COMMUNITY SERVICES AND ENVIRONMENT COMMITTEE

 

 

 

 

 

TO:

Mayor and Council

 

 

 

 

FROM:

Barbara M. Roth, Director, Recreation and Culture Services

 

 

 

 

PREPARED BY:

Lori Wells, Manager, Programs

 

 

 

 

DATE OF MEETING:

2003-Sep-15

 

 

 

 

SUBJECT:

Recreation Programs - 2003 Customer Satisfaction Survey Results

 

 

 


 

 

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:

 

·        80% of our customers are “extremely satisfied” with the services and components of the programs we offer.

 

·        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

 

 

 

 

 

 

Barbara M. Roth, Director, Recreation and Culture Services

 

Jim Sales, Commissioner of Community and Fire Services

 

Q:\Recreation\SURVEYS\2003ProgramSurveyResults.doc