Transcript Customer Satisfaction in the Public Administration

Customer Satisfaction in the
Public Administration
Summary
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What is Customer Satisfaction?
Who is the Customer?
Why we should assess CS?
How can we assess Customer
Satisfaction?
Who should do it?
“Customer” is…
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a person who has a material
experience of our services
“potential” customers can provide
info about reputation (e.g.:
expectations) of the service
“Provider” is….
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He who provides a public service
and organizes its delivery
What is Customer Satisfaction…
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Customer Satisfaction is the way
services provided meet / surpass /
delude citizens’ expectations
The value of Satisfaction is the gap
between expectations and
experience
…and why we should care??
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In a public service, which is normally
monopolistic, measuring CS is the only
way to assess the performance. Private
companies have other tools such as
profit.
Helps public services providers to choose
priorities of intervention
Helps to improve service quality
and the reputation of the provider
Satisfaction adds value to the product
“Performance”
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“The capacity of pursuing the
institutional purpose of a public
service”.
Desired End State
Achieved
WHERE you get
HOW you get
On the Provider side, performance is….
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Productivity (the capacity of
turning factors of production into a
product: input -> output)
Efficiency (working or operating in
a way that gets the results you
want without any waste)
Effectiveness: producing the
intended results
On the Customer side,
performance is…
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Effectiveness: the way a public
service satisfies a need
Customer satisfaction analizes the
gap between the customer's
expectation of performance and
their perceived experience of
performance.
Expectation – Experience
Reputation – Satisfaction
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BEFORE going to
court
• After going to
Court
Different perceptions
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Client normally takes for granted
technical and professional aspects
Provider focusses on tecnical and
professional aspects
Client focusses on the quality of
delivery and of the relationship
More informations (on technical
aspects) = more satisfactions
Gap / coherence analysis:
Client:
Provider:
Expected quality
Quality target
Perceived quality
Quality granted
The Cycle of Satisfaction
Improve
Report
Assess
Customer Satisfaction assessment
methodology: the SERVQUAL model
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tangibles
reliability,
responsiveness,
competence,
access,
courtesy,
communication,
credibility,
reassurance,
empathy
1. Tangibles, Reliability,
Responsiveness
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Tangibles: Appearance of physical
facilities, equipment, personnel, and
communication materials
Reliability: Ability to perform the
promised service dependably and
accurately
Responsiveness: Willingness to help
customers and provide prompt
service
2. “CCC”: Competence, Courtesy,
Credibility
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Competence: Possession of required
skill and knowledge to perform
service
Courtesy: Politeness, respect,
consideration and friendliness of
contact personnel.
Credibility: trustworthiness,
believability, honesty of the service
provider.
3. Reassurance, Accessibility,
Communication, Empathy
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Reassurance: freedom from risk or doubt.
Access: Approachability and ease of
contact.
Communication: Listens to its customers
and acknowledges their comments. Keeps
customers informed - in a language which
they can understand.
Understanding the customer: Making the
effort to know customers and their needs.
1. Drivers of quality in a Court:
Tangibles
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Functionality of the Court building
Cleanliness of the Courtroom
Accessibility of the Courtrooms
Commodities and utilities
Employees’ appearance
Availability of informations
Business hours are comfortable
Employees are recognizable
Level of informatisation
2. Drivers of quality in a Court:
Reliability
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Employees’ Helpfulness
Transparency / Correctness
Front office:
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Competent
Prepared
Precise
Reliable
3. Drivers of quality in a Court:
Responsiveness
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Employees’ Courtesy (in person /by
phone)
Timeliness of delivery
Employees give ready response to
questions?
Flexible or bureucratic approach?
4. Drivers of quality in a Court:
Accessibility
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By phone, e-mail, web
Is it easy to find what you need?
Is it accessible to handicapped,
minorities?
Understandability of forms
Understandability of
signals/instructions
5. Drivers of quality in a Court:
Communication /Empathy
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Capacity of listening
Capacity of assisting the customer
articulate his needs
Prevention /reduction of mistakes
Openness to Customer Complaint
/feedback /claim
How to assess and what to assess
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Disseminate questionnaires
Make phone calls
Give your clients a way to air
complaints, to give feedback, to
present compliments
In questionnaires, focus on the
whole range of services or one or
two sectors
What to assess: the 5P
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Policy,
Processes,
People,
Premises,
Product/Services
(The International Customer Service Institute)
Who is doing it?
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Interviews can be done by
professionals or by yourself
To people who have experienced or
are likely to experience Court
services
E.g: target on lawyers, citizens etc…
How to assess satisfaction:
the Likert scale
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“Item”: a (positive or negative)
statement to be evaluated
Five answers possible:
1.
2.
3.
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5.
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I
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Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Answers are then summed
Questionnaires :
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Must avoid obscure terminology
Must present questions in a neutral
way
Be sure that interviewed know what
you are talking about
must not require memory efforts
One aspect per item
Remeber you are assessing
sensations (psychometry)
Example:
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“Court employees are courteous
and professional”
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5.
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Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
What next?
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Report transparently (e.g: in the
Service Charter)
Learn lessons: discuss with staff
Act to improve what can be
improved
Key words
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Transparency
Listening
Understanding
Openness
Citizen-orientedness
Quality