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© 2009 HARDING & YORKE COMPANY COMMENTARY: Credit Cards Morgan Stanley has been taken out of the list and American Express has been added. The clear winner has to be Tesco who have risen by 12 places in both Empathy and Process. This has raised them up the table to # 3 in Empathy and # 1 in Process - obviously something dramatic has happened here! MBNA is another winner - moving up in both categories. There is no company that has stayed in the same place so hopefully the industry is well and truly shaken up. Capital One should be congratulated for getting off the bottom for the first time and for rising 8 places in Process. Telephone Banking Yet again first direct tops the empathy chart but this time they have managed to re- claim the top- spot on the process chart too - well done. Very little movement elsewhere although we can see that Lloyds TSB rose 4 places in Empathy - unfortunately they remain second bottom in the process chart which rather dents any immediate celebration. Nationwide can also take some comfort in their Empathy ranking as they have risen 3 places but, they too, do badly in the Process chart being 4th from bottom. Baring in mind the other industries being reported in this YEP issue one should keep a wary eye on Barclays as they drop one place in Empathy and 5 in Process. However, the biggest disappointment in this industry is undoubtedly Abbey who have fallen 8 places in Empathy to bring up the rear and 4 places in Process bringing them below 8 on the scale. Clearly what they have done over the past year has not been sustained - despite a rise in the last report. THE LIST: 92- 13709 continued on page 11 MEASURERANK RANKCOMPANYINDUSTRYDATENEXTEMPATHYCHANGE 92= NationwideSavingsOct- 08May- 096.2955 92= Marks & SpencerTravel InsuranceMay- 07TBC6.2912 94= TescoLife InsuranceOct- 08May- 096.2849 94= Direct LineMotor InsuranceJul- 08Jan- 096.2810 96Kwik- Fit FinancialMotor InsuranceJul- 08Jan- 096.2710 97= Norwich UnionHome InsuranceNov- 08Jun- 096.257 97= Sainsbury's BankLoansNov- 08Jun- 096.2534 97= BarclaysMortgagesJul- 08Feb- 096.259 97= Cornhill DirectMotor InsuranceJul- 08Jan- 096.259 101NationwideTelephone BankingSept- 08Apr- 096.2434 102= Joe BrownsCatalogue ClothingJun- 08Jan- 096.2311 102= Nationwide BSMortgagesJul- 08Feb- 096.2311 102= BarclaysTelephone BankingSept- 08Apr- 096.238 102= RBSTelephone BankingSept- 08Apr- 096.2333 106= Intelligent FinanceTelephone BankingNov- 07DISC6.2212 106= HSBCTelephone BankingSept- 08Apr- 096.2217 106= CitibankTelephone BankingSept- 08Apr- 096.2229 109= Additions DirectCatalogue ClothingJun- 08Jan- 096.2011 109= LX Direct ( Littlewoods) Catalogue ClothingJun- 08Jan- 096.2011 109= esureMotor InsuranceJul- 08Jan- 096.2011 109= Direct LineTravel InsuranceMay- 07TBC6.2011 113= JD WilliamsCatalogue ClothingJun- 08Jan- 096.199 113= Virgin MoneyCredit CardsSept- 08Apr- 096.1938 113= AbbeyMortgagesJul- 08Feb- 096.199 113= TescoTravel InsuranceMay- 07TBC6.199 117= MBNACredit CardsSept- 08Apr- 096.189 117= TescoLoansNov- 08Jun- 096.1813 119= Next DirectoryCatalogue ClothingJun- 08Jan- 096.178 119= More Th> NHome InsuranceNov- 08Jun- 096.172 119= AdmiralMotor InsuranceJul- 08Jan- 096.178 119= NatWestSavingsOct- 08May- 096.1756 123= Sainsbury'sGas & ElectricNov- 06TBC6.1610 123= Alliance & LeicesterLoansNov- 08Jun- 096.1650 123= Halifax HBOSTravel InsuranceMay- 07TBC6.1610 126= American ExpressCredit CardsSept- 08Apr- 096.15NEW 126= HSBCCredit CardsSept- 08Apr- 096.1539 128= Cotton TradersCatalogue ClothingJan- 08DISC6.149 128= NationwideCredit CardsSept- 08Apr- 096.1434 128= Carphone WarehouseMobile PhonesAug- 08Feb- 096.149 128= first directMortgagesJul- 08Feb- 096.149 132= AAMotor InsuranceJul- 08Jan- 096.129 132= RBSSavingsOct- 08May- 096.1216 134= Littlewoods CompaniesCatalogue ClothingJun- 08Jan- 096.118 134= NatWestTelephone BankingSept- 08Apr- 096.1114 134= RBSTravel InsuranceMay- 07TBC6.118 137= Scottish Hydro ElectricGas & ElectricNov- 06TBC6.097 137= ASDAHome InsuranceNov- 07Disc6.097 137= TescoMotor InsuranceJul- 08Jan- 096.097 137= Waitrose - GreenbeeTravel InsuranceMay- 07TBC6.097

YOUR EMPATHY PROPHET T - ISSUE 3/ FEBRUARY 2009 INDUSTRY R10ANKINGS & AVERAGES RANKINDUSTRYDATEEMPATHYNEXT CAMPAIGN DUEMOVEMENT 1Health InsuranceSept- 086.69Mar- 09 2Life InsuranceOct- 086.53May- 09 3Home InsuranceNov- 086.37Jun- 092 4MortgagesJul- 086.36Feb- 091 5Telephone BankingSept- 086.31Apr- 092 6Mobile PhonesAug- 086.27Feb- 092 7SavingsOct- 086.26May- 093 8Motor InsuranceJul- 086.25Jan- 093 9Catalogue ClothingJun- 086.21Jan- 091 10LoansNov- 086.17Jun- 092 = 11Travel InsuranceMay- 076.15TBC = 11Gas & ElectricNov- 066.15TBC 13Credit CardsSept- 086.08Apr- 09 EMPATHY RANKED NEXT ISSUE In the next issue of YOUR EMPATHY PROPHET T we will be examining the following industries: PROCESS RANKED RANKINDUSTRYDATEPROCESSNEXT CAMPAIGN DUEMOVEMENT 1Life InsuranceOct- 088.71May- 091 2Health InsuranceSept- 088.65Mar- 091 3Travel InsuranceMay- 078.61TBC 4Motor InsuranceJul- 088.50Jan- 09 5Home InsuranceNov- 088.42Jun- 09 6MortgagesJul- 088.36Feb- 091 7Mobile PhonesAug- 088.33Feb- 091 8SavingsOct- 088.30May- 094 9Credit CardsSept- 088.24Apr- 09 10Catalogue ClothingJun- 088.23Jan- 09 11Telephone BankingSept- 088.22Apr- 09 12LoansNov- 088.18Jun- 097 13Gas & ElectricNov- 068.13TBC MOTOR INSURANCE MORTGAGES CATALOGUE CLOTHING HEALTH INSURANCE MOBILE PHONES