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Report
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Clerk at 905-623-3379 ext. 2102.
Report To: General Government Committee
Date of Meeting: May 30, 2016
Report Number: CAO-002-16 Resolution:
File Number: Dy-law Number:
Report Subject: Municipal Services and Customer Experience Surveys
Recommendations:
1. That Report CAO-002-16 be received for information.
Municipality of Clarington
Report CAO-002-16 Page 2
Report Overview
This report outline the methods that the Municipality will be using to survey residents
and businesses about their satisfaction with municipal services.
1 . Purpose:
1.1 Good customer service is a key priority of the Municipality. A critical question
that staff have sought to answer is: How can Clarington best ensure useful
information is obtained in a cost effective manner about the satisfaction of
Clarington residents with the range of services delivered by the Municipality that
can then be incorporated into a municipal performance report card to be
delivered to Council in the latter part of this year.
2. Background:
2.1 The Municipality in recent years has tried two different methods of seeking this
information.
2.2 In Spring 2013, a "pull" type survey was used. This involved wide spread
advertising to encourage residents to come to the municipal website and
complete a survey.
2.3 In Winter 2015, a "push" type survey was used to help shape the Strategic Plan.
This sought to address the challenges with low response rates experienced in
the "pull" type survey as well as to address the representativeness of the
customer base. A random selection of residents representing each area of the
municipality in proportion to its share of the population were sent a letter from
the Mayor encouraging them to complete a survey at a specific website address.
2.4 Within the 2013 survey residents were also asked to rate a recent customer
service experience of their choosing. This part of the survey used the questions
from the 15 year tested Institute for Citizen Centered Service's (ICCS) six
questions that go to the known six drivers of customer service satisfaction in
public services.
2.5 The Municipality seeks means to improve customer satisfaction among not only
residents, but also businesses. The ICCS has also done considerable surveying
and research in this area to identify drivers of satisfaction with public services by
businesses. This has been discussed with CBOT who are supportive of the
Municipality also surveying businesses and are prepared to assist.
Municipality of Clarington
Report CAO-002-16 page 3
3. LOVING FORWARD: THREE SURVEYS
3.1 In moving forward, three surveys will be undertaken:
a. A contracted telephone poll of residents to learn their satisfaction with some
34 municipal services
b. A staff administered survey that asks 8 questions of residents about their
satisfaction with a recent customer service experience
c. A staff administered survey that asks businesses about their satisfaction with
a recent customer service experience
3.2 This approach was selected based on the following seven criteria:
It will be important that the method generate useful data which in this business
context means the information:
1. is generated from a response rate that is adequate to be relied upon as
statistically valid and reliable
2. can be compared both over time and with other municipalities
3. is representative of the population served (communities, age, place of
employment)
4. has limited integrity risks ( e.g., "ballot stuffing")
5. promotes accountability
6. helps determine where to focus service improvement resources and which
services have exceptionally strong satisfaction and then investigate whether
the actions taken may be replicated elsewhere
7. can be obtained at a minimal cost in staff time and in external costs.
3.2 The details of this three pronged approach are:
1. A contracted telephone poll of residents. This is the methodology used by
similar sized municipalities e.g., Halton Hills, Wh itch u rch-Stouffville, Ajax of
contracting a polling firm to undertake a random telephone survey of
residents. Residents representative of the different areas of the municipality,
age and gender would be asked about their level of satisfaction with 34
services. Preliminary estimates from two firms have been sought showing
the cost in the $20,000 range. An RFP will be issued in accordance with the
purchasing by-law.
2. The ICCS survey of resident satisfaction with a recent customer service
experience will be made available in paper form at all municipal counters and
a postcard will also be available for residents that will provide info about how
to go on-line to complete this short survey. The survey would be open from
June through August.
3. The ICCS survey of business satisfaction with a recent customer experience
will also be available in the same manner as the resident satisfaction survey
and open for the same time period and will also be distributed by CBOT.
Municipality of Clarington
Report CAO-002-16 - — page 4
4. CONCLUSION
Successful operation of the Municipality requires valid and reliable information
about the satisfaction of the people we serve with the services they receive and
with how they are received as customers. A three pronged widely used
approach to gather this information will be used. Results of these three surveys
will be incorporated into a municipal performance report card to be delivered to
Council in the latter part of this year.
Submitted by.
Franklin Wu
Chief Administrative Officer
Staff Contact: Curry Clifford, Strategic Initiatives Officer 905-623-3379 ext. 2026 or
cclifford@clarington.net