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Common Measurements

the. Common Measurements. Tool. Lois Bain Director, Quality Service OPS Restructuring Secretariat, Cabinet Office. Guy Gordon Assistant Deputy Minister Service Manitoba Manitoba. Today’s Objectives. The importance of understanding customer needs

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Common Measurements

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  1. the Common Measurements Tool Lois Bain Director, Quality Service OPS Restructuring Secretariat, Cabinet Office Guy Gordon Assistant Deputy Minister Service Manitoba Manitoba

  2. Today’s Objectives • The importance of understanding customer needs • What is the Common Measurements Tool (CMT) • What is it • Who is using it • Tools to help you to collect customer data • Lessons Learned • New generations of the CMT • Come join us on the journey! Customer Feedback - CMT

  3. PEOPLE EXCELLENCE Pharmacies 92% Small Retail 86% Banks 70% DELIVERY EXCELLENCE Large Retail 66% Gov’t 40% PEOPLE TURN-OFF Public OpinionHow Canadians View Customer Service (general) Source: National Quality Institute Survey 1997 DELIVERY TURN-OFF *National Quality Institute, Nov. 1997 Customer Feedback - CMT

  4. 1998 2000 Municipal 0 Federal Citizens Rate Recent and Specific Services Higher Recent and Specific Experience General 65 57 60 64 64 53 51 50 64 47 47 50 63 Service Quality (0-100) 40 62 62 62 61 61 60 20 60 10 59 Provincial Municipal 0 Federal 58 Provincial Citizens First 2000 Customer Feedback - CMT

  5. Redrawing Maps- Citizens First 2000 Citizen Satisfaction - Canada SERVICES SATISFACTION 4of the top 5 services are Public Services Fire departments Public libraries Supermarkets Police Provincial/Territorial parks, camps Department stores Telephone companies Canada Post Taxis Revenue Canada Hospitals Banks Cable television companies Road maintenance > > > > 79 77 72 66 65 61 61 59 56 54 52 51 49 40 Customer Feedback - CMT

  6. Citizen needs and expectations: (EKOS led Study) • Do citizens want to talk to government about what they want? YES:Citizens perceive an influence gap: citizens have too little and big business and the media have too much. • Do citizens want to talk about service delivery? YES:Citizens believe it is important for the government to engage citizens about: service delivery (82%), policy development (75%), governance (74%), and program design (73%). Customer Feedback - CMT

  7. (1X) (10X) (100X) 30 - 50% of costs in typical service organizations The Cost of Quality... COST=Production + Prevention + Inspection & + Field Problem Costs Costs Correction Costs Costs • people • material • overhead • etc. Fixing errors AFTER they reach your clients • training • systems improvements • gathering & using client feedback Fixing errors BEFORE they reach your clients “The Good” “The Bad” “The Ugly” Customer Feedback - CMT

  8. Citizens First Erin Research Inc Citizen-Centred ServiceNetwork 1998 IPACGold Award Common Measurements Tool 2000 CAPAMSilver Medal Faye Schmit A network of Federal/Provincial/Municipal civil servants dedicated to improving the quality of public service in Canada Customer Feedback - CMT

  9. Objectives of the CMT: • provide a ready-made tool for public service organizations • enable like-organizations to compare results • facilitate the sharing of information gained and lessons earned between organizations • enable organizations to build internal benchmarks Customer Feedback - CMT

  10. Poor Good Very good Excellent Poor Fair Good 4 1 10 1 Very Dissatisfied Dissatisfied Satisfied Very Satisfied 0 6 90% Satisfied and Very Satisfied How high is up? The need for common measures 90% Satisfied and Very Satisfied = Customer Feedback - CMT

  11. What does the CMT Measure? Central core of standard questions and standard 5-pt measurement scales Client feedback (not citizen level) Five elements of the service experience in the five dimensions or areas of the service experience Additional questions customized by the organization to met their needs

  12. Elements of the Service Experience: • Client expectations • Client perceptions of service experience • Level of satisfaction • Level of importance • Priorities for Improvements Customer Feedback - CMT

  13. Gap Expect-ations Service Understanding Service Gaps: Definition of Service Gap: The difference between client expectations and the client’s perception of the service experience.* *Source: Zeithaml, Valerie. et al., 1990 Customer Feedback - CMT

  14. BC Office Products Centre Low High Areas where priorities should be focussed Organizational strengths High • Products arrived on time • Courteous and helpful staff • Prompt handling of • customer complaints • Same day delivery service IMPORTANCE Low Priority Unnecessary strengths - possible overkill Low • On-line electronic ordering • Personal visits by • customer service reps • Electronic billing SATISFACTION Customer Feedback - CMT

  15. Service Dimensions: • Responsiveness • Reliability • Access & Facilities • Communications • Costs Customer Feedback - CMT

  16. Service Dimensions: • timeliness • # of contacts to • get service • courtesy • flexibility • fairness • competence • etc. • Responsiveness • Reliability • Access & Facilities • Communications • Costs Customer Feedback - CMT

  17. Service Dimensions: • outcome • minimal error • rate • adherence to • policy & • standards • etc. • Responsiveness • Reliability • Access & Facilities • Communications • Costs Customer Feedback - CMT

  18. Service Dimensions: • convenient • location • telephone • access • hours of service • variety of • access modes • etc. • Responsiveness • Reliability • Access & Facilities • Communications • Costs Customer Feedback - CMT

  19. Service Dimensions: • Responsiveness • Reliability • Access & Facilities • Communications • Costs • availability of info • official languages • questions • answered • etc. Customer Feedback - CMT

  20. Service Dimensions: • Responsiveness • Reliability • Access & Facilities • Communications • Costs • ease of payment • reasonable cost Customer Feedback - CMT

  21. How Does the CMT Work? • Offers a consistent measurement system • Offers comprehensive item bank for selection • Offers descriptive and Likert types of questions • Requires customization by organization • Allows addition of questions by organizations Customer Feedback - CMT

  22. e-CMT Overview Customer Feedback - CMT

  23. e-CMT - How do I use it? • Step 1 The CMT Intranet web site • Step 2 Design survey on-line • Step 3 Administer survey • Step 4 Load data • Step 5 Analyze results Customer Feedback - CMT

  24. e-CMT - Two Parts Survey Design & Database (Internal Server) Web based support Data and Surveys Survey Analysis & Reporting (Desktop Software) Customer Feedback - CMT

  25. e-CMT on Manitoba Intranet Customer Feedback - CMT

  26. Design your survey on-line Customer Feedback - CMT

  27. CMT DEMO • Run DEMO here. Customer Feedback - CMT

  28. Customer Service Support • User Manual • FAQ • Help Files • CD ROM Tutorial • EDS Helpdesk Customer Feedback - CMT

  29. 1. Surveying Guidebook: • Takes a surveyor through: • planning • constructing • conducting • analyzing and • acting on surveys. • Customized for the CMT by the Province of Ontario with permission from the USA’s Environmental Protection Agency (EPA). Customer Feedback - CMT

  30. Common Measurements Tool Faye Schmidt with Teresa Strickland for the ANAGEMENT DEVELOPMENT 3. CMT Publications: • Client Satisfaction Surveying: Common Measurements Tool • Client Satisfaction Surveying: A Manager’s Guide These (and other useful service publications) are available online at: www.ccmd-ccg.gc.ca/publica/publi.html (located under the service quality theme) Customer Feedback - CMT

  31. Training • Applied Research Methods • Delivered by U of W • 2-Day Training Course • Co-developed MB-Canada • Experimenting with on-line Training Customer Feedback - CMT

  32. Department Natural Resources Education & Training STEP, Stevenson, Career Start Family Services Regional Op’s Labour Agriculture French Language Services SOA’s Auditor General Type of Survey paper paper paper paper & electronic paper, telephone, in-person electronic electronic kiosk Who’s been using thee-CMT in Manitoba Customer Feedback - CMT

  33. e-CMT examples: Manitoba • Student Temporary Employment Services • initial CMT survey identified “information” as largest value/satisfaction gap 2000 • focus groups confirmed application process as major difficulty for students (access, confirmation) • STEP application put on-line 2001 • 94% of applications now received on line • e-CMT telephone survey indicates 97% satisfied or very satisfied • 2001 focus groups identified managers want requests via Intranet. Customer Feedback - CMT

  34. e-CMT examples (2) • Manitoba Child and Family Services • Regional operations • Round 1 : CMT administered to direct clients via telephone interviews • Survey confirmed clients generally satisfied but find access and program information as priorities for improvement • Round 2 CMT delivered to “partner” agencies • Survey revealed “partners” generally satisfied • Managers indicate major benefit was to demonstrate and reinforce positive performance to staff Customer Feedback - CMT

  35. Other Jurisdictions • Government of Canada • Service Improvement Initiative • Ontario • B.C. • PEI • Quebec • City of Winnipeg • City of Toronto Customer Feedback - CMT

  36. CMT Implementation Approximately 50 CMT Surveys completed • Federal Government , Manitoba, Ontario, B.C., PEI (Social Services to Internal Travel) • Mail, Telephone, In-Person Interview, Internet • Macro - Organizational - Business Planning • Micro - Client Segments focusing on specific operational issues. • Innovation/Custom Applications • Employee Attitudes • Salary Surveys/Competencies Customer Feedback - CMT

  37. Ministry of Labour Ontario Exceed Maintain Other Opportunities Opportunities – AREA FOR FOCUS Customer Feedback - CMT

  38. Lessons Learned • Project Management • Jurisdictions have under estimated resources needed to support CMT/e-CMT • Slow roll-out based on pilot projects more successful • Training is essential to ensure organizational readiness • Technical • Customized solutions may be necessary “Firewall/Security” issues must be dealt with immediately - internal servers • Distribution of softwareshould be centralized • Providing Customer Support is Crucial • Survey design,administration, analysis • e-CMT utilization Customer Feedback - CMT

  39. Lessons Learned (2) Based on evaluation of CMT for use for Internal Services (conducted for CCMD) • CMT Questions need to be modified for Internal Services • CMT works best where dept’s have access to technical experts re: survey design and administration • e-CMT correct way to go, but needs to be more flexible Customer Feedback - CMT

  40. CMT - Ongoing development • CMT Standards Board coordinating development of expanded CMT • on-going revision of CMT based on feedback received to date • expand CMT question bank to include other service delivery channels (telephone, mail, internet, kiosk) Customer Feedback - CMT

  41. Federal TBS and Manitoba testing new CMT questions designed to evaluate channel specific services: Telephone Service On-Line Services Internal Service Delivery What drives ratings of government web sites?National results 1.Easy to find what I'm looking for 2 . Outcome: I got what I wanted 3. Visually appealing 4. Has the information I need 5. Pages load quickly These five drivers account for 41% of the variance in citizens’ ratings of government sites. CMT by Channel Customer Feedback - CMT

  42. Interest in ESD Evaluation is Growing • Post 9/11 fiscal environment • ESD proponents are being challenged to demonstrate “benefits” • ESD project sponsors looking to quantify benefits and success stories • ESD project managers need information re: success, maintenance, and future development of applications Customer Feedback - CMT

  43. Application & Service Relevance Measures Value Measures Custom or Application-specific Measures Customer Satisfaction Measures Activity Measures ESD Performance Framework Customer Feedback - CMT

  44. Tools & Techniques • Focus Groups • Interviews • On-Line Survey • The Common Measurements Tool Customer Feedback - CMT

  45. Future of CMT • The International Institute for Citizen-Centred Service • Affiliated with IPAC • Lines of Business • Establishing a CMT benchmarking centre • The development and marketing of the electronic CMT • Intergovernmental research projects and learning events • Establishing a best practices database re:service delivery Customer Feedback - CMT

  46. CMT • Questions and Answers …Thank you Customer Feedback - CMT

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