©Institute for Citizen-Centred Service Citizens First 3 Have Your Say Pubic Sector Service Delivery Council Public Sector CIO Council February 17, Toronto

©Institute for Citizen-Centred Service Citizens First 3 Principal Sponsor Treasury Board of Canada Secretariat Enhanced Sponsors Canada Customs and Revenue Agency Province of Ontario Province of Québec Core Sponsors Province of Alberta Province of British Columbia Canada Post Environment Canada Core Sponsors (cont.) Province of Manitoba Province of New Brunswick Province of Nova Scotia City of Ottawa Quebéc City Province of Saskatchewan City of Toronto City of Vancouver Regional Municipality of York Yukon 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 OverallGovernmentPerformanceRatingOverallGovernmentPerformanceRating Overall Service Quality RatingOverall Rating Source: Communications Canada

©Institute for Citizen-Centred Service Confidence in Government Service Quality Municipal Provincial Territorial Federal 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”

©Institute for Citizen-Centred Service 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.”

©Institute for Citizen-Centred Service Access ACCESSING THE SERVICE Service Quality SERVICE QUALITY: One’s experience with the service Improving Service PRIORITIES FOR 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?

©Institute for Citizen-Centred Service 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.

©Institute for Citizen-Centred Service Access ACCESSING THE SERVICE Service Quality SERVICE QUALITY: One’s experience with the service Improving Service PRIORITIES FOR 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 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.”

©Institute for Citizen-Centred Service Barriers to Access 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 All usersInternet Users Telephone access remains a significant problem.

©Institute for Citizen-Centred Service Single Channel Office Visit75 Kiosk74 Internet/ 69 Mail65 Telephone63 Telephone Access When citizens use the phone, “ease of access” scores are low Two Channels Internet + Mail77 Office + Mail76 Office +Internet68 Phone + Office64 Phone + Mail63 Phone + Internet59

©Institute for Citizen-Centred Service Service Delivery Paths Clients (Citizens and Businesses) Walk-inTelephoneInternetOther Of those, how many receive service on first contact? 74%37%57%71% And where do they go next? 67% Walk-in 21% Telephone 39% Walk-in 38% Telephone

©Institute for Citizen-Centred Service Importance of First Contact? First contact appears to have a significant impact on satisfaction...

©Institute for Citizen-Centred Service First Contact Problems …and 75% needed to make more than one contact

©Institute for Citizen-Centred Service 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?

©Institute for Citizen-Centred Service Service Expectations Telephone In-Person

©Institute for Citizen-Centred Service 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?

©Institute for Citizen-Centred Service Internet Use And a growth in the number of users visiting government online

©Institute for Citizen-Centred Service Internet Usage Patterns But, ESD still dominated by information access, not transactions Q. Why did you visit this site? Check all that apply

©Institute for Citizen-Centred Service 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

©Institute for Citizen-Centred Service Channels Are Not Isolated ChannelPercent Phone55 % Visit an office48 % Internet 30 % Mail25 % 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

©Institute for Citizen-Centred Service 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 Need to ensure timely and efficient transitions between channels

©Institute for Citizen-Centred Service Channel Decision Framework Channel Service Client The channel decision framework is a function of both client characteristics and service characteristics

©Institute for Citizen-Centred Service Access ACCESSING THE SERVICE Service Quality SERVICE QUALITY: One’s experience with the service Improving Service PRIORITIES FOR IMPROVEMENT FINDING THE SERVICE Citizens’ Needs & Expectations Citizens First Service Model

©Institute for Citizen-Centred Service Drivers of Satisfaction Timeliness Knowledge / Competence Extra Mile / Extra Smile Fairness Outcome Easy to Find Service Outcome Visual Appeal Complete Information In-Person / Phone Internet Results used to inform Common Measurements Tool We have a better understanding of what drives satisfaction

©Institute for Citizen-Centred Service 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: 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

©Institute for Citizen-Centred Service Satisfaction by Channel Does online service delivery lead to higher satisfaction?

©Institute for Citizen-Centred Service The Online Advantage The answer is a qualified “yes”

©Institute for Citizen-Centred Service Access ACCESSING THE SERVICE Service Quality SERVICE QUALITY: One’s experience with the service Improving Service PRIORITIES FOR 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 waiting74 Reduce red tape69 Create a “one-stop” service 69 Simplify forms and documents65 Extend office hours 63 Make it easier to get information about the service62 Use plain language 61 Make the service available electronically61 Give more decision-making power to staff54 Improve the courtesy of staff53

©Institute for Citizen-Centred Service 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 Charles Vincent