Barclays – NPS ProjectKey Driver Analysis

10.05.15

2

Agenda• NPS Drivers• NPS Performance• Verbatim Analysis • Road Ahead

3

Project Objective & Approach

To understand the current NPS performance for Barclaycard Understand the Key drivers of NPS and how are they related to each other Analyze the customer’s reasons for Satisfaction & Dissatisfaction

Objective

Reviewed & Analyzed 4828 customer satisfaction surveys to accomplish the below mentioned objectives

Review Survey Form

•Understand the Survey questionnaire and their relevance to overall NPS/C-SAT

Key Driver Analysis

•Perform statistical tests to identify the key drivers of NPS

NPS Performance

•Understand the current NPS performance by Site, Partner & Call Drivers

Verbatim Analysis

•Reviewed 400 customer verbatim for Promoters & Detractors

• Identify the customer temperature, Reasons for SAT & D-SATPr

ojec

t App

roac

h

4

Key Driver Analysis | Objective

To understand what drives the overall customer experience. Analysis of current CSAT Survey form in order to identify the questions which drive the overall experience through Key Driver Analysis

Objective&

Approach

Inter- dependence

Modeling

Dependence Modeling

Relative Importance

Study

To understand whether questions in survey form are related to each other

Rank the survey questions on the basis

of their impact on overall satisfaction

question

To understand if there is any relationship between survey questions and the question on overall satisfaction

5

Current Survey Form StructureThe current survey questionnaire consists of ‘Satisfaction with Agent’ and ‘Overall Satisfaction’ while other questions relate to quality of service

Satisfaction with card

Overall quality of service

Satisfaction with resolution

Treated fairly during call

Understanding your question/concern

Having the authority to resolve

Knowledge of card benefits/services

Ability to answer clearly

Speaking clearly

Effort put to resolved issue

Overall Experience

Sub Y Agent/Quality ParametersBig Y

• Suggestion to add ‘Agent Related’ parameters to the survey structure Overall Agent Satisfaction Agent answered all your questions

Likelihood of recommending

6

NPS Project | Synopsis

Workflow

Card Activity Notification: 66%

Account Closure: –17%

Site

Maine: 76%

First Source Manila: 46%

72%

16% 13%

NPS59%

Likelihood of Recommending

4828

Sur

veys

Partner

LL Bean: 78%

US Airways: 41%

RM Tenure

NH: 64%

M3: 53%

NPS By

High NPS

Low NPS

Other Related Metric Score

Overall C-SAT 92%

Product C-SAT 87%

Service C-SAT 95%

Controller Product People Service

Complaint 58% 21% 21%

Appreciation 20% 54% 26%

DetractorsPassives

Promoters

Verbatim Analysis

• Overall NPS at 59% across the network

• Appreciations are driven by experience with ‘People’ – helpful, friendly, willing to assist

• Complaints are driven by experience with the ‘Product’ – high interest charges, annual fee

Other Metrics Performance

7

3%

5%92%

Survey | Service Parameters

Overall Experience Satisfaction with card Overall quality of service

4%

9%87%

2%3%95%

C-SAT = 92%

Product C-SAT = 87%

Service C-SAT = 95%

72% 16% 13%

DetractorsPassivesPromoters

Likelihood of Recommending

NPS = 59%

Detractors (13%)

Top Box Middle Box Bottom Box

‘Satisfaction with Card’ (13%) has the top most opportunity

8% Opportunity 13% Opportunity 5% Opportunity

Promoters(72%)

4 5 3 1 2Rating

8

Agent/Quality Parameters

Most opportunity observed with ‘Effort put to resolve issue’ (13%) & ‘Satisfaction with issue resolution’ (8%)

Treated fairly during call

Understanding your question/concern

Having the authority to resolve

Desire to resolve

Knowledge of card benefits/services

Ability to answer clearly

Treating you as a valued customer

Speaking clearly

Satisfaction w/ issue resolution

Effort put to resolved issue

95%

94%

93%

95%

94%

94%

94%

94%

92%

87%

3%

3%

4%

3%

4%

4%

3%

4%

4%

8%

2%

3%

3%

2%

2%

3%

2%

2%

4%

5%

Top Box Middle Box Bottom Box

4 5 3 1 2

13%

8%

6%

6%

6%

6%

5%

7%

6%

5%

Opportunity

9

Key Driver Analysis | Correlation@ 95% confidence

‘Effort put to resolve the issue’ & ‘Treated fairly during the call’ are the two largest individual contributors

Close correlation observed between: Understanding your questions, Ability

to answer clearly &Knowledge of credit card benefits

Desire to resolve & Treating you as a valued customer

78.28

85.52

92.76

100.00

Variables

Sim

ilari

ty

DendrogramSingle Linkage, Correlation Coefficient Distance

10

Key Driver Analysis | 1 Term

3/20/2015

Q9-4 Desire to resolve

Q9-8 Speaking clearly

Q9-6 Ability to answer clearly

Q9-2 Understanding your questio

Q9-3 Having the authority to re

Q9-5 Knowledge of card benefits

Q9-7 Treating you as a valued c

Q4A Treated fairly during call

Q25 Effort put to resolved issu

1614121086420

Term

Standardized Effect

1.96

Pareto Chart of the Standardized Effects(response is NPS, Alpha = .05)

Effort put to resolve the issue is the top driver for NPS along with Treated fairly during the call

Treating as a valued customer along with desire to resolve the issue form a NPS impacting combination

@ 95% confidence

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NPS | By Workflow

Pay Cred

it Card

Possessi

on/Acti

vity

Card Acti

vity N

otification

Transac

tions

Benefi

ts an

d Reward

s

Fees

and FC

Customer

Assista

nce

Balance

/ Ava

ilable

Credit

Account C

losure

12% 6% 6% 5% 5% 5% 5% 5% 5%

779 401 393 354 341 305 302 298 296

Top

Call

Driv

ers

Like

lihoo

d of

Re

com

men

din

g

22% 22% 9% 12% 26% 19% 31% 23%50%14% 12%

15% 15%19%

17%16%

13%

16%64% 66% 76% 73%

55% 65% 53% 63%33%

NP S

Highest Volume

No PaymentProcessed

Block Card – Issue new Call Transfer Gave Status Explanation Removed Fees Helped

CustomerBalance Inquiry Call TransferTop

Call Reason(~60%)

Promoter Passive Detractor

42% 44% 66% 60% 29% 46% 21% 40% -17%

• Customers shared that they were unhappy with the transfer for closure; agents try to sell more

• Opportunity with agents explaining about the rewards and benefits; customers did not get appropriate responses

• Customer Assistance – customers were unhappy with agent responses and their effort to get a resolution

Others 28%(1359)

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NPS Drivers | By Workflow

Top Detractors with: Benefits & Rewards

High detractors in all workflows except ‘Card

Activity Notification’

Top Detractors with: Benefits & Rewards Customer Assistance

Top Detractors with: Benefits & Rewards Customer Assistance Account closure

Top Detractors with: Pay Credit card Benefits & Rewards Fees & Finance charges Customer Assistance

Top Detractors with: Benefits & Rewards Customer Assistance

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NPS | By SiteN

PSLi

kelih

ood

of

Reco

mm

endi

ng

NPS for Captive Sites = 67% (2378 surveys)

Firstsource Manila COE Offshore Maine Nevada Firstsource Colorado

18% 12% 6% 12% 11%

19%13% 13%

16% 14%

63% 75% 81% 72% 75%

1594 (33%) 856 (18%) 847 (18%) 808 (17%) 723 (15%)

Promoter Passive Detractor

46% 63% 76% 60% 63%

NPS for Offshore Sites = 52% (2450 surveys)

NPS

Driv

er

Perf

orm

ance

NPS Drivers →Site ↓ Promoters Passives Detractors Promoters Passives Detractors Promoters Passives Detractors Promoters Passives DetractorsPromoters Passives Detractors Promoters Passives DetractorsFirstsource Manila 91% 5% 4% 83% 10% 7% 93% 4% 2% 93% 4% 3% 92% 5% 3% 93% 4% 3%COE Offshore 91% 5% 4% 87% 8% 5% 93% 4% 3% 92% 4% 3% 92% 5% 4% 91% 5% 4%Maine 96% 2% 2% 93% 5% 2% 98% 1% 1% 98% 1% 1% 98% 2% 1% 98% 1% 1%Nevada 93% 3% 4% 87% 8% 5% 95% 3% 2% 95% 2% 2% 95% 4% 1% 97% 2% 1%Firstsource Colorado 92% 4% 4% 89% 7% 4% 95% 3% 2% 95% 4% 2% 95% 4% 1% 95% 2% 2%

Understanding of QuestionsTreated as Valued Customer Knowledge of Card BenefitsSatisfaction with Resolution Effort for Resolution Treated Fairly

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NPS | By Partner

1147 679 654 621 306 259

NPS

Like

lihoo

d of

Re

com

men

ding

‘LL Bean’ (78%) has the highest NPS; followed by ‘Barclaycard’ (73%)

‘US Airways’ (41%) has the lowest NPS; followed by ‘Hawaiian Airlines’ (59%)

US Airways Barclaycard Apple LL Bean Hawaiian Airlines Barclaycard Arrival

19% 8% 12% 6% 11% 8%

20%11% 14%

10%18% 13%

61%81% 74% 84% 71% 79%

Promoter Passive Detractor

41% 73% 63% 78% 59% 71%

NPS

Driv

er

Perf

orm

ance

NPS Drivers →Partner ↓ Promoters Passives Detractors Promoters Passives Detractors Promoters Passives DetractorsPromoters Passives DetractorsPromoters Passives DetractorsPromoters Passives DetractorsApple 89% 6% 5% 81% 11% 8% 93% 5% 2% 93% 4% 3% 91% 6% 3% 93% 5% 3%Barclaycard 93% 4% 4% 88% 7% 5% 95% 3% 2% 94% 3% 3% 94% 4% 2% 92% 4% 3%Barclaycard Arrival 94% 2% 4% 92% 5% 3% 95% 3% 2% 95% 2% 3% 96% 3% 2% 96% 2% 3%Hawaiian Airlines 97% 2% 1% 92% 5% 2% 98% 1% 1% 98% 1% 1% 97% 2% 1% 98% 1% 1%LL Bean 92% 4% 5% 89% 5% 6% 94% 4% 1% 95% 2% 3% 94% 5% 1% 95% 3% 2%US Airways 93% 3% 3% 83% 12% 6% 96% 2% 2% 95% 3% 2% 95% 3% 2% 97% 2% 2%

Knowledge of Card Benefits Understanding of QuestionsEffort for Resolution Treated Fairly Treated as Valued CustomerSatisfaction with Resolution

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NPS | By Agent TenureN

PSLi

kelih

ood

of

Reco

mm

endi

ng

476 649 585 429 653 347 268 226 201 176NH M1 M2 M3 T T4 T5 T6 T7 T11

11% 12% 15% 14% 15% 11% 13% 12% 10% 11%14% 13% 16% 19% 15% 15% 18% 19% 17% 13%

75% 75% 69% 67% 71% 74% 69% 69% 73% 77%

Agent tenure cycle

Promoter Passive Detractor

64% 63% 54% 53% 56% 63% 56% 58% 63% 66%

NPS Drivers →Workflow ↓ Promoters Passives Detractors Promoters Passives Detractors Promoters Passives DetractorsPromoters Passives DetractorsPromoters Passives DetractorsPromoters Passives DetractorsNH 91% 5% 5% 85% 9% 6% 93% 4% 3% 94% 3% 3% 92% 5% 3% 92% 4% 4%M1 92% 4% 4% 88% 7% 4% 94% 4% 2% 94% 3% 2% 93% 4% 3% 94% 3% 3%M2 91% 5% 4% 84% 8% 8% 94% 3% 3% 92% 5% 3% 90% 7% 3% 92% 4% 3%M3 92% 4% 4% 87% 8% 6% 94% 4% 2% 94% 3% 3% 94% 3% 3% 93% 3% 4%T 93% 3% 4% 87% 8% 5% 96% 3% 1% 95% 3% 2% 95% 3% 2% 96% 2% 2%T4 95% 3% 3% 88% 5% 6% 96% 3% 1% 97% 2% 1% 95% 4% 1% 95% 3% 2%T5 93% 4% 3% 85% 10% 4% 93% 4% 3% 93% 3% 4% 94% 4% 2% 94% 4% 2%T6 91% 7% 3% 88% 8% 5% 93% 4% 3% 93% 4% 3% 92% 6% 2% 93% 4% 3%T7 95% 3% 2% 88% 10% 2% 98% 1% 1% 97% 2% 1% 97% 1% 2% 98% 1% 1%T11 95% 3% 2% 91% 4% 5% 96% 2% 2% 97% 2% 1% 97% 3% 1% 98% 1% 1%

Understanding of QuestionsKnowledge of Card BenefitsEffort for Resolution Treated Fairly Treated as Valued CustomerSatisfaction with Resolution

NPS

Driv

er

Perf

orm

ance

16

NPS and Loyalty

72%

16% 13%

LikelihoodTo

Recommend

78% Customers likely to continue

33% Customers likely to continue

92% Customers likely to continue

Ove

rall

Lik

elih

ood

to C

ontin

ue

9% 9%

83%

LikelihoodTo

Continue

Apple – 14% US Air– 10%

Barclaycard – 91% LL Bean – 89%

Highest Detractors Highest Passives

Highest Promoters

Firstsource Manila has the highest ‘Detractors’ and lowest ‘Loyalty Rate’

Likelihood to Recommend : 72% Likelihood to Continue : 83%

Apple – 13% US Air– 11%

Top Box

Middle Box

Bottom Box

Promoter

Passives

Detractors

17

You are here

NPS Trends – 2013 & 20142013 2014

18

Verbatim Analysis

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Verbatim Analysis | Summary

Appreciation

Suggestion

Complaint96%

4% 1%

99.5%

0.3%0.3%

3 verbatim

371 verbatim

“Rewards program seems good so far, hoping new changes will allow last minute reservations at normal point contributions!” 243646810

“I was very pleased with the 1-1/2 miles per dollar spent. Unfortunately that program ended, but I'm hoping it will come back again soon.” 243848023

“Annual fee is too expensive for regular employee like me, hope they make it more reasonable!” 243547016

“This card should be automatically replaced with the card with apple rewards points. Or, it should be offered as an upgrade option more proactively.” 243934560Cust

omer

sugg

estio

ns

384Verbatim

384Verbatim

Reviewed 384 verbatim for Promoters & Detractors to identify the customer temperature about the product and services. Also, to identify suggestions provided by the customers on their surveys

Objective & Approach

Prom

oter

s Detractors

1 verbatim

1 verbatim

14 verbatim 382 verbatim

Prom

oter

sD

etra

ctor

s

20

Customer Verbatim | Drill DownAp

prec

iatio

n Complaints

21%

58%

21%

All the verbatim have been categorized as People, Product and Service

54%

20%26%

Product Related had the lowest appreciations and the highest complaints

People Related had the highest appreciations and the lowest complaints

People

Service

Product

101 verbatim

208 verbatim

79 verbatim

81 verbatim

75 verbatim 224 verbatim

384Verbatim

384Verbatim

“As a rule of thumb, 85% of the problems can be corrected by changing the system, less than 15% are under the worker’s control.”- Joseph M. Juran

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Appreciation| Drill DownPeople

Service

Product

People

54%

Service

26%

Product

20%

Dril

l D

own

Knowledge

Resolution

Agent Service

Soft Skills

8% (16)

15% (32)

30% (63)

47% (97)

Ease of use

Card

Partner

Rewards & Benefits

1% (1)

15% (11)

15% (11)

80% (60)

Soft SkillsCustomers appreciated about the agent’s communication, professional conduct

Agent ServiceAppreciated customer service due to agent’s helpfulness

Customer ServiceCustomers appreciated overall customer service

Fraud SupportCustomers appreciated Barclays Fraud support process

Reward & BenefitsCustomers appreciated the perks available through the card

PartnerCustomers appreciated the support and service available through the partners

Security

Resolution

Fraud Support

Customer Service

7%

7%

10%

48%

22

APR Fees

Credit Limit

Annual Fees

Interest Fees

Rewards

4% (9)

6% (13)

9% (21)

18% (41)

23% (51)

Complaints| Drill DownPeople

Service

Product

Dril

l D

own

People

21%

Soft SkillsCustomers complained about agent’s communication skills and rude tone

Agent UnderstandingCustomers complained about agents lack of knowledge/authority to resolve the issue

Service

21%

ResolutionCustomers complained about the dissatisfaction from the resolution from customer service

Customer ServiceCustomers complained about the dissatisfaction with customer service (did not call out agent)

Product

58%

RewardsCustomers complained low benefits when compared to other cards

Interest FeesCustomers complained about the high interest charges on the card

Agent Understand-ing

Soft Skills

28% (23)

72% (58)

Website

Card Decline

Customer Service

Resolution

11% (9)

27% (21)

34% (27)

48% (38)

23

Road Ahead

24

Road Ahead

QA & CSAT Alignment• Deep dive to understand whether QA drives NPS• Propose modifications in both QA and CSAT structure to drive NPS improvement

NPS Weekly/Monthly Dashboard• Keeping a close watch on the NPS performance and its drivers by Site, Partner, Call Reasons• Sharing weekly/monthly NPS dashboard for immediate actions

Key Driver Analysis (KDA)• Conduct Key driver analysis on other Barclaycard LOBs (Collections & Fraud)• Review overall performance as identify key drivers

Proposed Special Projects• Workflow drilldown – Customer Assistance and Rewards & Benefits• Site drilldown – Firstsource Alabang has lowest NPS• Partner drilldown – US Air and Hawaiian Airlines with lowest NPS• Tenure drilldown – M2 & M3 tenure groups with lowest NPS

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Appendix

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Key Driver Analysis | OverviewQA Program as a predictive model for CSAT

Key Drivers(Independent Variables)

Sati

sfa

cti

on

wit

h: Attribute 1

Attribute 2

Attribute 3

Attribute 4

Attribute 5

Attribute N

CSAT Survey Questions

“Importance”

Multivariate Analysis

Inter -dependence

Model

Dependence

Model

Relative Importance

Study

1. Understand opportunities in the current CSAT format (too many or too less questions, format of questions, rating scale etc)

2. Understand the overall model fit and relative impacts of each of the shortlisted drivers

Overall CSAT(Dependent Variable)

27

NPS | Key Driver Analysis

Q9-8 Speaking clearly

Q9-3 Having the authority to re

Q9-6 Ability to answer clearly

Q9-4 Desire to resolve

Q9-2 Understanding your questio

Q9-5 Knowledge of card benefits

Q9-7 Treating you as a valued c

Q4A Treated fairly during call

Q25 Effort put to resolved issu

Q12A Satisfaction w/ issue reso

181614121086420

Term

Standardized Effect

1.96

Pareto Chart of the Standardized Effects(response is Q1D Likelihood to recommend (NP, Alpha = .05)

One Term @ 95% confidence

Resolution is the primary driver for NPS – includes satisfaction with issue resolution & effort put to get resolution

Treated as valued customer- includes understanding of the question & Speaking clearly

BCD

DEAHDJCDCGBECFHKHJDFC

AJEG

FACDKAD

ECEEKG

AKDHBG

BGH

AJ

1086420

Term

Standardized Effect

1.96

K Q25 Effort put to resolved issu

A Q4A Treated fairly during callB Q9-2 Understanding your questioC Q9-3 Having the authority to reD Q9-4 Desire to resolveE Q9-5 Knowledge of card benefitsF Q9-6 Ability to answer clearlyG Q9-7 Treating you as a valued cH Q9-8 Speaking clearlyJ Q12A Satisfaction w/ issue reso

Factor Name

Pareto Chart of the Standardized Effects(response is NPS, Alpha = .05, only 30 largest effects shown)

Two Term @ 95% confidence