©Institute for Citizen-Centred Service
Citizens First 3
Have Your Say
Pubic Sector Service Delivery CouncilPublic Sector CIO Council
February 17, 2003 - Toronto
©Institute for Citizen-Centred Service
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
©Institute for Citizen-Centred Service
• 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
©Institute for Citizen-Centred Service
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
©Institute for Citizen-Centred Service
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”
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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.”
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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
©Institute for Citizen-Centred Service
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
respon- dents
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
respon- dents
Same Lower
Quality of service
98 00 02 98 00 0298 00 02
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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
©Institute for Citizen-Centred Service
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
©Institute for Citizen-Centred 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
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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.
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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
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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
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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...
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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+
Percent of respondents
Number of contacts required
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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?
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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
Percent of respondents
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 +
Percent of respondents
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
Percent of respondents
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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
Percent of respondents
20002002
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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
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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
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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+
Percent of respondents
Number of channels used
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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
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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
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Channel Decision Framework
Channel
ServiceClient
The channel decision framework is a function of both client characteristics and service characteristics
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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
©Institute for Citizen-Centred 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
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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:
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
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Satisfaction by Channel
68
62
62
56
55
54
0 25 50 75 100
Internet/email
Office visit
Kiosk
Phone
Other
SERVICE QUALITYVery poor Very good
Does online service delivery lead to higher satisfaction?
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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:
©Institute for Citizen-Centred Service
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
©Institute for Citizen-Centred 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
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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
©Institute for Citizen-Centred Service
• 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
416-325-7776
Charles Vincent
416-325-5062