1 Information Technology Service Quality – How does yours measure up? Jane McGuire Strategic Planner Office of the CIO UNM

2 Today’s Topics Quality Service Quality Measurement ServQual TechQual+

3 What is Quality? ISO Quality Control / Quality Assurance Six Sigma Lean Manufacturing, JIT production Balanced Scorecard Malcolm Baldrige Quality Award Process

4 Malcolm Baldrige Quality Award Leadership Strategic Planning Customer and Market Knowledge Measurement Workforce Process Management Results / Outcomes

5 Quality criteria “The only criteria that count in the evaluation of service quality are defined by the customers.” Valarie Zeithaml, Ph.D., Delivering Quality Service

6 What the customer wants per Horst Schultze, CEO, Ritz Carlton, 2006 Defect-free service Correct, consistent, reliable Timely service Now, according to created expectation To feel good Individual treatment, knowledge Result = Loyalty

7 How do we measure service quality? Self-Assessment checklist Anecdotal, individual feedback Focus Groups and one-time surveying - qualitative & quantitative data ECAR, Soochow & University of Hong Kong survey, University of Wisconsin/ECAR survey Polling Microtrends (Mark J Penn) Statistics Logs, time measures, ratios, control charts, variation

8 Service Quality (SERVQUAL) Model – Published 1990 Comprehensive customer view of Quality Service over time addresses: Tangibles Facilities, equipment, personnel, materials Reliability Delivering what’s promised Responsiveness Helping customers with immediate needs Assurance Competence, skills, knowledge, credibility, courtesy, security Empathy Access, communication, understanding the customer

9 Evolution: SERVQUAL, LibQual+®, ServQual 1990 Measure five service areas LibQual+® mid 90s Measure place, service affect, information control

10 Higher Education TechQual Tim Chester, CIO, TAMU/Qatar then Pepperdine University 3-year research project – multiple rounds of qualitative and quantitative data collection Statistically reliable, valid and universal instrument for technology service assessment 12 institutions participating in development

11 TechQual+ Survey topics Instrument Content Analysis

12 TechQual+ Survey The Instrument Standardized, outcomes-based ‘zone-of-tolerance’ analysis assessment tool Customer, not service-provider, perspective In-house comparison across years National comparison across institutions Large numbers of customer data to support data-driven decisions Useful to set internal priorities and allocate resources The Tool Web-delivered, remotely hosted on SQL server, institution-defined loading categories

13 TechQual+ Content 6 areas of questions Inclusive planning Access Campus information systems Web Support Classroom Technology 5 questions per area 3 answers per question Desired level of service Minimum level of service Perceived or experience level

14 Content related to SERVQUAL Customer values Empathy: Inclusive planning Reliability: Access, Campus information systems Assurance: Campus information systems, Web Responsiveness: Support Tangibles: Classroom Technology, Support

15 Statistics in TechQual+ Number of respondents, mean and standard deviation Service adequacy gap Service superiority gap Zone of tolerance identified

16 For Example:

17 *Qual+ Analysis By groups for each question

18 TechQual+ Refinement UNM’s involvement CIO/ITS and HSLIC co-sponsoring UNM HRRB approval of research project using human subjects Principal Investigators: Holly Buchanan, Barney Maccabe Investigators: Jane McGuire, Sally Bowler-Hill Focus Groups – April faculty, staff, student and 2 mixed groups Participants looking for Collaboration, Consistency and Communication – True in every school, large and small! Need for personal control: if no control, it better work Pilot Surveying Internal central IT on main and north campuses – June Colleges & admin groups – September 2007

19 Why Pilot ITS/HSLIC? Gather opinions on most & least important questions to ask UNM community Establish a baseline for internal perception of IT services Learn the survey instrument Tests the interfaces and administrative functions of this instrument

20 ITS/HSLIC Results HSLICITSTotal Invited Respondents Response Rate47%12%21% Incomplete surveys35 Faculty respondents8 Staff respondents63 Student respondents0

21 ITS/HSLIC Vertical Bar Chart InclusivePlanning Info. Systems Access Classroom Technology Web Support Mean Score (1-9) Question #

22 ITS/HSLIC Radar Chart Questions 1-5 Incl Planning 6-10 Info Systems Access Classroom Tech Web Support

23 Campus Pilot September 2007 Preliminary list of divisions to survey Anderson School of Management College of Education College of Nursing University College University Libraries Administrative groups: Budget Office, Extended University, Research & Economic Development, Continuing Ed

24 Demographic data loaded Status: faculty/staff/student Age: 65 UNM ‘Age’ 5 yr Gender Pure student & Faculty/staff Division/College groups

25 Consider for next time at UNM… Fewer Questions or categories Motivate a higher open rate Punchier invitations & reminders More reminders Sender should have direct relationship Departmental competition? Better rewards? (iPods?)

26 Using survey results Work with departmental IT service providers Share planning Share results Use data to base decisions, set priorities and make requests Organize for improvement, as suggested by ServQual developers: Formalize improvement processes State clear direction & priorities Involve many, emphasize teamwork Incremental steps, not all at once Empower staff, flatten the organization

27 ServQual: service quality gaps 2. Management perceptions and service expectations / standards gap 3. Service quality specifications and service delivery gap 4. Service delivery and external communication gap 1.Customer service expectations & management perception gap

28 Close the service gaps 2. Define affordable performance standards, train staff 3. Measure performance only against the standards 4. Create appropriate expectations with the customer 1.Understand customer expectations & perceptions

29 Quality service tenets Constant, incremental improvement Add strategic value - don’t only provide a commodity service Reliably flawless Right now! Individualize / personalize service Right the first time or VERY right the second time

30 Questions / Discussion