designing a customer satisfaction system part two...designing a customer satisfaction system part...
TRANSCRIPT
Designing a Customer Satisfaction System Part Two
Organizational Standards Center of ExcellenceMarch 5, 2018
Jarle Crocker, PhD, CCAP, NCRTDirector of Training & Technical Assistance, Community Action Partnership
Agenda
• Designing the structure for a quality improvement system
• Survey design and data analysis for customer satisfaction
Key Resources• Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods: What the Research Tells Us. Center for the Study of Social Policy, February 2007.
• Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods: A Customer Satisfaction Framework. Center for the Study of Social Policy, February 2007.
• Surveying Clients About Outcomes. The Urban Institute, 2003.
Acknowledgements: Significant elements of this training are adapted from the resources in the above publications.
Measuring Customer Satisfaction
Collecting and Analyzing Data
Data, Information, and Knowledge
• Data is facts that are observed, measured, collected and aggregated.
• Data only becomes information for decision making once it has been analyzed in some fashion.
• Knowledge is derived from the interaction of information and experience with a topic.
For ExampleData: 29,029 feet, location, climate, terrain.
Information: The combination of data elements to understand the conditions on the mountain.
Knowledge: Understanding how the information is related to the task of climbing and survival of the climber.
Quality Improvement Structure
Leadership Team
Program 1 Program 2 Program 3
Quality Improvement Committee
Quality Improvement Committee Membership
• Front line staff– Permanent representative– Rotating representatives from different programs
• Program managers• ROMA Trainer/Implementer• Human Resources representative• Leadership team representative
Quality Improvement Committee Responsibilities
• Review customer satisfaction feedback data• Solicit feedback from front line staff and managers on quality improvement
• Coordinate with Human Resources and others (e.g. ROMA trainers) on training and capacity building
• Make recommendations to the leadership team• Manage quality improvement policies and processes
Sample Reporting Process
• Monthly discussion of quality improvement practices at program/service level
• Monthly reports of data from initial interactions across intake sites to QIC
• Quarterly reports data after service delivery completed across all programs/services to QIC and program/service staff
• Bi‐annual reports on service outcomes to QIC and program/service staff
• A scorecard is used to capture all data
What do You Need for Customer Surveys?
• Staff: Are there staff members who possess (or can acquire) the appropriate skills and expertise?
• Time: Is there sufficient time available to do the work? Does the agency need to re‐task staff?
• Technical support: Is there adequate technological support, such as hardware and software?
• Schedule: Can the staff complete the surveys on a timely and regular basis consistent with the need for customer feedback?
• Community support: Are there volunteers with survey expertise or who can help with data collection?
• Funds: Are there funds to pay for outside assistance?
Methods for Measuring Customer Satisfaction
• Comment cards (in‐person, online)• 1‐800 numbers• Surveys (in‐person, online, mail)• Complaint monitoring and resolution• Focus groups• 1‐1 interviews• Community meetings• Quality improvement committees• Testers and secret shoppers
Survey Question ChecklistCourtesy Of University of Wisconsin‐Madison Office of Quality Improvement
https://oqi.wisc.edu/resourcelibrary/uploads/resources/Survey_Guide.pdf
Words of Wisdom
According to the American Statistical Association (1999):It is the questionnaire designer’s greatest challenge to take important topics and translate them into simple concepts, simple behaviors, and simple words. The style of the questionnaire must not get in the way of respondents’ providing their information; otherwise the results could be incomplete or misleading data, item refusals, respondent fatigue effects – even the respondent’s refusal to complete the questionnaire.
Sample Customer Satisfaction Questions for Initial Interaction/Intake• When I entered the building I felt welcomed• The facilities were clean• I was helped in a timely manner• I was treated with respect• My needs were met• I was informed about other agency services• I would recommend the agency to friends and family• I would be willing to provide additional feedback to improve services
• Comments – how can we improve• From what area did you receive services?
A simple and effective survey:
Tips for Feedback Instrument/System Design
• Ask questions that provide actionable feedback
• Use a Likert scale over Yes/No options• Ask limited open‐ended questions “What is the one thing we can do to improve our service…”
• Link methods to provide in‐depth feedback (focus group follow‐up based on survey responses)
Tips for Improving Response Rates
• A 2013 Urban Institute study reported nonprofit customer satisfaction response rates between 40‐60%
• Limit the number of questions – no more than five for initial intake surveys
• Use multiple methods to gather feedback (paper, online, email, phone)
• Preserve customer anonymity • Take the surveys to the customers – ease, convenience, and incentives are key to response rate
• Integrate surveys into the intake process
Diagnostic Questions for Developing a Customer Satisfaction Survey
• When do customers receive the initial survey?• What is your target response rate?• What training do you provide front line staff?• What form is the survey in?
‐‐Comment card‐‐Formal paper survey‐‐E‐survey (e.g. on an iPad)
• Are there issues around confidentiality and accessibility? What other feedback methods do you use?‐‐Staff feedback‐‐Complaint resolution
• When do you conduct follow‐up?• What is your structure and process for analyzing data?
Sample Topics/Questions for After Receipt of Services
1. Satisfaction with quality of service provision• Service quality, timeliness, accessibility• Facility convenience and condition – location, safety, hours of operation
• Staff quality, accessibility, and courtesy• Overall satisfaction with the services provided• Whether the client would recommend the services to others
Sample Topics/Questions for After Receipt of Services
2. Outcomes/benefits by the customer at the conclusion of services• Indications that the customer has benefited from the service (e.g. employment, certification)
• Customer perceptions of service benefits and results
• Client perceptions of degree of improvement in condition as a result of services
Sample Topics/Questions for After Receipt of Services
3. Information to help explain customer ratings• Customer opinions and preferences that have a bearing on outcomes or can help rethink policy and service delivery issues
• Reasons for poor ratings• Suggestions for service improvement• Service characteristics, such as amount or type of services received
• Demographic information
Basic Data Analysis Questions• What were the trends the data identified?
‐‐Did some services get better responses? ‐‐Were there differences in services delivered in different locations or with different methodologies?
• Were there differences in responses from different segments of your customer population?‐‐Parents of young children, parents with children of many different ages, single adults, older adults, teens, married couples, etc.‐‐Partnering agencies, funding sources, government entities and policy makers, community organizations, tenant groups, etc.
• Did the customers offer any suggestions for improvement?
What to Include on Customer Satisfaction Scorecards
• Trended data over time• Initial interaction/intake data organized by site/facility
• Receipt of service data organized by program/service
• Summary of themes from open ended questions
Next Webinar
Organizational Sustainability: Leadership Development and Succession PlanningMonday, March 12 at 2:00 ESTWednesday, March 15 at 2:00 EST
