Our firm had an survey of client satisfaction conducted by an independent third party in 2010. If nothing else I would recommend that the survey be done by a group outside the firm, experienced with design professionals but who brings a set of fresh, un-biased eyes to the table with the ability to ask the right questions. The intent of the effort was to understand how our clients perceived the firm relative to its capabilities, strengths, weaknesses and key competition and to develop recommendations on how best to position the firm to address our clients' future design and planning needs.
The process began with a conference call between key people in the office with the surveyors where they reviewed objectives, confirmed the schedule, discussed the questionnaire and priortized the respondents to contact based on a list developed by our firm.
The list of respondents included 11 current clients, 6 former clients or prospective clients and 6 contractors for a total of 23 potential respondents of whom the surveyors hoped to interview up to 20.
Respondents were each sent a letter by our firm indicating the firm conducting the survey and requesting their participation.
A basic set of questions was developed with input from our firm and then adapted for each respondent type (i.e. three versions). The questionnaires , including 10-14 open-ended questions, were used as a discussion guide that provided the foundation for the telephone interview. It should be noted that the interview was not limited to the questions on the form. In many cases, the interviewer added or deleted questions depending on the respondent's answers,providing the opportunity to explore other relevant areas.
All but two of the respondents were contacted and a total of 17 interviews were completed. Three of the respondents declined and one was not able to be interviewed over the phone claiming it was against federal policy. Each interview ran between 15 minutes and nearly an hour with the majoriity running about 40 minutes.
Upon completion of the interviews, responses were analyzed against the project objectives and the findings and recommendations assembled in written format and presented in person to the firm.
The results ran the gauntlet: revealing, expected, surprising, eye-opening, helpful and so on. It was well worth the time, effort and expense. Unfortunately many of the recommendations have not been followed up on which is a reflection of the realities of running a small business, the times we have experienced over the last few years and a certain lack of initiative and focus. However, we still have the report and hope springs eternal that it will get dusted off and the recommendations revisited and exercised as the firm moves forward.
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Thomas Zabala AIA
Retired Partner
ZGA Architects and Planners Chartered
Boise ID
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