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Integration of Service Channels
Strategies for Success
Iain McKellar, Director, Advisory Services Division
Integration of Service Channels
Statistics Canada’s Dissemination Strategy:
To make its statistical data and information widely available to the Canadian public, public and private sector organizations
Statistics Canada’s Dissemination Objectives:
1. To respond to users needs
2. To provide the widest possible access to data & information
3. To encourage the greatest possible use of the data while recovering costs
4. To maintain the Agency’s relevancy & legitimacy in the Canadian
information marketplace
Key Issues for Meeting Dissemination Objectives:
• Research on product & service design, development and delivery
• Market testing• Obtaining client feedback clients on data
relevancy and ease of use• building the feedback back into the design,
development and delivery stage.
Statistics Canada’s Public Good Offerings:
Pre-1996 …• The Daily• a telephone enquiries service• enquiries by fax and mail
1996 …• www.statcan.ca is launched
Statistics Canada’s Public Good Offerings:
Internet …• The Daily, key economic indicators
• Canadian Statistics
• Catalogues, meta-data and search engines
• Community Profiles
• Studies by Statistics Canada
• mapping capacity
• Learning Resources
• Contact Us to request statistical data information
Statistics Canada’s Cost-Recoverable Offerings
Internet …
• Products & Services
• Workshop Registration
• E-Commerce … CANSIM II, International Trade, E-pubs
• Contact Us to arrange specialized information solutions, training and consultation
Statistics Canada’s Internet:
• User testing
• Client surveys
• Client registration
“Testing is Good!”
Service Provision Channels :
Not so very long ago ….
Voice Voice
Service Provision Channels:
Today …
Fax
Letter
Voice Voice
Email Email
Voice Fax
Web
Service Provision Channels:
Tomorrow? …
Online chat
Letter VoIP
Voice Email
Fax Internet
Email Fax
Internet Voice
Letter
Dissemination Challenges:
• Using the Internet as a full-service delivery channel
• maintaining high customer service levels across channels
• maintaining communication with author Divisions across channels
• integrating email and IVR• synchronizing operational and business
procedures
Dissemination Opportunities:
• Focus on keeping pace with users’ technological sophistication
• build lasting customer relationships• delivery of effective service by focusing on the
client - not the channel of service delivery• ensuring revenue to cover costs• capacity to grow both public good and cost-
recoverable products and services
Contact Us:
Within a centralized call centre covering all time zones …
• Phone, fax, email enquiries • IVR - automated responses to most FAQ’s• capacity to monitor performance and respond to
gaps or new developments• consolidating service & service process standards
CRM: An organizational imperative
• Can provide a technological solution to the challenge of managing client relationships across various service channels and across various service points
• the human factor plays a critical part in the management of client relationships
• challenges faced include training, communication, timeliess & “ever-greening”
The 2001 Census Dissemination Across Channels:
• Internet modules …– The Daily
– Highlights tables
– Analytical e-documents
– Thematic maps
– Community Profiles
– Reference material & meta-data
– Links to related non-Census STC data
The 2001 Census Dissemination Across Channels:
Communications Activities …– Media support - proactive & reactive programs
– provision of Internal and External subject matter experts
– proactive events across Canada
Day of Release Lock-Ups in Ottawa…– Electronic & Print Media (extended)
– Federal Departments
– Major Clients & Stakeholders
Service Standards Managing Expectations:
• Link to client-centred research … e.g. the Citizens First 2000 initiative
• using client satisfaction surveys• providing clear statements of service standards
Service StandardsMaintenance Across Channels:
What it comes down to ...
• Putting all the Tools in place & integrating them• Measuring• Training• Evergreening of all tools, metrics and training
Integration of Service Channels:
THANK YOU