Technical Service Quality - How do you measure up?
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Transcript Technical Service Quality - How do you measure up?
Information
Technology Service
Quality –
How does yours measure up?
Jane McGuire
Strategic Planner
Office of the CIO
UNM
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Today’s Topics
Quality
Service Quality Measurement
ServQual
TechQual+
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What is Quality?
ISO
Quality Control / Quality Assurance
Six Sigma
Lean Manufacturing, JIT production
Balanced Scorecard
Malcolm Baldrige Quality Award
Process
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Malcolm Baldrige Quality
Award
Leadership
Strategic Planning
Customer and Market Knowledge
Measurement
Workforce
Process Management
Results / Outcomes
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Quality criteria
“The only criteria that count in the
evaluation of service quality are
defined by the customers.”
Valarie Zeithaml, Ph.D., Delivering Quality Service
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What the customer wants
per Horst Schultze, CEO, Ritz Carlton, 2006
Defect-free service
Timely service
Correct, consistent, reliable
Now, according to created expectation
To feel good
Individual treatment, knowledge
Result
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= Loyalty
How do we measure
service quality?
Self-Assessment checklist
Anecdotal, individual feedback
Focus Groups and one-time surveying qualitative & quantitative data
Polling
Microtrends (Mark J Penn)
Statistics
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ECAR, Soochow & University of Hong Kong survey,
University of Wisconsin/ECAR survey
Logs, time measures, ratios, control charts, variation
Service Quality (SERVQUAL)
Model – Published 1990
Comprehensive customer view of Quality Service over time
addresses:
Tangibles
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Facilities, equipment, personnel, materials
Reliability
Delivering what’s promised
Responsiveness
Helping customers with immediate needs
Assurance
Competence, skills, knowledge, credibility, courtesy,
security
Empathy
Access, communication, understanding the customer
Evolution: SERVQUAL,
LibQual+®,
ServQual 1990
LibQual+® mid 90s
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Measure five service areas
Measure place, service affect,
information control
Higher Education
TechQual+
2006 -Tim Chester, CIO, TAMU/Qatar then
Pepperdine University
3-year research project – multiple rounds
of qualitative and quantitative data
collection
Statistically reliable, valid and universal
instrument for technology service
assessment
12 institutions participating in development
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TechQual+ Survey topics
Instrument
Content
Analysis
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TechQual+ Survey
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The Instrument
Standardized, outcomes-based ‘zone-of-tolerance’ analysis
assessment tool
Customer, not service-provider, perspective
In-house comparison across years
National comparison across institutions
Large numbers of customer data to support data-driven
decisions
Useful to set internal priorities and allocate resources
The Tool
Web-delivered, remotely hosted on SQL server,
institution-defined loading categories
www.techqual.org
TechQual+ Content
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6 areas of questions
Inclusive planning
Access
Campus information systems
Web
Support
Classroom Technology
5 questions per area
3 answers per question
Desired level of service
Minimum level of service
Perceived or experience level
Content related to
SERVQUAL
Customer values
Empathy: Inclusive planning
Reliability: Access, Campus
information systems
Assurance: Campus information
systems, Web
Responsiveness: Support
Tangibles: Classroom Technology,
Support
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Statistics in TechQual+
Number of respondents, mean and
standard deviation
Service adequacy gap
Service superiority gap
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Zone of tolerance identified
For Example:
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*Qual+ Analysis
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By groups for each question
TechQual+ Refinement
UNM’s involvement
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CIO/ITS and HSLIC co-sponsoring
UNM HRRB approval of research project using human subjects
Principal Investigators: Holly Buchanan, Barney Maccabe
Investigators: Jane McGuire, Sally Bowler-Hill
Focus Groups – April 2007 - faculty, staff, student and 2 mixed
groups
Participants looking for Collaboration, Consistency and
Communication – True in every school, large and small!
Need for personal control: if no control, it better work
Pilot Surveying
Internal central IT on main and north campuses – June 2007
5 Colleges & admin groups – September 2007
Why Pilot ITS/HSLIC?
Gather opinions on most & least
important questions to ask UNM
community
Establish a baseline for internal
perception of IT services
Learn the survey instrument
Tests the interfaces and administrative
functions of this instrument
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ITS/HSLIC Results
HSLIC
ITS
Total
Invited
90
241
331
Respondents
42
29
71
47%
12%
21%
Response Rate
20
Incomplete surveys
35
Faculty respondents
8
Staff respondents
63
Student respondents
0
ITS/HSLIC Vertical Bar Chart
Mean
Score (1-9)
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Question #
ITS/HSLIC Radar Chart
Questions
1-5
Incl Planning
6-10 Info Systems
11-15 Access
16-20 Classroom Tech
21-25 Web
26-30 Support
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Campus Pilot
September 2007
Preliminary list of divisions to survey
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Anderson School of Management
College of Education
College of Nursing
University College
University Libraries
Administrative groups: Budget Office, Extended
University, Research & Economic Development,
Continuing Ed
Demographic data loaded
Status: faculty/staff/student
Age:
<=18, 19-22, 23-30, 31-45, 46-65, >65
UNM ‘Age’
< 6mo, 6-24mo, 25mo-5 yr, >5 yr
Gender
Pure student & Faculty/staff
Division/College groups
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Consider for next time at
UNM…
Fewer Questions or categories
Motivate a higher open rate
Punchier
invitations & reminders
More reminders
Sender should have direct relationship
Departmental competition?
Better rewards? (iPods?)
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Using survey results
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Work with departmental IT service providers
Share planning
Share results
Use data to base decisions, set priorities and
make requests
Organize for improvement, as suggested by
ServQual developers:
Formalize improvement processes
State clear direction & priorities
Involve many, emphasize teamwork
Incremental steps, not all at once
Empower staff, flatten the organization
ServQual: service quality gaps
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2. Management
1. Customer
service
expectations
& management
perception gap
perceptions
and
service expectations
/ standards gap
4. Service delivery and
3. Service quality
external
communication
gap
specifications
and service
delivery gap
Close the service gaps
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1. Understand
customer expectations
& perceptions
2. Define
affordable
performance
standards, train staff
4. Create
appropriate
expectations
with the
customer
3. Measure performance
only against
the standards
Quality service tenets
Constant, incremental improvement
Add strategic value - don’t only provide a
commodity service
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Reliably flawless
Right now!
Individualize / personalize service
Right the first time or VERY right the
second time
Questions / Discussion
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