# Presentation: 631929

## Are You Meeting the Needs of Citizens?

**Are You Meeting the Needs of Citizens?**

**American Customer Satisfaction Index Results**
**September 21, 2004**
- Larry Freed
- CEO and President
- ForeSee Results

## What is Satisfaction?

- Meeting the needs and exceeding the expectations of the citizens
- Satisfaction = 	“what you get” +				“what you expect”

## Why Is Satisfaction Important?

- Satisfaction drives behavior
- Satisfaction is the **best** performance metric

## The Citizen is in the Driver’s Seat

- The Internet has put more power into the hands of the Citizen

- Challenge is to migrate citizens to lower cost, more efficient web channel

## E-Government Evolution

- Channel competition

## E-Government Evolution

- 5 Cs 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

## 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 performance
- Measure what matters to citizens, what will influence their behavior
- Satisfaction is forward-looking and predictive

## 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

## The American Customer Satisfaction Index (ACSI)

- #1 national economic indicator of customer satisfaction
- Measures 30 industries, over 200 companies, approximately 45% of the US economy
- Private Sector index published quarterly

## The American Customer Satisfaction Index (ACSI)

- Advanced computational methodology
- Quantifiably measures and links satisfaction to performance
- 10 years of empirical evidence	**CREDIBLE****	****ACCURATE****	****PRECISE****	****RELIABLE****	****PREDICTIVE**

## The ACSI: A Rising Voice in Government

- Measures over 100 federal programs and 70 federal websites
- Coverage of federal government expanded in 1999 to over 50 agencies under sponsorship of the President’s Management Council
- E-Gov index published quarterly; Government index published in December

**The American Customer Satisfaction Index**

## ACSI Methodology  

- Collect actual citizen data
- Processes this data in a patented customer satisfaction econometric model
**Performance scores** for the
- drivers of satisfaction
- overall satisfaction
- future behaviors

## ACSI Methodology  

- Employs a series of equations to define the relationships between:
- Drivers (or elements) of satisfaction and overall satisfaction
- Overall satisfaction and future behaviors
- Derives **impact** of changeon satisfaction and future behaviors

## 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
**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

## ACSI E-Gov Index Trends

- Q3 2003		66.7
- Q4 2003		69.8
- Q1 2004		70.7
- Q2 2004 		70.3
- Q3 2004		71.2

## ACSI E-Gov Index Categories

- Q3           Q2

## The Leaders and BestE-Commerce

- Federal Government
- E-Commerce				69.2
- US Mint Online Catalog			80
- Social Security Retirement Planner	77
*Range of scores **	**	**	**	**61 - 80** *
- Private Sector
- ACSI E-Commerce			80.0
- Amazon					88
- Expedia					78
- eBay					84

## The Leaders and BestInformation/News

- Federal Government
- Information/News Sites			71.2
- Medline Plus				86
- Medline Plus Espanol			83
- National Women’s Health Center		82
- BLS, Occupational Outlook		82
- National Cancer Institute 			80
*Range of scores**	**	**	**	**59 - 86*
- Private Sector
- ACSI News and Information		75
- ABCNews.com				74
- CNN.com					74
- MSNBC.com				74

## The Leaders and BestPortal and Department Sites

- Federal Government
- Portal/Dept Sites				70.5
- NIST					78
- NASA					77
- NARA Presidential Library websites	77
*Range of scores**	**	**	**	**56 - 78*
- Private Sector
- ACSI Portals				71
- Yahoo					78
- MSN					75
- AOL					67

## The Leaders and BestRecruitment & Career Sites

- Federal Government
- Recruitment & Career Sites		77
- CIA	Recruitment site			79
- OPM USA Jobs				76
- Dept of State Careers			76
- Private Sector
- ACSI Search Engines			80
- Google					82
- ACSI News & Information		75
- ACSI Portals				71

## Loyalty is Strong

- Likelihood to return to site		82
- Likelihood to recommend site	77

## Downward Trend

- 41% of the sites measured had declining scores this quarter
- 33% of the sites measured had improving scores this quarter

## Summary Observations

- Overall “good” citizen satisfaction
- All categories see modest improvement
- Many sites compare well against private sector

## Summary Observations

- More sites saw decline than saw improvement
- A “yellow flag”
- Citizen expectations are rising
- Status Quo will lead to downward pressure on satisfaction
- Must continuously improve!

## Questions?

- CEO and President
- ForeSee Results
- 734-205-2555
- larry.freed@ForeSeeResults.com