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MEASURE SATISFACTION. FORESEE RESULTS.

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

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MEASURE SATISFACTION. FORESEE RESULTS.

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  1. MEASURE SATISFACTION. FORESEE RESULTS. Best Practices for Managing Citizen Satisfaction On Your Website WebShop 2004 July 28, 2004

  2. 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 hands of the Citizen -- Channel competition -- Challenge is to migrate citizens to lower cost, more efficient web channel Ease of Switching Degree of Choice

  3. 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

  4. 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

  5. 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

  6. 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

  7. Evolution of Web Measurement Traditional metrics add value, but not the complete picture Results-driven Forward-looking Satisfaction Management System Actionable Metrics Basic Understanding Of Behavior and Satisfaction Opinion Surveys Usability Testing Entry-level Web Measurement Data Maturity of the Internet

  8. The ACSI: A Rising Voice in Government The American Customer Satisfaction Index • 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

  9. 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

  10. 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

  11. Applying the ACSIto the Web Step 1. Capture the Voice of Your Customers Step 2. Use Proven ACSI Analytical Methodology Step 5. Analysis, Insight and Guidance Step 3. Measure in Real-Time Step 4. Get Financially-Driven Strategic Guidance

  12. 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

  13. Step 5. Analysis, Insight & Guidance You Need • Satisfaction Insight • Reports • Trend Reporting • Benchmarking • Segmentation Advisory & Evaluation Services Baseline Improve Segment Identify Drill- Down Analyze

  14. Questions

  15. Larry Freed President & CEO ForeSee Results Larry.freed@ForeSeeResults.com (734) 205-2555

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