Volume 2, Issue 6

November/December 2004

Inside this Issue

Using Survey Tools for Voting
Can I Include Ungraded Questions in My Test?
Member Association Surveys
Why Should You Measure Customer Satisfaction?
How Do I Invite Participants to My Open Link Survey?
Hostedware Adds Knowledge Base

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Editor's Letter

Greetings!

In each issue of Hostedwire, we bring you resources, tips and techniques designed to help you maximize your survey and test results. In this issue, you'll learn how to run a membership association survey.

Before we get started, I'd like to extend a very warm welcome to all of our newest subscribers--we're honored to have you join us. And I'd like to wish all of you who celebrate holidays in the next few weeks a wonderful holiday season!

Continuing your peek behind the Hostedware scenes, today you'll meet Catherine Hong. Catherine works as a Customer Advocate for the Western United States and Canada.

Introducing Catherine Hong

Since joining Hostedware as a Customer Advocate, Catherine has especially enjoyed working with new customers as they set up accounts and learn to use the system. "I receive the most fulfillment by solving customers' problems," she says. "Whether they need help in setting up an account or need clarification or instructions about specific features, being able to help is the most fulfilling experience."

Catherine also enjoys learning more about her customers' industries. "It's fascinating," she says, "to see how companies gather and apply the data their surveys generate."

An eager and fast learner, why not let Catherine learn the ins and outs of helping you through your next survey? She'll help you through the system every step of the way.

Sincerely,
Dennis Frayne
dennis.frayne@hostedware.com

P.S. Need to present the data for a big presentation in a way your boss will understand? Let us help. We can use your survey data to create a PowerPoint presentation that'll wow your boss.

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Hostedware Corporation | 16 Technology Drive, Suite 116 | Irvine, CA 92618

USA & Canada: 800-211-6967 | Local & Int'l: 949-585-1500 | UK: 0800-032-2342

customerservice@hostedware.com

www.hostedware.com | www.hostedsurvey.com | www.hostedtest.com

Using Survey Tools for Voting

Typically, electing a board of directors for an association is a time consuming task. You get everyone together for the elections, have them vote (typically on ballots that have been amended at the last minute with nominations from the floor), and still have to tally the votes after that.

That's why Lenroy Campbell, Supervisor of Information Technology & MLS at the Greater Louisville Association of Realtors, decided it was important to consolidate their voting online.

By inviting members to vote in an online format, he's able to streamline the process so it requires as little human administration as possible.

A time-saving approach

"The process takes forty-five days from start to finish because that's what the bylaws allow," Lenroy says. "And, this year it was all a last-minute, rush job, as usual."

He's found, though, that the online format saves time by validating each ballot.

"Every ballot that's submitted is checked and validated by the system. The system doesn't allow anyone to vote more than once, and ensures that the election is held entirely to the standards of our bylaws."

Privacy concerns addressed easily

The first time they offered online voting, members were concerned about their privacy. Would the elections be anonymous, or would people know who had voted for whom?

"Privacy was a concern, but we addressed it right off the bat. We explained the process and how impossible it was for us to know who had submitted which vote," Lenroy says.

"After that, our members haven't expressed any additional concerns about their privacy."

Participation was high

"The members find the online format very convenient," Lenroy reports. "Our participation was about 25%, much higher than our projected 10-20% participation rate."

By allowing members to vote as it's convenient for them, the Greater Louisville Association of Realtors discovered members were much more likely to participate than if they needed to attend an election in person.

Making the process even easier

Still, Lenroy admits that if he had complete control over the voting process (instead of having bylaws to follow), he would insist members submit their information earlier. "Every year there's a last minute rush," he says.

Because each member who wishes to run for office submits a photo and a biography, there's additional last-minute information to add to the voting process.

He cuts down on the last-minute work as much as possible by working with Hostedware to set up the template well in advance and he edits information as he receives it.

"Hostedware's ability to handle the rush-rush nature of the job is amazing," he says. "At the end of the process, it all comes down to customer service. There are other options out there that we could use to create our voting project. But, none of them would give us the level of service we get at Hostedware."

"Of course, I'd rather get it created well in advance of the election day," he says. "But, since I can't, there's no team I'd rather have working around the clock with me than Hostedware."

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It's Your Turn in the Spotlight

You've run some outstanding surveys or tests. It's time you shared your success (and the lessons you learned along the way) with Hostedwire readers.

Along with great exposure, you'll also be helping out a community of survey givers. So, go ahead, sign up for your turn in the spotlight. Just send an email to Dennis Frayne, Editor of Hostedwire, and tell him you'd like to be featured.

FAQ: Creating non-graded test questions

Q: Can I create test questions that do not impact the score (that have no right or wrong answer, and are not graded)?

You can easily create un-graded questions on your test simply by assigning them no point value. This way, answers are collected but do not impact the score.

Only the actual test questions--those with point values assigned--will be graded and scored.

Examples of questions you might want to ask but not score include: feedback and survey questions, profile and demographic questions, registration questions, and essay questions.

For example, if you want to gather demographic information, such as the test taker's name, email address, or other contact information, you can do the following:

1. Login to your account and open your test for editing.
2. Select Design Test, Test Questions from the menu.
3. From the drop down list box of question types, choose a question type such as Multiple Choice Select Just One or Open-ended Text and click [Add]. This will open the New/Edit Question page so you can create and define your question.
4. Enter a 0 into the field next to the label, Points.
5. Click [OK].

Ready to set up your test with Hosted Test®? Contact our friendly customer support team at customerservice@hostedware.com, toll-free at (800) 211-6967, or
(949) 585-1500.

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Survey Novice?

You're lost and confused--there are so many survey options out there. Some of them are downright cheap, and some are super expensive. They don't all have the same features, and you'd just like to bury your head in the sand and decide not to decide.

Relax. Your choice is easier than you might think. You can experience Hostedware's fantastic customer service, top of the line technology, and dazzling experience for yourself at absolutely no cost.

Just fax us your draft questionnaire at (949) 585-0050 and you'll receive a demo of your first 11 questions to see for yourself that we offer the solution you need.

Questions? We'll be happy to answer them. You can reach us at customerservice@hostedware.com, toll-free at (800) 211-6967, or (949) 585-1500.

Ask and it Shall Be Given:
Member Association Surveys

by Lawrence P. Howorth

Lawrence P. Howorth is an Advisory Board Member for Hostedware Corporation

Member associations, while extremely diverse in the make-up of their memberships, share one common goal: attracting new members and retaining present members. Associations truly serving members constantly strive for awareness of the concerns and issues faced by membership, as well as ways for strengthening values of members and guiding members' development. But, how does an association promote membership if management lacks understanding about what the members want?

Easily said and done--get feedback by asking

Believe it or not, the answer is simple: ask! Find out what your members want by asking them to evaluate the association's current products and services and the manner in which associations provide these products and services. Survey your membership (and potential new members) regarding their opinions and attitudes. Discover ways for retaining members, and perhaps capture those looking at the competition, by understanding the members' needs and wants. In addition, gain critical information for directing and preparing your association for the future.

A written report of the results with easy to read graphs and charts, summaries and conclusions provides a good basis for association strategic planning sessions. Use the results for comparison of your association with other like associations for revelation of potential areas for improvement. A frank and honest evaluation of survey results helps association management steer a sharper, straighter course towards growth and a happy membership. Data gleaned from surveys guide planning for new services and improving existing services while responding to members' requests.

Best of all, capture this information in a vital database for quick, efficient retrieval the next time the association needs someone in the marketing field, someone with legal connections or someone who might manage a small construction project for the association. Use your memberships' talents and interests for starting new services, kicking off new programs and finding the best person for a task. Compare responses in one survey to members' responses two years later. Is the association growing in the same direction as its members?

Some associations incorrectly assume that because the association discussed goals, needs and wants and declared a mission on inception, the task is completed. True, if your mission statement makes a general statement about fostering relationships under a common denominator, the association's mission probably still holds true. However, remember that, over time, members' lives, concerns and important issues change.

Surveys that empower members

Surveying your membership garners all the information you need for successfully reviving or managing a growing membership program. More importantly, surveys improve member satisfaction and member profitability.

Members become empowered when association management listens and takes direction based on members' desires. Digging through member responses offers deep introspection of the very foundation of association services. This critical step in association management should never be overlooked.

What kind of information can you uncover by asking?

Common data obtained from surveys includes:

• Demographics;
• Critical changes in members' lives;
• Members interests;
• Additional services desired;
• Publications regularly read (insight for marketing to potential new members); and
• Reasons for maintaining membership.

Survey lapsed members for information on why the member missed renewing and how the association might encourage the member back into the fold. Associations expend far more resources obtaining a new member than necessary for retaining a member. Therefore, member retention plays a vital role in association finances.

Tips for Surveying Members

• Survey members about association services, programs and members' wants and needs approximately every two years. Surveys done too frequently on the same topic annoy participants and do not provide sufficient time for members to evaluate changes.
• Identify the association's needs and expectations before composing the survey. Put considerable thought into survey questions so trivia doesn't seep in.
• If surveying only a portion of the membership population, ensure the group is randomly selected. Use trained, unbiased people for conducting surveys. Research conducted by untrained or biased staff results in useless information. Questions should be composed in a neutral environment, with no preconceived "right" or "wrong" answer.
• All research data comes with a price. Weigh the cost against the benefits of obtaining more members using more services or increasing the association's value in members' eyes.
• Ask few (if any) open-ended questions requiring members to write out answers. Evaluating answers to open-ended questions requires time and may obscure objective data. Also avoid starting off a survey with personal questions.
• Don't send surveys in newsletters or statements; it de-emphasizes the survey's importance. Don't ask survey questions about issues the association cannot or will not change. Expressing a wish for change without change leads to apathy.
• Use a web-based survey in order to not only gather data, but also to save it in an useable format for further manipulation. A survey available on the association web site ensures availability at the member's convenience. It is less expensive than mailing individual surveys, more timely both in being available to members and also in receiving input. Additionally, survey forms can be printed and made available to members without a computer.
• Use a well-formed database to capture data. This allows for saving data in a reliable, re-useable and searchable format. Once again, collecting data on-line saves the association the cost of inputting data from surveys because the participants input the data as they respond.
• Ensure your survey data is protected with the appropriate security; prevent access by inappropriate sources.
• Whenever possible, send a link to your web-based survey to your members via email. Most email programs allow for clickable links, ensuring your member gets right to the survey in an easy manner. With that said, resist the temptation to over-survey or over communicate with your members to the point that they ignore your emails.

The Internet: the Perfect Medium for Surveying Members

The internet breaks down geographic barriers, presenting a new and dynamic vehicle in communication and business transactions for individuals, businesses, associations, and others. The fastest growing medium of this century presents associations a way of surveying members and receiving responses almost instantaneously.

The internet provides the perfect medium through which associations can drive their membership, create non-dues revenues, communicate and connect the internal workings of the association with their constituents.

Typical response rates run 1 to 2 percent for mailed surveys, and 10 to 15 percent for phone surveys. For online surveys typical response rate is 20 percent. Online response rate grows as high as 30 to 35 percent where respondent names are drawn from weighted panels.

Summary

Membership organizations must listen to their members for viability in this age of increasing demands on people's time. Internet surveys provide a vehicle for fast, efficient and cost effective feedback from members. A database further extends the value of an online survey by gathering survey responses in an organized fashion, retaining data for later use and manipulation and can be searched to extract relevant pieces of information.

Hostedware can help you survey your membership. Find out more by emailing customerservice@hostedware.com or calling toll-free at (800) 211-6967, or (949) 585-1500.

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What if your data goes all haywire in your presentation?

Have you had this nightmare? You've put together all the data from your survey. You've formatted it into a pretty PowerPoint presentation. There are sound effects and great graphics.

And there you stand, in front of the board of an international Fortune 500. You flip to the first slide. And you realize: you've made a huge mistake with the data.

Stop tossing and turning. Hire Hostedware to handle all your data from collecting it straight through to compiling it.

Get started today. Email customerservice@hostedware.com or call toll-free at (800) 211-6967, or (949) 585-1500.

Expert Interview

Why Should You Measure Customer Satisfaction?

Editor's Note: Jim Polito, of Mathews & Company, graciously agreed to be interviewed to share the importance of measuring customer satisfaction.

There are two types of "customers" whose satisfaction you should be measuring, according to Jim Polito of Mathews & Company. Internal customers (employees, for instance) and external.

Too often, he says, departments and companies think if they don't have any competition there's no need to measure satisfaction levels.

"But that's simply not the case. Even if the people you serve have no alternative but to use you (or your department), you still need to know what they think of you."

Measuring satisfaction has five key benefits, whether it's an internal or external measurement. Satisfaction measurements:

1. Show customers you're committed to improvement;
2. Allow you to learn what your customers' priorities are;
3. Enable you to improve your value;
4. Help you build a competitive advantage;
5. Result in greater customer loyalty which typically leads to increased profitability and higher shareholder value.

The benefits are easy to see in a typical business-customer relationship. They also apply to department-employee relationships. For instance, when the IT department knows how they can better serve the rest of an organization, they can use improvement numbers to argue for additional staff or budget increases.

How can you maximize the benefits of measuring customer satisfaction?

Jim cautions that you should structure a satisfaction survey with careful attention to four areas:

• Accuracy. It's important to pinpoint the people who can give you accurate insights into what's working and what's not.
• Objectivity. Using an impartial 3rd party to ask your customers about their experiences with your products or services will yield more frank and honest answers than conducting a survey using your own people.
• Specific and Actionable. Are you asking questions that are specific and targeted enough to gather the information you need to make realistic improvement action plans?
• Comparative data. How does the data you've gathered compare to your competitors? You can't measure customer satisfaction in a vacuum, Jim says. Mathews & Company has compiled a benchmark database with results from the surveys they've facilitated to offer a question-by-question view of how clients perform in specific areas.

Formats for measuring customer satisfaction

New technology has increased the options for measuring customer data. Surveys can be conducted by mail, by telephone, in a face-to-face setting, over the internet, or at the point of purchase.

Companies are finding the instant feedback, along with the decreased expense of the internet to be an attractive package. For companies conducting internal satisfaction surveys, they can also use the company intranet.

Putting the information to work

Jim says issues of how to gather the data pale in importance compared to what you do with the data once you've collected it.

He recommends a four-part action plan that you can use for both internal and external customer satisfaction surveys.

Step One: Prioritize. Your first step is to look over all the data you've collected and analyze which areas most need to be improved. Then, create a step-by-step plan that walks you and your team from where you are now to where you'd like to be.

Step Two: Take action. It's crucial you start immediately to take action on your customers' concerns.

Step Three: Communicate with your customers. Once you've started to take action on their feedback, let your customers know what steps you're taking and when they can expect to see improvements. Ask them for additional feedback they may have as you go through the process.

Step Four: Measure again. You want to ensure you're maintaining (and improving) your competitive position. You "need to stay competitive to stay profitable," Jim says.

Jim stresses that customer satisfaction is an ongoing process. Its ultimate value is found in continually seeking feedback to keep the company "constantly in touch so you know you're in tune with customers' needs."

Mathews & Company specializes in customer satisfaction surveys in the information technology industry.

FAQ: Open-Link Surveys, continued

Q: How do I invite participants to my open-link survey?

In the previous issue of Hostedwire, we talked about what an open-link survey is and how you can create one. You can review that FAQ at our website.

You may wish to collect responses from both a pre-defined panel and an open-link, and combine the results. You can do this easily by creating two copies of the survey, and configuring each for the appropriate audience. However, you will end up with two data sets.

If you don't need to track open-link and invited feedback separately, you will probably want to create one survey for both audiences. The instructions that follow will walk you through the steps of creating one survey for both open-link and invited participants.

This technique involves using two surveys--one containing the actual survey content, and another that is used for the sole purpose of sending invitations to your respondent list or panel.

With the survey and invitations disassociated, you now have the ability to send invitations to a controlled list of respondents, and also collect responses from anonymous sources.

You will know exactly who you are sending the survey invitations to, but you will have no way of telling who actually responds to the invitations, or which of the respondents came from the email invitation, and which came from other points of entry.

Here are the steps:

1. Create your actual survey with all the question and answer content. Activate the survey and go through your quality assurance steps as outlined in steps 1 & 2 of the previous FAQ "Q: What's an open-link survey and how do I create one?"
2. Create a second, new survey, which will be used for invitation purposes only. You will then need to create a respondent file containing a unique ID and email address for each respondent. Upload your respondent list to this new survey.
3. After the invitation survey is created and your respondents are uploaded, configure an Unscheduled Invitation. In the text of this invitation, paste the Survey URL of the actual survey into the message body.
4. On the Invitation page, make certain that you uncheck the Show Survey URL checkbox. This will make sure you do not display the wrong survey URL.
5. Test your invitation process thoroughly to make sure it functions properly. You can do this by sending test invitations to yourself or other associates. You should receive a survey URL to the actual survey, and not to the second survey you are using to send the invitations. In addition, you should also be able to take the actual survey via a standard open link.
6. Activate the invitation survey, then distribute all invitations. Note: since you have no tracking features in this open-link environment, any follow-up or reminder invitations you decide to send will be delivered to all respondents, whether they have taken the survey or not.

There you have it. You've now created an open-link survey and distributed invitations.

Figure: See highlighted areas of this Unscheduled Invitation. Make sure you have unchecked Show Survey URL and have manually pasted in the URL from the activated (open-link) survey.

Excited to try out an open-link survey for yourself? Contact a Hostedware representative to get started today at customerservice@hostedware.com,
toll-free at (800) 211-6967, or (949) 585-1500.

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Webmasters, do you need a custom Hosted Survey™ solution for your clients?

If you're looking for an affordable, easy-to-use method of offering your clients brief surveys, you can license and host your own version of Hosted Survey Lite™.

For all the details, contact a Hostedware representative to get started today at customerservice@hostedware.com, toll-free at (800) 211-6967, or (949) 585-1500.

Hostedware Adds Knowledge Base

The Hostedware knowledge base will provide detailed, searchable documentation for all Hostedware applications, including Hosted Survey, Hosted Survey Lite, Hosted Poll and Hosted Test.

You can find the knowledge base at: http://www.hostedware.com/search.aspx.

You can find answers to frequently asked questions and thorough instructions for setting up specialized surveys. The knowledge base will be searchable so you'll easily be able to access precisely the information you're looking for.

You'll also find solutions for potential problems, and recommended workarounds for bugs and errors.

We can't wait to hear how you use the knowledge base to find the solutions you're looking for!

Happy Holidays!

As part of our annual holiday tradition, Hostedware will be making a donation to the OCCF/Hostedware Scholarship Fund to support students seeking to study research, education, and organizational improvement.

If you'd like to make a donation of your own to the scholarship fund (set up in partnership with the Orange County Community Foundation), you can make your check payable to "OCCF/Hostedware Scholarship Fund" and send it to:

Hostedware Corporation
Attn: OCCF Scholarship Fund
16 Technology Drive, Suite 116
Irvine, CA 92618

Donations are usually tax deductible* (in the United States).

You'll receive an acknowledgement of your gift. Plus, you'll be mentioned in our Fund material as a Founding Donor. This mention can even include a link to your website to provide your company with additional exposure.

*Donors should consult their tax and legal counsel for specific advice on their personal situation.

And please accept our wishes for a joyous holiday season and a new year marked with peace and prosperity.

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