Archive
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Document Name: Resource Manual for Customer Surveys Part 2
Date: 10/01/93
Owner: OMB
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Title: Resource Manual for Customer Surveys Part 2
Author: OMB
Date: October 1993
Status: RO
3. ACTIVITIES IN CONDUCTING A
CUSTOMER SATISFACTION SURVEY
3.1 Introduction
This section provides a step-by-step guide to mounting a
customer satisfaction survey. The guide focuses on the
methodology of designing, conducting, and analyzing a survey,
not on administrative, clearance, or funding issues. (OMB
clearance is covered in Section 5.)
The survey-taking tasks have been divided into twelve stages --
beginning with early planning activities and ending with the
presentation and analysis of results. (See Figure 1)
While much of what is said applies to surveys generally, there
are other features that are unique to customer surveys. For
example, asking about customer attitudes and opinions requires
more careful consideration of the underlying concept that should
be measured than asking factual questions. In addition, to be
useful to managers, customer survey results must be related to
actions that the agency might take to alter customer perceptions.
3.2 Top Management Role
Top management needs to provide leadership in the activities set
out here, particularly at --
- Step 1, where the scope of the customer
measurement program is set.
Heavy involvement is also needed by top management at --
- Step 2, where an attempt is made to identify
the factors and characteristics that contribute
to customer satisfaction.
After Step 2 there may be a need for top management leadership
in refining the scope of the measurement program. In fact, an
extensive back and forth effort may occur between Steps 1 and 2
and ample time should be allowed for this. These first two
steps are far and away the most important and the most in need of
top management attention. On the other hand, while many of the
next steps in the survey-taking process will need monitoring by top
management, they can be carried out, for the most part, by
technical staff. In particular --
- Step 3, where decisions on scope are translated
into the activities needed to identify the
particular customer populations targeted for
study.
- Step 4, where information on how to contact the
targeted customers is developed. (This is also
referred to as constructing the sampling
frame.)
- Step 5, where the data collection method is
chosen (telephone, mail, face-to-face).
Direct top management action may again be advisable at --
- Step 6, where decisions on who will actually
conduct the survey are made (e.g., contract it
out or do it in-house).
The remaining steps, except the last, are largely operational in
nature and need to be implemented by a team of in-house survey
experts or an outside contractor. These are --
- Step 7, developing and pretesting the
questionnaire.
- Step 8, designing the statistical sample.
- Step 9, implementing techniques to achieve high
response rates.
Decisions on the overall sample size and the response rate goals
of the survey have cost implications, and top management needs
to be involved in those decisions.
- Step 10, monitoring and obtaining high uqality
data.
- Step 11, processing the survey data and
preparing it for analysis.
Obviously top management will be on the receiving end of the
survey results, as will many other levels in your agency. For
the last step. . .
- Step 12, summarizing and delivering results
to work well, top management needs to spell out beforehand how
it wants to see the results and, then, to refine its requests
based on what is discovered.
One of the key actions after a survey is completed is to
document lessons learned and recommendations for future sutdies.
No one survey of customers will suffice; an on-going measurement
program is needed so changes in customer perceptions can be
tracked over time. However, improvements in the way
measurements are made should be emphasized early in an on-going
effort ,even if partially at the sacrifice of consistent trend
data.
3.3 Presentation of Steps
Each of the twelve steps covered here is discussed in a more or
less consistent fashion: definitions of the activities are
given, suggestions on who should carry out the step are made,
considerations to think about and some cautions are provided,
and summarizations are included in separate boxes of the skills
needed for each step and the outcomes anticipated. To make the
ideas concrete, examples are interspersed throughout.
Figure 1. The Steps in a Customer Survey
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Step 1 Determining the Scope of the Survey Measurement
Program
Step 2 Identifying the Factors and Characteristics that
Underlie Customer Satisfaction
Step 3 Identifying the Target Customer Population for the
Survey
Step 4 Developing a Sampling Frame of the Target Customers
Step 5 Choosing a Data Collection eMthod Best Suited to
Your Customer Survey
Step 6 Choosing Who Will Collect the Survey Data From
Customers
Step 7 Developing and Pretesting the Survey Questionnaire
Step 8 Constructing the Statistical Design of the Sample
of Customers
Step 9 Designing Procedures to Achieve High Response Rates
in the Customer Survey
Step 10 Ensuring Quality While the Survey Data are Being
Collected
Step 11 Processing the Survey Data and Preparing Them for
Analysis
Step 12 Analyzing the Data, Summarizing the Results, and
Presenting the Fidnings
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Step 1. Determining Scope
As in all large-scale activities, an extensive planning effort
is needed to mount a customer satisfaction survey. The first
planning task is to answer the questions:
- What are your agency's products/services?
- Who are the customers of your agency?
These sound so basic, but prior experience teaches that coming
to an agency consensus on the answers may be difficult.
Top and middle management should participate, along with your
agency's front-line staff, in answering these questions. Input
from all levels of the organization is necessary, since the
products and customers look different depending on one's
position in the organization. The Executive Order addresses
programs that serve the public directly, but you may also identify
other agencies, private organizations or your own agency staff as
customers. It may be useful to distinguish between internal and
external customers.
Another major aspect in determining overall scope is deciidng --
- What should the specific survey goals be?
Part of the answer here is to look at how the survey information
will eventually be used to develop service standards. Usually
it will be necessary to make hard choices about which key issues to
measure. You should be preparde to rethink these choices once
initial survey results become available.
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To Determine the Scope of the Survey Measurement Program
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You Should Have:
* knwoledge of the agency's products and services
* experience with attitudinal measurement issues
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You Should Produce:
* identification and definition of agency's
products/services and customer groups
* statement of survey goals, keeping in mind the
eventual use of the data is to set service standards
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Step 2. Defining Customer Saitsfaction
Customer satisfaction is a many faceted concept; it is clearly
not just the answer to the single question, "How satisfied are
you?"
- How then should customer satisfaction be defined?
The agency should listen to customers and front-line employees
to obtain their defintiions of the agency's services and the
attributes that determine satisfaction/dissatisfaction. The
agency also needs to know the criteria used b ythe customers to
evaluate the various products and services. It is miportant to
talk to as diverse a group of customers as possible, so that no
major perspective or point of view is omitted.
The ingredients of satisfaction for agency customers must be
identified. Overall satisfaction is affected by customer
expectations, their ideal or required performance, and actual
performance of the agency. The agency must identify activities
that might affect the satisfaction of its customers and what
aspects of the service are important. For some agencies this
may require separate measurements of satisfaction for
- the agency's products (e.g., nature and size of benefit),
and
- the service concerning those products (e.g., helpfulness of
staff).
Important activities must be measured along with satisfaction,
so that the relationship between agency actions and customer
satisfaction can be observed. For example, in an agency
processing benefits, the timeliness of the process (regardless
of outcome) may be a major determinant of satisfaction. Ideally,
the agency should be able to show, quantitatively through the
survey results, the degree to which changes in agency actions
affect customer satisfaction.
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To Identify the Factors that Underlie Customer Satisfaction
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You Should Have:
* knowledge of the agency's products/services
* experience with attitudinal measurement issues
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You Should Produce:
* lists of agency activities that affect customer
satisfaction
* descriptions of components of satisfaction as seen by
customers
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Step 3. Identifiyng Target Customers
This step is where decisions on the scope of the survey program
are translated into the activities needed to identify the
customer populations targeted for study. Federal agencies serve
distinct and diverse groups of customers. For example, some
serve individuals and families; others serve organizations.
- Who are the specific groups of customers you want to survey?
The customer types and the products/services have already been
identified in Step 1, and the criteria for measuring customer
satisfaciton have been agreed upon in Step 2. Now, that work
done in Step 1 has to be translated t othe context in which the
survey is conducted.
Key segments of the customer base and other characteristics of
the customers should be identified for measurement in the
survey. For example, the agency may already have records of
contacts with some customers but may have to develop new
recordkeeping systems to survey other customers.
Ideally, the agency will choose for initial studies those
combinations of products and services, on one hand, and
customers, on the other, that will contribute most to the
overall performance of the agency. It may be prudent, though,
to begin the customer survey program with studies of those on
whom records already exist, while other information soruces are
being developed.
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To Identify the Target Customer Populations for the Survey
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You Should Have:
* knowledge of products and services key to agency
success
* knowledge of sampling statistics and of what kinds of
customer lists are appropriate for survey use
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You Should Produce:
* descriptionso f key customer groups and
products/services to be studied in the survey
* ideas for expanding the set of customers that are
accessible for later surveys
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Step 4. Developing the Sampling Frame
Having decided upon your target customer population, you can now
identify some means to select a sample of them. To do so, you
should develop a "sampling frame."
- What is a sampling frame?
It is a list o fcustomers with addresses, telephone numbers, or
some other information indicating how customers can be
contacted. This information can be distilled from various sources.
For instance, reviewing administrative records; collecting names,
addresses, etc., at point of contact; or locating indirect
customers by contacting direct customers. Bear in mind that
frames vary in quality -- completeness, rececny, inclusion of
information for contacting the customers, etc.
Certain subclasses of customers that may be of special interest
in a satisfaction survey may be difficult to enumerate. For
example, it ca nbe challenging to contact discouraged or
infrequent customers, or the customers of agencies that have no
formal documentation of services provided. The ability to make
general statements about your agency's customers based on the
survey results is linked to how complete and accurate your frame
is.
A frame can include information on the transaction per se or on
the customer per se. This (whether the frame includes transaction
data or customer data) will have statistical repercussions that
must be taken into consideration. For instance, if you are using
a frame that contains contact/episode/transaction data, single
customers can appear in the frame many times, leading to problems
of multiple records.
In many cases, the information required to construct a frame is
inaccessible or difficult to obtain because it is considered
confidential. In other cases, once the frame is constructed, the
mix of information can be such that the frame itself becomes
confidential. It is important to separate administrative uses of
the frame from survey uses of the frame.
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To Develop a Sampling Frame of the Target Customers
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You Should Have:
* knowledge of applied statistical sampling techniques
* knowledge of administrative systems that generate
information on the agency's customers
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You Should Produce:
* description of existing customer lists
* documentation on how to access existing customer data
bases
* documentation on limitations of alternative customer
lists for selecting the custome rsurvey sample
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Step 5. Choosing the Data Collection Method
There are a number of different approaches to conducting a survey
-- self-administered mail questionnaires, telephone surveys and
face-to-face surveys.
- Which data collection method is best suited for your customer
survey?
The type of frame developed for the survey will determine, or
limit, the choice of data collection methods. For instance, some
frames have only customer addresses, making mailed questionnaires
the most feasible choice. Other frames come from individual
telephone or face-to-face contact of customers with the agency.
In any case, the nature of the service may affect the type of
data collection methodology that can be used.
Each type of data collection method comes with its associated
costs. Self-administered mail surveys are the least costly, with
telephone surveys running second, and face-to-face interview
surveys being the most expensive. Data collection methods also
vary in the amount of time they take to conduct. Telephone
surveys are the fastest, face-to-face surveys run escond, and
mail questionnaires are the slowest (because of the time required
to return questionnaires and complete follow-up activities, using
the mail). In addition to cost and time, data collection methods
vary along other aspects that can ultimately affect the quality
of survey results -- response rates, quality of answers provided,
and credibility of confidentiality pledges. Overall survey
quality is a complex mix of these and other features connected to
the data collection method.
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To Choose a Data Collection Method Best Suited to Your
Customer Suvrey
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You Should Have:
* knowledge of alternative survey methodologies
* experience in survey design for diverse populations
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You Should Produce:
* documentation of the various methods considered
* description of data collection approach to be used
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Step 6. Choosing the Survey Team
Next you need to decide what group should be charged with
collecting the customer survey data. In particular --
- Having decided on the basic data colleciton method, how do
you implement it?
Data collection can be undertaken by agency staff who have direct
contact with the customer, yb agency staff removed from customer
contact, by another government agency, or by an independent
contractor. Whatever choice your agency makes, the manner of
contacting the customer and the interviewer asking questions must
strive to elicit responses in an objective manner, giving the
sampled customers freedom to express satisfaction or
dissatisfaction. For some contexts this objectivity will be
difficult to obtain if the staff who provide the service are
also used to collect the survey data.
When interviewers are used, they should receive training in those
aspects of the agency's services that should be known in order to
record customer feedback accurately. This step may be needed
even if in-house staff is used in the interviewing, to assure
uniform interviewing behavior. Regardless of who does the
interviewing, they should be trained in traditional survey
interviewing techniques.
In addition, whoever does the data collection should have a good
track record for designing and conducting attitudinal surveys
with high cooperation rates. Remember that prices of data
collection of equal quality can vary across units, and the agency
needs to be alert to judging the best value among alternative
sources. Also, as the survey process can take several months to
more than a year, continuity in data collection should be
considered.
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To Choose Who Will Collect the Survey Data from Customers
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You Should Have:
* ability to make cost and quality tradeoffs
* knowledge of skills, flexibility, and quality of work
of independent data collectors
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You Should Produce:
* description of characteristics of data collector
* if data collection is contracted out, description of
procedures for financial and technical oversight
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