RBC and HBC Mobile Research Case Studies
Post on 12-May-2015
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Digital Branch Testing
Objective
Capture voice of the customer in digitally
enhanced branches
Methodology
Mobile diary (smartphone)
Advantages
Understand the customer experience within one of the new RBC Retail By Design branches.
Mobile Experience Testing
Process
Age:18+
Willing to share GPS and consent to participate
Own smartphone
Recruited solely from the AskingCanadians panel
Mix of current RBC customers and non-customers
Sample
Methodology
Pre Test Visit RBC Complete Mobile Diary
N = 234 N = 38
Respondent Assignment
Visit the RBC branch
Investigate credit card products offered by RBC
Use all the possible resources available in your investigation
GPSProgress Bar
Rating Scale
Flexibility of Mobile
VS.
Q4 - Overall, how would you describe your experience of being at this branch of RBC? What stands out in your memory?
Q5 - What, if anything, could the branch do to improve your experience there?
Q4 - Overall, how would you describe your experience of being at this branch of RBC? What stands out in your memory as impressing you, or as needing improvement?
New Wording
Old Wording
“User Experience” = Less is More
Question Design
Old Invite New Invite
Invite Design – Imagery
Results
Describe the Branch in 5 Words
Picked Up Literature Spoke to Staff Used the Touch Screen Used the Table Top
84%
66%
21%18%
Resources Consulted to find out about RBC Royal Bank Credit Cards
What Respondents Viewed in RBC
“A welcoming atmosphere, plenty of literature to read. NO pressure from staff to leave quickly so you can take your time.”
“It is a new branch so very clean and fresh. I liked the information that was available so less staff help was needed. I did not like it that it seemed a long wait if customer service was needed.”
“Someone came and ask me if I needed any assistance and she walked me through the various credit card options.”
“I was greeted as I entered and got my information quickly. I felt welcome. I was impressed by the layout. Parking is a nightmare.”
“Impressive design. Truly friendly staff who offered assistance.”
Very friendly staff willing to show the new building The touchscreen in the middle of the bank was very helpful and the person that helped me was very helpful with everything.
Added Insight – Voice of the Customer
Mobile proved to be an engaging experience
Immediacy and Authenticity of response
Use of the AskingCanadians panel ensured robust enough sample size in short field window
Summary
Mobile Engagement Testing
HBC and Mobile
• HBC brand is evolving
• HBC wants to have more mobile offerings
• AskingCanadians partnership provides ideal environment to gain research insight before program launch
Process
Sample came from the AskingCanadians panel
Agree to participate in this active, mobile diary exercise followed by a short post-survey
Age:18+
Own a smartphone
Will be shopping at The Bay in the next week
All respondents will be part of the pre-existing HBC segmentation groups
Sample Frame
Pre Test Visit The Bay
Complete Mobile Survey
Post Test
Methodology
N = 334 N = 72 N = 64
New Wording
Privacy
Trust
Reciprocity
Survey Invite
Mobile Survey Experience
Results
3 in 4are willing to share their GPS location on their mobile
7 in 10 are willing to download a free application
to their phone to complete a mobile survey
Mobile =
Mobile Consent
Males make it happen Millennials – where did you go? Quebec Conquest
Responsive Segments - Observations
Segmentation and Mobile Response
Frequent Shoppers Non-Frequent Shoppers
6%
9%
8%
4%Pre-Test CompletesMobile Completes
Share of Total Survey Completes
No Purchase
Apparel
Home
Other
Beauty
47%
32%
11%
6%
4%
Research Integrity
Did You Make A Purchase Today?
Take A Picture of Your Favourite Display
“Exciting new product line”
“Eye catching arrangement of mannequins”
“New display stand. Bright highlighted organized. Not just cluttered on a table. The swimwear mannequins upstairs were a close second; nice combo with the bright towels and rainbow hat.”
“The Mannequins in the centre of the isle with CANADA Olympic Wear jumped right out at me”
“Looked so cute and spring like”
“I love handbags especially leather type. Fossil is one of my favorite and they seem to have some new styles on display”
“Colorful, patriotic and well organized”
“It's colorful and has very classic Bay colours! Nostalgic!”
“Bright colors. Uniformity”
Verbatims – Why Did You Take This Picture?
9 in 10 would use The Bay coupons if they were
delivered to their mobile phones
Mobile Couponing Acceptance
100%
Future Mobile Experiences
Mobile =
8 in 10
people enjoyed completing this mobile survey
Mobile Research Experience
“I was expecting something longer, with more questions. Surprised by how short it was.”
“Very good experience. Would've like a chance to change the photo taken once I discovered I like another photo better then the one I just submitted.”
“Very enjoyable. Using the app to perform part of the survey changed the experience and made it different”
“Very enjoyable, good experience, would be very open to be completing more of this type of survey.”
“I liked this mobile experience. It was brief, which is good. It allowed me to be at the actual location and base my opinion on what I actually saw at that moment.”
“This survey is very close to blogging or sending a tweet regarding one's shopping experience - but one level better as a picture feed is involved!”
“The added interaction allowed me to pay closer attention to details when shopping, beyond my original target item. it also forced me to notice something I'd otherwise overlook”
Verbatims – Mobile Experience
Company Phones
Software Download
Need Engaged and Trusting Participants
Lessons Learned
Immediacy and Authenticity of Response
Research experience offers way to engage respondents
Trusting audience overcomes technology adoption challenge
Why Mobile Research?
THANK YOU!
For more information contact:rmanocha@askingcanadians.com
Raj ManochaVice President, AskingCanadians
www.corporate.askingcanadians.com
@askingcanadians
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