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Provide User Satisfaction
‘You need to show that your users are satisfied with the quality of
services they are receiving’
General statements of user satisfaction are of little value. There needs to be evidence
of improving levels of satisfaction, together with evidence that steps are being taken to
tackle particular areas of dissatisfaction.
Representative Surveys
Comparison of service user and questionnaire respondents profiles (gender, age, ethnic
origin, disability etc.), with local community profiles (spotting gaps in service
provision/uptake). If necessary, specific groups can then be targeted for their views.
These may include those who request a service, those who are subject to a service without
requesting it (e.g. recipients of a noise abatement notices, food business proprietors,
etc.), and those who indirectly benefit from a service (e.g. citizens).
Publicising the outcome
Mechanisms need to exist to monitor, analyse and report to the local authority and the
public/businesses, user satisfaction trends and to address user dissatisfaction.
Vary methods of evaluation
A range of methods of gathering information to assess satisfaction need to be
considered. Options include:
 | survey questionnaires |
| direct contact with customers by managers and supervisors (either by telephone or visit)
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| managers or supervisors accompanying staff on visits or auditing inspections |
| Council meetings |
| neighbourhood forums |
| residents’ associations |
| focus groups. |
Indicators
The use of agreed indicators can help in tracking levels of satisfaction over different
periods. Such measures might include whether a service user was satisfied with the:
| time taken to answer a call |
| clarity of response |
| accuracy of information |
| willingness of staff to help |
Examples of Good Practice
| Survey service users and non-users. |
| Use of existing market research data on public concerns (eg
national and local opinion surveys) |
| User satisfaction data publicised (the good news and the bad!),
together with details of remedial action taken |
| Records are kept of written, telephone and face to face
"thank you" messages from service users. |
| Satisfaction levels are graded as opposed to only offering yes/no
options |
| The follow-up of non-return of questionnaires. |
| The use of "Mystery Customer Surveys" to provide an
independant assessment of service quality. |
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Examples of Good Practice
Questionnaire Design
| Explain what is wanted and why |
| Link the response to the original request for service |
| Clear use of closed questions |
| Invite feedback to open questions - this can be the most
informative |
| Measure expectation - what did you expect from the service? |
| Measure satisfaction - with staff, advice, speed of service, being
kept informed and overall quality etc. |
| Enquire about any problems/dissatisfaction that may have been
experienced |
| Enquire about the customer - gender, age, ethnic origin,
disability etc. |
| Add a "Thank you" for completing the questionnaire - it
costs nothing! |
Questionnaire Use
| Issued at the time of service provision or as soon as possible
after the provision of the service as is practicable |
| Address it to named person to make it more personal |
| Pay the postage for the reply to encourage return |
| Provide details of a contact officer. |
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CASE STUDY 24 - Customer
Satisfaction Questionnaire
(Source - Birmingham City Council)
Introduction
The Environmental Services Department identified the need for
improved customer feedback both in the number of responses and quality of information. A
review was therefore carried out of the general approach to addressing customer
satisfaction.
Service Development
The review highlighted the need; to make the customer
satisfaction questionnaire [CSQ] specific to the service user, to send out questionnaires
quickly following completion of a request for assistance, and to gather information about
the service users themselves.
A customer profile section was therefore added to the CSQ. This
facilitated comparison between the profiles of service users and community profiles from
census data in specific geographical areas. This enabled possible gaps in service
provision to be highlighted.
Benefits
Accurate information is gathered on which to make informed
decisions for maximising customer satisfaction. Services are formulated according to need,
and accessibility for all sections of the community can be assured.
Feedback
The CSQ provides not only detailed feedback from service users on
levels of satisfaction, but also customer profiles for each service.
Comments
The profile of service users can be compared to the profile of
the area. There may be gaps in the service uptake and these can be used to encourage
access to the service, promote choice and ensure that all are treated fairly |
Case Study 25 - Customer
Surveys
(Source - North Kesteven District Council)
Introduction
As the authority’s service providers have taken on various
quality initiatives [i.e. ISO 9002 Quality Systems and Charter Mark programmes] the need
for regular consultation has become more and more apparent. Therefore the authority has
developed a range of methods for consulting both its users and its non-users.
Service Development
The department uses a variety of methods for ensuring user
satisfaction. These include
| Surveys |
| Community Audits |
| Area Forums of representatives from local wards and officers
discuss specific issues |
| A Citizens Panel made up of a cros s section of residents
who discuss and review new projects and service proposals |
| Special Interest Forums established to discuss specific issues
involving business partners/special interest groups |
Public Questions at Committees
Surveys are prepared and analysed by an in-house, qualified
market researcher. Surveys are both regular and ad hoc, covering users and non-users,
seeking comments on customer satisfaction levels, suggestions for improvements, new
developments etc. The surveys include:
| Monthly customer survey questionnaires sent to one third of all
those requesting a service, |
| Satisfaction survey forms left after all food and health and
safety inspections, |
| Surveys of all those subject to an infectious disease
investigation. |
Benefits
The main benefits derived from consulting service users is the
overall picture it provides as to how customers perceive services. There are many
occasions when the officers’ views of service quality is not reflected in the
customer’s perception. Knowledge of such discrepancies enables quality issues to be
addressed and communication to be improved.
Feedback
Where the department is delivering good quality services that
reflect users' needs and aspirations, there is a significant level of very positive
feedback. This in turn has a positive effect on staff and is a useful tool in raising and
sustaining morale. Equally, negative feedback from users is important in helping to
identify deficiencies that can be rectified through a variety of remedial actions.
Comments
This example demonstrates the use of a wide range of mechanisms
for assessing customer satisfaction. |
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