By Ronald C. Moore and Erin Flannery
With contributions by Tamrat Anebo, Pat Delaney, and Robert Nelson
OLYMPIA, WA, NOVA SCOTIA, CA – A recent poll of 25 State Fund workers’ compensation systems found that 76percent of those responding survey their customers, with most using the information gathered to improve customer service and satisfaction.
In March of this year, the Department of Labor and Industries (L&I) sent questionnaires to 25 State Funds, asking if they surveyed their customers. Thirteen responded, with 10 reporting that they do at least some surveying. The method of the surveys varied widely, and to varying degrees, the surveys were used to improve customer service. In most instances, the findings were shared internally but not with customers. In one case, nothing was done with the survey results.
The states reporting that they surveyed customers were California, Ohio, New Mexico, Louisiana, Minnesota, Oregon, Maryland, Maine, Utah and Arizona. States that reported that they don’t survey customers are Idaho, Rhode Island and Pennsylvania.
Several states reported that they intend to begin surveying customers, or expand what they do with the survey results.
In the past, at the direction of then Gov. Gary Locke, Washington also surveyed employers and workers who had had recent workplace injury or illness claims. L&I used a private research firm, Seattle-based Gilmore Research Group, to conduct the surveys, which were done every two years. The information was shared internally and with the governor’s office, and was used to devise ways to improve customer service. L&I has not done a broad customer satisfaction survey since 2003. It did a segmented survey of employers in 2005.
The survey was done in two parts. Initially, members of the American Association of State Compensation Insurance Funds (AASCIF) were asked if they survey their customers? If so, how? And what do they do with the information? Follow-up questions dealt with how the surveys were conducted (mandatory or optional) and whether the responses from customers resulted in the setting of performance standards and specific system improvements?
California has one of the most aggressive surveying programs. Using an external marketing research firm, it surveys injured workers and employers with time-loss claims four times a year. Annually it surveys new employers who registered in the past year, and until 2006 it also surveyed health care providers. California analyzes the survey results and then passes it on to staff that work with employers and claimants. The data also is used to evaluate measures reported in the system’s Quarterly Corporate Scorecard.
At the other end of the spectrum is Minnesota. Its last comprehensive survey was done in 2004. A more limited survey was conducted last year. The information gathered was not used to measure or improve operations, and survey results were not linked to the strategic plan.
Oregon’s use of surveys is somewhat typical. Over the years, the frequency of its surveys has changed. Historically, the SAIF Corporation of Oregon surveyed injured workers twice a year. However, because the data is so consistent, SAIF is considering scaling back that schedule.
Survey results are linked to the strategic plan, with a special focus on measuring how customers perceive SAIF and the services it provides.
Among our neighbors to the north, surveying customers appears to be widespread. Of the 12 Workers’ Compensation Boards polled in Canada, eight responded advising they each survey the injured worker and employers, using the results to measure success and improve customer service.
Many of the Canadian WCB’s analyze the data to identify emerging trends and determine how initiatives should be impacted. Rewriting a web site, creating new brochures and changes to service delivery are just a few of the improvements made as a result of the surveys.
Several organizations include the results as part of their Balanced Scorecard and corporate goals emphasizing the importance of customer focus. It provides feedback of the internal business processes in order to continuously improve strategic performance and results.
Ronald C. Moore manages L&I’s Employer Services Program, which serves approximately 165,000 State Fund employers
Erin Flannery, Director of Assessments of Workers’ Compensation Board of Nova Scotia
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