Evaluation techniques (cont.)
Customer and stakeholder surveys
Structured surveys of customers (by telephone or email/online) are a common tool for identifying the organisation’s strengths and weaknesses and brand perceptions. They can also identify different groups or segments of customers with particular needs or attitudes. Using a similar approach with stakeholders can help establish the organisation’s reputation, and monitor change over time. The questionnaire might measure perceptions of quality of service, staff enthusiasm etc. to help identify what impact people management activities have had on the perceptions of people outside the organisation.
Focus groups and interviews
While surveys provide robust data you can compare over time, focus groups (of 4-8 people) and individual interviews provide a more in-depth environment to explore the issues that people have, and what the underlying causes are. It is important to structure such groups carefully and use a trained, independent facilitator to ensure people feel able to be open and honest.
Team meetings/one-to-ones
An obvious but sometimes overlooked source of feedback are informal team meetings or one-to-one sessions as part of regular line management. They can be a quick, cost effective way to collect views from teams and individuals, as long as feedback is conveyed honestly and frankly up to senior managers.
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