Improving the Respondent Experience in the United Kingdom

1. Improving the Respondent Experience in the United Kingdom Julie Curzon/Debra Prestwood UK Office for National Statistics (ONS)

2. Overview • The aim of this programme of work • Our strategy and why we need to do this • Research findings and feedback from respondents • Communication initiatives and what we hope to achieve • Results of cognitive testing and evaluation • Concluding comments and next steps

3. The aim of this programme of work Our overall aim is to: • Improve the respondent experience when dealing with ONS We want to: • Identify and implement measures to help respondents complete ONS business surveys • Help them understand why supplying their information is important, what it is used for and how ONS data can help their business.

4. Our Respondent Strategy ONS developed a Respondent Strategy Identified 3 key principles: • Provide more choice • Minimise impact • Improve how we communicate

5. Why are we doing this? • The economic climate and resultant pressure on respondents • Risk of losing goodwill and impact on response rates • To maintain quality of our outputs • Reduce failure demand activity • Maintain ONS reputation within the business community • Respondent feedback

6. Research findings (1) Respondents wanted more information: • About the survey organisation • On why the survey is being conducted • On the use of the statistical outputs • Clarity on when and how to respond and their legal obligation • How we maintain confidentiality of their information

7. Research findings (2) Respondents also wanted: • Links to the web page where the relevant outputs were published • To know how important their data are Survey Statistics

8. What have we been doing to improve business survey communication? • Created a dedicated front line team dealing with incoming and outgoing respondent calls – a central point of contact. • Developed a Charter for Business Survey Respondents • Designed a database specifically for collecting respondent feedback • Developed respondent information pages on the ONS website • Standardising written communication e.g. re-designed questionnaire front pages and newly selected flyers • Piloted use of e-mail for response chasing • Introduced a continuous programme of quality assuring telephone conversations with respondents

9. What did we hope to achieve? • a reduction in response chasing calls • a reduction in calls to the Respondent Relations Team seeking advice on relatively basic issues • encourage a more timely response • improve response rates and therefore the statistics we produce • reduce respondent burden and improve the respondent experience of ONS • increase the credibility of ONS business surveys i.e. build trust, promote a consistent and corporate image of ONS

10. Respondent Feedback Database

11. Feedback on selection in 2013Top 5 surveys

12. Top 5 issues in top 5 surveys

13. Examples of improvements ..... • Respondent Information pages on website • Questionnaire front page developments • Newly sampled business information flyer

15. PROPOSED CURRENT STYLE Slide 17

16. Clear message that compliance is required • Survey purpose paragraph added (if not already present). The paragraph should: • Provide respondents with information on the concrete use of the statistical output; • Provide respondents with a link to the page where the relevant outputs are published; • Emphasise how important the respondent’s data are (simply adding the words ‘imperative’ or ‘are key in contributing to....’ can alter the style and tone of the existing paragraph); • Emphasise that it is their data that is used to produce key outputs (minor change to language e.g. many of the survey purpose paragraphs start with the words ‘The information supplied is used to estimate....’ when changing it to ‘the information you supplied is used to estimate...’ would be much better). More visible deadline date Guidance will be provided on how to write these paragraphs, but we are also providing example paragraphs for surveys, and definitions of measures such as GDP, RSI etc More information on confidentiality – a key concern for respondents Contact details moved to one place so less clutter & easier to find BIG PROGRESS!.Addition of new user friendly URL to take respondents to respondent FAQ web pages – hopefully reducing unnecessary calls to RR. Have never been able to include this URL before!

17. Newly Selected Flyer Old New

18. Results of cognitive testing on the changes Cognitive testing revealed that respondents………… • had an improved understanding of who ONS is and what the data is used for • were reassured that the survey request is legitimate and their response was legally required • understood the nature of the survey request and what to do next • had a basic understanding of why their business was selected to take part in the survey • located the return date easily; were clear about when the questionnaire should be returned; easily identified contact information

19. Other findings Importantly, the changes we have introduced have not had any detrimental affect on response • Decrease in volume of incoming calls • Response rates increased • More timely response • We recognise one size does not fit all

20. What next? • A survey calendar that gives respondents an indication of when they can expect to receive a survey • Introduce more survey specific FAQs on Web • Roll out the new questionnaire front page and flyer across further business surveys • Improve customer service by developing coaching workshops on dealing with difficult conversations • Launch of podcast through social media • Explore how we can provide personalised statistical feedback

21. Conclusion • We have taken a practical approach so far and are encouraged that we seem to be on the right track • We recognise there is much more to do • We will continue to explore how we can improve the experience and balance the needs of business survey respondents and statistical users through learning and work sharing with international colleagues.

22. Questions