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Customer Satisfaction Toolkit

By Patrick Davis,2014-02-01 19:10
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Customer Satisfaction Toolkit

    TOOLKIT CONTENTS

    ~ INSTRUMENT 1 ~Sample Customer Service Standards ................................................ 3

    Program Effectiveness .............................................................................................................................. 3

    Serving Well ................................................................................................................................................ 3

    Conveying Courtesy & Respect ............................................................................................................... 4

    Earning Trust .............................................................................................................................................. 5

    Inviting In ..................................................................................................................................................... 6

    ~ INSTRUMENT 2 ~Survey Design Checklist ..................................................................... 7

    I. Early Design Stage .............................................................................................................................. 7

    II. Draw the Sample.................................................................................................................................. 7

    III. Design Survey Form, Instructions, and Questions ........................................................................ 8

    IV. Design and Create Cover Letter ........................................................................................................ 8

    V. Pilot Testing ......................................................................................................................................... 8

    VI. Collection and Data Entry .................................................................................................................. 9

    VII. Analysis and Reporting ...................................................................................................................... 9

    VIII. Available Resources ........................................................................................................................... 9

    ~ INSTRUMENT 3 ~Sample Correspondence ................................................................... 11

    Pre Notice Letter....................................................................................................................................... 11

    Cover Letter .............................................................................................................................................. 12

    Follow up Postcard .................................................................................................................................. 13

    ~ INSTRUMENT 4 ~Sample Customer Service Survey ................................................... 15 ~ INSTRUMENT 5 ~Additional Service Interaction Questions ....................................... 19 ~ INSTRUMENT 6 ~Sample Customer Complaint Form.................................................. 21 ~ INSTRUMENT 7 ~Employee Satisfaction Survey.......................................................... 23

    Toolkit ~ Instrument 1

    SAMPLE CUSTOMER SERVICE STANDARDS

Program Effectiveness

    DESCRIPTION STANDARDS

    Customers’ perceptions of the ; Standards of quality vary by program.

    value received from the service

    provider.

    ASSESSMENT ITEMS

    ; Assessing program effectiveness is particular to each individual program. Each agency

    should develop specific questions at the program level. To assess program effectiveness,

    agencies should identify existing services and then ask the appropriate customer group(s)

    these questions about them:

     How important is the service to you?

     How well is the service meeting your needs?

Serving Well

    DESCRIPTION STANDARDS

    This dimension focuses on the ; We perform the service on time, on budget, and as

    execution of the service, promised.

    whereas the other dimensions ; We return all phone calls and email within 24 hours of focus more on the interface receipt. If more time is needed, we let the customer between the customer and the know how long it will take to resolve an issue. agency. Put simply, providing

    ; We respond to mail correspondence within two weeks accurate, dependable, and

    of receipt. timely service. Delivering the

    service as promised is a ; We listen actively, acknowledge the problem, and ask precursor to customer questions before providing an answer. satisfaction. If agencies don’t

    ; If we cannot provide what is asked, we offer execute well, no amount of

    suggestions and options. courtesy and empathy will

    satisfy the customer’s basic need ; Problems and complaints are resolved quickly with for the service or product. minimal effort on the customer‟s part. We investigate

    the source of problems, so they do not recur.

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Customer Satisfaction Workgroup

    ASSESSMENT ITEMS

    ; Timeliness providing services in a timely manner

    ; Accuracy providing services correctly the first time

    ; Records maintaining error free records

    ; Flexible helping customers find a solution

    ; Expectations providing service which meets customers‟ expectations

    NOTE: Bold items represent the required customer service questions. See Instrument 5 for the actual questions.

Conveying Courtesy & Respect

    DESCRIPTION STANDARDS

    This dimension stresses the ; We will introduce ourselves and remain courteous and interaction between the agency positive in all our interactions. We will be empathetic and the customer. Agencies and helpful, even if we have to say “no”.

    convey courtesy and respect ; We maintain eye contact and demonstrate active through their ability to portray a listening through our expressions and body language. genuine concern for their

    ; On the phone, we wait until an individual has finished customers’ well being. For

    speaking, and then paraphrase what was said to ensure example, listening to customers,

    that we understand the request. working with them to find a

    solution, maintaining a friendly ; When resolving problems, we follow up with and polite manner, and keeping customers to ensure their issues are resolved, and we customers informed. provide periodic updates if a resolution takes longer

    than anticipated.

    ; We clearly explain to our customers what we do, how

    our programs work, and who to contact for further

    assistance. Our communications are clear, concise,

    and jargon-free. If a statute or rule is cited, it is

    explained clearly.

    ASSESSMENT ITEMS

    ; Helpfulness demonstrating a willingness to help customers

    ; Individualized giving customers personal attention

    ; Courtesy exhibiting courtesy and professionalism

    ; Informed keeping customers informed throughout the service interaction

    ; Communication using clear, concise, and jargon free language

    NOTE: Bold items represent the required customer service questions. See Instrument 5 for the actual questions.

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    Toolkit ~ Instrument 1 Earning Trust

    DESCRIPTION STANDARDS

    This dimension emphasizes ; We provide employees with information and training,

    inspiring trust and confidence so they are familiar with the range of products and

    among stakeholders and the services we offer. We see each customer contact as an general public. Trust begins by opportunity to educate.

    demonstrating an ability to ; We ensure legislative and organizational guidelines apply the knowledge, skills, and are applied and adhered to when handling sensitive organizational capacity to information. provide effective service.

    ; A customer feedback form is available in every office, Furthermore, agencies must

    so customers can tell us how we are doing and what assure citizens that any personal

    improvements we can make to our service. and financial information they

    share is secure. Finally, ; We take responsibility if things go wrong, at the agencies must develop a system very least you are entitled to a good explanation and to prevent problems from an apology. occurring and to handle them

    ; We keep the customer the focal point of all activity. effectively when they do. At a

    We consult customers regularly to understand their fundamental level, earning trust

    needs and to assess our services. We report our is a matter of communicating

    findings and take action based upon them. that agencies have the

    customer’s best interest at heart.

    ASSESSMENT ITEMS

    ; Competence demonstrating knowledge and expertise

    ; Confidentiality safeguarding sensitive information

    ; Consistency handling customers‟ concerns in an efficient, reliable, and fair manner ; Customer-Centric placing a high value on customer service

    NOTE: Bold items represent the required customer service questions. See Instrument 5 for the actual questions.

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Customer Satisfaction Workgroup

    Inviting In

    DESCRIPTION STANDARDS

    This dimension considers the ; We maintain convenient hours of operation and availability of a service and the location of service facilities. Waiting time to receive ease with which it can be service is not extensive, and key areas are staffed obtained. Convenience may during lunches and breaks.

    include location, hours of ; We provide options for access to information and operation, mode of access, and services by phone, fax, email, website and in-person. the ease of finding someone to

    ; All telephone numbers give the option of accessing a answer a question. This

    live person at any time. A "live" person is preferred to dimension also highlights the

    answer main lines directed at the general public. tangible aspects of our service

    the appearance of physical ; Employees update their voice mail, email, and facilities, equipment, personnel, electronic calendars to reflect availability. They and communications materials. advise reception personnel when they will be out of

    the office.

    ; We strive to simplify all forms and correspondence,

    so that they are easy to use and understand. We will

    maintain our web site so it is easy to navigate,

    accurate, and up-to-date.

    ASSESSMENT ITEMS

    ; Accessibility making it easy to access information

    ; Convenience providing convenient business hours

    ; Attractive providing visually appealing facilities

    ; Appearance ensuring employees have a neat, professional appearance

    ; Materials producing clear and visually appealing brochures, pamphlets, etc.

    NOTE: Bold items represent the required customer service questions. See Instrument 5 for the actual questions.

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    Toolkit ~ Instrument 2

    SURVEY DESIGN CHECKLIST

    The information provided below is a primer on survey techniques. This brief overview addresses some of the most pressing issues in survey research design as they relate to gauging customer service performance. State agencies vary greatly in size, scope, and statistical expertise. Accordingly, this piece may serve as a useful resource for some agencies, while being too simplistic for other agencies.

    In general surveys are used to find out about a large group of people (population) by selecting a portion of the group (sample) and using the sample to characterize the population. A minimum level of statistical “science” must be applied to the design, collection, and analysis of the results

    to know if the sample validly represents the population of interest. Survey results that are not based on proper sampling, data collection processes, and analytical interpretations are almost certain to be invalid and may potentially produce misleading results.

    I. Early Design Stage

    A. Determine what information is needed.

    B. Identify which staff will work on the survey, and their responsibilities.

    C. Determine a schedule for completing all major steps of the survey process.

    D. Determine a budget for the survey (staff time, supplies, printing costs, postage).

    E. Determine logistics of conducting the survey (e.g. How to contact customers, how to

    create and print a paper version of the cover letter and survey form, steps for mailing

    the cover letter/survey form or for email notification of customers, steps for doing a

    phone survey and/or phone follow-up).

    F. Decide how the survey results will be reported and used.

    II. Draw the Sample

    A. Clearly define the population of customers including the unit of analysis (e.g. people,

    businesses, etc.).

    B. Determine the need for sampling and the appropriate sample design (e.g. entire

    population, random sample, convenience sample, etc.).

    C. Determine the number of customers needed for a statistically valid sample that will

    represent the target audience on the topic(s) surveyed.

    D. Draw a statistically valid sample of customers to survey.

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    Customer Satisfaction Workgroup

    III. Design Survey Form, Instructions, and Questions

    A. Explain how to complete the survey, how much time it will take to complete the

    survey, and when and how to return the survey if responding by mail.

    B. Design a survey form that includes the required customer service questions and any

    optional questions from the list that are relevant for your agency.

    C. Develop additional questions that relate to the overall objective of evaluating

    customer service or other key program goals.

    D. Hold focus groups, interviews, and/or pre-tests with customers if needed, to help

    refine wording of non-required questions and/or define possible responses to

    questions.

    E. Follow standard principles for wording and structuring questions (e.g. limit each

    question to one idea or concept, be precise and succinct, use conventional language,

    use complete sentences, do not ask leading questions, allow for all possible answers,

    avoid ambiguity).

    F. Questions requesting demographic or other categorical information should be

    included toward the end of the survey to allow time to build rapport with the

    respondent. Furthermore, respondents should be asked to identify a particular age or

    income range they fall within as opposed to a specific number.

    G. Choose the appropriate question format (e.g. Intensity Scale, Ranking, Yes/No,

    Open-ended) for the type of information desired.

    IV. Design and Create Cover Letter

    A. Explain why the survey is being done, why the survey is important to the customer

    being surveyed, and how the customer was chosen to participate.

    B. Describe how the survey results will be used, and about confidentiality of responses

    if appropriate.

    C. Provide a contact name and phone number for the customer to call with questions.

    V. Pilot Testing

    (optional, but strongly encouraged)

    A. Have small groups of customers from the target audience take the survey (at the very

    least have several staff members take the survey to complete „b‟ and „d‟ below).

    B. Ask the test group to provide feedback about the clarity of the cover letter,

    instructions, survey questions, and layout of the survey.

    C. Determine if initial response rate assumptions were valid.

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    Toolkit ~ Instrument 2

    D. Make changes based on feedback, and re-test if necessary.

    VI. Collection and Data Entry

    A. Notify customers by telephone, mail, or email of the survey (provide a link to the

    web page for any web-based surveys).

    B. Provide a paper copy of the survey form and a postage-paid return envelope if

    sending surveys by mail. A Word template may be needed for merging customer

    information (e.g. name, address) into the cover letter for the survey. C. For sample surveys, conduct follow-up mailings and/or phone calls to obtain the

    number of surveys needed for a representative sample, and to help control for

    response bias.

    D. Enter responses into a survey database or spreadsheet. Online responses using web-

    based survey applications may automatically store this information. E. Data editing/clean-up: review responses received to look for problems make sure

    the data makes sense. Look for errors in the entry of responses from paper forms.

    Correct errors, or delete an entire set of responses if completely unusable.

    VII. Analysis and Reporting

    A. Tabulate responses to survey questions. Compare results of customer subgroups,

    where appropriate.

    B. Create reports showing survey results; include details about the population, sampling

    frame, sampling procedure, and completion rate.

    C. Review reports internally for sensitive information and possible implications. D. Distribute results to interested parties. Publish survey results on the web, if

    appropriate.

    VIII. Available Resources

    A. The American Statistical Association published an excellent brochure series titled,

    “What is a Survey”. It is available at:

    http://www.amstat.org/sections/srms/whatsurvey.html.

    B. The Council of American Survey Research Organizations‟ “Surveys And You”

    answers many basic questions about survey research. This document can be

    reviewed on the web at: http://www.casro.org/survandyou.cfm.

    C. Survey Monkey (http://www.surveymonkey.com/) is one of several innovative tools

    that are garnering attention as organizations are conducting more surveys on the

    Internet. Subscription rates are quite reasonable considering the number of features.

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    Customer Satisfaction Workgroup

    D. The Survey Research Center at Oregon State University has helped with a number of

    projects for the State of Oregon. More information in available at:

    http://oregonstate.edu/dept/statistics/src/index.htm.

    E. A similar resource is available out of the University of Oregon. The Oregon Survey

    Research Laboratory is available at: http://osrl.uoregon.edu/. This site includes a

    sample size calculator at: http://osrl.uoregon.edu/papers/sampler/. Numerous

    additional sample size calculators are available on the net.

    F. Staff at the Oregon State Library can track down additional information for state

    employees at no charge. Visit www.smartorgov.org for more details.

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