ACSI Satisfaction Survey

ACSI Satisfaction Survey

ACSI 88: Members say reliability, affordability are most important


Published June 2017

Results from the 22nd Annual Member Satisfaction Survey conducted this spring show that reliability (48%) and affordability (45%) compete for the top spot as the most important service qualities favored by members, valued nearly equally by members participating in the 2017 survey. Environmental qualities remain in distant third place as the top concern for the remaining seven percent of members responding.

When asked how Cuivre River's rates compare with other utilities, 82% said their rates were average to below average. Regarding reliability, 94% responded their service was "very reliable," one of the highest ratings in any survey in the past 22 years.

The 2017 survey was conducted by Inside Information, an independent research organization in Smithville, Mo. The project sought opinions from a randomly selected group of residential members by using a hybrid strategy to obtain responses by phone and online. Results have a margin of error of +/- 4.8% and a 95% probability.

In addition to electric service attributes, the survey assessed member satisfaction and perceptions of the cooperative's performance in several other areas.
The survey was composed of 20 questions, including four questions developed for the American Customer Satisfaction Index (ACSI) that focused on the following attributes members rated on a scale of one to 10, with 10 representing the ideal score:

  1. Overall satisfaction (9.07)
  2. Meeting expectations (8.67)
  3. Ideal utility company (8.90)
  4. Would choose Cuivre River (9.21)

Cuivre River achieved an overall ACSI of 88, among the highest scores in the country (see table on next page). The ACSI is one of several benchmarks included in the Cuivre River's annual survey project that provides a unique opportunity to compare Cuivre River to other utilities, as well as other industries.

Other key findings were high ratings (a score of 8, 9 or 10) for:

  • Courteous and professional employees (90%)
  • Giving money back (86%)
  • Prompt outage response (86%)

About four in 10 members contacted the cooperative during the past year; 98% said employees were responsive to their concerns or problems.

Efforts to help members learn to manage energy costs were rated six out of 10, indicating there is room for improvement.

Members also responded to questions about how the cooperative provides information, including the Current Times/Rural Missouri, website use and the MyCuivreApp, and media preferences.

What's next?

"We are responding to survey comments and working to improve the way we help members understand how they use energy," says Manager of Communications Mary Jane Clark, who coordinates the annual survey project. "Work is also ongoing to help members become more aware of our long-standing efforts to balance affordability and reliability with environmental concerns," she says. "All three are important."

"Member Satisfaction is paramount," said General Manager/CEO Doug Tracy. "We work for the members, and answer to them for the way we conduct their business," he added.

"As a cooperative, we exist to serve our members' needs and work to meet or exceed their expectations. Our first priority every day is to do it well, and with gratitude for their support," he concluded.

To learn more about the Annual Member Satisfaction Survey project contact Clark at 800.392.3709, ext. 4830 or email

To learn more about the American Customer Satisfaction Index and other industry scores visit: