1. Achieving Continuous Improvement in Client Satisfaction
Brian Marson and Faye Schmidt
Service and Innovation,
Treasury Board Secretariat of Canada

2. Management Commitments
The Results for Canadians management philosophy is based on four commitments:
citizen focus
values
responsible spending
achieving results

3. Citizen-Centred Service and the Management Board Agenda
Better service for Canadians is central to this Agenda.
To achieve it, the Government of Canada is implementing three major initiatives to:
Focus directly on client satisfaction
Service Improvement Initiative
Improve citizen access
Service Canada
Modernize service delivery
Government On-line

4. Policy Framework
All departments and agencies directly serving citizens will adopt a systematic approach to service improvement planning integrated with their annual business planning process;
Client satisfaction will be measured at least annually for key services to the public using the Common Measurements Tool metrics; set a minimum 10% client satisfaction improvement target, to be achieved over the next five years;
Targets and performance against targets (client satisfaction and service standards) will be measured and reported annually in departments’ RPP/DPR documents;
Accountability for results, “from Clerk to clerk”;
TB President’s Awards will be established for excellence in improving client satisfaction

5. Service Improvement Initiative: Improving Service Performance
In May, 2000 Treasury Board approved the Service Improvement Initiative and a policy framework for a results-based approach to continuous service improvement
The initiative and policy framework are based on the recommendations of an interdepartmental committee on service improvement (ACSI) and will continue to be driven by the service community

6. Service Improvement Initiative: Improving Service Performance
The Committee found that public sector best-practice organizations use a results-based approach to continuous improvement of client satisfaction, integrated with the annual business planning process
Analysis of 260 departmental examples suggests:
targeted service improvement planning exists in pockets;
client satisfaction rates have increased by up to 40%;
a systematic results-based approach is not widespread.

7. Example: Canada Economic Development
Client Satisfaction with IDEA - SME Program
Quality of Service in General

8. Example: Environment Canada Prairie and Northern Region (HR Branch)
Client Satisfaction with HR Services

9. Example: Continuous Improvement in Client Satisfaction at the US Postal Service
NATIONAL PERFORMANCE TREND
500
520
540
560
580
600
620
640
660
680
700
96-4
97-1
97-2
97-3
97-4
98-1
98-2
98-3
98-4
99-1
99-2
Index Value
National Accts.
Premier Accts.
Business Accts.
Residential
New
Survey
Contract
Changes

10. Five Key Drivers of Citizen Satisfaction
Five Key Drivers of Citizen Satisfaction Explain 70% of the Variance in Service Quality Ratings
Timeliness
Courtesy, Comfort
Knowledge, Competence
Timeliness Is By Far The Most Powerful Driver - When One Driver Fails, It Is Most Often Timeliness
Fair treatment
Outcome
Source: Erin Research Inc. Citizens First, 1998.

11. Results-based Service Improvement Planning and Implementation
Measure Clients’
Satisfaction
Where Are We Now?
Measure Clients’ Expectations & Priorities
Where Do Our
Clients Want Us To Be?
Staff
Involvement
Set Targets & Develop Service Improvement Plan
How Will We
Get There?
Implement, Monitor, Measure & Ensure Accountability
How Do We Make
It Happen?

12. Results-based Service Improvement Planning and Implementation
Measure Clients’ Satisfaction
Staff
Involvement
Where Are We Now?
Where Do Our
Clients Want Us to Be?
How Will We
Get There?
How Do We Make
It Happen
Set Targets & Develop Service Improvement Plan
Measure Clients’ Expectations & Priorities
Implement, Monitor, Measure & Ensure Accountability
Measure Clients’
Satisfaction
Departments and agencies with significant direct service delivery activities will:
Adopt a comprehensive continuous improvement planning and implementation approach
Establish documented baseline measures of client satisfaction for key services to the public using Common Measurements Tool metrics

13. Results-based Service Improvement Planning and Implementation
Staff
Involvement
Where Are We Now?
Where Do Our
Clients Want Us to Be?
How Will We
Get There?
How Do We Make
It Happen
Set Targets & Develop Service Improvement Plan
Measure Clients’ Expectations & Priorities
Implement, Monitor, Measure & Ensure Accountability
Measure Clients’
Satisfaction
Departments and agencies with significant direct service delivery activities will:
Measure clients’ expectations and identify priorities for service improvement
Measure Clients’ Expectations & Priorities

14. Results-based Service Improvement Planning and Implementation
Departments and agencies with significant direct service delivery activities will:
Set explicit targets to increase citizen satisfaction with government services - a minimum objective of 10% improvement by 2005 compared to 1998 Citizens First, or organizations own year 2000 baseline survey
Adopt and publish core service standards for each service channel that are linked to clients’ expectations
Prepare annual service improvement plans based on clients’ priorities for service improvement.
Staff
Involvement
Where Are We Now?
Where Do Our
Clients Want Us to Be?
How Will We
Get There?
How Do We Make
It Happen
Set Targets & Develop Service Improvement Plan
Measure Clients’ Expectations & Priorities
Implement, Monitor, Measure & Ensure Accountability
Measure Clients’
Satisfaction
Set Targets & Develop Service Improvement Plan

15. Results-based Service Improvement Planning and Implementation
Departments and agencies with significant direct service delivery activities will:
Monitor, measure, and report results as part of the annual RPP/DPR reporting cycle using common government-wide metrics including:
service standards for key public services;
performance against these standards;
annual improvement in client satisfaction;
progress towards satisfaction targets.
Incorporate results-based service improvement accountability for managers into existing performance management systems, commencing with DMs.
Measure Clients’
Satisfaction
Where Are We Now?
Measure Clients’ Expectations & Priorities
Where Do Our
Clients Want Us to Be?
Staff
Involvement
Set Targets & Develop Service Improvement Plan
How Will We
Get There?
Implement, Monitor, Measure & Ensure Accountability
Implement, Monitor, Measure & Ensure Accountability
How Do We Make
It Happen

16. Service Improvement Initiative Implementation
ADM Steering Committee (ACSI) will guide the implementation of the initiative
Overall government -wide objectives will be balanced with the need for departmental flexibility by allowing departments to set:
the pace and rollout toward 5 year objective
service standards and monitoring
satisfaction targets for program and service level
TBS will provide support, tools and lessons learned

17. Improving Citizen Satisfaction: The Implementation Process
PHASE ONE
Implementation
of the SII Guidelines
in Lead Departments
LEAD DEPARTMENTS
Establish client satisfaction baseline benchmarks;
Service Improvement Plans based on client priorities;
Set targets for satisfaction improvement;
Action on key client priorities
Identify, monitor and report performance against service standards;
ALL DEPARMENTS
Identify and report on client-driven service standards
Establish client satisfaction baseline benchmarks
PCO
DM accountability accords
PHASE THREE
Annual Departmental
Service Improvement
Planning & Reporting
Dept’s report progress towards 10% improvement targets in annual performance reports
Set annual client satisfaction targets
SI Plans based on clients’ priorities
Action on clients’ service priorities
Report on performance against client-driven service standards
Dept’s measure client satisfaction annually using CMT metrics
ALL DEPARTMENTS
PHASE TWO
All Departments Measure
Client Satisfaction
and Plan Improvements
LEAD DEPARTMENTS
Set annual targets for
client satisfaction improvement
Service Improvement Plans based
on clients’ priorities
Action on key clients’ priorities
Report on performance against
service standards
Report client satisfaction
against baseline
ALL DEPARTMENTS
Set annual targets for client satisfaction
SI Plans based on client priorities
Action on key client priorities
Report performance against
client- driven service standards
TREASURY BOARD
Standards/Results in President’s Report
Initiate President’s Service Award
…...Clear and measurable service satisfaction goals

18. Together, improving citizen satisfaction,
…a new focus and measure of success.