Survey indicates a ‘sterling’ outlook

Survey indicates a ‘sterling’ outlook The New Millennium: three words that have engendered a worldwide push to take stock and set goals. That is exactly what Sterling Heights, Mich., did this year, when it surveyed 49,000 homeowners and businesses, asking them to rate the effectiveness of the city’s programs and services. The results showed local leaders that Sterling Heights’ 123,000 residents have plenty to cheer about; they also pinpointed areas of government performance that need some improvement.With inp ut from city offices and departments, the Millennium Citizen Survey was designed by the city’s Community Relations Department (CRD) in 1998. In addition to asking participants to rank city services, the survey solicited demographic data, quality-of-life information and suggestions for future program and service implementation.

For example, it included the following questions. * Why did you locate to Sterling Heights? * How would you rate your neighborhood as a place to raise a family? * Do you find Sterling Heights to be a pro-business community? * How would you rate [the city’s] area talent pool for employees? Participants also rated the performance of 32 programs and services, including city buildings and grounds maintenance, building inspection, fire protection, senior activities and traffic enforcement. Additionally, they indicated whether crime control, property values, traffic congestion, vandalism, weeds and unmowed lawns, road repair and the quality of refuse collection were concerns in their communities. The questionnaire contained additional targeted sections for parks and recreation, library usage, public safety and possible new services. It closed by inviting write-in responses to the following questions: * What three things do you like most about living and/or working in Sterling Heights? * If you were in charge, what three things would you improve or change? * If possible, what services would you like to see offered online [as part of the city’s web site]? * [Do you have] other thoughts or suggestions regarding your city?

Consisting of 110 questions, the survey was printed by a local vendor and mailed to each of Sterling’s homes and businesses in January 1999. Over the course of six months, 18,698 recipients (39 percent of the sample) responded.

An independent service bureau compiled the results, and, in June, CRD met with city department directors, City Manager Steve Duchane and staff of the Department of Institutional Effectiveness and Research from Macomb Community College, Warren, Mich. Together, they analyzed the results and prepared an executive summary. The final report, printed in-house by CRD, was presented to the mayor and city council in August. It included the following. * Most respondents have lived in Sterling Heights more than 10 years. Forty-eight percent of respondents stated that their neighborhood is an excellent place to raise a family; 47 percent rated their neighborhood as good; and 2 percent as poor. * Twenty-four percent of respondents stated that the quality of their local government was excellent; 70 percent said it was good; and 2 percent rated it poor. * Nearly one-third of respondents ranked overall city services as excellent; 63 percent ranked them good; and 2 percent, poor. In addition to revealing the city’s high approval ratings, the results highlighted some shortfalls. For example: * Fifteen percent of respondents indicated that building inspection services were poor. The city has implemented weekend inspection hours to accommodate working homeowners, and, as a result, it expects to see some improvement in that rating. * Of the 3,668 people who answered questions regarding parks and recreation registration, slightly more than 10 percent stated that the registration procedure was poor. That response prompted the city to offer mail-in registration, and it is considering offering online registration as well. * Nearly 30 percent of respondents indicated that the city’s sidewalk repair service was poor. Sterling Heights is in its third year of a citywide repair program, and it estimates that completion will take 20 years. In response to the survey results, it is considering the use of consultants and a two-phase construction schedule to improve the repair service. * Of those responding to the question, 41.5 percent stated that refuse collection was a concern.

The survey cost $67,253 to complete, with most of the funds being used for printing, mailing and postage. The project was funded through Sterling Heights’ general accounting budget.

According to CRD, the results of the Millennium Citizen Survey have given the city a useful baseline for the its future. It has provided a statistical representation of the city’s households; demographics (e.g., age, education, language) on program users; and ratings that will aid in planning and implementing services. Furthermore, it has given residents a direct voice in local government.