9.+Productivity+&+Evaluation

How well the marketing strategy fits the need of the targeted market segments and how freely it operates within the environmental constraints are measured by the ratios of outputs to inputs. Increasingly, because of popular demand for public accountability, agencies are employing productivity measures that emphasize service outputs.

These measures include % population served, staff time per transaction, cost of services per output. The measures are useful to document the impact of the non-profit agency on the markets served. Substantiation of the needs met, and user satisfaction facilitate increased funding, long-range support, and growing insight into the needs of undeveloped markets.

Can you identify any program level performance measures/evaluation methodologies used to measure customer behavior e.g., statistics for programs and services, or customer satisfaction, e.g., surveys, complaint tracking. Remember the latter is a //marketing evaluation of products and programs,// rather than organizational level. Programs have a beginning and an END (supposedly), and that is how they can be evaluated.


 * //Provide a general discussion (one paragraph) of any **program level** evaluation methods you can identify.//
 * **//Take the TWO illustrative//** //product items you identified in Section 8, Marketing Mix Strategy, and suggest evaluation criteria, objectives and methods for customer behavior and customer satisfaction measures. For example://

E**xample 1 - Children’s computer camp** ** 1. Customer Behavior Measures ** **// Criteria: //** Number of children pre-registered at each branch Number of children on waiting list Number of children who actually attended each session Number of children who are turned away due to lack of space at each session Age range of children participating in the program Number of children who complete practice assignments Number of correct answers on practice assignments **// Objectives: //** > Increase attendance by 50% vs previous summer > 50% attendance at Ansnorveldt branch vs spaces offered >100% completion of practice assignments in last session **// Method(s): //**  Gather manual statistics from sign-up sheets, attendance sheets, practice assignments <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">** 2. Customer Satisfaction Measures ** <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Criteria: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Number of correct answers on practice assignments <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Usability of computer equipment <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Satisfaction with presenter <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Enjoyment of class <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Parental satisfaction with outcomes of camp <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Confidence that program will assist with ability to use internet <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Objectives: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">>100% usability of equipment <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Customer usability by 25% in six months <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Customer enjoyment by 25% in versus previous year <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Parental satisfaction with outcomes by 50% between first and last session <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Method(s): //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;"> Post session personal interviews by library staff with children and parents with guided questions. End of class survey by participants. End of session survey for parents.

<span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">** Example 2 – E-reader loans ** <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">** 1. Customer Behavior Measures ** <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Criteria: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Number of circulation per month per branch <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Number of holds per month <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Length of loan time <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Age range of users based on card category: junior vs adult vs senior <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Times circulated for different e-reader formats <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Objectives: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Increase total circulation of e-readers by 50% over previous year. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Increase use of e-readers by seniors by at least 15% in each age group since this group is less familiar with these resources. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Reduce waiting time by limiting loans to one week if reserve lists exceed 5 customers. <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Method(s): //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;"> Gather statistics from automated library systems; compare number of inquiries about e-readers to actual use. <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">** 2. Customer Satisfaction Measures ** <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Criteria: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Integrate e-readers into library programs. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Number of technical support questions. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Attendance at scheduled training sessions to familiarize customers with e-readers. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Satisfaction with equipment types. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">Actual experience meets or exceeds user expectations. <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Objectives: //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> 100% usability of equipment. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Need for specific technical assistance should decrease 25% in one year. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> At least one book discussion group will include e-readers within one year. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Monthly training opportunities for customers interested in e-readers will be available. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Expand the collection to include new systems as requested by customers. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Requested formats will be decided upon using input from customers via an online survey. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">> Increase customer enjoyment by 25% in versus previous year. <span style="font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">**// Method(s) //** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px; line-height: 115%;">: Online satisfaction survey given to all who check out e-readers; statistics of technical support questions and programming attendance; online format poll results.