2019-12-03 CC Agenda Packet - ITEM #D7 - PRESENTATION - Survey Report - Residents1i
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Customer Satisfaction Survey Report
For
City of El Segundo — Residents
Reporting Period: November 2019
Quality Solutions, Inc.®
CITY OF
ELSE GUNDO
City
ESegundoOuality Solutions, Inc.
Building Executive Summary (cont.) g Foundations for Excellence
Key Findings
Methodology
Web surveys were conducted with Residents within the City of El Segundo. Respondents were selected from
the master survey list supplied by City of El Segundo. A final sample of customers was obtained. We sent 1,689
invitations, 79 were undeliverable, 17 opted out, for a total of 1,593 sent out. We had a 14% response rate or
306 total responses. Mail surveys were also sent out from the City of El Segundo offices. A total of 287
residents responded via mail. A total of 593 residents responded to some portion of the survey. There
were 581 responses to the Net Promoter Score question.
Results
As we have discussed in the past, Net Promoter Score is a tool to measure customer loyalty and the predictive
indicators for customer defection.
The City of El Segundo's NPS score is 52%. This is a respectable score given the fact that secondary research
indicates scores are typically lower for public institutions. When compared with the private sector, the score is
not much lower than the best companies who range between 60 and 75%.
When comparing the results of the 2018 survey with this year's results, the NPS dropped 5%. Last year, the city
earned a 57% NPS. The percentage of Detractors increased by 3% this year.
Targeted action plans should also be developed for select companies who make up the Detractor Residents.
The detailed responses will be provided as part of this report in a separate file. City Managers are encouraged to
examine this raw feedback in more detail.
When asked, How much has the city improved over the last year?, 64% of the respondents indicated they
have experienced some improvement in the last year.
Resident Satisfaction Survey 2019 Quality Solutions, Inc.' Page 2
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Executive Summary (cont.)
Key Finding's
The following areas are viewed as modest strengths by the majority of Residents: (4.00 to 4.33)
• Responsiveness, knowledge and competency of Fire & Paramedic services
• Maintenance and upkeep of Recreation and Parks facilities
• Condition of City Infrastructure: streets, sidewalks and public facilities
• Availability and Responsiveness of Police Department
• Quality of Recreation and Parks Program offered
• Resources and services provided by the Public Library
Ideally, we would like all of these scores to rise to above 4.33, which would most likely occur if
some of the NPS issues with individual Residents were addressed.
There are two areas which represent an Issue & Opportunity due to their mean scores coming in
below 4.00)
• Responsiveness and overall vision of City Council
• Water and Sewer Billing Department Customer Service (complaint handling & responsiveness)
Detractors were most concerned with cost of living / too expensive, overpopulated/
overdeveloped, and a desire to listen more to the residents.
Resident Satisfaction Survey 2019 Quality Solutions, Inc.® Page 3
City of El Segundo
Measuring your Net Promoter Score""
SII Quality Solutions, Inc
Building Foundations for Excellence
Promoters are your customers who are so enthusiastic about your company or brand that they buy more
than the average customer and delight in referring your business to their friends, peers, and colleagues_
These customers give you a rating of 9 or 10_
Customers who give you a rating of 7 or 8 are Passive customers_ They may become Promoters if you
improve your product, service Or overall customer experience, but for now they do not factor into the Net
Promoter Score_
Detractors feel mistreated, abused, and hurt_ Their experience is going to drive them to cut back what
they purchase from you and switch to your competition_ They are also not shy about sharing with others
their plight and warning current and potential customers to stay away from your company_ Detractors
are customers who give ratings of 6 or lower_
Your Net Promoter Score is calculated by subtracting the percentage of Detractors from Promoters to get an overall NPS as number as shown below=
% of Promoters - % of Detractors = Net Promoter Score (NPS)
Example:
Promoters = 56% Detractors Promoters
Passives = 36% 0 1 2 3 4 5 6 9 10
Detractors = 8% Not at all Neutral Extremely
Net Promoter Score= 56% - 8% = 48% likely likely
NPS Methodology
We begin with the ultimate question_ "How likely would you be to recommend this company to a friend or colleague?" Respondents are asked to respond
using a 0 to 10 scale where 5 is neutral_ An effective Net Promoter process is not simply based on asking customers a single question and ending the survey_ It
is important to understand why each respondent gave you the score they did_ Understanding what needs to be improved (or specific actions taken) to raise your
score to a 9 or 10 gives you actionable information which can be targeted for corrective action or process improvement Understanding why a customer gave you
a 9 or 10 helps you to better understand your core competencies_ Our qualitative analysis of follow-up comments from Promoter, Passives, and Detractors is the
key to increasing customer loyalty and profitable growth_
Resident Satisfaction Survey 2019 Quality Solutions, Inca Page 4
City of El Segundo
90%
8o%
70%
6o%
50%
40%
30%
20%
10%
o%
20%
City of F1 Segundo - Residents
Resident Satisfaction Survey 2019
Quality Solutions, Inc.0
Buildin-_ Foundarions for Excellence
City of El Segundo - Resident
Net Promoter Score
Promoters 66% - 14% Detractors = NPS of 52%
A Net Promoter Score of 52% is very respectable given that secondary
research suggests that cities using NPS will score in the range of 23 to
28%. The NPS score declined by 5% from last year, which is negligible.
When comparing the results of the 2018 survey with this year's results,
the numbers hardly changed. Last year, the city earned a 57% NPS. The
� Promoters percentage of Promoters declined only by 2%.
Passives The City of El Segundo needs to develop plans to address some of the
Detractors concerns of the Resident Detractors (those giving scores of 6 or less).
—w—NPS
Cost of living and taxes appears to be the primary driver among the
Detractors.
Some effort should also be made to address some of the concerns of
the Passives (scores of 7 & 8).
The comments of the individual Detractors and Passives provide
specific guidance.
Each comment should be reviewed independently. NPS is a customer
centric process; meaning that action plans address individual customer
concerns. It is important that each of these Residents are contacted for
follow-up and attempts made to address their concerns.
Quality Solutions, Inc.®
Page 5
City of El Segundo
100%
90%
80%
70
6o%
50%
40%
30
20%
20% 19% 21%
10%
11% . 11% ■ 14%
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�II Quality Solutions, Inc.0
Building Foundations for Excellence
City of El Segundo - Resident
Net Promoter Score
� Promoters
Passives
� Detractors
Yearly NPS
Yearly Comparison
NPS Trends
2017: 59%
2018: 57%
2019: 52%
Resident Satisfaction Survey 2019 Quality Solutions, Inca Page 6
City of El Segundo
Detractor Comments
30%
25%
10%
5%
0%
10% 10%
6%
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Quality Solutions, Inc.0
Building Foundations for Excellence
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Resident Satisfaction Survey 2019 Quality Solutions, Inc.® Page 7
Comparisons
No. of participants
Net Promoter Score
Primary Issue Among
Detractors
Attribute with Highest
Score
Attribute with lowest
score
355
59%
Improve public works
and infrastructure 21 %
Responsiveness,
Knowledge and
Competency of Fire
and Paramedic
services 4.59
Responsiveness and
overall vision of city
council 3.29
557
57%
Too Expensive /
High Taxes 21 %
Responsiveness,
Knowledge and
Competency of
Fire and
Paramedic
services 4.48
Responsiveness
and overall
vision of city
council 3.55
Quality Solutions, Inc.0
Building Foundations for Excellence
593 I
52%
Too expensive
19%
Responsiveness,
Knowledge and
Competency of
Fire and
Paramedic
services 4.54
Responsiveness
and overall
vision of city
council 3.00
6.5% Increase in
participation
5% decline
Resident Satisfaction Survey 2019 Quality Solutions, Inc.® -Page 8