© FSAI FSAI Advice-Line Evaluation Survey of Advice-line and Query Users and Mystery Shopper Measurement Evaluation carried out by by Insight Statistical Consulting November 2014

© FSAI How was the Evaluation carried out? Survey of advice-line users looking at phone and contact Mystery Shopper –Advice-line contacted by agents using 30 different scenarios. Contact was made via , phone and letter

© FSAI Survey of Advice-Line Users: User Profile

© FSAI Survey of Advice-Line Users: User Profile Survey Sample Sizes Cross section of respondents, close to known population parameters Awareness of low sample sizes for certain sub-groups

© FSAI Survey of Advice-Line Users: Overall Experience High level of satisfaction with FSAI handling of request (80%) Satisfaction was highest for Caterers (96%) and lowest for Consumers (58%)

© FSAI Survey of Advice-Line Users: Overall Experience Similar level of overall satisfaction with previous evaluation in 2012 Improvement in satisfaction with handling queries since the previous evaluation

© FSAI Survey of Advice-Line Users: Overall Experience Net Promoter Score: Likelihood to recommend and is calculated by comparing proportion of promoters and detractors and is commonly used by call centre service providers Responses are divided into 11 point scale and proportion of detractors are subtracted from promoters. A positive score is deemed good.

© FSAI Survey of Advice-Line Users: Overall Experience High proportion of promoters in catering cohort (79%) A higher proportion of consumers are detractors (43%) than promoters (41%)

© FSAI Survey of Advice-Line Users: Overall Experience Similar level of overall NPS to previous evaluation

© FSAI Survey of Advice-Line Users: Overall Experience Reasons why the Advice Line would not be recommended*: User felt they were being “fobbed off” or response was too clinical Didn’t get a direct answer to query Slow response time * 21% of all respondents were detractors, i.e. 0 to 6 on 11-point scale of likelihood to recommend

© FSAI Survey of Advice-Line Users: Detailed Survey Results Approximately half of all respondents indicated that they made more than one contact with advice line in past 12 months Manufacturers/ Processors are more likely to make contact more than once

© FSAI Survey of Advice-Line Users: Detailed Survey Results Caterers are more likely to contact FSAI via telephone

© FSAI Survey of Advice-Line Users: Telephone Calls Call to advice line was generally answered (93% overall) Lowest for Consumers (80%)

© FSAI Survey of Advice-Line Users: Telephone Calls Staff members generally identify themselves on answering A manufacturer/ processor is more likely to be placed on hold during a call

© FSAI Survey of Advice-Line Users: Telephone Calls Over two-thirds of calls to advice line are fully resolved during first call Over nine-in-ten calls made by catering cohort are fully resolved during first call

© FSAI Survey of Advice-Line Users: Telephone Calls Over two-thirds of calls to advice line required information Manufacturers or processors were most likely to require information

© FSAI Survey of Advice-Line Users: Telephone Calls Where information was required, caterers were most satisfied and consumers were least satisfied with various aspects

© FSAI Survey of Advice-Line Users: Telephone Calls FSAI staff achieved high levels of satisfaction from callers to advice line Relatively low satisfaction for ‘ability to answer the query’ from consumers and manufacturers/ processors

© FSAI Survey of Advice-Line Users: Telephone Calls Nearly three-quarters of all callers to advice line were satisfied with the length of time to resolve query Relatively low satisfaction for consumers and manufacturers/ processors

© FSAI Survey of Advice-Line Users: Nearly two-thirds of s to advice line are fully resolved Over nine-in-ten s made by catering cohort are fully resolved Consistent with results from telephone calls

© FSAI Survey of Advice-Line Users: Where information was required, caterers were most satisfied and consumers were least satisfied with various aspects Consistent with results from telephone calls

© FSAI Survey of Advice-Line Users: FSAI staff achieved high levels of satisfaction from persons requesting advice via Relatively low level of satisfaction from consumers

© FSAI Survey of Advice-Line Users: Over two-thirds of all persons requesting advice via were satisfied with the length of time to resolve query Relatively low level of satisfaction from consumers

© FSAI Survey of Advice-Line Users: All Users Catering staff were most likely to hear about advice line from a health inspector Consumers and manufacturer or processor were most likely to hear about advice line from the FSAI website

© FSAI Survey of Advice-Line Users: All Users Manufacturers or processors are most likely to avail of FSAI publications, events or newsletters

© FSAI Survey of Advice-Line Users: All Users Manufacturers or processors are most likely to be subscribed to the FSAI newsletter or alerts

© FSAI Survey of Advice-Line Users: All Users Over nine-in-ten respondents in receipt of an FSAI publication found it useful

© FSAI Survey of Advice-Line Users: All Users Specific Topics for Future FSAI Publications Consumers: Evidence of enforcement  Caterers:  Food allergens  Manufacturers or Processors:  Food labelling guidelines  Training courses

© FSAI Survey of Advice-Line Users: All Users Advice and User Feedback Keep doing what you’re doing Automatic receipt containing expected response time (as per charter) Some times of day/week are more difficult to get through to advice line by telephone Summarise position of queries involving multiple contacts so that query can be fully resolved and closed Enable a tracking system with unique ID for each query which links calls or s and allows advice line to view a summary of progress to date Improve response times to resolve query

© FSAI Mystery Shopping of Advice-Line 36 scenarios were provided by FSAI covering a range of telephone calls and s from various cohorts Measurement was structured to cover multiple aspects of the query response including; Charter Criteria Response Content Information and Delivery Approach and Disposition

© FSAI Mystery Shopping of Advice-Line

© FSAI Mystery Shopping of Advice-Line Mystery Shopping Summary Excellence achieved across all aspects Response content improved since previous evaluation in 2012 Some evidence of difficulty getting through to a person on advice line Overall 92% Charter Criteria 94% Approach and Disposition 94% Response Content 91% Information and Delivery 91%

© FSAI Conclusions High levels of satisfaction were achieved from survey and mystery shopping which is consistent with previous evaluation in 2012 Satisfaction is highest among caterers who typically have been directed to the advice line by a health inspector with a routine request Consumers have a greater range of requests and their high expectations can translate into lower satisfaction and less likelihood to recommend Manufacturers and processors have more in-depth requests of the advice line and engage more with FSAI through their publications, events and newsletter Some suggestions on how to improve the service are put forward (e.g. query tracking system) along with ideas for future newsletters (e.g. Food allergens, labelling and training)

© FSAI