COMMUNITY SERVICES AND ENVIRONMENT COMMITTEE
	TO:	Mayor and Members of Council
	FROM:	Barbara M. Roth, Director, Recreation & Culture Services
	PREPARED BY:	Lori Wells, Manager, Programs
	DATE OF MEETING:	2004-Sep-13
	SUBJECT:	Aquatics – 2003 Customer Satisfaction Survey Results

RECOMMENDATION:

THAT the report entitled “Aquatic – 2003 Customer Satisfaction Survey Results” be received as information.

PURPOSE:

The purpose of this report is to present to Council the findings of the Customer Satisfaction Survey that was conducted at Milliken Mills, Centennial and Thornlea indoor pools.

BACKGROUND:

In 2002, Aquatic staff set the objective to measure customer satisfaction. In order to accomplish their objective, it was necessary to develop a customer satisfaction survey.

With the assistance of the Quality Office, the customer survey process was initiated. A focus group comprised of residents from all four communities in Markham was held. The participants assisted staff in developing the survey questions by identifying what they felt were important service components. From the data collected at the focus group meetings, staff developed the survey questions. Collecting the data in this format creates the opportunity to measure if there is a “gap” between important features and current satisfaction.

Overview of Results

The survey was conducted in week 7 of the Fall 2003 Aquatic session and a total of 711 surveys were received. The breakdown of responses were

• Thornlea Pool 262
• Milliken Mills Pool 103
• Centennial Pool 346

with the overall satisfaction rating being 76%.

The analysis of the data identifies consistent gaps in important features and level of customer satisfaction. The table below provides an overview of the gaps and action for improvement.

Evaluation Criteria	Level of Importance	Satisfaction	Gap	Action Plan
1. Programs: Provide adequate number of classes	86%	66%	20%	Opening of Angus Glen Pool will provide increased number of classes available. Review of programs offered on a session-to-session basis. Change schedule to offer more choices throughout the year. Introduction of H4O will increase spaces.
Adequate pool space	86%	66%	20%	Review program mix – offer low ratio classes when pool is shared Look at the overall use of pool space during instructional sets.
Provide adequate instructor to participant ratio	90%	72%	18%	Promote volunteer opportunities to assist with instruction.
2. Swim Instructors: Attentive to the participants	94%	79%	15%	Promote volunteer opportunities to assist with instruction to decrease ratio. Increase deck supervision to provide support to instructors.
Consistent in evaluation	90%	78%	12%	More deck supervision to assure staff are knowledgeable of standards.
3. Learn-to-Swim components: Consistent Evaluation	87%	75%	12%	New Learn-to-Swim program with consistent skill progressions should decrease the inconsistency.
Quality of Instruction	91%	77%	14%	New Learn-to-Swim program with consistent skill progressions should decrease the inconsistency.
Milliken Pool Only Report Cards	92%	78%	14%	Assure staff complete report cards accurately; include specific & written feedback on each participant. Check reports prior to issuing to participants.
4. Rate of satisfaction with program components: Selection of times available	89%	69%	20%	Review overall program mix, when Angus Glen opens this will relieve some of the demand in other Town pools.
Progression of skills taught	89%	73%	16%	New Learn-to-Swim program with consistent skill progressions should decrease the inconsistency.
5. Rate the usual condition of the pool cleanliness: Change Rooms Showers Washrooms	89% 87% 89%	63% 67% 63%	26% 20% 26%	Schedule change room attendants on all lessons & Rec. Swims. Supervisors need to be attentive to their performance. Assure the nightly maintenance is performed on a daily basis. Opening of Angus Glen and expansion of Centennial should assist in addressing the over crowding that impacts the overall cleanliness in change rooms.

OPTIONS/DISCUSSION:

Staff will be communicating back to the customers the results of the survey and actions to be taken. The results of the survey will assist staff in reviewing and guiding the aquatic operations. Staff will use the results to also assist in setting annual objectives, which contribute to establishing the continuous improvement cycle.

The design of the survey is such that it can be repeated and a comparative analysis of the results can be done. The survey will be repeated in 2006.

ATTACHMENTS:

Appendix A – Results of Aquatics Customer Satisfaction Survey

Appendix B – Results of Aquatics Customer Satisfaction Survey by Area

Barbara M. Roth, R.D.M.R. Director, Recreation & Culture Services

Jim Sales Commissioner of Community and Fires Services

Q:\Recreation\DISCIPLN\DIS001\Survey Results\2003 Aquatic Survey Report.doc