Customer Engagement Assessment Support
Challenge
The U.S. Department of the Navy (DON) Office of Civilian Human Resources (OCHR) provides human resources services to 185,000 civilians at more than 1,200 naval activities throughout the world. Specifically, OCHR develops the DON strategic plan for delivery of Human Resources (HR) services; formulates civilian HR policy and guidance; manages the delivery of civilian HR services through a regionalized structure of Human Resources Service Centers (HRSCs) and Human Resources Offices (HROs); and develops and implements DON HR information technology plans. The OCHR wanted to improve on the previous year’s customer satisfaction research which had not produced usable results. They wanted to assess civilian customer engagement and satisfaction with key areas of OCHR’s services and provide direction to management on the most important areas to improve.
Approach
The U.S. Navy OCHR contracted with PCG to develop and implement an actionable customer satisfaction assessment survey and analyze the results in a way that would provide clear direction on where to focus improvement efforts. PCG conducted focus groups with multiple groups of civilian managers to identify customer expectations and developed a survey to measure satisfaction with seven areas of service. The online survey was sent via e-mail invitation to 17,000 DON civilian managers. PCG oversaw the fielding of the survey and analyzed the results using Net Impression® Leverage analysis to identify areas of strength and top areas for improvement. PCG briefed a senior management meeting attended by regional service center HR directors from across the country on the findings and discussed recommendations for actions and next steps.
Results
The OCHR used the survey results to focus managers on their top recruiting problem area and to reinforce the importance of several new initiatives to address recruitment issues. PCG developed multiple reports for the regions which were provided to managers across the regional offices. DON OCHR contracted with PCG again in 2008 to repeat the survey and measure for improvement and additional areas of focus.