NorthSky Nonprofit NetworkNorthSky Nonprofit Network

Creating Customer Satisfaction Creating Customer Satisfaction SurveysSurveys

Presented byChristine A. Ameen, Ed.D.

Ameen Consulting & Associates(ameenca@ameenconsulting.com)

AgendaAgenda

1. Defining who is your customer2. What questions do you want to ask and

why3. Qualitative versus quantitative questions4. What scale to use5. Tips for writing questions 6. How to get the feedback7. How to analyze the responses8. Using what you learn.

Definition: CustomerDefinition: Customer

A customer may be:

1. Someone who uses your services2. Someone who pays for services3. Someone who refers clients to you4. Who else?

What Questions Should I What Questions Should I Ask?Ask?

The typical key elements to ask about:

1. Physical Surroundings2. Procedures3. Interactions with Staff4. Timeliness5. Understanding of client need6. Outcomes7. General Satisfaction.

Some cautions about Some cautions about questionsquestions

1. Don’t ask a question for which you don’t want the answer!

2. Don’t ask a question that is “nice to know”

3. Don’t ask for demographic information unless you are going to use it; if you ask, make answering optional.

Step 1: List your questionsStep 1: List your questions

CUSTOMER SATISFACTION WORKSHEET 1

Quantitative and Quantitative and QualitativeQualitative

1. Quantitative questions result in answers that are “numerical”, e.g., a rating

2. Qualitative questions are open-ended and require the respondent to write an answer

3. Use both in customer satisfaction tools.

What scale to useWhat scale to use1. Avoid using “yes/no” responses in data

collection for questions where a scale can be used

2. Consider using an even-numbered scale, e.g., 4 points, to avoid a middle point where the respondent can go to avoid making a choice

3. Most scales have between 4 and 7 points. Fewer than 4 makes it more difficult to show change; more than 7 may be confusing to the respondent

4. The points on scales should be anchored with language that helps guide how they’re to be used (e.g., 1=not at all; 3 = sometimes, etc.).

What scale to use: What scale to use: ExamplesExamples

The frequency scale:

Not at Rarely Sometimes Often All theAll Time 1 2 3 4 5

Lead in: How often do you do the following things

What scale to use: What scale to use: ExamplesExamples

The importance scale:

Not at all Somewhat Very

Important Important Important

1 2 3 4 5

Lead in: To what extent are the following things important to you

What scale to use: What scale to use: ExamplesExamples

The agree scale:

Strongly Disagree Undecided Agree StronglyDisagree Agree

1 2 3 4 5

Lead in: To what extent do you agree with the following statements

Tips for Writing QuestionsTips for Writing Questions

1. Start with an easy question first2. Put the most important questions at

the beginning3. Ask only one question at a time4. Don’t use abbreviations unless you

define them5. Avoid leading questions, e.g., “to what

extent do you agree that our program is great?”

Tips for Writing QuestionsTips for Writing Questions

6. Be culturally sensitive7. Usually, the shorter the question, the

better8. Identify time frame if that is important9. Organize questions according to

content or the type of scale used10. Demographic questions are asked last if

at all11. Include instructions right on the tool.

Step 2: Select your scale and Step 2: Select your scale and rewrite your questionsrewrite your questions

CUSTOMER SATISFACTION WORKSHEET 1

A QUICK EXAMPLEA QUICK EXAMPLE

• Patient Satisfaction Survey SAMPLE

TRY IT OUT FIRSTTRY IT OUT FIRST

1. Pilot test your survey2. Use clients or people who are

similar to your clients3. Test with 10-15 participants4. Ask them to suggest language for

any question that was confusing5. Ask them for advice on how to

get people to participate

How to get the feedbackHow to get the feedback

1. Who to survey?• Entire population• Sample of population

2. How to survey?• Email the survey• Email a link• Administer during or after an event• Don’t put it in the mail!

How to get the feedbackHow to get the feedback

3. Explain what the survey is for and how you will use results

4. Guarantee confidentiality and/or anonymity

5. Explain what to do if participant doesn’t want to answer a question

6. Include a due date for completion.

How to get the feedbackHow to get the feedback

7. Assure participants that their answers will not affect the services they receive

8. Consider incentives:• A drawing for a prize• Everyone gets a small gift certificate• Other ways?

A word about emailing A word about emailing surveyssurveys

1. Create an interactive PDF file

2. Create an interactive Word file

3. Include very specific instructions about how to open, complete, save and send the file back to you.

A word about using web-A word about using web-based surveysbased surveys

1. Create your survey using Zoomerang (www.zoomerang.com) or Survey Monkey (www.surveymonkey.com)

2. Basic analysis services are available with these options

3. You email the link to your survey on the website

How to analyze resultsHow to analyze results

1. Percentages of types of responses:• 30% said not at all

2. Averages:• On a scale of 1 to 5, the average was 3.8

3. Percentages of categories of responses:• 65% made a positive comment about the

intake process

Putting it all togetherPutting it all together

1. CSQ-8: CSQ-8

2. CSQ Excel File

Using what you learnUsing what you learn

A. How would you rate the quality of the service you received?

B. Did you get the kind of service you wanted?

C. To what extent has our program met your needs?

D. If a friend were in need of similar help, would you recommend our program to him or her?

E. How satisfied are you with the amount of help you received?

F. Have the services you received helped you to deal more effectively with your problems?

G. In an overall, general sense, how satisfied are you with the service you have received?

H. If you were to seek help again, would you come back to our program?

3.7

3.4

3.5

3.6

2.9

2.6

3.7

3.7

Using what you learnUsing what you learn

1. Set your benchmark before you start

2. Base conclusions on 30 or more surveys

3. If you make changes because of this feedback, tell staff

4. If you make changes because of this feedback, tell clients

Thank you for attending my session Thank you for attending my session today!today!

If you have any feedback for how I can improve my training style or content, please email me your suggestions!

(ameenca@ameenconsulting.com)