2012 CRP Customer Satisfaction Survey Results

Outline of Slides

• Survey Background

• Service CRPs and Product CRPs

– Overall Satisfaction with NISH

– Satisfaction with Functional Areas

– Attributes Assessed

– Kano Framework

– Summary of Results

Slide 2

Survey Background

Survey Objectives

• Measure changes in CRP customer satisfaction since the 2010 Survey.

– Board uses Total Customer Capture (TCC)*

• Successful 1% (1 percentage point increase over

previous year)

• Exceeds Expectations 2%

• Exceptional 3%

• Identify strengths, areas of improvement and areas for continuous improvement

Slide 4*See Appendix for explanation of Total Customer

Capture (TCC)

Survey Instrument Changes

• Satisfaction data by Department/Functional areas

– Departments within National Office

– Functional Areas within Products and Regional

Offices

• Satisfaction for CRPs doing business in more than one Region

• Separated “importance” and “satisfaction” questions

Slide 5

Measures of Customer Satisfaction

• Top 2-box

– (5) Very satisfied

– (4) Satisfied

– (3) Neither satisfied nor dissatisfied

– (2) Dissatisfied

– (1) Very dissatisfied

• Total Customer Capture (TCC)*

Top 2-Box

Slide 6*See Appendix for explanation of Total Customer

Capture (TCC)

Service CRPs

Slide 8

Response Rate – Service CRPs

• Deployed to 448 Services CRPs on 10/16/2012 and closed on

11/28/2012

– Response Rate of 53% with MOE +/-4.4 percentage points

2008 2009 2010 2012

C P R% M% C P R% M% C P R% M% C P R% M%

228 457 50 4.6 161 443 36 6.2 250 442 57 4.1 237 448 53 4.4

C=Completes; P=Population; R=Response Rate; M=Margin of Error

Overall Satisfaction with NISH(Service CRPs)

2008

(n = 228)

2009

(n = 161)

2010

(n =250)

2012

(n=237)

Rating 5 NA 34% 38% 36%

Rating 4 NA 54% 46% 52%

Rating 3 NA 8% 11% 9%

Rating 2 NA 2% 4% 3%

Rating 1 NA 2% 2% -

TCC NA 79% 79% 80%

Top 2-Box NA 88% 84% 88%

TCC = Total Customer Capture

Top 2-box Satisfaction by Functional Area – Service CRPs

Functional Area Top 2-Box

Training 92%

Support from the Region 88%

Regional Quality & Technical Support 84%

Regional Contract Management 84%

Government Affairs 80%

Finance 79%

Regulatory 79%

Marketing 76%

National Operations 70%

Strategic Business Development 67%

Regional Business Development 67%

Institute 61%

Total Facilities Management 53%

Slide 10

Attributes Assessed – Service CRPs(Top 2-Box Satisfaction)

Attribute Categories

• Business Development (4 questions)

• Pricing (2 questions)

• Contract Support (3 questions)

• Communication (4 questions)

• Problem Resolution (2 questions)

Slide 12

Business Development (Top 2-box)

Slide 13

Pricing (Top 2-box)

Slide 14

Contract Support (Top 2-box)

Slide 15

Communication (Top 2-box)

Slide 16

Problem Resolution (Top 2-box)

Slide 17

These questions were asked in 2012 for the

first time so there is no historical data

Kano Framework Service CRPs

Kano Levels

Expected (E) Key Driver (K) Delighter (D)

Customer expects minimum

level of performance on

these attributes; if not met,

customer is dissatisfied

If basic minimum

requirement is met, no need

to improve performance;

attention can be shifted to

other attributes

These attributes have a

relatively greater

influence on Overall

Satisfaction

Key Drivers should be

primary focus of attention

in effort to increase

satisfaction

These attributes go

beyond the customer’s

expectations

Attributes in this quadrant

are considered areas of

opportunity because

improvements will lead to

customer delight

Slide 19

Survey Questions by Kano Level

Slide 20

Expected/Must-Do's Key Drivers Delighters

Q8B. Informing Me Of AbilityOne

Processes That Relate To PL Projects

Q8D. Timely Communication Of Project

Manager POC Changes

Q9A. Consistently Interpreting And Applying

Rule/Guidelines Related To Resolving

Issues With The Federal Customers

Q8A. Including My CRP In Discussions

With The Federal Customer

Q6B. Negotiating Fair & Reasonable Prices

Agreeable To Both Parties

Q7A. Assistance To Reduce Costs Or

Improve Efficiency

Q8C. Responding To My Agency In A

Timely Manner

Q5C. Consistent Rules/Guidelines For Proj.

Dev, Distrib. & Transparency Process

Q6A. Assistance In Developing Prices

On AbilityOne Contracts

Q7C. Assistance Resolving Problems With

AbilityOne Contracts

Q5A. Identifying AbilityOne Contracts

That Meet My Business Needs

Q9B. Consistent Rules/Guidelines For

Issues With AbilityOne Commission

Q5B. Info On New Opp’s Thru Proj. Dev,

Distrib. & Transparency Process

Q7B. Technical Assistance In Implementing

Best Practices

Note: Green = Above the Mean for Top-Box Satisfaction; Red = Below the

Mean; Blue = At the Mean.

Summary – Service CRPs

Strengths Areas of Improvement Areas for Continuous Improvement

• NISH Staff Overall

• NISH Training

• Support from

• Regional Contract

Management Staff

• Regional Quality &

Technical Support

• Government

Affairs

• South Region

Performance

• Overall Satisfaction

with NISH

• Business Development

Attributes

• Contract Opportunities

• Commercial

• Non-DoD

• Project Distribution

Process

• Communication

Slide 21

Product CRPs

Slide 23

Response Rate – Product CRPs

• Deployed to 132 Product CRPs on 10/16/2012 and closed on

11/28/2012

– Response Rate of 60% with MOE +/-7.0 percentage points

2008 2009 2010 2012

C P R% M% C P R% M% C P R% M% C P R% M%

60 128 47 9.3 47 124 38 11.3 103 133 77 4.6 79 132 60 7.0

C=Completes; P=Population; R=Response Rate; M=Margin of Error

Overall Satisfaction with NISH(Product CRPs)

2008

(n = 60)

2009

(n = 47)

2010

(n=103)

2012

(n = 79)

Rating 5 8% 30% 30% 35%

Rating 4 70% 53% 51% 54%

Rating 3 20% 17% 13% 5%

Rating 2 2% - 6% 4%

Rating 1 - - 1% 3%

TCC 71% 78% 76% 79%

Top 2-Box 78% 83% 81% 88%

TCC = Total Customer Capture

Top 2-box Satisfaction by Functional Area – Product CRPs

Functional Area Top 2-Box

Regulatory 84%

Training 84%

Government Affairs 79%

Finance 77%

Marketing and Communications 76%

Products’ Quality & Technical Support 71%

Products’ Contract Management Staff 68%

National Operations Department 67%

Strategic Business Development 63%

Institute for Economic Empowerment 62%

Products’ Business Development

Staff49%

Slide 25

Attributes Assessed – Product CRPs(Top 2-Box Satisfaction)

Attribute Categories

• Business Development (4 questions)

• Pricing (2 questions)

• Contract Support (3 questions)

• Communication (4 questions)

• Problem Resolution (2 questions)

Slide 27

Business Development (Top 2-box)

Slide 28

Pricing (Top 2-box)

Slide 29

Contract Support (Top 2-box)

Slide 30

Communication (Top 2-box)

Slide 31

Problem Resolution (Top 2-box)

Slide 32

These questions were asked in 2012 for the

first time so there is no historical data

Kano Framework Product CRPs

Survey Questions by Kano Level

Slide 34

Expected/Must-Do's Key Drivers Delighters

Q7C. Assistance Resolving Problems

With AbilityOne Contracts

Q8C. Responding To My Agency In A

Timely Manner

Q9B. Consistent Rules/Guidelines For

Issues With AbilityOne Commission

Q8B. Informing Me Of AbilityOne

Processes That Relate To PL Projects

Q6A. Assistance In Developing Prices On

AbilityOne Contracts

Q5C. Consistent Rules/Guidelines For

Proj. Dev, Distrib. & Transparency

Process

Q8D. Timely Communication Of Project

Manager POC Changes

Q8A. Including My CRP In Discussions

With The Federal Customer

Q6B. Negotiating Fair & Reasonable

Prices Agreeable To Both Parties

Q5A. Identifying AbilityOne Contracts

That Meet My Business Needs

Q5B. Info On New Opp’s Thru Proj. Dev,

Distrib. & Transparency Process

Note: Green = Above the Mean for Top-Box Satisfaction; Red = Below the

Mean; Blue = At the Mean.

Summary – Product CRPs

Strengths Areas of Improvement Areas for Continuous Improvement

• Communication

• Project Manager

POC Changes

• Responding to

CRPs

• Overall

Satisfaction with

support from NISH

• Communication

• Including CRP in

discussions with

Federal Customer

• Informing CRP of

AbilityOne

processes related

to PL projects

• Business Development

• Contract Support

• Problem

Resolution on

contracts

Slide 35

Appendix A

Total Customer Capture (TCC) Explained

Total Customer Capture (TCC)

• The goal is to increase customer satisfaction. There are two ways to do this:

– Reduce the # of 1s, 2s, and 3s and

– Increase the # of 4s and 5s.

• To maximize satisfaction, we need to raise each rater’s rating over time, not just focus on 4s and 5s. Ignoring 1s, 2s, & 3s is a half court strategy.

Slide 37

Total Customer Capture (TCC) – cont’d

• Total Customer Capture (TCC):

– Reports the current level of ratings

– Shows the movement of all ratings over time

– Provides easy analysis of changes in ratings

• An increase in TCC indicates increased satisfaction and decreased dissatisfaction

– Movement from 4s and 5s

– Movement among 1s-2s, 2s-3s, and 3s-4s.

Slide 38

5 steps to compute TCC – Step 1

1. Allocate points to the overall satisfaction ratings (i.e., 5s, 4s, 3s, 2s and 1s)

– Rating 5 = 100 point

– Rating 4 = 75 points

– Rating 3 = 50 points

– Rating 2 = 25 points

– Rating 1 = 0 points

Slide 39

Overall Sat Rating

Points Allocated

5 100

4 75

3 50

2 25

1 0

5 Steps to compute TCC – Step 2

2. Multiply the number of respondents that gave a particular rating by the points assigned to that rating. See table below which is data from the 2012 Services CRP survey:

Slide 40

(A)

Rating

(B)

Points

(C)

# of Respondents

(D) = (B) x (C)

5 100 84 8400

4 75 122 9150

3 50 20 1000

2 25 6 150

1 0 1 0

Total 233 18,700

3. Compute the sum of Column D in table on previous slide.

4. Multiply the # of respondents by 100 points (e.g., 233 x 100 = 23,300)

5. The TCC is determined by dividing the total in Column D by the number from Step #4

• In this example, TCC = 18,700/23,300 = 80.2%

Slide 41

5 steps to compute TCC – Steps 3-5

2012 CRP Customer Survey Results

• For questions, please contact

Leejay Acham

National Office Quality

703-584-3964

lacham@sourceamerica.org

Slide 42