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Gathering Feedback from Stakeholders.

Listening to citizens is the key to improving quality. – Vice President of the United States of America, Al Gore, Rotterdam, 2004

The task of every organization is to focus on its key results, such as organizational values, citizen/customer satisfaction with the services provided, costs, reputation, etc., depending on the type of public administration organization.

Achieving positive trends is conditional upon the organization’s maximum effort to meet the expectations of customers/citizens and other stakeholders, which cannot be accomplished without the systematic collection of feedback. Feedback is an essential part of communication, both verbal and non-verbal. It should answer the question of whether the organization is moving in the right direction.

Feedback can be characterized as a set of collected positive or negative information about the behaviour or activities of individuals or groups and their level of satisfaction. This information serves as a basis for preparing steps that lead to the improvement of behaviour or activities. The most important source of information for obtaining relevant feedback is the people you wish to reach, the so-called target group. Through feedback, a large amount of information is obtained that can be used to support the improvement of activities within the organization.

For the successful functioning and continuous development of an organization, it is essential to identify the expectations of stakeholders and to monitor and improve the level of their satisfaction, i.e. their positive perception of the organization. For this reason, it is necessary to identify a set of evaluation criteria and a system for monitoring them. Based on these, organizations are able to:

identify how their organization is perceived by all key stakeholders, including employees, customers and others who contribute to the operation and success of the organization, determine how the provision of services or other outputs meets the expectations (requirements) of stakeholders, identify, on the basis of findings, ideas for improvement, the result of which will be increased satisfaction.

The main objective of the methodological guide Gathering Feedback from Stakeholders is to familiarize all those who are interested in improving their organization with the basic reasons for and impacts of carrying out perception measurement (satisfaction measurement) of selected target groups (customers/citizens, employees and the surrounding society), and to inform them about methods for monitoring satisfaction. The guide also aims to support the process of implementing satisfaction monitoring, for example through survey methods such as questionnaires and structured interviews, as well as methods for their evaluation.