The consumer
as customer
One of the fastest growing parts of Experian is our Interactive
business, which offers direct services to millions of consumers.
We therefore have a strong commercial and social obligation to ensure
that those using our services get quality products at a fair price,
and are treated well. We carefully measure the consumer’s
experience in a number of ways:
- We ask a proportion of customers to complete a 72-hour-post-order
satisfaction survey and track the results carefully.
- About 10% of all visitors receive a website satisfaction survey
which is administered by a third party who then supplies us with
the results which we use to improve our service.
- We have a customer care department that is reachable via phone,
e-mail or chat room and fields about 7,500 questions a month.
- We commission independent market research among our customers
and lapsed customers to understand their experience of our service.
- We convene online panels of users to sign-up, use the service,
contact customer services, cancel, re-join etc in a digital version
of the traditional ‘mystery shopper’ model to provide
us with feedback, including an understanding of the usability
of our websites.
- We carefully measure the number of people who renew their subscription
to our services.
- Finally we track complaints and comments from third-party agencies
who rate our performance. In 2006, in the US, we achieved a rating
of BBB with the Better Business Bureau.
We also carefully profile the people who use our online service,
using our own tools, to help us understand their motivations and
needs. We find that many are already very "credit-savvy”
but others are motivated to see their credit report online by concerns
over security, fraud or high levels of debt.
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