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In a time of universal deceit, telling the truth is a revolutionary act.
(George Orwell)

Document T041

An Integrated Approach to Conducting Client Satisfaction Surveys: Self-Directed Training Document

Report presented to Evaluation Services, Information and Strategic Planning Directorate, Quebec Regional Office, Human Resources Development Canada, mars 2001

This self-directed training document is intended for HRDC-Quebec Region managers and employees who are responsible for conducting client satisfaction surveys. First it discusses the various phases of planning a survey, starting with the initial decision to do so. Next it describes the various methods of conducting surveys and explains the concept of client satisfaction. This document then discusses the questionnaires that HRDC has developed to survey client satisfaction and explains the issues involved in sampling client populations. It then presents the principles involved in conducting surveys. The last two sections of this document deal with analyzing, presenting, and interpreting survey results.

All the sections can be read in sequence, or refered to them individually, depending on needs. The subjects covered have been chosen after consultations with many HRDC-Quebec Region employees and represent the areas where people most often encounter problems when measuring client satisfaction. In addition to the text readings, this document includes interactive tools, some designed to support decision-making, others to provide technical information that is hard to find anywhere else.

The conclusions and recommendations were aimed at the report production period. Since then, HRDC-Quebec may have reconsidered the recommendations given the evolution of its business environment.

Table of contents

  1. INTRODUCTION
  2. PLANNING CLIENT SATISFACTION SURVEYS
    1. Why measure client satisfaction?
    2. An organizational culture that is ready
    3. Is there a "right time" to survey clients?
    4. A regular source of information
  3. SURVEY METHODS
    1. Types of survey methods
    2. Advantages and disadvantages
    3. Picking a method that suits your circumstances
    4. Picking a method that suits your budget and expertise
    5. Key factors in selecting a survey method
    6. Questionnaires available to HRDC-Quebec Region offices
  4. MEASURING CLIENT SATISFACTION
    1. Measurements as translations of concepts
    2. Requirements for a good indicator
    3. The concept of client satisfaction
    4. Elements of client satisfaction
    5. Aspects of service
    6. The need for stability
  5. HRDC-QUEBEC REGION QUESTIONNAIRES
    1. The questions and the questionnaires
    2. Core questions
    3. General principles for designing questionnaires
  6. SELECTING SAMPLES
    1. Why do we sample?
    2. Technical terms
    3. Two types of samples
    4. Three sampling procedures
    5. Determining sample size
  7. CONDUCTING CLIENT SURVEYS
    1. The seven steps in conducting surveys
    2. Rigour and transparency
    3. Management's commitment to the process
  8. ANALYZING AND PRESENTING SURVEY RESULTS
    1. Computerizing your data
    2. Weighting the data
    3. Calculating the margin of error
    4. Distributions and rankings
    5. Satisfaction and importance
    6. Averages and segments of your clientele
    7. Research reports versus management reports
    8. Visual presentation
  9. INTERPRETING SURVEY RESULTS
    1. Looking at individual service elements
    2. Satisfaction indicators
    3. Priorities for improvement
    4. The truly satisfied client
    5. Service improvement strategies
    6. Factors associated with satisfaction

144 pages, 1,175k [PDF format]


To reach us:

General address : service@circum.com
Benoît Gauthier : gauthier@circum.com, @BGauthierCEEQ
Tel. : +1 819 775-2620, Fax : (no more fax; sorry)
238 Fleming Road, Cantley, Québec J8V 3B4