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Recent Breakthroughs in 360
Feedback Software: Ease of Use,
Versatility and Affordability by Dennis E. Coates, Ph.D. Today, desktop computers
let organizations do simply and economically something that used to be cumbersome
and expensive: administer multi-source
(360 degree) feedback. HR professionals
should be aware that 360 software has taken several leaps forward, and
important new capabilities are now possible.
For the HR professional, 360 feedback is one of the most
useful tools to come along in a long time.
It creates reasonably objective, quantified data about vital areas of
professional competence that are otherwise hard to measure. These are the interpersonal aspects of
work: leading, managing, supervising,
coaching, coordinating, communicating, interacting, contributing, selling,
instructing, negotiating and consulting.
The rich feedback that flows from the 360 process helps people decide
how to use valuable time, resources and effort to improve their effectiveness
in these areas. Multi-source feedback involves so many calculations and
administrative steps that computers are a necessary component of the
process. The external scoring services
introduced in the early 1980s made 360 possible for organizations. The first publishers developed instruments
and the software to score them, and they routinely charged about $200 per
assessment to generate a report.
Because of the expense, 360 feedback was offered mostly to upper-level
managers. Executives who have experienced multi-source feedback
have affirmed it as a momentous step toward self-improvement - an approach that
would facilitate the development of all employees. But for many years, surveys were focused mostly on management and
leadership; and costs made the widespread use of 360 impractical. Today, advances in feedback software have
made implementing 360 throughout an organization a viable option. The most important developments are in three
areas: ·
Ease of use ·
Versatility ·
Affordability The new capabilities are highly beneficial. However, older programs are still on the
market along with "next-generation" software, so its harder than ever
to determine what's possible and to decide which approach will best serve an
organization. With more than fifty
options from which to choose and no two configured or priced the same,
comparisons are difficult. This article
will help eliminate some of the confusion by highlighting the most significant
improvements. Breakthrough #1: Ease of Use In the early years, 360 feedback was not only expensive,
it was an administrative nightmare.
After receiving materials from the publisher, administrators had to
collate, address and distribute packets to respondents. They had to keep track of returned forms,
checking each one for correctness. Then
they resorted, bundled and returned the forms to the publisher. With luck, no problems held up the scoring
process, and reports arrived on time. On-site scoring. Today, organizations everywhere have the PCs and laser
printers needed to score their own 360 assessments and produce high-quality
feedback reports. While a few
publishers still make scoring services their main business, most now license
administration software for on-site use.
This puts control in the hands of the organization while reducing some
of the time and hassle of administration. On the other hand, some on-site scoring systems still
use paper forms and scanners, so they require specially printed forms, scanner
hardware and interface software.
Experts are needed to assemble such a system, get it running and explain
how to use it. Paperless administration. Until the 1990s, most 360
assessments used scannable forms, paper reports and development planning
workbooks - an expensive, painstaking approach that made customization
difficult. The elimination of paper
from the 360 process was a major breakthrough.
The ability to put assessments on diskettes took the complexity and cost
out of customizing assessments. It also
eliminated the need for the extra hardware, software, training, time, labor and
other expenses related to scanning forms.
After diskette-based 360 came network-based 360 - the
ultimate paperless platform.
Administrators distribute and collect assessments from all parts of the
organization - even from remote locations, using Internet e-mail. Some programs let an administrator complete
entire projects without using any physical media. The key is to select a program that’s compatible with the server
platform (Novell, NT, HTML, etc.) and that produces diskettes or paper for
people who don't have access to the network. Some publishers have introduced web-based 360 scoring
services. This method also eliminates
the need for scannable forms, but it requires that respondents have access to
the Internet, a limiting circumstance in most organizations. A few organizations use phone keypad systems. Instead of forms, diskettes or networks,
people enter feedback using the touch keys of a standard telephone. This form of data entry makes automated 360
possible for organizations that don't have computers, but many people find this
method slow and awkward, and the phones inability to accommodate comment
feedback has made it a relatively unpopular option. User-friendliness. Not all 360 programs have the same capabilities. Some have complicated set-up procedures;
others use wizards. Some require
expensive customization, configuration and training; others install in minutes
and are simple to use. It's important to think of multi-source feedback as more
than software. Diagnosing strengths and
weaknesses is a key first step toward improving performance. A successful 360 process involves a number
of actions before, during and after assessment. Some 360 packages contain little more than software and
instructions. Others include
development planning workbooks, which vary in thoroughness and usefulness. In addition to participant materials,
organizations need instructions, texts, references, lesson plans, worksheets,
handouts and presentation aids to support each phase of the process. Ideally, a multi-source feedback system
contains all these resources. Important questions to Ask
About · Is on-site administration software
available? · Does the administration software eliminate
the need for forms and scanners? · Can it be installed in a few minutes without
help?
· Is the program simple enough to be used
without training? · Does the system include all the resources
needed before, during and after assessment? · Does the software make it easy to customize
survey parameters in-house? · Does the software include on-screen reporting and
development planning programs? ·
Will it work on your network? · Does it support paper-based assessment for
people who don't have computers? · Does it produce respondent diskettes for
people who aren't connected to a network? Breakthrough #2: Versatility First-generation 360 tools evolved from the tradition of
psychological assessment. Publishers
claimed that their instruments were valid for all managers, regardless of
industry or type of organization. They
featured a fixed set of management dimensions, and organizations were expected
to use all survey items without modification.
HR professionals had to decide which instruments were backed by the most
convincing research. Customization. Rigidly constructed instruments no longer appeal to most
organizations, which are demanding surveys that reflect their unique culture
and practices. Most publishers have
responded to this need; but in order to customize a paper-based assessment,
they have to reprogram proprietary software and print new test booklets, which
creates additional expenses for the user.
On-site paperless 360 software has significant
advantages. Built-in commands let users
specify locally validated survey items, scales, perspectives and report formats
quickly and as often as needed - without forms and the accompanying expense. Administrators can then copy the newly customized
assessments to diskettes or make them available to respondents on the
network. Some systems let the user load
any set of competencies on the software, making it easy to assess any desired
area of workplace performance. All employees. During the past decade, organizations have focused on
developing effective teams: executive
groups, project teams, committees and work units of all kinds. Members of these groups began asking for
feedback from each other, not just from their boss. Because of the way 360 focuses on priority areas for improvement,
organizations have discovered the value of using it with employees at all
levels. As a result, many 360
publishers have introduced instruments that assess personal leadership,
communication and team interaction skills.
And the ability to load any locally validated set of performance
measures onto 360 software makes it possible to assess people in all types of
positions. Multiple applications. Some 360s are
designed for one purpose: executive
development. Others are virtual
assessment platforms, with a library of surveys to suit a range of needs, such
as team effectiveness, competency development, needs assessment, performance
management, evaluation of training, customer satisfaction, market research,
employee attitude, organizational climate and organizational culture. Some 360 systems will even process locally
produced surveys. Report formats. Most organizations have specific requirements about the
kind of feedback given to their employees.
For example, a person receiving feedback may want detailed information,
but the individuals supervisor may need only summary information. Reports used for leader development are
different from those used for group surveys.
Most 360 systems feature three to five report sections
presented in a standard format and sequence.
A few permit selection from a range of displays. Some publishers charge extra for special
reports, such as consolidated group or organization summaries. The most advanced concept is a report format
designer, which lets the user create and use original report formats in-house,
at no charge. Comment feedback. Most people feel that numbers don't tell the
whole story. When areas are considered
strong, they want to know why. Scores
may highlight opportunities for improvement, but people also want to know what
coworkers expect. End-of-report
comments can supplement numerical feedback.
A few 360 systems make it easy to enter a variety of comments on-screen
with each rating. This capability not
only eliminates transcription costs, it lets users display comments with item
scores. Developmental recommendations. While its
helpful to know which areas of performance need improvement, the next step is
deciding what to do about it. Some 360
systems include carefully researched developmental recommendations. The best of these resources go beyond vague
generalities to give detailed suggestions for low-rated behaviors. They also let HR personnel add local
resources to the suggestions. On-screen development planning. Development
planning workbooks help feedback recipients analyze their feedback and set
developmental goals. A recent
innovation is development planning software.
The most useful programs let the subject view, analyze and print the 360
feedback, as well as set goals, create a development plan and monitor progress. Important Questions to Ask
About VERSATILITY · Which survey
parameters may be customized using the administration software? · Is a library
of standard researched surveys included in the system? · Can survey
items be added, deleted or modified to suit local requirements? · Can locally
produced surveys be added to the system? · Can the
system be used for organizational surveys, as well as individual 360 feedback? · Does the
system make it easy to give comment feedback? · Are
item-specific comments sorted and reported with item ratings? · Are detailed
developmental recommendations available for frequently used surveys? · Does the
system let the user design and save new report formats? · Is individual
development planning software included, and what are its capabilities? Breakthrough #3: Affordability While external scoring services traditionally cost in
the range of $150 to $300 per assessment, on-site 360 involves two separate
expenses. The first relates to the
initial installation--a fixed, one-time investment. "Paperless" on-site systems are more automated and
involve less hardware, so they are less expensive to install and use. The second expense is the cost of assessment. To facilitate assessment, software is
generated by the system and given to every respondent. The more advanced systems also contain
reporting and planning software for every subject. Thus, the cost typically varies according to the number of
assessments. Today, most organizations
can administer on-site state-of-the-art 360 feedback for about one-fifth the
typical expense of external scoring services.
This makes 360 affordable enough to be used with all employees in any
kind of organization. The biggest economies come from avoiding extra
costs. Many publishers have separate
pricing for highly desirable features; others include them free. High-tech typically means low-cost: if a task is an automatic function of the
software, there's no need to charge extra for it. Installation. Most systems, especially those that use scannable forms,
require front-end installation that can cost well over $10,000. Others install and are ready for use in a
few minutes - with no installation charges.
Training. Setting up a customized 360 project can involve setting
a lot of variables. If the software is
user-friendly, this is a simple task.
If not, training may be needed to teach administrators to use the
software. Technical support.
Most publishers have an annual fee for
technical support, because they expect users to have questions or problems when
using the software. For convenience,
some publishers provide a toll-free number; others have no fees for technical
support. Upgrades. Software improvements are a major cost to 360
publishers. Most charge their customers
for upgrades, although some provide upgrades at no extra charge. Reports. If the software generates reports automatically, there’s
no need to charge for additional reports.
External scoring services usually charge for every report they produce. Comments. The comments of feedback providers often reveal more
than the ratings. The use of paper
forms limits the feedback to end-of-survey comments and requires expensive
transcription services. Paperless
feedback systems can collect a variety of comments automatically - with no
costs passed on to the user. Respondents. Paper forms cost money - the more
respondents, the more the expense.
Paperless systems make it possible to involve an unlimited number of
respondents without adding to the cost. Customization. Most organizations want surveys tailored to meet their
needs. Rigidly configured surveys are
hard to customize, and publishers that accommodate requests for customization
must charge for reprogramming. Software
that helps users make changes eliminates these expenses. Multiple Uses. Long-term per-assessment costs are often the most
significant expense. If the software is
flexible enough to be used for organizational surveys, market research and
other applications, an organization can save money. To further reduce costs, some publishers offer permanent,
unlimited usage licenses. Development Planning Guides. The most important part of
360 feedback is what people do with it afterwards. An individual development planning workbook is an extremely
useful tool, although not all publishers provide them. A few publishers offer individual
development planning software that helps an individual review 360 feedback,
analyze strengths and weaknesses, set goals and create a plan for
self-improvement. Automated planners
can be more useful than paper ones, but they may involve an additional
expense. Important Questions to Ask
About AFFORDABILITY · What's
involved in installing the 360 system, and what will this cost? · Do
administrators need training to use the software, and what does it cost? · What are the
charges for additional reports? · What extra
charges are involved for comment feedback? · Is there a
limit to the number of respondents or a cost for additional respondents? · Which aspects
of assessment can be customized, and what will this cost? · Is a paper or
electronic development planning guide available, and what does it cost? Multi-source feedback, once used exclusively for
executive development, is now a practical developmental tool for all
employees. Advances in the ease of use, flexibility, and
affordability of 360 software have made it possible. With an awareness of these new developments, HR professionals can
find solutions that will meet their organization's needs as they explore the
continuously expanding array of options. Copyright © 1998, Performance Support Systems, Inc. All rights reserved. Dr. Coates' article was published in slightly different form under the title, Breakthroughs in Multisource Feedback Software, in the November/December 1998 issue of Human Resource Professional. Used with permission. This article may be reproduced for internal educational purposes only. Embodiment of this material in products or resale in any form is strictly prohibited. |