evaluating the effectiveness of your multi-channel service delivery initiative

Evaluating The Effectiveness

of your Multi-Channel

Service delivery Initiative

Ottawa, February 11, 2003

Service Quality Support

Content• SNB Service Quality Model • Evaluating and consulting on:• Service expectations• Service engineering• Quality assurance activities• Customer satisfaction• Questions

Customers want / SNB wants:Customers want / SNB wants:• Clear path through the maze• No “wrong door” for service• Timeliness, fairness, competence and

courtesy

Our Service Network SNB Service Centres

36 offices 35 communities Wide range in scale

SNB Online (www.snb.ca) WWW Applications (vehicle

renewal, e-forms, service packaging etc.)

PLANET Driver Abstract Service

(ACOL) Business Registry Corporate Affairs online

SNB Teleservices Dalhousie (opened June 1997) 24 Agent stations 75 Hours a week

Municipal Services

Channel Integration

• Goal - most services over all channels

• Same fulfillment regime• Inter-connected service support• Same web application

SNB Edmundston

Virtual Fulfillment

SNB Service Quality ModelIdentify customer service needs and

expectations

Results of analysis fed to organization Results &

benchmarksmeasured

Benchmark & standards are defined with

customers, business partners & staff

Projects, training and process improvement

prioritized and managed

Customer Service Model

Projects, training and process improvement

prioritized and managed

Identify customer service needs and

expectations

Feed organization with analysis of

results

Measure results & benchmark

Define benchmark/ standards with

customers, business partners & staff

Define benchmark/ standards with

customers, business partners & staff

Service Expectations

– Canada vs New Brunswick –

5 610

3629

40

48 5243

9 126

2 2 1

0

25

50

75

4 hr Same day Nextbusiness

day

2 days 3 days +

2002-N.B.

2002-Canada

2000-Canada

Percent of respondents

1 1 2

1514

30

413942

3335

20

9 105

1 1 1

0

25

50

75

1 2-4 5-9 10-14 15-29 30-60 >602002-NB

2002-Canada

1998-Canada

Percent of respondents

Number of minutes

96

1210

2020

31 32

16 16

5 72 3

5 6

0

10

20

30

40

50

10sec

20sec

30sec

1 min 2 min 3 min 4 min 5min

NB

Canada

Percent of respondents

84 % in Canada and 59% in N.B. find 30 seconds

acceptable36% in Canada and 41% in N.B. find more

than 30 seconds NOT acceptable

Telephone

In-Person

Email

Drivers of Satisfaction

TimelinessKnowledge /CompetenceExtra Mile / Extra Smile

FairnessOutcome

Easy to Find ServiceOutcome

Visual AppealComplete Information

In-Person / Phone Internet

We have a better understanding of what drives satisfaction

Consultation & Evaluation Subjects

• Developing customer service standards

• Service engineering

• Quality assurance activities

• Customer satisfaction

Establishing Service Standards

Nine focus groups reviewing customer service standards with staff and customers(Web, Teleservices and OTC)

E-mail survey for ESD customers (twice a year) Driver Examiner service standards consultations

currently underway.

Service Standard ModelService channel

Quality driver

Standard on Customer

satisfaction

Indicators How to measure

Web

Ease finding the service

95% +

Support calls &

Comments

On-line surveys

Examples of Results from Web Portal Page

SNB WebsiteSNB Website

In December 2002, a customer focus group on SNB web portal In December 2002, a customer focus group on SNB web portal page indicated some important characteristics which are:page indicated some important characteristics which are:

Mean Mean SatisfactionSatisfaction

(range 1 to5)(range 1 to5)

1. It is visually appealing 3.50

2. It’s easy to find what I am looking for 3.05

3. It has all the information I need 3.10

4. Pages load quickly 4.45

5. There are useful links to related sites 3.50

Service EngineeringCustomer input:

• Before implementation of new products or services • Changes to a current product or service for all three

channels.

For example:• Review of the web portal page (look and feel).• customers on electronic audio revision.

Example of EA Revision

Press 1, English

Press 1, Registrations, Licences and Permits

Press 2, Inquiries and Application Forms

Press 3, Payments and Change of Address

Press *, To repeat this information

Customers want / SNB wants:Customers want / SNB wants:

• Clear path through the maze• No “wrong door” for service• Timeliness, fairness, competence and courtesy

Support for Better Integration/One-Stop Shop for Government Services

11.3

3.8 1.7

55.4

23.2

9.05.4 3.8 3.2

21.5

59.0

0

20

40

60

80

100

Stronglyagree

Agree Neutral Disagree Stronglydisagree

Don'tknow/noresponse

Service New Brunswick

National Average (Citizens)

n=1,448 (unweighted), national average citizens only n=1,871 (weighted)

% of respondents

Importance of First Contact?First contact appears to have a significant

impact on satisfaction...

0

10

20

30

40

50

60

70

80

1st Contact 2nd Contact 3rd Contact 4th Contact

Service NewBrunswick

National Average(Citizens)

National Average(Total)

Source: IPAC-2001

Service Outcome - First Contact

87.3

7.31.4 2.0 1.0

68.7

6.32.5

25.2

3.48.7

2.34.0

17.1

60.0

0

20

40

60

80

100

Service Received Referred onwithin Branch

Referred todifferent branchor government

Other On-going

Service New Brunswick

National Average (Citizens)

National Average (Total)

% of respondents

n=1,448 (unweighted), national average citizens n=1,871 (weighted), national average total n=3,792 (weighted)

Quality Assurance Activities

Office 1 Office 2 Office 3 Office 4 Office 5 Office 6 Office 7

TG/R

R

MV E

rrors

/PTA

Transaction Guides (not completed)

Risk Ranking

MV errors

Property Tax Allowance

Overall, the most important output is

Customer Satisfaction

Results

Overall Satisfaction with Service Received

n=1,448 (unweighted), national average citizens n=1,871(weighted), national average total n=3,792 (weighted)

85.1

6.7

85.8 85.5

72.4

92.3

81.9

7.43.0

12.14.65.6

0

20

40

60

80

100

Provincial Federal Municipal ServiceNew

Brunswick

NationalAverage

(Citizens)

NationalAverage(Total)

Satisfied/Very SatisfiedDissatisfied/Very Dissatisfied

% of respondents

Mean of SatisfactionMean of Satisfaction-Quality of service- -Quality of service-

Services NB CanadaBirth, marriage, death registration & certificates

71% 59%

Hunting and fishing licences

73% 73%

Motor vehicle registration, drivers’ licence

78% 69%

Property tax collection 72% 66%

Customer Opinion About Future Directions - Selected Issues

55.2

46.8

57.7

64.9

78.6

67.2

41.3

44.2

66.4

80.5

0 20 40 60 80 100

Governments are being innovative inimproving service delivery

Governments should make more servicesavailable from kiosks

Governments should make more servicesavailable on the Internet

Governments should link services through asingle Internet portal

Governments should make services availablein the same office (one-stop shop)

% Strongly Agree/Agree

Service New Brunswick

National Average (Citizens)

n=1,448 (unweighted), national average citizens only n=1,871 (weighted)

SNB Service Quality ModelIdentify customer service needs and

expectations

Results of analysis fed to organization Results &

benchmarksmeasured

Benchmark & standards are defined with

customers, business partners & staff

Projects, training and process improvement

prioritized and managed

Questions?Questions?