measure satisfaction. foresee results
DESCRIPTION
MEASURE SATISFACTION. FORESEE RESULTS. Best Practices for Managing Citizen Satisfaction On Your Website WebShop 2004 July 28, 2004. Citizen Power. Internet Delivery. Web site Power. Traditional Delivery. The Citizen is in the Driver’s Seat. The Internet has put more power into the - PowerPoint PPT PresentationTRANSCRIPT
1
© 2004 ForeSee Results
MEASURE SATISFACTION.MEASURE SATISFACTION.
FORESEE RESULTS.FORESEE RESULTS.
Best Practices for Managing Citizen SatisfactionOn Your Website
WebShop 2004July 28, 2004
Property of ForeSee Results - Confidential2
The Citizen is in the Driver’s Seat
CitizenPower
Internet Delivery
Traditional Delivery
Web sitePower
The Internet has put more power into the hands of the Citizen-- Channel competition-- Challenge is to migrate citizens to lower cost, more efficient web channel
Ease of SwitchingDegree of Choice
Property of ForeSee Results - Confidential3
E-Government Evolution
5Cs of e-Government• Convenience – information and services
provided 24/7• Cost – lower cost of delivery to the citizen• Consistency – deliver the same quality
information to everyone• Communication – increased speed of
information dissemination• Community – new face of government to the
citizen
Property of ForeSee Results - Confidential4
Measure What Matters: Citizen Satisfaction
• We can’t manage without measurement• What we measure determines resource
allocation choices• The quality of measurements has a significant
effect on financial performance• Measure what matters to citizens, what will
influence their behavior• Satisfied citizens are your most important
asset• Satisfaction is forward-looking and predictive
Property of ForeSee Results - Confidential5
Managing Citizen Satisfaction Online
Citizen Satisfaction Metrics help you– Understand who’s visiting your web site and
why they are coming– Identify areas for improvement – what drives customer satisfaction and future
behaviors– Identify and quantify the impact of increasing
citizen satisfaction on behavior in advance– Prioritize resources and improvements based
on their ability to drive ROI– Demonstrate web initiative success and justify
budgets– Benchmark against other government agencies
and private sector companies
Property of ForeSee Results - Confidential6
How best to measure citizen satisfaction
• What We DON’T Want:– Measurement noise– Unknown relevance– Data pattern causality
• What We DO Want:– Measurement precision, accuracy, reliability– Causal evidence– Multi-channel measurement
Property of ForeSee Results - Confidential7
Evolution of Web Measurement
Traditional metrics add value, but not the complete picture
Results-drivenForward-looking
Satisfaction Management System
Basic UnderstandingOf Behavior and
Satisfaction
Entry-level WebMeasurement
Data
Opinion Surveys
Maturity of the Internet
Actionable Metrics
UsabilityTesting
Property of ForeSee Results - Confidential8
The ACSI: A Rising Voice in Government
• Coverage of federal government expanded in 1999 to over 50 agencies under sponsorship of the President’s Management Council
• E-Gov index published quarterly; offline index published in December
• Exponential growth in e-gov
sector
The American Customer Satisfaction Index
Property of ForeSee Results - Confidential9
A Partnership for Success
• American Customer Satisfaction Index (University of Michigan)– The standard for measuring Customer Satisfaction
• Federal Consulting Group– Serves as Executive Agent for the ACSI – Holds OMB generic clearance and streamlines
procurement process– ACSI Survey User Group meets Quarterly
• ForeSee Results– Leader in Customer Satisfaction; utilize the ACSI
methodology to help clients optimize investments and maximize success of their web initiatives
• Government Agencies– ACSI Survey User Group meets quarterly to share best
practices
Property of ForeSee Results - Confidential10
Government Agencies
• Agencies get direct customer feedback to drive improvement
• Management can:– Effectively leverage scarce resources based on
customer needs– Identify gaps between customer expectations
and their perceptions of actual service– Focus on agency outcomes and benchmark
against best practices– Use the Gold Standard metric for measuring
Customer Satisfaction– Utilize ideal Balanced Scorecard reporting
Property of ForeSee Results - Confidential11
Applying the ACSIto the Web
Step 1.Capture the Voice
of Your Customers
Step 3. Measure in Real-Time
Step 4. Get Financially-Driven Strategic Guidance
Step 2. Use Proven ACSI AnalyticalMethodology
Step 5. Analysis, Insight and Guidance
Property of ForeSee Results - Confidential12
Use Proven ACSI Analytical Methodology
The ACSI engine calculates the relative importance of specific elements driving online satisfaction and behavior– Credible– Accurate– Precise– Reliable– Causal– Actionable– Predictive
Property of ForeSee Results - Confidential13
Step 5. Analysis, Insight & Guidance You Need
Satisfaction Insight Reports•Trend Reporting•Benchmarking•Segmentation
Advisory & Evaluation Services
Improve
Baseline
Segment
Drill-Down
Identify
Analyze
14
© 2004 ForeSee Results
QuestionsQuestions
