Annual Customer Satisfaction Survey 2012 Detailed results. F i n a l r e p o r t p r e p a r e d f o r I n v e s t N o r t h e r n I r e l a n d

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1 Annual Customer Satisfaction Survey 2012 Detailed results F i n a l r e p o r t p r e p a r e d f o r I n v e s t N o r t h e r n I r e l a n d

2 Summary & Conclusions Key messages and recommendations At 79%, overall satisfaction was at its highest level, continuing in the positive trend that had emerged in the last number of years (68% in 2011; 64% in 2010; 62% in 2009; 6 in 2008; 59% in 2007). Meanwhile, the proportion of customers who were dissatisfied had gradually declined in recent years (6% in 2012; 9% in 2011; 12% in 2010; 15% in 2009; 2 in 2008). There were 3 factors significantly impacting on overall satisfaction with Invest NI. These were satisfaction with team, responsiveness to business needs and the application process. The factors having an impact in 2011 which no longer feature as significant drivers included helping develop your business, helping business develop in export markets and helping business define and develop strategy. In addition, at 70% customer advocacy had also increased in 2012, rising from 6 in 2011 and 55% in 2009 and Furthermore, more customers would speak highly of Invest NI without being asked this year - 29% an increase from 26% in

3 Summary & Conclusions Image and associations Many areas associated with Invest NI s image had improved in Invest NI remained strongly associated with professionalism and integrity (86% agreed) and it had became more associated with being customer focused (67% in 2012; 6 in 2011; 52% in 2010), offering a good range of programmes and support (69% in 2012; 67% in 2011; 6 in 2010) and having knowledgeable staff (66% in 2012; 62% in 2011; 55% in 2010). In terms of Invest NI s remit, the vast majority of customers were aware that it helps businesses to develop in export markets (82% in 2012; 93% in 2011) and encourages innovation and investment in research and development (82% in 2012; 9 in 2011), although awareness of these had decreased since However, a considerably smaller proportion of customers were aware that Invest NI could assist businesses in reducing costs and improving efficiencies (65% in 2012; 68% in 2011). The decreases in awareness across all areas of Invest NI s remit suggests customers need a reminder of the extensive nature of what Invest NI has to offer them. 3

4 Summary & Conclusions 4 Communication and Marketing materials Satisfaction with communication between Invest NI and its customers had increased further in 2012 (72% compared to 70% in 2011 and 66% in 2010). Of the 8% dissatisfied with communication, the main criticism was lack of regular contact and proactivity. Customers remained satisfied with key aspects of communication such as speaking to the most appropriate staff member and the ease with which they can find the correct contact for their query. However, levels of satisfaction with quality (62% in 2012; 6 in 2011) and relevance (46% in 2012; 48% in 2011) of marketing materials are lower. There was an increase in those agreeing the volume and frequency of materials was about right (7 in 2012; 67% in 2011). In relation to the key drivers of satisfaction with communication these were similar to 2011, however relevance of communications is no longer a key driver and has been replaced by ease of finding correct contact. The other drivers from 2011 still stand, queries are dealt with by the most appropriate person, the relevance of the marketing communications, the speed enquiries were dealt with and the ease with which customers obtained information they required. It is important that Invest NI continues to focus on the key drivers of satisfaction, particularly the ease at which customers can find the correct contact as this has emerged as a key driver. Even though the relevance of marketing material is no longer a key driver of satisfaction there is clearly an issue surrounding this which needs to be addressed.

5 Summary & Conclusions Websites Similar to 2011, two thirds of Invest NI customers had accessed investni.com during 2012 (65% in 2011; 62% in 2010; 69% in 2009), while the proportion of customers visiting nibusinessinfo.co.uk had decreased significantly over the last year (40% in 2012; 53% in 2011; 46% in 2010). Almost a quarter (24%) of customers had visited Invest NI s website boostingbusiness.com. Despite, fewer customers having visited both nibusinessinfo.co.uk and boostingbusiness.com, both were considered more useful than investni.com (62%, 55% and 52% respectively). Similar to 2011, reported of usage of nibusinessinfo.co.uk and boostingbusiness.com continued to be lower than that of invest.com, despite both being considered more useful. With this in mind, promotion of these websites as sources of business information, may be beneficial, in order to increase level of traffic to sites. 5

6 Summary & Conclusions Team and main contact Satisfaction with the Invest NI team and customers main contacts continued to rise. 4 in 5 were satisfied with the team (80% in 2012; 73% in 2011; 70% in 2010), while 85% were satisfied with their main contact (8 in 2011; 82% in 2010). 4 in 5 (82%) had communicated with their main contact at least once every 3 month over the last year, with 39% communicating on a monthly basis. The more frequent the contact the more likely the customer was to be satisfied. Some 86% agreed communication at least once every 3 month was ideal frequency with or face to face cited as the preferred method of contact by most (67%). How responsive the main contact is was still the primary driver of satisfaction in 2012, but other drivers had changed since Contact discussing and agreeing realistic timeframes, being trustworthy and making proactive suggestions are now key drivers of satisfaction. Suggestions to improve communication with the main contact need to focus on increasing contact further as this is going to drive satisfaction levels upward. Invest NI should aim to contact all customers a minimum of once every 3 months and utilise or face to face meetings as the medium. This will vary depending on customer preference. More regular contact could help build trust which is now a key driver of satisfaction. 6

7 Summary & Conclusions Invest NI programmes and advisory services Almost two thirds (63%) were satisfied with the quality of programmes and advisory services offered by Invest NI; a decline since 2011 and 2010 (82%). Similar to previous years, satisfaction with programmes and advisory services increases with the number of services and programmes utilised. The factors influencing satisfaction with programmes and advisory services offered in 2011 were ability to make proactive suggestions, responsiveness of the Invest NI advisor, knowledge about their business specialism, and interest in and knowledge of the customer s business. In 2012 no factors emerged as having a significant impact on satisfaction however all were working together to drive satisfaction. There had been a decline in participation levels of programmes and advisory services in In terms of individual programmes, Grants for R&D and Support for Market Visits remained the best known and most commonly used. Satisfaction with Invest NI s programmes remained very high in Invest NI needs to continue the effort to increase awareness of some of the lesser known programmes, encourage participation in these, while trying to sustain the levels of satisfaction reached. This is very important because the more the programmes are utilised the higher the levels of satisfaction with the Invest NI as a whole. Some 86% of customers were satisfied with the advice they received from Invest NI (82% in 2011 & 2010). Focusing on specific advisory services, Trade and Marketing Advisors (8) was best known, similar to Other services that were well known included ICT advice (7), the Business Information Service (66%), innovative advisors (68%) and the Business Health Check (65%). The Property Search and Advice service continued to the least well known (30 in 2012; 29% in 2011; 30 in 2010). 7

8 Summary & Conclusions Financial assistance and claims process The process of seeking and claiming financial assistance from Invest NI had improved in Some 7 in 10 (70%) sought funding in 2012, an increase of 15 percentage points from Of these 68% were satisfied with the application process and 59% were content with the time taken to approve their application, both remaining fairly consistent with The preliminary advice visit continued to be rated the strongest performing area of the financial assistance process, although there were declines in satisfaction across all aspects since Given the significant increase in the number of customers seeking financial assistance it is important to focus on driving up the related satisfaction measures to the 2011 level and beyond. 8

9 Summary & Conclusions Improvements customers want to see While 2 in 5 customers were unable to provide an action they would like to see Invest NI take, over 1 in 10 (13%) cited more interaction and contact as something they would like to see happen. The same proportion called for more support and flexibility. Almost a fifth (15%) felt their was too much red tape and paperwork associated with Invest NI. The 3 priorities Invest NI should focus on this year in meeting the needs of their customers and increasing levels of satisfaction, include focusing on more regular contact with customers, simplifying processes (less red tape) and offering more support and grants where possible. When the latter is not possible it is important customers understand the reasons to avoid negative feelings towards the organisation. 9

10 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 10

11 Study Set-Up 500 telephone interviews were conducted between 12 th February to 1 st March Quotas were placed on customer type and division. The table below shows the breakdown of the sample achieved. Comparisons with last year s divisional scores were not possible as divisions had changed following the organisational design. 11 Division % in universe % of sample Achieved sample Food & Tourism 32% 33% 166 Advanced Engineering & Construction 27% 27% 134 Growth & Scaling 16% 18% 90 Technology & Services 16% 14% 68 Life Sciences, Electronics & Consumer Product 9% 8% 42 Segment Achieved sample Strategic and Impact 16% 9% 45 Development 54% 59% 297 Entry 30% 32% 158 Ownership Achieved sample External 17% 13% 63 Local 83% 87% 437 Total 500

12 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 12

13 Overall satisfaction with Invest NI continued in an upward trend in =very dissatisfied 5=very satisfied Very Satisfied 37% 79% 1 Very Dissatisfied 2 2% 4% 4 42% 3 14% 64% 1 Very Dissatisfied 2 5% 7% 5 Very Satisfied 28% 3 22% 2010 Mean Score: Very Satisfied 33% 1 Very Dissatisfied 3% 2 6% 3 19% % 68% 4 35% 13 Mean Score: 3.78 Mean Score: 3.91 Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All Invest NI customers n=500 ]

14 Life Sciences, Electronics and Consumer Products were most satisfied, while Strategic and Impact customers were least satisfied Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Satisfied Dissatisfied Division Growth and scaling (90) % 4% Life sciences, electronics and consumer products (42) % 2% Technology and services (68) % 3% Advanced engineering and construction (134) % 10% Food and tourism (166) % 4% Customer Type Strategic and impact (45) % 2% Development (297) % Entry (158) % 6% 14 Base size in brackets Overall average: 4.11 Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All Invest NI customers n=500 ] 79% 6%

15 The top 3 reasons cited for being dissatisfied were lack of helpfulness, proactivity and poor response times Was not helpful \ Not enough help Lack of contact \ Not very proactive Poor response times 15% 24% Very difficult process Not enough information given Lack of support \too focussed on foreign businesses, not local ones Too much paperwork Hard to get money up front \ difficult to get grants It is ok General opinion Had no need for services What they offered did not suit my needs Very helpful Unrealistic expections Very poor service 6% 5% 4% 4% 4% 4% 3% 2% No reason 12% Is there a specific reason for saying that? [ Base: Dissatisfied with the service you have received from Invest NI in the past 12 months n=97 ]

16 Those with more frequent contact, have participated in a programme or used an advisory service were much more likely to be satisfied at an overall level Overview: Impact of frequent contact, participation in programmes and advisory services on overall satisfaction % satisfied with Invest NI overall Contact with main contact at least once every three months Participated in at least one programme in last 12 months Used at least one advisory service in last 12 months % 77% 85% 68% 79% 89% 86% 68% 73% 76% 83% 73% 4 53% 52% 48% 50% 9% Yes No Yes No Yes No 16 Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All Invest NI customers n=500 ]

17 Overall satisfaction The team of people was, the main driver of overall satisfaction in 2011 Key drivers of overall satisfaction 1 Satisfaction with team of people Responsiveness of your business needs The application process

18 Levels of familiarity with Invest NI had remained fairly consistent since 2011 Familiarity 2012 Know a little 10% Heard of it Know a fair amount about it 43% 90% Know it very well 47% 2010 Know a little 13% Mean Score: Know a little 9% Heard of it Know a fair amount 48% Know it very well 38% 87% Know a fair amount 46% Know it very well 44% 90% 18 Mean Score: 3.25 How well do you know Invest NI? [ Base: All Invest NI customers n=500 ] Mean Score: 3.33

19 Advocacy had continued to increase year on year reaching 70% who would speak highly of the organisation Advocacy 2012 Be neutral about it 22% Be critical about it if asked 5% Don't know Be critical about it without being asked 2% Speak highly of it but only if you are asked 4 Speak highly of it without being asked your opinion 29% 70% 2010 Speak highly Be critical Be critical Be critical Speak highly Be critical of it without 2011 about it if about it about it of it without about it if without being being asked asked without being being asked asked asked your opinion 12% asked your opinion 1 4% 2 2% 26% Be neutral about it 29% 55% Speak highly of it but only if you are asked 34% Be neutral about it 23% Speak highly of it but only if you are asked 36% 6 19 Which of the following comes closest to how you would speak to Invest NI? [ Base: All Invest NI customers n=500 ]

20 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 20

21 Similar to previous years, Invest NI was most commonly associated with helping businesses in export markets and R&D, although there had been declines since 2011 In which, if any, of the following areas do you think Invest NI is currently involved? [Base: All Invest NI customers n=500 ] Areas businesses believe Invest NI is involved in Encouraging innovation and investment in R&D 82% 9 88% 88% Helping businesses develop in export markets 82% 93% 93% 93% Helping businesses define and develop their strategy 69% 79% 77% 80% Improving skills and leadership support Supporting business growth into higher value activities Helping to reduce costs and improve efficiencies 69% 74% 76% 78% 68% 74% 75% 75% 65% 68% 62% 66%

22 Invest NI s strongest areas of performance were in helping businesses develop in export markets and encouraging innovation. However, the number rating performance as good had declined How Invest NI performs in these areas Encouraging innovation and investment in R&D (n=411) 60% 69% 68% 69% Helping businesses develop in export markets (n=411) 73% 69% 70% 66% Helping businesses define and develop their strategy (n=347) Improving skills and leadership support (n=345) Supporting business growth into higher value activities (n=339) 5 54% 53% 5 57% 55% 53% 53% 58% 56% 53% 5 22 Helping to reduce costs and improve efficiencies (n=327) Rating of Invest NI's performance Good = 3-5 [ Base: All aware of Invest NI in these areas ] 52% 47% 48% 46%

23 In 2011, Invest NI was strongly associated with playing a key role in the success of the economy & offering a good range of programmes & support Image dimensions (1 of 2) Invest NI Mean Score Scale 1 (strongly disagree) to 5 (strongly agree) Agree Disagree Has a key role to play in the success of the NI economy (4.12) % (77%) 7% (10%) Offers a good range of programmes and support (3.86) % (67%) 6% (1) Is adding value to your business (3.52) % (56%) 12% (2) Is helping to develop your business (3.59) % (59%) 14% (2) Is responsive to your business needs (3.54) % (57%) 13% (20%) Is an ideal business partner % 13% Offers appropriate solutions for your business (3.42) % (50%) 15% (2) Has responded effectively to the economic downturn (3.27) % (40%) 16% (2) 23 (Figures in brackets 2011 figures) Agreement [ Base: All Invest NI customers n=500 ]

24 Invest NI was also associated with acting professionally & with integrity but less associated with techniques / challenges to grow businesses Image dimensions (2 of 2) Invest NI Mean Score Scale 1 (strongly disagree) to 5 (strongly agree) Agree Disagree Acts with professionalism and integrity (4.19) % (84%) 3% (5%) Is a customer focused organisation (3.66) % (6) 10% (15%) Staff are knowledgeable and bring expertise to your business (3.70) % (62%) 1 (15%) They are easy to do business with % 15% Is an important contributor to the success of your business (3.30) % (49%) 18% (28%) They help me get the most out of my business plan % 20% Uses creativity and imagination to help you grow your business (3.15) % (38%) 2 (26%) Provides a robust challenge to your business (3.16) % (37%) 22% (26%) 24 (Figures in brackets 2011 figures) Agreement [ Base: All Invest NI customers n=500 ]

25 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 25

26 Satisfaction was highest with main contact and advice received and lowest for quality of programmes/services Satisfaction by area Mean Score Scale 1 (very dissatisfied) to 5 (very satisfied) Satisfied Dissatisfied Main contact (4.20) % (8) 4% (9%) Advice (4.30) (82%) 3% (4%) Team of people (4.10) % (73%) 5% (8%) Communication (3.90) % (70%) 8% (12%) Quality of programmes / advisory services (3.70) % (59%) 8% (12%) 26 (Figures in brackets 2011 figures) How satisfied or dissatisfied are you with the... offered by Invest NI? [ Base: All Invest NI customers n=500 ]

27 Satisfaction levels in all areas Satisfaction by Division and Customer Type Overall Average Growth and scaling Life sciences, electronic and consumer products Technology and services Advanced engineering and construction Food and tourism Main contact Advice Team of people Communication Quality of programmes / advisory services Mean Score Scale 1 (very dissatisfied) to 5 (very satisfied) Overall Average Strategic and impact Development Entry Main contact Advice Team of people Communication Quality of programmes / advisory services Better than overall average Worse than overall average 27 How satisfied or dissatisfied are you with the... offered by Invest NI? [ Base: All Invest NI customers n=500 ]

28 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 28

29 Satisfaction with communication had increased slightly in 2012 Overall satisfaction with communication Very satisfied 34% 35% 30% 72% 70% 66% Fairly satisfied 38% 35% 36% Neither satisfied nor dissatisfied 19% 17% 18% Fairly dissatisfied Very dissatisfied 5% 7% 3% 4% 9% 7% 29 Overall how satisfied or dissatisfied are you with the communication between yourself and Invest NI over the last 12 months? [ Base: All Invest NI customers n=500 ]

30 More regular communication and being more proactive was the most commonly mentioned way of converting those dissatisfied customers to satisfied customers More regular communication \ Be more proactive 50% Speed up process \ Faster response times Stop changing client liaison officers\contacts More visits \ facetoface contact Change their policies so they can help more businesses \ Be more flexible More support of local businesses Reduce red tape \ paperwork Listen to needs of companies More involvement from client executive More contact with account manager Be assigned to local branch Follow up on promises Send relevant info Nothing 13% 10% 9% 4% 4% 3% 12% Why did you say that? What could Invest NI do to improve its communications with you? [ Base: Invest NI customers dissatisfied 1-3 n=135]

31 Growth and Scaling division customers were most satisfied with communication Division Growth and scaling (90) Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) 3.99 Satisfied Dissatisfied 73% 1 Life sciences, electronics and consumer products (42) Technology and services (68) Advanced engineering and construction (134) Food and tourism (166) % 69% 4% 73% 8% 72% 9% Customer Type Strategic and impact (45) % 4% Development (297) % 8% Entry (158) % 8% 31 Base size in brackets Overall average: 3.96 Overall how satisfied or dissatisfied are you with the communication between yourself and Invest NI over the last 12 months? [ Base: All Invest NI customers n=500 ] 72% 8%

32 High levels of satisfaction with most areas of communication with the exception of the relevance of marketing material - only half of Invest NI s customers (46%) were satisfied Satisfaction with communication aspects Mean Score Scale 1 (very dissatisfied) to 5 (very satisfied) Satisfied Dissatisfied Overall satisfaction with communication (3.90) % (70%) 8% (12%) Your queries are dealt with by the most appropriate Invest NI personnel (4.00) % (73%) 6% (8%) Ease of finding the correct contact within Invest NI (3.90) (69%) 7% (1) The speed your enquiries are dealt with (3.90) (69%) 8% (1) Ease of obtaining the information you require (3.80) % (66%) 8% (1) Quality of marketing communications you received (3.70) % (6) 7% (1) Relevance of marketing communications you received (3.40) % (48%) 13% (18%) 32 (Figures in brackets 2011 figures) Overall how satisfied or dissatisfied are you with between yourself and Invest NI over the last 12 months? [ Base: All Invest NI customers n=500 ]

33 Two thirds are content with the amount and frequency of marketing material Amount and frequency of receiving marketing material 2012 Too little 14% Don't know 7% Too much 8% About right Don't know 4% Too much 10% 2011 Don't know 3% Too much 9% Too little 22% Too little 2 About right 63% About right 67% 33 Would you saw that volume and frequency of marketing communications you receive from Invest NI is too much, about right or too little? [ Base: All Invest NI customers n=500 ]

34 Similar to 2011, investni.com was the more commonly used website, while nibusinessinfo.co.uk was perceived to be more useful 2012 Usage and ratings of websites 1=not at all useful, 5=very useful 66% Usage in last 12 months 40% n=329 52% 4 36% 5 16% 1 2 2% 6% 3 36% Mean Score: n=200 62% % 2 4% 24% 3 29% n=121 55% 4 35% 5 20% 1 2% 2 6% Mean Score: % How useful, if at all, did you find The Invest NI website [ Base: All Invest NI customers n=500 ] Mean Score: 3.80

35 Those not rating the websites useful cited the following reasons Not everything is mentioned on website \ Not much information on website \ Not useful Difficult to navigate n=27 30% 48% Difficult to find relevant information Difficult to navigate Have not looked at websites in enough detail n=10 10% 40% 40% Information too general 10% Get more information on phone 7% Already knew everything on website 4% Not relevant \ Generic information \ Not helpful n=10 50% Not useful 10% Get more information speaking facetoface 4% Too hard to find information \ difficult to navigate 30% Only use it for a news resource 4% Was advised not to use website 10% It's ok 4% Have not looked at website in enough detail to comment 10% Why did you say that? [ Base: All not finding sites useful 1-2 ] Can't remember 10%

36 Usage of Invest NI and boostingbusiness had increased while there had been a decline in usage of nibusiness, although the latter website was regarded as more useful Usage and ratings of websites - Comparisons Usage in last 12 months Usefulness 4/5 66% 65% 62% % 53% 46% 55% 52% 50% 67% 62% 59% 60% 55% 24% 20% 36 How useful, if at all, did you find The Invest NI website [ Base: All Invest NI customers n=500 ]

37 Satisfaction with communication Queries being dealt with by the most appropriate person had most impact on overall satisfaction with communication Key drivers of satisfaction with communication 1 2 Queries dealt with by the most appropriate personnel Ease of finding correct contact Ease of obtaining information Speed your enquiries are dealt with

38 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 38

39 Satisfaction with main contact had increased in n= n= n=618 Very satisfied 54% 52% 50% 85% 8 82% Fairly satisfied 3 29% 32% Neither satisfied nor dissatisfied Fairly dissatisfied Very dissatisfied 9% 10% 12% 3% 6% 3% 3% 3% 39 Overall, how satisfied or dissatisfied are you with the service provided from your main contact in the last 12 months? [ Base: All who have had contact n=447 ]

40 More regular communication was the most commonly mentioned way of converting those dissatisfied customers to satisfied customers More frequent communication 3 Faster response times More visits \ facetoface contact Don't change client executive so often \ without notifying It is ok \ neither satisfised nor dissatisfied Change their policies they are too restrictive Listen and adapt to businesses' needs More information needs to be communicated Give out more grants Customer in process of swapping clients More feedback Contact was difficult to communicate with Previous bad experience Reduce red tape More knowledgeable staff No reason 15% 10% 10% 8% 7% 7% 3% 3% 2% 2% 2% 2% 2% 2% 7% Why did you say that? What could Invest NI do to improve your overall level of satisfaction with your main contact?[ Base: Invest NI customers dissatisfied 1-3 n=59]

41 High levels of satisfaction across all customers, with the highest mean score among Technology and Services customers Satisfaction with main contact by segments Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Division Growth and scaling (90) 4.33 Satisfied Dissatisfied 84% 9% Life sciences, electronics and consumer products (42) Technology and services (68) Advanced engineering and construction (134) Food and tourism (166) % 3% 84% 3% 8 3% 88% 4% Customer Type Strategic and impact (45) % Development (297) % 4% Entry (158) % 5% 41 Base size in brackets Overall average: 4.36 Overall, how satisfied or dissatisfied are you with the service provided from your main contact in the last 12 months? [ Base: All who have had contact n=447 ] 85% 4%

42 There was a significant incline in levels of satisfaction with the team of people worked with Satisfaction with Invest NI team Very satisfied 40% 40% 35% 80% 73% 70% Fairly satisfied 40% 34% 35% Neither satisfied nor dissatisfied Fairly dissatisfied Very dissatisfied 13% 14% 17% 3% 2% 4% 4% 5% 4% 42 Overall, how satisfied or dissatisfied are you with the service provided by the team of people you have been working with at Invest NI in the last 12 months? [ Base: All Invest NI customers n=500 ]

43 Customers of the Technology & Services division were most satisfied with the team of people they work with Satisfaction with team by segments Division Growth and scaling (90) Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) 4.16 Satisfied Dissatisfied 77% 4% Life sciences, electronics and consumer products (42) Technology and services (68) Advanced engineering and construction (134) Food and tourism (166) % 87% 3% 8 6% 79% 6% Customer Type Strategic and impact (45) 4 73% 7% Development (297) % Entry (158) % 4% 43 Base size in brackets Overall average: % 5% Overall, how satisfied or dissatisfied are you with the service provided by the team of people you have been working with at Invest NI in the last 12 months? [ Base: All Invest NI customers n=500 ]

44 Frequency of contact with main executive had remained consistent since At least once a month 39% 39% 28% Yes 89% 84% 82% 45% At least once every 3 months 43% 37% No 9% 15% 17% About twice per year Once a year or less 14% 4% 17% 19% 7% 7% 44 Have you had any direct liaison with your company's main contact within Invest NI in the last 12 months? [ Base: Base: All Invest NI customers n=500 ] How frequently have you been in contact with your main contact over the last 12 months? [Base: All Invest NI customers n=447]

45 In 2012, frequency of communication has varied across the divisions and customer types Contact intensity with main contact by segments Division Growth and scaling (90) 9% Yes No 90% At least once a month At leasve once every 3 months About twice a year Once a year 38% 46% 7% 7% Life sciences, electronics and consumer products (42) 7% 93% 44% 33% 15% 8% Technology and services (68) 4% 94% 38% 38% 20% 2% Advanced engineering and construction (134) 9% 90% 39% 49% 1 2% Food and tourism (166) 13% 86% 38% 40% 17% 4% Customer Type Strategic and impact (45) 13% 84% 42% 53% 5% Development (297) 10% 88% 36% 46% 14% 3% Entry (158) 6% 93% 43% 33% 16% 5% 45 Base size in brackets Have you had any direct liaison with your company's main contact within Invest NI in the last 12 months? [ Base: Base: All Invest NI customers n=500 ] How frequently have you been in contact with your main contact over the last 12 months? [Base: All Invest NI customers n=500 ]

46 At least once a month / once every 3 months is preferred frequency of contact with or face to face meeting the preferred method Ideal Frequency & preferred method of Contact At least once a month At least once every 3 months About twice per year Once a year or less 35% Face to Face meeting 32% 44% Telephone Call 27% 42% Other, please specify 3% 9% Don't know 4% 46 What would be your ideal frequency of communication with your main contact? [ Base: Base: All Invest NI customers n=500 ] What would be your preferred method of communication? [Base: All Invest NI customers n=500 ]

47 More frequent contact can be correlated with higher levels of satisfaction Customer satisfaction by contact intensity Overall satisfaction with Invest NI by frequency of contact with main contact Satisfaction with team of people by frequency of contact with main contact 88% 82% 90% 86% 73% 7 53% 59% (29%)* (58%)* (84%)* (89%)* At least once a month At least once every 3 months About twice per year Once a year or less At least once a month At least once every 3 months About twice per year Once a year or less 47 Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All who have had contact n=500] Overall, how satisfied or dissatisfied are you with the service provided by the team of people you have been working with at Invest NI in the last 12 months? [ Base: All who have had contact n=500]

48 High levels of satisfaction with main customer contacts peaking in terms of their trustworthiness and reliability. However, there is potentially scope to improve industry knowledge and become more proactive Satisfaction with aspects regarding main contact Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Satisfied Dissatisfied Invest NI advisor trustworthy Provides reliable service Overall satisfaction main contact Ease of contact Responsiveness Interest in your company's business Knowledge of key business functions Making proactive suggestions Knowledge about your industry sector Knowledge about your business (-) (-) (4.20) (4.30) (4.20) (4.10) (4.00) (3.80) (3.90) (3.90) % 86% 85% 86% 82% 79% 75% 69% 76% 7 (-) (-) (8) (86%) (82%) (77%) (75%) (66%) (67%) (72%) 2% 4% 4% 4% 6% 3% 8% 5% 6% (-) (-) (9%) (5%) (8%) (8%) (6%) (13%) (10%) (9%) 48 Satisfaction with main contact's performance? [ Base: All who have had contact n=447 ]

49 On the whole, main contacts made it clear how INI can assist the business and provide realistic timelines, both increasing since 2011 Expectancy management and timescale planning Mean Score Scale 1 (strongly disagree) to 5 (strongly agree) Your main contact Very satisfied Very dissatisfied makes it clear from the outset if and how Invest NI could assist your business discusses and agrees realistic timescales for planned activities (4.2) % (80%) 3% (7%) (4.1) % (74%) 4% (9%) 49 Agreement [ Base: All who have had contact n=447 ]

50 Satisfaction with main contact Responsiveness was the most important driver of customer satisfaction with the main contact Key drivers of satisfaction with main contact 1 Responsiveness You contact discusses and agrees realistic timescales for planned activity Invest NI advisor is trustworthy Makes proactive suggestions Satisfaction with main contact's performance? [ Base: All who have had contact n=447 ]

51 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 51

52 Export Skills workshops services were best known, however Trade and Marketing Advisors were used slightly more often Awareness and usage of advisory services Base size in brackets Export Skills Workshops Trade and Marketing advisors IT advice Business Information Service Business Health Check nibusinessinfo Innovation advisors HR advice and workshops Energy Efficiency advisors Technical advisory unit (incl. Intellectual property advice) Productivity Improvement advice and workshops Collaborative Networking advice Design advice service (DAS) Design Clinics Property search and advice Water and Waste advisors None of these Which of the following advisory services offered by Invest NI have you heard / used? [ Base: All Invest NI customers n=500 ] 5% 5% 4% 5% 4% 9% 10% 9% 8% 7% 9% 12% 12% 16% 19% 18% 2 23% 2 % Heard of (n=500) % Used(n=445) 26% 35% 33% 33% 35% 38% 45% 48% 48% 5 55% 58% 62% 65% 73%

53 Trade and Marketing Advisory services were best known, however the Business Information Service was used most often in 2011 Awareness and usage of advisory services 2011 % heard of (750) % used (732) Base size in brackets Trade and Marketing Advisors Innovation Advisors ICT Advice Business Information Service Business Health Check HR Advice and Workshops Technical Advisory Unit (inc Intellectual Property Advice) Design Advice Environmental & Waste Advice Energy Advisors Property Search & Advice 28% 27% 28% 3 14% 14% 20% 18% 8% 10% 29% 8% 44% 43% 75% 70% 67% 6 57% 57% 57% 84% 53 Which of the following advisory services offered by Invest NI have you heard / used? [ Base: All Invest NI customers n=500 ]

54 Trade and Marketing Advisory services were best known and used most often in 2010 Awareness and usage of advisory services 2011 % heard of (750) % used (724) Base size in brackets Trade and Marketing Advisors ICT Advice Business Information Service Innovation Advisors Business Health Check HR Advice and Workshops Technical Advisory Unit (inc Intellectual Property Advice) Design Advice Environmental & Waste Advice Energy Advisors Property Search & Advice 30% 26% 27% 2 16% 12% 17% 13% 8% 9% 30% 7% 56% 54% 54% 50% 46% 7 69% 68% 65% 8 54 Which of the following advisory services offered by Invest NI have you heard / used? [ Base: All Invest NI customers n=500 ]

55 On average, customers used 1.48 services in 2012, declining slightly from previous years And which have you used in the last 12 months? [ Base: All Invest NI customers n=500 ]

56 On average, customers of the Growth & Scaling division used more services Average number of services used by customer type and division Division Growth and scaling (90) 1.67 Life sciences, electronics and consumer products (42) 1.43 Technology and services (68) 1.09 Advanced engineering and construction (134) 1.42 Food and tourism (166) 1.61 Customer Type Strategic and impact (45) 1 Development (297) 1.6 Entry (158) Base size in brackets And which have you used in the last 12 months? [ Base: All Invest NI customers n=500 ] Overall average: 1.48

57 Overall satisfaction increased with the number of services used, however there was a dip among those who had used 3 services Overall satisfaction by number of advisory services used % satisfied with Invest NI overall % 83% 82% 70% 67% 70% 66% 82% 8 83% 77% 75% 76% 73% 90% 80% 90% 82% 96% 48% 50% None Number of services used Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All Invest NI customers n=500 ]

58 There had been a decline in the level of satisfaction with the quality of programmes and advisory services being offered Satisfaction with advisory services Very satisfied 2 47% 38% 63% 82% 82% Fairly satisfied 4 34% 44% Neither satisfied nor dissatisfied Fairly dissatisfied Very dissatisfied 23% 5% 2% 12% 1 2% 2% 2% 3% 58 How satisfied or dissatisfied are you with the quality of programmes and advisory services offered by Invest NI? [ Base: All Invest NI customers n=500 ]

59 Technology & Service division and entry customers were most satisfied with Invest NI s advisory services Satisfaction with advisory service by customer type and division Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Very satisfied Very dissatisfied Division Growth and scaling (90) % 7% Life sciences, electronics and consumer products (42) % 5% Technology and services (68) % 7% Advanced engineering and construction (134) % 6% Food and tourism (166) Strategic and impact (45) % 13% Development (297) % 8% Entry (158) % 6% 59 Base size in brackets Overall average: 3.79 How satisfied or dissatisfied are you with the quality of programmes and advisory services offered by Invest NI? [ Base: All Invest NI customers n=500 ] 63% 8%

60 Customer satisfaction with advisors was high across all aspects, peaking in relation to their trustworthiness Satisfaction with aspects regarding Invest NI advisor Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Very satisfied Very dissatisfied Trustworthy (-) % (-) 2% (-) Provides reliable service (-) % (-) 2% (-) Ease of contact (4.5) % (9) 2% (2%) Responsiveness (4.4) (86%) 2% (3%) Overall satisfaction with advice received (4.1) (82%) 3% (8%) Knowledge about their specialism (4.4) % (85%) 3% (2%) Interest in your company's business (4.3) % (8) 5% (4%) Making proactive suggestions (4.1) (75%) 6% (5%) Knowledge about your business (4.0) % (7) 6% (4%) 60 Satisfaction with Invest NI Advisor worked with on service? [ Base: All Invest NI customers who have used an advisory service n=294 ]

61 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 61

62 Although awareness of some programmes was low, satisfaction was very high across all Invest NI programmes 2012 awareness of, usage of and satisfaction with programmes 62 Grant for R&D (formerly Compete, Product & Process Support for market visits Business Growth Programme IT Funding support programme Business improvement training programme Design development programme (DDP) Networking and Mentoring support Interim managers Carbon Trust Energy Efficiency Loan Fund Knowledge Transfer Partnerships Programme Resource or Energy efficiency Audit Resource Efficiency Grant Technical development incentive Technical Consultancy on Water, Energy or Waste Property assistance % Heard of % Used % Satisfied* 79% 32% 77% 75% 24% 89% 62% 12% 83% 48% 1 88% 47% 10% 69% 45% 6% 70% 38% 5% 6 3 7% 82% 30% 5% 67% 29% 3% 53% 27% 4% 65% 20% 3% 64% 20% 3% 76% 18% 2% 75% 16% 2% 54% Which of the following programmes offered by Invest NI have you heard of / used / participated in? [Base: All Invest NI customers n=500 ] *n=13-144

63 Although awareness of some programmes was low, satisfaction was very high across all Invest NI programmes in awareness of, usage of and satisfaction with programmes 63 % heard of % used Grant for R&D Support for Market Visits 26% 3 Design Development Programme ICT Support Programme Networking and Mentoring Support Business Improvement Training Programme 15% 15% 13% 13% Technical Development Incentive Energy and environment programme Interim Managers 7% 5% 6% 37% 36% 33% Property Assistance 3% 22% Base: All Invest Northern Ireland customers (750), *Base: % satisfied* 84% 80% 8 87% 64% 82% 62% 87% 60% 82% 58% 79% 88% 73% 95% 78% Source: Ipsos MORI

64 Low levels of awareness of some programmes but high level of satisfaction with programmes customers used in awareness of, usage of and satisfaction with programmes % heard of % used % satisfied* Support for Market Visits Grant for R&D ICT Support Programme 13% Design Development Programme 10% Business Improvement Training Programme 13% Networking and Mentoring Support 9% Energy and environment programme 3% Technical Development Incentive 5% Interim Managers 5% Property Assistance 3% Base: All Invest Northern Ireland customers (750), *Base: % 22% 23% 39% 35% 32% 44% 64% 6 60% 57% 77% 88% 72% 76% 85% 83% 7 78% 7 82% 82% Source: Ipsos MORI 64

65 On average, customers used 1.19 programmes in 2012, declining slightly from And which have you used in the last 12 months? [ Base: All Invest NI customers n=500 ]

66 On average, customers had participated in 1.19 programmes in 2012 Average number of programmes participated in by customer type and division Division Growth and scaling (90) 1.22 Life sciences, electronics and consumer products (42) 1.17 Technology and services (68) 0.93 Advanced engineering and construction (134) 1.13 Food and tourism (166) 1.18 Customer Type Strategic and impact (45) 1 Development (297) 1.25 Entry (158) Base size in brackets Overall average: 1.19 Which of the following programmes offered by Invest NI have you participated in? [ Base: All Invest NI customers n=500 ]

67 Overall satisfaction with Invest NI increases with the number of programmes used Overall satisfaction by number of programmes participated in % satisfied with Invest NI overall % 79% 73% 70% 69% 80% 95% 93% 9 87% 85% 82% 97% 53% 50% None Number of programmes participated in Overall, how satisfied or dissatisfied are you with the service you have received from Invest NI in the past 12 months? [ Base: All Invest NI customers n=500 ]

68 Agenda Study Set-up Overall Satisfaction, Familiarity and Advocacy Image dimensions Overview satisfaction KPIs Communication Team and main contact Advisory services Programmes Financial assistance and claims process Additional Questions (Added 2013) 68

69 There was an increase in the number of customers seeking financial assistance in 2012 Seeking financial assistance by year Of the 70% (348) of customers seeking financial assistance, 32% (113) did so via jobs fund % % % 69 Have you sought financial assistance in the past 12 months to help you expand or develop your business (includes Growth Accelerator Programme)? [ Base: All Invest NI customers n=500 ]

70 Growth & Scaling and Advanced Engineering & Construction customers were more likely to have sought financial assistance 2012 seeking financial assistance by customer type Overall 70% Growth and scaling 77% Life sciences, electronics and consumer products Technology and services 67% 65% Advanced engineering and construction 75% Food and tourism 64% Strategic and impact 62% Development Entry 7 68% 70 Have you sought financial assistance in the past 12 months to help you expand or develop your business (includes Growth Accelerator Programme)? [ Base: All Invest NI customers n=500 ]

71 There had been a decline in the number seeking financial assistance of less than 100,000 in 2012 & an incline in those seeking more support Amounts applied for by customer type Chart Title Less than 100, ,000 + Over all 72% 17% Growth and scaling Life sciences, electronics and consumer products Technology and services 79% 72% 69% 13% 14% 18% Advanced engineering and construction 64% 24% Food and tourism 77% 14% Strategic and impact 43% 43% Development 72% 16% Entry 79% 13% 71 How much was the amount you sought? [ Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months n=348 ]

72 In 2011 there had been no significant change in the level of funding applied for by Invest NI customers since 2010 Amounts applied for by customer type % Less than 100,000 % More than 100,000 Overall Division Engineering & Business Services 89% 9 1 9% Transport & Construction 76% 24% Tourism International Investment Life Sciences & Creative Food Regional Office Network Customer type Strategic & Impact 20% 39% 87% 79% 96% 80% 6 13% 2 4% Development 90% 10% Entry 96% 4% Managed 88% 12% 72 Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months (412) Source: Ipsos MORI

73 In 2010, a greater proportion of customers had applied for funding less than 100,000 Amounts applied for by customer type % Less than 100,000 % More than 100,000 Overall Division Engineering & Business Services Transport & Construction Tourism International Investment Life Sciences & Creative Food Regional Office Network Customer type 30% 86% 85% 75% 7 82% 75% 95% 70% 12% 15% 25% 14% 14% 2 5% Strategic & Impact Development Entry Managed 4 86% 93% 100% 56% 1 7% 73 Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months (378) Source: Ipsos MORI

74 Satisfaction with the application process remained consistent with 2011 Satisfaction with application process Very satisfied 34% 35% 32% 68% 68% 65% Fairly satisfied 34% 33% 33% Neither satisfied nor dissatisfied 18% 18% 17% Fairly dissatisfied Very dissatisfied 5% 6% 8% 4% 5% 7% 74 Satisfaction when applying for financial assistance, the application process? [ Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months n=348 ]

75 Satisfaction with funding approval time had remained consistent Satisfaction with funding application approval time Very satisfied 30% 34% 26% 59% 62% 57% Fairly satisfied 29% 28% 3 Neither satisfied nor dissatisfied Fairly dissatisfied Very dissatisfied 18% 17% 16% 9% 7% 12% 5% 8% 1 75 Satisfaction when applying for financial assistance, the time taken to obtain approval in relation to the level of funding? [ Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months n=348 ]

76 As would be expected, satisfaction with application process was higher when funding is granted Satisfaction with the application process Amount applied for 100,000 or more (60) Satisfaction: mean score Scale 1 (very dissatisfied) to 5 (very satisfied) Very satisfied Very dissatisfied (3.5) % (52%) 10% (16%) Less than 100,000 (250) (3.9) (7) 10% (1) Granted (256) (4.1) % (77%) 7% (7%) Turned down (10) Satisfaction with time taken to obtain approval in relation to the level of funding 100,000 or more (60) (2.6) % (27%) 50% (45%) (3.4) % (48%) 22% (25%) Less than 100,000 (250) (3.8) % (65%) 12% (14%) Granted (256) Turned down (10) (4.1) % (75%) 12% (10%) (2.6) % (24%) 50% (39%) 76 Satisfaction when applying for financial assistance, with the application process, and the time taken to obtain approval in relation to the level of funding? [ Base: All Invest Northern Ireland customers who have applied for financial assistance in the last 12 months n=348 ]