Measuring Library Patron Satisfaction using CMT
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Library Patron Library Patron Satisfaction Satisfaction using CMT using CMT Customer Satisfaction Survey Results Customer Satisfaction Survey Results Oxford County Library Oxford County Library November, 2004 November, 2004 Presented at OLA Super Conference, Toronto Presented at OLA Super Conference, Toronto February 5, 2005 February 5, 2005
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Measuring Library Patron Satisfaction using CMT. Customer Satisfaction Survey Results Oxford County Library November, 2004 Presented at OLA Super Conference, Toronto February 5, 2005. Oxford County Library. 18 branches: Ingersoll and 17 rural villages - PowerPoint PPT Presentation
Transcript of Measuring Library Patron Satisfaction using CMT
Measuring Measuring Library Patron Library Patron Satisfaction Satisfaction using CMTusing CMT
Customer Satisfaction Survey ResultsCustomer Satisfaction Survey ResultsOxford County LibraryOxford County Library
November, 2004November, 2004Presented at OLA Super Conference, TorontoPresented at OLA Super Conference, Toronto
February 5, 2005February 5, 2005
Oxford County LibraryOxford County Library 18 branches: Ingersoll and 17 rural 18 branches: Ingersoll and 17 rural
villagesvillages Serving a total population base of Serving a total population base of
about 50,000 in Oxford County about 50,000 in Oxford County outside Woodstock and Tillsonburgoutside Woodstock and Tillsonburg
Why measure customer Why measure customer satisfaction?satisfaction?
Satisfied customers return. Dissatisfied Satisfied customers return. Dissatisfied customers avoid returning and drive away customers avoid returning and drive away potential new business. Therefore, we potential new business. Therefore, we place value customer satisfaction, want to place value customer satisfaction, want to know what level we achieve and strive to know what level we achieve and strive to offer high quality service.offer high quality service.
Quantify service performance for funders, Quantify service performance for funders, especially re: employment services. especially re: employment services.
Promote library to communityPromote library to community
Our SurveyOur Survey Based on Common Measurements ToolBased on Common Measurements Tool Supported by HRSDC and Library Strategic Supported by HRSDC and Library Strategic
Development Fund, Ontario Ministry of CultureDevelopment Fund, Ontario Ministry of Culture All 18 branchesAll 18 branches November 8-27 (November 22-27 coincided with November 8-27 (November 22-27 coincided with
library “count week”)library “count week”) One page questionnaire, self-administeredOne page questionnaire, self-administered Incentive: draw for Rand McNally Ontario Road Incentive: draw for Rand McNally Ontario Road
Atlas (value $24.95), 2 consolation prizes of Rand Atlas (value $24.95), 2 consolation prizes of Rand McNally Pocket Road Atlas (value $8.95 each)McNally Pocket Road Atlas (value $8.95 each)
ResultsResults Total questionnaires returnedTotal questionnaires returned
713713 Total survey ballots completedTotal survey ballots completed 709709 Total repeatsTotal repeats 44 44 Unique responsesUnique responses(minimum)(minimum) 665665 Participants at all branchesParticipants at all branches
How did we get so many?How did we get so many? Staff teamwork and commitment Staff teamwork and commitment IncentiveIncentive Anonymity assuredAnonymity assured Patrons like OCL branches and staff and Patrons like OCL branches and staff and
want to show supportwant to show support Concern for security of service locationConcern for security of service location Simple questionnaire – 1 page, multiple Simple questionnaire – 1 page, multiple
choice questionschoice questions Invitation to submit more detailed Invitation to submit more detailed
commentscomments
Who responded?Who responded?
Draw tickets included phone numberDraw tickets included phone number Based on telephone exchange, a Based on telephone exchange, a
minimum of 83% were “local” minimum of 83% were “local”
Services UsedServices Used
0
100
200
300
400
500
600
Number ofResponses
Books
Computers
Jobs Gov’t info
Program/event
Other
74 %
21 %
Frequency of UseFrequency of Use
0
50
100
150
200
250
300
Number ofResponses
First Time
Multiple/ week
WeeklyMonthly
Infrequently
32%35 %
I was treated fairlyI was treated fairly
0
100
200
300
400
500
600
700
Agree Disagree
Number ofresponses
n/a
93.6 %
Staff were knowledgeable Staff were knowledgeable and competentand competent
0
100
200
300
400
500
600
700
Agree Disagree
Number ofresponses
n/a
91.1 %
I waited a reasonable amount of I waited a reasonable amount of time at the service locationtime at the service location
0
100
200
300
400
500
600
Agree Disagree
Number ofresponses
n/a
83.7 %
Staff were courteousStaff were courteous
0
100
200
300
400
500
600
700
Agree Disagree
Number ofresponses
n/a
92.7 %
Staff went the extra mile to make Staff went the extra mile to make sure I got what I wantedsure I got what I wanted
0
100
200
300
400
500
600
700
Agree Disagree
Number ofresponses
n/a
90.9 %
I was informed of everything I had to I was informed of everything I had to do to get servicedo to get service
0
100
200
300
400
500
600
Agree Disagree
Number ofresponses
n/a
90.2 %
Satisfaction with Satisfaction with amount of time it took to get serviceamount of time it took to get service
0
100
200
300
400
500
600
700
Number ofresponses
n/aSatisfied Dissatisfied
91.5 %
Satisfaction with Satisfaction with accessibility of serviceaccessibility of service
0
100
200
300
400
500
600
700
Number ofresponses
n/aSatisfied Dissatisfied
90.1 %
Satisfaction with Satisfaction with overall quality of service deliveryoverall quality of service delivery
0
100
200
300
400
500
600
700
Number ofresponses
n/aSatisfied Dissatisfied
91.1 %
Did you get what you needed?Did you get what you needed?
0
100
200
300
400
500
600
700
Yes No Partly n/a
Number ofresponses
98.6 %
Would you use the service again?Would you use the service again?
0
100
200
300
400
500
600
700
Yes No n/a
Number ofresponses
100 %
Nice numbers….Nice numbers….
But of what value are they?But of what value are they?
Weighting Responses Weighting Responses to Facilitate Comparisonsto Facilitate Comparisons
Strongly agreeStrongly agree: : # responses x 1# responses x 1AgreeAgree:: # responses x 2# responses x 2Neither agree nor Neither agree nor
disagreedisagree:: # responses x 3# responses x 3DisagreeDisagree:: # responses x 4# responses x 4Strongly disagreeStrongly disagree:: # responses x 5# responses x 5No answer/not applicableNo answer/not applicable: not included: not included
Average Performance ScoresAverage Performance Scores
0.9 1 1.1 1.2 1.3 1.4
Information
Extra Mile
Courtesy
Timeliness
Competency
Fairness
Average Performance Scores: Average Performance Scores: All respondents and 1All respondents and 1stst time users time users
0 0.5 1 1.5
Information
Extra Mile
Courtesy
Timeliness
Competency
Fairness
All respondents 1st time users
Average Performance Scores: Average Performance Scores: All respondents and Job seekersAll respondents and Job seekers
0 0.5 1 1.5 2
Information
Extra Mile
Courtesy
Timeliness
Competency
Fairness
All respondents Job seekers
Average Satisfaction ScoresAverage Satisfaction Scores
1.09 1.1 1.11 1.12 1.13 1.14
Overallsatisfaction
Accessibility
Timeliness
Average Satisfaction Scores:Average Satisfaction Scores:All Respondents and 1All Respondents and 1stst time users time users
1 1.1 1.2 1.3 1.4
Overallsatisfaction
Accessibility
Timeliness
All respondents 1st time users
Average Satisfaction Scores:Average Satisfaction Scores:All Respondents and Job seekersAll Respondents and Job seekers
1.05 1.1 1.15 1.2 1.25
Overallsatisfaction
Accessibility
Timeliness
All respondents Job seekers
Advice on the use of CMTAdvice on the use of CMT Pretest questionnairePretest questionnaire Avoid distractionsAvoid distractions
– Introduction of new circ systemIntroduction of new circ system– Other survey underwayOther survey underway
Not appropriate in its present form Not appropriate in its present form for feedback on eventsfor feedback on events
BiasesBiases
Community perception about Community perception about motivation behind/use of survey motivation behind/use of survey
Personal relationship between staff Personal relationship between staff and respondentsand respondents
Concerns about CMTConcerns about CMT Satisfaction ratings without respondents’ Satisfaction ratings without respondents’
comments difficult to interpret accuratelycomments difficult to interpret accurately Response may be indicative of nature of Response may be indicative of nature of
service performed, yet not reflect service performed, yet not reflect performance performance
Repetitive multiple choice questions invite Repetitive multiple choice questions invite repetitive thoughtless answersrepetitive thoughtless answers
Use CMT to measure system (not individual) Use CMT to measure system (not individual) service performance service performance
Staff perception of intended purpose of Staff perception of intended purpose of survey may impact response rate and survey may impact response rate and resultsresults
George StockGeorge StockSpecial Programs CoordinatorSpecial Programs Coordinator
Oxford County LibraryOxford County Libraryc/o Innerkip Public Libraryc/o Innerkip Public LibraryInnerkip, ON N0J 1M0Innerkip, ON N0J 1M0
(519) 469-3824(519) [email protected]@ocl.net
