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