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Customer-Driven Government

Customer-Driven Government. Who is a public service “customer”?. Direct versus Diffuse Recipients Direct Recipients consume the “private” portion of the service Diffuse Recipients consume the “public” portion of the service. Method of Consumption: Coercion versus Choice.

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Customer-Driven Government

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  1. Customer-Driven Government

  2. Who is a public service “customer”? • Direct versus Diffuse Recipients • Direct Recipients consume the “private” portion of the service • Diffuse Recipients consume the “public” portion of the service

  3. Method of Consumption: Coercion versus Choice • Customer: recipient chooses to consume the service of their own volition • Client: recipient enters into an exclusive and binding relationship with public provider, but has some choice over how the service is provided • Captive: recipient is forced into a service interaction through coercion

  4. Mechanisms • Choice • Competitive Choice • Voice • Customer Service

  5. Management Tasks • Choice and Competitive Choice • Standards for providers • Information to participants • Market Oversight and Maintenance • Voice and Customer Service Quality • Create mechanisms for citizen participation or voice • Align work processes with citizen participation/voice and performance measures • Manner of interaction (e.g. polite, courteous)

  6. Method of Consumption versus Quality of Interaction

  7. Method of Consumption versus Quality of Interaction

  8. 2002 City of Columbus Citizen Satisfaction Survey • 1188 randomly selected adults • 2.8% sampling error • Address information • 17 services rated on 10-point scale • 1 = “very poor quality” • 10 = “very high quality” • Service interaction quality for six services

  9. Service Satisfaction Differences • Customer: Recreational Services • Recreation Program Participation • Captive: Police Services • Police Stop • Client: Weekly Trash Collection • Refuse Call

  10. Mean Ratings of Service Satisfaction by Type and Quality of Service Interaction

  11. Findings Summary • Customers are most satisfied in high quality service interactions, but are not substantively or significantly unsatisfied in low quality interactions • Captives and clients are very unsatisfied in low quality interactions • High quality service interactions do not make captives and clients more satisfied than diffuse service recipients

  12. Management Implications • Enhancing choice and diminishing coercion has a positive impact on “customer” satisfaction • Customer service quality investments have the biggest impact on “captive” and “client” satisfaction… • …but primarily in reducing the number of detractors, not increasing the number of cheerleaders

  13. Seattle Solid Waste Case • Ways to enhance competitive choice? Ways to enhance choice? • Ways to incorporate citizen participation and voice? Ways to improve customer service quality? • Which should receive the more significant investment?

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