# Presentation: 135471

## Customer Assessment

- Office of Quality Management
- Office of Research Services
- National Institutes of Health
**October  2005**

## For more information on Performance Management in the Office of Research services:
http://oqm.ors.od.nih.gov/performance_mgmt.htm

Or Contact:
Antonio Rodriguez
Rodrigan@mail.nih.gov
(301) 496-7698

Acknowledgments
This training was developed by SAIC and the Office of Quality Management.  

- http://oqm.ors.od.nih.gov/performance_mgmt.htm
**Or Contact:**
- Antonio Rodriguez
- Rodrigan@mail.nih.gov
- (301) 496-7698
**Acknowledgments**
- This training was developed by SAIC and the Office of Quality Management.

## Training Objectives

- Introduction
- Customer Assessment and Performance Management
- Customer Relationship Management
- The 10 Steps
- Conclusion

## Customer Assessment and Performance Management

**How do we exceed **
**Customer/stakeholder expectations?**

**What do our customers/**
**stakeholders look for in financial results?**

**What skills, tools, and culture are required to perform these processes?**

**What process do we need to improve to fulfill these expectations?**

**Strategy**

**The Balanced Scorecard for Your Organization**

## Performance Measurement Model

## Customer Intimacy Is Customer Quality Relationships

- Understand their business
- Know their needs
- Provide complete solutions
- Quality of the relationship

- Empower them
- Share with them
- Our team knows their team
- Follow up and feed back

## Examples of Customer Objectives 

- Provide integrated transparent access to the most relevant information via the most effective information sources for NIH researchers and staff
- Improve education of customers on portfolio of services offered by Events Management
- Be readily available to our customers to provide information, customer service, and resolve issues regarding transportation and parking services
- Improve communication with customers
- Meet customer needs by providing the right mix of specialized research support services
- Improve customers’ business decisions
- Improve as single-source contact on ORS-wide administrative processes
- Increase responsiveness to customers’ varying needs
- Increase customer satisfaction with our products and services

**ORS and ORF EXAMPLE**
**OBJECTIVES**

## Customer Relationship Management (CRM)

- Describes the many activities in managing relationships with customers
- What is a relationship?
- Continuing series of collaborative interactions
- Occurs over time
- Develops based on successive interactions
- Unique for each customer
- Why management?
- Each interaction offers:
- Ability to customize products/services to customers
- Opportunity to influence customers’ perceptions
- Learn more about customers for the future
- Management of relationship encourages loyalty

**Customer Relationship Management (CRM)**

## © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.  

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Why should YOU care about managing customers?

- Times have changed
- Customers have escalating needs
- Competitors are delivering on these demands
- If you don’t, you will be out of business
- Computer technology has contributed to this new world
- Business Case
- Dissatisfied customers usually don’t complain
- Dissatisfied customers usually do defect
- Dissatisfied customers tell everyone they know
- Dissatisfied customers encourage others to defect
- Result  ---  lost business.....forever!!

## Why should ORS/ORF care about managing customers?

- Management Case
- NIH stakeholders want to see data
- How ORS/ORF knows we are satisfying customers
- Why ORS/ORF should be the provider of choice
- How ORS/ORF is planning to meet future customer needs
- Government Case
- Should ORS/ORF be sole source of products/services
- Can others (government or private) be providers
- Cost important but also value
- GPRA
- Explain in quantifiable terms how serving customers
- Value provided in fulfilling Agencies’ missions
- Why we should continue to receive funding and support

## If you can’t measure it,

*** ******you can’t manage it.***

## Where do you start?

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## The 10 Steps

- Select the service area to measure
- Define products/services delivered to customers
- Identify customer segments
- Conduct targeted customer interactions
- Research competitors
- Select measures
- Plan data collection
- Gather and analyze customer data
- Discuss findings and recommendations
- Take action

## Step 1 Select Service Areas to Measure 

## Step 1 (cont.)  Select Service Areas to Measure

- Best to prioritize areas to measure
- In ORS/ORF, the PMP process is the key to understanding what is important.
- Select those that are most important
- What are the “High Impact” objectives?
- In general,
**Visibility to customers**
**Complaints concerning quality**
**Revenue generated**
**High costs of operations**
**Desire to understand why product/service is successful**
**Initiatives to increase market share**
**Requests to demonstrate service usefulness**

## Step 2 Describe Products/Services

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Step 2 (cont.)Describe Products/Services

- Some questions to answer:
- What categories of products/services are delivered to customers?
- Why are some categories used more than others?
- Has the delivery of products/services increased, decreased, or remained constant?
- Why have these changes occurred?
- Are particular NIH ICs using the product/service more than others?
- If so, why?
- Who is ordering, receiving, and using the products/services?
- Do your IT systems provide enough information to answer these questions?

## Step 2 (cont.)Graph what You Deliver to Customers

- Example 2-1
- Division of Veterinary Resources (DVR) Procurement Orders Processed by Customer and Fiscal Year
- Example 2-2
- Categories of Products Ordered from MAPB by Fiscal Year
- Example 2-3
- NIH Transhare Participants by Month
- Example 2-4
- FY04 Flow Chart of the Division of Radiation Safety Review of Animal Study Program (ASP) Proposals

## Step 2 (cont.)Example 2-1: FY04 DVR Procurement Orders Processed by Customer and Fiscal Year

## Step 2 (cont.)Example 2-2: Categories of Products Ordered from MAPB by Fiscal Year

## Step 2 (cont.)Example 2-3: NIH Transhare Participants by Month

## Step 2 (cont.)Example 2-4: FY04 Flow Chart of the DRS Review of ASP Proposals

## Step 3  Identify Customer Segments

- Not all customers are the same......

## Step 3 (cont.)Identify Customer Segments

- Segmentation means to sort customers into groups based on similar characteristics
- Critical to the viability of service organizations
- Segmentation allows understanding of the differences in customer groups
- What they like - what they don’t like
- How to tailor service offerings to better meet needs of each group
- By identifying and tracking customer segments over time
- Determine which segments are most profitable to target and retain
- Determine which segments to deemphasize

## Step 3 (cont.) How do I Segment my Customers?  

- Use existing data to understand:
- Type of products/services used
- Quantities of use
- Customer’s organization
- Customer’s function
- Other demographic variables
- Location
- Type of business
- Delivery schedule

## Step 3 (cont.) Graph Data to Understand Customer Segments

- Example 3-1
- Library Translation Customers by Fiscal Year
- Example 3-2
- FY04 Division of International Services (DIS) Visas Processed by Type

## Step 3 (cont.) Example 3-1:  Library Translation Customers by Fiscal Year

## Step 3 (cont.) Example 3-2:  FY04 DIS Visas Processed by Type

## Step 4Conduct Needs Assessment

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Step 4 (cont.)Conduct Needs Assessment

- Existing data may not reveal what matters most to customers
- Providing what customers really need vs. providing what you think customers need
- Needs Assessments allow you to learn more about your customers
- First review data from prior steps
- Look at additional sources – e.g. complaints, stakeholder input, data showing a particular service is over/under-used
- Develop list of questions
- Gather data via:
- Targeted interactions
- Interviews
- Focus Groups
- Survey of customers

## Step 4 (cont.)Conduct Needs Assessment (cont.)

- Example 4-1
- FY04 Animal Program Advisory Committee (APAC) Feed and Bedding Focus Group
- Example 4-2
- FY04 Scientific Equipment and Instrumentation Branch (SEIB) Needs Assessment survey

## Step 4 (cont.) Example 4-1:  APAC Feed and Bedding Focus Group

- Division of Veterinary Resources (DVR) Basic Animal Life Support Service Group analyzed data regarding its feed and bedding processes
- FY02 and FY03 data suggested that the acquisition and storage of feed and bedding products as well as the quality assurance testing of these products should be further examined – especially with respect to customer needs
- A focus group was held with APAC members in FY04 to gather data on customer needs

## Step 4 (cont.) Example 4-1:  APAC Feed and Bedding Focus Group (cont.)

- A structured series of questions were asked of members and action items generated based on the data gathered
- Is the current ordering process for feed and bedding products working?  Explain.
- Currently how confident are you that you can get feed and bedding when you need it?
- Have you had problems related to the delivery of feed and/or bedding?
- Have you found the OLAO staff to be responsive to your needs?
- Have you had ongoing issues related to the quality of either the feed or bedding products delivered?
- Do you think NIH should continue to do additional quality assurance checks on feed and bedding products beyond the tests run by the manufacturers?

## Step 4 (cont.) Example 4-1:  APAC Feed and Bedding Focus Group (cont.)

- When you have a quality issue, do you contact Dennis Barnard in DVR or do you contact OLAO staff or both?
- Would you find it helpful to have all issues about feed and bedding be handled by one person in DVR?  Why or why not?
- Some organizations eliminate their warehousing function as a way to reduce costs, and receive their supplies directly from vendors just-in-time – meaning they receive the products just as they are ready to use them.   How would you feel about going to such a system for animal feed and bedding products?  Explain.
- Customer input verified necessity of current acquisition and storage procedures

## Step 4 (cont.) Example 4-2 :  FY04 SEIB Needs Assessment Survey

- Survey was designed to determine the need for instrument design and fabrication services among NIH intramural Principal Investigators (PIs)
- What was discovered:
- About 90% of all intramural PIs completed the survey
- 34% of PIs expressed a need for instrument fabrication and design services
- Almost half of all jobs are urgent or emergencies
- About 40% of PIs used outside sources for design and fabrication work

## Step 4 (cont.) Example 4-2 :  FY04 SEIB Needs Assessment Survey (cont.) 

- Note:  Multiple responses possible in last four categories.
-            172 respondents skipped this question.

**Number of Respondents**

**N = 935**

**34% expressed need for instrument fabrication and design (N=320)**

**66% expressed no need**

**Do you require any of the following services for instrument fabrication and design?**

## Step 5  Research Competitors

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Step 5 (cont.)Research Your Competitors

- Why should ORS/ORF be the provider of choice?
- Ask yourself:
- Who else can provide this service?
- At what cost can others provide this service?
- What does ORS/ORF offer that is unique or valued compared to competitors?
- What do competitors offer in terms of features and amenities that are not offered by ORS/ORF?
- What distinguishes you from your competitors?
- What are you doing to increase market share?
***What is the value proposition for your service area?***

## Step 6  Select Measures

## Step 6 (cont.)Typical Balanced Scorecard Customer Measures

- Customer satisfaction
- How well meeting needs and satisfaction with specific performance criteria
- Market share
- Proportion of business in market that you provide to customers
- Customer retention
- Do you maintain ongoing relationships with customers and retain their business
- Customer acquisition
- Rate at which you attract new customers
- Customer profitability
- Net profit of a customer segment accounting for unique expenses to support that customer

## Step 6 (cont.)Some Advice About “Measures”

- Rarely can you gather data and use it directly to gauge performance
- Data needs to be collected, transformed, analyzed, summarized, and displayed
- Most measures are calculated based on a series of raw data metrics
- Customer satisfaction may be the overall satisfaction score on a 20 question survey
- Market share may be combination of percentage of market for variety of products/services
- Customer retention may be combination of retention of many different customers, segments
- There is no one “right” measure
- Be flexible to change measures
- Example 6-1
- FY05 Division of Facilities Planning (DFP) Customer Scorecard

## Step 6 (cont.)Example 6-1:  FY05 DFP Customer Scorecard

## Step 7Plan Data Collection

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Step 7 (cont.)THINK Before you Act!

- Data collection is a time consuming activity
- Gathering data from customers raises their expectations
- Only collect the amount of data you can analyze and respond to in timely fashion
- Garbage in = Garbage out

## Step 7 (cont.) Methods for Collecting Data

- Existing Data
- Observation
- Interviews and Focus Groups
- Surveys

## Step 7 (cont.) Existing Data (cont.)

- Financial data, ordering data, delivery data, complaints data
- Steps to using existing data:
- Select appropriate data
- Define data into measures
- Determine computational procedures to use measures as information
- Example 7-1
- Scientific Equipment Instrumentation Branch (SEIB) Rental Revenue by Fiscal Year

## Step 7 (cont.) Example 7-1:  SEIB Rental Revenue by Fiscal Year

## Step 7 (cont.) Existing Data - Advantages

- Easy to gather
- Doesn’t require involving the customer
- Often viewed as “objective” or “real”
- Can be summarized over time
- Allows quick review of current situation
- Typically used to convince management that something needs to change

## Step 7 (cont.) Existing Data - Disadvantages

- Quality of the data may be poor - not recorded in consistent fashion
- Data may be incomplete
- Extraction of data may be time consuming
- Not collected with analysis in mind
- May have limited usefulness

## Step 7 (cont.) Observations

- Simple to do
- Great reality check on how things really happen
- Very useful to understand new features, amenities you could provide
- Example 7-2
- FY05 Security Guard Observations of Wait Times for Vehicle Security Checks

## Step 7 (cont.) Example 7-2:  FY05 Security Guard Observations of Wait Times for Vehicle Security Checks

## Step 7 (cont.) Observations - Advantages

- Yield real time data
- Provide understanding of context
- Outsiders can be used so data has little bias
- See things that escape notice in general course of work
- Access to information people may not want to discuss in interviews

## Step 7 (cont.) Observations - Disadvantages

- Can be costly if have to train observers
- Limitations due to people’s concerns about anonymity and being observed
- Presence of observer may influence process
- Can be hard to code and analyze

## Step 7 (cont.) Interviews and Focus Groups

- Difference
- Interviews are conducted with individuals
- Focus groups consist of multiple participants
- Good for collecting qualitative data
- Information not readily categorized and coded
- Explore why customers feel they way they do
- Questions are usually open-ended in nature
- Let customers respond in their own words
- Provides insight into customer perceptions
- Example 7-3
- FY03 ORS Financial Management Branch (FMB) Customer Interviews

## Step 7 (cont.) Example 7-3: FY03 ORS FMB Customer Interviews

- Interviews were conducted with representatives in ORS to capture how the ORS Financial Management Branch (FMB) can provide better service to its customers.
- Total of 13 interviews were held and most lasted 1 hour
- Combined open ended questions with a structured survey (ORS customer scorecard)
- Summary of results were compiled

## Step 7 (cont.) Example 7-3: FY03 ORS FMB Customer Interviews (cont.)

- How the results were used:
- FMB took action to clarify its role, especially in the budget reporting process
- FMB was able to partner with Divisions and become a better advocate for them with OFM
- Results helped reaffirm FMB’s commitment to a customer service mentality.

## Step 7 (cont.) Example 7-3: FY03 ORS FMB Customer Interviews (cont.)

- Open Ended Questions:
- Business plan formulation questions
- How well do you think the current business plan formulation process works?
- What specific ideas do you have to improve the process?
- What tools or services could the FMB provide to assist you in this process?
- Budget execution questions
- Do the current reports and information you receive meet your needs to track your budget obligations/accruals/expenditures?
- How could the reports/information be modified so you would NOT have to manipulate it to use it?
- How much has timeliness and accuracy of budget execution information been an issue for you?

## Step 7 (cont.) Example 7-3: FY03 ORS FMB Customer Interviews (cont.)

- Open Ended Questions (cont.):
- Central Services Questions to be Asked
- Do the current Central Services reports and information you receive meet your needs to track your budget obligations/accruals/expenditures?
- What specific ideas do you have on how we provide this information to you in a useful   manner and timeframe?
- Questions for Rate Study Customers_ _
- What services does the Budget and Finance group currently provide for your rate studies?
- What could we do to improve our service to you in this area?
- General
- Do you have any additional specific ideas on how the Budget and Finance Service Group can improve our service to you?

## Step 7 (cont.) Interviewing is a Skill

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Step 7 (cont.) Interviews/Focus Groups - Advantages

- Allow flexibility in data collection
- Can gather unexpected data and ask unplanned questions
- Provide more complete customer perspective
- Facilitate communication and customer relations
- Useful for generating ideas for improvement
- Allow for problem-solving during the actual meeting

## Step 7 (cont.) Interviews/Focus Groups - Disadvantages

- Require skilled interviewers or they can backfire
- Produce results that can be difficult to analyze and interpret with assistance
- Can produce biased results
- Social desirability or peer pressure (focus groups) can be influential

## Step 7 (cont.)Surveys

- Doing a good survey is NOT simple
- Obtaining useful information requires skill and practice
- The method (e.g. doing a web survey) is just part of the process
- Need to consider issues of anonymity and confidentiality
- There is no “magical” number of questions
- Response rates are key to evaluating surveys -- how the data can be used
- Don’t do a survey unless you plan to act on the results

## Introduction
Reasons for survey
Guaranteeing anonymity
Instructions
Survey Questions
Satisfaction surveys
Needs assessment surveys
Climate surveys
Comments
Offer respondents chance to comment
Closing
Thank you
Assurance that results will be made available

- Introduction
- Reasons for survey
- Guaranteeing anonymity
- Instructions
- Survey Questions
- Satisfaction surveys
- Needs assessment surveys
- Climate surveys
- Comments
- Offer respondents chance to comment
- Closing
- Thank you
- Assurance that results will be made available

## Introduction
Example 7-4
FY05 Division of Facilities Planning Customer Scorecard

- Introduction
- Example 7-4
- FY05 Division of Facilities Planning Customer Scorecard

## The Division of Facilities Planning in the Office of Research Facilities is gathering customer feedback on the planning services it provides ICs so that we know how to better satisfy your needs.  Each IC is being asked for one response representing the consolidated views of the IC.  Your responses will be combined with the responses of others and analyzed by the Office of Quality Management in the Office of Research Services.  Thus the information you provide will remain anonymous.   Please take a few minutes to complete this survey. 

- The Division of Facilities Planning in the Office of Research Facilities is gathering customer feedback on the planning services it provides ICs so that we know how to better satisfy your needs.  Each IC is being asked for one response representing the consolidated views of the IC.  Your responses will be combined with the responses of others and analyzed by the Office of Quality Management in the Office of Research Services.  Thus the information you provide will remain anonymous.   Please take a few minutes to complete this survey.

**Introduction**

## Customer Satisfaction Dimensions
Common satisfaction dimensions apply to all/most Service Groups
Use these dimensions whenever possible
Advantage:  Allows OQM to roll-up ratings across Service Groups
Example 7-5
ORS Customer Scorecard

- Customer Satisfaction Dimensions
- Common satisfaction dimensions apply to all/most Service Groups
- Use these dimensions whenever possible
- Advantage:  Allows OQM to roll-up ratings across Service Groups
- Example 7-5
- ORS Customer Scorecard

## Step 7 (cont.)Example 7-5: ORS Customer Scorecard

**Customer Satisfaction Dimensions**

- Please rate your SATISFACTION with <Service Group or Product Name> on the following:

## Satisfaction With Specific Performance Aspects
Satisfaction ratings may be obtained on any aspect of service or product performance
Work with OQM to define questions
Example 7-6
FY05 Space Administration and Finance Branch (SAFB) Consolidated Statement of services (CSS) survey 
Example 7-7
FY05 Division of Radiation Safety Laboratory Transfer survey

- Satisfaction With Specific Performance Aspects
- Satisfaction ratings may be obtained on any aspect of service or product performance
- Work with OQM to define questions
- Example 7-6
- FY05 Space Administration and Finance Branch (SAFB) Consolidated Statement of services (CSS) survey
- Example 7-7
- FY05 Division of Radiation Safety Laboratory Transfer survey

## Step 7 (cont.)Example 7-6: FY05 SAFB CSS Survey

**Other Types of Satisfaction Questions**

- Answer the following questions regarding the NIH Rent Program section of the CSS.
- Indicate the extent to which you agree or disagree with the following statements.

- Please answer the following question for the CSS overall.

## Step 7 (cont.)Example 7-7: FY05 Division of Radiation Safety Laboratory Transfer Survey

**Other Types of Satisfaction Questions**

- Please rate the helpfulness of the information provided to you in the following areas:

- How helpful was the assistance you received from your Area Health Physicist?

## Frequency of Product/Service Use
Helps prioritize services and/or products already offered
Helps identify outside service provider impact
Example 7-8
FY04 Scientific Equipment and Instrumentation Branch (SEIB) Needs Assessment survey:  Frequency of Product/Service Use
Example 7-9
FY04 Scientific Equipment and Instrumentation Branch (SEIB) Needs Assessment survey: Product/Service Use by Service Provider

- Frequency of Product/Service Use
- Helps prioritize services and/or products already offered
- Helps identify outside service provider impact
- Example 7-8
- FY04 Scientific Equipment and Instrumentation Branch (SEIB) Needs Assessment survey:  Frequency of Product/Service Use
- Example 7-9
- FY04 Scientific Equipment and Instrumentation Branch (SEIB) Needs Assessment survey: Product/Service Use by Service Provider

## Is most of your work:

**Frequency of Product/Service Use**

**Is most of your work:**

**N = 246**

**Type of Work**

**Number of Responses**

- Note:  Only answered by those expressing need for instrument fabrication and design services (N=320).
-            74 respondents skipped this question.

**23%**

**14%**

**55%**

**8%**

## Step 7 (cont.)Example 7-9: FY04 SEIB Needs Assessment Survey (cont.)

**Number of Respondents**

- Note:  Only Service Providers with responses are shown.  Multiple responses possible.

**N = 266**

**28% used ORS SEIB**
**27% used Outside Sources** (**Commercial Job Shops or Other**** ****Source)**

**Product/Service Use by Service Provider**
- Respondents were asked to indicate their service providers for Instrument Modification

## Determination of Additional Products or Services Needed
Helps determine what additional services or products are in demand
Example 7-10
FY05 Information Technology Branch (ITB) Needs Assessment survey:  Importance and Criticality Ratings
Example 7-11
FY05 Information Technology Branch (ITB) Needs Assessment survey:  Importance and Criticality Classification
Example 7-12
FY05 Information Technology Branch (ITB) Needs Assessment survey:  After Hours Support Use

- Determination of Additional Products or Services Needed
- Helps determine what additional services or products are in demand
- Example 7-10
- FY05 Information Technology Branch (ITB) Needs Assessment survey:  Importance and Criticality Ratings
- Example 7-11
- FY05 Information Technology Branch (ITB) Needs Assessment survey:  Importance and Criticality Classification
- Example 7-12
- FY05 Information Technology Branch (ITB) Needs Assessment survey:  After Hours Support Use

## Step 7 (cont.)Example 7-10: FY05 ITB Needs Assessment Importance and Criticality Ratings

- Importance Ratings
- For each application used by an Office/Division, respondents were asked to rate the importance of having after hours support for the IT application.
- The scale ranged from (1) Not Important to (10) Very Important.
- Criticality Ratings
- For each application used by an Office/Division, respondents were asked to rate the amount of time that their business operation could tolerate (i.e., operate effectively) when the application is not fully functional.
- The scale included 5 choices;  (1) 1 hours or less, (2) 2 – 4 hours,  (3) 4 – 8 hours, (4) 8 – 12 hours, and (5) 12 hours or more.

## Step 7 (cont.)Example 7-11: FY05 ITB Needs Assessment Importance and Criticality Classification

**High**

**Medium**

**Low**

- Importance

- Criticality

**High**

**Medium**

**Low**

- CPR Training – Online Registration
- Filemaker Pro 5.5
- Laboratory Safety
- NIH Shuttle
- Online Interpretive
- DOES Automated Inspections
- Parking and Transhare

**Note  ORF Applications in red font**

- Remedy ITB Help Desk

- DPPA Time Management
- Qualtrax
- ORF Reference Library

- Andover Continuum
- DIS Training System
- AO Services System

- Capacity Management
- Rational
- Radiation Safety Irradiator

- Remedy Change Management
- CRIS
- BITS
- Remedy Knowledgebase
- NIH Census
- OSIS
- Posted Space Application
- Space Justification Log

- Project Server 2003
- ORS Services Administration
- Remedy DPS Training App
- Remedy Facility Risk
- Weapons Inventory
- VRP Billing System
- ARCHIBUS
- Calendar Module

- Remedy Web Client
- CATWeb
- OBSF Business Tool
- ORS Training Registration
- VSOF

- Dynamic Survey
- SPSS and Survey Development
- Bldg 10 Revitalization
- DPPA Survey
- JJ Keller Revitalization
- Leased Property
- ORF – IBC Training Registration
- ORF Training Registration

## Step 7 (cont.)Example 7-12: FY05 ITB Needs Assessment After Hours Support Use

**Respondents were asked to estimate how many times they would have called ITB for support during the past 6 months had they been available during specific time frames.  Results are ordered by frequency from heaviest use to lowest use.**

## Climate 
Climate is defined as the practices and procedures in an organization that connote or signal to people what is important (Schneider, 1975) 
Climate has been shown to promote a variety of positive internal organizational outcomes such as employee satisfaction, employee productivity, employee turnover, and employee use of training 
Climate has also been shown to promote a variety of positive external organizational outcomes such as increased production and customer satisfaction
Work with OQM to define climate dimensions and questions that are appropriate for your Service Group

- Climate
- Climate is defined as the practices and procedures in an organization that connote or signal to people what is important (Schneider, 1975)
- Climate has been shown to promote a variety of positive internal organizational outcomes such as ***employee satisfaction, employee productivity, employee turnover, ***and*** employee use of training***
- Climate has also been shown to promote a variety of positive external organizational outcomes such as ***increased production*** and ***customer satisfaction***
- Work with OQM to define climate dimensions and questions that are appropriate for your Service Group

## Climate Dimensions
Typical dimensions include policies, practices, and procedures related to
Management 
Mission/vision clarity and relationship to customer
Supervisory practices
Performance measurement
Communication 
Among Service Group employees
Between Service Groups
Between senior management and Service Groups
Teamwork
Among Service Group employees
Between Service Groups
Training
Are employees trained?
Do employees use the training they have received?
Rewards
Are employees rewarded for good performance
Is good performance tied to mission, customer expectations, etc.

- Climate Dimensions
- Typical dimensions include policies, practices, and procedures related to
- Management
- Mission/vision clarity and relationship to customer
- Supervisory practices
- Performance measurement
- Communication
- Among Service Group employees
- Between Service Groups
- Between senior management and Service Groups
- Teamwork
- Among Service Group employees
- Between Service Groups
- Training
- Are employees trained?
- Do employees use the training they have received?
- Rewards
- Are employees rewarded for good performance
- Is good performance tied to mission, customer expectations, etc.

## Climate Examples
Example 7-13
FY04 Division of Events Management Climate Survey
Example 7-14
FY04 Division of Employee Services (DES) Worksite Enrichment Climate Survey
Example 7-15
FY04 Office of Quality Management (OQM) Performance Management Survey

- Climate Examples
- Example 7-13
- FY04 Division of Events Management Climate Survey
- Example 7-14
- FY04 Division of Employee Services (DES) Worksite Enrichment Climate Survey
- Example 7-15
- FY04 Office of Quality Management (OQM) Performance Management Survey

## Step 7 (cont.)Example 7-13: FY04 Division of Events Management Climate Survey 

**Management Dimension:  Ratings by Question and Type of Respondent**
- Respondents were asked to rate the extent of their satisfaction on the following climate aspects.

- Strongly Disagree

- Strongly Agree

**Mean Response**

**N = 7**

**N = 23**

**N = 7**

**N = 23**

**N = 6**

**N = 23**

**N = 7**

**N = 23**

**Management Questions**

## Step 7 (cont.)Example 7-14: FY04 DES Worksite Enrichment Climate Survey 

**Climate Aspect**

**Respondents were asked to rate the extent of their satisfaction on the following climate aspects.**

**N = 9**

**Unsatisfactory **

**Outstanding**

**N = 9**

**N = 9**

**N = 9**

**N = 9**

**N = 9**

**N = 9**

**N = 9**

**N = 9**

## Step 7 (cont.)Example 7-15: FY04 OQM Performance Management Survey 

**Climate Aspect**

- Strongly Disagree

- Strongly Agree

**N = 40**

**N = 39**

**N = 40**

**N = 40**

**N = 39**

**N = 40**

**N = 40**

**N = 40**

- Neither Agree nor Disagree

**Respondents were asked to rate the extent of their agreement with the following statements**

## Demographic questions
Example 7-16
FY04 Division of Events Management Climate Survey
Yes/No questions
Example 7-17
FY04 Division of Employee Services (DES) Worksite Enrichment Customer Survey
Check all that apply questions
Example 7-18
FY04 Division of Employee Services (DES) Worksite Enrichment Customer Survey

- Demographic questions
- Example 7-16
- FY04 Division of Events Management Climate Survey
- Yes/No questions
- Example 7-17
- FY04 Division of Employee Services (DES) Worksite Enrichment Customer Survey
- Check all that apply questions
- Example 7-18
- FY04 Division of Employee Services (DES) Worksite Enrichment Customer Survey

## Step 7 (cont.)Example 7-16: FY04 Division of Events Management Climate Survey

**Demographic Questions**

**demographic questions allow you to***** ******view results by type of respondent***

## Step 7 (cont.)Example 7-17: FY04 DES Worksite Enrichment Survey

**Yes/No Questions**

**In general, *****yes/no questions should be avoided *****unless you use them to stratify responses (e.g., exclude those respondents who answer “no”, or view results by whether respondents chose “yes” or “no” to certain qualifying question)**

## Step 7 (cont.)Example 7-18: FY04 DES Worksite Enrichment Survey

**Check All That Apply Questions**

**In general, *****check all that apply questions should be avoided *****unless you’d like to examine responses collectively irrespective of the number of respondents**

## Comments
Are examples of open-ended questions
Always provide an opportunity for respondents to comment
Providing a structured way for respondents to comment is helpful to focus comments on important areas
Example 7-19
ORS Customer Scorecard
Other open-ended questions

- Comments
- Are examples of open-ended questions
***Always provide an opportunity for respondents to comment***
- Providing a structured way for respondents to comment is helpful to focus comments on important areas
- Example 7-19
- ORS Customer Scorecard
- Other open-ended questions

## ORS Customer Scorecard Questions
What was done particularly well?
What needs to be improved?
Other comments?

Other Open-Ended Questions
Are there any additional services or amenities would you like to see added? 
If the Division of Employee Services could do one thing to improve the quality of your work life, what would it be?
Is there any additional training that you would find beneficial?
Do you have any comments on how we can improve our business planning process? 

- ORS Customer Scorecard Questions
- What was done particularly well?
- What needs to be improved?
- Other comments?
- Other Open-Ended Questions
- Are there any additional services or amenities would you like to see added?
- If the Division of Employee Services could do one thing to improve the quality of your work life, what would it be?
- Is there any additional training that you would find beneficial?
- Do you have any comments on how we can improve our business planning process?

***Open-ended questions provide a good source of ideas on how to improve***

## Closing
Thank you
Assurance that results will be made available
Examples
Thank you for your time.  We will post survey results on our website <website location> and notify you when the results are available.
Thank you for your feedback.

- Closing
- Thank you
- Assurance that results will be made available
- Examples
- Thank you for your time.  We will post survey results on our website <website location> and notify you when the results are available.
- Thank you for your feedback.

## Sampling is for statisticians
Define population/sampling frame/actual sample
Plan for post-stratification weighting procedures
Administration
Web surveys are the way to go
Authentication
Respondent control
Branching
Data validation
Point of sale surveys
Don’t necessarily generalize to the larger population
Good for tapping current customers
Effective method to solicit improvement ideas
Mail surveys
Response rates and incentives

- Sampling is for statisticians
- Define population/sampling frame/actual sample
- Plan for post-stratification weighting procedures
- Administration
- Web surveys are the way to go
- Authentication
- Respondent control
- Branching
- Data validation
- Point of sale surveys
- Don’t necessarily generalize to the larger population
- Good for tapping current customers
- Effective method to solicit improvement ideas
- Mail surveys
- Response rates and incentives

## Rating Scales
Typical rating scales vary from 5 to 10 rating choices
There is no one “correct” or “best” rating scale
Even numbers of rating choices discourage “fence sitters” (e.g., neither agree nor disagree)
There is no need to label each and every rating point on a scale.  It is often sufficient to label only the low end and high end of a scale
The ORS Customer Scorecard uses a 10-point rating scale
The larger number of points are useful to ensure a greater amount of variation among responses
Useful when respondents are closely bunched on one end of the scale or the other
A greater amount of variation is useful when making comparisons (e.g., among types of respondents, over time, etc.)
In general, use a 10-point scale when possible

- Rating Scales
- Typical rating scales vary from 5 to 10 rating choices
- There is no one “correct” or “best” rating scale
- Even numbers of rating choices discourage “fence sitters” (e.g., neither agree nor disagree)
- There is no need to label each and every rating point on a scale.  It is often sufficient to label only the low end and high end of a scale
- The ORS Customer Scorecard uses a 10-point rating scale
- The larger number of points are useful to ensure a greater amount of variation among responses
- Useful when respondents are closely bunched on one end of the scale or the other
- A greater amount of variation is useful when making comparisons (e.g., among types of respondents, over time, etc.)
***In general, use a 10-point scale when possible***

## Don’t Know and Not Applicable
Typical rating scales allow respondents to choose “Don’t Know” or “Not Applicable”
Include these choices unless you are absolutely sure that respondents have no reason to choose one or the other
When these choices are not available on a survey you may find an inordinate number of questions are not answered.  You’ll have no idea why.

- Don’t Know and Not Applicable
- Typical rating scales allow respondents to choose “Don’t Know” or “Not Applicable”
***Include these choices*** unless you are absolutely sure that respondents have no reason to choose one or the other
- When these choices are not available on a survey you may find an inordinate number of questions are not answered.  You’ll have no idea why.

## Pitfalls of Yes/No Questions
Avoid using Yes/No questions
Use Yes/No questions only when the answer is used for the purpose of stratifying responses or branching.
Answer will be used to compare answers of respondents who chose “yes” to those who chose ”no” on some other dimension
Answer leads to different path on survey.
Inappropriate
Reviews are timely   ___Yes	___No
Your Area Health Physicist was helpful ___Yes	___No
Better
How timely were our reviews?  Use a rating scale from (1) Not at all Timely to (10) Extremely Timely.  Include “Don’t Know” and “Not Applicable”.
How helpful was the assistance you received from your Area Health Physicist? Use a rating scale from (1) Not at all Helpful to (10) Extremely Helpful. Include “Not Applicable”.

- Pitfalls of Yes/No Questions
***Avoid using Yes/No questions***
- Use Yes/No questions only when the answer is used for the purpose of stratifying responses or branching.
- Answer will be used to compare answers of respondents who chose “yes” to those who chose ”no” on some other dimension
- Answer leads to different path on survey.
- Inappropriate
- Reviews are timely   ___Yes	___No
- Your Area Health Physicist was helpful ___Yes	___No
- Better
- How timely were our reviews?  Use a rating scale from (1) Not at all Timely to (10) Extremely Timely.  Include “Don’t Know” and “Not Applicable”.
- How helpful was the assistance you received from your Area Health Physicist? Use a rating scale from (1) Not at all Helpful to (10) Extremely Helpful. Include “Not Applicable”.

## Soliciting Respondents Name/Email address
Always make this optional
Can be useful depending on purpose of survey
Needs assessment surveys 
Allows you to get back to respondent with specific information at his/her request
In general, avoid asking for this information
Most respondents uncomfortable
Results no longer anonymous

- Soliciting Respondents Name/Email address
- Always make this optional
- Can be useful depending on purpose of survey
- Needs assessment surveys
- Allows you to get back to respondent with specific information at his/her request
***In general, avoid asking for this information***
- Most respondents uncomfortable
- Results no longer anonymous

## Survey Frequency
Needs assessment surveys
A one-time survey
Customer satisfaction and climate surveys
Dependent on size of customer pool, results, etc.
Do not want to over-survey
In general, every 2 years may be just about right
Point-of-sale or contact surveys
Survey all customers for a short period of time, several times per quarter
Survey every nth customer on an on-going basis

- Survey Frequency
- Needs assessment surveys
- A one-time survey
- Customer satisfaction and climate surveys
- Dependent on size of customer pool, results, etc.
- Do not want to over-survey
***In general, every 2 years may be just about right***
- Point-of-sale or contact surveys
- Survey all customers for a short period of time, several times per quarter
- Survey every nth customer on an on-going basis

## Sharing Results
Make sure to share results with stakeholders
Senior ORS/ORF leaders
Service Group team members
Customers (respondents)
Promotes positive relationship with customers
Encourages sharing of ideas with customers
Provides means to educate customers on Service Group capabilities

- Sharing Results
***Make sure to share results with stakeholders***
- Senior ORS/ORF leaders
- Service Group team members
- Customers (respondents)
- Promotes positive relationship with customers
- Encourages sharing of ideas with customers
- Provides means to educate customers on Service Group capabilities

## Used to gather large amounts of data quickly

Permit anonymity - thus honest feedback

Use sampling techniques so don’t bother customers

Provide results that generalize to larger population of customers

Data can be summarized and analyzed using statistical tests

- Used to gather large amounts of data quickly
- Permit anonymity - thus honest feedback
- Use sampling techniques so don’t bother customers
- Provide results that generalize to larger population of customers
- Data can be summarized and analyzed using statistical tests

## Not as flexible as interviews/focus groups

Raise customer expectations that things will improve

Low response rates and non-response bias can lead to faulty conclusions

Data gathered may not generalize to larger population

Expensive in terms of development, administration, analysis

- Not as flexible as interviews/focus groups
- Raise customer expectations that things will improve
- Low response rates and non-response bias can lead to faulty conclusions
- Data gathered may not generalize to larger population
- Expensive in terms of development, administration, analysis

## Step 7 (cont.)Get Assistance from OQM

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## * Use the template(s) available to help you define your measures
Measure Roadmap, or
Data Collection Plan

Templates walk you through the measurement definition and collection process and specify,.....
performance measure link to objective
methodology used for data collection
ownership of measure
source of data
frequency of data collection
targets

- * Use the template(s) available to help you define your measures
- Measure Roadmap, or
- Data Collection Plan
- Templates walk you through the measurement definition and collection process and specify,.....
- performance measure link to objective
- methodology used for data collection
- ownership of measure
- source of data
- frequency of data collection
- targets

- * Available at http://www.nih.gov/od/ors/od/oqm/pm/index_pm.htm and described in Managing With Measures, June 2004

## Step 8 Gather and Analyze Customer Data

## Step 8 (cont.) Steps in Gathering Customer Data

- Steps to Gather Customer Data
- Pilot test data collection tools
- Determine dates and locations for data collection
- Publicize data collection effort (if relevant)
- Start data collection period
- Collect the data
- Provide follow-up reminders if applicable
- End data collection period
- Enter data into the appropriate IT system
- Check/transform the data as needed
- Analyze the data and product summary graphs, charts, tables

## There are generally two types of data:  quantitative and qualitative
Analyzing data is not simple – contact OQM for assistance
There is both an art and a science to analyzing data
Compare yourself over time or to others to better understand your results
Highlight similarities and differences
Categorize findings in a way that tells a story
Do NOT report all the data -- be selective

- There are generally two types of data:  quantitative and qualitative
- Analyzing data is not simple – contact OQM for assistance
- There is both an art and a science to analyzing data
- Compare yourself over time or to others to better understand your results
- Highlight similarities and differences
- Categorize findings in a way that tells a story
- Do NOT report all the data -- be selective

## Step 8 (cont.) Analyzing Data is a Skill

## Pie Charts
Example 8-1
FY04 Bioengineering and Physical Science Collaboration Needs Assessment
Bar Charts
Example 8-2
FY05 Support Foreign Staff Exchange Program Division of International Services (DIS) Visiting Program Participant Survey
Example 8-3
FY04 Office of Research Facilities Senior Leadership Survey
Line Graphs
Example 8-4
FY04 ORS Customer Scorecard Roll-up Results

- Pie Charts
- Example 8-1
- FY04 Bioengineering and Physical Science Collaboration Needs Assessment
- Bar Charts
- Example 8-2
- FY05 Support Foreign Staff Exchange Program Division of International Services (DIS) Visiting Program Participant Survey
- Example 8-3
- FY04 Office of Research Facilities Senior Leadership Survey
- Line Graphs
- Example 8-4
- FY04 ORS Customer Scorecard Roll-up Results

## Pareto Charts
Example 8-5
FY04 Office of Quality Management (OQM) Performance Management Survey
Gap Analysis
Example 8-6
FY03 Library Translation Services Customer Scorecard

- Pareto Charts
- Example 8-5
- FY04 Office of Quality Management (OQM) Performance Management Survey
- Gap Analysis
- Example 8-6
- FY03 Library Translation Services Customer Scorecard

## Step 8 (cont.) Example 8-1: FY04 Bioengineering and Physical Science Collaboration Needs Assessment

**Pie Chart:  Respondent Characteristics - Tenure**

**N = 371**

## Step 8 (cont.) Example 8-2: FY05 DIS Visiting Program Participant Survey

**Bar Chart:  Satisfaction – Reliability Frequency of Response**

**N = 112**
**Mean = 8.77**
**Median = 9**

- Unsatisfactory

- Outstanding

**83%**

**15%**

**2%**

## Step 8 (cont.) Example 8-3: FY04 Office of Research Facilities Senior Leadership Survey

**Bar Chart:  Satisfaction With Service Areas by Organization**

## Step 8 (cont.) Example 8-4: FY04 ORS Customer Scorecard Roll-up Results

**Line Graph:  Satisfaction - Mean Convenience Ratings**

**N = 13**
**Mean = 8.50**
**Median = 9.00**

- * Group significantly different from mean (p < .05)  ** Group significantly different from mean (p <.01)

- Outstanding

- Unsatisfactory

**Pareto Chart:  Satisfaction - Mean Convenience Ratings**

- Not at all Helpful

- Extremely Helpful

**Gap Analysis:  Satisfaction and Importance Ratings**

- Note: The Importance rating scale ranges  from 1 - 10 where “1” represents Unimportant and “10” represents Important. The Satisfaction rating scale ranges  from 1 - 10 where “1” represents Unsatisfactory and “10” represents Outstanding.

**Gap Analysis:  Satisfaction and Importance Ratings–A Closer Look**

- Note:  A  smaller portion of the chart is shown so that the individual data points can be labeled.

## Example 8-7
FY05 Division of Facilities Planning Customer Scorecard
Example 8-8
FY04 ORS Customer Scorecard Roll-up Results:  Overall Service Group Satisfaction Means by Fiscal Year
Example 8-9
FY04 ORS Customer Scorecard Roll-up Results:  Percentage Change in Overall Customer Satisfaction

- Example 8-7
- FY05 Division of Facilities Planning Customer Scorecard
- Example 8-8
- FY04 ORS Customer Scorecard Roll-up Results:  Overall Service Group Satisfaction Means by Fiscal Year
- Example 8-9
- FY04 ORS Customer Scorecard Roll-up Results:  Percentage Change in Overall Customer Satisfaction

## Step 8 (cont.) Example 8-7: FY05 Division of Facilities Planning Customer Scorecard

**Satisfaction Ratings by Fiscal Year**

**Unsatisfactory**

**N = 14**

**Satisfaction Dimension**

**Outstanding**

**N = 16**

**N = 15**

**N = 16**

**N = 15**

**N = 16**

**N = 15**

**N = 16**

**N = 15**

**N = 16**

**N = 15**

**N = 16**

-  Note:  There are no significant differences between the groups

## Step 8 (cont.) Example 8-8: FY04 ORS Customer Scorecard Rollup Results 

**Overall Service Group Satisfaction Means by Fiscal Year**

**N = 14**

**N = 15**

**N = 15**

**N = 15**

**N = 15**

**N = 15**

- * Group significantly different from Time 1 (p < .05)  ** Group significantly different from Time 1 (p <.01)

## Step 8 (cont.) Example 8-9: FY04 ORS Customer Scorecard Rollup Results  

**Percentage Change in Overall Customer Satisfaction**

**N = 14**

**N = 15**

**N = 15**

**N = 15**

**N = 15**

**N = 15**

- Appendix shows Service Group number mapping
- * Significant change (p < .05)  ** Significant change (p <.01)

- % Change in Overall Customer Satisfaction Mean Rating

## Step 9 Discuss Findings and Recommendations

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Data not worth anything if not reviewed for findings and recommended actions
If issues are identified, some kind of action is imperative
Customers share dissatisfaction and nothing happens -- organization has failed them twice
Actions can be thought of as service recovery
Recovery can impact tremendously on satisfaction and loyalty
In general customers have basic expectations

- Data not worth anything if not reviewed for findings and recommended actions
- If issues are identified, some kind of action is imperative
- Customers share dissatisfaction and nothing happens -- organization has failed them twice
- Actions can be thought of as service recovery
- Recovery can impact tremendously on satisfaction and loyalty
- In general customers have basic expectations

## Customer Expectations
Be competent
Explain things
Be respectful
Keep me informed
Be on my side
Play fair
Protect me from catastrophe
Keep your promise
Fulfill obligations
Learn my business and work with me
Share my sense of urgency
Be competent
Be prepared
Be flexible

- Customer Expectations
- Be competent
- Explain things
- Be respectful
- Keep me informed
- Be on my side
- Play fair
- Protect me from catastrophe
- Keep your promise
- Fulfill obligations
- Learn my business and work with me
- Share my sense of urgency
- Be competent
- Be prepared
- Be flexible

- Source:  Parasuraman, Berry, & Zeithaml, 1991.

## Step 9 Interpreting Findings

## Try to see the forest through the trees

Organize your data and findings to tell a story

Get front-line employee involved

Involve customers if they are willing

Organize findings to report both good news and areas for improvement

Develop a presentation summarizing the measurement process, method, findings, and recommendations

- Try to see the forest through the trees
- Organize your data and findings to tell a story
- Get front-line employee involved
- Involve customers if they are willing
- Organize findings to report both good news and areas for improvement
- Develop a presentation summarizing the measurement process, method, findings, and recommendations

## Step 10 Take Action

- © 2001 The New Yorker Collection from cartoonbank.com.  All Rights Reserved.

## Taking action is the bottom line
If nothing else -- you must provide feedback to customers on findings
Won’t cooperate with future data collection
May negatively impact on their image of you
Balanced Scorecard approach encourages integrating customer data into strategic planning process
Customer data is KEY ingredient in way the organization does business
Customer data should DRIVE organizational improvement
Remember that improvement is a process
Outstanding service doesn’t come over night
It’s not impossible
Just takes commitment to customer satisfaction and quality

- Taking action is the bottom line
- If nothing else -- you must provide feedback to customers on findings
- Won’t cooperate with future data collection
- May negatively impact on their image of you
- Balanced Scorecard approach encourages integrating customer data into strategic planning process
- Customer data is KEY ingredient in way the organization does business
- Customer data should DRIVE organizational improvement
- Remember that improvement is a process
- Outstanding service doesn’t come over night
- It’s not impossible
- Just takes commitment to customer satisfaction and quality

## Customer Assessment is essential to measuring the impact of your strategy
Meant to be used in conjunction with the other perspectives of your PMP
The 10 steps are a guideline to get you started
Customer data helps you answer the question, “How well do I deliver on my “value proposition”?

- Customer Assessment is essential to measuring the impact of your strategy
- Meant to be used in conjunction with the other perspectives of your PMP
- The 10 steps are a guideline to get you started
- Customer data helps you answer the question, “How well do I deliver on my “***value proposition***”?