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© 2009 HARDING & YORKE THE LIST: 42- 9007 continued on page 9 COMPANY COMMENTARY: Savings The top four companies ( Britannia, ING, first direct and Sainsbury's Bank) have all consolidated their positions and the only real positive mover in the group is Lloyds TSB who are up 10 places at number 5th. However, their Process score ( 7.57) is getting very close to the 7.5 area where it becomes really noticeable and they are currently second to bottom. That spot is held by Alliance & Leicester for the second report in a row. Tesco is another one to watch as they have dropped 7 rankings in Empathy and 6 in process and they lie 14th in each table. Britannia are the real winners in this report by consolidating their top spot from three very competitive companies and rising 2 places in Process to take the 2nd place ranking. Loans There is very little movement in the table. ASDA has joined as a new company which should hopefully add some spice. The only real movers are HSBC ( up 4 places in Empathy to # 9) and RBS ( down 5 places in Empathy to # 13). Britannia has to be the industry winners in this report as they have consolidated their 2nd place in Empathy and managed to increase their process ranking by 3 places. Whilst M& S top the overall Empathy rankings they have dropped a place in the Process ladder. RBS is the one to watch as they have fallen in both tables (- 5 in Empathy and - 3 in Process). Barclays has to be the overall loser by consistently being in the bottom 2 in both tables. MEASURERANK RANKCOMPANYINDUSTRYDATENEXTEMPATHYCHANGE 42= OrangeMobile PhonesAug- 08Feb- 096.475 42= BarclaysTravel InsuranceMay- 07TBC6.475 44= Sainsbury'sHome InsuranceNov- 08Jun- 096.4633 44= ING DirectSavingsOct- 08May- 096.462 46= ChurchillHome InsuranceNov- 08Jun- 096.4545 46= Direct LineMortgagesJul- 08Feb- 096.456 48= AXA PPPHealth InsuranceSept- 08Mar- 096.447 48= RBSMortgagesJul- 08Feb- 096.447 48= The Co- operative BankMortgagesJul- 08Feb- 096.447 48= Bank of ScotlandTelephone BankingMay- 08Disc6.447 52= AALoansNov- 08Jun- 096.4313 52= Post OfficeMotor InsuranceJul- 08Jan- 096.437 54= HBOSLife InsuranceOct- 08May- 096.4216 54= Co- operative BankLoansNov- 08Jun- 096.429 56= BarclaysHome InsuranceNov- 07Disc6.418 56= Lloyds TSBHome InsuranceNov- 08Jun- 096.4121 56= AbbeyHome InsuranceNov- 08Jun- 096.41NEW 56= Alliance & LeicesterMortgagesJul- 08Feb- 096.418 56= Britannia BSMortgagesJul- 08Feb- 096.418 56= first directSavingsOct- 08May- 096.411 56= Sainsbury's BankSavingsOct- 08May- 096.411 63= Southern ElectricGas & ElectricNov- 06TBC6.4012 63= Norwich UnionHealth InsuranceSept- 08Mar- 096.4012 63= WPA DirectHealth InsuranceSept- 08Mar- 096.4012 63= Lloyds TSBSavingsOct- 08May- 096.4091 63= Lloyds TSBTravel InsuranceMay- 07TBC6.4012 68Direct LineHome InsuranceNov- 08Jun- 096.3958 69= NatwestLoansJun- 08Disc6.3812 69= ChurchillMotor InsuranceJul- 08Jan- 096.3812 69= HalifaxSavingsOct- 08May- 096.3811 69= ASDATravel InsuranceMay- 07TBC6.3812 73ASDALoansNov- 08Jun- 096.37NEW 74ThreeMobile PhonesAug- 08Feb- 096.3612 75= VodafoneMobile PhonesAug- 08Feb- 096.3512 75= HalifaxMortgagesJul- 08Feb- 096.3512 75= ZurichMotor InsuranceJul- 08Jan- 096.3512 78= TescoCredit CardsSept- 08Apr- 096.34109 78= NationwideHome InsuranceNov- 08Jun- 096.3451 78= Bradford & BingleySavingsOct- 08May- 096.3417 78= More Th> NTravel InsuranceMay- 07TBC6.349 82= npowerGas & ElectricNov- 06TBC6.3312 82= ASDAMotor InsuranceJul- 08Jan- 096.3312 82= AbbeySavingsOct- 08May- 096.332 85= TescoHome InsuranceNov- 08Jun- 096.3228 85= Standard LifeSavingsOct- 08May- 096.3232 87= Morgan StanleyCredit CardsApr- 08Disc6.3112 87= HBOSHome InsuranceNov- 08Jun- 096.3111 87= HSBCSavingsOct- 08May- 096.3143 90= direct lineLife InsuranceOct- 08May- 096.3056 90= HSBCMortgagesJul- 08Feb- 096.3013

YOUR EMPATHY PROPHET T - ISSUE 3/ FEBRUARY 2009 At last some positive movement in Empathy but not enough to get you off the bottom industry spot. A marginal decrease in Process can be discounted as it is only 0.01 ( statistical variance only really kicks in at 0.02). A lot of movement in the rankings means this generalisation will not apply to all. By far the most interesting point is the increase in the offering of ' Unique Reasons to do Business' with us and the corresponding way we feel about it - positive movements that bode well for the future! There is a significant change in the industry's approach to working in partnership with us ( the customer) and finding out our physical needs. Professionalism is the best it has been but does not include personalisation of the experience. Interestingly, there's no difference between the initial words of the greeting and how we feel about the rest of the call. These scores are still ' not good' so scripting is evidently prevalent. The best rated individual scored a very credible 8.82 ( The Co- operative Bank) proving that good empathy can be achieved in this market, but the worst score was a very poor 2.0 ( Barclaycard). 08INDUSTRY RANKINGS MARCH 2008EMPATHYRANKCHANGE Co- operative Bank6.681 Lloyds TSB6.5621 Tesco6.34312 Virgin Money6.1941 MBNA6.1852 HSBC6.15= 62 American Express6.15= 6NEW Nationwide6.1483 NatWest6.0293 Halifax - HBOS6.01= 102 M& S - & More6.01= 104 Sainsbury's Bank6.00122 Egg5.91134 Capital One5.85142 RBS5.78154 Barclaycard5.33163 CREDIT CARDS TELEPHONE BANKING MARCH 2008PROCESSRANKCHANGE Tesco8.71112 Sainsbury's Bank8.6122 Lloyds TSB8.5432 Capital One 8.4948 MBNA8.4453 Virgin Money8.3763 Halifax - HBOS8.3571 RBS8.3483 Egg8.3192 NatWest8.28108 Co- operative Bank8.24113 HSBC8.14121 Nationwide8.00133 American Express7.8314NEW M& S - & More7.82151 Barclaycard7.30161 APRIL 2008EMPATHYRANKCHANGE first direct6.701 Alliance and Leicester6.632 Halifax6.50= 3 Co- operative Bank6.50= 31 Lloyds TSB6.50= 34 Nationwide6.2463 Barclays6.23= 71 RBS6.23= 72 HSBC6.22= 92 Citibank6.22= 9 NatWest6.11111 Yorkshire Bank6.05121 Abbey5.85138 APRIL 2008PROCESSRANKCHANGE first direct8.6111 Alliance and Leicester8.5621 RBS8.49= 31 Citibank8.49= 32 HSBC8.3253 Co- operative Bank8.2963 Barclays8.2475 Halifax8.1683 Yorkshire Bank8.1491 Nationwide8.09101 Abbey7.99114 Lloyds TSB7.8112 NatWest7.6413 In August this industry had yet to return to the heyday of 2006 in terms of Empathy. It has now, with scores the best to date. The Industry process score remains unchanged. Good initiatives must have taken place over the past year and they're sticking which is excellent news. A remarkable change is the flexibility of approach to the customer's individual needs - up from worst score to best in the last six months! Offering ' Unique Reasons to do Business' has only gone up by 1% and ' Belief in the Reasons' has risen exponentially. We are often asked ' what is the difference between Honesty and Sincerity'. They normally track each other fairly closely - but this industry has them going in different directions. It appears that while Honesty is rising, Sincerity is falling - one to watch for the future. The highest score of 8.79 was from first direct: unsurprising as this is their strongest industry. The lowest individual score was 4.18 ( Abbey).