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GOL/Service Delivery Public Opinion Research Findings and Trends Overview. Cathy Ladds April 2003. Public Opinion Research is Important:. Government of Canada is a world leader because we include the “citizen” in the evolution of GOL and service transformation - PowerPoint PPT Presentation
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Government of Canada Gouvernement du Canada
GOL/Service DeliveryPublic Opinion Research
Findings and Trends Overview
Cathy LaddsApril 2003
2Government of Canada Gouvernement du Canada
Government of Canada is a world leader because we include the “citizen” in the evolution of GOL and service transformation
• Accenture calls our Internet Panel with Canadians “innovative”
Thousands of Canadians have had input
• In FY 2002/2003 – more than 10,000 Canadians (+ business and international audiences as well) participated in surveys and focus groups related to GOL and service transformation
Public Opinion Research is Important:
3Government of Canada Gouvernement du Canada
International Perspectives:
Canada’s e-government efforts always rated at or near the top:
• Accenture – eGovernment Leadership: Engaging the Customer • Canada is No.1 for 3rd year in a row – only country to reach “service
transformation” maturity stage
• UN – Benchmarking E-government A Global Perspective• Canada in 3rd (USA No.1) – high e-government capacity
• TNS – Government Online an International Perspective• Canada in 7th (Sweden No.1) – 48% of population used government on-line
services in past year
• Global Information Technology Readiness Report • Canada ranks 12th overall (USA No.1) but 6th in terms of e-government
• The Economist Intelligence Unit e-readiness rankings• Canada ranks 9th overall (USA No.1)
4Government of Canada Gouvernement du Canada
Internet:
• Most surveys say 65% to 75% of population use the Internet on a regular basis – growth is considered flat
• 49% of Canadian households had at least one household member regularly using the Internet from home in 2001 (StatsCan - HIUS)
• Demographics:• Gender differences are almost gone• Age, income and education differences remain• Regional differences remain
• Alberta, BC, Ontario – higher• Manitoba, Saskatchewan, Nfld., Quebec - lower
• 70% of Internet users have visited a federal Web site
• 27% of Canadians indicated their most recent contact with GoC was through Internet
How Canadians Use Service Delivery Channels:
5Government of Canada Gouvernement du Canada
Internet:
• Internet channel is used more for information (simple requirements) than transactions (complex requirements)
• Even Internet panel members indicated they would go in-person (46%) or use the telephone (29%) if they needed to provide or receive very important/personal information from GoC - only 14% said they would use the Internet
Telephone:
• Telephone remains the preferred channel although Internet channel is growing – most recent contact via telephone (42%)
• Canadians are clearly frustrated with telephone channel• IVR and voice mail• Being bounced around• Busy lines• Who to call – blue pages still hard to use
How Canadians Use Service Delivery Channels:
6Government of Canada Gouvernement du Canada
In-Person:
• Use of this channel is constant – 9%
• Strengths - customized/personalised service and ability to deal with serious/ complex issues – users looking for “human touch”
• Time is main drawback of channel
Mail:
• Use of this channel is also constant – 21%
• Strengths – Confirmation/documentation and inexpensive cost
• Lack of immediacy is main drawback
How Canadians Use Service Delivery Channels:
7Government of Canada Gouvernement du Canada
• Service quality has a major impact on citizens’ confidence in government and they expect greater quality of service from government than private sector
• Channel integration increasingly important – half of all service transactions now involve more than one channel
• Prime reason for multiple channels: inability to conclude transactions in one channel
• Canadians would prefer to only use one channel but do see some benefits in using multiple channels – preparation, verification, etc.
• The more contacts required to complete a transaction the lower the satisfaction rate – the key factor in this is time
Service Delivery in a Multi-Channel World:
8Government of Canada Gouvernement du Canada
• Citizens feel the government service delivery network will evolve to a “bank model” – greater use of technology and greater integration of channels
• “Account” information will follow the user regardless of channel
• Canadians (Internet and non-Internet users) value choice:
• Elimination/reduction of access to channels by GoC = NO
• GoC should recommend the best (most efficient) channel = YES
• 91% of the GOL Internet panelists agreed with the statement “When dealing with the GoC, you can choose how to access information or services (e.g. on-line, by telephone, by regular mail and/or in-person).”
Service Delivery in a Multi-Channel World:
9Government of Canada Gouvernement du Canada
Gateways and Clusters – the Blueprint and Beyond :
• Validation projects have demonstrated the blueprint for gateways and clusters matches (and often exceeds) Canadians’ expectations – subject/audience clustering is mostly on-target
• Canadians don’t want to see a reduction in clusters – each “transition cluster” considered valuable according to recent focus groups
• Some navigation/usability issues remain but these are being addressed – gateways/clusters work closely on common issues
• New Canada Site redesign in March 2003 – will need to examine metrics to determine if there are any changes in traffic patterns
• Individual gateways and clusters do usability/web testing studies – data is shared widely
GoC Organization of Information and Web Sites
10Government of Canada Gouvernement du Canada
GoC Organization of Information and Web Sites :
Common Look and Feel:
• Canadians want GoC sites to:
• Have uniform navigation buttons – that way they only have to learn how to navigate GoC sites once
• Have uniform menus
• Have a similar “look” but they don’t have to be exactly the same – colour, graphics, layout variations are okay
• Clearly display the Canada wordmark and Canada flag – sense of trust and knowing where they are on the Web
• But:• Visitors are not making full use of the CLF menu bar at the top of the page
• Some terminology confusing – e.g. important notices & privacy statements
• Canadians are not aware that CLF is in place in order to make GoC web sites more globally accessible to everyone
11Government of Canada Gouvernement du Canada
Impact of Privacy/Security of Service Delivery:
• Canadians consider privacy/security factors when interacting with GoC
• Canadians support GoC efforts to increase security and protect personal privacy – they also understand why governments need more mechanisms in place to protect personal information
• Concern about identity theft is growing – primarily, but not exclusively, an on-line issue
• Internet perceived to be least private/secure channel – 70% of Canadians are concerned (somewhat to extremely) with conducting a transaction on-line that requires the exchange of confidential or personal information with GOC
• Canadians want access to the government’s information about them – to verify/correct
12Government of Canada Gouvernement du Canada
Impact of Privacy/Security on Service Delivery:
• Canadians are not sure what federal depts are doing with their personal information:
• All depts. have easy access (34%)
• All depts. have access through special request to dept. holding information (25%)
• All depts. have access but only with a person’s consent (19%)
• All depts. except for the one being dealt with are prohibited from accessing the information (18%)
• Further evidence – 71% of Web site visitors have not read a government privacy statement
• In general, 65% support mandatory ID cards for Canadians – 70% support them if they contained biometric information; but they have clear doubts about the ability of the GoC to put a national system in place
13Government of Canada Gouvernement du Canada
Engaging Canadians On-Line:
• One in three (33%) of Canadians have participated in consultation or engagement exercise in past year (on-line or off-line) – note: Canadians consider a telephone survey/poll to be consultation
• Elements of consultation exercise that will likely increase participation:
• Representativeness – all sides are heard, national representation• Feedback loop and decision-maker commitment – participants need to see that decisions
will be taken and changes made based on input provided
• Modest enthusiasm exists for e-democracy/e-consultation
• 68% of Cdns. say they would likely participate in a face-to-face consultation with govts. on an issue of interest to them – 59% say they would participate in an Internet consultation
• 46% of Internet users are moderately comfortable and 38% are comfortable registering their views and opinions on a federal site – main reasons for discomfort relates to privacy/security/anonymity
• 42% of Internet users approve of e-voting
14Government of Canada Gouvernement du Canada
Engaging Canadians On-Line:
• Benefits of on-line approaches:
• Ease/speed of access, input and response• Cost effective• Less intimidating than face-to-face
• Concerns about on-line approaches:
• What about Canadians without the technology – will they be left out of the consultation process?
• Security/privacy – who else will see my opinions?
• Canadians are split on whether technologies such as Internet will harm or improve overall democracy – daily Internet users less likely to see harm (35%) compared to non-users (58%)
• One of the most frequent requests made in focus groups – Cdns want to have easy access to the e-mail address of MP – want to be able to contact MP on-line
15Government of Canada Gouvernement du Canada
Canadians Want to be Informed:
• Canadians are always telling us they want to know more about government services that are available (on-line and off-line) and the best way to access them
• Canadians reviewed a list of GoC services – services they believed could be completed entirely on-line without having to go to an office were:
• Check for weather reports from Environment Canada (93%)• Book a campsite in a National Park (83%)• File your personal income taxes (82%)• Provide comments/feedback on a new GoC policy/program (81%)• Take a virtual tour of a national museum (78%)• Apply for CPP or OAS (57%)• Register a new business (56%)• File for a patent for a new product or invention (52%)• Apply for EI (47%)• Obtain a SIN number for a child (35%)• Apply for a passport (31%)
16Government of Canada Gouvernement du Canada
Canadians Want to be Informed:
Advertising Campaigns:
• 46% GOL Internet Panelists recalled seeing a Canada Site ad in the past few months (67% of these recalled seeing TV ad)
• Public transit ad campaign – 18% of regular transit users recalled seeing ad about a GoC Internet site
• 7% said they did something as a result of seeing ad – e.g. visit the site, read the ad, write down address, etc.
Awareness Levels:
• Only 10% of Canadians say they are “very familiar” with the range of information/services the GoC currently offers on-line – 56% say they are “not very or not at all familiar”
• 25% of Canadians indicated they were aware of the URL for GoC’s main web site – of this group only 7% correctly identified canada.gc.ca
• Of the 75% unaware of the URL, 7% guessed it would be canada.ca and 7% guessed gov.ca
17Government of Canada Gouvernement du Canada
Directions Provided by the Research:
• Canadians are looking for seamless service delivery – it shouldn’t matter which channel or how many channels are used
• More marketing/communications required – we need to tell Canadians (also businesses and international) what we have available and the best way to access it
• Messaging should highlight:• benefits – especially ease and convenience• choice• how personal information is safe and secure
• Regular testing will continue to be important as Canadian usage of service delivery channels evolve
• Research participants appreciate and recognize the value of being involved – they leave with a positive impression of GoC
18Government of Canada Gouvernement du Canada
TBS-CIOB’s Planned Research Initiatives:
• GOL Internet Panel • Refresh/renew panel members – contracting underway using MERX• Two on-line surveys and one set of on-line focus groups planned for FY 2003/2004
• Taking Care of Business/Business First• ICCS managing project with partner input at all stages• Phase 5 to carry out business equivalent of Citizens First• Fieldwork in the summer – results Dec./Jan.
• Ekos – Rethinking the Information Highway• Fieldwork this spring – results early summer
• Communications/Marketing Focus Groups• TBD
• Epass/Privacy/Security Research • TBD
• Gateway/Cluster Research• TBD
Government of Canada Gouvernement du Canada
APPENDIX
Listing of Public Opinion Research Projects
FY 2002-2003
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2002/2003 – Public Opinion Research Study List:
1. GOL/e-Government Internet Panel – 3 separate projects
2. Ipsos-Reid Omnibus Telephone Survey (March 2003)
3. Ekos-Rethinking the Information Highway (Summer 2002)
4. Ekos-Rethinking Citizen Engagement (Winter 2003)
5. Compas – Multi-Channel Service Delivery Focus Groups (Jan. 2003)
6. Phase 5 – epass, authentication and information sharing (Jan. 2003)
7. Business Gateway – Transition Cluster Focus Groups (Winter 2003)
8. Canadians Gateway –Transition Cluster Focus Groups (Winter 2003)
9. Phase 5 – Canada Site Prototype Focus Groups (March 2003)
10. Ipsos-Reid – Qualitative Research on the Canada Site (Dec. 2002)
21Government of Canada Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:11. Phase 5 – About Canada focus groups (Fall 2002)
12. On-Line Survey – New look for About Canada (June 2002)
13. On-Line Survey – Customisation/e-mail notification/feature enhancements (Oct. 2002 – March 2003)
14. Phase 5 - Qualitative Research - Foreign Language Services (Fall 2002)
15. Doing Business With Canada – Research with Foreign Representatives
16. Going to Canada – Usability Testing (March 2003)
17. Web Validator – Export Source (June 2002)
18. Environics – Virtual Trade Commissioner Focus Groups (October 2002)
19. Leger Marketing – Evaluation of CultureCanada.gc.ca Web site with International Audiences (May 2002)
20. Canadians Abroad Interviews (Jan/Feb. 2003)
22Government of Canada Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:21. Strathmere – Consumer Information Gateway - Online Satisfaction Survey (June 2002)
22. Delta Media – Concept/Needs Testing for the “Canadian Consumer Information Gateway” (Dec. 2002)
23. Goss Gilroy Inc., Consumer Information Gateway - Online Survey of Gateway Partners, 2003
24. Goss Gilroy Inc., Consumer Information Gateway - Evaluation; Draft Report (March 2003)
25. Delta Media Inc. - Consumer Needs Assessment for Possible Enhancements to “Canadian Consumer Information Gateway” and New Product Development Ideas for OCA (March 2003)
26. Phase 5 – Justice & the Law Cluster – Web Site Usability (Nov. 2002)
27. PriceWaterhouseCoopers/GPC – Modernizing Services for Cdns. (Nov. 2002)
28. Decima – Awareness of the Virtual Museum (May 2002)
29. Usability Testing of Calendar Club Site/Other Materials for NRCan (May 2002)
30. Vision – Web Usability Testing of the Natural Hazards Portal (June 2002)
23Government of Canada Gouvernement du Canada
2002/2003 - Public Opinion Research Study List:
31. Public Safety Portal – Online Surveys of Customer Satisfaction Waves I and II (Nov./Dec. 2002 and Feb. 2003)
32. Canada and the World – Usability Testing (March 2003)