MY CIPP
Market Insight Survey results How is the CIPP performing in its role of serving the payroll profession?
A s a membership organisation, it’s vital for the CIPP to monitor the level of service and relevance of the products we provide to you, our members. The main objectives of the 2022 survey were to: ● measure customer satisfaction and evaluate the customer experience ● review existing products, services and business areas to establish those the members value, and where there’s room for improvement in 2022/23 ● provide a ‘picture’ of our membership base and investigate the issues faced within the industry, to communicate more effectively ● assist the CIPP’s management team and board with collating 2022/23 business plans. Both CIPP members and non-members were invited to participate in the survey via News Online , marketing emails, social media and the CIPP website. The survey received 379 responses in total. This article will provide insight into the results from the Market Insight Survey , and our plans for improvement as a direct result of your feedback. To measure customer satisfaction and evaluate the customer experience To gain an insight into how we’re performing, we asked how likely it would be that you would recommend the CIPP to a friend or colleague, to provide us with a net promoter score (NPS). An NPS is an index ranging from -100 to 100 that measures the willingness of customers to recommend products or services. It’s generally recognised that a score of 50 or more is ‘good’. Encouragingly, the NPS for the CIPP, based on those who completed this survey, is 58. The questions throughout
the Market Insight Survey then sought to gain further insight into the score and identify the areas we excel in, as well as areas to improve. As one of our main objectives was to measure customer satisfaction and evaluate the customer experience, we also asked respondents to confirm whether they’d been in contact with the CIPP over the last 12 months, and if so, to rate that experience. It was great to see that those who’ve been in contact with us over the last 12 months rated us an impressive 4.5 out of five stars. We wanted to explore further, and specifically ask about our Advisory Service, as call volumes to the team have increased significantly over the last few years. It was pleasing to see the Advisory Service also scored highly, with an average 4.5 out of five stars. Our website is one of the main channels we use to reach our members, and therefore an important communication tool for keeping you informed of what’s available to you, and what we’re doing on your behalf. We asked how often you use the website and, encouragingly, most of you are visiting the site regularly. See Figure 1. Although News Online is sent weekly and links to news items are posted on our website, it’s worth visiting the site to find out more about benefits available to you, such as: ● the BeKnowledgeable webinars, which are free to members ● new benefits through partners, such as Croner Navigate and Totum Pro. We’ll continue to invest in our website. We’re integrating it within our customer relationship management (CRM) software and learning portals to improve member experience. More information on this will be announced in due course.
Vickie Graham DipM ACIM ACIPP, business development director at the CIPP discusses the results of the survey that asks how you rate the products and services offered by the Institute
| Professional in Payroll, Pensions and Reward | July - August 2022 | Issue 82 8
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