- Created by Chelsea Brigg, last modified by Robert Fay on Feb 24, 2023
Measuring Customer Satisfaction Initiative
What You Need to Know
The Human-Centered Design Center of Excellence (HCD CoE) is partnering with teams across the CCSQ community to increase customer feedback through the implementation of customer satisfaction surveys. These surveys provide a continuous feedback mechanism for customers to express actionable praise and critique of CCSQ products and services. Contact the HCD CoE to learn more about how it can support your team with customer satisfaction research: hcd@cms.hhs.gov
Background
Customer satisfaction research allows an organization to gather feedback from its customers about how well it is delivering its products and services and how it might improve delivery. We often prioritize research methods that answer specific and immediate questions for our projects at hand. How much time do users spend on a critical task? Do customers understand our instructions? Though, questions that yield insights for the totality of the customer experience (CX), such as customer satisfaction questions, help us to strategically inform project planning and prioritization across the enterprise.
While customer satisfaction as an idea is a general one, a customer satisfaction survey is more defined and refers to a particular type of customer feedback survey. CSAT surveys allow customers to assess and provide feedback, both quantitative and qualitative, on customer service and product quality.
These surveys are an ‘always on’ method of continuous data collection that allow us to measure aspects of the CX. These surveys typically provide insights related to:
- Overall customer satisfaction
- Ease of use
- Efficiency
- Open-ended, qualitative feedback
Most commonly, CSAT surveys are delivered to customers via email or in the context of a user interface, with a site intercept survey tool/form. The latter has many benefits, most importantly that customers can answer questions while immersed in the experience when it is most fresh in their minds.
Measuring the CX with a CSAT survey is an excellent step toward continuous improvement, but it’s what we do with the insights to drive and improve the experience that really counts. For this reason, it’s crucial to have a process in place for making sense of data, especially open-ended, qualitative feedback.
Measuring Customer Satisfaction Across CCSQ
The Human-Centered Design Center of Excellence (HCD CoE) advocates and advances customer satisfaction research across the CCSQ community. There is a clear connection between the ISG strategic goal to Improve Value as this research allows us to measure and understand the value of our products and services. In a recent QNET Chat, ISG's former director stated:
“If we do not measure the customer satisfaction, it’s very hard to improve. We want to make sure we continue to build
that feedback loop for our business partners. Through that feedback loop we will monitor, measure, and improve how
we provide value on an ongoing basis.”
- CCSQ ISG leadership, QNet Chat, 2022
Accordingly, the HCD CoE has worked with teams to plan, execute, and share case studies from recent customer satisfaction research projects. We continue to provide support for teams as they plan for customer satisfaction research and we gladly provide insights and recommendations based on our experience with past projects.
Case Studies
To learn more about two recent CSAT survey implementations, please see the case studies from Hospital Quality Reporting and Quality Payment Program:
Steps to Measuring and Improving Customer Satisfaction
We often receive questions about the recommended process for implementing a customer satisfaction survey. As every project is different, the process can vary, but here we've detailed some general milestones, timeframes, and considerations for planning.
Key Steps | Goals | Considerations |
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Research Planning |
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Survey Tool Selection |
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Write Survey Questions |
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Gain Paperwork Reduction Act Coverage |
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Implement Survey |
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Leverage Insights |
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We're Here to Help!
The HCD Center of Excellence is here to support you as you participate in the CCSQ-wide goal of increasing customer satisfaction research. We can partner with you through key tasks, such as:
- Establish and test a site intercept survey tool
- Determine questions for satisfaction, ease of use, and efficiency
- Define a statistically relevant sample for continuous data collection
- Resolve PRA coverage and Information Collection Request (ICR) for site intercept survey
- Complete and submit Third Party Website and Applications (TPWA) form for the site intercept tool
- Determine approach for survey display
- Establish a plan for leveraging ongoing customer data
Use the buttons below to email us or submit a project intake through Confluence and our team will follow up with you shortly.
Resources
Customer Satisfaction Case Studies
QPP Customer Satisfaction Survey Case Study>>
HQR Customer Satisfaction Survey Case Study>>
CCSQ Generic Clearance for PRA
HCD CoE Guide to Navigating the Paperwork Reduction Act - Use this guide to help gain fast-track PRA coverage under the CCSQ Generic Clearance.
Generic Clearance Checklist - Use this job aid to help determine if your ICR is appropriate for the CCSQ generic clearance with fast track process.
Short form - ICR template - Use this form to capture the details of your ICR for OSORA and OMB review.
PRA Disclosure Statement - All collection instruments submitted under this generic fast track must include this statement.
Related Trainings
Survey Design Best Practices - An introductory course that provides a framework for planning and implementing survey projects.
Sampling Calculator
Statistical Sampling Calculator, from Survey Monkey - Use this to determine how many survey responses you should plan for to reach statistical significance.
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