citizen satisfaction with the u.s. federal government: a review of 2011 results from acsi
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Citizen Satisfaction with the U.S. Federal Government: A Review of 2011 Results from ACSI. Forrest V. Morgeson III, Ph.D. American Customer Satisfaction Index (ACSI) Washington, D.C., January 19, 2012. Snapshot of ACSI. - PowerPoint PPT PresentationTRANSCRIPT
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ACSIAmerican Customer Satisfaction Index TM
Citizen Satisfaction with the U.S. Federal Government:
A Review of 2011 Results from ACSI
Forrest V. Morgeson III, Ph.D.
American Customer Satisfaction Index (ACSI)
Washington, D.C., January 19, 2012
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Snapshot of ACSI
• Established in 1994, ACSI is the only standardized measure of customer satisfaction in the U.S. economy, covering more than 225 companies in 45 industries and 10 economic sectors; companies measured account for roughly one-third of the total U.S. GDP
• A quarterly measure of the national economy’s health; complementary to measures such as inflation and unemployment
• 100+ departments, agencies, programs and websites of the U.S. Federal Government measured on an annual basis
• Results from all surveys are published quarterly in various media and on the ACSI website, www.theacsi.org
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ACSI and Citizen Satisfaction
• ACSI measured portions of the Federal government as early as 1994
– Internal Revenue Service measured as part of the private sector study back to 1994
– Measurement of core Local Government services (police, waste disposal) also began in 1994
• In 1999, ACSI was chosen as the “gold standard” measure of citizen satisfaction by the U.S. Federal government
– ACSI measured 30 “high impact” government agencies, reflecting the vast majority of citizen interactions with government, in 1999 and 2000
• Although now relying on optional agency buy-in, participation in the ACSI study has grown significantly
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Why Measure Satisfaction with Government?
More efficient budgetary and resource allocation
Monitor and motivate public employees
Set “baseline” for customer satisfaction, measure progress, and
benchmark performance
Provide critical information for annual performance reporting
Identify areas for improving quality of service provided
to customers
Raise trust in government agencies and the
government overall
Enhance government transparency and
accountability
ACSIDevelop new citizen-
government “feedback loop”
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ACSI Methodology
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ACSI Methodology
• In the ACSI Model, Customer Satisfaction (ACSI) is embedded in a system of “cause-and-effect” relationships
• The variables in the ACSI Model are measured using multiple indicators, increasing their precision and reliability
• The central objective of the model is to explain what influences ACSI, and what is influenced by it
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● A component score is a weighted average of a set of attributes, or survey questions, comprising a component or activity. Responses to survey questions are given on a 1-10 scale, which are then converted to a 0-100 scale for score reporting.
● An impact, on the other hand, predicts the increase in satisfaction that would result from a 5-point increase in a component score.
● Areas for improvement are those components or activities with a relatively low score and a relatively high impact on satisfaction.
In the simplified example shown here, Activity 2
would be a key action area due to its relatively low score and high impact.
ACSI
65Activity 2
65
Activity 1
76
1.5
.8
Impact
Score
EXAMPLE
ACSI Methodology
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2011 ACSI Overall ResultsU.S. Federal Government
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68.6 68.6
71.3
70.270.9
72.171.3
72.3
67.868.9 68.7
65.4
66.9
60
65
70
75
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
*A methodology change in 2007 limits comparability to prior years. Year-to-year trending is recommended.
Aggregate Federal Satisfaction, 1999-2011*
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● Year-on-year, the Federal Government ACSI score increased significantly, up 1.5 points from 2010, a gain of 2.3%
● This gain erases almost half of the large 3.3-point decline between 2009 and 2010
Satisfaction Gain 2010 to 2011
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2011 Federal Government ACSI Model
N = 1381; 90% Confidence Interval = 1.2
CustomerComplaints
CustomerComplaints
Agency TrustAgency Trust
Customer Satisfaction
(ACSI)
Customer Satisfaction
(ACSI)
PerceivedQuality
PerceivedQuality
Customer Expectations
Customer Expectations
CustomerService
CustomerService
InformationInformation
ProcessProcess
Confidence
Recommend
Courtesy
Professional
Clarity
Accessibility
Ease
Timeliness
71
72
79
70
74
67
69
10%
2.1
0.6
1.8
0.4
4.0
0.7
-1.7
4.8
0.1
69
68
WebsiteWebsite
Ease
Usefulness
74
80
78
72
72
71
71
77
69
3.1
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Citizen Satisfaction by Federal Department
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Public and Private Sector Comparisons
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Complaint Behavior and Citizen Satisfaction
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Few Citizens Complain, but…
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
Federal Government
Supermarkets Airlines Banks Cable TV
10%12% 14%
22%
41%
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Complaints are Handled Poorly, and…
30
40
50
60
70
80
Airlines Federal Government
Banks Cable TV Supermarkets
43 44
5860
69Complaint Handling Score (0-100)
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Complaint Handling Impacts Satisfaction
20
25
30
35
40
45
50
55
60
65
70
75
80
Citizen Satisfaction
25
65
Satisfaction when Complaint Handled Poorly
Satisfaction when Complaint Handled Well
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Contact Channel, Satisfaction and Agency Trust
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Satisfaction by Most Frequent Contact Channel
50
60
70
80
90
Printed Materials
Phone Visiting an Agency
Website Email
60
6668 68 70
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60
65
70
75
Phone Contact; Printed Materials
Website; Email
65
69
Agency Trust by Most-Popular Contact Channels (Offline vs. Online)
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Demographics and Citizen Satisfaction
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Citizen Satisfaction and Gender
30
40
50
60
70
80
Male Female
66 68
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Satisfaction with Federal Agencies among Citizensin the 10 Most Populous States
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Satisfaction, Trust and Ideology
30
40
50
60
70
80
Conservative Liberal
6570
6671
Agency Trust
Satisfaction
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Agency Trust and Diffuse Trust with the Federal Government
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● ACSI measures both agency trust (confidence in the agency experienced), and generalized trust (trust in the Federal government as a whole)
● Similar to the results found in other studies, trust in Washington D.C. scores far lower than trust in individual agencies experienced
● This year, trust in Washington D.C. has dropped significantly, while trust in the performance of particular agencies has increased slightly
Agency and Diffuse Trust
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Agency and General Trust
30
35
40
45
50
55
60
65
70
75
Agency Trust General Trust
68
41
69
36
2010
2011
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Agency and Diffuse Trust
Agency TrustAgency Trust
Customer Satisfaction
(ACSI)
Customer Satisfaction
(ACSI)
1.2
4.8Overall Trust in
Federal Government
Overall Trust in Federal
Government
69
67
0.6
36
● These results show that while satisfaction with an agency experience drives overall trust in the government directly, it also has a strong effect through agency trust
-In other words, agencies that offer a more satisfying experience will build trust in their agency, but also help build (or rebuild) general trust in the entire Federal government among American citizens
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ACSI
• For more information, visit the ACSI website at: www.theacsi.org