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January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY ER- 0484/1/00 2006 OHIM USER SATISFACTION SURVEY Executive summary January 2007.

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Presentation on theme: "January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY ER- 0484/1/00 2006 OHIM USER SATISFACTION SURVEY Executive summary January 2007."— Presentation transcript:

1 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY ER- 0484/1/ OHIM USER SATISFACTION SURVEY Executive summary January 2007

2 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY INDEX: METHODOLOGY COLLECTION OF INFORMATION BASIC INDICATORS RESULTS USER SATISFACTION INDEX (USI) COMPLAINTS IDENTIFICATION OF STRENGTHS AND WEAKNESSES LEVEL 1: CORE BUSINESS, IMAGE, INFORMATION LEVEL 2: GLOBAL IMAGE LEVEL 2: CORE BUSINESS LEVEL 3: COMMUNITY TRADE MARK LEVEL 3: COMMUNITY DESIGN LEVEL 3: APPEALS LEVEL 3: REGISTER LEVEL 3: EMPLOYEES LEVEL 2: INFORMATION AND COMMUNICATION PERCEPTION OF THE DEVELOPMENT OF THE OHIM BREAKDOWN BY VOLUME OF ACTIVITY WITH THE OHIM RESULTS BY COUNTRY CONCLUSIONS: IDENTIFICATION OF THE NEEDS FOR ACTION

3 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January OBJECTIVES For the second consecutive year, the OFFICE FOR THE HARMONIZATION IN THE INTERNAL MARKET (OHIM) has commissioned GfK to conduct a Satisfaction Survey of its users, whose design and measurement system were established last year and whose main objective is to know the level of satisfaction from among its users regarding the various services OHIM provides. MAIN OBJECTIVES OF THE STUDY … OBJECTIVES MEASURE THE LEVEL OF PERCEIVED QUALITY of the services that the OHIM offers its users. MEASURE AND RANK THE CONTRIBUTION of each aspect in overall user satisfaction. ESTABLISH OBJECTIVES AND PRIORITIES FOR IMPROVEMENT EVALUATE THE EFFICIENCY OF THE ACTIONS that are undertaken 124 3

4 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January DATA SHEET TARGET PUBLIC: Any individual who has contacted the OHIM between June 2005 to June 2006, whether as an agent or as a proprietor(*)acting directly. TARGET GROUP: The unit will be the individual. FIELDWORK: 30/11/2006 to 3/1/2007 QUESTIONNAIRE: CAWI (Computer Assisted Web Interview), with 2 reminders. Language: 5 office languages. (*)INCLUDING EMPLOYEES OF PROPRIETORS (type-5agents) RESPONDENTS: 956 users (520 Agents/436 Proprietors) RESPONSE RATE: 8,2% of net mailing addresses Sampling margin of error: +/-3.23 % on a level of confidence of 95%.

5 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January TARGET GROUP AND FINAL SAMPLE DISTRIBUTION Undeliverable mail RESPONDENTS 956 RESPONSE RATE: 8,2% of net mailing addresses sampling margin of error: +/-3.23 % on a level of confidence of 95%. TOTAL OHIM Users AGENTS PROPRIETORS (*) (*) INCLUDING EMPLOYEES (type 5 agents) (in the last year)

6 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY METHODOLOGY

7 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January The methodology applied was directed at the construction of two different types of information: The User Satisfaction Index: USI METHODOLOGY BASIC INDICATORS between different types of user Over time Identification of STRENGTHS and WEAKNESSES Purpose: COMPARISON Purpose: DIAGNOSIS To establish priorities for the ACTION NEEDS in each of the various areas of service.

8 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January The methodology applied was directed at the construction of two different types of information: The User Satisfaction Index: USI METHODOLOGY BASIC INDICATORS between different types of user Over time Purpose: COMPARISON The USI takes into account: the evaluation obtained for each attribute. the influence (importance) of each attribute in the satisfaction. the percentage of users affected by that attribute. using statistical correlation analysis since not all users access the same OHIM services (for example, Trade Mark Applications and Appeals) The analysis was conducted in ladder form, constructing each higher step from the lower steps and following the scheme set out in the following diagram:

9 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January METHODOLOGY CONSTRUCTION OF THE USERS SATISFACTION MODEL USI (Users Satisfaction Index) OHIM IMAGE INFORMAT. & COMMUNIC. COM- PLAINTS LEVEL 1 CORE BUSINESS LEVEL 2 APPEAL REGIS- TER CTMRCD OVERALL IMAGE FILED COMPL. LEVEL 3 OPPOSI- TIONS INVALI- DITY EMPLO- YEES INVALI- DITY EMPLO- YEES EMPLO- YEES APPLICA- TIONS

10 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January METHODOLOGY BASIC INDICATORS Identification of STRENGTHS and WEAKNESSES IMAGE 20,0%30,0%40,0% 50,0%60,0%70,0%80,0%90,0% To improve (priority) Quadrant A: Strategic disadvantages To maintain Quadrant B: Strategic advantages To watch Quadrant C: Advantages with lower strategic utility To consider (secondly) Quadrant D: Acceptable disadvantages INFLUENCE SATISFACTION HOW TO READ STRENGTHS AND WEAKNESSES GRAPHS Very important and poorly valued aspects Very important and highly valued aspects Less important and poorly valued aspects Less important and highly valued aspects

11 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY RESULTS

12 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January was an entirely atypical year in terms of Office activity, as the first RENOVATION of the Community Trade Mark took place, after celebrating its first ten years of existence. This resulted in attending to six times the number of users when compared to the year before: going from 11,600 to more than 64,000. The Office has been able of maintaining levels of user satisfaction very similar to those of last year, while more than satisfactorily carrying out the RENOVATION of the Community Trade Mark: RESULTS

13 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS: RENOVATION PROPRIETOR (N : 59)AGENT (N : 241) 46 % 14% 55% (minimum) How satisfied are you with the...?... CTM RENEWALS PROCEDURE?...payment system of renewals?... information available on the state of renewals? Renewal of a CTM: Every users satisfied No user satisfied PROPRIETORS AGENTS

14 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY RESULTS User-Satisfaction -Index (USI)

15 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January AGENT NOT HAVING COMPLAINED AGENT HAVING COMPLAINED 68,6 USI 67,0 USI AGENT 59,0 USI User-Satisfaction -Index (USI) 2005 / 2006 RESULTS User-Satisfaction -Index (USI) 2005 / 2006 PROPRIETOR NOT HAVING COMPLAINED PROPRIETOR HAVING COMPLAINED 62,5 USI 61,9 USI PROPRIETOR 55,0 USI 68,3 USI 66,2 USI AGENT 59,5 USI 63,5 USI 62,8 USI PROPRIETOR 57,3 USI -0,8 +0, PROPRIETORS AGENTS Users in general, and especially Agents: satisfied with the OHIM. We dont see any significant changes but its a product of the compensation of several increases and decreases in the various areas of action that comprise the indicator. As explained below, the changes with regard to last year are substantial in many aspects.

16 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY RESULTS COMPLAINTS

17 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January The number of users which confirms that complaints were presented to the OHIM in the last year increase: RESULTS COMPLAINTS On many occasions, the complaints are not of a formal nature: a considerable percentage is made by telephone and it is not remembered or not known to whom. Reasons for complaints: delays and errors committed in information or documentation continue to occupy the top positions, both for Proprietors as well as for Agents. Increased complaints related to Accessibility of the website and databases (technical problems). Have you filed any complaints with the OHIM over the last year? PROPRIETORSAGENTS 2005 Yes 17% YES 24% Yes 8% 11% Yes

18 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS: COMPLAINTS How would you evaluate the way your complaint was dealt with? PROPRIETOR AGENT EFFICIENTLY QUICKLY 20%30%40%50%60%70%80%90% PROFESSIONALLY EFFICIENTLY QUICKLY 20%30%40%50%60%70%80%90% PROFESSIONALLY (N=123) (N=49) COMPLAINTS AGENT24% 11% COMPLAINTS OWNER INFLUENCE SATISFACTION % STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTIO N % STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES INFLUENCE The form in which complaints are processed by the Office improves considerably, especially the level of resolving them. This fact explains why, despite the increased number of users making complaints, the user satisfaction index (USI) wasnt strongly penalized.

19 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS COMPLAINTS SATISF. SOLVED 34% 31% UNSAT 19% 24% 14% 10% PENDING 29% 24% Dont know 5% Dont know 10% SATISF. SOLVED UNSAT. SOLVED PARTLY S. PENDING SOLVED 55% SOLVED 53% Has a satisfactory solution been found to your problem? AGENTS (N=120) PROPRIETORS (N=30) 2005 SOLVED 66% SOLVED 63% % 51% 23% 12% 20% 10% 15% 27% AGENTS (N=123) PROPRIETORS (N=49) SOLVED SATISFACTORILY SOLVED UNSAT. SOLVED UNSAT. PENDING PARTLY S. PENDING PARTLY S. COMPLAINTS AGENT24% 11% COMPLAINTS OWNER SATISFACTORILY

20 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January The majority of OHIM users are unaware that there exists a Unit for attending to complaints. RESULTS COMPLAINTS Yes 43% Yes 26% No 58% No 74% PROPRIETOR AGENT TOTAL AGENT (N : 520) TOTAL PROPRIETOR (N : 436) Do you know that the OHIM has a Unit for dealing with complaints?

21 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY RESULTS Identification of Strengths and Weaknesses

22 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 1: IMAGE, COMPLAINTS, CORE BUSINESS, INFORMATION USI (Users Satisfaction Index) OHIM IMAGE INFORMAT. & COMMUNIC. COM- PLAINTS LEVEL 1 CORE BUSINESS

23 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS LEVEL1: CORE BUSINESS, IMAGE, INFORMATION RESULTS Strengths and Weaknesses LEVEL1: CORE BUSINESS, IMAGE, INFORMATION PROPRIETOR AGENT 59% 49% 58% 41% % 62% 59% 53% 55% (minimum) CORE BUSINESS INFORMATION IMAGEINFORMATION Every users satisfied No user satisfied (N : 520) (N : 436) 67% 65% IMAGE 50% 57% CORE BUSINESS +7 Significant increase in satisfaction with the Core Business by Proprietors, positioning it above the bar of minimums. Large decrease in the evaluation of the Information and Communication area in both user groups (Agents and Proprietors). As described in the corresponding section, we believe that the dissatisfaction from both groups comes from different causes.

24 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 2: 0VERALL IMAGE USI (Users Satisfaction Index) OHIM IMAGE LEVEL 2 OVERALL IMAGE

25 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS LEVEL2: OVERALL IMAGE RESULTS Strengths and Weaknesses LEVEL2: OVERALL IMAGE swiftness transparency modernity prestige conscientiousness professionalism quality of service 20%30%40%50%60%70%80%90% quality of service professionalism conscientiousness prestige modernity transparency swiftness 20%30%40%50%60%70%80%90% PROPRIETOR AGENT INFLUENCE SATISFACTION STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES INFLUENCE SATISFACTION STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES + The diagnosis of GLOBAL IMAGE for the OHIM continues to be very positive and reflects a situation without any major changes in regard to last year.

26 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Increase RESULTS RESULTS CORE BUSINESS: Business activity Increase by Agents, decline in the group of Proprietors. Over the last year, in which of the following areas have you personally had contact with the OHIM?

27 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY CORE BUSINESS USI (Users Satisfaction Index) CORE BUSINESS APPEAL REGISTER CTMRCD RENEWALS

28 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January INFLUENCE SATISFACTIO N STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES INFLUENCE SATISFACTION STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES RESULTS: RESULTS: Strengths and Weaknesses CORE BUSINESS CTM RCD REGISTER APPEAL 20%30%40%50%60%70%80%90% CTM RCD REGISTER APPEAL 30%40%50%60%70%80%90% PROPRIETOR AGENT % -- Satisfaction is significantly improved in the area of Appeals and with the Register. Both CTM and CD maintain the favourable positions from last year. Significant improvements in the satisfaction with the four areas, especially in its evaluation of the Register.

29 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 3: CORE BUSINESS / CTM USI (Users Satisfaction Index)

30 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS RESULTS Identification of needs for action: CTM APPLICATIONS Simplicity procedures Ease forms Speed publication Time processing & application Clarity decisions Completeness grounds decisions Consistency decisions Quality/price 20%30%40%50%60%70%80%90% AGENT INFLUENCE SATISFACTION STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES Like last year, all the aspects of relatively high importance are found in the quadrant of strategic weaknesses. Agents significantly change their perceptions in: Spectacular increase in the evaluation of time. Improvement in the Simplicity of administrative procedures Considerable decline in the evaluation of the Consistency of the examiners decisions. The influence of this aspect in the overall satisfaction is so strong that it neutralized the positive effects of the improvements.

31 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January INFLUENCE SATISFACTION - STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES RESULTS RESULTS Identification of needs for action: CTM APPLICATIONS PROPRIETOR Ease forms Speed publication Clarity decisions Quality/price 20%30%40%50%60%70%80%90% Consistency decisions Completeness grounds decisions Time processing & application Simplicity procedures In the case of Proprietors the evaluation is kept practically the same as that of 2005

32 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January INFLUENCE SATISFACTIO N - STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES RESULTS RESULTS Identification of needs for action: CTM OPPOSITIONS Consistency decisions Completeness grounds decisions Clarity decisions Time for decision Time for processing Ease forms Simplicity procedures 20%30%40%50%60%70% AGENT AGENT (N : 376) The AGENTS maintain their scores (low) in aspects of importance, but: considerably improve their satisfaction of Times, both in terms of processing as well as decisions. decline in the evaluation of the ease of use of forms

33 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January INFLUENCE - STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES RESULTS RESULTS Identification of needs for action: CTM OPPOSITIONS Ease forms Time for processing Time for decision Clarity decisions Completeness grounds decisions Consistency decisions 10%20%40%50%60%70% Simplicity procedures PROPRIETOR PROPRIETOR (N : 111) SATISFACTION The PROPRIETORS improve their evaluations in practically all measured aspects, placing their scores in parameters very similar to those of the Agents. Keep in mind that last year their evaluations were considerably lower than those of the Agents.

34 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTIO N AGENT (N : 108) RESULTS RESULTS Identification of needs for action: CTM INVALIDITY INSUFFICIENT SAMPLE SIZE PROPRIETOR Consistency of decisions Completeness grounds decisions Time for processing Ease forms Simplicity procedures 10%20%30%40%50%60%70% Clarity decisions AGENT The priorities for action must continue to focus on: Completeness and depth of grounds for decision Consistency of examiners decisions. Improvement in processing Time. Decline in the evaluations of the ease of use of forms and clarity of decisions. Significant…

35 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 3: CORE BUSINESS / RCD USI (Users Satisfaction Index)

36 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS RESULTS Identification of needs for action: RCD APPLICATIONS AGENT Substantial improvement in satisfaction with regard to… Speed of publication Completeness and depth of grounds for decisions Decline in the evaluation of Ease of use of forms RCD area doesnt present any weakness, not even in aspects of low importance: this must be considered in itself as one of the major strengths of the Office. INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION Filing design application Simplicity procedures Ease forms Speed of publication Security and confidentiality Consistency of decisions Completeness grounds decisions Quality/price 40%45%50%55%75%80% Clarity decisions

37 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS RESULTS Identification of needs for action: RCD APPLICATIONS PROPRIETOR Substantial improvement in satisfaction with regard to… Speed of publication Simplicity of administrative procedures Decline in the evaluation of… Filing a design application Security and dealing confidentially with information

38 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 3: CORE BUSINESS / APPEAL USI (Users Satisfaction Index)

39 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January AGENT RESULTS RESULTS Identification of needs for action: APPEAL APPLICATIONS PROPRIETOR The APPEALS area presents the most positive development of all of those analyzed: it improves in all the measured aspects, both in the Agents opinion as well as that of the Proprietors. These improvement include: Overcoming two significant weaknesses: simplicity in administrative procedures and ease of use of forms. Placing Clarity of decisions and Completeness and depth of grounds for decisions very close to being considered strengths. INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES +4 Consistency of decisions Completeness grounds decisions Time Ease forms 10%20%30%40%50%60%70%80% Simplicity procedures Clarity of decisions SATISFACTION INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION +7 Ease forms 0%10%20%30%40%50%60%70%80% Time Simplicity procedures of decisions Consistency Completeness grounds decisions Clarity of decisions

40 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 2: CORE BUSINESS USI (Users Satisfaction Index) CORE BUSINESS REGISTER

41 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS RESULTS Identification of needs for action: REGISTER In 2005, the only aspect that was measured was the OHIMs swiftness in the issue of documents such as licenses…. The Proprietors very significantly improve their evaluation, while the Agents do so moderately included two additional characteristics: Accuracy of the information: the most important aspect for the users and the highest evaluation, converting it into a strength for the area. Quality of the documents: an aspect of secondary importance for the Agents, but highly valued / very important for the Proprietors, with acceptable evaluations.

42 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 2: CORE BUSINESS EMPLOYEES

43 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January CTM EMPLOYEES AGENT RCD EMPLOYEES APPEAL EMPLOYEES OHIM employees constitute the Offices greatest strengths. And this affirmation applies to all of the areas of the Core Business. In many cases this is the element that takes the overall evaluations of core business areas to a higher position. Employees maintain very high evaluations in terms of professionalism, reliability and competence, but… we observe a strong decline in aspects that have to do with its accessibility: easy to contact and efficient in responding to telephone enquiries. INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION Responsive to users needs Polite, friendly Easy to contact Efficient telephone enquiries With professionalism Reliable Competent 40%50%70%80%90% INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION Competent Polite, friendly Responsive to users needs 45%50%55%60%65%75%80%85% Easy to contact Reliable +4 With professionalism INFLUENCE STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION %30%40%50%60%70%80%90% Efficient telephone enquiries Easy to contact Polite, friendly With professionalism +4 Responsive to users needs Reliable Competent

44 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY LEVEL 2: INFORMATION & COMMUNICATION USI (Users Satisfaction Index)

45 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January As we saw at the beginning of this survey, the area of Information and Communication suffers a considerable decline in its evaluation, both from the Agents as well as from the Proprietors. The results obtained lead us to believe that, while the Agents, with their evaluations, penalize COMMUNICATION with the Office, the Proprietors experience increased dissatisfaction with INFORMATION systems (basically, e-business tools). This affirmation is based on various data obtained in the survey, fundamentally in: RESULTS RESULTS Identification of Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION

46 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES AGENT SATISFACTIO N RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION Ease of identifying the right person Ease of obtaining the right information Clarity replacing paper by e- communication Speed of response enquiries Accuracy Command of the languages Completeness Fees system Handling of fees Current accounts 20%30%40%50%60%70%80% AGENT (N : 520) They continue to positively evaluate the accuracy and completeness of the information, but their opinion significantly declines in terms of ease of identifying the right person to speak to, ease of obtaining the right information and clarity of information. Its clear that this perception is related to the low evaluations given to employees when referring to their accessibility.

47 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Are you aware of/have you ever visited the OHIMs website ? YES 2005: 97% Please rate OHIMs website with regard to the following aspects: RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION / OHIM´s website YES 2006: 99% AGENT 40%45%50%60%70%75%80% Clarity of the structure Completeness of the contents Speed at which the information is updated Usefulness of contents Their overall evaluation of the OHIM website exceeds the already high evaluation obtained last year. The clarity of information, which constituted their only weakness, has improved to the extent that it has become one of their strengths. In terms of tools: CTM Online continues to be the most used and highly evaluated tool of them all: 9 out of 10 agents say they frequently use it and their evaluations remain at last years optimum level. The use of e-filing CTM is growing (70% of the Agents use it), which maintains the positive evaluations from last year in speed and security/confidentiality. The use of My Page also increases, which goes from 28% of users to 38%, significantly improving its evaluation in all the measured characteristics. On the other hand, we observed a loss of users in Design tools (e-filing RCD and RCD Online), accompanied by a decline in their evaluations.

48 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January STRATEGIC WEAKNESSES STRATEGIC STRENGTHS WEAKNESSES SATISFACTION PROPRIETOR RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION Current accounts Handling of fees Fees system Completeness Command of the languages Accuracy Clarity 20%30%40%60%70%80% replacing paper by e-communication Ease of identifying the right person Ease of obtaining the right information Speed of response enquiries PROPRIETOR (N : 436) They maintain their poor evaluations from last year in all aspects related to information provided by the OHIM, except in the aspects related to completeness and accuracy, whose results have improved. Their evaluation of the fees system dramatically declines.

49 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Clarity of the structure Are you aware of/have you ever visited the OHIMs website ? Please rate OHIMs website with regard to the following aspects: RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION / OHIM´s website YES 2005: 88% YES 2006: 94% PROPRIETOR 40%45%50%55%60%65% Usefulness of contents Speed at which the information is updated Completeness of the contents PROPRIETOR The use of all e-business tools decreases, especially the ones related to RCD, but also those related to CTM. Nevertheless, among those who continue to use them, the evaluations improve with regard to last year. We believe this is explained by the fact that the more expert Proprietors have continued using them, as many complaints were collected on this aspect in the suggestions section of the survey.

50 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January AGENTS 26% I receive it but I dont usually read it 7% Dont know 3% I am not aware of it 32% I dont receive it 32% Do you regularly receive and read Alicante News? How would you evaluate Alicante News? I regularly receive and read it RECEIVE IT 33% PROPRIETORS I receive it but I dont usually read it 4% Yes, I regularly receive and read it 6% Dont know 6% 36% 48% I dont receive it I am not aware of it 10% AGENTS PROPRIETORS RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION 55% (minimum) Every users satisfied No user satisfied We recommend making an increased effort to distribute it since, when looking at the results, it could contribute very favorably to the Offices image

51 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January RESULTS: RESULTS: Strengths and Weaknesses LEVEL2: INFORMATION & COMMUNICATION In summary, we believe that, for future analyses, there should be a clear differentiation established between evaluations of formal information tools (e-business, Alicante News…) and what could be considered informal channels of communication which are related to the various forms of access available to Office employees.

52 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY RESULTS Other questions

53 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Are you aware of the measures adopted by the OHIM – as a consequence of the survey- to implement improvements in its systems and services? How would you evaluate the reaction of the OHIM to the results of the 2005 satisfaction survey? Every users satisfied No user satisfied 55% (minimum) AGENTS PROPRIETORS 49% 75% 36% 21% I know that measures have been announced but I dont know what they are I didnt know that measures for improvement had been undertaken 15% 4% Yes, I am aware of them AGENTS PROPRIETORS

54 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January AGENT PROPRIETOR RESULTS RESULTS PERCEIVED EVOLUTION OF THE OHIM Generally speaking, do you feel that the OHIM has performed better than, the same as or worse than last year? TOTAL AGENT (N : 520) TOTAL PROPRIETOR (N : 436) The same 41% Better 35% Dont know 17% Worse 7% The same 31% Better 16% 50% Worse 3% Dont know

55 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Generally, and taking into account all the aspects covered by the questionnaire, what is your OVERALL LEVEL OF SATISFACTION WITH THE OHIM as a whole? RESULTS RESULTS BY COUNTRIES GermanyFranceUnited Kingdom ItalySpain GermanyFranceUnited Kingdom Every users satisfied No user satisfied 55% (minimum) N= 156N= 45N= 60N= 52N= 63 N= 105N= 72 N= 55 MEDIA AGENT: 64 MEDIA PROPRIETOR: 55 AGENT PROPRIETOR Once again we found that, whatever aspect is analysed, for both Agents and Proprietors (when the data is available), British users are the least satisfied group of users, while Italian users -including the addition of Spanish users this year-, are the ones who show the highest level of satisfaction with the OHIM.

56 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January LEVEL OF SATISFACTION WITH THE VARIOUS AREAS, ACCORDING TO TYPE OF USER AGENT Every users satisfied No user satisfied INFORMA- TION OVERALL IMAGE REGISTER swiftness CTM HEAVY (>50 CTM) MEDIUM (6 – 50 CTM) LIGHT (1 - 5 CTM) 2006 INFORMA- TION OVERALL IMAGE REGISTER swiftness CTMINFORMA- TION OVERALL IMAGE REGISTER swiftness CTM As was observed last year, the analysis shows that there is an absolute disparity in behaviours between both types of users: in general, satisfaction among Proprietors increases in proportion to their volume of activity; for the Agents, the poorest evaluation of all the areas studied is always among the heavy users. Important data that must be pointed out is that heavy user Agents, despite being the ones who give the lowest evaluation of the Office, are also the ones who have improved their opinion the most with regard to last year in practically all of the action areas of the OHIM.

57 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January LEVEL OF SATISFACTION WITH THE VARIOUS AREAS, ACCORDING TO TYPE OF USER PROPRIETOR Every users satisfied No user satisfied INFORMA- TION OVERALL IMAGE REGISTER swiftness CTM INFORMA- TION OVERALL IMAGE REGISTER swiftness CTMINFORMA- TION OVERALL IMAGE REGISTER swiftness CTM HEAVY (>15 CTM) 2006 MEDIUM (2 – 14 CTM) 2006 LIGHT (1 CTM) 2006

58 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY CONCLUSIONS and DIAGNOSTICS

59 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January CONCLUSIONS A good level of overall satisfaction from both types of users (Agents and Proprietors), but better among the Agents and without significant changes in regard to last year in both groups. Appreciable differences between agents and proprietors, not only in their level of satisfaction, but also in their evaluation criteria and requirements. The number of complaints increases, but the efficiency and level of resolving them improves. Significant improvements in satisfaction with the area of Appeals and with the Register, in both groups of users. In the case of the Proprietors, the increase in satisfaction extends throughout all areas of the Core Business. There is a generalised feeling of loss of accessibility of Office employees. Just like last year, the main strengths (aspects of importance and very highly valued) of the OHIM, for both Agents and Proprietors are: its Global Image, the Community Design and Models area, and its employees (in all areas). The Information area (with a special mention of the website) is a strength for the Agents, but with aspects to be improved for the Proprietors. There is a decline in the use and satisfaction with e-business tools among the Proprietors, while this improves among the Agents. Majority perception of improvement in the functioning of the OHIM in regard to a year ago.

60 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Review Diagnostics Review - AGENTS AREAS WEAKNESSESPRIORITYEVOLUTIONPRIORITYSTRENGTHS CTM APPLICATIONS Period of time for processing an application22 Simplicity of procedures Ease forms Clarity of decisions1 = 1 Completeness and depth of grounds of decisions1 = 1 Consistency of decisions taken by the examiners1 1 (+) OPPOSITION Clarity of decisions2 1- Completeness and depth of grounds for decisions2 = 2 Consistency of decisions taken by the examiners1 = 1 Simplicity procedures2 = 3 Ease forms- 3 INVALIDITY Simplicity of administrative procedures2 = 2- Completeness and depth of grounds for decisions2 = 2 Consistency of decisions taken by the examiners1 = 1 Clarity of decisions- 3 Ease forms- 3 APPEAL Period of time the OHIM needs to …1 1 Simplicity of procedures Ease forms Clarity of decisions1 2 Simplicity of procedures2 - DCR -- = -Everything REGISTER Swiftness1 = 1Accuracy EMPLOYEES competent reliable Easy to contact3 1with professionalism polite, friendly responsive to users needs INFORMATION & COMMUNICATION Speed of response to enquiries1 = 1 Website Completeness of information Alicante News Ease of obtaining the right information1 1 Ease of identifying the right person to speak to2 2 Clarity of information- 1 COMPLAINTS Speed of replay1 1Solved

61 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY January Review Diagnostics Review - PROPRIETORS

62 January 2007 GfK GroupAd Hoc Research OHIM USER SATISFACTION SURVEY Ángeles Bacete; THANK YOU!


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