customer satisfaction in the public administration
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Customer Satisfaction in the Public Administration. Summary. What is Customer Satisfaction? Who is the Customer? Why we should assess CS? How can we assess Customer Satisfaction? Who should do it?. “Customer” is…. a person who has a material experience of our services - PowerPoint PPT PresentationTRANSCRIPT
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Customer Satisfaction in the Public Administration
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Summary
What is Customer Satisfaction? Who is the Customer? Why we should assess CS? How can we assess Customer
Satisfaction? Who should do it?
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“Customer” is…
a person who has a material experience of our services
“potential” customers can provide info about reputation (e.g.: expectations) of the service
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“Provider” is….
He who provides a public service and organizes its delivery
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What is Customer Satisfaction…
Customer Satisfaction is the way services provided meet / surpass / delude citizens’ expectations
The value of Satisfaction is the gap between expectations and experience
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…and why we should care??
In a public service, which is normally monopolistic, measuring CS is the only way to assess the performance. Private companies have other tools such as profit.
Helps public services providers to choose priorities of intervention
Helps to improve service quality and the reputation of the provider Satisfaction adds value to the product
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“Performance”
“The capacity of pursuing the institutional purpose of a public service”.
Desired End State
Achieved
WHERE you get
HOW you get
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On the Provider side, performance is….
Productivity (the capacity of turning factors of production into a product: input -> output)
Efficiency (working or operating in a way that gets the results you want without any waste)
Effectiveness: producing the intended results
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On the Customer side, performance is…
Effectiveness: the way a public service satisfies a need
Customer satisfaction analizes the gap between the customer's expectation of performance and their perceived experience of performance.
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Expectation – ExperienceReputation – Satisfaction
BEFORE going to court
• After going to Court
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Different perceptions
Client normally takes for granted technical and professional aspects
Provider focusses on tecnical and professional aspects
Client focusses on the quality of delivery and of the relationship
More informations (on technical aspects) = more satisfactions
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Gap / coherence analysis:
Client: Provider:
Expected quality Quality target
Perceived quality Quality granted
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The Cycle of Satisfaction
Assess
Report
Improve
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Customer Satisfaction assessment methodology: the SERVQUAL model
tangibles reliability, responsiveness, competence, access, courtesy, communication, credibility, reassurance, empathy
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1. Tangibles, Reliability, Responsiveness
Tangibles: Appearance of physical facilities, equipment, personnel, and communication materials
Reliability: Ability to perform the promised service dependably and accurately
Responsiveness: Willingness to help customers and provide prompt service
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2. “CCC”: Competence, Courtesy, Credibility
Competence: Possession of required skill and knowledge to perform service
Courtesy: Politeness, respect, consideration and friendliness of contact personnel.
Credibility: trustworthiness, believability, honesty of the service provider.
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3. Reassurance, Accessibility, Communication, Empathy
Reassurance: freedom from risk or doubt. Access: Approachability and ease of
contact. Communication: Listens to its customers
and acknowledges their comments. Keeps customers informed - in a language which they can understand.
Understanding the customer: Making the effort to know customers and their needs.
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1. Drivers of quality in a Court: Tangibles
Functionality of the Court building Cleanliness of the Courtroom Accessibility of the Courtrooms Commodities and utilities Employees’ appearance Availability of informations Business hours are comfortable Employees are recognizable Level of informatisation
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2. Drivers of quality in a Court: Reliability
Employees’ Helpfulness Transparency / Correctness Front office:
Competent Prepared Precise Reliable
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3. Drivers of quality in a Court: Responsiveness
Employees’ Courtesy (in person /by phone)
Timeliness of delivery Employees give ready response to
questions? Flexible or bureucratic approach?
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4. Drivers of quality in a Court: Accessibility
By phone, e-mail, web Is it easy to find what you need? Is it accessible to handicapped,
minorities? Understandability of forms Understandability of
signals/instructions
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5. Drivers of quality in a Court: Communication /Empathy
Capacity of listening Capacity of assisting the customer
articulate his needs Prevention /reduction of mistakes Openness to Customer Complaint
/feedback /claim
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How to assess and what to assess
Disseminate questionnaires Make phone calls Give your clients a way to air
complaints, to give feedback, to present compliments
In questionnaires, focus on the whole range of services or one or two sectors
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What to assess: the 5P
Policy, Processes, People, Premises, Product/Services
(The International Customer Service Institute)
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Who is doing it?
Interviews can be done by professionals or by yourself
To people who have experienced or are likely to experience Court services
E.g: target on lawyers, citizens etc…
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How to assess satisfaction: the Likert scale
“Item”: a (positive or negative) statement to be evaluated
Five answers possible:1. I Strongly disagree 2. I Disagree 3. I Neither agree nor disagree 4. I Agree 5. I Strongly agree
Answers are then summed
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Questionnaires :
Must avoid obscure terminology Must present questions in a neutral
way Be sure that interviewed know what
you are talking about must not require memory efforts One aspect per item Remeber you are assessing
sensations (psychometry)
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Example:
“Court employees are courteous and professional”
1. I Strongly disagree 2. I Disagree 3. I Neither agree nor disagree 4. I Agree 5. I Strongly agree
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What next?
Report transparently (e.g: in the Service Charter)
Learn lessons: discuss with staff Act to improve what can be
improved
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Key words
Transparency Listening Understanding Openness Citizen-orientedness Quality