8 Gathering Views On Service Quality

Costs of poor quality “are huge, but the amounts are not known with

precision. In most companies, the accounting system provides only a

minority of the information needed to quantify this cost of poor quality

Juran (1992)

Gathering Views on Service Gathering Views on Service QualityQuality

Techniques and toolsTechniques and tools

Objectives

Learning Criteria

Summarise methods of assessing the quality of customer service provision in a business and services contextExplain the purpose of evaluating the performance of a customer service policy and how this can assist future staff training and development eventsAssess a range of sources which provide information concerning customer requirements and satisfaction levels

Performance measures

Relationship between satisfaction and loyalty

Customer intelligence:

The process of gathering information; building a historical database; and developing an understanding of current, potential, and lapsed customers.

Sources of Information to Measure Customer Satisfaction

Informal surveysComment cardsVerbal commentsHistorical data (point of sale)SalesCorporate generated surveysDiscussions with internal customersFocus groupsToll-free phone numbersCustomer intelligence information

Sources of Customer Intelligence

Method by which customers choose to conduct businessTime of day that customers have questions Depth of their expected interactionsPurchasing patternsExpectationsAnd so on

Using existing informationUsing existing information

General satisfaction surveys and opinion General satisfaction surveys and opinion pollspollsPlanning and designing useful and high Planning and designing useful and high quality surveysquality surveysServqualServqualCustomer and other panelsCustomer and other panelsService specific, recent contact and exit Service specific, recent contact and exit surveyssurveysMystery shoppingMystery shopping

1. General satisfaction surveys and 1. General satisfaction surveys and opinion pollsopinion polls

A survey is a systematic gathering of data that A survey is a systematic gathering of data that uses a questionnaire to gather the same uses a questionnaire to gather the same information from each individual service user information from each individual service user

Usually based on a sample drawn from a wider Usually based on a sample drawn from a wider population representative of the target marketpopulation representative of the target market

General surveys are useful to get a broad General surveys are useful to get a broad picture of the views of service users on a range picture of the views of service users on a range of issues. of issues.

1. General satisfaction surveys and 1. General satisfaction surveys and opinion pollsopinion polls

Often surveys are an attempt to assess Often surveys are an attempt to assess general satisfaction, to measure change general satisfaction, to measure change over time and to build an up- to- date over time and to build an up- to- date profile of the client base. profile of the client base.

2. Planning and designing useful 2. Planning and designing useful surveyssurveys

A key principle of quality in research and A key principle of quality in research and consultation is that the research design consultation is that the research design must be led by purpose and use. must be led by purpose and use.

It is essential that the It is essential that the purposes purposes of the of the research and how the findings will be research and how the findings will be usedused are clear. are clear.


Think about the purpose of the surveyThink about the purpose of the survey– It is important to be clear about the purpose of It is important to be clear about the purpose of

any general survey. any general survey. – Undertaking a survey may raise expectations Undertaking a survey may raise expectations

for change that can’t be met either because for change that can’t be met either because the information asked for is not precise or the information asked for is not precise or clear enough to be actionable or because clear enough to be actionable or because resources or other factors are not in place to resources or other factors are not in place to support changesupport change


Planning and designing useful surveys; Planning and designing useful surveys; checklistchecklist– Be clear about the purpose of a general survey and Be clear about the purpose of a general survey and

whose views it is seeking. It may be more effective to whose views it is seeking. It may be more effective to target particular service users rather than conducting target particular service users rather than conducting a general survey.a general survey.

– Clearly specify the target population for your survey.Clearly specify the target population for your survey.– Ask questions that are important to customers as well Ask questions that are important to customers as well

as questions that concern service providorsas questions that concern service providors


Planning and designing useful surveys; Planning and designing useful surveys; checklistchecklist– Be clear about what changes in services may be Be clear about what changes in services may be

realistically expected as a result of the survey.realistically expected as a result of the survey.– Consider carefully how important it is to track changes Consider carefully how important it is to track changes

over time; do not automatically ask the same over time; do not automatically ask the same questions as earlier surveys unless there is a good questions as earlier surveys unless there is a good reason to do so.reason to do so.

– Design use into the survey; ask for precise and Design use into the survey; ask for precise and actionable information and be clear about the actionable information and be clear about the intended use of intended use of everyevery question in the survey. question in the survey.


Planning and designing useful surveys; Planning and designing useful surveys; checklistchecklist– Consider how the data is to be analysed in advance; Consider how the data is to be analysed in advance;

discard any questions that are not essential, and discard any questions that are not essential, and discard or appropriately reword questions that are discard or appropriately reword questions that are likely to elicit a low response.likely to elicit a low response.

– Be clear in advance about who will use the survey Be clear in advance about who will use the survey results and exactly how the results are to be used to results and exactly how the results are to be used to change services. change services.

– Always tell service users what changes have resulted Always tell service users what changes have resulted from the last time they were consulted and from the last time they were consulted and acknowledge the value of their input. This will help to acknowledge the value of their input. This will help to encourage future responses by demonstrating the encourage future responses by demonstrating the actions that have resulted.actions that have resulted.

3. Servqual3. Servqual

The Servqual approach is best suited to The Servqual approach is best suited to assessing existing service quality. assessing existing service quality.

It assesses customer satisfaction with the It assesses customer satisfaction with the processes supporting the service provision and processes supporting the service provision and not the quality of the end result, or outcome. not the quality of the end result, or outcome.

For example, it will not help to assess the quality For example, it will not help to assess the quality of a completed repair, although it will assess the of a completed repair, although it will assess the processes necessary to provide a repairs processes necessary to provide a repairs service service


Servqual: checklistServqual: checklistIt is important to understand service user It is important to understand service user expectations; there may be a number of ways to expectations; there may be a number of ways to do this and which should be considered more do this and which should be considered more generally, even if a Servqual approach is not generally, even if a Servqual approach is not adopted. adopted. Expectations will change over time and the Expectations will change over time and the methods used need to be able to capture these methods used need to be able to capture these changes.changes.Consider how to assess satisfaction with both Consider how to assess satisfaction with both processes and outcomes of service delivery.processes and outcomes of service delivery.


Servqual: checklistServqual: checklist√ √ Consider whether there is the appropriate technical Consider whether there is the appropriate technical capacity to conduct a rigorous Servqual exercise or capacity to conduct a rigorous Servqual exercise or whether you need external support.whether you need external support.√ √ Think about how best to present the gap scores to Think about how best to present the gap scores to different audiences and how best to encourage different audiences and how best to encourage discussion of the findings of this approach. discussion of the findings of this approach. √ √ There are also useful lessons for general questionnaire There are also useful lessons for general questionnaire design in terms of identifying different determinants and design in terms of identifying different determinants and dimensions of service character. This is likely to enhance dimensions of service character. This is likely to enhance the usefulness of all survey approaches. the usefulness of all survey approaches.


The task of identifying the different The task of identifying the different characteristics of service quality in this characteristics of service quality in this way is an important step in the design of way is an important step in the design of any questionnaire or survey, whether or any questionnaire or survey, whether or not it uses a Servqual methodology. not it uses a Servqual methodology. This will avoid questionnaires becoming This will avoid questionnaires becoming an unstructured collection of loosely or an unstructured collection of loosely or unrelated questions and so will enhance unrelated questions and so will enhance the usefulness of the data collectedthe usefulness of the data collected


A further issue is one of presentation of findings. A further issue is one of presentation of findings. – Typically the scores produced are negative; Typically the scores produced are negative;

that is that an organisation will usually fail to meet that is that an organisation will usually fail to meet expectations. expectations.

– Whilst service managers may find this useful Whilst service managers may find this useful information of help to direct their efforts towards information of help to direct their efforts towards service improvement, there may be issues about service improvement, there may be issues about direct reporting of these scores to direct reporting of these scores to

Staff, Staff, Members Members Board membersBoard membersPublic. Public.

– Negative scores may automatically be seen as Negative scores may automatically be seen as service failure service failure

4. Customer and other panels4. Customer and other panels

A Panel is essentially a group of A Panel is essentially a group of customers or service users who have customers or service users who have consented to be part of a pool of people consented to be part of a pool of people which will be used to select samples to which will be used to select samples to take part in periodic research and take part in periodic research and consultation exercises. consultation exercises.

They are sometimes referred to as user They are sometimes referred to as user groups.groups.


Both the design and maintenance of the Both the design and maintenance of the Panel and the individual methods used Panel and the individual methods used with the Panel influence the quality of the with the Panel influence the quality of the data collected in this way and need to be data collected in this way and need to be considered.considered.


When might a Panel be useful?When might a Panel be useful?– Establishing a Panel is a convenient and visible way Establishing a Panel is a convenient and visible way

to recruit people willing to provide feedback on their to recruit people willing to provide feedback on their experience of servicesexperience of services

– As with any sample, a key issue is to decide how As with any sample, a key issue is to decide how important strict statistical representativeness is given important strict statistical representativeness is given the purposes for which the Panel will be used. the purposes for which the Panel will be used.

– To be statistically representative, Panels should be To be statistically representative, Panels should be selected in the same way as samples for general selected in the same way as samples for general surveys. surveys.


Potential ProblemsPotential Problems– Loss of Panel members over time means that the Loss of Panel members over time means that the

Panel needs to be continually refreshed. Panel needs to be continually refreshed. – It may be difficult to recruit members from lower It may be difficult to recruit members from lower

socio-economic groups, ethnic minorities and young socio-economic groups, ethnic minorities and young people. people.

– Downward trends in response rates over time may Downward trends in response rates over time may highlight research saturation or disillusionment highlight research saturation or disillusionment amongst Panel members. amongst Panel members.

– Panels require active management; the composition Panels require active management; the composition of the Panel should be reviewed regularly and new of the Panel should be reviewed regularly and new members recruited. members recruited.

5. Service specific, recent 5. Service specific, recent contact or exit surveyscontact or exit surveys

These are surveys based on people who These are surveys based on people who have recently used a servicehave recently used a service– They are appropriate when it is more They are appropriate when it is more

important to have informed feedback based important to have informed feedback based on experience, rather than the views of a on experience, rather than the views of a wider sample of the general population or all wider sample of the general population or all service users. service users.

– They can be used in a more regular and They can be used in a more regular and routine way than general satisfaction surveys routine way than general satisfaction surveys which only happen every few years which only happen every few years


Such surveys can be used for different Such surveys can be used for different purposes and this will affect they way they purposes and this will affect they way they should be conducted. should be conducted. – Data on experience of services may be used Data on experience of services may be used

to support long term monitoring of services, to support long term monitoring of services, assess the performance of contractors and to assess the performance of contractors and to identify and follow up individual dissatisfied identify and follow up individual dissatisfied service users. service users.

– These approaches are good for getting short These approaches are good for getting short and simple, more ‘everyday’ feedback and simple, more ‘everyday’ feedback


It is important to define the target It is important to define the target population very clearly; population very clearly;

It is particularly important to ensure that It is particularly important to ensure that questions are asked of people with recent questions are asked of people with recent experience of the use of the service which experience of the use of the service which is being investigatedis being investigated


Service specific surveys: checklistService specific surveys: checklist

Be clear about the purpose of the survey Be clear about the purpose of the survey and the use to which the data will be put.and the use to which the data will be put.

Check that the survey is of recent service Check that the survey is of recent service users, rather than a general sample.users, rather than a general sample.

Keep it short and simple and use local Keep it short and simple and use local terminology.terminology.


Service specific surveys: checklistService specific surveys: checklistBe clear about what service changes may realistically be Be clear about what service changes may realistically be expected as a result of the survey.expected as a result of the survey.Design use in: each survey should have a tightly defined Design use in: each survey should have a tightly defined focus and ask for views and information on clear specific focus and ask for views and information on clear specific issues that can be easily analysed and acted upon.issues that can be easily analysed and acted upon.Focus groups or other consultative input from residents Focus groups or other consultative input from residents and staff can assist in both the design of surveys and the and staff can assist in both the design of surveys and the further analysis of the findings.further analysis of the findings.Check that the sample was selected in an appropriate Check that the sample was selected in an appropriate way and based on reliable, up to date information.way and based on reliable, up to date information.


Service specific surveys: checklistService specific surveys: checklistCheck that the sample was selected in an appropriate Check that the sample was selected in an appropriate way and based on reliable, up to date information.way and based on reliable, up to date information.Choose an appropriate type of survey and consider how Choose an appropriate type of survey and consider how to maximise response rates. to maximise response rates. Distribution and collection of questionnaires by local staff Distribution and collection of questionnaires by local staff or contractors may encourage better response rates.or contractors may encourage better response rates.Consider whether anonymity is necessary; it may not be Consider whether anonymity is necessary; it may not be an advantage for survey responses to be anonymous. an advantage for survey responses to be anonymous. There should at least be some provision for more in-There should at least be some provision for more in-depth follow up of responses on an individual basis at depth follow up of responses on an individual basis at the discretion of the individual resident.the discretion of the individual resident.


Service specific surveys: checklistService specific surveys: checklist– Be aware that small sample sizes are likely; Be aware that small sample sizes are likely;

this will mean that it is usually not possible to this will mean that it is usually not possible to analyse the data on a sub-group basis, such analyse the data on a sub-group basis, such as by different age groups.as by different age groups.

– Ensure that all the data is analysed promptly Ensure that all the data is analysed promptly and fully.and fully.

– Ensure that appropriate follow up in individual Ensure that appropriate follow up in individual cases is undertaken.cases is undertaken.


Service specific surveys: checklistService specific surveys: checklistAnalyse and report the findings in an Analyse and report the findings in an appropriate and accessible way to all appropriate and accessible way to all relevant parties including service users relevant parties including service users themselves, ensuring that the implications themselves, ensuring that the implications for service delivery been identified and for service delivery been identified and invite feedback.invite feedback.Identify any further research and Identify any further research and consultation needs.consultation needs.

7. Mystery shopping7. Mystery shopping

Mystery shopping is the use of individuals Mystery shopping is the use of individuals trained to observe, experience and trained to observe, experience and measure any customer service process, measure any customer service process, by acting as service users or customers by acting as service users or customers and reporting back on their experiences in and reporting back on their experiences in a detailed and objective way. a detailed and objective way. This procedure can be used over the This procedure can be used over the telephone, in face to face situations or by telephone, in face to face situations or by e-mail e-mail


Mystery shopping: checklistMystery shopping: checklist– The scenarios used should be relevant, The scenarios used should be relevant,

credible, practical and safe.credible, practical and safe.– The sample size and selection should be The sample size and selection should be

appropriate for the kind of analysis required appropriate for the kind of analysis required and should reflect the usual pattern of and should reflect the usual pattern of inquiries across the service.inquiries across the service.

– The objectivity of the exercise should be The objectivity of the exercise should be safeguarded by careful selection of mystery safeguarded by careful selection of mystery shoppers and thorough training.shoppers and thorough training.


Mystery shopping: checklistMystery shopping: checklistData should be reported only at an aggregate level and Data should be reported only at an aggregate level and the anonymity of staff protected.the anonymity of staff protected.Staff and trade unions should be told that mystery Staff and trade unions should be told that mystery shopping is planned and that they may be involved in the shopping is planned and that they may be involved in the decision-making process.decision-making process.The findings should be written up in an appropriate and The findings should be written up in an appropriate and accessible way and reported to all key audiences, accessible way and reported to all key audiences, including staff.including staff.The implications of the research for service delivery The implications of the research for service delivery should be identified.should be identified.Any further research needs should be identified.Any further research needs should be identified.

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8 Gathering Views On Service Quality

Education

useful surveys checklist

target market general

sources of information

customer service policy

surveys mystery shopping

service quality techniques

customer requirements

satisfaction levels