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- Conducting Statewide
Customer Satisfaction
Surveys
Brad Sickles
U.S. Department of Labor
Employment and Training
Administration
- Measuring Customer
Satisfaction
Participant Customer Satisfaction
Employer Customer Satisfaction
Customer ratings on each of the three core
questions regarding satisfaction are
weighted to account for regional
differences and reported on a 1 to 100
T he
T he scale. Computation of the ACSI is
Measur es
Measur es discussed in the WIA reporting guidance.
The American Customer Satisfaction
Index (ACSI) is used to report statewide
results to the Department.
- The Core ACSI Questions
1. Utilizing a scale of 1 to 10 where “1” means “Very
Dissatisfied” and “10” means “Very Satisfied” what is your
overall satisfaction with the services provided from
________?
2. Considering all of the expectations you may have had
about the services, to what extent have the services met
your expectations? “1” now means “Falls Short of Your
Expectations” and “10” means “Exceeds Your
Expectations.”
3. Now think of the ideal program for people in your
circumstances. How well do you think the services you
received compare with the ideal set of services? “1” now
means “Not very close to the Ideal” and “10" means “Very
Close to the Ideal.”
- Participant Customer Satisfaction
The weighted average of participant ratings on
each of the three questions regarding overall
satisfaction reported on a 1 to 100 scale.
Who: Participant with a case closure
When: After case closure and no later than
60 days after date of case closure
T he
T he How: Telephone survey
Measur es
Measur es
Required completions: 500 statewide
Required response rate: 70%
- Employer Customer Satisfaction
The weighted average of employer ratings on
each of the three questions regarding overall
satisfaction reported on a 1 to 100 scale.
Who: Employers who receive a substantial
service.
When: 1to 60 days after date of the
completion of a service. For employers who
T he
T he listed a job order where no referrals were made,
Measur es
Measur es contact should occur 30 to 60 days after a job
order was listed.
How: Telephone survey
Required completions: 500 statewide
Required response rate: 70%
- Capturing Customer Satisfaction
Results to Assess Local WIBs
States may use the ACSI questions and approach to
measure satisfaction at the local level
States may also develop their own customer satisfaction
instruments and approach for assessing local WIBs
Approaches must be applied
uniformly and consistently to
all WIBs
WIA reporting guidance outlines
parameters for collecting customer satisfaction results
- Surveys to Obtain State Level
Results
Response rates: 70%.
Response levels below the specified minimums will
invalidate the results.
States are required to determine the appropriate sample
sizes. States are no longer required to draw minimum
sample sizes of 1,000.
Respondents must be told responding to the survey is
voluntary and the information will be kept confidential.
States must create a process for creating an up-to-date
customer list, capturing information on each customer’s
address and telephone number.
- Surveys to Obtain State Level
Results
A survey is complete when valid answers are provided
by the respondents for each of the core ACSI questions.
Valid answers are responses 1 through 10.
The calculation of the ACSI score includes only the
results from complete surveys.
The introductory statements for both the participant
survey and the employer survey were revised to better
set the context for the interviews.
- Surveys to Obtain State Level
Results
Local program staff must inform the customer at the
time of participation about the importance of satisfying
customers and the possibility of being contacted for
information on his or her experience with the services.
The interview should be limited to 15 minutes or less.
A minimum of five follow-up attempts is required,
involving various times of the day before closing the
record.
- Surveys to Obtain State Level
Results
Local programs should collect alternate contact
information.
A letter in advance of the survey should be sent out
informing the customer that he or she can expect to be
contacted about his or her satisfaction with the services.
- Creating Questions to
Supplement the ACSI
Customer Satisfaction Not the Same as
Customer Service
Customer service is measured by standards set
by you or your agency.
Customer satisfaction is measured
by the customer’s standards for
the services, regardless of whether
they make sense.
- Drivers of Satisfaction
Service Quality Customer Service
Measures Characteristic
• Convenience • Courteous
• Accessibility • Professional
• Ease of use • Attentive
• Timeliness • Friendly
• Safety • Helpful
• Reliability • Knowledgeable
• Accuracy • Prompt
• Thoroughness • Informative
• Fairness • Honest
• Appropriateness • Candid
• Attractiveness and cleanliness
- Characteristics of Firms With
High Customer Satisfaction
Customers define quality
Variety of services
Customization of services
Convenience of services
Timeliness of services
Continually identify factors that influence satisfaction
Continually identify expectations and set customer
service standards well above these expectations (to
“delight” customers)
- Writing Effective Questions
Remember your survey's purpose: to
provide you feedback on the level of
satisfaction.
If you have doubts about a question,
discard it.
State your questions simply.
Stay focused when writing questions; avoid vague areas.
If a question can be misinterpreted by the respondent,
chances are that it will be.
Include only one subject per question.
Avoid questions that lead respondents.
Consider optional ways to ask questions that deal with
sensitive areas.
- Writing Effective Questions
Create questionnaire items to determine the key drivers
of satisfaction…
- Constructing Effective
Response Items
Answer options need to be mutually
exclusive and exhaustive.
Keep open‑ended questions to a
minimum.
Respondents interpret time-oriented
responses differently, such as “never,”
“sometimes,” and “always.”
Consider a "don't know" responses when you create
answer sets.
Create meaningful scales for rating services.
- Ordering Questions
The first series of questions should be easy for the
respondent to understand and should capture his or her
attention and interest.
Start with general questions and gradually shift to
more specific questions.
Group questions in logical sections and
sequence sections or questions in a well
thought out order.
Introduce each new section with a
summary statement so that participants
have an opportunity to adjust to the
new set of questions.
- Ordering Questions
Position questions about personal or sensitive issues
toward the end of the questionnaire.
The order of similar items on a list can bias results.
Randomly or alphabetically order items and indicate in
the instructions how they are ordered, reducing the
likelihood that respondents will see the first items as most
important of the group.
Put demographic questions at the end of the survey form.
Seek to minimize the number of times the a “skip rule” is
followed as confusion can result with too many skips or
when skips become overly complicated.
- Resources
Fowler, F. J., Jr. Survey Research Methods (2nd ed.). Thousand
Oaks, CA: Sage Publications, Inc., 1993.
Hayes, Bob E. Measuring Customer Satisfaction: Development and
Use of Questionnaires. Milwaukee: ASQC Quality Press,1993.
Payne, S. L. The Art of Asking Questions. Princeton, NJ: Princeton
University Press, 1951.
Schuman, H and Presser, S. Questions and Answers in Attitude
Surveys: Experiments in Question Form, Wording, and Context.
New York: Academic Press,1981.
Simply Better! The Voice of the Customer, Second Edition.
Washington: U.S. Department of Labor, Employment and Training
Administration, 1998.
Sudman, S. and Bradburn, N. Asking Questions: A Practical Guide
to Questionnaire Design. San Francisco, CA: Jossey‑Bass Inc., 1982
Vavra, T. G. Improving Your Measurement of Customer
Satisfaction. Milwaukee: ASQC Quality Press, 1997.
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