Public Opinion and Customer Satisfaction Research BEST PRACTICES. Satisfaction Research. January /21/2010 Controller's Office - CSA 1

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1 Public Opinion and Customer Satisfaction Research BEST PRACTICES in Public Opinion and Customer Satisfaction Research January /21/2010 Controller's Office - CSA 1

2 Agenda Overview Public Opinion Polls Customer Satisfaction Surveys Focus Groups Intercept Interviews Comment Cards CRM - Customer Analytics 1/21/2010 Controller's Office - CSA 2

3 Overview: Research is an essential component in delivering effective and efficient government services Research offers insight to our customer s: s: ATTITUDES VALUES BELIEFS NEEDS/WANTS PAST BEHAVIORS Creating a clear path for improving government 1/21/2010 Controller's Office - CSA 3

4 Overview: The best research tool depends on the information being sought RESEARCH TOOL BOX Public Opinion Research Customer Surveys Focus Groups Intercept Interviews Comment Cards CRM - Customer Analytics Aggregate of individual attitudes, values, and beliefs held by the adult population. The voice of the people. Customer Satisfaction: Measure of how products/services meet or surpass customer expectations and what new products/services meet current unmet needs/wants Data from past behavior is used to help make more informed business decisions 1/21/2010 Controller's Office - CSA 4

5 Public Opinion: Since 1973, the European Commission has been measuring public opinion to inform itself about the views of European Union citizens 1/21/2010 Controller's Office - CSA 5

6 Public Opinion Tools: Scientific polls provide the best direct source of information on public opinion Scientific polls make certain the participant population s voice is heard Scientific Polls Pollster identifies and seeks out people to be interviewed Results offer reliable guide to the opinions of many people Unscientific Polls Respondents usually volunteer their opinions, selecting themselves Tell nothing beyond what the respondents say Only those who are discussing a given public opinion at any one time 1/21/2010 Controller's Office - CSA 6

7 Customer Satisfaction Surveys: Customer Satisfaction is a key performance indicator which measures how a product or service is meeting customer s expectations WHY SURVEY: Available information is inadequate to satisfy your needs Current surveys or data cannot produce the required information The need for data justifies the cost to obtain it 1/21/2010 Controller's Office - CSA 7

8 Customer Satisfaction: Research has found 10 factors influence customer satisfaction 10 Domains that influence Customer Satisfaction Quality Value Timeliness Efficiency Ease of Access Environment Inter-Departmental Teamwork Front Line Service Behaviors Commitment to the Customer Innovation Psychological state of satisfaction will vary from person to person and product/service to product/service. However, research has found quality values which influence satisfaction behavior 1/21/2010 Controller's Office - CSA 8

9 Customer Satisfaction Tools: Customer Satisfaction tools help identify customers needs and pain points CUSTOMER SATISFACTION TOOLS Customer Surveys Scientific customer polling to identify their level of satisfaction with an existing product or service, and to discover their hidden needs and expectations for new or proposed products or services. Focus Groups A small group selected from a wider population and sampled, by open discussion, for its members' opinions about or emotional response to a particular subject or area, used especially in market research or political analysis. Intercept Interviews A quantitative data collection method, also often called exit interviews, in which visitors or customers are interviewed immediately after their experience with a business or organization. Comment Cards A research tool found in stores, restaurants, hotels, banks and any other place of business that serves customers that allows the customer to express their opinion and provide valuable feedback. 1/21/2010 Controller's Office - CSA 9

10 Customer Satisfaction Surveys: Most accurate barometer for predicting success of a product or service PROs APPLICATIONS Accurate barometer e for predicting success of a product or service Determine level of satisfaction with product or service Determine likelihood to use again Determine loyalty to a product or service Most scientific of all customer satisfaction tools Uses small sample sizes to generate perceptions on large populations of customers Easy to analyze data CONs Does not provide insight to entire population Relies on customers propensity to fill out the survey Answers limited by survey design 1/21/2010 Controller's Office - CSA 10

11 Customer Satisfaction Surveys: Scientific customer polling to identify their level of satisfaction with an existing product or service SURVEY TYPES Mail Survey: Cheapest customer satisfaction survey type Requires little effort from the questioner Limited by the fact that respondents must be able to read Telephone Survey: Most expensive customer satisfaction survey type Requires much effort from the questioner Limited by the fact that respondents must have a telephone Web Survey: Requires technology resources to design and format survey Participants are more likely to be self-selected Severely limited by the fact that respondents must have access to the internet 1/21/2010 Controller's Office - CSA 11

12 Intercept Interviews: A quantitative data collection method in which visitors or customers are interviewed immediately after their experience with a business or organization APPLICATIONS Determine consumer awareness and perceptions of product/service Determine consumer attitudes, motivations, and behavior towards a product or service Develop customer profiles Evaluate brand image Determine what other product/services your customers use PROs Provides insight to customer demographics Customer s experience fresh in their mind CONs Not a scientific sample of customers Can t make inferences to current customer base or future customers 1/21/2010 Controller's Office - CSA 12

13 Focus Groups: Qualitative research of an interactive group of people discussing a specific topic APPLICATIONS Understand customer perceptions on a more in-depth levelel Have participants generate new ideas based on personal needs Questions serve to initiate open-ended discussions PROs Less expensive than other research Encourages free flow of ideas Customer emotions towards different subject matter can be observed CONs Group may be overtaken by particular members Responses may be influenced by group dynamics Not representative of entire population 1/21/2010 Controller's Office - CSA 13

14 Comment Cards: A research tool that allows customers to express their opinions Customers who fill out cards: PROs Either very happy or unhappy Et Extremely bored Cheap and easy to Customers with requests for products or services distribute Can offer insight into problem areas Typical comment cards: Makes customer fit their experience into common categories Incident leading customer to fill out card is usually uncommon Cannot be used for customer satisfaction surveys Gives customers a chance to tell their story Good comment card example "Dear Gavin: Here is something I would like you to know... [Lots of white space] Sincerely yours," [Space for name, address and phone number] CONs Need to read all the comments Severe analysis limitations due to selfselection 1/21/2010 Controller's Office - CSA 14

15 Customer Analytics: Internal data from past behavior is used to make better business decisions PROs Data readily available APPLICATIONS Analyze usage patterns of customer segments Develop customer profiles based on usage history Identify cross-sell opportunities Statistical methodology offers reliable predictive model building CONs Based on current customer base only Data may be hard to tie together Creator: Kristen Guhde /21/2010 Controller's Office - CSA 15

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