evaluating the effectiveness of your multi-channel service delivery initiative
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Evaluating The Effectiveness of your Multi-Channel Service delivery Initiative. Ottawa, February 11, 2003. Service Quality Support. SNB Service Quality Model Evaluating and consulting on: Service expectations Service engineering Quality assurance activities - PowerPoint PPT PresentationTRANSCRIPT
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
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?