Customer Satisfaction Pilot Studies and Analysis

Summary

In this report, four basic approaches to the analysis of customer satisfaction survey data were presented and discussed in the light of data from six States. These approaches were:

  • Looking at the basic descriptive statistics
  • Examining the dispersion or spread of responses
  • Comparing responses
    • Of customer groups
    • Among states or local One-Stops
    • At different time periods
  • Examining relationships between the ASCI questions/ASCI index and additional state questions

Each approach has strengths and weaknesses and varying degrees of suitability for different audiences. Table 10 presents each approach with its respective strengths and weaknesses and its primary audience.

Table 10: Approaches to Customer Satisfaction Analysis

Approach
Strength
Weakness
Primary Audience
Descriptive Statistics
  • Easily calculated
  • Easily understood
  • Summarizes key information
  • Basis for performance standards
  • Serves as a point of comparison
  • Terms are used loosely and can be misunderstood
  • Can oversimplify results
  • Impacted by extreme responses
  • Does not allow for determining practical differences in results
  • Appropriate for all audiences
  • Stakeholders
  • Senior management
Dispersion or spread of responses
  • Easily calculated
  • Visual display presents an immediate image of the results
  • Indicates spread of responses
  • Charts may be confusing
  • The dispersion statistic (standard deviation) is not easily understood and is often ignored
  • Appropriate for more limited audiences and detailed description needed
Comparing responses between groups
  • Provides clear indication of practical differences between groups
  • Can indicate areas of concern
  • Key to assessing performance in relation to negotiated standards
  • Comparisons are not always appropriate (apples to oranges)
  • Not always understood
  • Management
  • One-Stop staff
  • Stakeholders
Relationships between ACSI and additional questions
  • Tailored to a specific State's programs
  • May identify drivers of satisfaction
  • Can lead to too many questions
  • Questions may not be relevant
  • Provides indications, not final solutions
  • Questions can be developed for a specific audience

No one approach provides a complete picture of the customer service response data; a combination of approaches, with an accompanying explanation, provides the best view of the data.

Appendix A: Participant Data>>
 
 
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