citizens first 3 have your say

©Institute for Citizen-Centred Service

Citizens First 3

Have Your Say

Pubic Sector Service Delivery CouncilPublic Sector CIO Council

February 17, 2003 - Toronto


Citizens First 3

Principal SponsorTreasury Board of Canada SecretariatEnhanced SponsorsCanada Customs and Revenue AgencyProvince of OntarioProvince of QuébecCore SponsorsProvince of AlbertaProvince of British ColumbiaCanada PostEnvironment Canada

Core Sponsors (cont.)Province of ManitobaProvince of New BrunswickProvince of Nova ScotiaCity of OttawaQuebéc CityProvince of SaskatchewanCity of TorontoCity of VancouverRegional Municipality of YorkYukon Territory


• 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

Citizens First 3


Confidence in Government

0

1

2

3

4

5

6

1 2 3 4 5 6 7

Overall Overall GovernmentGovernmentPerformancePerformance

RatingRating

Overall Overall GovernmentGovernmentPerformancePerformance

RatingRating

Overall Overall Service QualityService Quality

RatingRating

Overall Overall Service QualityService Quality

RatingRating

Source: Communications Canada


Confidence in Government

Service QualityMunicipalProvincialTerritorialFederal

Benefit“Government

services have a positive effect on

me and my family”

Adequacy“The services that I get from governments

meet my needs”

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”


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.”


Access

ACCESSING THE

SERVICE

Service Quality

SERVICE QUALITY:One’s experience with

the service

Improving Service

PRIORITIESFOR

IMPROVEMENT

FINDING THE

SERVICE

Citizens’ Needs & Expectations

Citizens First Service Model


Expectations are Rising

Citizen expectations continue to rise relative to private sector

Q. What quality of service should you get from government, compared to the

private sector?

Q. Governments have a more difficult task than the private sector – they

must protect the public interest as well as meet the needs of citizens?

54 53 54

25 26 2621 21 20

0

20

40

60

80

Agree

Percent of

respondents

Neutral Disagree

Agreement

98 00 02 98 00 0298 00 02

4246

55 53 51

42

5 3 3

0

20

40

60

80

Higher

Percent of

respondents

Same Lower

Quality of service

98 00 02 98 00 0298 00 02


Expectations are Changing

Service expectations are also becoming increasingly complex

In 2000, only 26% used more than one channel.

Today ½ of all service interactions involve more than one channel.

50

27

15

6 3

0

10

20

30

40

50

60

1 2 3 4 5+

Percent of respondents

Number of channels used


Access

ACCESSING THE

SERVICE

Service Quality


the service

Improving Service

PRIORITIESFOR

IMPROVEMENT

FINDING THE

SERVICE




Access Remains a Significant Problem

Q. I can readily access any government service that I need?

“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.”

719

41

26

70

10

20

30

40

50

1 2 3 4 5Strongly disagree

Percent

Strongly agree


Barriers to Access

1. Telephone lines were busy

2. Bounced around from one person to another

3. Trouble with IVR or VM4. Did not know where to

start5. Could not find the service

in the Blue Pages

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

All users Internet Users

Telephone access remains a significant problem.


Single Channel

Office Visit 75Kiosk 74Internet/email 69Mail 65Telephone 63

Telephone Access

When citizens use the phone, “ease of access” scores are low

Two Channels

Internet + Mail 77Office + Mail 76Office +Internet 68Phone + Office 64Phone + Mail 63Phone + Internet 59


Service Delivery Paths

Clients (Citizens and Businesses)

Walk-in Telephone Internet Other

Of those, how many receive service on first contact?

74% 37% 57% 71%

And where do

they go next?

67% Walk-in21% Telephone

39% Walk-in38% Telephone


Importance of First Contact?

0

10

20

30

40

50

60

70

80

90

1st Contact 2nd Contact 3rd Contact 4th Contact

Business

Citizen

Average

First contact appears to have a significant impact on satisfaction...


First Contact Problems

…and 75% needed to make more than one contact

25

33

157 4

16

0

10

20

30

40

50

60

1 2-3 4-5 6-7 8-9 10+


Number of contacts required


Time is Critical

7968

59 52 57 5545

3824

0

20

40

60

80

5 min 30min

1 hr 1 day 1 wk 1 mo 3 mo 6 mo 1 yr

Mean satisfaction

Time to get the service

But, the “contact” effect is primarily a function of time

Q. How long did the entire experience take - from the time you first contacted the government until you got what you needed?


Service Expectations

Telephone

In-Person Email

2 1

30

14

4239

20

35

510

1 10

25

50

75

1 2-4 5-9 10-14 15-29 30-60 >60


19982002

Number of minutes

30

105

4440

2924

43

52

2 612

1 2

0

25

50

75

4 hr Same day Nextbusiness day

2 days 3 days +


199820002002

6

10

20

32

17

73 5

0

10

20

30

40

50

10 sec 20 sec 30 sec 1 min 2 min 3 min 4 min 5 min



Internet Growth

This shift clearly reflects a growth in online users(number, familiarity, and maturity)

Q. How often do you use the Internet for personal reasons?

39

28

6 7 6 6

13 13 11 12

26

35

0

25

50

Never Once/month

2-3/month

1-2/week

3-5/week

More


20002002


Internet Use

And a growth in the number of users visiting government online

4153

5966

6170

0

20

40

60

80

100

Municipal sites Prov/Terr sites Federal sites

Percent of

Internet users 2000

2002


Internet Usage Patterns

But, ESD still dominated by information access, not transactions

Q. Why did you visit this site? Check all that apply

87

37

34

32

15

15

13

4

0 25 50 75 100

To get information

Just curious

Get a form

Find links to other sites

Fill out an application

Send an email to government

Order publications or materials

Make a payment

Percent of those who visited a government site


Multi-Channel Service

In 2000, only 26% used more than one channel.

Today ½ of all service interactions involve more than one channel.

The real story is not ESD… it is the integration of service channels

50

27

15

6 3

0

10

20

30

40

50

60

1 2 3 4 5+


Number of channels used


Channels Are Not Isolated

Channel PercentPhone 55 %Visit an office 48 %Internet 30 %Mail 25 %Email 9 %

“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.”

Percentage of service experiences involving each service channel


Channel Integration

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

Need to ensure timely and efficient transitions between channels


Channel Decision Framework

Channel

ServiceClient

The channel decision framework is a function of both client characteristics and service characteristics


Access

ACCESSING THE

SERVICE

Service Quality


the service

Improving Service

PRIORITIESFOR

IMPROVEMENT

FINDING THE

SERVICE




Drivers of Satisfaction

TimelinessKnowledge / CompetenceExtra Mile / Extra Smile

FairnessOutcome

Easy to Find ServiceOutcome

Visual AppealComplete

Information

In-Person / Phone Internet

Results used to inform Common Measurements Tool

We have a better understanding of what drives satisfaction


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.


Tracking Change

Overall, satisfaction scores are going up:

1998 2000 2002 Federal Services 60 61 64

Provincial Services 62 63 Municipal Services 64 64

Provincial / Municipal 66

Significant Improvements with:

Hunting/Fishing Permits, Health Card Applications, Social Assistance, Workers’ Compensation, Small Business Start-up, Canada Post, Employment Insurance.

* All numbers are national


Satisfaction by Channel

68

62

62

56

55

54

0 25 50 75 100

Internet/email

Office visit

Kiosk

Phone

Mail

Other

SERVICE QUALITYVery poor Very good

Does online service delivery lead to higher satisfaction?


The Online Advantage

The answer is a qualified “yes”

6766

69

58

66

51

66

45

40

50

60

70

80

One 2-3 4-5 6 or more

Service quality

InternetTraditional

Number of contacts to get the service

Principal mode of contact:


Access

ACCESSING THE

SERVICE

Service Quality


the service

Improving Service

PRIORITIESFOR

IMPROVEMENT

FINDING THE

SERVICE




Improving Access

Amount of improvement Suggestion that is likely to result*

Reduce waiting 74Reduce 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


Looking Forward

Access

There are still significant problems with telephone service delivery

A majority of transactions now involve more than one channel – focus must be on understanding 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 the drivers of satisfaction

Service Quality has a significant impact on confidence in government

Service Quality


• 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


Thank You

Nicholas Prychodko

[email protected]

416-325-7776

Charles Vincent

[email protected]

416-325-5062

citizens first 3 have your say

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