Customer Satisfaction Survey

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Customer Satisfaction Survey - March 2019

Release Date: 

Tuesday, July 2, 2019
Analysis of the March 2019 Customer Satisfaction Survey
 
Abstract:
This paper is a result of the March 2019 Customer Satisfaction Survey conducted on March 18, 20 and 22, 2019. The survey was conducted to ensure that the clients transacting at the PSA Serbilis Outlet are satisfied with the services provided to them. With the target of 77% overall satisfaction rating, the first quarter conduct of the survey obtained a satisfaction rating higher than the target. The issues raised by some of the randomly selected clients were also provided action plans for future improvements of the services of the office.
 
INTRODUCTION
 
        According to a blog posted by Sophia Bernazzani, Customer Satisfaction (CSAT) is a metric used to quantify the degree to which a customer is happy with a product, service, or experience. (Bernazzani, 2018). This metric is usually calculated by deploying a customer satisfaction survey that asks on a number of point scale how a customer feels about a support interaction or overall experience, with answers between "highly unsatisfied" and "highly satisfied" to choose from.
  
       On the basis of getting representatives or samples from the populationof clients transacting at the PSA-Serbilis Outlet, systematic random sampling method is being employed using queuing numbers as the sampling variables. Systematic random sampling is a method that requires selecting samples based on a system of intervals in a numbered population. Aside from it is simpler to apply, this sampling technique offers good representative properties similar or even better to simple random sampling. The same sampling method is being employed to clients transacting at the regular and express lanes but are drawn separately since both lanes uses same set of queuing numbers and only differentiated by the letter “S” after each number.
 
         The Philippine Statistics Authority - Regional Statistical Service Office 10 is conducting Customer Satisfaction Survey to the clients of the PSASerbilis Outlet to continually streamline and improve frontline service delivery. It is conducted every third week of the last month of every quarter. Through this, the office will be able to assess the overall satisfaction of the respondents with respect to the following areas; the service (promptness and responsiveness), the employees (grooming, knowledge, courteousness, competent and fairness), the procedures (clarity and simplicity) and the vicinity (cleanliness, safety, comfort,ventilation and space). Unsatisfactory ratings, commentsand suggestions of the clients will be the basis for crafting an action plan for further improvements.
 
OBJECTIVES
The objectives of the Customer Satisfaction Survey are as follows;
     1. To determine the satisfaction rating of the clients with the services provided in the PSA Serbilis Outlet.
     2. To assess the comments and suggestions of the public for future improvement of the office.
     3. To determine service excellence of the Civil Registry Service Outlet and as part of the service provider’s performance indicator.
     4. To identify the factors that affects the satisfaction rating of the office.
     5. To determine the existing satisfactory practices of the office that delighted the clients and should continuously be done
 
METHODOLOGY
 
          The Customer Satisfaction Survey (CSS) for the 1st Quarter of 2019 was administered to one hundred fifty (150) randomly selected walk-in clients of the Civil Registry System (CRS)- Cagayan de Oro Serbilis Outlet last March 18, 20 and 22, 2019. Systematic random sampling was the sampling method used in this survey using queuing numbers as the sampling variables.
Satisfaction rating is measured as the percentage of clients interviewed during the reference period who were either satisfied or very satisfied with the Philippine Statistics Authority’s civil registry services while Net Satisfaction Rating measures the difference between the proportion of satisfied and dissatisfied clients1.
 
RESULTS AND DISCUSSIONS
 
           Demographic information are independent variables that provides data regarding research participants and is necessary for the determination of whether the individuals in a particular study are a representative sample of the target population for generalization purposes (Salkind, 2010). In this study, the demographic profile of the respondents is first shown in Table 1 in order to give a primary perspective of the information of the 150 randomly selected clients for the 1st Quarter of 2019 Customer Satisfaction Survey (CSS).
 
                       Table 1. Demographic Profile of the Respondents
 
              Based on the tabulated results in Table 1, majority of the randomly selected clients were female and constitutes 62.0% of the total sample size. This implies that most of the transacting clients during the conduct of the survey are represented by female individuals.
 
            The age of the respondents was also gathered to have an overview of the age range of the clients transacting in the PSA Serbilis Outlet. This is also an important indicator with the differing views and opinions as well as the levels of maturity of the respondents in giving their comments, suggestion and even the entire process of answering the survey. Age of the respondents were acquired because it is one of the most important characteristics in understanding their views about particular problems; by and large age indicates level of maturity of individuals in that sense age becomes more important to examine the response (Shodhganga, 2014). As seen in the table presented above, the age group of 20-24 has obtained the highest number of transacting clients and constitutes 14.67% of the total sample. It is then followed by age groups 35-39 and 30-34 which constitutes 14.00% and 12.67% of the total number of respondents, respectively.
 
             The province where the transacting clients came from is also shown in Table 1. The data shows that majority of the clients are from the province of Misamis Oriental which constitutes 51.33% of the total number of clients sampled followed by the province of Bukidnon which constitutes 30.67%. A number of transacting clients also represented the province of Lanao del Sur (1.33%), Zamboanga del Sur (1.33%), Agusan del Norte (0.67%), and Zamboanga Sibugay (0.67%).
 
With respect to the educational attainment of the respondents, most of them are in high school level constituting 25.33% of the total samples. Furthermore, 21.33% of the respondents have completed year/years in college, followed by those who have earned college degrees which constitutes 18.0% of the total respondents. The educational attainment of the clients was included in the demographics to know and show the levels of education acquired by the clients transacting at the CRS Outlet.
 
             From the target satisfaction rating of 77%, the first quarter customer satisfaction survey for the fiscal year 2019 have obtained 88.00% and 86.67% overall satisfaction rating and net satisfaction rating, respectively.
 
 
          For the results of the satisfaction rating of the clients on the areas assessed in the survey, the figure below shows the graphical representation of the categories which were rated by the clients and the overall satisfaction rating.
          As shown in Figure 1.2, the ventilation of the outlet got the lowest satisfaction rating at 76.0%, 1.0 percentage point lower than the target. This could be explained by the sudden breakdown of one (1) air conditioning unit at the time of the survey which was immediately repaired by the service provider the day after. Also, the space in the outlet was rated low by the clients with only 78%.
 
         Meanwhile, 90% of the respondents are satisfied with the courteousness of the employees at the Civil Registry Service Outlet. This area obtained the highest satisfaction rating among all the areas being rated. All other variables used such as Promptness, Responsiveness, Grooming, Knowledge, Competence and Fairness of Employees, clarity and simplicity of the procedures, Cleanliness, Safety and Comfort of the outlet were generally rated by the clients satisfactorily and obtained more than 80% rating, higher than the target of 77%.

           Moreover, the satisfaction rating for the first quarter of the fiscal year 2018 and fiscal year 2019 are shown in Figure 2 to make a comparison on the results of the survey.

            There is an increasing trend in the satisfaction rating based on the results of the survey for the two quarters, hence, implying an increasing trend on the net satisfaction ratings. A difference of 6.67% in the overall satisfaction rating from the year 2018 to the year 2019 has been observed. This is an indication that the office has successfully implemented the improvements and innovations for the welfare of the clients in the CRS Outlet.

            To know the awareness of the various policy-adhering posters and materials located in the outlet, five variables were included in the questionnaire.

            Based on the results as shown in Table 2, majority of the respondents which constitutes 85.34% have claimed that they are aware of the Express Lane for Senior Citizens, Pregnant Women and Persons with Disabilities. The express lane is pursuant to Republic Act No. 9994 otherwise known as the “Expanded Senior Citizens Act” and Batas Pambansa Bilang 334 otherwise known as the “Accessibility Law” which entitles all government offices to establish priority lanes for Senior Citizens and Persons with Disabilities (PWDs) in their respective offices. This privilege has been extended by the office to women with infants and small children to ensure that they are also given priority upon transacting in the Civil Registry Service Outlet.

                                                           Table 2. Respondents/Clients’ Awareness on Various Policy-Adhering Posters and Materials

           Moreover, 84.67% of the respondents have claimed that they are aware of the citizen’s charter posted in the outlet and 6.67% have claimed to be unaware of such poster. This could suggest that the location and visibility of the postings are the things to be considered for improvement. Likewise, anti-fixer materials and Public Assistance and Complaints Desks got the highest percentage of unawareness among respondents which constitutes 11.33% and 8.00% of the total sample size, respectively. On the other hand, 80.00% of the respondents have claimed to be aware of the office’s adherence to the “No Noon Break Policy”.

          The policy-adhering posters and materials located in the outlet are purposely included in the Customer Satisfaction Survey to inform the clients of their rights and also to show awareness about the policies adhered by the office.

COMMENTS, SUGGESTIONS AND COMMENDATIONS

           The respondents’ comments, suggestions and commendations gathered in the survey were enumerated in the table below to have an insight of what needs to be improved and to know the good practices in the CRS Outlet that satisfied and delighted the clients.

                                                        Table 3. Comments, Suggestions and Commendations from the Respondents

RECOMMENDATION AND ACTION PLAN

The following tables present the status of the action plans presented in the fourth quarter of 2018 and recommendations and action plans for the current quarter based on the comments and suggestions raised by the respondents during the conduct of the first quarter 2019 CSS;

                                                         Table 4.1 Status of the Action Plan of the previous quarter

Table 4.2. Comments and Suggestions from the Respondents and Action Plan of the PSA

CONCLUSIONS

Based on the March 2019 Customer Satisfaction Survey, the following conclusions were drawn;

         1. The 88.0% overall satisfaction rating obtained from the clients shows that the satisfaction rating of the PSA Serbilis Outlet surpassed the target of 77% and is on an increasing trend compared to the rating in the same quarter of 2018 which is at 81.33%. This is an indication that the office has successfully implemented the improvements and innovations for the welfare of the clients in the CRS Outlet.

        2. Among the areas being rated, the ventilation and the space in the outlet got the lowest satisfaction ratings at 76.0% and 78.0%, respectively. The low satisfaction rating of the outlet ventilation could be explained by the sudden breakdown of one (1) air conditioning unit at the time of the survey which was immediately repaired by the service provider the day after. On the space of the outlet, this could somehow suggest for a bigger space requirement considering the volume of clients transacting in the outlet.

         3. The resulting figures show that most of the respondents are aware of the policy adhering posters and materials found in the CRS Outlet. This implies that Philippine Statistics Authority has been abiding with the mandated laws and measures to all government agencies.

 

 

Prepared by:                                                          Reviewed by:                                           Approved by:
(SGD)                                                                     (SGD)                                                      (SGD)
CRISTINE T. GALLOPIN                                            JOSE B. TUASON JR.                                 JANITH C. AVES. CE, DM
Statistical Specialist II                                            Officer-in-Charge, CRASD                         Officer-in-Charge, RSSO-X

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