1. Voice of the Customer Survey Training
Designing Actionable Surveys
Presented by:
Frank Murdock
Prepared by:
Joely Gardner, PhD
Myriam Ochart

2. Agenda for this hour
Why focus on surveys?
What’s in it for my Section/Division?
Society-wide surveys
DIY: Planning your survey for maximum results.
Café and Feedback

3. Potential for society-wide knowledge Infrastructure requirements
Why focus on surveys?
Potential for society-wide knowledge
Infrastructure requirements

4. What’s in it for my Section/Division?
Standard tool
You will know the answer to two critical questions:
How are our members the same?
How are they different?
Survey answers help drive QMP (Quality Management Plan) annual plan to meet member requirements

5. Why are you part of society-wide surveys?
YOU make the difference in response rate.
HQ analysis of global results.
Your data is not available to others.
More details coming in next hour from Sarah Kositzke, ASQ Market Research Manager.

6. Professional/Personal Development Training Section/Division QMP
Top survey topics wanted by member leaders of Sections and Divisions*
Professional/Personal Development
Training
Section/Division QMP
Planning
Membership Drive
Interest in Volunteering
Corporate Outreach
* Results of 2008 ASQ Survey (n = 557)

7. Local survey topics: Questions to be developed by YOU
Local operational decision-making
Topics of section meetings
Meeting/Presentation evaluations
Logistics (day of the week, time)
Send a copy of the survey link to HQ to contribute to “library” of questions.

8. VoC Collection Process
Select Sample
Conduct Pilot Test
Revise Instrument
Analyze Data
Determine Goals
Design Methodology
Determine Feasibility
Develop Instrument
Report Results
Conduct Research

9. Actionable research is all about the questions
Types of questions
Formatting and Coding

10. Type A: Classification questions
Answers must be mutually exclusive
e.g. Gender
Male
Female
e.g. Location
Drop-down menu requiring a specific choice

11. Classification questions (cont.)
Answers must be all inclusive. Respondent must fit into one of the categories. For example:
How long have you been a member of ASQ?
Less than one year
1-4 years
5-10 years
11-20 years
Over 20 years

12. Classification questions (cont.)
Test to be sure you have included all possible options
Use “Other” and fill-in text box sparingly

13. Type B: Rank order questions
Answers are prioritized or rank ordered e.g.:
Choose top 3 from a list or
Check all that apply
“Other” option followed by text box covers unexpected

14. Likert scales are ordinal data not true numerical values
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
They are analyzed with percentages not averages

15. Numerical rating scales
On a scale of 1 to 10…
“How important”
“How satisfied”
“Degree of interest”
Verbal anchors
Not important Important

16. Coding survey questions
Define up front how you will “code” survey questions and any segmentation data elements. Possible coding opportunities:
Use ASQ codes where possible:
Member type segment codes
Geographic segments codes
Industry
Local coding
County

17. All answers are not ACTIONABLE

18. Example #1 of poor question (not actionable)
“I found the software easy to use.”
1 Strongly disagree 2 Somewhat disagree 3 Undecided 4 Somewhat agree 5 Strongly agree
Better question:
“The icon symbols clearly show what the buttons are used for.”
Disagree Agree

19. Example #2 of poor question (not actionable)
"How satisfied are you with our service?”
Better question:
“How satisfied were you with how you were greeted by the hotel check-in staff?”

20. Avoid loaded questions: language likely to bias response:
Prevent response bias
Avoid loaded questions:
language likely to bias response:
“Do you actually support Proposition X?

21. An example of response bias:
“Please answer the following survey questions about our performance with either:
 Excellent
 Good
Fair
I’m incapable of appreciating someone else’s hard work.”

22. Prevent response bias (cont.)
Avoid leading questions:
Questions that lead respondents toward a particular answer
“Isn’t it true that women are more likely to talk on the phone while driving?”

23. Prevent response bias (cont.)
Avoid more than one topic or issue per question
“Tonight’s topic was interesting and well-presented.”

24. Prevent response bias (cont.)
Avoid questions that are too general
Poor question:
“Do you like orange juice?”
(Do you mean taste? texture? price?)
Better question:
“Do you like the taste of fresh-squeezed orange juice?”

25. Survey Readiness Test GOAL is clearly defined
Survey is as short as possible
Fewest, most actionable questions to achieve the survey goal (5-10 questions)
Survey is simple to complete
check boxes, multiple choices, scales and fill-in-the-blanks
Survey has been piloted and revised
Final survey professionally packaged

26. Café: Ideas to Action

27. Reword this question to make it more actionable :
Please indicate your degree of interest (on a scale of 1-10) on the following training benefit:
Evidence that you can pass along to your management that Quality focused training for you as an individual benefits your organization.

28. How can we find out what “evidence” is?
Café Topics
How can we find out what “evidence” is?
How can we provide that “evidence” to members?

29. The ART of VoC ? 29 It’s all in the kinds of questions you ask.
Are you doing next-generation development? Then ask:
Product improvement questions
Features and functionality questions
Rational and logical questions
Are you interested in breakthrough development? Then ask:
Ideation questions
Needs as verbs not nouns
Emotionally-oriented questions 29