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The City of Farmington’s Department of Parks, Recreation, & Cultural Affairs ( COF PRCA) PIPP (Public Information Process Policy) May 1, 2014 Process & Policy for Public Information, Community Relations, & Marketing ---PAGE BREAK--- City of Farmington Parks Recreation, and Cultural Affairs PIPP Guide Public Information Process Policy including Community Relations, & Marketing Revised 5/1/2014 The main objective of Farmington’s Parks, Recreation, and Cultural Affairs Marketing Division is to increase visibility and establish consistent branding of PRCA services, classes, events, attendance, generate revenue, and form partnerships beneficial to the Department. It is the goal of COF PRCA to communicate and market all available programming in order for the citizens of Farmington, NM to fully access and utilize the programs and leisure facilities that are currently available. In our effort to understand our accomplishment of this goal it is imperative that we listen to our customers and identify trends to better deliver service now and in the future. Our process involves several on going listening systems for the over all management of our customers positive and memorable experience. 1. Customer Complaint/Compliment 2. Facility and Program Satisfaction Metrics 3. Annual Importance/Performance Metrics 4. Focus Groups This document provides the procedures for supervisors and employees for capturing, tracking analyzing, and use of this date for improvement. The purpose of the PIP Guide is to develop and follow a standard protocol for Customer Service Management. Our process for gathering information is illustrated on the next page which will direct the high level of the process and key steps in the implementation. 1 ---PAGE BREAK--- Standards of Operations – 5/1/2014 Customer Facility Satisfaction Program Service Satisfaction Complaints; Compliments Focus Groups Collect Data Analyze Determine Improvement Opportunities Improve Process Measure Results 2 ---PAGE BREAK--- Methods Customer Complaints/Compliments On the official City of Farmington website, www.fmtn.org, the public is invited to “Report a Concern” through the RequestTracker log available for use to the general public. That information is then collected by the Customer Care Specialist, logged, and relevant items are distributed to the Department Heads to address and handle appropriately. COFPRCA Graffiti hotline is available in the phone book, and on the official City of Farmington parks webpage, www.fmtn.org/parks. When a graffiti concern is reported, a graffiti report form is filled out, and entered into a database that is available for the COFPRCA Department Administrators to maintain. Telephone calls or emails to COFPRCA Letters via USPS Units - All Tool – Online, phone, emails, or letters Methodology – Centralized tracking needs to be implemented Accountability – Staff to generate reports and present data for discussion each month Review Cycle – TBD Outcomes – Identify opportunities to improve service delivery and watch emerging trends. This data can be used to update business plans or make mid year program corrections. Data can also be used for annual monitoring. Facility/Program Satisfaction Secret Shopper Special Event Short survey Units – All except Parks Tool – Secret shopper packets, surveys Methodology – Initiate shoppers to go to all facilities once every 3 months. Staff conducting programs, services, and special events should actively solicit citizen input by completing a variety of surveys including, but not limited to: online surveys, in person surveys, paper surveys, and observational surveys that are conducted while the program, service, and/or special event is in progress . Accountability – Each Secret Shopper round will be facilitated by a different Division Head each time Secret Shopper Program is scheduled. Staff is needed to initiate customer contact and collect data at special events. Staff will provide tracking database. Staff should compile all survey data and discuss during an After-Action Meeting. Review Cycle – Every 3 months Outcomes – Identify opportunities to improve service delivery and watch emerging trends. Focus Groups Conduct focus groups, designed for Master Plan, each year to survey “how are we doing?” Units - All Tool – Scripted and facilitated focus groups Methodology – Determine as needed and will require solicitation of a panel from past participants. Accountability – Request generated by staff, but facilitated by someone outside of the immediate Agency. Review Cycle – Upon completion of focus group and analysis of information provided. Outcomes – Identify specific opportunities to improve service delivery. This data can usually be acted upon quickly to achieve desired results. This is also beneficial for enw programs and long term challenges. 3 ---PAGE BREAK--- Data Collection 1. Staff should utilized citizen input when completing and After-Action Form. 2. If staff decides that changes or additions to programs, services, and/or special events should occur based on citizen feedback, the staff should use the following process: a. Do the opportunities meet the goals and the objectives of the department? b. Do the opportunities meet the 5 Program and Service Determinants? c. Are the opportunities feasible? d. If yes to a-c: develop and implement changes or additions to program, service, and/or special event. e. Evaluate changes or additions for success. Goals Clearly define methods for collecting data Define responsibilities for collecting, analyzing, and reporting Communicate how data fits into other systems within the organization Respond to request with defined timelines Provide standardized venues for customer communication Provide fact based information for management decisions Schedule of Activities for Focus Groups and Secret Shopper Secret Shopper Focus Groups After Action Meetings review Mar 2014 x x 4 Apr 2014 May 2014 x Jun 2014 Jul 2014 x x Aug 2014 Sep 2014 x Oct 2014 x Nov 2014 x Dec 2014 Jan 2015 x x Mar 2015 x x Meetings will be held after each evaluated event Survey and Quantities Service Gaps - All Facility Satisfaction – 75% Program Satisfaction – 62%