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 Canada Beef (CB) conducted an online survey of stakeholders this past spring. “Scores reflected an improvement in almost every area we surveyed and we know that improved satisfaction over a broad range of measures is a good indication of an increased level of satisfaction with Canada Beef over the past year,” noted Michael Young, President, Canada Beef. “In fact, overall satisfaction with Canada Beef was rated at 78%, a 12% increase over the previous year’s survey—our thanks to the Canada Beef team. Their hard work is the reason we saw this increase.” The goal of the survey is to obtain feedback on awareness and the level of satisfaction stakeholders have with Canada Beef programs and services. This feedback supports program planning for the future. This is the second consecutive year a survey was conducted; survey results are most meaningful in a benchmarking approach where feedback is considered in terms of the trend through multi-year comparisons as opposed to looking at the results as “stand-alone” numbers. Survey invitations were sent by email to more than 236 stakeholders sourced from Canada Beef staff contact lists. Sectors represented by survey respondents were retail, foodservice, processing, distribution, government, national industry association and provincial producer associations. The survey was completed online directly by the respondent and 93 responses were received during the survey period of June to July 2020. This is a 39% response rate versus 56% in 2019. The survey team followed up with non-respondents but, due to the timing of the survey (during COVID-19), the response rate was lower as many survey invitees were not working from their office, on leave or had left their organization. Awareness Awareness is high. The majority of respondents (85%) considered themselves very or extremely familiar with Canada Beef versus 80% in the previous survey. “In the fall of 2019 we launched a monthly e-newsletter delivered to Canada Beef stakeholders, producers and interested industry members,” noted Young. “Newsletter content included program and market updates, information about resources and services as well as upcoming events; this monthly update is dedicated to increasing the awareness of Canada Beef’s projects and initiatives. The newsletter also supports providing information to stakeholders so they can see where their dollars are being used.” Of those surveyed, 55% (versus 69% in 2019) of respondent organizations had utilized the services of Canada Beef at least moderately in the past year. The decline in utilization of services was attributed to the impact of COVID as many stakeholders dramatically changed the way they did business in the months preceding the survey. Overall Satisfaction Overall satisfaction with Canada Beef has improved—91% (versus 81% in 2019) of respondents indicated they were satisfied or very satisfied with CB’s overall contribution. The survey also asked respondents to rank their satisfaction with the knowledge and skills of Canada Beef staff—67% of respondents said they were very satisfied; 68% said they were very satisfied with staff responsiveness. This is an increase from the previous year’s survey; in 2019, 60% of respondents stated they were very satisfied with the performance in these areas. Programs and Services Respondents were asked about their satisfaction with the following programs and services:
Resources and Materials Respondents were asked about their satisfaction with Canada Beef’s resources and materials. These included:
Social Media, Web and Apps Respondents were asked about their satisfaction with the following online resources:
All Measures Satisfaction Index The all measures satisfaction index was created by averaging results for the Canada Beef organizational measures with those for the major initiative categories. This approach produced an improved value of 78% versus 66% in the 2019 Canada Beef Stakeholder Satisfaction Survey.  Back to main page |
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