ACSI Arrives at NIH—CIT to Evaluate Web Sites

CIT, NIH, and HHS will soon begin evaluating the NIH Portal and selected NIH web sites using the American Customer Satisfaction Index (ACSI) survey. Some of the 60 sites from across NIH to be studied are major public access points, while others offer information for smaller, specialized audiences. Agency officials approved the use of set-aside evaluation funds for this project to measure customer satisfaction and to improve service.

CIT will measure customer satisfaction for the NIH Portal and the following CIT six web sites:

cit.nih.gov
security.nih.gov
isdp.cit.nih.gov
antivirus.cit.nih.gov
datacenter.cit.nih.gov
cit.nih.gov/nw-tc.html#

What Is ACSI?

The ACSI survey—a respected indicator of customer satisfaction in the United States—is based on research from the University of Michigan Business School. ACSI has been used at over 100 federal sites (e.g., FirstGov.gov, NASA, and the US Department of State). NIH organizations that have used ACSI to measure and improve customer service include the National Cancer Institute and the National Library of Medicine's MedlinePlus.

To ensure unbiased sampling and analysis, NIH is working with ForeSee Results, a private company focused on web-based customer satisfaction management. ForeSee Results uses the ACSI methodology. The goals of the CIT surveys are to:

• measure user satisfaction with the specific site


• determine who is coming to the site and why


• learn whether they find the information they need

CIT will use the results of the survey, along with future usability testing, to:

• determine what changes should be made to improve the sitest


• ensure that content and organization meet user needs


• measure the effects on customer satisfaction of any changes made

How the Survey Is Done

The ACSI survey is delivered randomly to visitors of selected CIT sites and will remain on selected CIT web sites through the evaluation period. The survey is a pop-up questionnaire that takes only about 2-3 minutes to complete.

The selected users will receive an unobtrusive invitation in their web browser, which they may accept or decline with a single click. If declined, the invitation simply disappears. If the user accepts, a new window pops up with questions including the user's level of satisfaction with the site. Users cannot be individually identified by the testing system, so all responses are confidential. Participation in the survey is completely voluntary, and those who do not wish to respond will see no effect on their ability to access information.

Cookies Approved for ACSI

In January 2005, NIH received permission from the Office of the Secretary, HHS, to employ "persistent cookies" for the ACSI survey. A "persistent cookie" is code stored on a user's personal computer that the web site will recognize when that user returns for another visit.

Specifically, the cookie will:

• block the repeated delivery of the survey either in the current visit or in any subsequent visit within a certain number of days


• record only that the visitor had the opportunity to answer the survey questions

The cookie will not:

• collect any information about visitors


• track the web-surfing activities of visitors


• indicate whether a visitor answered any questions, or record any answers given

Users may take the survey without accepting cookies. However, users who won't allow the cookie to be placed on their computers may get the survey again when returning to the site.

Thanks for Helping Us Help You

CIT looks forward to full participation in this important trans-NIH initiative. We are committed to using the ACSI evaluation results to improve our web sites.