NOAA CO-OPS Satisfaction Study
Fi l R t
Fi
na
l
R
epor
t
Summary
CO-OPS Customer Satisfaction Survey Goals
Measure CO-OPS customer satisfaction with current
products and services
Gain insight for future areas of focus
© 2009 CFI Group. All rights reserved.
2
Survey Background
ACSI Methodology
All scores and ratings are calculated using the methodology of the American
Customer Satisfaction Index (ACSI). The ACSI, established in 1994, is a
uniform, cross-industry measure of satisfaction with goods and services
available to U.S. consumers, including both the private and public sectors.
ACSI has measured more than 100 programs of federal government
agencies since 1999. The ACSI is produced through a partnership of the
University of Michigan Business School, the American Society for Quality and
the CFI Group, who collected and analyzed the CO-OPS data and produced
the final report.
Survey data were collected via links on NOAA Websites and email
invitations from May 13-June 10, 2009.
601 Responses collected
© 2009 CFI Group. All rights reserved.
3
Summary of Findings
The CO-OPS satisfaction score of 82.1 is strong and is much higher
than the
Aggregate 2008 Federal Government ACSI score of 68 9
than the
Aggregate 2008 Federal Government ACSI score of 68
.
9
.
Accuracy and timeliness are repeatedly the highest scoring attributes of
both Great Lakes and Marine and Coastal
p
roducts
,
while clarit
y
is fre
q
uentl
y
p, yqy
lower-scoring.
• For Marine and Coastal Products, timeliness and accuracy have the
highest impact on satisfaction.
•
Meeting needs and clarity have the highest impact on satisfaction for
•
Meeting needs and clarity have the highest impact on satisfaction for
Great Lakes products.
Among the examples of Great Lakes and Marine and Coastal products,
dllhllfhdl
respon
d
ents continua
ll
y rate t
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e visua
l
appea
l
o
f
t
h
e pro
d
ucts
l
owest.
© 2009 CFI Group. All rights reserved.
4
CO-OPS Customer Satisfaction Index Scores
ACSI
2.1
ACSIACSI
2.1
2.1
85 0
ACSI
ACSIACSI
Overall Satisfaction with NOAA CO-
85
.
0
82.2
B
U
T
E
S
OPS Program
How well the NOAA CO-OPS Program
ttti
78.378.3
A
T
T
R
I
mee
t
s expec
t
a
ti
ons
How the NOAA CO-OPS Program
co
m
pa
r
es
to
you
r
co
n
cept
o
f “i
dea
l”
“I really like COOPS. It contains information that I either cannot get elsewhere or is very difficult
to obtain otherwise. Please continue to do a great job!”
C
78.378.3
co pa es to you co cept o
dea
the ideal center
© 2009 CFI Group. All rights reserved.
5
-
C
ustomer Verbatim
Information Received from CO-OPS
Information Received from CO-OPS scores well, with both Accuracy and Reliability having high scores.
88.1
Information Received from
CO-OPS
n=562
89.0
Accuracy
87.0
Reliability
© 2009 CFI Group. All rights reserved.
6
Who are the CO-OPS Respondents?
Slightly over one-third (39%) of respondents reside in the Eastern region, with approximately one-quarter of
respondents living in either the Southern or Western region (27% and 23% respectively). Over one-third of
respondents (36%) fall in the Recreational Boating sector.
39%
Eastern Region
36%
Recreational Boating
Region Sector
39%
27%
23%
Eastern
Region
Southern Region
Western Region
13%
8%
6%
5%
5%
Federal Government
Private Consultant/Engineer
Academia
Professional Pilot
State and Local Government
6%
2%
2%
Central Region
Alaska Region
International
5%
3%
2%
1%
1%
State
and
Local
Government
Commercial Shipping
Military
K-12 Education
Utilities/Water Management
Region was determined from the respondent provided Zip Code
*
Small Sample Size
1%
Pacific Region
20%
Other Sector
© 2009 CFI Group. All rights reserved.
7
Who are the CO-OPS Respondents?
Approximately one-third of respondents (30%) identified their primary activity as Recreational boating/fishing. A large
number of respondents making up the Other category also identified their primary activity as something that would fit in
the recreational category, such as surfing, etc. Forty percent of respondents selected the East Coast as their primary
Primary Activity Geographic Area
geographic area of interest, followed by the Gulf Coast and West Coast, each at 18%.
30%
12%
9%
5%
5%
Recreational boating/fishing
Research
Coastal resident
Coastal resource management
Professional pilot
Fihtt t
40%
18%
18%
East Coast
Gulf Coast
West Coast
3%
3%
1%
1%
1%
1%
F
re
i
g
ht
t
ranspor
t
Tourism
Commercial fishing
Dredging
Passenger transport
Search and rescue
11%
3%
2%
Great Lakes
Pacific
Alaska
0%
0%
28%
Law enforcement
National defense
Other
2%
7%
Caribbean
Other Area
© 2009 CFI Group. All rights reserved.
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Comments from Satisfied Respondents
“Absolutely love the Great Lakes Water temperature real time data. Extremely useful
for my recreational fishing.”
“Good products. Can
'
t do without them!”
Good products. Can t do without them!
“Great job! It's wonderful that your extremely useful and timely products are available
to us on the Internet. “
“I truly trust your product and would like to be sure that it is always there for me.”
“Outstanding Tide Level predictions.”
Outstanding Tide Level predictions.
“Thank you NOAA folks for all your hard work. The information you provide is
invaluable.”
“Thanks for all the water level info!”
“Thanks! You have a wonderful website and very useful for those of us that live on or
Thanks! You have a wonderful website and very useful for those of us that live on or
close to the water. We really appreciate all the information that you gather for our
benefit.”
“The products are of great use and benefit. It is a good example of our taxes at work
for us.”
“This is an all-around great service to the nation and to the tidewater community. Keep
up the good work, and the constant attempts for improvement of data presentation.”
© 2009 CFI Group. All rights reserved.
9