Transcript No Slide Title

Citizens First 3
Have Your Say
Pubic Sector Service Delivery Council
Public Sector CIO Council
February 17, 2003 - Toronto
©Institute for Citizen-Centred Service
Citizens First 3
Core Sponsors (cont.)
Principal Sponsor
Treasury Board of Canada SecretariatProvince of Manitoba
Province of New Brunswick
Enhanced Sponsors
Province of Nova Scotia
Canada Customs and Revenue Agency
City of Ottawa
Province of Ontario
Quebéc City
Province of Québec
Province of Saskatchewan
Core Sponsors
City of Toronto
Province of Alberta
City of Vancouver
Province of British Columbia
Regional Municipality of York
Canada Post
Yukon Territory
Environment Canada
©Institute for Citizen-Centred Service
Citizens First 3
• Tracks trends from Citizens First 1998 & 2000
• Plus new areas of focus:
– Multi-channel service delivery
– Electronic service delivery
– Confidence in government
 Mail-out survey: 6,440 Responses (14 % response rate)
 Additional Internet component: 1,288 Responses
 5 Municipalities, 9 Provinces and Territories, Government of
Canada
 Conducted by Erin Research
©Institute for Citizen-Centred Service
Confidence in Government
6
5
4
Overall
Government
3
Performance
Rating
2
1
0
1
2
3
4
5
6
7
Overall
Service Quality
Rating
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Source: Communications Canada
Confidence in
Government
Overall view of government
“I believe governments do a good job”
“Governments are responsive to the needs of citizens”
“I get good value for my tax dollars”
“Governments in this country conduct their business in an
open and accountable manner”
Service Quality
Municipal
Provincial
Territorial
Federal
©Institute for Citizen-Centred Service
Benefit
“Government
services have a
positive effect on
me and my
family”
Adequacy
“The services
that I get from
governments
meet my needs”
The Link is Established
“The strength of the relationship between the service
agenda and confidence in government is striking”
“Service quality has a major impact on citizens’
confidence in governments.”
“Since measures of confidence in government have been
falling for several decades, this link establishes service
quality as critical to civic health.”
©Institute for Citizen-Centred Service
Citizens First Service Model
Citizens’ Needs
& Expectations
Improving Service
Access
PRIORITIES
FOR
IMPROVEMENT
FINDING
THE
SERVICE
Service Quality
SERVICE QUALITY:
One’s experience with
the service
©Institute for Citizen-Centred Service
ACCESSING
THE
SERVICE
Expectations are Rising
Citizen expectations continue to rise relative to private sector
80
80
60
60 54 53 54
Percent
of
respon- 40
dents
25 26 26
55
46
Percent
42
of
respon- 40
dents
21 21 20
20
53 51
42
20
5
0
0
98 00 02
Agree
98 00 02
Neutral
98 00 02
Disagree
Agreement
98 00 02
Higher
98 00 02
Same
3
3
98 00 02
Lower
Quality of service
Q. Governments have a more difficult Q. What quality of service should you get
task than the private sector – they
from government, compared to the
must protect the public interest as well
private sector?
as meet the needs of citizens?
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Expectations are
Changing
Service expectations are also becoming increasingly complex
60
50
In 2000, only 26%
used more than one
channel.
50
P er ce nt of 40
re sponde nts
27
30
20
15
6
10
0
3
1
2
3
4 5+
Number of channels used
©Institute for Citizen-Centred Service
Today ½ of all
service interactions
involve more than
one channel.
Citizens First Service Model
Citizens’ Needs
& Expectations
Access
Improving Service
PRIORITIES
FOR
IMPROVEMENT
FINDING
THE
SERVICE
Service Quality
SERVICE QUALITY:
One’s experience with
the service
©Institute for Citizen-Centred Service
ACCESSING
THE
SERVICE
Access Remains a
Significant Problem
“I appreciate 1-800 O Canada – one access number to call to get in
touch with the right government service. I also like to use websites
for 24/7 access to government services.”
50
Percent
40
30
41
20
10
0
26
19
7
1
2
Strong ly
disag ree
7
3
4
5
Strong ly
agr ee
Q. I can readily access any government service that I need?
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Barriers to Access
Telephone access remains a significant problem.
All users
1. Telephone lines were
busy
2. Bounced around from one
person to another
3. Trouble with IVR or VM
4. Did not know where to
start
5. Could not find the service
in the Blue Pages
©Institute for Citizen-Centred Service
Internet Users
1. Trouble finding the
service on the Internet
2. Did not know where to
start
3. Could not find the service
in the Blue Pages
4. Concerned about security
Telephone Access
When citizens use the phone, “ease of access” scores are low
Single Channel
Office Visit
Kiosk
Internet/email
Mail
Telephone
©Institute for Citizen-Centred Service
75
74
69
65
63
Two Channels
Internet + Mail
Office + Mail
Office +Internet
Phone + Office
Phone + Mail
Phone + Internet
77
76
68
64
63
59
Service Delivery Paths
Clients (Citizens and Businesses)
Walk-in
Telephone
Internet
Other
Of those, how many receive service on first contact?
74%
67% Walk-in
21% Telephone
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37%
57%
And
where do
they go next?
71%
39% Walk-in
38% Telephone
Importance of
First Contact?
First contact appears to have a significant impact on satisfaction...
90
80
70
60
Business
50
Citizen
40
Average
30
20
10
0
1st Contact 2nd Contact 3rd Contact 4th Contact
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First Contact Problems
…and 75% needed to make more than one contact
60
50
40
P er ce nt of
re sponde nts 30
33
25
7
10
0
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16
15
20
1
4
2-3 4-5 6-7 8-9 10+
Number of cont acts requi red
Time is Critical
But, the “contact” effect is primarily a function of time
79
80
68
60
Mea n
sa tisfa ction
59
52
57
55
45
38
40
24
20
0
5 min 3 0
min
1 hr 1 day 1 wk 1 mo 3 mo 6 mo 1 yr
Time to get the service
Q. How long did the entire experience take - from the time you first contacted
the government until you got what you needed?
©Institute for Citizen-Centred Service
Service Expectations
50
Telephone
40
32
P er ce nt of
30
re sponde nts
20
17
20
10
10
0
75
P ercent of
respondent s
3
42
39
1998
2002
P er ce nt of
re sponde nts
20
25
1
5
1
2-4
5-9
10-14
Number of mi nutes
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50
44
30
43
40
29
24
10
10
15-29
1998
2000
2002
52
25
14
2
Email
75
35
30
5
10 sec 20 sec 30 sec 1 min 2 min 3 min 4 min 5 min
In-Person
50
0
7
6
1 1
30-60
12
5
>60
0
4 hr
2
Same day
Next
b us in es s day
6
2 d ay s
1
2
3 d ay s +
Internet Growth
This shift clearly reflects a growth in online users
(number, familiarity, and maturity)
50
39
P er ce nt of
re spondents 25
2000
2002
28
26
13 13
6 7
0
35
Never
Once/
mont h
6
11 12
6
2-3/
mont h
1-2/
week
3-5/
week
More
Q. How often do you use the Internet for personal reasons?
©Institute for Citizen-Centred Service
Internet Use
And a growth in the number of users visiting government online
100
80
P er ce nt
of
Inte rnet
user s
60
66
53
59
70
61
41
2000
2002
40
20
0
Munic ipal sites
©Institute for Citizen-Centred Service
P rov/Te rr sites
Feder al sites
Internet Usage Patterns
But, ESD still dominated by information access, not
transactions
To g et information
87
Just cur ious
37
Get a for m
34
32
Find l inks to other sites
15
Fill out an appl ication
15
Send an email to government
Order publicati ons or materials
13
Make a payment
4
0
25
50
75
Per cent of those who visited a g over nment si te
Q. Why did you visit this site? Check all that apply
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100
Multi-Channel Service
The real story is not ESD… it is the integration of service channels
60
In 2000, only 26%
used more than one
channel.
50
50
P er ce nt of 40
re sponde nts
30
27
20
15
6
10
0
3
1
2
3
4 5+
Number of channels used
©Institute for Citizen-Centred Service
Today ½ of all
service interactions
involve more than
one channel.
Channels Are Not
Isolated
“It's nice to be able to find most of the information
I need on the Internet before I pick up the phone or go to
a government office.”
Channel
Phone
Visit an office
Internet
Mail
Email
Percent
55 %
48 %
30 %
25 %
9%
Percentage of service experiences involving each service channel
©Institute for Citizen-Centred Service
Channel Integration
Need to ensure timely and efficient transitions between
channels
Of Internet users,
54% used one or more additional channels
Looking at this group,
 76% called on the telephone
 41% visited an office
 28% sent or received mail/fax
 22% used email
©Institute for Citizen-Centred Service
Channel Decision Framework
The channel decision framework is a function of both
client characteristics and service characteristics
Channel
Service
Client
©Institute for Citizen-Centred Service
Citizens First Service Model
Citizens’ Needs
& Expectations
Access
Improving Service
FINDING
THE
SERVICE
PRIORITIES
FOR
IMPROVEMENT
Service Quality
SERVICE QUALITY:
One’s experience with
the service
©Institute for Citizen-Centred Service
ACCESSING
THE
SERVICE
Drivers of Satisfaction
We have a better understanding of what drives satisfaction
In-Person / Phone
Timeliness
Knowledge / Competence
Extra Mile / Extra Smile
Fairness
Outcome
Internet
Easy to Find Service
Outcome
Visual Appeal
Complete
Information
Results used to inform Common Measurements Tool
©Institute for Citizen-Centred Service
The Impact!
I commented to a friend a month ago how friendly
government employees have been at the CCRA office in
Sydney and HRDC office in North Sydney. The staff have
gone the extra mile to help me filling forms and giving me
needed information. I’m impressed!
Services seem to be delivered in a more timely fashion than
they were a year ago.
I like the access centres located in shopping centres.
They are easy to find and there’s lots of parking.
©Institute for Citizen-Centred Service
Tracking Change
Overall, satisfaction scores are going up:
Federal Services
Provincial Services
Municipal Services
Provincial / Municipal
1998
60
62
64
2000
61
63
64
2002
64
66
* All numbers are national
Significant Improvements with:
Hunting/Fishing Permits, Health Card Applications, Social
Assistance, Workers’ Compensation, Small Business Startup, Canada Post, Employment Insurance.
©Institute for Citizen-Centred Service
Satisfaction by Channel
Does online service delivery lead to higher satisfaction?
68
Internet/email
62
Offi ce vi sit
62
Kiosk
56
Phone
55
Mai l
54
Other
0
Ver y poor
©Institute for Citizen-Centred Service
25
50
SERVICE QUALITY
75
100
Ver y g ood
The Online Advantage
The answer is a qualified “yes”
80
70
Servi ce
quali ty
67
69
66
66
66
P ri ncipal mode
of contact:
Internet
Tradi tional
58
60
51
50
40
45
One
2-3
4-5
6 or more
Number of cont acts to get t he s ervi ce
©Institute for Citizen-Centred Service
Citizens First Service Model
Citizens’ Needs
& Expectations
Access
Improving Service
FINDING
THE
SERVICE
PRIORITIES
FOR
IMPROVEMENT
Service Quality
SERVICE QUALITY:
One’s experience with
the service
©Institute for Citizen-Centred Service
ACCESSING
THE
SERVICE
Improving Access
Amount of improvement
Suggestion
that is likely to result*
Reduce waiting
74
Reduce red tape
69
Create a “one-stop” service
69
Simplify forms and documents
65
Extend office hours
63
Make it easier to get information about the service 62
Use plain language
61
Make the service available electronically
61
Give more decision-making power to staff
54
Improve the courtesy of staff
53
©Institute for Citizen-Centred Service
Looking Forward
 There are still significant problems with
telephone service delivery
 A majority of transactions now involve more than
one channel – focus must be on understanding
Access
channel interaction and creating timely and
efficient transitions between channels
 Need to understand channel decision framework
 We can see quantitative improvements in service
quality ratings since 1998 – continue to focus on
Service
the drivers of satisfaction
Quality
 Service Quality has a significant impact on
©Institute for Citizen-Centred
Service
confidence
in government
• Service Access
• Mapping access patterns across channels
• Service Quality
• Rating a range of services
• Drivers of Satisfaction
• Identifying standards & drivers by channel
• Service Preferences
• Preferred access channels by service and client
• Client Relationship Management
• Authentication; customization; cost
©Institute for Citizen-Centred Service
Thank You
Nicholas Prychodko
[email protected]
416-325-7776
Charles Vincent
[email protected]
416-325-5062
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