1525-0012-109 Qualitative Customer Research Survey

National Analysts Worldwide Study #XXX

May, 2008

U.S. Mint Focus Group Research
Discussion Guide
Customers

I. INTRODUCTION

According to the Paperwork Reduction Act of 1995, no persons are required to respond to a collection of information unless it displays a valid OMB number. The valid OMB control number for this information collection is 1525-0012-__.

• Ground Rules: Audio-taping, confidentiality, candor, cell phones, pagers, etc.

• Background & Objectives: The purpose of today’s discussion is three-fold; namely to: 1) learn about your current coin collecting interests, behaviors and purchases; 2) gather your feedback regarding current U.S. Mint products; and 3) ascertain your reactions to some new product and marketing ideas.

• Introductions: First name, types of coins that are especially liked, length of time collecting and/or buying U.S. coins.

II. CURRENT COIN COLLECTING/BUYING PRACTICES

• What types of coins and coin-related products have you bought from the U.S. Mint? Probe…

• Thinking specifically about the coins that you buy from the U.S. Mint, what specific products and how much of each do you typically purchase directly from the U.S. Mint in a year? Probe…

• Annual coin sets

• Commemorative coins

• Bags/rolls

• American Eagle Proof and Uncirculated coins

• American Buffalo

• First Spouse Coins

• Presidential $1 coins

• Medals

• Other items (e.g., specialty products)

• What types of coins do you expect to purchase from the U.S. Mint in the next year? Probe…

• Annual coin sets (e.g., quarters, uncirculated, proofs, silver proofs, etc.)

• Commemorative coins

• Bags/rolls

• American Eagle proof and uncirculated coins (e.g., silver, gold, and platinum)

• American Buffalo

• First Spouse Coins

• Presidential $1 coins

• Medals

• Other items (e.g., specialty products)

• What U.S. coins, if any, do you buy from other sources such as dealers, Internet auctions, etc.? Probe…

• Which specific coins/sets?

• Precious metals (e.g., American Eagle Investment [bullion] coins)?

• For items that could be obtained directly from the Mint: Why use these other sources and not the U.S. Mint?

III. ASSESSMENT OF CURRENT COIN PRODUCTS, PRODUCT BREADTH, AND PRODUCT QUALITY

[Distribute core products.]

• Overall, what are your impressions of the coin products that the U.S. Mint produces? Probe…

• Which ones are best? Worst?

• How about their artistry, appearance, etc.?

• What about their packaging?

• Explore product interest/preference issues identified by U.S. Mint team

IV. CUSTOMER INTERACTIONS/SERVICE ASSESSMENT

• For what reasons, if any, have you contacted the U.S. Mint via telephone or written communication?

• What reason prompted your contact (e.g., inquiry about delivery, product availability, etc.)?

• What was your overall assessment of these interactions?

• What were your specific reasons for dissatisfaction with this interaction (if applicable), and what do you think the U.S. Mint representative should have done differently?

• Overall, what is your assessment of the type/level of customer service you receive from the U.S. Mint?

• Does it exceed, meet, or fall short of your expectations? Why? Probe whether customers have “given up” on receiving support

• Is it what you prefer or should it be different? How?

• Probe to what degree you believe the customer service professionals are…

• Helpful?

• Knowledgeable about product? (Probe knowledge of availability, features, etc.)

• Courteous and respectful?

• Responsive to your needs?

• Able (and/or empowered) to address your concerns/issues?

• How do you feel about the wait times you experience when contacting a representative?

• Thinking about placing your orders, inquiring about your orders, and other reasons you contact the U.S. Mint, how does its customer service compare with other companies/service providers that you deal with?

• What makes the U.S. Mint better or worse?

• What would the U.S. Mint need to do to set the standard or offer the best customer service of any companies you deal with?

• How could order placement be improved?

• How could its handling of informational inquiries be improved?

• How could its problem resolution processes be improved? Probe…

• Helpfulness of representatives in seeking to solve your problem

• Speed of response/resolution

• Fairness

• Let’s now talk about your receipt of orders. How would you rate each of the following…

• Accuracy of the order (e.g., completeness, more or less than ordered)?

• Condition of the merchandise when package is opened?

• Packing materials used and way the order was packed?

• Timeliness of receiving your order?

• What problems, if any, have you had with your orders?

• When did these problems occur?

• What was wrong? (Describe in detail.)

• To what extent have you had any billing problems?

• How about delayed delivery time?

• What about damages or poor product quality?

• Other problems?

• In your view, how was the problem handled – to your satisfaction or not?

• What about the speed with which your problems were handled/resolved?

• Was the problem resolved fairly or not?

• Consider the subscription ordering program (if applicable). How would you assess or evaluate that program overall?

• What works well and what does not work so well?

• What, if anything, would you like to be changed?

• Do you always get subscription notices?

• Are these notices clear? Informative? Missing important information?

• What about having different types of payment options (e.g., account draw down, automatic debit from credit card on file, etc.)?

V. PERCEPTIONS OF THE U.S. MINT (SALES AND MARKETING))

• What are your overall impressions of the U.S. Mint?

• How well do you feel the U.S. Mint is doing in its marketing of collectible coin products? Probe…

• Positives

• Negatives (Probe any objections to things the U.S. Mint is doing)

• Performance on introduction of new products

• What could the U.S. Mint do better for customers? (Interject: If you were Director of the Mint, what (practical) things would you do?)

[Capture ideas on flipchart.]

VI. MISCELLANY & WRAP-UP

[Complete rating sheets defined by U.S. Mint related to specific topics discussed.]

• Probe additional issues identified by U.S Mint; thank and conclude

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