Final Report CIDB Mystery...

1 © 2015 Ipsos.1

CIDB Mystery Shopping

PREPARED BY: IPSOS LOYALTY

APRIL 2016

Final Report

© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

16-042311-01_CIDB Mystery Shopping_Report_v1

2 © 2015 Ipsos.

ContentsResearch Overview

37

Executive Summary

10

Key Findings

18

Conclusion & Summary

RESEARCH OVERVIEW

3 © 2015 Ipsos.

4 © 2015 Ipsos.

Based on our understanding, the study has the following objectives…RESEARCH OBJECTIVES

Measure and understand the service level in the service centers such as waiting and transaction time, staff’s soft skills and knowledge, branch environment and accessibility and etc…

Identify areas of improvement to provide better customer service.

Identify best preforming service centers and best their practices so that it can be the role model for others.

1 2 3

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Mystery visit was done at the following CIDB service centersLOCATION AND SAMPLE SIZE

State Office No. of visits

KL (Jln Chan Sow Lin) 4

Perak 4

Melaka 4

Johor 4

Terengganu 4

Kelantan 4

Pahang 4

Kota Kinabalu 4

Tawau 4

Kuching 4

Miri 4

Kedah 4

Selangor 4

Perlis 4

Penang 4

Negeri Sembilan 4

Total 64

6 © 2015 Ipsos.

MYSTERY SHOPPING FLOW & SCENARIO

1- Create checklist

according to CIDB service standard

2- Define scenario

3- Recruit mystery shoppers

5- Train the shoppers face to face and conduct

mock exercise

6- Execute the fieldwork

according to specifications

7- Process with validation of the

surveys and quality control

8- Deliver the report

1

•You are new hired HR personnel for XXXXX construction company and your manager is asking needed your help to apply a green card for X new graduate that your company recently hired. You would need to know the procedure.

2

•You are a newly hired clerk for XXXXX construction company and your director wants you to enquire the full process of paying Levy

3•You would want to enquire about the full process

of registering a newly setup company with CIDB.

Scenario

EXECUTIVE SUMMARY

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8 © 2015 Ipsos.

RESULT DASHBOARD

Top 3 branches Score (%)

Melaka 97.3%

Johor 93.0%

NS 92.9%

Bottom 3 branches Score (%)

Perlis 79.8%

Selangor 76.4%

KL 75.8%

Overall CIDB score Score by attributes (%) Top and Bottom branches

68.2 70.4

2015 2016

66.972.1

76.6

86.4 87.9

95.8

86.4

74.3

83.3 85.690.2

97.9

Overallexperience

Staffknowledge

Staff attire Queue andCounter

Stafffriendliness

Branch

2015 2016

9 © 2015 Ipsos.

= 50%-79%= 80% and above

Branches performance by section

Location BranchQueue and

counterStaff attire Staff friendliness Staff knowledge

Overall Experience

Melaka 100 100 100 93.8 92.6 97.28

Johor 100 100 75 93.8 96.4 93.04

NS 100 100 100 100 64.3 92.86

Perak 100 91.7 91.7 93.8 76.9 90.82

Kelantan 100 91.7 83.3 100 77.8 90.56

Miri 100 100 91.7 75 78.6 89.06

Penang 100 83.3 83.3 93.8 82.1 88.5

Kedah 100 90 83.3 93.3 69.6 87.24

Terrengganu 100 91.7 83.3 93.8 64.3 86.62

Pahang 100 83.3 66.7 100 82.1 86.42

Kuching 100 66.7 91.7 100 71.4 85.96

KK 91.7 81.8 91.7 81.3 60.7 81.44

Tawau 91.7 83.3 75 87.5 64.3 80.36

Perlis 100 81.8 75 81.3 60.7 79.76

Selangor 100 66.7 75 68.8 71.4 76.38

KL 83.3 66.7 66.7 87.5 75 75.84

KEY FINDINGS

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BRANCH

Easy to locate

Branches that score < 90%:KL and Tawau

Clear signage

Branches that score < 90%:All branches scores 100%

Clean corridor

office

Branches that score < 90%:KK and KL

Branch performance score improve over last year. All outlets have scored perfectly on having clear signage leading to the office.

Some offices are perceived to be difficult to locate as the location is far from town.

For some outlets, cleanliness of the corridor leading to the office is below expectation.

93.8

96.9

2015 2016

95.3

100

2015 2016

98.4

96.9

2015 2016

95.8

97.92015 2016

Branch Score

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QUEUE AND COUNTER

QMS clearly visible

Branches that score < 90%:Kedah, Kelantan, KK, KL, KuchingMelaka, Pahang, Penang, PerakPerlis, Selangor

Remarks: Similar to last year, in some cases the machine was not functioning

Instruction on QMS

clear

Branches that score < 90%:KK and Selangor

Remarks: In some cases, the machine was not functioning

Counter area clean

Branches that score < 90%:Perlis, Terengganu

Counter Score drop marginally over last year – particularly contributed by a drop in both QMS checks – location of QMS and instruction on QMS that is clear

Office counter score maintained – most branches scored perfectly in this area.

86.4

85.6

2015 2016

Queue and counter Score66.7

65.5

2015 2016

94.5

92.7

2015 2016

96.9 96.9

2015 2016

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WAITING TIME

2.6

0.050.81

3.13

1.021.51

1.020.35

2.842

3.09

0.64 0.82

6.58

1.54

11.31

5.015.14

0.03 0.23

1.412.22 2.25 2.28 2.42

3.063.84

4.40

8.559.21 9.29

9.75

10.75

12.50

Average Miri Tawau Terrengganu Perlis Pahang KL KK Selangor Kedah Perak NS Kelantan Penang Melaka Johor Kuching

Waiting time (mins)2015 2016

• Average waiting time have extended from 2.60 in 2015 to 5.13 in 2016• Waiting for most of the branches across the regions have increased – people

are taking longer time to resolve their issues

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STAFF’S ATTIRE

Appropriatelydressed

Branches that score < 90%:Terengganu

Wellgroomed

Branches that score < 90%:All branches scored 100%

Easilyidentified (name on counter)

Branches that score < 90%:Johor, Kedah, Kelantan, KK, KL, KuchingMiri, Pahang, Penang, Perak, Perlis, Selangor, Tawau, Terrengganu

Staff’s Attire score have improved over last year.

Grooming maintained a 100% perfect compliance.

Nametag / Identifying staff by name have also improved over last year.

Dressing / Appropriate attire score fell short in 2016 – contributed only by one branch – the rest of the branches maintained a perfect 100%.

76.6

83.3

2015 2016

Staff’s Attire Score:100

98.4

2015 2016

100 100

2015 2016

29.7

51.6

2015 2016

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Standard greeting Attentive listening & acknowledge

Focus Polite and friendly

Branches that score < 90%:Johor, Kedah, KK, KL, MelakaMiri, Penang, Perak, Perlis, Selangor, Tawau

Branches that score < 90%:All branches scored 100%

Branches that score < 90%:Selangor

Branches that score < 90%:KK, Perlis, Terengganu

STAFF’S FRIENDLINESS

Staff’s friendliness overall score had improved over last quarter – contributed by and improved performance observed across all attributes checked.

Being ‘focus’ to customer’s requirement during conversation can be improved -score maintained at 98.4 over last year.

67.2

68.8

2015 2016

96.9

100

2015 2016

98.4 98.4

2015 2016

89.1

93.8

2015 2016

87.9

90.2

2015 2016

Staff’s Friendliness Score:

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STAFF’S KNOWLEDGE

Provide clear solution

Provide correct forms /

documents

Use brochure / pamphlet

Provideadditional info

Didn’t refer to colleague

Didn’t ask to refer to website

Provide checklist

Branches that score < 90%:Perlis

Branches that score < 90%:KL,Kuching, NS, PerlisSelangor, Tawau, Terengganu

Branches that score < 90%:Kedah, Kelantan, KKKL, Kuching, MelakaMiri, NS, Pahang, PenangPerak, Perlis, SelangorTawau, Terengganu

Branches that score < 90%:Kelantan, KK, KL, KuchingMiri, NS, Pahang, PerakPerlis, Tawau, Terengganu

Branches that score < 90%:Kedah, Perak, Perlis, Tawau

Branches that score < 90%:Johor, Kedah, KK, KLMelaka, NS, Pahang, Penang, Perak, PerlisSelangor, Tawau, Terengganu

Branches that score < 90%:Kedah, Kelantan, KKKL, Kuching, NS, PahangPenang, Perak, PerlisSelangor, Tawau, Terengganu

Knowledge have improved over last year. Staffs appear to be more equipped with the right knowledge when servicing our

shoppers. However, there are areas that can be looked into in order to further improve the score

for next year: Use of brochure/pamphlet, refer to the website and provide checklist

92.2

98.4

2015 2016

79.7

87.1

2015 2016

46.9

42.9

2015 2016

60.9

72.6

2015 2016

89.1

90.3

2015 2016

64.1

61.3

2015 2016

71.9

67.2

2015 2016

72.1

74.3

2015 2016

Staff’s Knowledge Score:

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OVERALL EXPERIENCE

Overall staff performance

Branches that score below average:Kelantan, NS, Penang, Perak, PerlisTawau, Terengganu

Overall experience at

the branch

Branches that score below average:Kelantan, KK, Perak, Tawau

Overall Experience score had improved over last year – score improved by 2.2%.

An improved score is observed across most of the branches for both staff performance as well as experience at the branch

However, we note a low scores on both checks for Kelantan, Perak and Tawau.

64.7

68.1

2015 2016

69.1

70

2015 2016

66.9

69.1

2015 2016

Overall Experience Score:

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SUMMARY AND CONCLUSION:

• 2016 Overall service compliance score registered an improvement over 2015

• Highest performing branches are:

• Melaka

• Kuala Lumpur

• Pahang

• Lowest Performing: Tawau, Perak & Kelantan

• We note a mark improvement in servicer for all service areas evaluated except for Que and counter

AREA FOR IMPROVEMENT:

Que & Counter Score dropped from 86.4% in 2015 to 85.6% in 2016

Branches that had pulled the que and counter score down are KL, Selangor and Kuching

Recommended action for improvement:

Location of QMS & Instruction on QMS - Ensure QMS is easily visible from the entrance or have signage to the QMS if the location cannot be changed.

Waiting time has increased by 5 minutes – look into current service process to see where can be enhanced so customer is able to complete transaction faster allowing for a shorter waiting time for waiting customers.

CONCLUSIONS AND RECOMMENDATION

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Recommendations

A. Queue and Counter B. Staff Attire C. Staff Friendliness D. Staff Knowledge

A1. Regular compliance checks• Schedule a regular compliance

check to make sure that facilities, i.e QMS machines, devices are always functioning

• Provide a point of contact if devices are not functioning, for a fast servicing / repairing/ maintenance.

B1. Dress Code / Dress Guidelinefor the Staff• Implement the dressing code/

dressing guideline for the staff, to make sure they are always presentable and well-groomed when meeting customers.

C1. CIDB’s Value towards the Customers• Relive or improve the existing

Employees’ values when serving the customers.

• For example: Smile, Greet, and be Courteous

• Have a standardize greeting when staff meets with clients, such as “Salam, how can I help you today?”

D1. Product Knowledge and Training• To prepare staff with a product

knowledge to better serve customer’s enquiries.

D2. Refreshment Courses• To make sure that the they have

to clock in certain hours of training or courses within certain period of time, so that the knowledge attained are up to-date

20 © 2015 Ipsos.

South

Melaka Johor NS

Strength• Branch• Queue and Counter• Staff Attire

• Branch• Queue and Counter

• Branch• Queue and Counter• Staff Attire• Staff Friendliness

Weakness• Staff knowledge • Staff Friendliness

• Staff Attire • Staff Knowledge

Recommendation

More rooms for improvement on the:

• A1. Regular compliance checks• B1. Dress Code / Dress Guideline

for the Staff• C1. CIDB’s Value towards the

Customers• D1. Product Knowledge and

Training• D2. Refreshment Courses

• B1. Dress Code / Dress Guidelinefor the Staff

• D1. Product Knowledge and Training

• D2. Refreshment Courses

21 © 2015 Ipsos.

Perak Penang Kedah Perlis

Strength • Branch • Branch • Branch • Branch

Weakness • Staff Knowledge • Staff Knowledge • Queue and Counter• Staff Attire

• Staff Knowledge • Staff Attire• Staff Knowledge

Recommendation


• D2. RefreshmentCourses

More rooms for improvement on the:

• A1. Regular compliancechecks

• B1. Dress Code / Dress Guideline for the Staff

• C1. CIDB’s Value towards the Customers








North

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Terengganu Pahang Kelantan

Strength • Branch• Branch

Staff Knowledge• Branch

Staff Friendliness

Weakness • Staff Knowledge • Staff Attire • Staff Knowledge

Recommendation• D1. Product Knowledge and Training• D2. Refreshment Courses




East Coast

23 © 2015 Ipsos.

Selangor Kuala Lumpur

Strength • Branch N/A

Weakness• Queue and counter• Staff Attire• Staff Knowledge

• Queue and counter• Staff Attire• Staff Knowledge

Recommendation

• A1. Regular compliance checks• B1. Dress Code / Dress Guideline for the Staff• D1. Product Knowledge and Training• D2. Refreshment Courses

• A1. Regular compliance checks• B1. Dress Code / Dress Guideline for the Staff• D1. Product Knowledge and Training• D2. Refreshment Courses

Central

24 © 2015 Ipsos.

Miri Kuching KK Tawau

Strength• Branch• Queue and Counter

• Branch• Staff Friendliness

N/A N/A

Weakness • Staff Friendliness• Queue and Counter• Staff Knowledge

• Staff Knowledge• Staff Attire• Staff Knowledge

Recommendation• C1. CIDB’s Value towards the

Customers

• A1. Regular compliance checks• D1. Product Knowledge and

Training• D2. Refreshment Courses






East Malaysia

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