Evaluation of Marketing Activities
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1 Evaluation of Marketing Activities Welcome Center University of Konstanz Dr. Johannes Dingler Welcome Center Tel:
2 Welcome Center of the University of Konstanz Comprehensive non-academic service for international researchers and their families in time and range Support of more thann 1900 reseachers from 91 countries Approximately 300 cases per year Approximately 250 persons supported in Konstanz Approximately 70 persons coming to Konstanz 5 staff Comprehensive survey in evaluation 2 July 3, 2015 Evaluation of Marketing Activities
3 Evaluation and Quality Management Quality Management and Evaluation: Welcome Center of the University of Konstanz Evaluation only makes sense in a broader context of quality management There is a plurality of instruments of evaluation 3 July 3, 2015 Evaluation of Marketing Activities
4 Definition Evaluation Evaluation: Latin word valor : value, and the prefix e/ex: from: to take some value out of something (Reinhard Stockmann) General meaning: assessment, rating of projects, processes and organizational entities Process of judging something or someone based on a set of standards General examination if something is adequate to meet a specific goal (Wikipedia) A systematic determination of a subject's merit, worth and significance, using criteria governed by a set of standards Based on evaluation data processes can be adjusted and optimized Evaluation is a systematic and target-oriented collection, analysis and assessment of data for quality assurance and quality control (evaluationsnetz.com) Assessment based on criteria for a goal 4 July 3, 2015 Evaluation of Marketing Activities
5 Methods of Evaluation Generally: applied social research: practical benefits are the main focus. Observation Expert participation Interview Survey Questionnaire Case study Experiment Secondary data analysis Qualitative methods Quantitative methods Plurality of methods 5 July 3, 2015 Evaluation of Marketing Activities
6 Evaluation in Welcome Centers Why Evaluation? Information about strengths and weaknesses Checking standards Unitary level of service New services Legitimation, self-promotion, showing own profile and success Quality management Quality and structure development Quality management is the main reason for evaluation 6 July 3, 2015 Evaluation of Marketing Activities
7 Quality Management Welcome Center was founded in 2008 Structural integration in the implementation process Clearly defined processes and workflows Clearly defined quality level Unitary standards Equal treatment of customers independent of person in charge Regular statistics (quartely basis) Quality management cycle 7 July 3, 2015 Evaluation of Marketing Activities
8 Quality Management Cycle Needs of Researchers and their Families Definition of Tasks Definition of Standards and Service Levels Definition of Workflows and Processes Complaint Management Implementation Feedback Cycle New Tasks Documentation Evaluation 8 July 3, 2015 Evaluation of Marketing Activities
9 Instruments of Quality Management Welcome Center Final Review Meeting Satisfaction Survey Monitoring of Standard Documentation Definition of Standards Quality Management July 3, 2015 Evaluation of Marketing Activities 9
10 Instruments of Quality Management Welcome Center Final Review Meeting Satisfaction Survey Complaint Management Monitoring of Standards Documentation Definition of Standards Quality Management July 3, 2015 Evaluation of Marketing Activities 10
11 Documentation Instrument: data base Reminder for own cases Case reconstruction for stand-ins Statistics Quality management: Target-performance comparison 11 July 3, 2015 Evaluation of Marketing Activities
12 Monitoring of Standards 6 weeks after arrival Evaluation of all cases: Comprehensive survey Self-evaluation Person in charge evaluates his or her cases according to standards Reflection on the quality of own work Assessment of structural weaknesses Structural feedback 12 July 3, 2015 Evaluation of Marketing Activities
13 13 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
14 Satisfaction Survey Online survey based on questionnaire Comprehensive survey 6 weeks after arrival Software: EvaSys Fully anonymized: sending a link via Automatic software analysis Around 40% return Bias?? 14 July 3, 2015 Evaluation of Marketing Activities
15 15 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
16 16 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
17 17 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
18 18 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
19 19 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
20 20 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
21 21 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
22 22 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
23 23 TT.MM.JJJJ Titel der Präsentation [Einfügen über Kopf- und Fußzeile]
24 Complaint Management Instrument for quality management and for evaluation: complaints are opportunities! Not yet fully implemented Process of complaint management: : receive complaints adequate treatment analysis and disclosure of mistakes looking for an adequate solution learning: feedback and learning process Protection of individual staff Looking for structural causes 24 July 3, 2015 Evaluation of Marketing Activities
25 Final Review Meeting Done for each person in any case Not another questionnaire or survey Key-question-oriented interview Implicitly integrated into the interview Documentation and analysis after the interview Reference to structural adaptation processes 25 July 3, 2015 Evaluation of Marketing Activities
26 Key-Questions Did you like your stay in Konstanz? How useful do you consider the services of the Welcome Center? How did you experience the quality of the services of the Welcome Center? Which services did you mainly use? Which services do you consider the three most important services offered by the Welcome Center? Which services did you miss in the range of services of the Welcome Center? What do you suggest in order to improve our services? Do you have any other comments? 26 July 3, 2015 Evaluation of Marketing Activities
27 Summary Evaluation is an integral structural part of quality management Instruments should be well selected and systematized Mix of instruments Define the goal of evaluation Efford is managable Great benefit for: external presentation, self-promotion, legitimation analysis and improvement of own processes and structures 27 July 3, 2015 Evaluation of Marketing Activities
28 Thank you very much! Dr. Johannes Dingler Welcome Center University of Konstanz Tel:
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