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Measuring Library Patron Satisfaction using CMT

Measuring Library Patron Satisfaction using CMT. Customer Satisfaction Survey Results Oxford County Library November, 2004 Presented at OLA Super Conference, Toronto February 5, 2005. Oxford County Library. 18 branches: Ingersoll and 17 rural villages

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Measuring Library Patron Satisfaction using CMT

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  1. Measuring Library Patron Satisfaction using CMT Customer Satisfaction Survey Results Oxford County Library November, 2004 Presented at OLA Super Conference, Toronto February 5, 2005

  2. Oxford County Library • 18 branches: Ingersoll and 17 rural villages • Serving a total population base of about 50,000 in Oxford County outside Woodstock and Tillsonburg

  3. Why measure customer satisfaction? • Satisfied customers return. Dissatisfied customers avoid returning and drive away potential new business. Therefore, we place value customer satisfaction, want to know what level we achieve and strive to offer high quality service. • Quantify service performance for funders, especially re: employment services. • Promote library to community

  4. Our Survey • Based on Common Measurements Tool • Supported by HRSDC and Library Strategic Development Fund, Ontario Ministry of Culture • All 18 branches • November 8-27 (November 22-27 coincided with library “count week”) • One page questionnaire, self-administered • Incentive: draw for Rand McNally Ontario Road Atlas (value $24.95), 2 consolation prizes of Rand McNally Pocket Road Atlas (value $8.95 each)

  5. Results • Total questionnaires returned 713 • Total survey ballots completed 709 • Total repeats 44 • Unique responses (minimum) 665 • Participants at all branches

  6. How did we get so many? • Staff teamwork and commitment • Incentive • Anonymity assured • Patrons like OCL branches and staff and want to show support • Concern for security of service location • Simple questionnaire – 1 page, multiple choice questions • Invitation to submit more detailed comments

  7. Who responded? • Draw tickets included phone number • Based on telephone exchange, a minimum of 83% were “local”

  8. Services Used Books 74 % Computers Program/event 21 % Gov’t info Jobs Other

  9. Frequency of Use Monthly Weekly 35 % 32% Multiple/ week Infrequently First Time

  10. I was treated fairly 93.6 % n/a

  11. Staff were knowledgeable and competent 91.1 % n/a

  12. I waited a reasonable amount of time at the service location 83.7 % n/a

  13. Staff were courteous 92.7 % n/a

  14. Staff went the extra mile to make sure I got what I wanted 90.9 % n/a

  15. I was informed of everything I had to do to get service 90.2 % n/a

  16. Satisfaction with amount of time it took to get service 91.5 % n/a Satisfied Dissatisfied

  17. Satisfaction with accessibility of service 90.1 % n/a Satisfied Dissatisfied

  18. Satisfaction with overall quality of service delivery 91.1 % n/a Satisfied Dissatisfied

  19. Did you get what you needed? 98.6 %

  20. Would you use the service again? 100 %

  21. Nice numbers….But of what value are they?

  22. Weighting Responses to Facilitate Comparisons Strongly agree: # responses x 1 Agree: # responses x 2 Neither agree nor disagree: # responses x 3 Disagree: # responses x 4 Strongly disagree: # responses x 5 No answer/not applicable: not included

  23. Average Performance Scores

  24. Average Performance Scores: All respondents and 1st time users

  25. Average Performance Scores: All respondents and Job seekers

  26. Average Satisfaction Scores

  27. Average Satisfaction Scores:All Respondents and 1st time users

  28. Average Satisfaction Scores:All Respondents and Job seekers

  29. Advice on the use of CMT • Pretest questionnaire • Avoid distractions • Introduction of new circ system • Other survey underway • Not appropriate in its present form for feedback on events

  30. Biases • Community perception about motivation behind/use of survey • Personal relationship between staff and respondents

  31. Concerns about CMT • Satisfaction ratings without respondents’ comments difficult to interpret accurately • Response may be indicative of nature of service performed, yet not reflect performance • Repetitive multiple choice questions invite repetitive thoughtless answers • Use CMT to measure system (not individual) service performance • Staff perception of intended purpose of survey may impact response rate and results

  32. George Stock Special Programs Coordinator Oxford County Library c/o Innerkip Public Library Innerkip, ON N0J 1M0 (519) 469-3824 gstock@ocl.net

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