ITMPI005

How to Gather Useful, Usable Customer Satisfaction Feedback

Naomi Karten

naomi@nkarten.com

www.nkarten.com

About My Services

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Topics

1. Key points about feedback gathering

2. Flaws and fixes

3. Case studies of innovative approaches

What I Often Encounter

“We’re going to do a survey.”

“We conducted a client satisfaction survey.”

“We did a survey two years ago.”

“Maybe we ought to do a survey.”

“We just did a survey and we’re waiting for the results.”

Feedback-gathering is a process.

It is not an event.

Key Point

Ways to Gather Feedback

1. Written: printed, email, and web-based surveys

2. By phone: surveys, interviews and conversations

3. In person: meetings, one-on-ones, discussions, interviews, and...

Super

So-so

UGH!!

FBWA

Feedback by Walking Around

“They tell you things when you’re there that they don’t tell you when you’re not there.”

When to Gather Feedback

1. At the start of a new relationship or project

2. Regularly throughout your working relationship

3. When modifying your processes and practices

4. After receiving negative feedback

Flaws in Basic Assumptions

It’s a serious flaw to assume:

That NO complaints means clients are happy

That the complaints you’ve received are ALL there are

Flaws in Basic Assumptions

Example:

An apparently successful project which wasn’t

LESSON: Gather feedback throughout your projects. Don’t wait till it’s too late to take action.

Flaws in Planning #1

Using only surveys, rather than a mix of feedback-gathering methods

Flaws in Planning #2Requesting ratings and rankings only, rather than inviting open-ended comments

Flaws in Planning #3a

Gathering feedback and then doing

ABSOLUTELY NOTHING

with it.

Flaws in Planning #3b

Promising to act on the feedback and then doing

ABSOLUTELY NOTHING

Flaws in Gathering Useful Feedback

People may not give you useful feedback unless:

1. You make it easy for them.

2. You make it comfortable for them.

3. You focus on the service attributes most important to them.

To Gather Useful Feedback #1

Make it easy for them:

1. Keep your feedback gathering brief.

2. Allow time and space to respond.

3. Don’t require unnecessary steps.

To Gather Useful Feedback #2Make it comfortable for them:

1. Allow privacy in responding.

2. Make signatures optional.

3. Frame requests appropriately. What are two things we’re doing well and

two things you’d like changed?

Based on your experience, what would you most like us to do differently?

To Gather Useful Feedback #3

Focus on the service attributes most important to them.

1. Don’t assume you know what’s most important to them.

2. If you don’t know what’s important to them, ask.

To Gather Useful Feedback #3

CUSTOMER SURVEY

What aspect(s) of our service are most important to you?

Regarding the above, how are we doing?

What’s Wrong Here?

Please indicate how many times you have used this tool:

This is my first time

2-5 times

6-10 times

10 or more times

What’s Counterproductive Here?Please indicate how well our staff resolved your problem:

Much Better Than

Expected

Better Than

Expected

As Expected

Worse Than

Expected

Much Worse Than

Expected

What’s Inconsistent Here?

What do you think of the price for our service?

About right

Lower than expected

Too high

What’s Off-Kilter Here?

Class Evaluation

10 = excellent, 1 = poor

1. How well did this class meet your expectations?

1 2 3 4 5 6 7 8 9 10...

7. Did the topic description match the presentation content?

1 2 3 4 5 6 7 8 9 10

What’s Missing Here?

Why would you be likely not to rent from us again?

Cost

Wait time in line

Cleanliness of car

Functioning of car

Other

Survey Flaw #1(1)

The presentation was organized and the presenters were prepared.

Yes No

(2)

The information was consistent and accurate.

Yes No

Fix for Flaw #1(1)

The presentation was organized.

The presenters were prepared.

Yes

Yes

No

No

(2)

The information was consistent.

The information was accurate.

Yes

Yes

No

No

LESSON: Split “and” items into separate items.

Survey Flaw #2

How informative or enjoyable have you found our newsletter?

ExtremelyVerySomewhatNot at all

Fix for Flaw #2How informative have you found our newsletter?

ExtremelyVerySomewhatNot at all

How enjoyable have you found our newsletter?ExtremelyVerySomewhatNot at all

LESSON: Split “or” items into separate items.

Survey Flaw #3

The information met my expectations. Yes No If not, why not?

Fix for Flaw #3

The information met my expectations. Yes No If so, how? If not, why not?

Survey Flaw #4

Please rate the quality of the food (1=low, 5=high).

1 2 3 4 5

Fix for Flaw #4

Quality of Food Low High

Served at appropriate temperature

Attractively presented

Offers a variety of food choices

Meets your dietary requirements

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

Lesson: Be specific about what is being rated, so you can take action based on the results.

Survey Flaw #5How would you rate your experience?

FIX: Use words or numbers, but not both. People interpret words differently.

Outrageous Poor Fair Good Superb 1 2 3 4 5

A Better Fix for Flaw #5

Speed of response -- - +- + ++

Accuracy -- - +- + ++

Ease of use -- - +- + ++

Unsatisfactory Poor Satisfactory Good Excellent

-- - + - + + +

Survey Flaw #6

Rate our on-time deliveryRate our friendlinessRate the watchacallitRate the this’n’thatRate the blah-blah-bahRate every little thingRate everything else

SURVEY FIX:

Allow space for open-ended comments so you know what respondents really think.

How to Request Comments

Comments

Please explain your rating.

We welcome any comments you’d like to provide.

Open-ended comments:

Directed comments:

Please describe 2 or 3 positive encounters you’ve had with XYZ and 2 or 3 negative encounters.

How NOT to Request Comments

Any additional comments

We sincerely appreciate any written comments you have about our performance, including the names of staff members who were particularly helpful or friendly.

Sample Web-Based SurveyPlease enter the User ID and Password found on your receipt.

User ID:

25908 58131

Password:

4451 6801

Please include the space in the middle of the User ID and

Password as on your receipt.

User ID:

Password:

2590858131

44516801

Sample Web-Based Survey

“The User ID and Password must be entered exactly as printed on your receipt.

Please be sure to include the spaces in the middle of the User ID and Password.

You may try to enter the User ID and Password 3 times. If you're still having trouble, please try again the next time you visit the store.”

Sample Web-Based Survey

Do you have any positive feedback regarding your visit?

Do you have any negative feedback regarding your visit?

1000 character limit 1000 character limit

Sample Web-Based Survey

With regard to [xyz], which of the following did you experience?

Select all that apply:

Option 1Option 2

Option 10

None of the above

.

.

.

Sample Web-Based Survey

With regard to [xyz], which of the following did you experience?

Select all that apply:

Option 1Option 2

Option 10

None of the above

.

..

Other (Please specify)

Sample Web-Based Survey

% of SurveyCompleted

CASE STUDY #1: Written SurveySituation:

1. Insurance company: internal clients

2. Objective: To obtain a baseline for assessing improvements

3. Survey created and administered by the Marketing Communications Department

4. Extensive feedback received

CASE STUDY #1: Written SurveySurvey questions:

1. How would you rate your satisfaction with XYZ and what are your reasons for this rating?

2. In terms of your needs, how well is XYZ responding?

3. What would you describe as XYZ’s strengths?

4. What do you see as opportunities for improvement?

CASE STUDY #2: Team InterviewsSituation:

1. Bank: internal clients

2. Major service assessment

3. Joint client/IT feedback-gathering process

4. One-hour team-led interviews

5. Questions submitted in advance

CASE STUDY #2: Team interviewsInterview question:

1. Systems development

2. Systems support

3. Acquisition support

4. Consulting services

5. Help desk

For the services listed, describe what you see as strengths and weaknesses in how they are being provided:

CASE STUDY #2: Team interviewsOutcome:

1. Clients were forthright in offering both positive and negative comments.

2. The interview team captured all comments.

3. The team then: analyzed the feedback, organized responses into categories, established priorities, and recommended action to be taken

CASE STUDY #3: Telephone SurveySituation:

1. Software company: external clients

2. Every client surveyed every six months

3. Surveys conducted by a survey administrator

4. Same questions used in every survey

5. Unusual rating process (stay tuned….)

CASE STUDY #3: Telephone SurveyObjectives:

1. To identify common problem areas

2. To generate ideas for improvements

3. To surface grievances that may otherwise not be voiced

4. To identify complaints that can be acted on immediately

5. To communicate that “we’re listening”

CASE STUDY #3: Telephone SurveySample survey questions:

1. How has the response time been to software problems and questions?

2. What is your level of confidence in the competence of our staff?

3. How would you describe our ability to resolve problems?

4. Can you suggest one improvement you would find helpful?

CASE STUDY #3: Telephone SurveyUnusual rating process

1. Gathering of client comments

2. Assignment of ratings

3. Client review and validation

4. Escalation and follow-up

5. Distribution of survey results

Final Fix #1

Guard against conflicting interpretations.

• Not sufficiently results-oriented...

• Often inconsistent service... LANGUAGELANGUAGEAA DD VV II SS OO RR YY

• Extremely cooperative...

• Very responsive to our needs...

Final Fix #2Close the feedback loop.

1. Summary of responses

2. Commitment to action

3. Periodic updates on action taken (very important!)

But beware the

Perceptual Lag

DO NOT forget the power of the naked eye to determine what needs attention!

Final

Fix

#3

Feedback-gathering is a process.

It is not an event.

Reminder

My Articles on Feedback Gatheringwww.nkarten.com/FeedbackGatheringArticles.pdf

www.nkarten.com/feedbk.html

www.nkarten.com/article7.html

CartoonsbyMark Tatrowww.rotategraphics.com

Thanks so much for viewing this presentation.

I wish you success with your feedback-gathering.

Naomi Kartennaomi@nkarten.com

www.nkarten.com

twitter.com/NaomiKarten