Customer Surveys for Agency Managers What

This practical volume provides a wealth of information and advice on planning and conducting customer surveys. Topics include the types of information that should and should not be sought from surveys; categories of respondents; options for administering surveys and the advantages and disadvantages of each; conducting surveys in-house versus contracting; steps in the survey process; sampling strategy; sources of survey error and suggested remedies; and tradeoffs among timeliness, accuracy, and cost. It's a must for all agency managers, public or private, seeking to make their customer surveys more useful to their agencies and to make their agencies more responsive to customers.

Foreword
Why Surveys for Agencies?	p. 1
This Guide's Audience and Scope	p. 3
Organization of This Guide	p. 4
The Essentials: What Managers Need to Know about Customer Surveys	p. 7
What Are the Main Purposes of Customer Surveys?	p. 8
What Specific Information Can (and Should) Customer Surveys Provide?	p. 11
What Customer Surveys Cannot Tell You	p. 14
What Are the Major Problems with Surveys?	p. 14
Whom Should You Survey?	p. 16
Who Said What? The Need for Breakouts of Survey Findings	p. 18
Who Should Conduct the Survey?	p. 21
When Should Surveys Be Done?	p. 23
How Much Accuracy Do You Need? What Are the Major Potential Sources of Error?	p. 25
What Determines Survey Costs?	p. 35
What Do the Data Mean?	p. 36
What Respondent Rights Need to Be Protected?	p. 41
How Should Customer Survey Findings Be Reported? What if the News Is Bad?	p. 43
What Should Be the Role of Elected Officials (or Board Members) in Customer Surveys?	p. 47
Survey Administration and Sampling	p. 51
What Are the Key Steps in Conducting a Survey?	p. 51
How Can Questionnaires Be Administered to Respondents? What Are the Pros, Cons, and Costs of Each Option?	p. 54
What Are the Key Elements of Survey Costs? How Can They Be Reduced?	p. 63
Should You Sample? What Are the Key Concerns in Sampling?	p. 64
Summary Checklist of Recommendations for Agency Managers	p. 79
Portland Citizen Survey Questionnaire	p. 87
Guidelines for Contracting Customer Surveys	p. 93
Formula for Calculating Confidence Intervals for Percentages	p. 103
Notes	p. 105
Glossary	p. 107
Selected Bibliography	p. 109
Index	p. 113
Exhibits
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Customer Surveys for Agency Managers What Managers Need to Know

Summary

Table of Contents

Supplemental Materials