2023 Customer Satisfaction Benchmarking Survey^©

 

In order to ensure that NACUFS members receive the maximum benefit possible from the Customer Satisfaction Benchmarking Survey, we have provided the following recommendations on how to conduct your survey. Please read through these recommendations carefully, and bookmark and/or print them so you can reference them when you distribute your questionnaires.

 

 

 Survey Methodology

Sending an e-mail invitation to the entire universe of students/staff/faculty is a good option, if it is possible. However, surveying a random sample is also acceptable, provided it is done correctly.

Achieving a Valid Sample

An important component of a successful survey is achieving a valid sampling. To accomplish this, the NACUFS institutions must survey the proper number of customers and avoid biasing their samples.

• Number of questionnaires to be distributed:
  The actual number of links to the online questionnaire that your institution needs to distribute and the number of completed questionnaires required will be calculated for you by Industry Insights based on the information you supply on your order form, but the table below provides a basic overview.
  
  For each all you care to eat dining facility (residential dining hall), figures are based on the typical transaction count from the dining hall's busiest meal period of the day (breakfast, lunch or dinner).
  
  For each retail unit, figures are based on the typical transaction count from the retail unit's busiest two hour period of the day.

 

Total Number of Transactions at the Establishment During the Given Time Period	Recommended Number of Links to Distribute (as percentage of total transactions)
500 or fewer	100%
501 to 1,000	80%
1,001 to 2,500	70%
2,501 to 5,000	60%
More than 5,000	40%
This table is based on at least a 20% response rate (that is, 20% of the distributed forms are completed and returned). Your institution is encouraged to achieve as high a response rate as is reasonably and fiscally possible.

• Avoiding Biasing the Sample:
  It is important that the survey sample not be biased towards any particular subgroup. The survey sample should accurately reflect the overall clientele of the all you care to eat dining facility (residential dining hall) or retail unit being surveyed.

Please conduct your survey at any time between the dates listed above, depending on what dates work best for your institution. To ensure valid comparisons, we strongly recommend that you conduct all of your surveys during four consecutive days within this one month timeframe.

Please note that if a response rate of at least 20% is not achieved for a given all you care to eat dining facility (residential dining hall) or retail unit, that dining hall or retail unit may be excluded from the industry data (although that location's results will still be included in your customized report).

 

 Final Report

The final report that each institution receives will contain a series of data tables and graphs displaying the results of their survey, as well as appropriate industry comparatives. The report will also include regression analysis that illustrates the key satisfaction drivers.

Each report will include...

• customer satisfaction scores by named all you care to eat dining facilities (residential dining halls) on your campus
• customer satisfaction scores for aggregated all you care to eat dining facilities (residential dining halls) on your campus
• customer satisfaction scores by named retail units on your campus
• customer satisfaction scores for aggregated retail categories on your campus
• aggregated all you care to eat dining facilities (residential dining halls) and retail category scores on your campus
• customer satisfaction scores for aggregated all you care to eat dining facilities (residential dining halls) for the entire sample*
• customer satisfaction scores for retail categories for the entire sample
• customer satisfaction scores for aggregated retail categories for the entire sample
• aggregated all you care to eat dining facilities (residential dining halls) and retail category scores for the entire sample

"Entire sample" refers to the combined survey results of all institutions across the country that utilize the NACUFS Customer Satisfaction Benchmarking Survey package.

In addition, the report will contain cross-tabulations of the data by:

• Type of School (Public or Private, Primarily 2-year or 4-year)
• Type of Operation (Mainly self-operated, mainly contracted or both)
• Size of School (Based on student enrollment)
• Geographical Location (Based on NACUFS Region)
• Type of Customer (Student, Faculty, Administration/Staff)
• Class of Student (First Year, Sophomore, Junior, Senior)
• Gender Identity of Customer
• Type of Housing (On campus vs. Off campus).

The online form contains two open-ended questions, where respondents are able to write in their comments. These responses will not be analyzed by Industry Insights. At the completion of the project, the online responses will be placed in your report portal.

At the conclusion of the project, participating institutions will be able to make special requests for customized data runs.

 

 Recommendations

PROMOTION OF THE SURVEY
In terms of promoting the survey, broadcast e-mails to alert customers that the survey is going on; posters displayed on cash registers, easels, and message boards; flyers placed on all you care to eat dining facility (residential dining hall) tables and in other public places; etc. are all viable options. Each institution is encouraged to create the promotion(s) that they feel will work the best with their customers.

TRACKING PARTICIPATION (ONLINE SURVEYS)
A web site has been created that will allow an administrator at schools utilizing the online survey to track their survey participation by location, thus enabling the school to better focus their efforts on driving survey participation.

INCENTIVES
To achieve the highest response rates and ensure meaningful data, we recommend that your institution provides an incentive to encourage customers to participate in the survey. Incentives could include prize drawings, debit dollars, gift certificates, cash discounts, food items, etc.

Industry Insights will make available a list of the unique login codes that were used so schools can provide an incentive to these individuals (provided the school has kept a list of the unique login codes and their associated e-mail addresses).

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Please address any questions you may have regarding this survey to Steve Kretzer of Industry Insights. (email [email protected] (for quickest response) or 380-223-9153).  
You may also contact Jenna Goins of NACUFS (email [email protected] or 517-332-2868).

 
  
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