MY CIPP
Market insight survey
Joanne Hudson ACIPP, CIPP’smarketingmanager , gives an overviewof the research that asks what YOUwant us to deliver
Introduction In early 2021, the CIPP conducted its annual market insight survey. As a membership organisation, it is vital for the CIPP to monitor the level of service it provides and the relevance of products it delivers to its members. Some of the key objectives of the 2021 survey were as follows: ● to monitor customer satisfaction levels via a net promoter score (NPS), using direct comparison to the previous year’s score ● to discover the appetite for online benefits, products and services ● to understand how the organisation can communicate to a younger membership base. Members of the CIPP, along with non- non-members, were invited to participate in the survey via News Online, email
The primary reason payroll professionals contact the CIPP is to use its Advisory Service
campaigns, social media and on the CIPP website. The survey received 602 responses in total. Customer satisfaction: NPS The NPS is used to establish the likelihood of customers recommending the CIPP to friends and colleagues. This was the second time the NPS has been used within the Market Insight Survey. In the 2020 survey, the NPS was 48. The score from the 2021 survey was 59 – a vast improvement. An NPS of 59 is considered ‘excellent’ and we will aim to reach a score of 70, classed as
‘exceptional’, over the course of the next few years. Customer service is key to the success and operation of the CIPP for all its members and service users. Throughout the pandemic, we have strived to keep payroll professionals up to date with ever- changing legislation and guidelines. We have ensured our customer-facing teams are available to communicate with and assist the payroll profession in keeping the UK paid. (see fig 1) Key issues facing the profession and how the CIPP can help Although we are aware the coronavirus pandemic was, and still is, the main issue facing the profession (46% of the 535 respondents to this question stated this as their main concern), it was interesting to see what the other primary areas of concern were. They were as follows: ● maintaining up to date knowledge and skills ● off-payroll working (IR35) ● holiday pay ● payrolling benefits in kind. To assist the payroll profession with these concerns, we created our BeKnowledgeable webinar sessions. These
Fig. 1
| Professional in Payroll, Pensions and Reward | October 2021 | Issue 74 12
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