Posts Tagged ‘Access Survey’

Posts Tagged ‘Access Survey’

Customer Service and Access Survey – Telephone Interviews

Greenfields Community Housing

Background

Mackman Research was commissioned by Greenfields Community Housing to conduct a customer service and access survey using one questionnaire. The key objective for the satisfaction survey was to identify areas for future improvement within face to face and operational communications and then to ascertain how these could be delivered. The access questions sought to identify which customers need help to get online and use the internet. Additional questions asked about the use of the Greenfield’s website, to determine which customers make use of this and what would motivate customers to visit the website in the future.

Approach

The challenge for this study was in engaging with all demographics across the Greenfield’s community. This is one reason that a telephone interview methodology was chosen as the research method. The questionnaire asked personal questions about access to the internet and their online behaviours. By using a telephone interview the researcher was able to probe and delve more into the reasons why people are frustrated or disillusioned. This guaranteed that the survey included people who may not have taken the time to complete a postal survey; customers with special needs for example. This also made sure there were no incomplete survey responses. The sample size was split proportionally to represent the percentage difference among the age groups, so that it reflected Greenfields overall customer population. Greenfield’s stakeholders were notified that the customer survey would be taking place via their newsletter.

The telephone survey lasted approximately ten minutes with a Mackman researcher. A total of 377 respondents completed the telephone survey, achieving a confidence level of 95% and a confidence interval of +/- 4.95%, from a population of 9660 individual contacts.

Results

The research report provided Greenfields Community Housing with a thorough examination of how satisfied their customers are with communications. This performance data was also benchmarked against comparable data achieved in 2011. The research is one component of an extensive communications strategy for Greenfields, so it was essential that the research identified how the organisation can reach its customers more effectively, categorising who these customers are as individual groups. The research was successful in making a robust judgement on how this can be carried out.

The access data was a vital element to this research project and sought to find out how Greenfields can help customers who want to learn more about being online. Data here is instrumental for Greenfields so they can set about making a real difference to the people who need help the most. Access to the internet is lower for people living in housing association properties compared to people who are home owners or private renters: the research report made statistical comparisons (compared to a national average) and attained access levels which Greenfields Community Housing can now act upon and make progress against.

Housing Association research to make an impact

Greenfields Community Housing

Mackman Research is delighted to have worked with Greenfields Community Housing to deliver the results of their customer service and access survey. Greenfields is a housing provider based in the Braintree district, in Essex.

The study was designed to help Greenfields identify areas for future improvement within their communications to their customers and then to ascertain how these could be delivered. The access questions sought to recognise which customers need help to get online and use the internet. Additional questions asked about the use of the Greenfield’s website, to determine which customers make use of this and what would encourage them to visit the website in the future. To achieve the highest response rate possible, Mackman Research used telephone interviews and used random sampling to speak with 377 tenants. Greenfield’s stakeholders were notified that the customer survey would be taking place via their newsletter and that one lucky respondent would be selected to win £200 of high street shopping vouchers.

Research Director, Gemma Mackman said, “The Greenfields research study has provided worthwhile data which will make a real difference to the people who use their services; improving customer service, access and understanding of the internet for people who need help. The findings highlighted conclusive evidence of where activity can take place and essentially provides Greenfields with the robust data they need to recommend these actions. We are now working with our communications team at Mackman to ensure the research informs an effective and influential communication strategy for the organisation. This has been a rewarding project and we look forward to collaborating with Greenfields again.” 

If you have an enquiry for quantitative or qualitative insight for your organisation, please contact us at customerservice@mackmangroup.co.uk or telephone 01787 3788038