Citizens First 3

1
Citizens First 3 Have Your Say
Institute for Citizen-Centred Service Nicholas
Prychodko Charles Vincent Integrating Govt
Service Channels February 12, 2003 - Ottawa
2
Collaboration Success

• The ICCS is a collaborative venture
• Government of Canada
• Provinces Territories
• Municipalities
• IPAC
• Public Sector Service Delivery Council
• Public Sector CIO Council.

3
Origins of the ICCS
1998 - Citizen-Centred Service Network (now
Public Sector Service Delivery
Council) recommends a national centre of expertise
1998 2000 - Citizens First reports recommend
an Institute for Citizen-Centred Service
1999
2000
2001
2002
2001 - IPAC agrees to incubate the ICCS
2002 Public Sector CIO Council agrees
to co-sponsor ICCS
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ICCS Mission

• To promote high levelsof citizen
  satisfactionwith public-sectorservice delivery.

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ICCS Mandate

• Champion Citizen-Centred Service
• Serve as custodian of the Common Measurements
  Tool, CMT data repository, and benchmarking
  service
• Undertake research to measure and monitor
  citizens service expectations, satisfaction,
  and priorities
• Develop a centre of expertise on e-Government
• Monitor progress in improving citizen
  satisfaction
• Recognize excellence in citizen-centred service
• Provide publications, training, and other tools.

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Fulfilling Our Mandate
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Public Opinion in 1997How Canadians Viewed
Customer Service
DELIVERY TURN-OFF
Source National Quality Institute, Nov. 1997
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What We Didnt Know in 1997

• How satisfied citizens were with public-sector
  services and how they rated public-sector versus
  private-sector service
• What drove high or low satisfaction scores
• What standards of service citizens expected
• What service channels citizens preferred to use
• What clusters of services best met citizen
  needs
• What were the priorities for service
  improvement
• And so much more

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Citizens FirstA Scientific Approach to Service
Issues

• CF 1998 2000 identified
• Citizens expectations, and level of satisfaction
  with public services
• The drivers of client satisfaction, key service
  standards and priorities for improvement.

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Expectations of Public versus Private Sector
60
60
52
49
48
50
50
40
40
28
Percent of
Percent of
30
30
20
citizens
citizens
20
20
3
10
10
0
0
Same
Easier
Lower
Higher
More
Difficult

• Citizens know that governments task is more
  difficult

Still, they expect as good or better service
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Debunking MythsRecent and Specific Services are
rated Higher
Recent and Specific Experience
General Perceptions
65
57
60
64
64
53
51
50
64
47
47
50
63
40
62
62
Service Quality (0-100)
62
61
61
60
20
60
10
59
Provincial
Municipal
Federal
0
58
Provincial
Citizens First
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Guess What?
4 of the top 5 services are Public Services
Fire departments Public libraries Supermarkets Pol
ice Provincial/Territorial parks Department
stores Telephone companies Canada
Post Taxis Revenue Canada Hospitals Banks Cable
television companies Road maintenance
79 77 72 66 65 61 61 59 56 54 52 51 49 40
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Citizens First Analysis ModelMore than just
Ranking Services
Citizens Needs Expectations
Improving Service
Access
PRIORITIES FOR IMPROVEMENT
Service Quality
SERVICE QUALITY Ones experience with the
service
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Five Drivers of Citizen Satisfaction

• Timeliness I was satisfied with the amount of
  time it took to get the service.
• Knowledge / Competence Staff were knowledgeable
  and competent.
• Courteous/Extra Mile Staff were courteous /
  went the extra mile to make sure I got what I
  wanted.
• Fairness I was treated fairly.
• Outcome I got what I needed.

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Improving Service

• Citizens who get good service on all 5 drivers
  rate service quality at 89

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Service Expectations
Telephone
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Service Standards Success

The Government of Ontario has had success with
service standards
Achievement of the Standard Element 80 or
better

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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

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Confidence in Government
Source Communications Canada
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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 F
ederal
Benefit Government services have a positive
effect on me and my family
Adequacy The services that I get from
governments meet my needs
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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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Citizens First Service Model
Citizens Needs Expectations
Improving Service
Access
PRIORITIES FOR IMPROVEMENT
Service Quality
SERVICE QUALITY Ones experience with the
service
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Expectations are Rising
Citizen expectations continue to rise relative to
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?
Q. What quality of service should you get from
government, compared to the private sector?
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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.
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Citizens First Service Model
Citizens Needs Expectations
Access
Improving Service
PRIORITIES FOR IMPROVEMENT
Service Quality
SERVICE QUALITY Ones experience with the
service
26
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.
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
Internet 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
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
28
Telephone Access
When citizens use the phone, ease of access
scores are low
Two Channels Internet Mail 77 Office
Mail 76 Office Internet 68 Phone
Office 64 Phone Mail 63 Phone Internet 59
Single Channel Office Visit 75 Kiosk 74 Intern
et/email 69 Mail 65 Telephone 63
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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?
And where do they go next?
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Importance of First Contact?
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
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Time is Critical
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
Email
In-Person
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Access Patterns
We are seeing a gradual shift toward electronic
service delivery
Source Ekos, 2000 / 2002
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Trend? Future Method of Contact
Potential for significant movement, especially
among e-users
Source Ekos, 2002
Q. Thinking about 5 years from now, what do you
think will be your main method of contact with
governments?
36
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?
37
Internet Use
And a growth in the number of users visiting
government online
38
Internet Usage Patterns
But, ESD still dominated by information access,
not transactions
Q. Why did you visit this site? Check all that
apply
39
Multi-Channel Service
The real story is not ESD it is the integration
of service channels
In 2000, only 26 used more than one
channel. Today ½ of all service interactions
involve more than one channel.
40
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 Percent Phone 55 Visit an office 48
Internet 30 Mail 25 Email 9
Percentage of service experiences involving each
service channel
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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

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Channel Decision Framework
The channel decision framework is a function of
both client characteristics and service
characteristics
Channel
Service
Client
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Citizens First Service Model
Citizens Needs Expectations
Access
Improving Service
PRIORITIES FOR IMPROVEMENT
Service Quality
SERVICE QUALITY Ones experience with the
service
44
Drivers of Satisfaction
We have a better understanding of what drives
satisfaction
Internet
In-Person / Phone
Timeliness Knowledge / Competence Extra Mile /
Extra Smile Fairness Outcome
Easy to Find Service Outcome Visual
Appeal Complete Information
Results used to inform Common Measurements Tool
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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. Im
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 theres lots
of parking.
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Tracking Change
Overall, satisfaction scores are going up
All numbers are national
Significant Improvements with Hunting/Fishing
Permits, Health Card Applications, Social
Assistance, Workers Compensation, Small Business
Start-up, Canada Post, Employment Insurance.
47
Satisfaction by Channel
Does online service delivery lead to higher
satisfaction?
48
The Online Advantage
The answer is a qualified yes
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Citizens First Service Model
Citizens Needs Expectations
Access
Improving Service
PRIORITIES FOR IMPROVEMENT
Service Quality
SERVICE QUALITY Ones experience with the
service
50
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
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Looking Forward
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• 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

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From Reflection to Action
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Common Measurements ToolA Scientific Approach
to Service Improvement

• User-friendly survey design tool
• Supported by the Institute for Citizen-Centred
  Service.