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TO: |
Mayor
and Council |
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FROM: |
Barbara
M. Roth, Director, Recreation and Culture Services |
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PREPARED BY: |
Lori
Wells, Manager, Programs |
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DATE OF MEETING: |
2003-Sep-15 |
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SUBJECT: |
Recreation
Programs - 2003 Customer Satisfaction Survey Results |
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RECOMMENDATION:
THAT the report entitled “Recreation Programs – 2003 Customer
Satisfaction Survey Results” be received as information.
PURPOSE:
The purpose of this report is to present to Council the findings of the
Customer Satisfaction Survey that was conducted town-wide in February 2003 –
Winter Session.
BACKGROUND:
In 2002, Program staff set
the objective to measure customer satisfaction. In order to accomplish their objective, it was necessary to
develop a customer satisfaction survey.
Rick Dominico, Manager of Corporate Quality was consulted throughout the
survey development and implementation.
In October 2002, a Focus
Group comprised of customers from all four communities in Markham was
held. The participants assisted staff
in developing the survey questions by identifying what they felt was important
service components. From the data collected at the focus group, staff developed
the survey questions. Upon completion
of the draft survey, a pilot of the survey was completed in November to ensure
we were asking the right questions.
The survey was conducted in
February 2003 and a total of 1,152 surveys were received. The analysis of the data was consistent in
identifying that:
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80%
of our customers are “extremely satisfied” with the services and components of
the programs we offer.
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Overall
84% of the customers are “extremely satisfied” with the services provided by
programs; however, our goal is to continuously improve our service to our
participants
Overall, the
results of the survey were very positive with very few gaps identified in
service. Staff have identified consistent gaps in service on a town-wide basis
and have developed an Action Plan to provide requested improvements and
eliminate “gaps” in service. The plan is detailed in Appendix F.
Additional gaps
in service were identified on an area basis (see Appendix B to E). In Markham, Milliken and Thornhill there is
a gap in:
3a. The satisfaction
with selection of times available.
As well Milliken had gaps in:
1d. Providing adequate
instructor to participant ratio;
2b. Attentive to
participants;
3e. Progression of
skills taught. Staff with the assistance of Rick Dominico extracted the data
further to identify what was causing the gaps With further analysis it was
identified the gap was from the feedback received from the participants in the
Learn to Skate programs.
The Action to address
the gaps has been implemented for the Fall 2003 with increased Learn to Skate
program times and additional instructor training on the ice.
OPTIONS/DISCUSSION:
Staff will continue to use
the results of the survey to guide our operations in setting the annual
objectives for programs. Overall, the goal is to continually improve services
to our customers through the delivery of quality programs.
The design of the survey is
such that it can be repeated and a comparative analysis of the results can be
done. The survey will be repeated in 2005.
ATTACHMENTS:
Appendix
A – Results of Programs Customer Satisfaction Survey
Appendix
B – Plan of Action
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Barbara M. Roth, Director, Recreation and
Culture Services |
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Jim Sales, Commissioner of Community and Fire
Services |
Q:\Recreation\SURVEYS\2003ProgramSurveyResults.doc
