1. Measuring Client Satisfaction in the Canadian Public Sector
Charles Vincent Institute for Citizen-Centred Service
June 27, 2005

2. Agenda The Institute for Citizen-Centred Service
Measuring Satisfaction of “Citizens”
Measuring “Client” Satisfaction: The Common Measurements Tool (CMT)

3. ICCS Mission and Mandate
To promote high levels of citizen satisfaction with public-sector service delivery.
Platform for Horizontal Initiatives
Institute for Citizen-Centred Service
Research
Common Measurements Tool
Knowledge Management

4. Source: National Quality Institute Survey 1997
What We Knew in 1997
DELIVERY
TURN-OFF
PEOPLE
EXCELLENCE
Banks 70%
Large Retail 66%
Gov’t 40%
Small Retail 86%
Pharmacies 92%
Source: National Quality Institute Survey 1997

5. What We Didn’t Know in 1997
How satisfied citizens were with public-sector services; and how they rated these against 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…

6. Filling the Gaps “Outside-In”

7. Focusing on the Drivers of Satisfaction
Timeliness
Knowledge
Fairness
Extra Mile / Courtesy
Outcome
Citizens who get good service on all 5 drivers rate SQ at 89 out of 100
If a citizen gives a good rating on all five of these drivers (4 or 5 out of five), the service quality rating is 89/100.
However, as this slide shows, if the number of drivers rated good declines, say to 4 of the 5, the overall service quality rating drops from 89 to 76/ 100! More strikingly, those who rate all five drivers poor rate service quality at 22/100!
We also know from our research on drivers that timeliness is the most important driver – it has a stronger effect on service quality ratings than any of the others and it receives the lowest performance score.

8. Canada’s Improving Service Reputation
The results from Citizens First demonstrate that service quality ratings can be improved.

9. Government of Canada: Service Improvement Initiative
All programs will set a minimum 10% client satisfaction improvement target, to be achieved by 2005.
1. National Film Board, National Museums
2. CPP, Old Age Pension
3. National Parks
4. Passports: Get or renew a passport
5. Canadian Coast Guard, Search and rescue
13. Canada Employment Centres
14. Financial services
15. Employment Insurance (EI)
16. Canada Post
17. Parole Board, federal prisons
Government of Canada Services*
1998
2003
10% ?

10. Common Measurements Tool: A Foundation in Research
Empirical research findings on the drivers of client satisfaction serve as the foundation for CMT questions. In turn, CMT results inform future rounds of research.

11. The Common Measurements Tool
A multi-channel instrument for designing client satisfaction surveys;
Designed by public servants, for public servants;
Enables organizations to benchmark results;
Being used across Canada and in a growing number of other countries.
1999 Gold Award
2000 Silver Award

12. “Core” CMT Questions ESD Core Questions
Core questions are important for benchmarking
Questions are aligned with the empirically-validated drivers of client satisfaction
Some cross-channel and some unique to channel
ESD Core Questions
Overall Satisfaction* Navigation
Timeliness* Visual Appeal
Accessibility* Information
Communication* Privacy
Outcome*
* Common to all channels

13. Getting to National Results
The CMT is designed to be used by ministries/ departments in identifying priorities for service improvement.
Design ensures it can be used in various environments and with varying degrees of sophistication.
Common questions ensure a national perspective can be obtained.

14. Veterans Affairs Canada Saskatchewan Workers’ Compensation Board
Case Studies
Veterans Affairs Canada Saskatchewan Workers’ Compensation Board

15. CMT and Health Care Services
As a “common” set of questions, the CMT is designed to be used across a wide variety of service environments.
Health care is an area of particular interest in Canada, and one which is often considered a “unique” service experience.
In British Columbia, the Ministry of Health has designed a patient satisfaction survey around CMT questions.
Cognitive validation is complete
Next steps: Field testing and item validation

16. CMT Benchmarking Database
Central database for storing CMT data is housed with the ICCS;
Provides ability to anonymously compare results against peer organizations;
Database can also be used to provide national perspective, search for trends, and identify good practices.

17. Comparing Apples with Apples
Different services are predisposed to different score ranges

19. Please do not Hesitate to Get in Touch
Charles Vincent