Citizens First 8 KEY INSIGHTS AND FINDINGS. Presented by: Dan Batista, Executive Director December 10, Citizens First 8

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1 KEY INSIGHTS AND FINDINGS Presented by: Dan Batista, Executive Director December 10,

2 Outline Background and Approach Key Findings How Are We Doing? Priorities for Improvement Service Expectations Moving Services Online Connecting with Clients Online

3 Objectives for Over the past 20 years, the Citizens First series of studies have plumbed key facets of the citizen-government interface, including: Citizen satisfaction with services provided to them by governments, The drivers of satisfaction, Channel usage, preferences and satisfaction, Citizens expectations in terms of service delivery, and Ways to increase uptake of the cost-effective online channel, while continuing to meet the needs of all citizens. 3

4 Key Changes for Streamlining the main customer experience measure to a three-item index, and Using a Behavioral Science approach to provide new insights on overcoming barriers to adoption of online government services. 4

5 Evolution of Citizens First A performance measurement and benchmarking tool CF Exploding myths and misperceptions Channel strategies and the multichannel experience CF e-government CF Elements of the service value Expectations chain management CF Building trust and confidence in government CF Serving people with disabilities Online service delivery CF Satisfaction across channels Service standards for emerging channels CF New service technologies CF Behavioural Science 5

6 Eleven Participating Jurisdictions Alberta British Columbia Government of Canada Manitoba Northwest Territories Nova Scotia Ontario Region of Peel Prince Edward Island City of Toronto Yukon 6

7 Research Approach Over 5600 respondents Mixed Methodology: Online Mail Telephone Mail-to-online 8% 7% 18% Residents across Canada 66% Interviewing: December 2017 to February 2018 Margin of error: National Survey: ± 3.0% Total Jurisdictional Survey: ± 1.4% 7

8 KEY FINDINGS 8

9 Key Findings Canadian clients of government services are quite satisfied with the service provided. Important areas where service improvements would increase satisfaction are: Reducing the frequency of encountering problems during the client journey, and focusing on resolving issues when they do occur, Improving timeliness, particularly for the online channel, Providing timely help, and Improving telephone access, particularly for aspects of the client journey that can not be met online and for customer groups that are not active online. Uptake of the online channel to access government services will be increased when: Clients perceive that it will be easy, and they feel knowledgeable and experienced, and They have confidence in the website or app and in online support. 9

10 HOW WE ARE DOING? 10

11 Service Reputation Has Improved Over the Past 20 Years 0 to 100 Score MUNICIPAL REGIONAL PROVINCIAL/TERRITORIAL FEDERAL * 0 to 100 scores are scaled from 0% for Very Poor (1), 25% for 2, 50% for 3, 75% for 4 through 100% for Very Good (5). Significantly higher/ lower than the previous wave (Stat testing provided between CF5 to CF8 only) 11

12 Service Reputation Scores OVERALL PERCEPTIONS OF GOVERNMENT SERVICE 0 to 100 Score Municipal 3 9% 33% 41% 14% 64 Regional 3 11% 37% 37% 12% 61 Provincial/ Territorial 7 14% 36% 34% 10% 57 Federal 5 12% 36% 38% 9% 58 Very Poor Very Good 12

13 Service Quality Scores on a Par with Recent Highs LONG-TERM TREND IN SATISFACTION WITH THE NATIONAL BASKET OF SERVICES 0 to 100 Score* *The CF8 National Basket of Services score is based on an average rating for a group of 22 services provided by all levels of government. (Refer to the report for details). Services of Canada Revenue Agency were added for the fist time in. Without this service, the National Basket score is

14 CLIENT SATISFACTION INDEX 14

15 Client Satisfaction Index CSI I was satisfied Best service anywhere Exceeded my expectations 15

16 Canadians are Positive about Recent Government Service Experiences CLIENT SATISFACTION INDEX, 2018 Jurisdictional Average 0 to 100 scores 70 I was satisfied 63 CSI 61 Best service anywhere 59 Exceeded my expectations 16

17 Channel Usage and Satisfaction OFFICE MAIN CHANNELS USED CF8 CF7 33% 37% CLIENT SATISFACTION INDEX (CSI) 67 PHONE WEBSITE 29% 29% 26% 25%

18 RATING OF SERVICE ATTRIBUTES 18

19 Performance for Service Attributes 0 to 100 Score Juris. Avg. Best in Class CF7 Avg. Official Language** 12% 29% 56% 84 n/a n/a Fairness 3% 15% 31% 49% Privacy 3% 5% 18% 35% 39% Communication 4% 6% 18% 33% 40% Outcome 6% 5% 15% 34% 41% Channel Satisfaction 4% 5% 17% 34% 39% Strongly Disagree Strongly Agree ** Based on respondents in the Federal Government Jurisdictional Survey 19

20 Performance for Service Attributes 0 to 100 Score Juris. Avg. Best in Class CF7 Avg. Preferred Channel 5% 6% 17% 34% 38% Ease of Access 5% 6% 17% 33% 38% Timeliness 6% 7% 18% 32% 37% Future Issues 6% 7% 20% 35% 33% Timely Help 7% 8% 20% 32% 34% Issue Resolution** 24% 20% 23% 18% 15% Strongly Disagree Strongly Agree ** Based on respondents who had issues or problems when accessing the service 20

21 Performance for Staff Service Attributes 0 to 100 Score Juris. Avg. Best in Class CF7 Avg. Knowledge 3% 4% 13% 33% 46% Competence 3% 5% 14% 31% 46% Felt Good 4% 6% 14% 32% 44% Extra Mile 8% 10% 20% 30% 32% Strongly Disagree Strongly Agree 21

22 Performance for Channel Specific Attributes Across jurisdictions, performance is strongest with respect to providing information and security on the website, as well as for office wait times. Performance is relatively weaker when it comes to website navigation and visual appeal, as well as for being able to get through to a telephone agent without difficulty. Information (Web) 3% 3% 19% 38% 37% 0 to 100 Score Best in Juris. Avg. Class Security (Web) 4% 21% 40% 34% Waiting Time (Office) 5% 7% 15% 29% 44% Navigation (Web) 4% 9% 21% 35% 32% Appeal (Web) 4% 9% 29% 35% 23% Access (Telephone) 10% 11% Strongly Disagree 23% 28% 28% Strongly Agree

23 PRIORITIES FOR IMPROVEMENT 23

24 Importance/Performance Matrix All Jurisdictions HIGH Impact Improve Issue Resolution Future Issues Timely Help Extra Mile Access (Telephone) Timeliness Navigation (Web) Appeal (Web) Ease of Access Felt Good Channel Satisfaction Knowledge Competence Outcome Information (Web) Communication Preferred Channel Fairness Protect Waiting Time (Office) LOW Privacy Security (Web) LOW Performance Note that Impact represents squared Pearson s correlation coefficients (pairwise against the dependent variable (the 3-item CSI)) and Performance represents the average score among participating jurisdictions (0 to 100) for each driver (independent variable). Base: Jurisdictional Survey respondents who rated a specific service (bases vary) HIGH 24

25 Focus on Key Drivers of Satisfaction Issue Resolution/Future Issues Timely Help Timeliness Extra Mile Access (Telephone) 25

26 SERVICE EXPECTATIONS 26

27 Expectations for Timeliness on the Telephone and Online Findability are Not Currently Being Met TIMELINESS: EXPECTATIONS VS. EXPERIENCE Amount of Time (Minutes) Time spent waiting at an office Time spent on the telephone 7 17 Time spent looking online 5 14 EXPERIENCE WITH GOVERNMENT SERVICES CANADIAN SERVICE EXPECTATIONS 27

28 Performance by Time Spent CSI BY TIME SPENT FINDING INFORMATION OR STARTING SERVICE TRANSACTION 0 to 100 Scores Telephone Website Minutes or Less 11 to 20 Minutes Over 20 Minutes 28

29 Service Experience by Number of Channels Used CLIENT SATISFACTION INDEX One Two Three or More Number of Channels Used Jurisdictional Average 29

30 MOTIVATING CLIENTS TO USE THE ONLINE CHANNEL 30

31 Behavioural Science: the MAPS Lens PERSONAL SITUATIONAL M A P S MOTIVATION ABILITY PHYSICAL Context SOCIAL Context BEHAVIOUR Automatic (System 1) Reflective (System 2) Psychological Physical 31

32 Overcoming Barriers: Leverage Points Getting Canadians to access government services online involves a complex behaviour which is driven by five of the six main sources of behaviour. That said, the top two drivers are reflective motivation and psychological ability. PERSONAL SITUATIONAL M A P S MOTIVATION ABILITY PHYSICAL Context SOCIAL Context BEHAVIOUR Automatic (System 1) Psychological Reflective (System 2) Physical 32

33 Leverage Points and Interventions Outlined to follow are the two most important drivers of online uptake of government services, the leverage points, the recommended types of interventions, and examples of potential interventions. Main Drivers of Behaviour: Leverage Points: Interventions: Examples of Interventions: Reflective Motivation (rational thought, i.e., beliefs consequences, beliefs capabilities, goals, etc.) Psychological Ability (i.e., knowledge, memory) Ease and confidence in the website and online support. Feeling knowledgeable and experienced with using websites or apps and online government services. Education Persuasion Incentivization, Coercion Education Training Enablement Information about behaviour and consequences Feedback on behaviour Feedback on outcomes Monitoring of behaviour Information about behaviour and consequences Demonstrations, instructions, feedback Social support Goal setting 33

34 Overcoming Barriers: Leverage Points Clients will use the online channel to access government service when: They perceive that it will be easy, and they feel knowledgeable and experienced, and They have confidence in the website or app and in online support. 34

35 Overcoming Barriers: Interventions and Operationalizing The most effective actions that governments can take to increase the uptake of the online channel are: Education and training, Persuasion and Incentivization, and Enablement. To operationalize these findings, the recommended approach is for government service providers to consult with internal stakeholders and with end-user clients to explore specific strategies for action that are build on the understanding of the underlying motivations for this behavior. 35

36 CONNECTING WITH CLIENTS ONLINE 36

37 Awareness of Availability of Services Online AWARENESS OF WHETHER THE SERVICE IS AVAILABLE ONLINE 25% 37

38 Support for Online Interactions Would be more likely to access government services online if. There is a person you can chat with online if you have any questions There is a telephone number that you can call if you need help understanding how to use the website You could leave a question at the website that would be answered by within 24 hours 70% 66% 63% 38

39 Common Services Card While most citizens think that a common services card is a good idea, there is a minority who will oppose this move. Don t Know Very Bad Bad 5% 6% 19% 32% Very Good 38% Good 39

40 Online and Social Media 64% RECEIVED SERVICES OR TRANSACTED WITH GOVERNMENT ONLINE IN PAST 12 MONTHS 31% INTERACTED WITH GOVERNMENT USING SOCIAL MEDIA 73% INTERESTED IN GETTING EMERGENCY ALERTS VIA SOCIAL MEDIA Base: National Survey respondents who use online services at least occasionally 40

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