Conducting Customer
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Transcript of Conducting Customer
Conducting Customer
Peggy Staite-Wong, M.A.
Robert Wong, M.A., M.C.I.P, C.M.R.P.
The Resource Management Consulting Group
FEEDBACKFEEDBACK
Parks & Recreation Ontario 2006 Conference
A bit about us…A bit about us…
Marketing research & strategic planning
Enjoy projects that benefit our community: Business plan for G’Nadjiwon Ki Aboriginal Tourism Association City of Barrie Pesticide Policy Downtown Collingwood Image Research Nottawasaga Region Business Retention & Expansion Surveys Southlake RHC Regional PCI Project Patient and Staff Research
Peggy: Research project design, implementation and reporting Roots in environmental planning & horticulture (Master Gardener)
Robert: Coordinates Research Analyst (post-graduate) Program at Georgian College Specializes in tourism research and planning Past-Director of Marketing Research
Intelligence Association
Improve products and services Obtain timely and reliable
information to… Make informed decisions Eliminate a bottleneck Understand customers’ concerns Document resource requirements Determine which changes will produce
the biggest payoff
Make changes that customers will notice and value
FEEDBACKFEEDBACK
Keys to SuccessKeys to Success
FFocus ocus your feedback needsyour feedback needs
EEnergizenergize your customersyour customers
EEfficiencyfficiency with technologywith technology
DDiscover iscover open-ended value open-ended value
BBenchmarkenchmark your resultsyour results
AAsksk valid questionsvalid questions
CComplimentompliment with profile questionswith profile questions
KKeepeep growing your feedbackgrowing your feedback
FEEDBACFEEDBAC
K K
Focus your feedback needsFocus your feedback needsEEDBACK
Establish the Research DirectionEstablish the Research Direction
Translate Your Issues to Research Objectives
What do I need to know and who can tell me?
Previous research?
Programs & services that will benefit from the research?
Decisions that could be made using the results?
Information gaps?
Iceberg PrincipleIceberg Principle
Research the potential cause…
market changes?
new policies?
poor facilities?
Look beyond the symptoms… low use complaints
high employee turnover
staff performance?
FEEnergize your customersnergize your customers
EDBACK
Customers want to Customers want to participate!participate!
Match method to your customers Interests Demographics Issues Communication preferences
Customers perceive they benefit vs.
The “organization” benefits
MethodologiesMethodologies
Qualitative
Small number of customers
Need in-depth information about an issue
Exploratory Unsure of the options Explore the range of ideas
not the preferred
Quantitative
Large number of customers
Need the number Conclusive factual
information Know range of options but
need to know customers’ preference
Dig into the data for patterns and sub-group comparisons
Be CreativeBe Creative
Face-to-face
PDA
Survey
OnlineSurvey
MailoutScannable
Telephone Survey
Quantitative
Online
Discussion
Focus Group
In-depthInterview
Observation
Qualitative
Mixed Methods WorkMixed Methods Work
Face-to-face
PDA
Survey
Quantitative
Online Discussion
Qualitative
F E EEfficiency with technologyfficiency with technologyD B A C K
Peek at TechnologyPeek at Technology
What’s it look like?What’s it look like?
Web Online Web Online
SurveySurvey Online Online Discussion BoardDiscussion Board
Palm Palm ComputerComputer
F E E Discover open-ended valueDiscover open-ended value
B A C K
Why Open-Ended?Why Open-Ended?
When? Exploring Don’t know all the answers Learn their words, their language Unprompted response
Challenges? Analysis
Open-ended responses add value
Images of CollingwoodImages of Collingwood
Extremely Clean-well maintained
-clean!!!!(not mentioned about other
communities)
Pedestrian Friendly-great parking Downtown
-pedestrian friendly
Heritage & More…-natural but historic
-nature and town together-kept up historically … nice individual
stores kept alive-love wide street & mix of old and new
Quaint & Charming Atmosphere-charming, quaint
-friendly people place!!!-welcoming, feel very at home
-relaxed, unlike the city-growing up!
Classic-cute, attractive, beautiful
-classic with great feel of the past
-pretty: the way its laid out, wide streets and sidewalks,
history, character
Love the Beautification-overall appearance is pleasant and relaxing:
greenery, flowers, cleanliness, music
-shady, comfortable, green
F E E D Benchmark your resultsBenchmark your resultsA C K
BenchmarkingBenchmarking
Quantitative Establish basis for comparison Requires set of common questions Examples
Within department over time Throughout one organization Against other similar organizations
Benchmarking on Benchmarking on a National Scalea National Scale
The Common Measurements Tool (CMT) Set of commonly used survey questions and
response measurements Enables organizations throughout Canada to
compare results Facilitates sharing of information gained and
lessons learned
F E E D B Ask valid questionsAsk valid questionsC K
5 Common Wording Problems5 Common Wording Problems
1. Vague questions Need context of situation, time frame
How often do you ski? CCS or alpine? Over a season or at holidays? In Ontario or anywhere?
None, few times, a little, some, lots
2. Double-barreled questions Easier to spot on key words
“helpful and courteous” More difficult to spot in a statement
“I just need time! I need time for myself as well as quality time with my child”
5 Common Wording Problems5 Common Wording Problems
3. Collectively exhaustive All possible choices offered Use other as an option but be prepared for high
response
4. Mutually exclusive No overlapping categories
Age 20-30 30-40 40-50 What type of vehicle do you drive?
Camry, SUV, Outback, Explorer, GM
5. Undecided, Don’t Know They are different! Undecided attracts fence sitters
Let’s Look at Some SurveysLet’s Look at Some Surveys
F E E D B A Compliment with profileCompliment with profile K
Profile TipsProfile Tips
Profile questions allow comparison to other studies Demographic anchor points should match Canada
Census Open-ended occupation, then match with Standard
Industry Classification (SIC) Manual Check other research from your organization
Income is sensitive to some Do you need to know? Art to getting a response
Presenting a ProfilePresenting a Profile
Prime working years 65% work for a company 20% self employed 42% have children living at home,
of these about ½ under 14 yrs of age
Age
0
5
10
15
20
25
30
35
40
45
<35 35-44 45-54 55+
Employment N=556
Corporate65%
Self-employed
20%
NFP/not employed
7%Gov't8%
F E E D B A C Keep growing your feedbackKeep growing your feedback
4 Ways to make research useful4 Ways to make research useful
1. Communicate the results clearly
Research should be exciting, not boring
Satisfy everyone’s curiosity
3. Keep reporting short & sweet
Message must be clear Use data for backup
4. Use visuals
Graphs, charts, photographs,
clipart to reinforce findings
2. Focus on decisions and actions“Everything”What you need to move forward
Graphs reinforce wordsGraphs reinforce words
Pesticides have negative effects Contaminate surface &
groundwater (86%) Harm children (80%) Pollute air (68%)
Pesticides are not essential Never for sports fields (70%) 54% use pesticides but only
30% said pesticides were necessary
Attitudes about Chemical Pesticides
0% 20% 40% 60% 80% 100%
pesticides necessary
pollute air
not on sports fields
harm children
surface/ groundwater
% respondents n365-378
strongly agree agree disagree strongly disagree undecided
Residents are aware of pesticide impacts
Creative PresentationCreative Presentation
Creemore N=267
-very small, tiny
-artsy, lovely, quaint
-old country but not heritage
-dull, boring, looks like something could happen
but nothing does
-nicely done, quiet, friendly
-not much there
Thornbury N=300
-similar to Collingwood, just smaller
-cute, quaint, small
-expensive stores, trendy
-village-like, whimsical
-needs a face lift
-more charming, less practical
-growing, improving
Wasaga BeachN=320
-half of comments negative
-tacky & dirty, but nice beach, just too crowded
-lacking a real main street & friendliness
-touristy, cheesy
-entertaining, young
-wild, busy, fun
-party central
Keys to SuccessKeys to Success
FFocus ocus your feedback needsyour feedback needs
EEnergizenergize your customersyour customers
EEfficiencyfficiency with technologywith technology
DDiscover iscover open-ended value open-ended value
BBenchmarkenchmark your resultsyour results
AAsksk valid questionsvalid questions
CComplimentompliment with profile questionswith profile questions
KKeepeep growing your feedbackgrowing your feedback
FEEDBACFEEDBAC
K K
QuestionsQuestions
Connect with us:
Creative Methods
Creative Methods
BenchmarkBenchmark
Technology Advantage
Technology Advantage
Researchable Objectives
Researchable Objectives