getting at the goals of the customer
TRANSCRIPT
The 6th Annual Voluntas
Conference
Getting at the goals of the customer
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
7 Tips across the whole design and reporting process…
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
1. What’s the point?
• Measuring contractor/ internal KPI’s
• Benchmarking against peers
• Benchmarking against rest of the business
• Monitoring end to end service delivery
• Highlighting failures in process
• Improving value for money
• Identifying cost savings
• Understanding what we do well/
not so well
• Understanding what’s important
to tenants
What’s the point?: Objectives-led design
Objectives:
We need to ask ‘what is the point’ to get everybody thinking from the start about where they want to get to
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Measure what’s
important...
2. Measure what’s important.
Measure what’s important: Don’t try to make important what you measure
• Don’t just ask whether you delivered your service standards
• Shine a light on your known areas of weakness
• Ask about things outside your control
• Check the open comments for gaps
Benchmarking has it’s place….. But remember it’s not important to your customers
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Use open questions
wisely
Measure what’s
important...
3. Use open questions wisely
Use open questions wisely
Better communication when appointments
are booked as to who and when they are coming to do what repairs if more than one job is booked
Communicate - give a choice on
appointment times/days
The fan is working but I have been
told not to have my window open when it is in use which is
not what I expected
Because it was
terrible
Why were you dissatisfied?
What would you most like to see
improve?
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Use open questions
wisely
Focus on the fence
sitters
Measure what’s
important...
4. Use open questions wisely
The ‘neither’: “Embracing ambivalence”
Think more about the middle ground neither responders - they don’t hate you, they just don’t feel that strongly about your service on way or another. It is a shorter distance to travel from that attitude up into satisfied.
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Results are just the start
Use open questions
wisely
Focus on the fence
sitters
Measure what’s
important...
5. Results are just the start.
Results are just the start: Difference between results and insight
“80% of customers were satisfiedwith appointments”
“20% dissatisfied are all young working families”
“95% of the time the operative showed their ID….”
“the other 5% is always Nigel”
Don’t just break data down by all the usual suspects (single demographics, age, property type) think about what might really have an affect on satisfaction or expectations of service delivery…
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Results are just the start
Everyone loves a
good story
Use open questions
wisely
Focus on the fence
sitters
Measure what’s
important...
6. Everyone loves a good story.
‘people don’t get data, but they love a good story’
A lunchtime story….
This confirms the desk research we did on the main causes of responsive repairs complaints before we started the survey, which also highlighted appointments not being kept causing issues.
23% of customers said they were dissatisfied with the system for allocating repairs appointments.
This would benefit all customers, but is particularly important for customers who work.
Our sub group analysis tells us that dissatisfaction is highest for households who work part time, but we’ve looked at our in-house data and know that this group have no more
appointments missed than any other.
We’ve looked at the suggestions for improvement in this area, and customers would like 2 hr appointment slots, or a text message when the operative is on their way, so they don’t have to
take a whole day off work, or wait in all day for the operative to arrive.
This is a high level of dissatisfaction compared to the other measures in the survey so we have identified appointments as a key area for improvement.
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Results are just the start
Everyone loves a good
story
Use open questions
wisely
Focus on the fence
sitters
Measure what’s
important...
‘people don’t get data, but they love a good story’
Objectives led
Engage the Business
Theme and Question Design
Analyse Data
Reporting Insight
What’s the point?
Review, Tweak, Change, Improve….
Results are just the start
Everyone loves a good
story
Use open questions
wisely
Focus on the fence
sitters
Measure what’s
important...
7. Review, Tweak, Change, Improve…
