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8/9/2019 Report - Family Central - Focus Group Findings w Hispanic Group
http://slidepdf.com/reader/full/report-family-central-focus-group-findings-w-hispanic-group 1/38
Clarocision Research & Marketing
For
Family Central Inc(West Palm Beach)
July 2010
Clarocision Research & Marketing
954-741-2234• www.crmfirm.com
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8/9/2019 Report - Family Central - Focus Group Findings w Hispanic Group
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
• Further to assess the general marketperception and brand of Family Central
regarding their services
• To gain insight from Family Central’s clientson how services could be improved
8/9/2019 Report - Family Central - Focus Group Findings w Hispanic Group
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Who? Parents receiving services from Family
Central
What? Three Focus Groups
Where? Belle GladeWest Palm Beach- English & Spanish
When? June 30, 2010 – Belle Glade
July 1, 2010 – West Palm Beach
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
The name Family Central is clearly branded. When the
respondents thought of the name there were specificservices that came to mind.
In branding however, it is critical that the consumerpresence of mind fits the message that the organization
wishes to communicate hence the brand becomesconfused.
Family Central seems to have a problem at this level.
Most people saw Family Central not as a referral
service but rather as a provider of such services aschildcare, VPK, after care, financial assistance, Etc.
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Hispanics lack awareness of many of the services and
programs offered through Family Central; with most only aware of day care, and a few aware of VPK and after care.
Hispanics feel that there should be more Spanish speakingcustomer service agents both at the reception and on thetelephone; and often are frustrated and upset when there is
no one that understands them and/ or have to wait longer fora Spanish speaking agent to assist them.
There is limited written information available in Spanish; withmost brochures written in English. Also, applications areoften given to them in English and therefore not properly
filled out which causes either delays or missed opportunities.
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Parents praise Family Central for providing the opportunity for
their children to live a healthier, safer , and have a more educated
life; as such a happier life for the entire family that could not bepossible without the support of Family Central.
Parents expressed immense gratitude for making
theirs’ and their children’s lives better.
Interesting to note that Hispanics call Family Central, Family
Center; which implies positive connotations such as:
“a place to gather with caring individuals”
“a place that provides resolve and comfort”
“a place that unifies and provides hope”
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Level of AwarenessWhen you hear the name Family Central whatcomes to mind? (Bombardment perception exercise)
Responses:◦ Center where families go for help (BG, WP S) ◦ Center that provides family programs (BG, WP S) ◦ A Place where services are provided to help parents and children
within the community (BG) ◦ A place that gives moms the opportunity to work, because their
children are being taken care of in a safe and nurturing way. (WP S)
◦ A Place that provides Day care services (WP E) ◦ Provides family support services (WP E) ◦ Provides financial assistance in child care (WP E) ◦ Provides help with food and clothing (WP E) ◦ Provides children with safe and nurturing child care (WP S) ◦ Provides children with educational programs (WP S)
Review of Key Findings
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Family Central:• Provides very good customer service (WP E)
• Provides a range of childcare facilities that parents
can choose from (WP E & S)
• Creates a great family atmosphere (WP E & S)
• Provides financial aid (BG, WP S)
• Affordable fees (BG, WP S)
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Family Central: Has local office in the community (BG, WP S)
Selects quality childcare facilities (WP S)
Monitors facilities to ensure high level of quality (WP S)
Fast eligibility process (WP S) Systematically organized (applying through approval)
(WP S)
Good coordination between Family Central and the services and programs provided (WP S)
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
• The reapplication process is seen as a negative (WP E & S)
• The frequency of having to re apply is frustrating (WP S)
• Too much red tapes to get into the program (BG)
(qualification process, paper work, wait time,processing time is long, etc)
• Follow up communication process is not adequate (BG)
• There is the sense that everybody should qualify (BG)
• Parents have to follow up closely to ensure that they are on the list (WP E & S)
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
• Messages left on the telephone take too long to be returned (WP S)
• Customer service agents often place parent either on hold for a long time or hang up on them after a long waiting period.(WP S)
• Not enough Spanish speaking customer service agents (WP S)
• Most brochures are written in English (WP S)
• Customer service agents are often rude and not helpful (WP S)
• Too often, customer service agents are giving Hispanics English language applications instead of Spanish language applications (WP S )
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ALL= All groups
BG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Answers:• Day care (BG, WP S) • Before care (BG) • After care (BG, WP S*) • Vouchers and Financial aid certificates (BG) • Counseling services (WP E) • Childcare services (WP E & S) • Food and clothing services (WP E) • Housing assistance (WP E) • Medical referral services (WP E) • Referral support services (WP E) • VPK services (WP E & S) *Only a few
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Describe your level of satisfaction with the services that you
have participated in from Family Central
Most people rate their satisfaction with Family Central services
as above average. Hispanics level of satisfaction of the company
is high; however low levels in regards to customer service.
Level of Satisfaction of the VPK services
VPK- Some were unaware of the program – need more
information on what this program offers (BG)
The ones who were aware were very satisfied (WP E & S)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
• There was the general feeling that education process is not effective-7 out of 10 did not feel the educational process is effective. (BG)
• The information packet has too much information and
it is not very easy to find the important information (BG, WP S)
• Level of education received was rated as low (BG, WP E) Conversely, the Spanish parents consider they are well
versed by Family Central in determining quality child care and select the facility based on this most important criteria. (WP S)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
What might be some reasons you might not be
able to participate in activities or servicesprovided by Family?
•Length of wait time (BG)
•
Qualification process (BG)•Re-certification and accountability process (BG, WP S)
•Dis-incentivizes economic mobility (WP E)
•No grace period when one looses a job (WP E)
•Transfer of child delayed due to paperwork not completed in
time and sent to a new facility (WP S)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
What might be some reasons you might not be
able to participate in activities or services
provided by Family?
•Income and expense analysis should be used to determine
eligibility for services (WP E & S)
•Poor customer service (WP E & S)- sometimes people are
double booked
•Not informed or aware of the service due to language barrier
(WP S)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
•When people walk in to drop of papers there are too many forms to
fill out. Hence people choose not to walk in but to mail in (WP E & S)
•A lot of bureaucracy & red tape due to the paperwork that is required
every 6 months (BG, WP S)
Barriers to receiving ServicesCont’d
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
What impact has child care financial assistance for
VPK had on you and your children?
• Allows us to get a job and keep it • Kids learn discipline • Kids learn to work and play with each other
• Social interaction • Program Educates & helps with home work • Prepares kids for kindergarten (skills and determination) • Gives parents peace of mind • Kids have fun and are happier
• Provides activities for kids • Parents have some time to do important tasks
• Allows parents to get educated and get a career
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
What could make the services offered by FamilyCentral better?
• They could automatically add new children (siblings) to the program for people who are already on the program (WP E & S)
• Could extend the re application process from every 2
months to every 6 months (WP S) • Their customer service could be better (WP E & S)
• They could still offer child care when parents are off work (WP E)
• Their follow up process could be more efficient (WP E)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
• Could simplify the qualification process (BG, WP S)
•
Could simplify the paperwork (BG) • Periodically send out brochures or communication to
educate parents about services (BG, WP S)
• Arrange open house with providers and parents (BG, WP S)
• Make homes open so parents can see how they operate before choice is made (BG)
• Set up a program to have parents evaluate Providers services (BG)
• Help to identify facilities that meet specific guidelines to
ensure that kids are optimally prepared for early childhood education (BG)
• They could have more mature and experienced social workers
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Describe the quality of customer service youreceive from Family Central?
•
“ The wait is very long” • “May be they have caller ID to see who is calling”
• “The counselors are good”
• “They give me the information that I want.”
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Describe the quality of customer service you
receive from family central?
“ Sometimes it’s OK, but mostly I get frustrated because there
isn’t someone that can help me because they don’t speak
Spanish.” (WP S)
“I feel that because I am Hispanic they ignore me; make me feel
less of a person.”(WP S)
“ I suggest that they hire more people who really care about
people, that are passionate about helping others.” (WP S)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
If Family Central were to implement a process where clientscannot leave a message after hours, where you would have
to seek to get your questions answered during workinghours how would that impact you as a client?Response:• Because of work it would be difficult to make calls in the days.
• An after-hours answering service would help where you speak to
a live person (4 in 12 preferred this option)
• Some would prefer to have the ability to call anytime even if they have to leave a message
• We probably would lose our jobs if we took time out to call
• Voice mail works fine for some; but not for the Spanish speakers.
• 24 hour service line would help
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Evaluation of Brochure (Referral Services Brochure)
Brochure- no one had seen it before (ALL)
The images on the front were good with the cute baby-but too much information on the inside- I would not read it. (ALL)
Brochures did not tell us about the nanny program (ALL)
Spanish translation should be on one panel; as the current orderis confusing (WP S)
The entire brochure should be translated in Spanish; currently onlythe services and programs offered.(WP S)
Child care resources and referral- is a good slogan (ALL)
Less content and more image- use bullet points (ALL)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Evaluation of Brochure (Referral Services Brochure)
Message on front cover is clear and it grabs your attention
(ALL)
The pictures are inviting and friendly (ALL)
Creates a warm and caring feeling (ALL)
Some thought that some of the other services mentioneddid not refer to them; with the Spanish parents agreeingthat it “speaks to” the providers and not the parents.
The information seems misleading that FREE services are
provided for everyone (ALL). Most were not aware of thisand did not understand what this really was all about.
If I am not looking for child care I would not read –toomuch information (BG)
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Family Central has a clear brand perception of providing childcare and family services to thecommunity.
Family Central is seen not as a referral service but as a
service provider for child care, family care, VPK andfinancial assistance
There is the need to clarify the role of DCF with theservices that Family Central provides
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Clients are generally satisfied with Family Central’sservices however Family Central could Improve incertain specific areas:
◦ Customer Service
◦ Follow up and Communication
◦ Messaging
◦ A Simplified qualifications process
◦ More deliberate education process for services offered
◦ More Spanish language information◦ More Spanish speaking customer service agents
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
Most respondents saw some clear barriers to accessingsome of services provided by Family Central. Some suchbarriers are…
◦ Length of wait time◦ Qualification process◦ Re-certification and accountability process◦
Dis-incentivizes economic mobility◦ No grace period when one looses a job◦ Income and expense analysis should be used to determine
eligibility for services (WPE)◦ Poor customer service - sometimes people are double booked◦ When people walk in to drop off papers there are too many
forms to fill out. Hence people choose not to walk in but to
mail in◦ Lot of bureaucracy & red tape due to the paperwork that isrequired every 6 months
◦ Insufficient Spanish speakers and Spanish languageinformation
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
The positive impact of Family Central Services on its clients
is unquestionable and this is something that should beharnessed in its communication pieces. Some elements of such impact are. . .
The services allow parents to get a job and keep it
The programs help children learn discipline The programs help children learn to work and play The programs assist children to develop social interaction The programs educate, children and prepare them for
school. The programs give parents peace of mind The programs provide parents with alternatives for after
school and summer activities for their children Allows parents to get educated and get a career
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ALL= All groupsBG =Bell GladeWP E= West Palm/EnglishWP S= West Palm/Spanish
The packages and collateral pieces that Family Central uses tocommunicate with parents could be simplified
There is the need to better educate parents on the actualservices and programs provided through Family Central
Clients have a clear preference to interact with actual people
from Family Central and not automated services Family Central could benefit from a more streamlined process
where case workers are matched with appropriate servicerecipients, since there is the sense that some people areuncomfortable with case workers whom they know or withwhom they had previous relationship.
Hispanics should be serviced by and matched with otherSpanish speakers; as they feel more comfortable andwelcomed.
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ALL= All groupsBG =Bell Glade
WP E= West Palm/EnglishWP S= West Palm/Spanish
Family Central needs to develop some deliberateeducational process and tools to inform parents aboutthe services they offer. These could be monthlynewsletters, open houses with both parents and otherservice providers.
Since Family Central serves a cross section of languagegroups it might be helpful to develop collateral piecesin other languages such as Spanish and Creole
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ALL= All groupsBG =Bell Glade
WP E= West Palm/EnglishWP S= West Palm/Spanish
There needs to be some clarity between how Department of Children & Family (DCF) factors into the Family Centralprocess.
Some parents have the belief that the fastest way to get theFamily Central programs or services, i.e. get off the longwait times, is to have someone report them to DCF. In factone parent even indicated that she had this done and wastaken off the waiting list immediately.
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ALL= All groupsBG =Bell Glade
WP E= West Palm/EnglishWP S= West Palm/Spanish
Possibly because of lack of education, some parents feel
that the process of qualifying to be eligible for servicesand re-certification process provide a dis-incentive forthem to pursue economic mobility, because once theystart making more money they can be dropped from theprogram. Bear in mind that this might not be a bad
thing since the goal of all social assistance is to helppeople become self-sufficient.
Moreover, the reapplication of eligibility every twomonths needs to be extended to the original six monthsas companies are hesitant and bothered by having toprovide letters and financial paperwork for theiremployee.
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ALL= All groupsBG =Bell Glade
WP E= West Palm/EnglishWP S= West Palm/Spanish
Maybe Family Central staff and case workers
could benefit from some customer servicetraining, since poor customer service wasidentified as a barrier.
Client follow–up seems to be a big issue among
most respondents. Family Central might need totake a good look at the timeliness and efficiencyof its follow up process.
The qualification process might be policy driven,but this might need to be examined to see if there is a better way for it to be simplified.
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ALL= All groupsBG =Bell Glade
WP E West Palm/English
Periodically Family Central could send out
communications to parents when services are beingchanged or new ones added to aid in ongoingcommunication
Make homes open so parents can see how theyoperate before choice is made
Set up a program to have parents evaluate Providers’services
Improve the process of identifying andrecommending facilities that meet specific guidelinesto ensure that kids are optimally prepared for earlychildhood education