Satisfaction Measurement Program for the Professional Society
Society for Healthcare Strategy and Market Development approached Beacon
Technologies with a challenge. Could society members evaluate the 1999
Annual Education Conference using the nTouchsm survey
method? In the past, conference evaluations were conducted using paper
and pencil surveys. Response rates were very low, and the method required
the vendor to scan each form, tabulate the results and produce a written
report. Reports typically were delivered several months after the conference
Society asked Beacon Technologies to design a program structure for society
members to provide overall conference evaluations. The Society wanted
high quality information, improved response rates and quick reporting.
Beacon Technologies developed a program that incorporated two survey areas:
Conference evaluations on various dimensions
Information regarding future annual conferences
Beacon designed a survey program using the nTouch method that offered
each of 900-plus conference attendees an opportunity to provide their
opinions of various aspects of the Education Conference. Each member provided
additional comments regarding the topics and components they wanted included
in future conferences and rated their likelihood of attending the next
designed a comprehensive survey (20 questions) covering the four key topic
areas and included four open-ended questions providing the members an
opportunity to offer opinions on topics not specifically covered in the
core question areas.
incentive of a free phone card was provided to encourage participation
in the survey process.
The Beacon nTouch program developed for the Society consisted of
ten key implementation steps.
Beacon designed the survey topics and structured valid questions.
Society approved the question areas and wording.
Beacon developed the nTouch survey program platform and field-tested
Beacon developed a custom-designed program invitation using the Society
conference theme and graphics. [View
Beacon and the Society designed a sampling scheme and distribution method
to assure a representative sample of members.
Society member IDs were used for access codes; merged into the nTouch
Members received an invitation delivered in their hotel room the evening
before the general session.
Beacon introduced the survey program to members during the General Session.
Beacon staff available to assist members with questions.
Survey period was completed; responses were compiled, analyses performed
and report written.
The nTouch program operations consist of two components: the public
system and back-office operations. During a typical survey program, the
client staff would distribute a custom-designed survey invitation folder
to each customer. For this conference, Society staff distributed a survey
invitation to each member attending the Annual Conference. The invitations
were distributed to members in their hotel room the evening before the
end of the conference. The invitation was designed to encourage members
to participate in the survey process offering their opinions and suggestions
regarding such areas as education session content, speaker evaluations,
comments regarding meeting facilities, the hotel and amenities. Members
were asked to provide comments on a range of topics regarding what they
liked and disliked most about the conference, suggestions for topics to
be included in future conferences and their likelihood of attending the
2000 Annual Conference.
survey invitation [View Invitation]
included a cover letter from the Society president. Inside the invitation
included easy-to-follow instructions for completing the survey. Members
called a dedicated toll-free number to access the survey system, and entered
their member number (ensures system security). Member demographic information
was linked within the nTouch system. Membership numbers were accepted
once preventing multiple survey completions.
system serves up the custom-designed survey; the member responds using
their touch-tone telephone keypad. Because the nTouch system uses
the latest touch-tone and interactive voice response (IVR) the member
can also speak their responses. Each question is offered for response:
the members' opinions are captured and placed in the database used to
tabulate, analyze and produce written reports for the Society.
Invitations were distributed on the third day of the conference. The first
responses were received by the nTouch system within two hours of
the invitation distribution. Within three days, the response rate was
49 percent of those attending the conference. Within two weeks, the final
responses were captured and tabulated.The final response rate was 67 percent
- three times the response rate of previous conferences.
survey responses and expectations of Society management were exceeded.
Board and executive management were very satisfied with the response rate,
the depth and quality of the information captured, and the presentation
of the results. Results were presented in a clear, easy to read and understand
format. The graphical presentation will allow comparison of members' opinions
regarding future conferences and help the Society improve the content
and arrangements of conference offerings.
Beacon nTouch approach is the best member feedback system we have used
to assess our members' opinions of our educational offerings, and pinpoint
their conferences and service needs. Using nTouch, we no longer handle
paper surveys, our total responses have increased, and our results arrive
faster and in an easy-to-use format. Our board members were really impressed."
Szyper, Associate Director
Society for Healthcare Strategy and Market Development