factors 25
Target Market 33
Brand Awareness 41
Brand Comprehension 50
Brand Perceptions 56
Advertising Measures 62
The Land and Property Information Market 88
Interaction with Landgate 100
Key Findings 111
Page #
3
Background and Objectives
4
Background
• The Landgate brand came into existence on 1st January 2007
following a transition from the Department of Land Information
(DLI).
• Since 2007, Landgate has tracked its brand and advertising
effectiveness, and increasing its brand awareness has been a
priority.
• In 2009, Painted Dog Research was appointed to continue the
tracking research, which resulted in an overhaul of the
questionnaire.
• In 2015, Painted Dog conducted the tracking again and this report
details the 2015 results.
5
Key Research Outputs
• The key outputs required from this research were...
To understand Landgate’s overall brand health and relative brand equity within the WA market.
To measure any changes in the previously established set of key performance indicators.
6
Specific Research Objectives
• The specific objectives were as follows:
Awareness (unprompted and prompted) of both the Landgate brand and competitor brands
Knowledge of Landgate – including the services it provides
Attitudes towards and perceptions of Landgate
Behavioural intentions towards Landgate
Awareness of the three campaigns that ran in 2014 (unprompted and prompted)
Additional measures for two campaigns – brand linkage, message takeout, likability etc.
Bra
nd O
bjec
tives
Adv
ertis
ing
Obj
ectiv
es
7
2015 Campaign Information
• Three campaigns were evaluated in this year’s research, as shown below (each was de-branded):
• Awareness was measured for each campaign, while more in-depth analysis was conducted on the digital ads and radio ads separately.
• A summary of campaign spend is outlined below, and shown in comparison to previous years.
Smart home buyers check
before they buy (Ad 1)
2015 2014 2012 2010
Property Interest
Report
Property
Interest/Locate/Title
Watch
Mapping / History /
Earth is ArtCertificate of Title
Online $27,501 $85,000 $35,468 -
Print - $28,500 - $41,150
Radio $10,003 $30,000 - $20,682
Total Campaign Spend $37,504 $143,500 $35,468 $61,832
Spend is based on media spend only
Radio Ad (Ad 3)Smart home owners
do their checks (Ad 2)
8
Research Process
9
Methodology & Sample
• The margins of error at the 95% confidence interval for each sample location are as follows:
– WA population: +/- 4.55%
– Perth Metro: +/- 5.24%
– Regional WA: +/- 9.18%
Methodology & Sampling
Margin of Error
• The survey was conducted online from 3rd November – 17th November 2015.
• All respondents were sourced from an online panel provided by GMI (formerly Lightspeed Research), which is the same panel
provider used in 2009, 2010, 2012, 2013 and 2014 to assure consistency.
• No respondent who may have completed the survey in the previous year was eligible for this year’s survey, as per previous waves.
• The average survey length was 15 minutes.
• A total sample size of n=464 was achieved amongst WA residents aged 18+.
• The sample included n=350 Perth Metro residents and n=114 Regional WA residents.
10
• After the data was collected, the sample was weighted by age, gender and location based on 2011 ABS Census statistics to be reflective of
the WA population.
• Base sizes indicated throughout the report are the unweighted bases.
• Small base sizes are indicated throughout the report with a * symbol. Results based on small base sizes should be interpreted cautiously.
• Significant differences are reported at the 95% confidence interval and calculated on the unweighted base.
– Year on year differences are indicated by triangles:
– Differences between sub-groups (within a segment) are indicated by stars:
• Data shown in charts is percentages unless otherwise noted.
– Some charts do not add to 100% due to rounding.
Analysis
Analysis
11
Sample Quotas
• The quotas were set as follows:
RequiredProportion
Required sample size Quota
Location
Metro 75% 300 Hard
Regional 25% 100 Hard
Gender
Males 50% 180-220 Soft
Females 50% 180-220 Soft
Age
18-29 23% 87-97 Soft
30-39 19% 71-81 Soft
40-49 19% 71-81 Soft
50-59 17% 63-73 Soft
60-69 12% 43-53 Soft
70+ 11% 39-49 Soft
12
Sample Profile
13
General Public Sample
Weighted
• The adherence to quotas ensured the weighted samples were almost identical from 2009 to 2015:
2015 GP
(Weighted)
n=464
%
2014 GP
(Weighted)
n=408
%
2013 GP
(Weighted)
n=413
%
2012 GP
(Weighted)
n=417
%
2010 GP
(Weighted)
n=414
%
2009 GP
(Weighted)
n=439
%
Gender (S2)
Male
Female
50
50
50
50
50
50
50
50
50
50
50
50
Age (Q3)
18-29
30-39
40-49
50-59
Over 60
22
17
19
19
23
23
19
19
17
23
23
19
19
17
23
23
19
19
17
23
21
19
20
17
23
21
19
20
17
23
Location (S4)
Perth Metro
Regional
78
22
78
22
78
22
78
22
75
25
75
25
Household Income (Q26)
Less than $50 000
$50,001 to $75,000
$75,001 to $100,000
$100,001 to $125,000
Over $125,000
Refused
28
15
18
12
14
12
30
17
12
10
17
14
36
14
13
9
15
13
33
16
14
7
14
16
34
15
17
9
11
13
37
15
15
10
12
12
14
Dashboards:
Brand Health Scorecard and Summary of Key Target Group Performance
15
How is the Landgate Brand Performing?
• When evaluating the health of Landgate’s brand, we must take a comprehensive view of its performance in the following areas:
Awareness
Unprompted and Prompted
Comprehension
How much does the public know
about what Landgate does?
Perceptions
Does the public have positive or
negative perceptions of
Landgate?
Intentions
Is the public willing to contact or use Landgate
in the future?
Use
How many have used Landgate
products or services?
Market Factors and Campaign Activity(e.g. # of people looking to purchase a property, # of people who recently purchased a property, campaign awareness, etc.)
16
Brand Awareness
6 814
7 511
23
32
41
30
40 39
2009 2010 2012 2013 2014 2015
Unprompted Prompted
Brand Comprehension
Recent Use (in past 12 months)
47 47
3338
42
80 8173
80 83
2009 2010 2012 2013 2014 2015
Unprompted Prompted
21 22 21
16
21
25
2009 2010 2012 2013 2014 2015
% Likely to Purchsase info or other products from Landgate(when next in property market)
Future Intentions
Bra
nd H
ealth
Sco
reca
rd
2009 not
comparable
Results shown are % of whole sample. Base sizes: 2009 (n=485), 2010 (n=414), 2012 (n=417), 2013 (n=413), 2014 (n=408), 2015 (n=464). Q4, Q5, Q14, Q15, Q18a/c, and Q16 data shown.
3 35
36 6
3 42
4 4
32
42
4 4
2523
25
20 2118
2009 2010 2012 2013 2014 2015
Obtained ANY land or property info from Landgate
Obtained free info from Landgate
Paid for info from Landgate
Obtained ANY land or Property Info
2009 only asked
‘purchased’
Sig. lower than
2012
Sig. higher than
2013
17
Brand Perceptions (top 10)B
rand
Hea
lth S
core
card
Results shown are % of whole sample. Q17 data shown.2012n=417
2010n=414
2013n=413
2014n=408
2015n=464
35 35
3027
25
47
4240
3735
3330 30
28 27
4137 36
3836
4742 40 39 39
Knowledgeable Accesible Practical Trustworthy Reliable
32
2724
16
26
34 3329
26
3230
2825
20 21
34 3330
2824
39 39
32 31 31
Approachable Dependable Unbiased A leader in its field Accurate
% Agree / Strongly Agree
18
Prompted Awareness
2015
Cam
paig
n P
erfo
rman
ce
Awareness and Effective Reach results based on % of whole sample 2015 (n=464). Brand Linkage and Message Comprehension results based on those who saw each ad (n=44, n=35,
respectively). Comparisons to the 2014 Property Interest campaign are shown as well. No radio ad was evaluated in 2014 so no comparisons have been made.
Net
Campaign
Awareness (prompted)
Awareness
of Radio Ad (Ad 3)
15%
8%
Awareness of Either
Property Interest Ads(Ad 1 & Ad 2)
11%
Brand Linkage
26%
5%
Effective Reach (Awareness x Brand
Linkage)
Message
Comprehension (correct)
2%
0.6%
25%
33%
2014 = 10%
2014 = 12% 2014 = 0.6% 2014 = 18%2014 = 5%
19
15
4
9
4
18
6
Summary of Brand Health and Campaign Performance:
General Public
Brand Awareness and Comprehension(Q4, Q5, Q14 and Q15)
Obtained Land or
Property Info
Top 5 Brand Perceptions
Q17 (% agree)
Intentions to Interact with LandgateQ16 (when next in the property market, % likely)
Unprompted awareness
Prompted Awareness
Correct Comprehension
(unprompted)
Correct Comprehension
(prompted)
Base size 2015 (n=464), 2014 (n=408)
Net Campaign Awareness (prompted)
Awareness of Ad 3
15%
7%
Awareness of Ad 1
Awareness of Ad 2
7%
11%
11
39
45
83
Obtained FREE info
Obtained FREE info from
Landgate
PAID for info
PAID for info from Landgate
Obtained ANY info
Obtained ANY info from
Landgate
17%
4%
10%
4%
21%
6%
2014
Knowledgeable
Accessible
Practical
Trustworthy
Reliable
47
42
40
39
39
Visit Landgate’s website
Call Landgate
Email Landgate
Purchase products or info
from Landgate
Tell a friend or family
member about Landgate
44
34
31
25
23
43%
28%
27%
21%
20%
2014
41%
37%
36%
38%
36%
2014
5%
40%
38%
80%
2014
20
35
8
23
13
37
15
Summary of Brand Health and Campaign Performance:
Looking to Buy a Property in Next 12 Months
Obtained Land or
Property Info
Top 5 Brand Perceptions
Q17 (% agree)
Base size 2015 (n=64), 2014 (n=57)
Obtained FREE info
Obtained FREE info from
Landgate
PAID for info
PAID for info from Landgate
Obtained ANY info
Obtained ANY info from
Landgate
50%
16%
35%
15%
54%
24%
2014
Net Campaign Awareness (prompted)
Awareness of Ad 3
36%
22%
Awareness of Ad 1
Awareness of Ad 2
27%
30%
Top 5 Brand Perceptions
Q17 (% agree)
Practical
Knowledgeable
Sustainable
Accessible
Trustworthy
61
60
53
52
52
50%
45%
52%
47%
55%
2014
Brand Awareness and Comprehension(Q4, Q5, Q14 and Q15)
Unprompted awareness
Prompted Awareness
Correct Comprehension
(unprompted)
Correct Comprehension
(prompted)
12
45
50
90
7%
37%
30%
88%
2014
Intentions to Interact with LandgateQ16 (when next in the property market, % likely)
Visit Landgate’s website
Call Landgate
Email Landgate
Purchase products or info
from Landgate
Tell a friend or family
member about Landgate
57
44
41
42
39
61%
45%
45%
46%
49%
2014
21
31
3
22
3
36
8
Summary of Brand Health and Campaign Performance:
Potential Investors
Obtained Land or
Property Info
Base: Looking to buy an investment property in next 3 years 2015 (n=60), 2014 (n=61)
Obtained FREE info
Obtained FREE info from
Landgate
PAID for info
PAID for info from Landgate
Obtained ANY info
Obtained ANY info from
Landgate
24%
4%
16%
8%
32%
11%
2014
Net Campaign Awareness (prompted)
Awareness of Ad 3
25%
Awareness of Ad 1
Awareness of Ad 2
17%
15%
Top 5 Brand Perceptions
Q17 (% agree)
Top 5 Brand Perceptions
Q17 (% agree)
53
52
50
47
47
52%
51%
50%
45%
40%
2014
Intentions to Interact with LandgateQ16 (when next in the property market, % likely)
Visit Landgate’s website
Call Landgate
Email Landgate
Purchase products or info
from Landgate
Tell a friend or family
member about Landgate
57
40
43
35
43
56%
35%
31%
39%
36%
2014
Knowledgeable
Reliable
Practical
Accessible
Approachable
17%
Brand Awareness and Comprehension(Q4, Q5, Q14 and Q15)
Unprompted awareness
Prompted Awareness
Correct Comprehension
(unprompted)
Correct Comprehension
(prompted)
13
47
56
90
10%
47%
50%
87%
2014
22
Summary of Brand Health and Campaign Performance:
Recent Property Purchasers (within past 12 months)
Obtained Land or
Property Info
Base: Have purchased a property in the past 12 months 2015 (n=36), 2014 (n=44)
Obtained FREE info
Obtained FREE info from
Landgate
PAID for info
PAID for info from Landgate
Obtained ANY info
Obtained ANY info from
Landgate
44
17
39
17
48
25
43%
7%
26%
8%
49%
12%
Net Campaign Awareness (prompted)
Awareness of Ad 3
39%
15%
Awareness of Ad 1
Awareness of Ad 2
14%
32%
Top 5 Brand Perceptions
Q17 (% agree)
Top 5 Brand Perceptions
Q17 (% agree)
63
62
62
57
56
48%
40%
36%
43%
44%
2014
Practical
Knowledgeable
Accessible
Trustworthy
Approachable
Brand Awareness and Comprehension(Q4, Q5, Q14 and Q15)
Unprompted awareness
Prompted Awareness
Correct Comprehension
(unprompted)
Correct Comprehension
(prompted)
19
48
48
89
2%
35%
31%
87%
2014
Intentions to Interact with LandgateQ16 (when next in the property market, % likely)
Visit Landgate’s website
Call Landgate
Email Landgate
Purchase products or info
from Landgate
Tell a friend or family
member about Landgate
50
41
35
50
41
48%
32%
29%
34%
29%
20142014
23
Summary of Brand Health and Campaign Performance:
Potential First Home Buyers
Obtained Land or
Property Info
Base: Looking to buy their first property in the next 12 months 2015 (n=30), 2014 (n=29*) *Caution small sample size
Obtained FREE info
Obtained FREE info from
Landgate
PAID for info
PAID for info from Landgate
Obtained ANY info
Obtained ANY info from
Landgate
19
2
4
2
22
2
12%
-
4%
0%
24%
-
Net Campaign Awareness (prompted)
Awareness of Ad 3
17%
9%
Awareness of Ad 1
Awareness of Ad 2
9%
12%
Brand Awareness and Comprehension(Q4, Q5, Q14 and Q15)
Unprompted awareness
Prompted Awareness
Correct Comprehension
(unprompted)
Correct Comprehension
(prompted)
2
29
44
91
Intentions to Interact with LandgateQ16 (when next in the property market, % likely)
Visit Landgate’s website
Call Landgate
Email Landgate
Purchase products or info
from Landgate
Tell a friend or family
member about Landgate
51
35
35
31
31
51%
34%
39%
24%
34%
2014
Top 5 Brand Perceptions
Q17 (% agree)
Top 5 Brand Perceptions
Q17 (% agree)
40
40
38
38
36
46%
54%
41%
37%
46%
2014
Practical
Knowledgeable
Accessible
Approachable
Trustworthy
-
22%
33%
85%
2014
2014
111
Key Insights
112
Landgate’s Brand Health has seen improvements
this year, with unprompted awareness increasing
to 11%, boosted by high awareness of recent
property purchasers. Prompted awareness that
Landgate provides land and property information
remains stable at 39%. There is room to improve
awareness among 18-29 year olds, which represent
a high proportion of those in the market for property.
Unprompted brand comprehension has seen an
improvement up to 45%. When prompted, four in
five can identify at least one of Landgate’s
responsibility. However there remains confusion
around what Landgate does, with two in three
identifying at least one incorrect responsibility.
The top brand perceptions include knowledgeable,
accessible and practical, and there’s been an
increase in those who agree that Landgate is
accurate.
113
In terms of awareness, the campaign performed
stronger than the past three campaigns tested, with
15% of the general public aware. Awareness was
particularly strong amongst key target segments,
including recent purchasers, those looking to buy
and 18 – 29 year olds. The media strategy has been
effective in reaching a large audience quickly and at
a low cost.
Brand linkage continues to be an area for
improvement, but there has been a marginal
improvement from 2014 for the digital ads.
The digital ads were perceived quite positively, and
were particularly strong in being ‘informative’, ‘easy
to understand’, and ‘believable’.
114
There were no improvements seen in message
comprehension. In fact, the radio campaign saw a
decrease in comprehension in comparison to radio
ads run in 2009 and 2010. On the positive side, the
perceptions of the radio ad are performing well,
indicating the executions could be effective, given
further exposure and therefore improved brand
linkage and message comprehension.
There is also some evidence that the campaign has
made a positive impact on intentions to interact with
Landgate, and actual website visits.
115
The market for land and property information is
stable again this year, with one in five (18%)
obtaining information in the past 12 months and half
of these people having paid for it.
Landgate still dominates the market for those
purchasing information, with around half of those
purchasing information purchasing it with Landgate.
In terms of products, it’s land title and ownership
information that Landgate holds the greatest share
in.
The general public are obtaining more products for
free from Google, Realestate.com.au and Real
Estate Agents, and these three have the greatest
market share of the majority of other land and
property information products. Does Landgate wish
to position itself as the destination for all land and
property information? Is there an opportunity to offer
more free information that the market requires in an
attempt to reach more of the general public?
116
Contact with Landgate has remained steady, with
one in four having ever contacted Landgate one in
ten having contacted in the past 12 months.
Those who have contacted Landgate continue to
have more positive brand perceptions – a reflection
of the positive experience they have when they do
interact with Landgate.
The number who intend to purchase information
or other products from Landgate has increased
from two years ago - now one in four (25%)
indicate they are likely to do so when they are next in
the property market.
Hunt Smarter.
Landgate Customer Experience Monitor
Performance Scorecards
Oct-Dec 2015
Client Contacts
Lauren Knapp – Market Developer Digital and Demand Communications & Marketing
Prepared By
Kristy Willoughby (B.Bus. Mktg & Mgmt) – Account Director
Issa Karmout (B.E. MCom) – Account Executive
Justin Scerri (B.Com Hons.) – Principal
22
How are we tracking year to date?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Key Performance Indicators
• All KPIs dropped this quarter, a similar trend as this time last year. In particular, Net Promoter Score has dropped significantly.
73
7173
72
71 70
81
7974
70
77
69
72 71 7975
48
39
48
40 40
4951
45
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015 Apr-Jun 2015 Jul-Sept 2015 Oct-Dec 2015
Overall Satisfaction(8,9&10)
Customer Effort Score(8,9&10)
Net Promoter Score(NPS)
54 55
52 5155
5759
51
6265 64
61 6062
6465
51 52
56
5052 53
5555
70 71
78
65
71 6974
68
58 5861
65
63
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015 Apr-Jun 2015 Jul-Sept 2015 Oct-Dec 2015
Value For Money8,9&10
Suit Your Needs8,9&10
Feeling Important8,9&10
Market Leaders8,9&10
Navigation 8,9&10
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Performance Attributes
• The ‘Value for Money’ attribute has dropped significantly this quarter, whilst most other attributes remained stable.
55
How did we perform in
October – December 2015?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: All respondents, excluding DK
(0-6)
Detractors
(9-10)
Promoters
(7-8)
Passives
1827
11 15
20
18
24 18
6355
66 67
Total (n=455) AccountHolders(n=33)
BusinessNon-AccHolders(n=114)
Gen-Pub(n=308)
9 94
13
79 7685
75
Total Sample(n=473)
AccountHolders(n=34)
BusinessNon-AccHolders(n=116)
Gen-Pub(n=323)
13
18
8 13
7562
84 79
Count(n=471)
AccountHolders(n=34)
BusinessNon Account
Holders(n=116)
GeneralPublic
(n=321)
October – December 2015:
Key Performance Indicators
(5) (8-10)(6-7)(3-4)(0-2)
Overall Satisfaction
KPI
Customer Effort ScoreKPI
Net Promoter Score
KPI
MeanNPS
8.26 7.91 8.58 8.30 8.15 7.50 8.49 8.45 44.8 27.3 55.3 51.2
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information Base: All rating 0/10 *Small sample size
6 6 4 98 13
58
1216
118
22
25
1824
5141
6251
Total Sample(n=417)
AccountHolders(n=32)
BusinessNon-AccHolders(n=105)
Gen-Pub(n=280)
4 3 1 75 3 84
8 10 8 5
19 2313 20
65 6070 64
Total Sample(n=387)
AccountHolders(n=30)
BusinessNon-AccHolders(n=99)
Gen-Pub(n=258)
October – December 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Value For Money
Attribute
Suit Your NeedsAttribute
Mean
6 7 29
6 75
12 10 1610
21 1725 20
55 6052 54
Total Sample(n=388)
AccountHolders(n=30)
BusinessNon-AccHolders(n=95)
Gen-Pub(n=263)
2 1 56 10 44
9 109 7
15 1417 15
68 66 69 69
Total Sample(n=335)
AccountHolders(n=29)
BusinessNon-AccHolders(n=81)
Gen-Pub(n=225)
Feeling Important
Attribute
Market LeadersAttribute
7.06 6.59 7.61 6.98 7.71 7.67 7.86 7.59 7.34 7.47 7.37 7.16 7.96 7.90 8.10 7.89
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making it easy to find information on their website Base: All rating 0/10 *Small sample size
5 6 4 47
124 5
79
7 4
18
24
12 18
6348
72 69
Total Sample(n=459)
AccountHolders(n=33)
BusinessNon-AccHolders(n=116)
Gen-Pub(n=310)
October – December 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Navigation
Attribute
Mean
7.56 6.91 7.84 7.95
Hunt Smarter.
Landgate Customer Experience Monitor
Performance Scorecards
July – September 2015
Client Contacts
Lauren Knapp – Market Developer Digital and Demand Communications & Marketing
Prepared By
Kristy Willoughby (B.Bus. Mktg & Mgmt) – Account Director
Stephanie Grealish (B.Com. Mktg & Mgmt) – Account Executive
Justin Scerri (B.Com Hons.) – Principal
22
How are we tracking year to date?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Key Performance Indicators
• All KPIs have increased this quarter with Overall Satisfaction and Customer Effort Score improving significantly.
73
7173
72
71 70
81
74
70
77
69
72 71 79
48
39
48
40 40
4951
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015 Apr-Jun 2015 Jul-Sept 2015
Overall Satisfaction(8,9&10)
Customer Effort Score(8,9&10)
Net Promoter Score(NPS)
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Performance Attributes
54 55
52 5155
5759
6265 64
61 6062
64
51 52
56
5052 53
55
70 71
78
65
71 69 74
58 5861
65
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015 Apr-Jun 2015 Jul-Sept 2015
Value For Money8,9&10
Suit Your Needs8,9&10
Feeling Important8,9&10
Market Leaders8,9&10
Navigation 8,9&10
• All attributes have continued their upward trend from the start of 2015.
55
How did we perform in
July – September 2015?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: All respondents, excluding DK
(0-6)
Detractors
(9-10)
Promoters
(7-8)
Passives
13 17 11 13
2225
19 21
6558
70 66
Total (n=520) AccountHolders(n=59)
BusinessNon-AccHolders(n=113)
Gen-Pub(n=348)
10 11 11 8
81 82 80 81
Total Sample(n=544)
AccountHolders(n=62)
BusinessNon-AccHolders(n=117)
Gen-Pub(n=365)
14 18 15 9
79 76 78 83
Count(n=538)
AccountHolders(n=62)
BusinessNon Account
Holders(n=116)
GeneralPublic
(n=360)
July – September 2015:
Key Performance Indicators
(5) (8-10)(6-7)(3-4)(0-2)
Overall Satisfaction
KPI
Customer Effort ScoreKPI
Net Promoter Score
KPI
MeanNPS
8.48 8.39 8.53 8.51 8.45 8.27 8.50 8.56 51.2 40.7 59.3 53.5
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information Base: All rating 0/10 *Small sample size
5 2 7 86
75 7
87 7
11
21 23 2319
59 61 59 56
Total Sample(n=475)
AccountHolders(n=57)
BusinessNon-AccHolders(n=106)
Gen-Pub(n=312)
4 4 4 53 0 5 36
47 7
24 33 20 18
64 60 65 68
Total Sample(n=451)
AccountHolders(n=57)
BusinessNon-AccHolders(n=105)
Gen-Pub(n=289)
July – September 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Value For Money
Attribute
Suit Your NeedsAttribute
Mean
4 4 3 64 5 3
15 14 18 11
22 2029
19
55 5748
60
Total Sample(n=458)
AccountHolders(n=56)
BusinessNon-AccHolders(n=105)
Gen-Pub(n=297)
2 0 4 46
2
8 7
16
16
2012
7482
6474
Total Sample(n=348)
AccountHolders(n=50)
BusinessNon-AccHolders(n=84)
Gen-Pub(n=214)
Feeling Important
Attribute
Market LeadersAttribute
7.43 7.58 7.46 7.24 7.79 7.77 7.70 7.91 7.43 7.41 7.37 7.52 8.29 8.66 7.95 8.20
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making it easy to find information on their website Base: All rating 0/10 *Small sample size
5 7 4 44 3 5 44 3 5 5
2231
2213
6556
6475
Total Sample(n=530)
AccountHolders(n=61)
BusinessNon-AccHolders(n=116)
Gen-Pub(n=353)
July – September 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Navigation
Attribute
Mean
7.78 7.39 7.79 8.17
Hunt Smarter.
Landgate Customer Experience Monitor
Performance Scorecards
April – June 2015
Client Contacts
Lauren Knapp – Market Developer Digital and Demand Communications & Marketing
Prepared By
Kristy Willoughby (B.Bus. Mktg & Mgmt) – Account Director
Stephanie Grealish (B.Com. Mktg & Mgmt) – Account Executive
Justin Scerri (B.Com Hons.) – Principal
22
How are we tracking year to date?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Key Performance Indicators
• Net Promoter Score has slightly increased this quarter while other KPIs hold steady.
73
7173
72
71 70
74
70
77
69
72 71
48
39
48
40 40
49
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014(n=757)
May-Jul 2014(n=730)
Aug-Oct 2014(n=310)
Nov-Dec 2014(n=209)
Jan-Mar 2015(n=636)
Apr-Jun 2015(n=436)
Overall Satisfaction(8,9&10)
Customer Effort Score(8,9&10)
Net Promoter Score(NPS)
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Performance Attributes
54 55
5251
5557
6265 64
61
6062
51 52
56
50 52 53
70 71
78
65
71 69
5858
61
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015 Apr-Jun 2015
Value For Money8,9&10
Suit Your Needs8,9&10
Feeling Important8,9&10
Market Leaders8,9&10
Navigation 8,9&10
• All attributes remain consistent to previous quarter.
55
How did we perform in
April – June 2015?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: All respondents, excluding DK
(0-6)
Detractors
(9-10)
Promoters
(7-8)
Passives
14 13 13 17
23 25 25 20
63 63 62 64
Total Sample(n=413)
AccountHolders(n=56)
BusinessNon-AccHolders(n=97)
Gen-Pub(n=260)
1623
1610
7061
75 73
Total Sample(n=436)
AccountHolders(n=61)
BusinessNon-AccHolders(n=100)
Gen-Pub(n=275)
20 3017 12
7164
75 75
Total Sample(n=432)
AccountHolders(n=61)
BusinessNon Account
Holders(n=99)
GeneralPublic
(n=272)
April – June 2015:
Key Performance Indicators
(5) (8-10)(6-7)(3-4)(0-2)
Overall Satisfaction
KPI
Customer Effort ScoreKPI
Net Promoter Score
KPI
MeanNPS
7.97 7.74 8.16 8.00 8.08 7.83 8.24 8.17 48.7 50.0 48.5 47.7
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information Base: All rating 0/10 *Small sample size
6 7 3 96 3 9
710 12 10 9
21 2418 19
57 53 60 57
Total Sample(n=396)
AccountHolders(n=58)
BusinessNon-AccHolders(n=92)
Gen-Pub(n=246)
5 4 4 64 2 4 58 9 7 7
21 2916
19
62 5669 62
Total Sample(n=380)
AccountHolders(n=55)
BusinessNon-AccHolders(n=89)
Gen-Pub(n=236)
April – June 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Value For Money
Attribute
Suit Your NeedsAttribute
Mean
10 11 9 95 5 4
10 117
13
2225
25 16
53 4755 56
Total Sample(n=382)
AccountHolders(n=55)
BusinessNon-AccHolders(n=89)
Gen-Pub(n=238)
5 4 4 65 2 5 9
1716
1818
69 75 69 64
Total Sample(n=304)
AccountHolders(n=51)
BusinessNon-AccHolders(n=74)
Gen-Pub(n=179)
Feeling Important
Attribute
Market LeadersAttribute
7.29 7.19 7.50 7.17 7.63 7.45 7.84 7.58 7.03 6.75 7.11 7.23 7.90 8.02 7.99 7.70
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making it easy to find information on their website Base: All rating 0/10 *Small sample size
3 2 2 47 7 8 68 8 5 10
2131
1418
6152
7062
Total Sample(n=425)
AccountHolders(n=61)
BusinessNon-AccHolders(n=97)
Gen-Pub(n=267)
April – June 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Navigation
Attribute
Mean
7.68 7.41 7.92 7.70
Hunt Smarter.
Landgate Customer Experience Monitor
Performance Scorecards
January – March 2015
Client Contacts
Gemma Bidstrup – Digital Marketing Manager
Prepared By
Kristy Willoughby (B.Bus. Mktg & Mgmt) – Senior Account Manager
Justin Scerri (B.Com Hons.) – Principal
22
How are we tracking year to date?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Key Performance Indicators
• All KPIs continue to remain steady this quarter.
73
7173
72
71
74
70
77
69
72
48
39
48
40 40
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015
Overall Satisfaction(8,9&10)
Customer Effect Score(8,9&10)
Net Promoter Score(NPS)
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information
Base: Variable (All rating 8/10 for each attribute)
Tracking:
Performance Attributes
54 55
5251
55
6265 64
61
60
51 52
56
50 52
70 71
78
65
71
5858
0
10
20
30
40
50
60
70
80
90
100
Feb-Apr 2014 May-Jul 2014 Aug-Oct 2014 Nov-Dec 2014 Jan-Mar 2015
Value For Money8,9&10
Suit Your Needs8,9&10
Feeling Important8,9&10
Market Leaders8,9&10
Navigation 8,9&10
• Performance Attributes remain steady. Market Leader looks to have recovered slightly from the drop last quarter.
55
How did we perform in
January – March 2015?
Q10. Overall, how satisfied or dissatisfied have you been with Landgate in the past 3-4 months?
Q36. How easy or hard is it to do business with Landgate?
Q11. How likely would you be to recommend Landgate to a colleague, friend or family member?
Base: All respondents, excluding DK
(0-6)
Detractors
(9-10)
Promoters
(7-8)
Passives
1811
22 21
2423
25 22
5866
53 56
Total Sample(n=609)
AccountHolders(n=185)
BusinessNon-AccHolders(n=106)
Gen-Pub(n=318)
1414
1513
71 7770 67
Total Sample(n=636)
AccountHolders(n=195)
BusinessNon-AccHolders(n=109)
Gen-Pub(n=332)
15 1414 17
72 75 71 69
Total Sample(n=631)
AccountHolders(n=194)
BusinessNon Account
Holders(n=107)
GeneralPublic
(n=330)
January - March 2015:
Key Performance Indicators
(5) (8-10)(6-7)(3-4)(0-2)
Overall Satisfaction
KPI
Customer Effort ScoreKPI
Net Promoter Score
KPI
MeanNPS
8.08 8.02 8.01 7.78 8.09 8.29 8.05 7.93 40.1 56.5 31.1 34.5
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Offering products and services that represent value for money
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Tailoring products and services to your needs
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making you feel like an important customer
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Leading the market in land and property information Base: All rating 0/10 *Small sample size
6 3 6 96 7 6 6
10 910 11
24 26 2123
54 55 56 52
Total Sample(n=1814) (A)
AccountHolders
(n=295) (B)
BusinessNon-AccHolders
(n=415) (C)
Gen-Pub(n=1104) (D)
5 3 4 74 4 5 48 8 9 8
2119
23 20
62 6660 61
Total Sample(n=1718) (A)
AccountHolders
(n=291) (B)
BusinessNon-AccHolders
(n=382) (C)
Gen-Pub(n=1045) (D)
January - March 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Value For Money
Attribute
Suit Your NeedsAttribute
Mean
8 10 105
45
1415
15 13
2019
2319
52 5646 52
Total Sample(n=1733)
AccountHolders(n=294)
BusinessNon-AccHolders(n=362)
Gen-Pub(n=1077)
67
67 7
1716
17 18
71 7669 66
Total Sample(n=1440)
AccountHolders(n=283)
BusinessNon-AccHolders(n=304)
Gen-Pub(n=853)
Feeling Important
Attribute
Market LeadersAttribute
7.28 7.45 7.37 6.99 7.50 7.73 7.36 7.38 7.02 7.32 6.86 6.86 8.00 8.26 8.06 7.59
Q40. Taking everything into account, how would you rate Landgate’s overall performance on…Making it easy to find information on their website Base: All rating 0/10 *Small sample size
6 5 6 87 7 8 75 6 4 5
24 24 26 21
58 58 57 59
Total Sample(n=627)
AccountHolders(n=192)
BusinessNon-AccHolders(n=106)
Gen-Pub(n=329)
January - March 2015:
Performance Attributes
(5) (8-10)(6-7)(3-4)(0-2)
Navigation
Attribute
Mean
7.28 7.45 7.37 6.99
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