1. NPS Customer Satisfaction Survey
January 2012 1

2. NPS – January 2012
The Net Promoter® Score (NPS) is a positive +28; ‘Promoters’ mention satisfaction with service and products as the main reasons for their likelihood to recommend, while ‘detractors mention price related issues.
Net Promoter® Score (%)
Main Reason for being a…
… ‘Promoter’
… ‘Detractor’
Scotland
Overall satisfaction with the service and products
Price related issues AND
Delivery time issues
West
Price related issues
East
North
NPS: 28 32 31 21 32
Executive: Reasons for being a ‘Detractor’ (%)
Executive: Reasons for being a ‘Promoter’ (%)
The East’s NPS is significantly lower than that of the North 2
Source of Data : Brake/Facts International. 1,000 customer interviews completed 3-9 Jan Subsequent waves to consist of 1,500 interviews

3. Appendix 3

4. Contents NPS: Brakes v. competitors Slides Introduction 3
Net Promoter® Score (NPS) 4
Alerts 5
Satisfaction with service aspects
Sales & Products 6
Depot
7 to 10
Telesales
11 to 13
NPS: Brakes v. competitors 14
Future Intentions 15
Appendices
17-18 4

5. Introduction
This report illustrates the views from a sample of current customers.
1,000 current customer telephone interviews were achieved between the 3rd to 9th January.
In this report results are being analysed at a total level and have also been segmented by the four independent Divisions.
Customers who have answered don’t know or not applicable have been excluded from the analysis from a particular question.
Results will be shown via a reportal from February onwards, which may contain different charts and formatting.
Additional points to note:
The total data includes 54 additional responses from Neil Hanrahan’s (National) customers which is not shown at regional level.
Data for the Telesales teams and Depots are provided in this report but should be treated as indicative at this time. By the end of period 2, sufficient interviews will have been completed to provide more robust data at this level. 5

6. SALES & PRODUCTS
SATISFACTION
The largest independents (‘A’s) are significantly more satisfied that sales reps are suggesting products and ideas to grow their business than are smaller band C customers. In addition, significantly fewer customers are, on average, satisfied that Brakes’ products are value for money compared with their range and quality.
Total: Satisfaction with… (%)
Division: Satisfaction with… (%)
Extremely dissatisfied
Extremely satisfied
Scotland
West
East
North
Average
SALES (A to C CLIENTS ONLY)*
7.1
6.9
7.6
6.7
7.2
Average band A = 7.9; band B = 7.3; band C = 6.7
8.4
8.7
8.4
8.3
8.6
PRODUCTS
8.6
8.4
8.3
8.5
8.4
8.0
7.9
7.5
7.8
7.8
*Total does not include ‘Neil Hanrahan’s (National) customers’ 6

7. DEPOT
SATISFACTION
Customers are very positive in respect to Brakes’ deliveries; a minority of customers (12%) are less satisfied with not always receiving the products they ordered (with significantly more customers in the East than the North providing a 0-6 rating).
Total: Satisfaction with Delivery for… (%)
Division: Satisfaction with Delivery for… (%)
Extremely dissatisfied
Extremely satisfied
Scotland
West
East
North
Average
8.7
9.0
8.9
8.5
8.8
9.0
9.3
9.1
8.8
9.2
8.9
9.2
9.1
8.8
9.0
8.9
8.9
8.7
8.9
8.8
8.3
8.4
8.1
8.5
8.3 7

8. Highest & Lowest Depots (based on Score*)
SATISFACTION
There is considerable variation in customer perceptions between the highest and lowest scoring depots on each of the key service elements.
At depot level the satisfaction with the accuracy of products delivered compared to what was ordered varies the most. Indications are that Glasgow is the best performing depot while Coventry, Thorpe & Corby had the lowest, but not low, ratings for specific aspects of the delivery service. At Executive level approaching two in every three customers gave a high satisfaction rating for overall service (9 or 10)…
Highest & Lowest Depots (based on Score*)
Drivers are friendly & helpful
Condition of goods when arrive
Drivers are efficient
Overall service
Always deliver products ordered
Score*:
+86
+40
+86
+26
+85
+34
+77
+20
+71
-20
Extremely satisfied
Extremely dissatisfied
*Score is calculated by subtracting the % answering 0 to 6 from the % answering 9 to 10 8

9. Overall Service: Satisfaction with Northern Depots (%)
Overall satisfaction varies by depot in the North, but on balance, considerably more customers are satisfied than dissatisfied with the delivery service they receive. Runcorn had almost twice as many customers giving a ‘9’ or ‘10’ rating compared with Coventry.
Overall Service: Satisfaction with Northern Depots (%)
Score:
+77
+76
+71
+71
+68
+65
+64
+64
+63
+61
+56
+55
+51
+50
+44
+20
Extremely satisfied
Extremely dissatisfied
*Score is calculated by subtracting the % answering 0 to 6 from the % answering 9 to 10 9

10. Overall Service: Satisfaction with Southern Depots (%)
Most Southern depots receive lower, but not low, satisfaction scores compared with the Northern depots. Eastleigh had almost twice as many customers giving a ‘9’ or ‘10’ rating compared with Premier Park.
Overall Service: Satisfaction with Southern Depots (%)
Score*
+69
+62
+59
+57
+56
+55
+55
+48
+45
+45
+37
+25
Extremely satisfied
Extremely dissatisfied
*Score is calculated by subtracting the % answering 0 to 6 from the % answering 9 to 10 10

11. TELESALES
SATISFACTION
Customers are equally positive about Brakes’ telesales service as they are with their delivery service (both averaging 8.7). Customers in the East are significantly less positive about the telesales service when compared with customers in the North and West regions.
Executive: Satisfaction with Telesales for… (%)
Division: Satisfaction with Telesales for… (average)
Extremely dissatisfied
Extremely satisfied
Scotland
West
East
North
Average
8.7
8.8
8.9
8.5
8.8
8.2
8.3
8.5
8.1
8.3
8.1
8.2
8.3
8.1
8.2
7.7
8.1
7.8
8.1
7.9 11

12. Highest & Lowest Telesales Centre (based on Score*)
SATISFACTION
There is considerable variation in customer perceptions between the highest and lowest scoring Teleservice teams on each of the key service elements.
At depot level the satisfaction with the accuracy of products delivered compared to what was ordered varies the most. Indications are that Glasgow is the best performing depot while Coventry, Thorpe & Corby had the lowest, but not low, ratings for specific aspects of the delivery service. At Executive level approaching two in every three customers gave a high satisfaction rating for overall service (9 or 10)…
Highest & Lowest Telesales Centre (based on Score*)
Overall service
Kept up to date about relevant promotions
Always suggest relevant products
Products always available when ordering
Score*:
+71
+25
+58 -6
+49 -2
+47 +5
Extremely satisfied
Extremely dissatisfied
*Score is calculated by subtracting the % answering 0 to 6 from the % answering 9 to 10 (figures may differ slightly due to rounding of decimal place 12

13. Overall Service: Satisfaction with Telesales Teams (%)
Overall satisfaction varies by telesales team; three out of every four customers calling the Leeds sales team gave a rating of 9 or 10, almost double that of customers calling the Tamworth team.
Overall Service: Satisfaction with Telesales Teams (%)
Score*
+71
+68
+67
+66
+61
+57
+53
+53
+52
+50
+49
+45
+41
+41
+25
Extremely satisfied
Extremely dissatisfied
*Score is calculated by subtracting the % answering 0 to 6 from the % answering 9 to 10 13

14. COMPETITORS
Approaching five out of every six customers surveyed use other major suppliers; almost half of whom consider Brakes their main supplier. The more customers rely on Brakes, the more likely they are to recommend Brakes.
Net Promoter® Score
NPS:
+28
+37
+41
+12
+28
While the competitors’ NPS among customers who do not consider Brakes as their main supplier matches that of Brakes (+28), the top two competitors’ NPS are each considerably lower than that of Brakes:
Top two competitors
(% based on those who use a competitor)
3663: 10%; NPS = + 8
Booker: 6%; NPS = +18 14

15. NPS by future intentions (%) Value of orders among 0-20% (%)
Customers who anticipate future business with Brakes will decrease are far less likely to recommend Brakes, as too are smaller customers where Brakes has less than 20% share of wallet. One in every twenty independent customers are in the lowest share of wallet band and anticipate business with Brakes will decrease.
Value of orders (%)
Share of Wallet (%)
+42
+41
+24
+46 -4
Key: Figures in white box are NPS; figures outside pie are % share of wallet
NPS by future intentions (%)
Value of orders among 0-20% (%)
NPS:
+ 4
+ 32
+ 38
+24
-47 +1
Key: Figures in white box are NPS; figures outside pie are % value of order among customers in lowest share of wallet band 15

16. Number of interviews on which the data is based
APPENDIX
Questions and bases
83% of Brakes’ customers surveyed use other major suppliers; almost half of whom (48%) consider Brakes their main supplier. Customers whose main supplier is a company other than Brakes gave an identical NPS rating overall to that provided for Brakes (+28). However, there are differences in the Brakes NPS depending upon whether or not Brakes is the solus supplier (+37), main (+41) or secondary supplier (+12).
Slide
Question/questions
Number of interviews on which the data is based 4
Q1: How likely would you be to recommend BRAKES to a friend or colleague in the hospitality industry on a scale of 0 to 10?
Total (994), Scotland (142), West (242), East (325), North (231). Q2aii/Q2bi: Why do you say that? Detractor (45 Total, 8 Scotland, 6 West, 20 East, 7 North). Promoter (336 Total, 51 Scotland, 92 West, 101 East, 80 North) 6
Q6: Now thinking about your area sales rep, how satisfied are you..?
Q7: Thinking now about your satisfaction with Brakes products, overall how satisfied are you…? Quality products / Range of products / Value for money
Q6: Total (427), Scotland (79), West (99), East (148), North (101).
Q7: Quality products (998 Total, 142 Scotland, 243 West, 326 East, 233 North). Range of products (995 Total, 141 Scotland, 244 West, 324 East, 232 North). Value for money (993 Total, 142 Scotland, 244 West, 325 East, 228 North) 7
Q5: Now thinking about the delivery service how satisfied are you with..? Overall Service / Friendly & helpful / Efficient / Deliver products / Condition of goods
Q5: Overall Service (983 Total, 141 Scotland, 234 West, 323 East, 231 North). Friendly & Helpful (961 Total, 137 Scotland, 229 West, 318 East, 226 North). Efficient (973 Total, 141 Scotland, 232 West, 319 East, 228 North). Deliver products (982 Total, 140 Scotland, 234 West, 323 East, 231 North). Goods Condition (982 Total, 141 Scotland, 233 West, 323 East, 231 North) 8
Q5: Now thinking about the delivery service how satisfied are you with..? Overall Service / Friendly & Helpful / Efficient / Deliver products / Goods Condition
Q5: Overall Service (35 Runcorn, 35 Coventry). Friendly & Helpful (36 Leeds, 34 Thorpe). Efficient (34 Glasgow, 34 Thorpe). Deliver products (34 Manchester, 35 Coventry). Goods Condition (35 Runcorn, 35 Coventry). 9
Q5: Now thinking about the delivery service how satisfied are you with..? Overall Service
Q5: 34 Glasgow, 35 Runcorn, 38 Peterlee, 34 Manchester,31 Bodelwyddan, 36 Dundee, 39 Inverness, 35 Montgomery, 38 Motherwell, 36 Hemsworth, 35 Tamworth, 38 Durham, 38 Leeds, 34 Newark, 36 Thetford, 1 Corby, 35 Coventry 10
Q5: 34 Bodmin, 35 Eastleigh, 35 Highbridge, 34 Bristol, 36 Chelmsford, 25 Redhill, 36 Bishops Stortford, 33 Swindon, 36 Brighton, 35 Aylesford, 35 Thorpe, 36 Premier Park 16

17. Number of interviews on which the data is based
APPENDIX
Questions and bases
83% of Brakes’ customers surveyed use other major suppliers; almost half of whom (48%) consider Brakes their main supplier. Customers whose main supplier is a company other than Brakes gave an identical NPS rating overall to that provided for Brakes (+28). However, there are differences in the Brakes NPS depending upon whether or not Brakes is the solus supplier (+37), main (+41) or secondary supplier (+12).
Slide
Question/questions
Number of interviews on which the data is based 11
Q4: Now thinking about the service you receive from Brakes telesales team how satisfied are you with..? Overall Service / Products Available / Kept up to date / Suggest products
Q4: Overall Service (974 Total, 143 Scotland, 240 West, 314 East, 225 North). Products Available (976 Total, 143 Scotland, 240 West, 315 East, 225 North).. Kept up to date (954 Total, 138 Scotland, 238 West, 309 East, 219 North). Suggest products (952 Total, 134 Scotland, 237 West, 310 East, 221 North). 12
Q4: Overall Service (59 Leeds, 52 Tamworth). Products Available (30 Smethwick, 65 Ashford). Kept up to date (60 Highbridge, 63 Ashford). Suggest products (59 Leeds, 51 Tamworth). 13
Q4: Now thinking about the service you receive from Brakes telesales team how satisfied are you with..? Overall Service
Q4: Overall Service (61 Highbridge, 68 Bristol, 59 Leeds, 66 Broxburn, 69 Durham, 85 Runcorn, 57 Hemsworth, 84 Chelmsford, 30 Smethwick, 77 Glasgow, 25 Thorpe, 85 Swindon, 92 Brighton, 64 Ashford, 52 Tamworth). 14
Q1: How likely would you be to recommend BRAKES to a friend or colleague in the hospitality industry on a scale of 0 to 10? Total / Brakes only supplier / Brakes main supplier for multi-supplier customers / Brakes secondary supplier
Q12: How likely would you be to recommend competitor to a friend or colleague the hospitality industry on a scale of 0-10, where 0 is not at all likely and 10 is extremely likely? Competitor main supplier (436)
Q1: Total (1,000), Brakes only supplier (167), Brakes main supplier for multi-supplier customers (398), Brakes secondary supplier (435).
Q12: Competitor main supplier (436). 15
Q11: What percentage of your food buying currently goes to Brakes? Total / 0-20 / / / /
Q8: Over the next three months, do you expect that the value of orders you place with Brakes will increase, decrease or remain the same? Total / Scotland / West / East / North / Decrease / Remain the same / Increase
Q11: Total (978), 0-20 (236), (198), (194), (219), (131).
Q8: Total (954 total, %), Scotland (134), West (234), East (311), North (222), Decrease (166 total, %), Remain the same (574 total, %), Increase (214 total, %). 17