Transcript GOL/Service Delivery Public Opinion Research Findings and

Government of Canada
Gouvernement du Canada
GOL/Service Delivery
Public Opinion Research
Findings and Trends Overview
Cathy Ladds
April 2003
Government of Canada
Gouvernement du Canada
Public Opinion Research is Important:
Government of Canada is a world leader because we
include the “citizen” in the evolution of GOL and
service transformation
• Accenture calls our Internet Panel with Canadians “innovative”
Thousands of Canadians have had input
• In FY 2002/2003 – more than 10,000 Canadians (+ business and
international audiences as well) participated in surveys and focus
groups related to GOL and service transformation
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Government of Canada
Gouvernement du Canada
International Perspectives:
Canada’s e-government efforts always rated at or near the top:
•
Accenture – eGovernment Leadership: Engaging the Customer
• Canada is No.1 for 3rd year in a row – only country to reach “service
transformation” maturity stage
•
UN – Benchmarking E-government A Global Perspective
• Canada in 3rd (USA No.1) – high e-government capacity
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TNS – Government Online an International Perspective
• Canada in 7th (Sweden No.1) – 48% of population used government online services in past year
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Global Information Technology Readiness Report
• Canada ranks 12th overall (USA No.1) but 6th in terms of e-government
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The Economist Intelligence Unit e-readiness rankings
th
• Canada ranks 9 overall (USA No.1)
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Government of Canada
Gouvernement du Canada
How Canadians Use Service Delivery Channels:
Internet:
• Most surveys say 65% to 75% of population use the Internet on a
regular basis – growth is considered flat
• 49% of Canadian households had at least one household member
regularly using the Internet from home in 2001 (StatsCan - HIUS)
• Demographics:
• Gender differences are almost gone
• Age, income and education differences remain
• Regional differences remain
• Alberta, BC, Ontario – higher
• Manitoba, Saskatchewan, Nfld., Quebec - lower
• 70% of Internet users have visited a federal Web site
• 27% of Canadians indicated their most recent contact with GoC was
through Internet
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Government of Canada
Gouvernement du Canada
How Canadians Use Service Delivery Channels:
Internet:
• Internet channel is used more for information (simple requirements) than
transactions (complex requirements)
• Even Internet panel members indicated they would go in-person (46%)
or use the telephone (29%) if they needed to provide or receive very
important/personal information from GoC - only 14% said they would
use the Internet
Telephone:
• Telephone remains the preferred channel although Internet channel is
growing – most recent contact via telephone (42%)
• Canadians are clearly frustrated with telephone channel
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IVR and voice mail
Being bounced around
Busy lines
Who to call – blue pages still hard to use
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Government of Canada
Gouvernement du Canada
How Canadians Use Service Delivery Channels:
In-Person:
• Use of this channel is constant – 9%
• Strengths - customized/personalised service and ability to deal with
serious/ complex issues – users looking for “human touch”
• Time is main drawback of channel
Mail:
• Use of this channel is also constant – 21%
• Strengths – Confirmation/documentation and inexpensive cost
• Lack of immediacy is main drawback
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Government of Canada
Gouvernement du Canada
Service Delivery in a Multi-Channel World:
• Service quality has a major impact on citizens’ confidence in
government and they expect greater quality of service from
government than private sector
• Channel integration increasingly important – half of all service
transactions now involve more than one channel
• Prime reason for multiple channels: inability to conclude transactions
in one channel
• Canadians would prefer to only use one channel but do see some
benefits in using multiple channels – preparation, verification, etc.
• The more contacts required to complete a transaction the lower the
satisfaction rate – the key factor in this is time
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Government of Canada
Gouvernement du Canada
Service Delivery in a Multi-Channel World:
• Citizens feel the government service delivery network will evolve to a
“bank model” – greater use of technology and greater integration of
channels
• “Account” information will follow the user regardless of channel
• Canadians (Internet and non-Internet users) value choice:
• Elimination/reduction of access to channels by GoC = NO
• GoC should recommend the best (most efficient) channel = YES
• 91% of the GOL Internet panelists agreed with the statement “When
dealing with the GoC, you can choose how to access information or
services (e.g. on-line, by telephone, by regular mail and/or inperson).”
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Government of Canada
Gouvernement du Canada
GoC Organization of Information and Web Sites
Gateways and Clusters – the Blueprint and Beyond :
• Validation projects have demonstrated the blueprint for gateways and
clusters matches (and often exceeds) Canadians’ expectations –
subject/audience clustering is mostly on-target
• Canadians don’t want to see a reduction in clusters – each “transition
cluster” considered valuable according to recent focus groups
• Some navigation/usability issues remain but these are being
addressed – gateways/clusters work closely on common issues
• New Canada Site redesign in March 2003 – will need to examine
metrics to determine if there are any changes in traffic patterns
• Individual gateways and clusters do usability/web testing studies –
data is shared widely
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Government of Canada
Gouvernement du Canada
GoC Organization of Information and Web Sites :
Common Look and Feel:
• Canadians want GoC sites to:
•
Have uniform navigation buttons – that way they only have to learn how to
navigate GoC sites once
•
Have uniform menus
•
Have a similar “look” but they don’t have to be exactly the same – colour,
graphics, layout variations are okay
•
Clearly display the Canada wordmark and Canada flag – sense of trust and
knowing where they are on the Web
• But:
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Visitors are not making full use of the CLF menu bar at the top of the page
•
Some terminology confusing – e.g. important notices & privacy statements
• Canadians are not aware that CLF is in place in order to make GoC
web sites more globally accessible to everyone
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Government of Canada
Gouvernement du Canada
Impact of Privacy/Security of Service Delivery:
• Canadians consider privacy/security factors when interacting with GoC
• Canadians support GoC efforts to increase security and protect
personal privacy – they also understand why governments need more
mechanisms in place to protect personal information
• Concern about identity theft is growing – primarily, but not exclusively,
an on-line issue
• Internet perceived to be least private/secure channel – 70% of
Canadians are concerned (somewhat to extremely) with conducting a
transaction on-line that requires the exchange of confidential or
personal information with GOC
• Canadians want access to the government’s information about them –
to verify/correct
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Government of Canada
Gouvernement du Canada
Impact of Privacy/Security on Service Delivery:
• Canadians are not sure what federal depts are doing with their
personal information:
• All depts. have easy access (34%)
• All depts. have access through special request to dept. holding
information (25%)
• All depts. have access but only with a person’s consent (19%)
• All depts. except for the one being dealt with are prohibited from
accessing the information (18%)
• Further evidence – 71% of Web site visitors have not read a government
privacy statement
• In general, 65% support mandatory ID cards for Canadians – 70%
support them if they contained biometric information; but they have
clear doubts about the ability of the GoC to put a national system in
place
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Government of Canada
Gouvernement du Canada
Engaging Canadians On-Line:
•
One in three (33%) of Canadians have participated in consultation or
engagement exercise in past year (on-line or off-line) – note: Canadians
consider a telephone survey/poll to be consultation
•
Elements of consultation exercise that will likely increase participation:
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Representativeness – all sides are heard, national representation
Feedback loop and decision-maker commitment – participants need to see that
decisions will be taken and changes made based on input provided
Modest enthusiasm exists for e-democracy/e-consultation
•
68% of Cdns. say they would likely participate in a face-to-face consultation with
govts. on an issue of interest to them – 59% say they would participate in an
Internet consultation
•
46% of Internet users are moderately comfortable and 38% are comfortable
registering their views and opinions on a federal site – main reasons for
discomfort relates to privacy/security/anonymity
42% of Internet users approve of e-voting
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Government of Canada
Gouvernement du Canada
Engaging Canadians On-Line:
• Benefits of on-line approaches:
• Ease/speed of access, input and response
• Cost effective
• Less intimidating than face-to-face
• Concerns about on-line approaches:
• What about Canadians without the technology – will they be left out of
the consultation process?
• Security/privacy – who else will see my opinions?
• Canadians are split on whether technologies such as Internet will
harm or improve overall democracy – daily Internet users less likely
to see harm (35%) compared to non-users (58%)
• One of the most frequent requests made in focus groups – Cdns
want to have easy access to the e-mail address of MP – want to be
able to contact MP on-line
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Government of Canada
Gouvernement du Canada
Canadians Want to be Informed:
• Canadians are always telling us they want to know more about
government services that are available (on-line and off-line) and the
best way to access them
• Canadians reviewed a list of GoC services – services they believed
could be completed entirely on-line without having to go to an office
were:
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Check for weather reports from Environment Canada (93%)
Book a campsite in a National Park (83%)
File your personal income taxes (82%)
Provide comments/feedback on a new GoC policy/program (81%)
Take a virtual tour of a national museum (78%)
Apply for CPP or OAS (57%)
Register a new business (56%)
File for a patent for a new product or invention (52%)
Apply for EI (47%)
Obtain a SIN number for a child (35%)
Apply for a passport (31%)
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Government of Canada
Gouvernement du Canada
Canadians Want to be Informed:
Advertising Campaigns:
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46% GOL Internet Panelists recalled seeing a Canada Site ad in the
past few months (67% of these recalled seeing TV ad)
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Public transit ad campaign – 18% of regular transit users recalled
seeing ad about a GoC Internet site
• 7% said they did something as a result of seeing ad – e.g. visit the
site, read the ad, write down address, etc.
Awareness Levels:
•
Only 10% of Canadians say they are “very familiar” with the range of
information/services the GoC currently offers on-line – 56% say they
are “not very or not at all familiar”
•
25% of Canadians indicated they were aware of the URL for GoC’s
main web site – of this group only 7% correctly identified canada.gc.ca
•
Of the 75% unaware of the URL, 7% guessed it would be canada.ca
and 7% guessed gov.ca
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Government of Canada
Gouvernement du Canada
Directions Provided by the Research:
• Canadians are looking for seamless service delivery – it
shouldn’t matter which channel or how many channels are used
• More marketing/communications required – we need to tell
Canadians (also businesses and international) what we have
available and the best way to access it
• Messaging should highlight:
• benefits – especially ease and convenience
• choice
• how personal information is safe and secure
• Regular testing will continue to be important as Canadian usage
of service delivery channels evolve
• Research participants appreciate and recognize the value of
being involved – they leave with a positive impression of GoC
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Government of Canada
Gouvernement du Canada
TBS-CIOB’s Planned Research Initiatives:
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GOL Internet Panel
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Taking Care of Business/Business First
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TBD
Epass/Privacy/Security Research
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Fieldwork this spring – results early summer
Communications/Marketing Focus Groups
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ICCS managing project with partner input at all stages
Phase 5 to carry out business equivalent of Citizens First
Fieldwork in the summer – results Dec./Jan.
Ekos – Rethinking the Information Highway
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Refresh/renew panel members – contracting underway using MERX
Two on-line surveys and one set of on-line focus groups planned for FY
2003/2004
TBD
Gateway/Cluster Research
•
TBD
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Government of Canada
Gouvernement du Canada
APPENDIX
Listing of Public Opinion Research
Projects
FY 2002-2003
Government of Canada
Gouvernement du Canada
2002/2003 – Public Opinion Research Study List:
1.
GOL/e-Government Internet Panel – 3 separate projects
2.
Ipsos-Reid Omnibus Telephone Survey (March 2003)
3.
Ekos-Rethinking the Information Highway (Summer 2002)
4.
Ekos-Rethinking Citizen Engagement (Winter 2003)
5.
Compas – Multi-Channel Service Delivery Focus Groups (Jan. 2003)
6.
Phase 5 – epass, authentication and information sharing (Jan. 2003)
7.
Business Gateway – Transition Cluster Focus Groups (Winter 2003)
8.
Canadians Gateway –Transition Cluster Focus Groups (Winter 2003)
9.
Phase 5 – Canada Site Prototype Focus Groups (March 2003)
10. Ipsos-Reid – Qualitative Research on the Canada Site (Dec. 2002)
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Government of Canada
Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:
11. Phase 5 – About Canada focus groups (Fall 2002)
12. On-Line Survey – New look for About Canada (June 2002)
13. On-Line Survey – Customisation/e-mail notification/feature enhancements
(Oct. 2002 – March 2003)
14. Phase 5 - Qualitative Research - Foreign Language Services (Fall 2002)
15. Doing Business With Canada – Research with Foreign Representatives
16. Going to Canada – Usability Testing (March 2003)
17. Web Validator – Export Source (June 2002)
18. Environics – Virtual Trade Commissioner Focus Groups (October 2002)
19. Leger Marketing – Evaluation of CultureCanada.gc.ca Web site with
International Audiences (May 2002)
20. Canadians Abroad Interviews (Jan/Feb. 2003)
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Government of Canada
Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:
21. Strathmere – Consumer Information Gateway - Online Satisfaction Survey
(June 2002)
22. Delta Media – Concept/Needs Testing for the “Canadian Consumer Information
Gateway” (Dec. 2002)
23. Goss Gilroy Inc., Consumer Information Gateway - Online Survey of Gateway
Partners, 2003
24. Goss Gilroy Inc., Consumer Information Gateway - Evaluation; Draft Report
(March 2003)
25. Delta Media Inc. - Consumer Needs Assessment for Possible Enhancements
to “Canadian Consumer Information Gateway” and New Product Development
Ideas for OCA (March 2003)
26. Phase 5 – Justice & the Law Cluster – Web Site Usability (Nov. 2002)
27. PriceWaterhouseCoopers/GPC – Modernizing Services for Cdns. (Nov. 2002)
28. Decima – Awareness of the Virtual Museum (May 2002)
29. Usability Testing of Calendar Club Site/Other Materials for NRCan (May 2002)
30. Vision – Web Usability Testing of the Natural Hazards Portal (June 2002)
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Government of Canada
Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:
31. Public Safety Portal – Online Surveys of Customer Satisfaction
Waves I and II (Nov./Dec. 2002 and Feb. 2003)
32. Canada and the World – Usability Testing (March 2003)
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