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TO: |
Mayor and Members of Council |
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FROM: |
Barbara M. Roth, Director, Recreation and Culture
Services |
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PREPARED BY: |
David Scott, Manager, Markham Theatre |
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DATE OF MEETING: |
2004-May-10 |
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SUBJECT: |
Markham Theatre - Customer Satisfaction Survey
Results |
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RECOMMENDATION:
THAT the report entitled “Markham
PURPOSE:
The purpose of this report is to present to Council the findings of the
Customer Satisfaction Survey that was conducted with patrons of the theatre in
January 2004.
BACKGROUND:
A focus group of theatre patrons took place in October
2003. A questionnaire was developed from
their comments and concerns. Rick
Dominico, Manager of Corporate Quality, was consulted throughout the survey development
and implementation. He conducted the
focus group and compiled the initial questionnaire. The survey was then vetted by theatre staff
and members of the original focus group before being distributed.
Over the months of December
2003 and January 2004, the theatre administered the survey to patrons attending
shows at the theatre. Theatre patrons
were encouraged to fill out the survey while at the performance at the theatre
and to return them at the end of the evening.
Theatre usher staff was diligent in collecting surveys from patrons
following the shows. Of the approximately
500 surveys distributed, 125 were returned, a 25% return rate. This gave us a good basis from which to draw
our survey conclusions.
In the most telling question
– “Overall, how would you rate your satisfaction with Markham
Extremely Satisfied 55
Very Satisfied 53
Satisfied 16
Not Very Satisfied 1
Not at All Satisfied 0
When answering this question,
one patron even extended the scale beyond the “Extremely Satisfied” box and
stated that there was nothing that the theatre could possibly do to make them
any happier as patrons.
In specific service areas,
the theatre was ranked as follows:
Box Office Services 78% to 84%
satisfaction rate
Bar & Café Services 80% to 84%
satisfaction rate
Various Other Customer Services 68% to 88% satisfaction rate
Overall,
the results of the survey were very positive with very few gaps identified in
service.
The following
are the gaps identified and the actions for improvement:
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Gaps |
Action |
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Box Office – correct
information communicated |
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Review show information with staff ·
Revise information used by box office staff and available
on-line for ticket buyers to ensure accuracy |
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Quality sound |
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Work to educate and manage expectations of both audience
members and visiting companies on the needs in the area of sound
reinforcement |
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High caliber
entertainment |
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Revise education to patrons about who presents which
shows at the theatre ·
Work on branding the theatre professional season so that
it is different in the public eye from a school or community presented show |
OPTIONS/DISCUSSION:
The results are very good and tell us that we are
doing a good job at delivering what our customers want at the Theatre. We
will continue to monitor and adjust the delivery of our service on an ongoing
basis. We will also try to manage the expectations of patrons for things
that we as theatre staff can control, such as the temperature of the building
and the cleanliness of the washrooms. However, there are limitations in
the things that staff control, such as whether a nearby patron happens to wear
too much perfume.
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.
FINANCIAL CONSIDERATIONS:
No financial implications are to be considered in this report.
BUSINESS UNITS CONSULTED AND
AFFECTED:
Markham
Markham
Markham
Corporate Quality and Effectiveness Office
ATTACHMENTS:
Copy of survey form used
Result graphs of customer survey data
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Barbara M. Roth, Director, Recreation and Culture Services |
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Jim Sales, Commissioner of Community and Fire Services |
Q:\Recreation\SITES\SIT029\Reports\2004 Theatre Survey
Results.doc
