survey the customer

7/30/2019 Survey the Customer

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Continuous Improvement & Benchmarking

Survey the customer

Analyze

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2 Continuous Improvement & BenchmarkingSurvey the customer

Learning Objectives

• Have the skills to:

• Plan a customer survey

• Prepare the survey format

• Conduct the survey

• Analyse and report surveyresults

PlanPrepareConductAnalyse

Report




Customer Survey – 7 steps

1. Determine Purpose of Survey

2. Identify target Customer Groups

3. Plan the Survey Approach

4. Prepare the Questionnaire

5. Test the Questionnaire

6. Conduct the Survey

7. Analyse and Report the Results




1. Determine purpose

What do we want to find out from thecustomer ? Are they satisfied with the current service we deliver ?

Would they accept a price rise ? Would they accept a service change, such as more or less frequency ?

Do they need any thing else to do with the current service – greater

access, greater security ?

For CIB – we should be focussing upon the customer’s level of satisfaction with the current service, and whether or not it meetstheir needs.




2. Identify Customer Groups

Identify the target market (who are/will beservice users?)

Are there specific interest groups within your

target market ? Is there an age, gender, or social profile that

should be surveyed separately ?

Consider the target group’s level of

understanding of service, general knowledgeDo you need to measure the differences

between these groups ?





Decide the method of delivery and retrieval Interview, Mail, E-mail, Advertisement, Hand delivery, Attach

to the product/ service, Door knock, Telephone

Sample size and geographic area

Length and complexity of the questionnaire

Method of collating the results

Resources to conduct the survey

Data processing facilities

Timing for deployment and then retrieval

Incentives to complete the survey




4. Preparing the Questionnaire

1. Develop introduction and usage statements

2. Explain the assessment and scoring method

3. Identify the customer contact points

4. Determine the customer’s requirements or expectations

at each contact point

5. Include how the completed survey will be collected and

processed

6. Advise the customer whether or not the results will be

published or returned to them

7. Advise them of the incentive (if applicable)




Introduction and usage statements

The introduction and usage statement should cover:

who is sponsoring the survey

the purpose of the survey

that the survey is anonymous

how the results will be used

the end benefit to the service customer

The Introduction can be verbal, if the survey is face to

face The introduction can be printed on the survey

instrument, or printed as a covering letter




Response Choices

Yes/ No

gives limited information and no degree ofstrength to the answer, use sparingly

Scales/ values

provide a measure of the strength in the answer

offer a middle choice for divided or neutral

opinions (may not always want this) use a range 1 to 5 (5=agree, 1=don’t agree)

possibly 1- 4




Customer Contact Points

1. Establishing a loan account

2. Borrowing Books

3. Returning books4. Paying fines

5. Assistance in locating aresource

6. Answering queries7. Participating in training

8. Using library facilities

Library Services




Customer Requirements

1. Library staff were available to assist me

2. Library staff were responsive andanswered my request immediately

3. The book/resource I was looking for wasfound quickly

4. I was advised of other books andalternative information similar in content

Service: Library Services Contact Point: Assistance in locating a resource




Customer Contact Points

1. Parking the motor vehicle

2. Accessing the park

3. Paying the entrance fee4. Using the park facilities

5. Retrieving lost property

6. Purchasing drink

7. Accessing first aid8. Accessing toilet facilities

9. Using food cooking facilities

Children’s Fun Park




Customer Requirements

1. The entrance office was conveniently located

2. I did not have to wait too long to be served

3. There was clear information on the prices

4. The attendant was dressed professionally5. The attendant was courteous and helpful

6. I could see the attendant clearly and had goodcommunication access with them

7. I had various payment options available

8. Accurate change was returned to me9. A receipt was provided with details of the entrance fee

paid and the conditions of entry

10. The attendant thanked me for my my patronage, andinvited me to enjoy the park

Service: Children’s Fun Park Contact Point: Paying the entrance fee




Format of Questionnaire

1. An aesthetically pleasing format is more likely to bereturned;

2. Include colour if possible, but not more than 2;

3. Limit fonts to two, consider font size

4. Include clear instructions on how to answer questions (giveexamples) and make sure the response scales are clear foreach section of questions;

5. Include how and when to return the questionnaire and acontact name for further information;

6. Provide a return addressed and stamped envelope;

7. Ask for some demographic information if the results are tobe profiled by demographic groups

8. Thank the respondent for participating.




Format of Questionnaire




5. Test the questionnaire

So we can be sure of an accurate andcomplete response

Words in a questionnaire can be vagueor ambiguous to individuals

Prove the speed of the response andthe preparedness of the respondent to

complete it

Prove the collation and data processingmethod




Anything wrong with the following surveystatements ?

1. The attendant was helpful and gave me the correctchange

2. The ambiance of the room was excellent

3. The meal delivered to me was nutritional4. The bathroom was cleaned correctly, and I was

given an invoice that I had to pay

5. What do you think of the service we provide ?

6. How could we improve our service ?7. Would you like us to reduce the gate fee ?



Continuous Improvement & Benchmarking

Exercise: Review the samplequestionnaires

Customer Survey to Assess the Satisfaction of



Example surveyCustomer Survey to Assess the Satisfaction of

Customers making Payments at City Hall

Name: Date:

Please read the following statements concerning you as the "customer" of the collectionsarea, and rate your level of agreement with each statement.

Strongly

Disagree

Disagree Neither

Agree nor

Disagree

Agree Strongly

Agree

Customer enters receiving area

I had a place to sit and wait for my turn to make payment 1 2 3 4 5

The time I had to wait to make my payment was

acceptable to me

1 2 3 4 5

I was able to hear my name being called by the teller 1 2 3 4 5

The receiving area was comfortable 1 2 3 4 5

Strongly

Disagree

Disagree Neither

Agree nor

Disagree

Agree Strongly

Agree

Customer is called to the Teller’s booth

Information was clearly visible and helpful to me so that I

could find the place to make my payment

1 2 3 4 5

The teller was pleasant and courteous and greeted mewhen I came to the booth

1 2 3 4 5

I was able to make my payment quickly 1 2 3 4 5

I was able to collect the exact change 1 2 3 4 5

I am confident that my payment will be applied correctly

to my account

1 2 3 4 5

I was able to talk to the teller easily 1 2 3 4 5

I was satisfied with the official receipt provided to me for

the payment of my account

1 2 3 4 5

Customer Survey to Assess the Satisfaction of the



Example surveyCustomer Survey to Assess the Satisfaction of the

Processing of Requests for IT Repairs

Name: Date:

Department / Office:

Greetings! This survey is being conducted to: gather information on how well your

requests for IT equipment repair are being handled by the staff of the MICS department;and determine areas for improvement to strengthen this service.

Your honest responses/comments is vital to the continuous improvement for quality

service.

Please read the following statements concerning you as the "customer" of the MICSDepartment, and rate your level of agreement with each statement.

Strongly

Disagree

Disagree Neither

Agree nor

Disagree

Agree Strongly

Agree

Customer calls MICS

The phone was answered promptly 1 2 3 4 5

The phone was answered courteously 1 2 3 4 5

The person answering the phone spoke in a wellmodulated voice

1 2 3 4 5

Strongly

Disagree

Disagree Neither

Agree norDisagree

Agree Strongly

Agree

Customer has a discussion with MICS staff regarding

the request

The MICS person was attentive to what I was saying 1 2 3 4 5

I was asked questions in an appropriate sequence 1 2 3 4 5

I was asked questions I can understand 1 2 3 4 5

The MICS person was patient with me during ourconversation 1 2 3 4 5



Customer Survey to Assess the Satisfaction off Logging

Building Maintenance Requests

Name: Date:

Please read the following statements concerning you as the "customer" of the BuildingMaintenance Department, and rate your level of agreement with each statement.

StronglyDisagree

Disagree NeitherAgree norDisagree

Agree StronglyAgree

Customer logs request

Guidelines in processing requests for building

maintenance is clearly defined and understood by me.

1 2 3 4 5

Appropriate forms are readily available and easy to fill up. 1 2 3 4 5

Request forms covers complete and specific informationon the subject to be maintained and repaired.

1 2 3 4 5

I was courteously and promptly assigned to the officer incharge.

1 2 3 4 5

There were adequate communication facilities available toreceive my request (eg. Telephone, fax, email).

1 2 3 4 5

I am confident that my request has been properly loggedin and documented for easy reference.

1 2 3 4 5

I have received a duplicate copy of the filled up request

form.

1 2 3 4 5

I have been told how long it will take until my request is

actioned.

1 2 3 4 5



Example surveyFleet Management

For each of the following aspects of Council’s Fleet Management service, please firstlyrate the importance of that aspect, then rate the performance of our service.

Importance Our Performance

Notapplicable /Don’t know

Very

Low

Low Neith

er Highnor Low

High Very

High

Very

Low

Low Neith

er Highnor Low

High Very

High

At the time the service is

scheduled

Overall communication style of

the Fleet Management staff wasgood

NA 1 2 3 4 5 1 2 3 4 5

It is convenient to me, when thevehicle or plant is scheduled to

be taken off line for routinemaintenance

NA 1 2 3 4 5 1 2 3 4 5

Instructions are provided to me

about when and how the routine

service will be performed andhow the vehicle is to be lodged

NA 1 2 3 4 5 1 2 3 4 5

At the time the vehicle/ plant is taken to the service center

The service center was easy to

locate and had clear signage andgood parking facilities

NA 1 2 3 4 5 1 2 3 4 5

The service booking was

confirmed with me andappropriate details taken from

me as to the condition of thevehicle and any service

requirements that needed

NA 1 2 3 4 5 1 2 3 4 5




6. Conduct the survey

This customer survey

was being carried out

in the Philippines. As

the customer completed their

transaction at the front

counter, the survey

staff asked the

customer to

participate in a shortsurvey. The survey

took about five

minutes to complete.




6. Conduct the survey

This door-to-door,customer survey was

being carried out in Sri

Lanka to follow up on

the level of customer

satisfaction with the

new waste collection

service (Orange bins).The survey revealed

that some bins were

being used as food

storage bins because

they were of such

good quality, thuscompromising the

City’s new waste

collection service.




7. Analyse and Report Results

1. Record raw data

2. Calculate the average scores and frequency

(Average = mean; Frequent = median)

3. Use graphs to show trends and unusual distributions

4. Further analysis may be required to isolate the cause of the distribution5. Identify any trends

6. Report your level of confidence in the results

7. Report the results back to the respondents and key stakeholders (ifpromised)

8. As a guide, an average score (Likert scale) less or equal to 3.7 indicatesroom for improvement. An average less than 2.5 is a priority area forimprovement.

9. Prioritise the deficiencies for improvement




1 2 3 4 5

1 2 3 4 5

1 2 3 4 5 1 2 3 4 5

Very High SatisfactionHigh Satisfaction

Low Satisfaction Bi-modal – investigate further

Score Distribution Results (Likert scale)

Number of

respondents




Analysis Options

1. Histogram (distribution graph)

2. Average score (mean)

3. Most frequent score (median)

4. Percentage of respondents satisfied

(score 4 or greater)

5. Percentage of respondents dissatisfied

(score 3 or less)




Histogram using Excel

1. Key in scores possible (1,2,3,4,5)

2. Key in response scores (any order)

3. Data Wizard

4. Enter data range

5. Enter scores possible

6. Use Graph wizard to draw graph




Excel spreadsheet example

1 1 3 3

2 2 3 3

3 4 3 4

4 3 3 4

5 3 4 5

3 4 4

2 5 3

2 5 2

3 3 1

3 2 14 1 4

4 1 4

5 1 5

5 1 5

5 3 5

Bin Frequency

1 7

2 53 14

4 10

5 9

More 0

0

2

4

6

8

10

12

14

1 2 3 4 5 More

Frequency




Histogram using Excel

0

5

10

15

20

25

30

35

40

45

50

1 2 3 4 5




Histogram

Bell-shaped Skewed

Bimodal Uniform




Review Customer Survey – 7 steps

1. Determine Purpose of Survey

2. Identify target Customer Groups


4. Prepare the Questionnaire

5. Test the Questionnaire

6. Conduct the Survey

7. Analyse and Report the Results




Disclaimer

The views expressed in this Toolkit are the views of the authors and do not necessarily reflect the views or policies of the Asian Development Bank (ADB) or Asian Development Bank Institute (ADBI), or their Board of Directors, or the governments they represent. ADB and ADBI do not guarantee the accuracy of the data included in this CD-ROM and accepts no responsibility for

any consequences of their use. Terminology used may not necessarily be consistent with ADB official terms.

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