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Measuring Library Patron Satisfaction using CMT. Customer Satisfaction Survey Results Oxford County Library November, 2004 Presented at OLA Super Conference, Toronto February 5, 2005. Oxford County Library. 18 branches: Ingersoll and 17 rural villages

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Measuring library patron satisfaction using cmt

Measuring Library Patron Satisfaction using CMT

Customer Satisfaction Survey Results

Oxford County Library

November, 2004

Presented at OLA Super Conference, Toronto

February 5, 2005


Oxford county library
Oxford County Library

  • 18 branches: Ingersoll and 17 rural villages

  • Serving a total population base of about 50,000 in Oxford County outside Woodstock and Tillsonburg


Why measure customer satisfaction
Why measure customer satisfaction?

  • Satisfied customers return. Dissatisfied customers avoid returning and drive away potential new business. Therefore, we place value customer satisfaction, want to know what level we achieve and strive to offer high quality service.

  • Quantify service performance for funders, especially re: employment services.

  • Promote library to community


Our survey
Our Survey

  • Based on Common Measurements Tool

  • Supported by HRSDC and Library Strategic Development Fund, Ontario Ministry of Culture

  • All 18 branches

  • November 8-27 (November 22-27 coincided with library “count week”)

  • One page questionnaire, self-administered

  • Incentive: draw for Rand McNally Ontario Road Atlas (value $24.95), 2 consolation prizes of Rand McNally Pocket Road Atlas (value $8.95 each)


Results
Results

  • Total questionnaires returned 713

  • Total survey ballots completed 709

  • Total repeats 44

  • Unique responses (minimum) 665

  • Participants at all branches


How did we get so many
How did we get so many?

  • Staff teamwork and commitment

  • Incentive

  • Anonymity assured

  • Patrons like OCL branches and staff and want to show support

  • Concern for security of service location

  • Simple questionnaire – 1 page, multiple choice questions

  • Invitation to submit more detailed comments


Who responded
Who responded?

  • Draw tickets included phone number

  • Based on telephone exchange, a minimum of 83% were “local”


Services used
Services Used

Books

74 %

Computers

Program/event

21 %

Gov’t info

Jobs

Other


Frequency of use
Frequency of Use

Monthly

Weekly

35 %

32%

Multiple/ week

Infrequently

First Time



Staff were knowledgeable and competent
Staff were knowledgeable and competent

91.1 %

n/a






Satisfaction with amount of time it took to get service
Satisfaction with amount of time it took to get service

91.5 %

n/a

Satisfied Dissatisfied


Satisfaction with accessibility of service
Satisfaction with accessibility of service

90.1 %

n/a

Satisfied Dissatisfied


Satisfaction with overall quality of service delivery
Satisfaction with overall quality of service delivery

91.1 %

n/a

Satisfied Dissatisfied




Nice numbers but of what value are they
Nice numbers….But of what value are they?


Weighting responses to facilitate comparisons
Weighting Responses to Facilitate Comparisons

Strongly agree: # responses x 1

Agree: # responses x 2

Neither agree nor

disagree: # responses x 3

Disagree: # responses x 4

Strongly disagree: # responses x 5

No answer/not applicable: not included



Average performance scores all respondents and 1 st time users
Average Performance Scores: All respondents and 1st time users


Average performance scores all respondents and job seekers
Average Performance Scores: All respondents and Job seekers



Average satisfaction scores all respondents and 1 st time users
Average Satisfaction Scores:All Respondents and 1st time users


Average satisfaction scores all respondents and job seekers
Average Satisfaction Scores:All Respondents and Job seekers


Advice on the use of cmt
Advice on the use of CMT

  • Pretest questionnaire

  • Avoid distractions

    • Introduction of new circ system

    • Other survey underway

  • Not appropriate in its present form for feedback on events


Biases
Biases

  • Community perception about motivation behind/use of survey

  • Personal relationship between staff and respondents


Concerns about cmt
Concerns about CMT

  • Satisfaction ratings without respondents’ comments difficult to interpret accurately

  • Response may be indicative of nature of service performed, yet not reflect performance

  • Repetitive multiple choice questions invite repetitive thoughtless answers

  • Use CMT to measure system (not individual) service performance

  • Staff perception of intended purpose of survey may impact response rate and results


Measuring library patron satisfaction using cmt

George Stock

Special Programs Coordinator

Oxford County Library

c/o Innerkip Public Library

Innerkip, ON N0J 1M0

(519) 469-3824

gstock@ocl.net