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© 2009 HARDING & YORKE THE LIST: 1- 4105 THE EMPATHY LEAGUE TABLE COMPANY COMMENTARY: Life Insurance Standard Life has consolidated their position at the top as we suspected and L& G, RBS and Sainsbury's Bank have all done well with rises of 3, 4 and 5 places respectively. Direct Line has dropped 4 places in Empathy and 2 in Process which leads to some concern although the biggest worry has to be Tesco - last in Empathy again but also drops 4 places in Process. Another company on a downward cycle is Virgin Money ( despite highest placed individual) dropping 2 places in Empathy and 4 in Process. Biggest winner in this report for the industry is Sainsbury's Bank which leads the Process element with an increase of 5 places and 5 in Empathy to rank 4th. Home Insurance The biggest risers in Empathy are Britannia and Direct Line who are both up 5 places and are now 3rd and 8th respectively. ING has again taken top spot from CIS although this may have been at the expense of their Process ranking which drops 3 places. The biggest disappointment in the industry is Nationwide which has dropped 8 places in Empathy and 9 in Process leaving it 9th and 11th respectively. Their early 2008 initiatives clearly weren't sustainable and Esure's problems continue and they now take bottom spot in both Empathy and Process. MEASURERANK continued on page 7 Good feelings created above 6.5 RANKCOMPANYINDUSTRYDATENEXTEMPATHYCHANGE 1PruhealthHealth InsuranceSept- 08Mar- 097.00 2HSAHealth InsuranceSept- 08Mar- 096.95 3BUPAHealth InsuranceSept- 08Mar- 096.94 4Standard LifeLife InsuranceOct- 08May- 096.912 5TescoHealth InsuranceSept- 08Mar- 096.8 6Lands' EndCatalogue ClothingJun- 08Jan- 096.771 7Phones 4uMobile PhonesAug- 08Feb- 096.731 8first directTelephone BankingSept- 08Apr- 096.704 9BodenCatalogue ClothingJun- 08Jan- 096.691 10The Co- operative BankCredit CardsSept- 08Apr- 096.6847 11= British GasGas & ElectricNov- 06TBC6.67 11= Legal & GeneralLife InsuranceOct- 08May- 096.6723 11= Co- operative InsuranceMotor InsuranceJul- 08Jan- 096.67 14Marks & SpencerLoansNov- 08Jun- 096.666 15= BritanniaSavingsOct- 08May- 096.635 15= Alliance & LeicesterTelephone BankingSept- 08Apr- 096.636 17T- MobileMobile PhonesAug- 08Feb- 096.624 18RBSLife InsuranceOct- 08May- 096.6128 19= ING DirectHome InsuranceNov- 08Jun- 096.6011 19= ING DirectMortgagesJul- 08Feb- 096.605 21Virgin MoneyTravel InsuranceMay- 07TBC6.575 22= Lloyds TSBCredit CardsSept- 08Apr- 096.565 22= Standard LifeHealth InsuranceSept- 08Mar- 096.565 22= DialaphoneMobile PhonesAug- 08Feb- 096.565 25= Fat FaceCatalogue ClothingJun- 08Jan- 096.555 25= Sainsbury's BankLife InsuranceOct- 08May- 096.5579 25= TescoMortgagesJul- 08Feb- 096.555 25= Marks & SpencerMotor InsuranceJul- 08Jan- 096.555 29= CISHome InsuranceNov- 08Jun- 096.542 29= Norwich Union DirectLife InsuranceOct- 08May- 096.5412 31= Virgin MoneyLife InsuranceOct- 08May- 096.5311 31= Chelt'm & GloucesterMortgagesJul- 08Feb- 096.535 33BritanniaLoansNov- 08Jun- 096.522 34BritanniaHome InsuranceNov- 08Jun- 096.5160 35= HalifaxTelephone BankingSept- 08Apr- 096.5053 35= The Co- Operative BankTelephone BankingSept- 08Apr- 096.5062 35= Lloyds TSBTelephone BankingSept- 08Apr- 096.5088 38= Marks & SpencerCatalogue ClothingJun- 08Jan- 096.497 38= Scottish WidowsLife InsuranceOct- 08May- 096.4923 38= RACMotor InsuranceJul- 08Jan- 096.497 41Standard Life BankMortgagesJul- 08Feb- 096.487

YOUR EMPATHY PROPHET T - ISSUE 3/ FEBRUARY 2009 06INDUSTRY RANKINGS OCT 2008EMPATHYRANKCHANGE Britannia6.631 ING Direct6.462 first direct6.41= 3 Sainsbury's Bank6.41= 3 Lloyds TSB6.40510 Halifax6.3862 Bradford & Bingley6.3472 Abbey6.3381 Standard Life6.3292 HSBC6.31102 Nationwide6.29112 NatWest6.17126 RBS6.12131 Tesco6.05147 Alliance & Leicester5.96151 Barclays5.91161 Egg5.85177 OCT 2008PROCESSRANKCHANGE Bradford & Bingley8.7612 Britannia8.7122 Halifax8.6533 NatWest8.4843 Sainsbury's Bank8.4751 ING Direct8.46= 65 RBS8.46= 61 Standard Life8.46= 63 first direct8.4491 HSBC8.29102 Barclays8.2711 Egg8.26121 Nationwide8.23133 Tesco8.09146 Abbey8.00151 Lloyds TSB7.57161 Alliance & Leicester7.5617 SAVINGS LOANS JUNE 2008EMPATHYRANKCHANGE Marks & Spencer6.661 Britannia6.522 AA6.433 Co- operative Bank6.4241 Asda6.375NEW Sainsbury's Bank6.2561 Tesco6.1872 Alliance & Leicester6.1681 HSBC6.0694 Nationwide6.0310 Abbey6.0211 first direct5.9812 RBS5.95135 Halifax5.8814 Barclays5.7115 JUNE 2008PROCESSRANKCHANGE AA8.6112 Britannia8.5923 Marks & Spencer8.53= 31 Asda8.53= 3NEW Alliance & Leicester8.3152 Abbey8.28= 63 Nationwide8.28= 65 Sainsbury's Bank8.2681 Tesco8.09= 94 Halifax8.09= 93 RBS7.97113 HSBC7.88121 first direct7.79133 Barclays7.7714 Co- operative Bank7.7315 Yet another industry on the way up. We note an industry increase in both Empathy and Process with the former improving to its best score to- date. I am particularly pleased to note that the welcoming has improved both in the initial words of the greeting and for the rest of the call. The Process score has also improved steadily although there is still some way to go before it overtakes the score of Oct' 06. This is not much of a worry as it is a good score and it is difficult to differentiate on process alone. Many of the Empathy elements have only marginally improved and these could still slip back. One of the better improvements is in the ' Personalistion of the Experience' and the ' Appreciation of our Emotional Needs'. Areas with only the slightest of marginal improvements include ' Honesty' and ' Relationship' and these are the areas to watch. The highest Empathy score in this report was 8.36 ( Halifax) and the worse on was 4.21 ( Barclays). Oh dear! All the praise lavished on the industry in the last report seems to have been misplaced. A drop in both Empathy and Process implies that the industry has fallen back. Particularly disappointing is ' Process' which has fallen to the worst score so far. Empathy has only fallen back marginally but the individual scores would imply that this might be endemic. Concentration seems to have been on finding out and dealing with our physical needs as well as the close. ' Empowerment' and ' Pride & Belief' both seem to be up so it seems the problem may rise in the targets and reward mechanisms being set. Offering Unique Reasons to do Business has dropped to only 5% - the worst score in the industry history. Interestingly our belief in the reasons offered has increased considerably. A poor industry report and seemingly against the general trend ( see other industries). The highest ranked individual scored an OK 7.96 ( M& S) and the lowest a poor 3.5 ( Barclays).