A National Survey into Customer Satisfaction Level in Rwanda, 2010. This research was commissionned and Spearheaded by Deogratias Harorimana, Deput CEO Human Capital Development in the the Rwanda Development Board www.rdb.rw

1. Company Confidential Rwanda National Customer Satisfaction Survey Results & conclusions

3. Rwanda Customer Satisfaction Survey Sample To test the level of customer satisfaction with Rwandan organizations, a survey was administered to 522 customers in 7 sectors in 3 urban centers (Kigali, Huye, Musanze). Face to face interviews were conducted with customers on the organization’s premises. Residency Hotels RRA Immigration Water utility Sector Source: OTF Customer Satisfaction Survey (n=522) February 2010

4. Overall Satisfaction Level Respondents indicated their satisfaction levels were average The majority of respondents (63%) noted their level of satisfaction as neutral. Those with more extreme opinions were almost equal in number. Rating Strongly Agree Strongly disagree Source: OTF Customer Satisfaction Survey (n=522) February 2010 On a scale of 1-7, how strongly do you disagree/agree with the statement “Organizations in Rwanda generally meet my customer service expectations”: Number of respondents

5. When engaging with a business, you feel that they… When you leave a Rwandan organization, you feel… Source: OTF Customer Satisfaction Survey (n=522) February 2010 You feel the general attitude of Rwandans to customers is... The people working in Rwandan organizations are … The people working in Rwandan organizations are … Most customers rate their satisfaction slightly more positive than negative except regarding the issue of value for money. Overall Satisfaction Level Value for money is the top area of dissatisfaction Do not provide value for money Provide value for money Highly dissatisfied with the experience Highly satisfied with the experience Negative and unwelcoming Positive and welcoming Unskilled and untrained Skilled and well trained Unfriendly Friendly

7. All attributes received negative ratings but problem solving skills and timeliness were perceived as among the worst customer care elements. -16% -18% -25% -27% -28% Better Worse Source: OTF Customer Satisfaction Survey (n=522) February 2010 Five Pillars of Customer Satisfaction Specific attributes emerged as the “Best” and the “Worst”

13. -14% -17% -21% -22% -25% -26% -33% Overall Comparison by sector While immigration ranks top, district get the worse ranking Services related to tourism, such as immigration and hotels, performed closest to customer expectations while local government offices performed worst Better performers Worse performers Source: OTF Customer Satisfaction Survey (n=522) February 2010

14. Customer Satisfaction by sector Waiting time by sector and level of education Customers in district offices, especially in Kigali, experienced the longest waiting times. Customers with a high level of education managed to wait the least. How long do you have to wait to be served in this organization? Average waiting time by level of education Source: OTF Customer Satisfaction Survey (n=522) February 2010

15. -14% -17% -21% -22% -25% -26% -33% Customer Satisfaction by Sector Actions following poor customer service Surprisingly, most respondents said they take action when they encounter bad customer service. However, nearly a quarter keep quiet and only 13% say they quit doing business with that company. 49% 40% 35% 22% 13% When you have a bad customer service experience, which of the following are you most likely to do?: Source: OTF Customer Satisfaction Survey (n=522) February 2010

16. Banks Telecoms Hotels Districts Offices RRA Immigration Water utilities All sectors in Rwanda have issues with timeliness, communication and problem solving Customer Satisfaction by Sector Key issues per sector Waiting time: 29 minutes Meeting customer expectation: 3.88 Waiting time: 22 minutes Meeting customer expectation: 3.86 Waiting time: 64 minutes Meeting customer expectation: 5.00 Waiting time: 53 minutes Meeting customer expectation: 3.53 Waiting time: 91 minutes Meeting customer expectation: 3.80 Waiting time: 35 minutes Meeting customer expectation: 4.09 Waiting time: 15 minutes Meeting customer expectation: 4.13 Source: OTF Customer Satisfaction Survey (n=522) February 2010 Ease of doing business -15% Professionalism -18% Timeliness -27% Problem solving -31% Communication -31% Ease of doing business -11.2% Professionalism -16.8% Timeliness -22.8% Communication -25.9% Problem solving -27.7% Professionalism -11.1% Ease of doing business -12.9% Communication -19.1% Timeliness -20.1% Problem solving -21.5% Professionalism -24.5% Ease of doing business -30.0% Communication -33.0% Problem solving -35.1% Timeliness -40.0% Professionalism -17.9% Ease of doing business -21.0% Communication -28.3% Problem solving -28.8% Timeliness -31.3% Professionalism -10.0% Ease of doing business -11.2% Timeliness -13.1% Communication -17.0% Problem solving -17.1% Professionalism -13.0% Ease of doing business -15.7% Timeliness -21.5% Problem solving -26.2% Communication -26.7%

23. Annex

25. -21% -25% Customer Satisfaction Survey Overall satisfaction: comparison by residency Non-Rwandan residents are more satisfied with customer service than Rwandan residents. Their expectations are slightly less and their experience is more positive (may be due to shorter waiting time, and also the places they frequent). Average waiting time: Rwandan resident = 53 min Non-Rwandan resident=25 min Source: OTF Customer Satisfaction Survey (n=522) February 2010

26. Customer Satisfaction survey Customers’ expectations and experience Customers expects the most regarding issues of timeliness and problem solving. Yet, it is specifically in these areas, as well as communication, that their experience was rated the lowest. Overall expectation Overall experience Source: OTF Customer Satisfaction Survey (n=522) February 2010

27. -18% -20% -28% -29% -29% Customer Satisfaction by attributes Specific attributes Rwandan Vs non-Rwandan residents Non-Rwandan residents are more satisfied with customer service compared to residents, however they are both least satisfied with communication, timeliness and problem solving -13% -16% -22% -25% -26% Rwandan residents Non-Rwandan residents Source: OTF Customer Satisfaction Survey (n=522) February 2010