meritalk federal customer experience report
TRANSCRIPT
Uncle Sam at Your Service The 2010 Federal Customer Experience Study
August 31, 2010
Sponsored by:
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Introduction
Whether through Federal student aid, tax processing, disaster relief, or even airport security – U.S. Federal agencies offer services to 307 million Americans every day.*
So, how are these agencies doing?
MeriTalk surveyed 1,000 Americans ages 18 and older to gauge their customer-service expectations and perceptions of Federal agencies’ customer service.
The study compares “typical” and “best” experiences interacting with both private companies and Federal agencies – and importantly, identifies opportunities for Feds to improve government service.
*U.S. Census Bureau, 2009 U.S. population estimate, http://www.factfinder.census.gov/servlet/SAFFPopulation?_sse=on
• Executive Summary 4
• Key Findings 5
• Recommendations 16
• Methodology and Demographics 17
• Appendix: Service Attribute Definitions 19
3
Table of Contents
• Americans want the Federal government to improve customer service, and many are willing to pay for the upgrade:
• 83% say that customer service is something that Federal agencies can improve• 42% of Americans say they would pay an additional $10 in taxes each year for
better government service – $552.3 million more in taxes annually
• Americans value results, responsiveness, and courtesy in customer service:
• Currently, private companies outrank Federal agencies in these categories
• 53% of Americans feel that Federal agencies can reduce the time it takes to respond to requests and resolve issues
• To progress, agencies must expand Web presence and move more services online:
• 63% of Americans who interact with agencies over the Web are satisfied with their experiences
• Still, 85% of Americans want Federal agencies to provide more information and make more services available online
4
Executive Summary
• Americans want Federal agencies to make customer service a priority
5Take Away: Significant Opportunity to Improve
Customers Call for Change
of Americans believe that the Federal government
can improve customer service
“There’s too much complexity with the current system. Real solutions are rarely answers to simple questions, yet the system only seems
to handle simple, specific questions.” – Baby Boomer, Female
83%
• Almost half of Americans say they would be willing to pay additional taxes for better government service
6Take Away: Funding for Change
And, Are Willing to Pay
42% of Americans are willing to pay $10 more in taxes each year for better Federal service
That’s an extra
$552,300,000annually
*42% x 131.5M individual income tax returns filed to the IRS in the 2009** x $10 = $552.3M **http://www.irs.gov/newsroom/article/0,,id=207293,00.html
• In both the public and private sectors, Americans want problems solved quickly, clearly, and with courtesy
7Take Away: Get In, Get Out, Get On With My Life
What Matters Most
Most Valued Customer Service Attributes:*
#1 Issue Resolution (72%)#2 Responsiveness (71%)#3 Clarity (69%)#4 Courtesy and Professionalism (69%)#5 Consistency (67%)#6 Transparency (51%)#7 Self-service (37%)#8 Community (34%)
*Percent of respondents who ranked each attribute an eight to 10 on a scale of one to 10, when one was “not at all important” and 10 was “most important”
Baby Boomers are more likely than Gen Y respondents to value*
responsiveness and courtesy – 76% to 67% and 73% to 63% respectively
See appendix for attribute definitions
• Americans want Feds to improve response times and streamline information
8Take Away: Speed Up and Simplify
Where to Begin?
Current frustrations:*
Takes too long – 53%
No straight answer to my question(s) – 41%
Information received or obtained is not consistent – 34%
Representatives do not care about my problem – 30%
Issue cannot be addressed via my preferred channels – 24%
Information needed is not available – 20%
*Respondents asked to select their top three frustrations
• Americans want Federal agencies to provide more information and make more services available online
9Take Away: Help Me Help Myself
I’ll Take It from Here
85% want access to a broader range of information and responses online for a self-service approach to their inquiries Both Boomers and Gen Y respondents
want the ability to help themselves online
• Agencies offer self-service options via both phone and Web, and Americans use them with equal frequency. Those using the Web, however, are significantly more satisfied
10Take Away: Online Service Delivers
The Web Works
Channel Use and Experience:
*Percent of respondents who rated the quality of their experience a four or five on a scale of one to five, where one was “poor” and five was “excellent”
Both Boomers and Gen Y respondents were most likely to
have a positive service experiences
via the Web
63%
45% 52%46%
33% 30%
93% 92%84%
71%
34% 31%
0%
20%
40%
60%
80%
100%
Web site Phone In person E-mail Social media Texting
Percent who used each channel
Of those who have used the channel, percent who had a positive experience*
• When asked to grade their typical experiences with private companies and government agencies, private companies outrank agencies
11Take Away: Clarify to Close the Gap
Public vs. Private Service
Respondents rated the importance of each service attribute on a scale of 1-10* and then rated the degree to which private companies and Federal agencies typically provide each attribute.**
The perimeter of the Web represents a 9 out of 10, so the closer the plotted line is to the outside of the Web, the higher the attribute rating.
Customer Service: Expectations vs. Reality
Importance of the attribute
Private company – Typical experience
Federal agency – Typical experience
*Average rating on a scale of one to 10, when one was “not at all important” and 10 was “most important” **Average rating on a scale of one to 10, when one was “not at all provided” and 10 was “completely provided”
Key
Respondents rated the degree to which private companies with the best customer service and private companies with typical customer service provide each attribute.*
• Top private-sector companies even exceed customer expectations
12Take Away: Problem-Solving Skills Set Best Companies Apart
Private-Sector Service Gap
Private-Sector Service: Best Experience vs. Typical Experience
Examples of Top Companies
Cited:
AmazonVerizon
Best Buy
Importance of the attribute
Private company – Best experience
Private company – Typical experience
Key
*Average rating on a scale of one to 10, when one was “not at all provided” and 10 was “completely provided”
• While some agencies outshine others, most struggle to meet customer needs
13Take Away: Top Feds Make a Difference with Self-Service Options
Federal Government Service Gap
Federal Agency Service: Best Experience vs. Typical Experience
Examples of Top Agencies Cited:
Internal Revenue Service
State DepartmentSocial Security Administration
Respondents rated the degree to which Federal agencies with the best customer service and Federal agencies with typical customer service provide each attribute.*
Importance of the attribute
Federal agency – Best experience
Federal agency – Typical experience
Key
*Average rating on a scale of one to 10, when one was “not at all provided” and 10 was “completely provided”
• Americans see poor staff training, lack of communication, and lack of coordination as key challenges impeding improvements
14Take Away: Address Internal Issues First
Uphill Climb
Boomers are more likely than Gen Y respondents to see staff training as a primary barrier – 46% to 31%
*Respondents asked to select all that apply
Primary Barriers to Improvement:*
40% Staff training
38% Lack of communication
36% Lack of coordination
29% Culture
26% Hiring and retention practices
24% Old technology
24% Lack of leadership
23% Budget
23% Lack of competition
• Some government agencies are making a difference today
15Take Away: All About the Experience
Success Stories
“Taxes, student loans, passports – everything was available online for me to quickly help myself with.”
– Gen Y, Male
“Social Security in my area is pretty well coordinated. While
there is always a waiting period, they usually have
continuity in helping people.” – Silent Generation, Female
“Anytime I had a question about my Federal student loan, I could either find the answer online or contact a representative. My questions were answered sufficiently, quickly, and
consistently by people who genuinely seemed to care.” – Gen Y, Male
“The tax center has knowledgeable staff answering the phone in clear, concise
language. They are friendly and patient.” – Gen X, Male
“SSA offers quick and accurate 'chat' answers to inquiries
online.” – Baby Boomer, Female
“The Department of Veterans Affairs assisted me with my educational benefits.
The woman who processed my audit was of great assistance and went out of her way to
resolve my issue.” – Gen X, Female
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Provide consistent service across all communication channels by all service representatives
Recommendations
• Americans ask agencies to focus on the basics:
Be compassionate – listen to your customers, and treat each inquiry with care and respect
Focus on issue resolution – ask clear questions to determine the customer’s specific needs, and then provide a solution or map out next steps
Respond to inquiries as quickly as possible – even if you’re just providing an update
• MeriTalk, on behalf of RightNow, conducted the online survey of 1,000 Americans in July 2010. The report has a margin of error of +/- 3.10% at a 95% confidence level
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Methodology and Demographics
Gender49% Male
51% Female
Year Born13% Before 1946 (Silent Generation)
30% 1946-1964 (Baby Boomers)
25% 1965-1976 (Generation X)
32% 1977-1992 (Generation Y)
Employment Status8% Student
6% Unemployed
5% Full-time parent
11% Employed part time
49% Employed full time
14% Retired
7% Other
Thank You
Rebecca Hovey – MeriTalk [email protected]
(401) 737-1753
Melissa Hardt – [email protected]
(703) 272-1858
1919
Service Attribute Definitions
Issue Resolution: I feel that my issues are handled professionally and thoroughly – from my first inquiry through issue resolution
Responsiveness: I receive prompt attention to my inquiries/issues, and I receive timely responses
Courtesy and Professionalism: I feel that my interactions are congenial and that I am treated with courtesy and respect
Clarity: I feel that the organization provides me with clear, easy-to-understand instructions
Consistency: I get the same information from different staff members/offices, regardless of the channel
Transparency: I can track my interactions with the organization
Self-service: I feel empowered to find the information I need to complete my task
Community: I feel that the organization helps me connect with other customers via forums, events, etc.
• Customer service criteria, as defined in the survey: