Washington, D.C. — The United States Mint today released a summary of results from its second nationwide customer satisfaction survey conducted by the national survey research firm of Schulman, Ronca and Bucuvalas, Inc. (SRBI). The 1997 survey, based on a random sample of 1,100 U.S. Mint numismatic customers, follows up a similar survey conducted in 1995. “Results of the first survey in 1995 confirmed the quality of our products,” said Mint Director Philip N. Diehl. “The 1997 survey confirms the improvements we’ve made in customer service, and highlights areas where our customers would like to see further improvement.” SRBI found that these “customer surveys show measurable increases in customer ratings of the U.S. Mint” since 1995, including increases in customer ratings of “excellent” or “very good” for:
* delivery reliability (from 81% in 1995 to 90% in 1997)
* responsiveness to customers (from 74% to 81%)
* customer service (from 78% to 84%)
* prices (from 55% to 61%), and
* timely delivery (from 72% to 77%).
The Mint also maintained very high ratings for order accuracy and product quality: 95% and 92%, respectively, in 1997. Only in one area did the Mint’s ratings slip: handling complaints, from 77% in 1995 to 73% in 1997.
The survey also rated the U.S. Mint’s performance versus other national and private mints and other collectible suppliers. Among Mint customers who have purchased products from other mints in the past two years, the U.S. Mint out-performed other mints in both product quality and price. By three-to-one (38% to 13%), customers rated U.S. Mint products superior in quality to other mints’ products and rated U.S. Mint prices as better or much better by two-to-one (42% to 20%).
In comparing U.S. Mint products with other, non-coin collectibles, customers rated the U.S. Mint’s product quality and prices superior by a wide margin: 37% to 2% for product quality and 38% to 10% for prices.
The survey also found that 67% of Mint customers will “definitely order” again in the next two years while another 27% say they will “probably order” a Mint product in that period. Sixty percent expressed support for a “preferred customer” program that rewards customers for frequent purchases. More than one-third have access to the Internet, and 7% have made purchases on-line.
When customers were asked to suggest the “most important” ways for the Mint to improve, 48% could not think of a suggestion. Of those who did, 25% suggested further improvements in order delivery and 26% identified price. Another 22% suggested reducing the number of commemorative coins offered.
In summary, SRBI concludes that the 1997 survey demonstrates “a high level of customer satisfaction with the U.S. Mint’s product, price and delivery system . . . [T]he Mint can expect an extraordinary level of customer retention among its current customers.”
Press inquiries: Michael White (202) 354-7222
Customer Service information: (800) USA MINT (872-6468)