X. Evaluation Tools & Measures
M. Measuring Client Satisfaction
Adapted From the Community Tool Box Chapter 31, Section 4
Measuring Client Satisfaction
Contributed by Aimee Wittman
Edited by Bill Berkowitz and Jerry Schultz
Topics:
What is the member satisfaction survey?
Why should you use the member satisfaction survey?
When should you use the member satisfaction survey?
How to conduct the member satisfaction survey
Examples
Resources
Related Topics
Checklist
What is a survey of client satisfaction?
How many times have you visited a restaurant and seen a mini-questionnaire tucked between the salt and pepper shakers on your table? These surveys usually ask you to rate the service, the food, the atmosphere, and the overall quality of the meal.
With that in mind, picture this scenario. Last weekend, you went to a fine Italian restaurant to celebrate a friend's birthday. When you arrived, everything from the simple yet beautiful candles on your table to the friendly service met or surpassed your expectations.
But maybe you wished the waiter or waitress would have been better informed about the evening's specials, or about the different varieties of wine. After finishing your meal, you filled out one of the surveys where you offered suggestions for improvement while still complimenting the many enjoyable aspects of the meal. If the restaurant truly wants to please its customers, it will look at your comments and try to incorporate them into its operation.
With the member satisfaction survey, groups ask members of the group to evaluate their "service" in the hopes of improving weak spots and continuing on with those methods that are proving to be successful. In other words, the member satisfaction survey asks members of the group to indicate their satisfaction with the group's day-to-day operations. Like the restaurant owner who wants to please her customers, a community group can use the satisfaction survey to better meet the needs of the community.
You may be asking yourself, "But, how is this different from the member survey of goals?" (F or more information on the member survey of goals, see Chapter 31, Section 3) Although the two sound similar, they are actually quite different.
The satisfaction survey might ask questions about such areas as planning, leadership, services, community involvement, and progress towards accomplishing goals.
Why should you do this type of survey?
The importance of the survey process
The satisfaction survey reminds members of your group that you care about their ideas, suggestions, hopes, and dreams. If members feel like they can actively participate in all aspects of the group-including sharing their feelings of satisfaction or disappointment-their desire to devote time and energy to the group will probably increase. In this way, both your group and its members benefit from the member satisfaction survey. While your group learns more about its strengths and weaknesses, members feel like an important and necessary part of the work that you do.
When is the right time to start?
Timing the member satisfaction survey
We recommend that this survey be done annually. That way, you can continually receive the input of your members concerning the work done by your group. Our experience with programs is that this often takes a real time commitment from staff, and that the amount of time that will be devoted to this survey will vary depending upon the nature of the group.
How to conduct the member satisfaction survey
Like many other aspects of evaluation, the member satisfaction survey involves several steps that can easily be broken down into manageable parts. The four steps are:
1. Develop a survey
You'll want to develop a survey that will help you understand the level of satisfaction that members of the community feel towards your initiative. For this, you'll need some members of the program to propose a survey form and help design the survey you might hold a small meeting of those who might be interested in developing a survey and brainstorm possible areas for questions. Another thing you could do is send out a preliminary draft of the survey to your most active members and ask them to comment, add, and take out questions.
Develop the questions which you will want to ask on your survey. y ou will want to prepare the questions in such a way that you can determine the satisfaction and the overall approval with the different aspects of the group.
You might ask questions concerning both planning and implementation and leadership.
If a respondent to the survey circled "e" for this question, your group would know that this individual's satisfaction was high for this particular area of the group. Then, after having looked over the entire survey, you might see that the respondent answered "d" or "e" for every question. This would lead you to believe that his or her overall approval for the program's activities was strong.
Try to come up with questions that assess satisfaction with the following aspects of the group:
2. Obtain the ratings
Your survey might address any or all of the above issues. Depending upon the nature of your group, you might feel like you could use more input in one area than another. In any case, you should cater your survey to meet the needs of your group. At the end of this section is a sample survey to help you better understand the ways to break down the questions.
After the surveys have been written, members of the group can distribute them to all the other members of the group. Sometimes this can be done through the mail, but there are other options depending upon the size of your group and what works best. One option would be to distribute them at meetings and have a "drop off' box at later meetings and events.
3. Assess satisfaction
Once the respondents have completed and returned the anonymous surveys to the evaluation team, you can begin to look at the information to determine what changes might need to happen in the structure of the group. One way to help accomplish this includes tabulating the results of the survey.
4. Use the data to improve the functioning of the initiative
Once again, the most brilliant research in the world won't help anyone if it is not used to make changes for the good of the program and of the community. Because this survey focuses on the thoughts and ideas of members, it is crucial that these members know that their suggestions are being heard and used by the group. For more ideas on feedback, see Chapter 32.
To help complete the member satisfaction survey, feel free to use and adopt example of the sample cover letter, a sample survey, and a sample collection of results. Hopefully, these samples will help you create your own successful survey.
Now, get ready for just one more survey: the member survey of outcomes. We'll discuss it in further detail in Chapter 31, Section 5. Then, while you are taking a breather, pat yourself on the back for the great work you've done as you learn about evaluation your group!
Examples
Sample cover letter for member satisfaction survey.
Sample member survey of satisfaction for a community coalition
Annual Member Satisfaction Survey
(Date)
Please return by (date)
We welcome your feedback on how well (the initiative) is doing. For each item, please circle the number that best shows your satisfaction with that aspect of the initiative. Provide additional comments if you wish.
Planning and Implementation |
Very dissatisfied |
|
|
|
Very satisfied |
1. Planning process used to prepare objectives for the initiative |
1 |
2 |
3 |
4 |
5 |
2. Follow through on the initiative’s activities |
1 |
2 |
3 |
4 |
5 |
3. Strength and competence of staff |
1 |
2 |
3 |
4 |
5 |
Comments: |
|||||
Leadership |
Very dissatisfied |
|
|
|
Very satisfied |
4. Clarity of the vision for where the initiative should be going |
1 |
2 |
3 |
4 |
5 |
5. Strength and competence of leadership |
1 |
2 |
3 |
4 |
5 |
6. Sensitivity to cultural issues |
1 |
2 |
3 |
4 |
5 |
7. Use of the media to promote awareness of the initiative’s goals, actions, and accomplishments |
1 |
2 |
3 |
4 |
5 |
8. Opportunities for members of the initiative to take leadership roles |
1 |
2 |
3 |
4 |
5 |
Comments: |
|||||
Services |
Very dissatisfied |
|
|
Very satisfied |
|
9. Training and technical assistance |
1 |
2 |
3 |
4 |
5 |
10. Fundraising and grantwriting |
1 |
2 |
3 |
4 |
5 |
11. Information and referral |
1 |
2 |
3 |
4 |
5 |
12. Advocacy |
1 |
2 |
3 |
4 |
5 |
13. Service programs to the community |
1 |
2 |
3 |
4 |
5 |
Comments: |
|||||
Progress and Outcome |
Very dissatisfied |
|
|
|
Very satisfied |
14. Progress in meeting the initiative’s objectives |
1 |
2 |
3 |
4 |
5 |
15. Success in generating resources for the initiative |
1 |
2 |
3 |
4 |
5 |
16. Fairness with which funds and resources are distributed |
1 |
2 |
3 |
4 |
5 |
17. The initiative’s contribution to the goal of (list major goal) |
1 |
2 |
3 |
4 |
5 |
18. The initiative’s contribution to the goals of (list other major goals, if appropriate) |
1 |
2 |
3 |
4 |
5 |
Comments: |
|||||
Overall Suggestions and Approval Rating |
|||||
19. Is the community better off today because of (the initiative)? (Circle one) YES NO |
|||||
Overall comments: |
|||||
Sample Memorandum of Results
DATE: ______________________ TO. (Leadership, Board of Directors of the group, members of the group, members of the community) FROM: The Evaluation Team RE: Results of the Annual Member Satisfaction Survey for ___________________. Enclosed please find the results of the Annual Member satisfaction Survey. We had a good response- ____people (___%) completed the survey. This report includes the average rating and the range of responses for each question, and a summary of the comments for each section. Generally, respondents were satisfied with the different aspects of functioning outlined in the survey. However, the range of responses was from 1 to 5 for each issue. The highest ratings were noted for the strength of competence of staff, the strength and competence of leadership, and the clarity of the vision of the initiative. The lowest rating was noted for item 20, the group's contribution to the goal of ___________________. Ninety-three percent of the members who completed the survey felt that the community was better off today because of (the initiative). Many of the members who completed the survey also provided comments at the end of each section. The comments, in addition to the ratings of each question, may provide some helpful feedback in planning for future activities of(the initiative). If you have any questions, please feel free to call us. We will also further discuss the survey findings at our next meeting. cc: Program officer, Funding source |
|
|
