This document provides guidance on designing effective customer satisfaction surveys. It discusses the importance of understanding customer needs, creating surveys of an appropriate length and sample size, ensuring anonymity, and analyzing results collaboratively. The intended audience is a school that is working to improve customer service and seeks to use surveys to identify gaps and track progress. Templates and examples of surveys are provided to help attendees adapt a survey for their own organization.

1. Customers Count: DesigningCustomers Count: Designing
Surveys That FitSurveys That Fit
Ramblewood Elementary School
2006 GSA Recipient
Betty Colyer, Principal
Cheryl Akers
Donna Young
Workshop Objectives:
Understand the importance of customer surveys.
Learn the basics needed to create effective surveys.
Learn the basics of analyzing and using the information
from the surveys.
Tangible Takeaway:
Samples of a variety of customer satisfaction surveys
The Ramblewood JourneyThe Ramblewood Journey
The Innovation Zone
Trainings
The Navigator
The District Initiative
Training
Support
Superintendent’s Quality Award
Customer Satisfaction Surveys
Administrative – quarterly
Custodial – quarterly
Front Office Service
Car Pool Lane
Parent/Teacher/Student - Annual
““If theIf the ‘‘customercustomer’’ feels like it wasfeels like it was
poor service, then it was poorpoor service, then it was poor
service. We are in the customerservice. We are in the customer
perception business.perception business.””
Mark Perrault,Mark Perrault,
Rally StoresRally Stores
Why Do We Survey?Why Do We Survey?
Find the needs of our customers
Needs assessment is the first step
Strategic plan comes next
Correct problems
Track complaints
Assess inconsistencies
Improve on our procedures
Use surveys to help fine tune
procedures
Keep customers happy
Use surveys as a routine
check up
Keep staff happy
Survey staff for feedback
The Basics of Effective SurveysThe Basics of Effective Surveys
How long should your survey be?
Long enough to get a complete picture of
your needs.
Make sure you indicate why you are
conducting the survey.
Your survey needs to be aligned with your
organizations mission.

2. The Basics of Effective SurveysThe Basics of Effective Surveys
How to assure you get attainable results.
Phrase your questions in the positive as well
as in the negative.
Make sure you note this when you analyze the
data.
At least 2 people unfamiliar with your survey
should respond to it prior to giving it to the
public. Assure that it is clear.
The Basics of Effective SurveysThe Basics of Effective Surveys
How large should the sample be?
Balance your sample to assure an accurate
picture of the group
If you are working in a hospital, and need
information about the emergency room, you would
not survey your maternity patients.
When you survey a large group, you may want
to choose a sample of the population.
Make sure you sample is random, but a fair
representation of all groups involved.
The Basics of Effective SurveysThe Basics of Effective Surveys
Should your survey be anonymous?
It would be nice to know who responds to our
surveys, but reality is that most people will not
complete the survey unless it is anonymous.
If you say it is anonymous, then you need to take
steps to insure anonymity.
The Basics of Effective SurveysThe Basics of Effective Surveys
How many respondents are need for a
valid survey?
The size of the survey will determine the
response rate needed.
If we survey 20 and 7 do not respond, that is
a problem.
If we survey 100 and 7 do not respond, that
is good.
The closer to 100% the better.
Survey Collection MethodsSurvey Collection Methods

3. Time to WorkTime to Work
Please take about 3 minutes to list 5
areas that you need to close a gap in
your organization. They need to be
within your sphere of influence.
Share these with your elbow
partner.
Time to WorkTime to Work
Use the survey that we gave you,
and the information we have already
shared, and adapt this survey for
your organization.
If you are here with others from
your organization, you may work
together.
Share among the group!
Analyzing the DataAnalyzing the Data
What should we consider in analyzing
survey data?
Results should be communicated as simply as
possible without distorting the information.
Simple distributions with a number and a
percent.
A graph will add visual impact to the report.
Analyzing the DataAnalyzing the Data
Who should see the report?
A sample should read the draft prior to
publication.
A copy should be made available to all survey
respondents.
A copy should be available for any
stakeholder interested in reviewing the
report.
Analyzing the DataAnalyzing the Data
Collaborative Data Analysis
Brainstorming
Freewheeling
Round robin
Affinity Diagrams
Define goal, question, objective and problem
Brainstorm, record ideas on sticky notes
Group like ideas together
Draw final diagram

4. Analyzing the DataAnalyzing the Data
Collaborative Data
Analysis (con’t)
Force Field Analysis
Identify situation, issue, goal
Brainstorming driving/resisting
forces.
Prioritize forces
Explore reasons behind these
forces. Why?
Develop strategies to weaken
the resisting forces and
strengthen the driving forces.
Sample Format
Analyzing the DataAnalyzing the Data
Collaborative Data Analysis (con’t)
Root Cause Analysis
The Five Whys
This is a great method for determining the root cause of a
recurring problem.
You pose a question to solve a problem. The group
brainstorms reasons why this occurred.
The group will analyze this ideas, then ask why again.
Continue for five why question.
By the end of the fifth why, you should have a
much better idea of the root cause of the problem,
and you can focus your energies on this.
Analyzing the DataAnalyzing the Data
“When using collaborative data
analysis, team members must
approach the process with an open
mind, a willingness to participate, and
respect for other’s opinions. After
all, none of us is as smart as all of
us!”
Lezotte, Lawrence W. Assemble Required: a Continuous School Improvement System.
Okemos: Effective School Products, LTD., 2002. 63-77.
Coming together is a beginning.
Keeping together is progress.
Working together is success.
Henry Ford
Customers Count: DesigningCustomers Count: Designing
Surveys That FitSurveys That Fit
Ramblewood Elementary School
2006 GSA Recipient
Betty Colyer, Principal
Cheryl Akers
Donna Young
Workshop Objectives:
Understand the importance of customer surveys.
Learn the basics needed to create effective surveys.
Learn the basics of analyzing and using the information
from the surveys.
Tangible Takeaway:
Samples of a variety of customer satisfaction surveys