Measuring the things that matter

1
Measuring the things that matter

• Introduction to rol
• Customer Satisfaction in Local Government
• The GovMetric approach
• Demonstration
• Benefits

2
Who are we?

• We work with local authorities, partnerships and
  other local government stakeholders
• Our passion is improving the dialogue between
  councils and citizens and businesses
• We have over a decade of local government
  experience, delivering solutions for
• Community Portals
• Online Consultation
• Citizens Juries
• Single Business Account
• National e-Service Delivery Standards
• Customer Satisfaction.

3
Customer satisfaction

• Customer satisfaction is fundamental to public
  service
• It is the single best measure of effective and
  efficient services
• Asking customers what they think about the
  services you provide will
• Enable good practice to be recognised, rewarded
  and replicated
• Help identify and prioritise areas for further
  improvement
• Raise the profile of customer service in your
  organisation
• Improve the public perception of your authority.

4
Some questions

• Are our customers satisfied with the services
  that we are providing?
• Are all of our access channels performing?
• What are the root causes of our problems?
• Do our staff require further training and
  development in customer care?
• How can we plan an effective, customer-centric
  access strategy and channel migration plan?
• How do we compare to our peers?

To answer these questions, you need management
information about the quality and quantity of the
services you provide.
5
Measuring service quality

• Qualitative measures look at the customers
  perception of the service, generally referred to
  as customer satisfaction
• Some common approaches for measuring customer
  satisfaction include
• Exit interviews
• Telephone surveys
• Postal surveys
• Mystery shopping.

6
What are the issues?

• These traditional approaches can be very useful
  in the right application, but they have
  limitations
• They are generally budget and resource intensive
• They are periodic, and results quickly go out of
  date
• They only sample small numbers of people, so the
  majority of customers views go unheard
• Customers are experiencing survey fatigue,
  making it harder to achieve high take-up and
  representative opinions
• It can be difficult to compare results
• Over time
• Across channels
• Between local authorities.

7
Measuring service volumes

• The most useful quantitative measure is
  interaction volume - the number of interactions
  between the local authority and its customers
• Most local authorities capture this information,
  but often in lots of different places
• CRM systems
• Queuing systems
• Telephony / ACD systems
• Internet / Web logs
• Manual tallies.

8
What are the issues?

• Because this data is typically collected and held
  in several different systems, it means
• Collecting data together into a single report can
  be time consuming
• Standardising how data is measured and
  categorised across different services and
  channels is difficult
• It is hard to analyse volumetric data alongside
  customer satisfaction data, and understand the
  relationships between them.

9
New approach GovMetric

• rol is working with local authorities to address
  these problems and limitations, by developing a
  customer feedback service which
• Is always on
• Is self-service for customers
• Achieves high-take up by customers
• Works across all channels and services
• Delivers consistent data enabling baselining,
  benchmarking and trend analysis
• Simplifies reporting
• This service is called GovMetric.

10
New approach GovMetric

• Customer satisfaction is measured face to face
  with intuitive and hardwearing touch screen
  panels

11
New approach GovMetric

• Customer satisfaction is measured on the
  telephone with a simple, quick to use touch-tone
  system

12
New approach GovMetric

• Customer satisfaction is measured on the website
  using eye-catching buttons that are placed on key
  web pages

13
New approach GovMetric

• Interaction volumes are harvested from existing
  systems

CRM
Datafeed
Queuing System
Datafeed
Telephony
Automated or Manual Flat File
GovMetric Database
Datafeed
Volumetric Data
Website Reports
Datafeed
Back Office Systems
Datafeed
14
New approach GovMetric

• Customer satisfaction data is then aggregated
  with volumetric data in a single database

CRM
Datafeed
Queuing System
TouchMetric
Datafeed
Datafeed
Telephony logs
TeleMetric
Automated or Manual Flat File
GovMetric Database
Datafeed
Datafeed
Volumetric Data
Qualitative Data
Web logs
WebMetric
Datafeed
Datafeed
Back Office Systems
Datafeed
15
New approach GovMetric

• Reporting Demonstration

16
Analysis of the first months results
from a GovMetric Early Adopter
17
Differences in the quality of the different
channels are already emerging
and services that have undergone front/back
officere-engineering are performing better.
18
In the first few weeks, over one thousand
feedback responses have been recorded across the
three channels.
It is already clear that the website is trailing
in terms of the quality of service if offers
customers.
19
Although service on the telephone channel is
generally good, waiting times are the number one
reason for customer dissatisfaction
which would normally be addressed by increasing
call handling capacity of the telephone channel.
20
However, further analysis of the web channel
shows that large numbers of customers are failing
in their attempts to self-serve.
This is resulting in increased demand on the
telephone channel.
Using GovMetric, this local authority is able to
identify and address the true root cause of
customer service issues.
21
GovMetric Overview
22
Efficiency benefits

• Reduces the costs of manually collating and
  reporting customer satisfaction and transaction
  data
• Enables more efficient deployment of other
  consultation resources, with the potential to
  reduce the cost of these activities
• Supports right first time service delivery and
  reduces the costs associated with rework
• Reduces the costs of dealing with complaints
• Informs the channel migration strategy and the
  shift to less expensive access channels
• Improves resource planning.

23
Other benefits

• Improves the customers' perception of the service
  
• Increases customer focus through consultation
• Raises the profile of customer services within
  the organisation
• Enables measurement against service standards,
  including the National eService Delivery
  Standards for Customer Service
• Develops employee customer care competencies
• Facilitates learning and sharing of information
  through regional and national benchmarking
• Helps identify opportunities for shared services.

24
Contact

• To find out more about how GovMetric can benefit
  your organisation, please contact
• t. 01572 756565
• e. info_at_govmetric.com
• w. www.govmetric.com