Expert: Todd Binenstock - 5/10/2007

Question
QUESTION: How can I approach non-active users for their expectations on services ?
ANSWER: I think you simply need to identify them and ask.  The critical thing is to have a dialogue so users don't feel they are "all on their own" or "out in the wilderness."

If you provide more details, I possibly can give you a more specific answer.

Todd

---------- FOLLOW-UP ----------

QUESTION: Hi Todd,
The issue is our corporation has over 4,000 staff.  Some give expectations (may include unrealistic ideas) and most are silent.  How can we identify/approach those ?
ANSWER: Hi Calvin,

Are you talking about service expectations for desktop/network or a specific application?  I have not dealt with so many users for the systems I implement or support so I am thinking out of the box here.

You are dealing with a community or a market, rather than a small group to whom you can talk.

I would approach it similar to a market research/product promotion project.  These are really the only effective techniques for communicating with larger groups.

This is difficult, since communication is not the most primary skill found in technical organizations.

Here are some things you can try:

Market research:
- Survey users about expectations, publish results
- Follow up service with a satisfaction survey, publish results
- Form small focus groups to discuss expectations.  Get management support for "volunteers".  Publish the results.


Product Promotion
-  Publish spotlight articles in the company newsletter highlighting what users can expect, how to avoid problems, support personnel profiles, etc.
- Distribute tip sheets on how to get effective support
- Develop a website to disseminate information
- Create a user forum where service can be discussed.  Make sure to have a moderator who can speak officially and address issues.

Remember that a key aspect of service is communication.  When users know that a service person is working on their issue and what actions are being taken to get a result.  Users will be more patient and ultimately more satisfied than if they feel they've been left hanging.

Let me know if you think I'm on the right track or if there's anything else I should know.

Todd

---------- FOLLOW-UP ----------

QUESTION: Thank yuo Todd.
We are on the right track of discussion.
Now that, we are an IT arm of an organization.  We have done product/service promotion and some market research actions like client satisfaction survey.
However, how can we tap the expectation or ideas of non-active/silent/non-responding users ?
We think of site visit and casual talking, but they are time consuming and may stil miss those target clients unless we can (find ways to) identify them and 'lead' them speak up.

Answer
Hi Calvin,

Keep in mind, many people have no opinion or expectations of products or services they don't use or don't use frequently.  For example, I have no opinion on diapers, because I have no small children.  The "no opinion" group is a large portion of the population for most questions short of those of national importance (which still register a huge number for "don't know's/undecideds".

You are best off doing as many activities I've listed before as possible and do them constantly.  If you can get some managment support, you can get a "service champion" designated in each area.  They can be tasked as ambassadors to the rest of their area and help facilitate two-way communication.  You can then convene a council of champions, to get feedback.

I'd suggest if you need any more direction or assistance, that you speak with a consultant who specializes in "internal marketing" or business communications or organizational change.

Good Luck!