21 September 2021
Joanne Hudson ACIPP, CIPP’s marketing manager, gives an overview of the research that asks what YOU want us to deliver
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 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)
payrolling benefits in kind. To assist the payroll profession with these concerns, we created our BeKnowledgeable webinar sessions. These sessions were approximately an hour long and free to attend for all membership levels. They were hosted by members of the policy team.
The webinars focused on a range of topics, including those listed above, and were designed as a fast and accessible way to improve knowledge and skills. They also presented the opportunity for members to ask the policy team any questions they may have had. Approximately 3,000 people registered to attend these sessions, and more are planned in the near future.
Your main reasons for contacting the CIPP
The primary reason payroll professionals contact the CIPP is to use its Advisory Service. An overwhelming 65% of respondents confirmed this. There was a surge in demand for the service during the pandemic, as the team saw an increase of 56% to queries in 2020 and of 15% in 2021 when compared to figures taken from March to August 2019.
The Advisory Service was also identified as the most frequently used benefit in 2020. The team recently recruited a new member, as Karen Wareham joined in April 2021 to help ensure queries were answered as quickly and accurately as possible.
The Payroll Reference Book
The Compact Payroll Reference Book was introduced in 2019 as a membership benefit for associate, full, Chartered and fellow members. In 2020, when asked how the book could be improved, you told us you’d like the book to be bigger. Eager to improve our online and digital offerings, we asked how many people would be interested in an online version of the book. A huge 77% of respondents stated they would be interested.
This has now been actioned, based on your feedback. Associate members and above can now access the newly titled Payroll Reference Book online via the Member Offers section of the website.
A huge thank you to those of you (95%) who stated that the magazine content is relevant to your role. We are continuing to explore new topics and areas of discussion for inclusion in the magazine. Should you have any suggestions you’d like to share, then please email [email protected]
There were varied comments relating to the printed and the online version. Some respondents commented how much they enjoy the printed version and that they share it with colleagues, whilst others stated they prefer to read it online and want to reduce their impact on the environment. We will continue to explore the various options available and will communicate any changes as and when appropriate.
New to the profession
One of the objectives of this survey was to assess our customer base and to explore how we can attract a ‘new to the payroll industry’ audience. From the survey results, we can see that approximately 70% of the respondents have been in the profession between ten and twenty years. Only approximately 10% of respondents confirmed they had been in the industry for a period between less than six months and five years.
For the CIPP to assist those new to the industry, we need to be able to communicate our services to them. With this in mind, we have created a series of new brand awareness and marketing campaigns, targeting those who are new to the industry. We are also in the process of expanding our reach across social media channels. 43% of respondents to the question revealed they currently follow us on social media. The aim is to improve this figure over the next year, ensuring we are reaching a wider audience.
Thank you to all of you who took the time to participate in the survey and help us understand our customer base and its needs in more detail.
The 2021/22 market insight survey will be created over the next few months, and we will, once again, be asking for your invaluable input on our products, services and plans.
Featured in the October 2021 issue of Professional in Payroll, Pensions and Reward. Correct at time of publication.