HomeMy WebLinkAbout06 - Citizen SurveyCITY OF NEWPORT BEACH
CITY COUNCIL STAFF REPORT
Agenda Item No.
October 9, 2007
TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: City Manager's Office
Homer Bludau, City Manager
949/644 -3000 or hbludau@city.newport- beach.ca.us
Administrative Services Department
Dennis C. Danner, Administrative Services Director (949) 644 -3123
ddanner@city.newport-beach.ca.us
SUBJECT: Citizen Survey Award of Contract
ISSUE:
Should the City retain the services of ETC Institute to conduct a Citizen Satisfaction
Survey?
RECOMMENDATION:
Retain the services of ETC Institute to conduct a Citizen Satisfaction Survey of services
provided to the residents and customers of the City of Newport Beach.
DISCUSSION:
On Saturday, March 24, 2007, the City Council held a Special Meeting in the Friends
Room of the Central Library to consider establishing its priorities for the upcoming fiscal
year (July 2, 2007 — June 30, 2008). Public input was obtained throughout the meeting.
At a regular City Council Meeting held on April 24, 2007, the City Council formally
adopted the priorities established at the Special Meeting of March 24th. One of the
priorities was defined as follows:
Institute an Organizational Performance Improvement Effort through
the identification of service benchmarks and data gathering to
measure organizational effectiveness.
This priority was referred to the City Council Finance Committee to further define the
initiative and to develop a scope of work and timeframe to achieve the objectives of the
initiative. To date the City Council Finance Committee has held numerous meetings to
discuss the initiative and determine how to proceed with the scope of work.
Citizen Survey Award of Contract
October 9, 2007
Page 2
On July 10, 2007, the City Council retained the services of Mr. Phil Batchelor to assist
the City in implementing this initiative. It was determined that there were three key areas
of the initiative as follows:
1. Understand the level of satisfaction that the citizens of Newport Beach have with
the City services that are being provided to them.
2. Establish goals for each of the program areas that the City provides by setting
performance measurements that will provide competent, responsive and
courteous services to the public in the most cost effective and efficient manner
possible.
3. Perform an assessment of the existing service delivery systems to determine
what actions should be taken to improve the overall productivity of the
organization, systems, procedures, staffing, facilities and operations of the City of
Newport Beach.
To address the level of satisfaction of City services a Request For Quotation (RFQ) for
a Citizen Survey was issued on July 27, 2007 with a response date of August 31, 2007.
Seven responses to the RFQ were received. Staff met with Mr. Batchelor on September
7, 2007 to review the responses and to pick the top three proposers for a further
interview by the City Finance Committee. Those interviews were conducted on
September 21, 2007 and the Committee met a second time on September 27, 2007 to
make its final selection of the firm to conduct the Survey. The ETC Institute was
selected by the Finance Committee for recommendation to the City Council to award a
contract to conduct the Survey.
FUNDING AVAILABILITY:
The cost of the Survey is $19,855. Funds for this Survey are included in the current City
Budget.
Submitted by:
Homer L. BI au, City Manager
Attachment Consultant Proposal
Dennis C. Danner, Administrative Services
Director
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Sept 22, 2007 .
Phil Batchelor
City of Newport Beach
P.O. Box 1768
Newport Beach, California 92658
Subject: Best and Final Offer to Conduct a Citizen Survey from ETC Institute
Dear Mr. Batchelor:
In response to your request, I have briefly summarized the services that ETC
Institute will provide and our fees below:
1) Design and Administer a Citizen Survey: ETC Institute will work with
the City of Newport Beach to. design a survey that is up to 15 minutes in
length. ETC Institute will administer the survey by a combination of mail
and phone to a fixed sample of 1800 randomly selected households. Our
firm will guarantee at least 600 completed surveys (or a 33% response
rate). Specific elements of our survey administration process are listed
below:
• ETC Institute will select a random sample of 1800 households to be
included in the survey
• Before the surveys are mailed, ETC Institute will place a 20 -second
automated call to each of the 1800 households that are selected to
receive the survey
• ETC Institute will then mail a cover letter, survey, and a postage paid
return -reply envelope to each of these 1800 households
• Seven days after the surveys are mailed, interviewers in ETC
Institute's call center will contact each of the households that received
a survey. Household that indicate they have already completed the
survey will be thanked. Those that have not completed the survey will
be asked to participate by phone. The Administration of the survey
will be conducted in- house.
ETC Institute will conduct phone surveys until a minimum of 600 of the
1800 households have completed the survey. If the response rate is
higher than 33 %, all additional surveys that are completed will be
processed at no additional charge.
The mail /phone method will yield a higher response rate than either the
phone only or mail only methods. The demographic composition of the
completed survey sample will also more accurately reflect the
demographic composition of the community.
Total fee (15- minute survey; 600 completes): $12,850
2) Geocoding and GIS Mapping. ETC Institute will geocode the home
address of respondents to the survey and prepare up to 40 maps that
show the results of the survey on maps of the City. At a minimum, ETC
Institute will show the results of the survey by Census Block Group and by
Council District. This will allow each City Council member to see the
results for his/her district. it will also allow City staff to see the results for
other subregions of the City that may have distinct socio - economic
differences.
Total fee (GIS Mapping): $2,450
3) Develop Performance Measures. ETC Institute will develop composite
performance measurements for major city departments and the City as a
whole. The composite performance indices will be similar to the U.S.
Consumer Price Index. The results for the 2007 survey will serve as a
Base Year (2007 =100). Changes in the survey over time will be reported
compared to the base year. These performance indices will allow City
leaders to see the "big picture" regarding how well that City performance
is changing over time. A sample index from the City of Olathe is provided
below.
Overall satisfaction Index
2000 thru 2006
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Total fee (Performance Measure): $1,750
4) Benchmarking /Normative Comparisons. ETC Institute will provide the
City of Newport Beach with three types of benchmarking data:
National comparisons: The results from Newport Beach will be
compared to results of ETC Institute's national DirectionFinder®
Survey that was administered to a random sample of more than
2,000 U.S. residents during July 2007. ETC Institute will show how
the results from the City of Newport compare to a true national
average for medium -sized U.S. cities (population of 50,000-
150,000).
California comparisons: The results from Newport Beach will be
compared to results of ETC Institute's regional Direction Finder®
that was administered to a random sample of 500 California
residents during July 2007. ETC Institute will show how the results
from the City of Newport compare to a true average for the state of
California.
Head -to -Head Comparisons that Are Tailored to Your Needs:
Since all cities have some differences, there is never a "perfect"
way to compare communities. In order to provide the best
comparison possible, ETC Institute will work with the City of
Newport Beach'to identify 20 communities from our
DirectionFinderOD database that would provide a good basis for
comparisons plus up to 5 other cities that are not in our database.
Communities included in the "head -to -head" benchmarking group
will be selected based on the location, population, average
household income, and other variables as appropriate. Some of
the medium -sized communities in ETC Institute's DirectionFinder 0
database where (1) the average income is in the top 25% of all U.S.
cities, (2) at least 50% of the adult population has a college degree,
(3) the community is tourist- oriented, and /or (4) the community is
located in a California/another coastal area are listed below:
•
Auburn, Alabama
• Battle Creek, Michigan
• Bend, Oregon
• Bloomington, Indiana
• Branson, Missouri
• Bridgeport, Connecticut
• Brunswick, Maine
• Casa Grande, Arizona
• Casper, Wyoming
• Cedar Rapids, Iowa
• Champaign, Illinois
• Chandler, Arizona
• Charlottesville, Virginia
• Claremont, New Hamp.
• Clearwater, Florida
• Coconut (reek, Florida
• Columbia, Missouri
• Deerfield, Illinois
• Des Plaines, Illinois
• Downers Grove, Illinois
• East Providence, RI
• Edina, Minnesota
• Elk Grove Village, Illinois
• Flagstaff, Arizona
• Fredericksburg, Virginia
• Galveston, Texas
• Greenville, South Carolina
• Guilford County, NC
• High Point, North Carolina
• Indio, California
• Jackson, Wyoming
•
Providence, Rhode Island
• Johnson County, Kansas
•
Provo, Utah
• Key Biscayne, Florida
•
Rapid City, South Dakota
• Lawrence, Kansas
•
Ramsey, Minnesota
• Leawood, Kansas
•
Rockville, Maryland
• Martha's Vineyard, Mass.
•
Rutland, Vermont
• Mount Dora, Florida
•
San Bernardino, California
• Mount Pleasant, Michigan
.
San Diego, California
• Naperville, Illinois
•
Shoreline, Washington
• Natick, Massachusetts
•
Sioux Falls, South Dakota
• New Haven, Connecticut
•
South Burlington, Vermont
• Newport, Rhode Island
•
Springfield, Missouri
• Norman, Oklahoma
•
St Charles, Missouri
• O'Fallon, Missouri
•
Tamarac, Florida
• Olathe, Kansas
•
Tempe, Arizona
• Olivette, Missouri
•
The Colony, Texas
• Ormond Beach, Florida
•
Tulsa, Oklahoma
• Overland Park, Kansas
•
Urbana, Illinois
• Palm Desert, California
•
Victor, New York
• Peoria, Arizona
•
Virginia Beach, Virginia
• Portland, Oregon
•
West Des Moines, Iowa
• Prairie Village, Kansas
•
Westchester County, New York
• Princeton, New Jersey'
•
Wilmington, North Carolina
In addition to the cities listed above, ETC Institute will let the City of
Newport Beach pick up to five other communities to be included in the
comparisons. ETC Institute will contact the five additional cities and
obtain the results of their most recent community survey (which are almost
always a public record) and incorporate the findings into our
benchmarking report.
Total fee (Benchmarking): No Charge — included with basic services
5) Importance - Satisfaction Priorities Analysis. Although it is important to
understand how satisfied residents are with city services, it is equally
important to understand the importance that residents place on
improvements in city services. Just because satisfaction ratings are low,
does not mean that the priority for improvement should be high. ETC
Institute's Importance- Satisfaction Rating and Matrix analysis will help city
leaders prioritize investment by assessing both the level of satisfaction
and relative importance residents place on specific services. In other
words, if the City of Newport Beach had Just one dollar to invests
where will that dollar have the most positive Impact on customer
satisfaction with city services. Examples of this analysis are provided
on pages 14 -15 of the Scope of Work in Section 3 of our proposal.
Total fee (1 -S Analysis): No Charge — included with basic services
6) Surveys of key customer groups and/or special interest groups.
ETC Institute will conduct open- ended, one-on -one interviews with 30
representatives of key customer groups and or special interest groups in
the city. The interviews will be conduct by phone and ETC Institute will
prepare a report that summarizes the findings.
Total fee (30 Key Customer Group Surveys): $2,805
COSTSUMMARY
A summary of ETC Institute's fees are listed below.
$12,850 Administer Survey (15- minutes in length to 600 households)
$ 2,450 GIS Maps
$ 1,750 Performance Measurements
$ included Benchmarking
$ included I -S Priorities Analysis
$ 2,805 Key Customer Survevs
$19,855 TOTAL FOR ALL SERVICES
SCHEDULE
ETC Institute can complete the survey and.present the final report within 30 days
from the time the survey is approved by the City.
CLOSING
We certainly appreciate your consideration of our proposal. If you have any
questions, please let me know.
Sincerely,
Chris Tatham, Vice President
ctatham(cDetcinstitue.com
913 - 829 -1215