Brand evaluation of SWITCH Qualitative and quantitative market research. Roland Eugster

Transcription

1 Brand evaluation of SWITCH Qualitative and quantitative market research Roland Eugster Dublin, 27. February 2009

2 Objectives To be informed To recognise strengths and weaknesses To know where action is required! Only the customers determine whether a company is performing well or not SWITCH 2

3 Qualitative components of a brand "Regular tracking "Benchmarking 2009 SWITCH 3

4 Brand evaluation of SWITCH Qualitative part Roland Eugster Zurich, 27. February 2009

5 Description of SWITCH Competent Open for novelty Dynamic, fast There for us! Helpful Flexible On the ball Wasteful Friendly Poorly informed Transparent Not v. flexible Reliable Elusive Positive Neutral Negative Academic Orange and blue Agreeable Accessible 2009 SWITCH 5

6 Image comparison with cars Associated car brands Universities Hybrid between a Ferrari and a tractor Mercedes VW bus Audi Honda Smart BMW VW bus Volvo Renault Espace Audi Porsche Customers Principal characteristics: reliable, flexible, fast, good quality and only rare breakdowns! Universities tend to compare SWITCH with a luxury car,! Customers tend to compare SWITCH with a practical middle-class car SWITCH 6

7 Image profile first impressions All the important areas are covered. SWITCH has more or less got it right! Yes, those are precisely the dimensions that make SWITCH stand out! Yes, SWITCH has to serve very different customers, whose priorities are highly divergent! SWITCH ought to inquire about its image for three separate sub-areas: domain registration, networks and end-user services SWITCH 7

8 Definitive image profile Expression Very Some -what +/- Some -what Very Expression Has a personal approach Has an anonymous approach Acts pro-actively Acts re-actively Makes a sympathetic impression on me Makes an unsympathetic impression on me Is innovative Is conservative Is university oriented Is business oriented Has no profit motivation Has a commercial motivation Is quality conscious Is price conscious Makes a competent impression on me Makes an incompetent impression on me Is reliable in my perception Is unreliable in my perception Offers long-lived, stable services Offers fast-changing, trendy services Has the attitude of a partner Has the attitude of a supplier 2009 SWITCH 8

9 Brand evaluation of SWITCH Qualitative part Roland Eugster Zurich, 27. February 2009

10 New Statistics Age Rating of one s own personal internet know-how (1086) 1% 1% 28% 10% 6% 17% 29% 38% 37% 33%! years -28 years years years 50+ years! 3.63 Very good (5) Good (4) Moderate (3) Little (2) Very little (1) Do not know, cannot tell 2009 SWITCH 10

11 Spontaneous awareness of ISPs Q01: "When you think of internet service providers (ISPs) i.e. companies providing internet services, such as web hosting and web presences which company springs spontaneously to mind first?" Bluewin Swisscom Green.ch Hostpoint Cablecom Hoststar Webland Infomaniak Genotec Sunrise VTX Datacomm Dynamic-net KreativMedia Metanet SolNet SWITCH Other named (in addition) Do not know No data / reply refused SWITCH is not perceived of as an ISP! These are the responses from individuals who rate their own internet know-how as "good" or "very good". Base: 1086 Interviews 2009 SWITCH 11

12 Spontaneous awareness of SWITCH Q02: "And if you think of companies providing services connected with all aspects of internet domains, such as the registration of domain names, internet addresses, URLs, domain-name searches, and so on, which company comes spontaneously to mind first?" Q03: "What other companies do you know that provide services in connection with internet domains?" SWITCH Bluewin Green.ch Swisscom Hostpoint Sunrise United-Domains Nic Network Solutions Webland Genotec Google Cablecom Infomaniak Internic SWITCH is clearly perceived of as the company for "domains"! SWITCH is named significantly more frequently by respondents from German-speaking Switzerland (75% vs. 55%). The better the respondent s "internet know-how", the more likely they are to know SWITCH (from 47% up to a maximum of 80%). Respondents who pay their annual bill by credit card tend to know SWITCH better than those who made a transfer after receiving an invoice. Base: 1086 respondents Top of mind Others named Aggregate 2009 SWITCH 12

13 Customer relationship / awareness Q05: "The list contains some names of companies that have something to do with the internet. Please indicate for each company, if you are currently a customer of it, if you were a customer of it, if you only know it by name or if you have never heard of it." SWTICH Bluewin / Swisscom Hotmail / MSN / Microsoft Sunrise GMX Hostpoint green.ch / TIC Genotec VTX Services SA Webland AG Hoststar Infomaniak Network SA Worldsoft AG Base: 1086 respondents Current customer Earlier customer At least know name Name unknown Do not know / no reply 2009 SWITCH 13

14 Readiness to continue working with company in future Q07.01: "Please indicate how ready you are to continue working with the named company in future." Filter: Current customer with Mean SWITCH (981) Infomaniak Network SA (32) Worldsoft AG (8*) Webland AG (61) Genotec (76) Hoststar (68) Bluewin / Swisscom (620) green.ch / TIC (98) Hostpoint (115) VTX Services SA (65) GMX (255) Sunrise (258) Hotmail / MSN / Microsoft (337) * Indicative values Base: figures in brackets Would work with them again without hesitation (2) Would work with them again (1) +/- (0) Would prefer to avoid working with them again (-1) Would definitely not work with them again (-2) Do not know / no reply 2009 SWITCH 14

15 Overall liking of companies Q06: "Here you see the name of companies that you know, that you currently are a customer of or that you were a customer of in the past. Please tell us to what extent you like the company as a whole." Mean Filter: At least know the company s name SWITCH (1054) 1.03 Bluewin / Swisscom (1068) 0.46 Infomaniak Network SA (171) 0.39 Hoststar (243) 0.41 Webland AG (288) 0.28 Genotec (272) 0.32 Hostpoint (407) 0.22 GMX (933) 0.21 Sunrise (1 053) green.ch / TIC (773) 0.09 Hotmail / MSN / Microsoft (1 020) VTX Services SA (428) Worldsoft AG (127) I like it a lot (2) I like it (1) +/- (0) I do not really like it (-1) I do not like it at all (-2) Do not know / no reply 2009 SWITCH 15

16 How much trust do people have in the company? Q08: "Taking the same companies as for the preceding question, please tell us how much trust you have in each of them." SWITCH (1054) Bluewin / Swisscom (1068) Infomaniak Network SA (171) Hoststar (243) Genotec (272) Webland AG (288) Hostpoint (407) Sunrise (1 053) VTX Services SA (428) GMX (933) green.ch / TIC (773) Worldsoft AG (127) Hotmail / MSN / Microsoft (1 020) Filter: At least know the company s name Mean Base: figures in brackets I have complete trust in it (2) I trust it (1) +/- (0) I tend to distrust it (-1) I have no trust in it (-2) Do not know / no reply 2009 SWITCH 16

17 Benchmark Liking and Trust Overall, SWITCH enjoys both the highest trust and liking among all providers! The younger the respondents are or the higher they rate their personal internet know-how, the bigger their share I like SWITCH a lot. The duration of a relationship to a company does not seem to have an impact on the extent that people like it. SWITCH Overall average 0.19 GMX Bluewin/Swisscom Hoststar Webland Infomaniak Network SA Genotec Hostpoint Green.ch/TIC VTX Services Sunrise Hotmail/MSN/Microsoft Worldsoft Overall average SWITCH 17

18 Benchmark Satisfaction and Quality Bluewin/Swisscom SWITCH Hoststar Infomaniak Network SA Webland Overall average 0.79 Worldsoft Hotmail/MSN/Microsoft Sunrise VTX Services Genotec GMX Hostpoint Green.ch/TIC Overall average 0.42 Hihest quality of SWITCH is being rewarded with highest satisfaction! Accordingly, customer loyalty to SWITCH is the highest as well SWITCH 18

19 Image profile shown as a "benchmark" Hotmail / MSN / Microsoft Sunrise Worldsoft AG SWITCH Bluewin / Swisscom Hoststar Infomaniak Network SA The "aggregated values" for SWITCH are at the highesr level. That is not the case for other large undertakings, such as Bluewin/Swisscom or Sunrise. In the majority of cases, it is the "personal internet knowhow level" that correlates most with how the respondent "rates" SWITCH. VTX Services S.A. Genotec green.ch / TIC GMX Hostpoint Webland AG Liking Readiness to continue to work together in future Trust Quality Satisfaction 2009 SWITCH 19

20 Spontaneous associations with SWITCH as a business Q11: "Which THREE terms (which may include adjectives) occur to you spontaneously when you consider SWITCH as a business i.e. the registry for domain names with the.ch and.li endings?" Filter: At least heard of SWITCH Simple, uncomplicated Fast, expeditious, quick, prompt Reliable, trustworthy Domain / domain administration/registration Attractively priced, cheap Competent Registry / central registration Monopoly Swiss, Switzerland, national Website, homepage, internet Customer-friendly Expensive Professional Efficient Good reputation Service-related "adjectives" are often associated with "technical" terms. The spontaneous perception is positively "charged", and few "negative" terms are mentioned (at least not to begin with). Base: 1054 interviews 2009 SWITCH 20

21 Respondents' own rating of their knowledge of SWITCH as a company Q12: "Take a look at the statement below. Then, please, on a scale of 1 to 10, indicate to what extent it applies to you. You can use the intermediate values to shade your answer with greater precision." SWITCH is a company that you know well! Total (1054) Private individual(548) Business (503) Little or very little internet know-how (74) Moderate internet know-how (399) Good internet know-how (397) Very good internet know-how (179) Filter: At least heard of SWITCH Mean Base: figures in brackets Statement applies entirely (10) (9) (8) (7) (6) (5) (4) (3) (2) Statement does not apply at all (1) Do not know, cannot tell 2009 SWITCH 21

22 SWITCH s characteristics semantic differential Q15: "In the list below, you see "pairs of characteristics" in the left and right-hand columns. Using the scale shown, please indicate which of the expressions applies more to SWITCH or applies entirely to SWITCH as you perceive or know it as a business, no matter whether it is through using SWITCH's services and/or through your contacts with SWITCH employees." Filter: At least heard of SWITCH 8%+20%: Makes an aloof impression on me 3%+12%: Acts re-actively 1%+4%: Makes an unlikable imp. on me 4%+13%: Is conservative 3%+15%: Has a business focus 9%+16%: Has a commercial motivation 2%+5%: Has a price awareness 1%+1%: Makes an incompetent imp. on me 1%+1%: Is unreliable in my perception *%+2%: Fast-changing, trendy services 9%+20%: Has the attitude of a supplier Applies entirely + Tends to apply Makes an interested imp: 16%+4% Acts pro-actively: 22%+7% Makes a likable imp. on me: 39%+15% Is innovative: 23%+7% Has a university focus: 15%+10% Has no profit motivation: 20%+8% Has a quality awareness: 37%+22% Makes a competent imp. : 43%+37% Is reliable in my perception: 40%+45% Long-lived, stable services: 39%+31% Has the attitude of a partner: 27%+12% Applies entirely + Tends to apply Base: 1054 interviews SWITCH is reliable, competent and quality-conscious and it provides stable services. SWITCH is a likable business SWITCH 22

23 SWITCH s characteristics semantic differential Q15: "In the list below, you see "pairs of characteristics" in the left and right-hand columns. Using the scale shown, please indicate which of the expressions applies more to SWITCH or applies entirely to SWITCH as you perceive or know it as a business, no matter whether it is through using SWITCH s services and/or through your contacts with SWITCH employees." Filter: At least heard of SWITCH 8%+20%: Makes an aloof imp. on me 3%+12%: Acts re-actively 1%+4%: Makes an unlikable imp. on me 4%+13%: Is conservative 3%+15%: Has a business focus 9%+16%: Has a commercial motivation 2%+5%: Is price-conscious 1%+1%: Makes an incompetent imp. on me 1%+1%: Makes an unreliable imp. on me *%+2%: Trendy services 9%+20%: Has the attitude of a supplier Makes an interested imp.: 16%+4% Acts pro-actively: 22%+7% Makes an likable imp. on me: 39%+15% Is innovative: 23%+7% Has a university focus: 15%+10% Has no profit motivation: 20%+8% Is quality-conscious: 37%+22% Makes a competent imp.: 43%+37% Makes a reliable imp. on me: 40%+45% Stable services: 39%+31% Has the attitude of a partner: 27%+12% Total (1054) Little/very little int. know-how (74) Moderate int. know-how (399) Good internet know-how (397) V. good internet know-how (179) 2009 SWITCH 23

24 SWITCH's characteristics - semantic differential Q15: "In the list below, you see "pairs of characteristics" in the left and right-hand columns. Using the scale shown, please indicate which of the expressions applies more to SWITCH or applies entirely to SWITCH as you perceive or know it as a business, no matter whether it is through using SWITCH's services and/or through your contacts with SWITCH employees." Filter: At least heard of SWITCH 8%+20%: Makes an aloof imp. on me 3%+12%: Acts re-actively 1%+4%: Makes an unlikable imp. on me 4%+13%: Is conservative 3%+15%: Has a business focus 9%+16%: Has a commercial motivation 2%+5%: Is price-conscious 1%+1%: Makes an incompetent imp. on me 1%+1%: Makes an unreliable imp. on me *%+2%: Trendy services 9%+20%: Has the attitude of a supplier Total (1054) Businesses (503) Private individuals (548) Makes an interested imp.: 16%+4% Acts pro-actively: 22%+7% Makes an likable imp. on me: 39%+15% Is innovative: 23%+7% Has a university focus: 15%+10% Has no profit motivation: 20%+8% Is quality-conscious: 37%+22% Makes a competent imp. : 43%+37% Makes a reliable imp. on me: 40%+45% Stable services: 39%+31% Has the attitude of a partner: 27%+12% 2009 SWITCH 24

25 Satisfaction with SWITCH's performance Q17: "Please indicate how satisfied you are with SWITCH s performance on the following points." Filter: At least heard of SWITCH Price/performance ratio General user-friendliness of the website Handling of payments Accessibility of customer service Fair allocation of domain names Development of novelties Nature of customer communication Full consideration of customer wishes Competent customer service Total (1054) Little / very little internet know-how (74) Moderate internet know-how (399) Good internet know-how (397) Very good internet know-how (179) 2009 SWITCH 25

26 Annual costs for domain names at SWITCH Q18: "How much do you think a domain name costs per year at SWITCH?" Filter: At least heard of SWITCH Total (1054) Little or very little internet know-how (74) Moderate internet know-how (399) Good internet know-how (397) Very good internet know-how (179) Base: figures in brackets 0 CHF 1-10 CHF CHF 17 CHF CHF CHF CHF 35 CHF CHF 2009 SWITCH 26

27 Overall impression of SWITCH as a business Q19: "If you consider everything that you know about SWITCH as a business, what is your overall impression of it, rated on a scale from 1 to 10?" My overall impression of SWITCH as a business Total (1054) Private individuals (548) Businesses (503) Little or very little internet know-how (74) Moderate internet know-how (399) Good internet know-how (397) Very good internet know-how (179) Filter: At least heard of SWITCH Mean Absolutely positive (10) (9) (8) (7) (6) (5) (4) (3) (2) Absolutely negative (1) Do not know, cannot tell 2009 SWITCH 27

28 Quality portfolio for performance characteristics (textbook example) Relevance of the characteristic (measured in correlation with the overall impression) To be improved as a top priority To be improved as a low priority Standard to be maintained and bettered Standard to be maintained as a low priority Degree of fulfilment of the characteristic (Mean value of the appraisal) 2009 SWITCH 28

29 The "satisfaction" portfolio 0.7 Computed relevance (Base: correlation with the overall impression) 0.0 Nature of customer communication Competent customer service Detailed consideration of customer wishes Development of novelties Accessibility of customer service Price/performance ratio Aggregate mean value Handling payments Aggregate mean for satisfaction 7.25 General user-friendliness of the website Fair allocation of domain names 0.49 Degree of fulfilment of the "satisfaction" characteristic 2009 SWITCH 29