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Session Title: Evaluating Customer Satisfaction: Polices and Practice of Customer Satisfaction Data in Public and Private Sector Organizations and on the Web
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Panel Session 278 to be held in the Granite Room Section C on Thursday, Nov 6, 10:55 AM to 12:25 PM
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Sponsored by the AEA Conference Committee
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| Chair(s): |
| Ted Kniker,
Federal Consulting Group,
ted.kniker@bpd.treas.gov
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| Abstract:
Increasing customer satisfaction, trust and confidence is the driving force behind how private and public sector organizations measure results. However, often customer satisfaction evaluation is reduced to collecting and collating 'smile sheets.' This session will provide the latest information from the American Customer Satisfaction Index (ACSI), and how public and private sector organizations and websites are using it to predict how their actions will affect satisfaction and customer behavior in the future, to focus their resources on what matters most, and to benchmark against similar organizations and programs. The session will provide an overview of the ACSI and its methodology, how public and private sector organizations and websites are using the ACSI to evaluate their effectiveness, and how session participants can use it to improve their activities. Participants will specifically learn what drives customer satisfaction, how customer satisfaction differs between the public and private sector, how satisfaction can be used to fulfill performance measurement mandates, techniques to identify customers' priorities and the services they value, how to analyze the data to make decisions on where to place resources for improvement efforts, and the latest research on customer satisfaction as an outcome measure.
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The American Customer Satisfaction Index: It's History and Findings
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| David Van Amburg,
University of Michigan,
asc@umich.edu
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David VanAmburg is the Managing Director of the American Customer Satisfaction Index (ACSI) at the Ross School of Business at the University of Michigan. Mr. VanAmburg has acted as Director of the federal government-wide satisfaction measurement since its inception in 1999 and of the ACSI as a whole since 2001. He has lectured extensively both at the University of Michigan and abroad on topics related to customer satisfaction, quality, customer loyalty and shareholder value. Mr. VanAmburg will present the history of the ACSI measurement 1999-2007 as it relates to the federal government, discussing how the ACSI government model was created and implemented in collaboration with individual federal agencies as well as a brief summary of findings from nearly a decade of government customer satisfaction research.
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Customer Satisfaction Measurement and Financial Outcomes: Use of the American Customer Satisfaction Index in the Private Sector
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| Sheri Teodoru,
Claes Fornell International Group,
steodoru@cfigroup.com
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Sheri Teodoru is a Partner and Board Member at CFI Group USA, L.L.C., a research consulting firm dedicated to helping clients tie customer measurement to financial performance. Ms. Teodoru brings more than 20 years of research and consulting experience to the panel, and has worked with an array of public and private sector entities. Ms. Teodoru will be discussing the role of the customer satisfaction in the private sector. She will present how customer satisfaction, on a macro level, links to financial performance and to consumer spending, and for an individual firm how a robust satisfaction measurement program can be used to make resource allocation decisions and to predict the financial outcome of those decisions.
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Citizen Satisfaction: How the Federal Government Is Using the ACSI to Create a Citizen-Centered, Results Oriented Government
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| Susan Grow,
Federal Consulting Group,
susan.grow@bpd.treas.gov
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Susan Grow is a Performance Management Consultant at Federal Consulting Group (FCG) a revolving fund franchise within the federal government focused on helping agencies develop and maintain a more customer-driven, results-oriented government. Susan brings more than 25 years of experience in performance and customer/employee satisfaction measurement, quality management and evaluation, strategic planning and performance management in both the public and the private sectors. She will present how the ACSI is customized for the federal government, examples of customer satisfaction policies, and how it has been used within the government to evaluate programs, improve program performance and meet government performance mandates, such as PART.
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Beyond Page Views and Hits: Evaluating User Satisfaction With Websites
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| Errol Hau,
ForeSee Results Inc,
errol.hau@foreseeresults.com
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Errol Hau is the Senior Director of Public Sector Services at ForeSee Results, Inc. Mr. Hau is the business line manager for all Public Sector activity including quality control, solution development, channel management, and market growth. In this role, he manages a multi-disciplinary staff including sales, partner management, client services and research. Since 2002, Mr. Hau has been consulting with both public and private sector clients regarding their utilization of the ACSI methodology to evaluate and optimize the effectiveness of their websites. Mr. Hau will discuss the variety of ways in which organizations from government agencies to Fortune 2000 companies have benefited from their use of an attitudinal-based website measurement. Mr. Hau will also review specific initiatives in the area of web analytics that are further advancing the use of ACSI metrics.
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