Foresters customer survey shows high levels of satisfaction for fourth consecutive year

Monday, January 20, 2014

Customer Survey 2013


For the fourth consecutive year, Foresters Friendly Society's annual Customer Satisfaction Survey*, has shown exceptionally high levels of customer satisfaction for the quality of service provided by the mutual organisation.  The survey sampled satisfaction levels across 2 customer segments: direct new policyholders and members who had made a recent claim. 

Highlights include:

  • 93% of claimants surveyed were satisfied with the overall service provided by Foresters
  • 92% of claimants agreed that Foresters really cares about its customers and 92% agreed that the Society treats its customers fairly;
  • Claimants and new policyholders gave Foresters Friendly a Net Promoter Score of 53** and 56 respectively, a significant increase from the previous year's total with over half of the respondents giving a score of 10 stating they would definitely recommend Foresters to friends or family.

The survey results also revealed that friendliness remains an important differentiator for Foresters. 

Commenting, Foresters Friendly Society Marketing Director, Neil Armitage said: "As a mutual, our aim is to provide our members with a range of easily accessible, relevant and affordable financial products underpinned by excellent customer service.  It is fantastic to have consistent results of customer satisfaction for the fourth year since we started the survey.  Most encouraging of all, is that we have seen the Net Promoter Score of our new policyholders transacting directly with us increase by four points rising from 52 in 2012 to 56 in 2013.

"Word of mouth continues to be an important source of referrals - those who know the Society appear to sing its praises and the key attributes associated with Foresters continue to be friendliness, trustworthiness and ethical values.

This is a great way to start 2014 which is the Society's 180th anniversary proving that we have a strong heritage behind a brand which really cares about its customers and puts them at the heart of all we do."

*The Survey was carried out amongst 335 customers using telephone interviews by independent research company, Marketing Means, between June to November 2013.

**Within the research, respondents were asked, on a scale of 0-10, how likely they are to recommend Foresters to friends and family (where 0= not at all and 10 = definitely).  There is an industry standard measure for weighting responses:

  • 9 & 10 = promoters
  • 7 & 8 = passives
  • 0 - 6 =detractors

By deducting detractors from promoters, the Net Promoter Score (NPS) is calculated.  The NPS can range from -100 to +100.  Any positive score is good, and a score above 30 is considered excellent.