Summary of Research How do Canadians Feel About the Telephone Channel? Prepared by: Cathy Ladds, Chief Information Officer Branch, and Charles Vincent, ICCS June 2005

2 2 2Slide/ Agenda Recent research studies Use of the telephone to access services Satisfaction with telephone service delivery Ease of Access to services via the telephone Strengths and Weaknesses of the telephone as a delivery channel Channel Decision Framework: Who should use the telephone when?

3 3 3Slide/ What do we know? Recent Canadian studies looking at telephone service delivery in the public sector: –Compas - Multi-Channel Service Delivery (2003) –Ipsos-Reid – Govt. Service & Satisfaction (2005) –Ekos – Rethinking the Information Highway (2005) –Citizens First 3 (2002) and Citizens First 4 (2005) –Taking Care of Business (2004)

4 4 4Slide/ How Businesses and Citizens Access Service The telephone is the most popular channel for accessing government services: The Peoples Channel

5 5 5Slide/ Channel Choice 40% Research from Ekos (below) and Ipsos-Reid supports the popularity of the telephone for accessing government services

6 6 6Slide/ Satisfaction by Channel Internet/ Office visit Kiosk Phone Mail Other SERVICE QUALITYVery poorVery good Despite being the most popular channel, it consistently delivers some of the lowest satisfaction scores Source: Citizens First 3

7 7 7Slide/ Ease of Access by Channel Moreover, Ease of Access scores are also lowest for the telephone Source: Ekos -Rethinking the Information Highway

8 8 8Slide/ Single Channel Office Visit75 Kiosk74 Internet/ 69 Mail65 Telephone63 Ease of Access – Multi-Channel When citizens use the phone with other channels, ease of access scores are lowest Two Channels Internet + Mail77 Office + Mail76 Office +Internet68 Phone + Office64 Phone + Mail63 Phone + Internet59 Source: Citizens First 3

9 9 9Slide/ Barriers to Access 1. Telephone lines were busy 2. Bounced around from one person to another 3. Trouble with Interactive Voice Response or Voice Mail 4. Did not know where to start 5. Could not find the service in the Blue Pages When asking about ease of access in general, issues related to the telephone rise to the top. Source: Citizens First 3

10 Slide/ Drivers of Satisfaction Understanding the drivers of satisfaction can help us focus our service improvements efforts l Drivers of Satisfaction: l Timeliness l Knowledge l Fairness l Extra Mile / Courtesy l Outcome l Citizens who get good service on all 5 drivers rate SQ at 89 out of 100

11 Slide/ Timeliness Timeliness has received a fair amount of attention since it is the most significant driver of satisfaction, as well as the one rated lowest Q. How long did the entire experience take - from the time you first contacted the government until you got what you needed? Source: Citizens First 3

12 Slide/ The telephone is perceived to be a relatively fast channel Citizen Perceptions

13 Slide/ The telephone is also used in many quick service situations. Citizen Experiences Source: Ekos -Rethinking the Information Highway

14 Slide/ Service Standards With these facts in mind, many organizations have turned to setting service standards related to the speed with which the phone will be answered. When you telephone a government office with a routine request, what is an acceptable length of time to wait before you speak to a person?

15 Slide/ Importance of First Contact? However, more than speed, first contact appears to have a significant impact on satisfaction...

16 Slide/ How Canadians decided to call… –Phonebook/Blue Pages32% –Number listed on letter/form/ advertising/brochure23% –Number listed on Website (Government or Other)16% –Word of Mouth/Personal Knowledge10% –Other/Dont Know19% Source: Ipsos-Reid Government Service & Satisfaction

17 Slide/ Strengths and Weaknesses of the Telephone What Canadians consider to be STRENGTHS of the telephone channel: Accessibility – can call from home or work Cost – inexpensive (local or 1-800) Speed – can be fast, efficient, instantaneous Information – detailed answers to specific questions, referrals Convenience – no office visit, no office line-ups Personalized service – human touch, advice, one-on-one, accountability (can get service reps name) Other – privacy, anonymity, less intimidating than office visit Source: Compas

18 Slide/ Strengths and Weaknesses of the Telephone What Canadians consider to be WEAKNESSES of the telephone channel: Accessibility – IVR/voice mail, calls not returned, no extended hours, run-around, busy periods Cost – expensive if no toll-free or local number Speed – long waits or put on hold Staff – not always helpful/knowledgeable, inconsistencies, rudeness, accents Information – can be conflicting, wrong or incomplete, not a good medium for large volume of information Other – confidentiality problem in smaller communities Source: Compas

19 Slide/ Channel Decision Framework The channel decision framework is a function of both client characteristics and service characteristics Channel Service Client

20 Slide/ Service Characteristics CHANNEL SUITABILITY - TELEPHONE: To start or prepare for an office visit To obtain general information/request information To get answers to specific or personal questions To get answers to program-related questions To obtain advice/guidance To conduct simple transactions Source: Compas

21 Slide/ Channel use in specific situations Q. I would now like you to tell me which way of contacting the Government of Canada Internet, telephone, in-person, mail or at a kioskyou would most likely choose when looking for the following kinds of service or information? Source: Ipsos-Reid

22 Slide/ Client Characteristics Demographic profile of those who use the telephone to contact government: More likely to live in rural areas, be middle-aged and older and have lower levels of education and income Regionally, telephone is used more often than average by those in Quebec, the Atlantic Provinces, Saskatchewan and Manitoba Note: Ekos-RIH study also suggested that women tended to use the telephone more than men Source: Ipsos-Reid

23 Slide/ Discussion/Questions Utility is when you have one telephone, luxury is when you have two, opulence is when you have three - and paradise is when you have none. Doug Larson