Customer Satisfaction Surveys: Process, Tools and Practical Experience

1. Customer Satisfaction Surveys: Process, Tools and Practical Experience Sheila Blakeslee and Sharon Weisfeld North Coast HDI Meeting August 2003

2. Why Should We Survey? • “To address IT effectiveness, IS organizations must implement or increase the use of a survey mechanism to measure the satisfaction of internal customers and the quality of their IT services” (Kris Brittain, Gartner Group, November 2001) • Drive continuous improvement efforts • Key element of Balanced Scorecards and Quality Management systems

3. Establishing a Survey Program • Define the survey goals, focus and audience • Determine survey administration method • Develop the survey questionnaire • Define survey reporting and follow-up processes

4. Survey Goals, Focus and Audience • What do you want to learn from the survey? • What services are you trying to measure? • What do you hope to do with the information? • Who can best provide insight and feedback?

5. Survey Types • Periodic (annual) – generating customer profile information, overview of relationship • Transaction-based – gathering specific feedback on service events, quality control • Passive – having a form available for whoever would like to participate, usually not a scientific survey

6. Survey Administration Methods • Survey Format: • Phone Calls • Face-to-face interviews • Paper Surveys • Electronic (e-mail or web-based) • Administration: • In-house • External service provider

7. Electronic Options • E-mail with attachment • E-mail form • Integrated into help desk tool • Internet / Intranet based • Homegrown tool / programming • Survey development / hosting tool

8. Survey Questionnaire • Keep it short and focused • Use close-ended questions (multiple choice, rate on a scale, true or false) for easier tabulation • Include opportunity for open-ended comments • Capture all relevant aspects of service – responsiveness, reliability, results, etc. • Put questions in sequential / logical order • Can ask for ranking in order of importance

9. Survey Reporting and Follow-up • Determine how to calculate and format results – set a target for satisfaction scores • Decide on methods and frequency of publication / communication of results • Define follow-up to be done with respondents • Set up a process for analyzing results and initiating action plans • Set up a review cycle to identify survey process improvements

10. Global Support Center (GSC): A Survey Case Study • Eaton’s enterprise 1st level help desk, based in Eastlake, OH and Glasgow, Scotland • Handle approximately 7000 calls / month in Eastlake on a 7x24x365 basis with 13 analysts • Handle approximately 900 calls / month in Glasgow on a 5x10 basis with 4 analysts • Utilize Peregrine ServiceCenter for all call tracking for both sites

11. GSC’s Survey Goals & Focus • Wanted ongoing, specific feedback about individual service events from our internal customers (transaction-based) • Hoped to survey 10% of all tickets closed per week on a weekly basis • Identify areas of strength and weakness • Needed to accomplish this with existing resources and a very limited budget

12. GSC’s Administration Method • Requirements: • Integrated with ServiceCenter • Automated to handle the volume • Ability to send personalized invitation with service event information • Automated method of data gathering & analysis • No progress until responded to an HDI survey and found WebSurveyor!

13. WebSurveyor • Easy to use PC-based survey development client that integrates with WebSurveyor’s hosted services on the Internet • Reasonable pricing based on number of surveys hosted concurrently & e-mails sent • E-mailing capability to automate the process of sending personalized invitations and surveys utilizing a comma-delimited extract file from ServiceCenter (ability to pass hidden fields)

14. Survey Invitation Dear JENNY ADSHEAD, Thank you for using the Global Support Center on 8/7/2003 11:16 about ticket number INC761190 - EU account locked.. Your satisfaction and feedback are important to us. Would you please take a few moments to complete a brief survey on the service you received, to help us serve you better? To go to the survey, simply click on the link below: http://webemailer.com/C.dll/sharonweisfeld@eaton.comJxzD9lfD9RU1J.htm Please fill out the form within 1 week. To view the previous survey results you can click on this link Remember - you have to be inside the firewall to view this http://gio.tcc.etn.com:8080/program/metrics/gss/index.jsp Thank you! GSC Management Team

15. GSC’s Satisfaction Survey

16. GSC’s Satisfaction Survey

17. Survey Development & Admin • Building a Survey • Question types • Publish • Clean up • Mail Merge • Updating Results • SQL • Off-load • Showing End Results

18. Question Types

19. E-mail Generation

20. Batch Send-out

21. Job Ordering

22. Updating Results

23. Survey Development & Admin • Added survey directed to GSC’s 2nd level support groups to rate GSC’s ticket handling services • Now demand for survey services from other groups • Multiple Surveys • Hard drive files • Email txt file

24. GSC’s Detail Survey Results

25. GSC’s Summary Survey Results

26. GSC’s Summary Survey Results

27. GSC Survey Follow-up Processes • Review all responses and comments • Contact any respondent who indicated dissatisfaction on any question • Track all contacts on a spreadsheet • Meet monthly to review and identify action items • Post results on the GSC web site • Utilize results for our Analyst Scorecard • Results part of the new Balanced Scorecard

28. Lessons Learned • Survey questions, scale and formatting is critical • Requires discipline and ongoing focus to keep the survey momentum going • Don’t start unless you are serious about follow-up and initiating improvements • Respondents want to know that you are taking their input seriously • Provides valuable, unbiased, quantitative data on help desk performance!

29. Selected Resources • Customer Surveying: A Guidebook for Service Managers by Frederick C. Van Bennekom • www.CustomerSat.com (survey services) • WebSurveyor (survey tool) – contact Bryce Segar at 210-680-9175 *** Sign up for a chance to win a free 3 month license

30. Questions?