The survey is designed to be taken by key team members who are part of your organization.Ideally, those who complete the survey will first read the book to understand the ideas that are the basis for the questionnaire. There is value to be gained from all levels in the organization:

1. Leaders – they are responsible for sharing vision/purpose and for leading other team members

2. Team Members – they experience being part of the organizational culture as well as interacting with customers and the community

3. Other Internal Stakeholders - this includes board members, donors, volunteers, and others who are a part of fulfilling the purpose of the organization. Some of the questions on the survey require internal stakeholders (leaders and team members) to give their perceptions of the opinions of customers and community members. They should answer drawing on what they know from customer interaction and all of their experiences. Their responses to these questions are still valuable but must be evaluated with the understanding that they are putting themselves into the mind of the customer and making some assumptions. 

Ideally, the organization should also obtain feedback on these issues from actual customers and community members.

Apply the Survey to the Context

In this tool, the word “customer” is used for simplicity (rather than using multiple words/options each time the concept is mentioned). For businesses, this may refer to consumers or business-to-business customers. In other cases, the term may be best interpreted as“constituents,” “supporters,” “members,” “donors,” etc. When “customer” is used, it refers to those your organization serves – by providing products or services. In this tool “organization” is also used for simplicity and clarity.

For many of you, this is best interpreted as “company” or “business.” For some, it may be “church,” or “association.” In this tool, the designation “team member” is likewise used to make it simple. In your situation, these might be “employees,” or “volunteers.” When “team member” is used, it refers to those who work together as a team to fulfill the vision of your organization. The concept of “sales” likewise may refer also to acquiring new members, patients, donors, etc.

INSTRUCTIONS FOR INVITING TEAM MEMBERS TO COMPLETE THE SURVEY

It is critically important to create a “safe context” for team members to complete the survey. Only honest and candid responses will be of value. Leadership must provide the safety of anonymity as much as possible and share that the purpose is to help us close the gap between what we say we want to be known for and what we are actually known for.