A Client-Centric Service Delivery Model June 17, 2005 PSSDC-PSCIOC Research Committee Improving the Telephone Channel for Canadians O-Canada

1 800 O-Canada: A Client-Centric Service Delivery Model Vision Government of Canada virtual information centre facilitating simplified, seamless access and assistance to the Government of Canada through high quality and efficient information services.

1 800 O-Canada: A Client-Centric Service Delivery Model WHO WE ARE The O-Canada service acts as the first point of contact for Government of Canada programs, services and initiatives; is an access point that supports key Government of Canada advertising and communication activities; supports Government of Canada communication needs in crisis situations; and aims to simplify access to the Government of Canada O-Canada’s success in achieving a client-centric service delivery model is based on the following key principles: Holistic approach to service delivery Accessibility Understanding the client’s needs Adaptability/Responsiveness High Quality

1 800 O-Canada: A Client-Centric Service Delivery Model CLIENT POSITIVE RESOLUTION AND CLIENT EXPERIENCE As new business requirements are being introduced, new information is being added and new service offerings are being launched, we must take into consideration all of these elements and ensure that we build the new concepts into our existing services without jeopardizing the client experience. In order for the overall client experience to be positive, it is imperative that we deliver on each of these elements with every single contact the client has with the organization. KNOWLEDGE AND EXPERT RESOURCES Putting the right information in the hands of the appropriate resources who are properly supported so that they can resolve the enquiry effectively and efficiently SERVICE DELIVERY PRINCIPLES Customer service skills set the tone for the exchange and are crucial in establishing the framework for a positive client experience. They are the “people skills” at the core of all interactions and need to be non- partisan and non-intrusive. TOOLS AND PROCESSES Tools and processes must be designed to minimize the workload on the customer or client while maximizing service delivery efficiencies. They should be designed to limit the steps and effort required of the client. Where possible, should be based on a consistent methodology that reduces the stress on staff. Holistic Approach to Service Delivery

1 800 O-Canada: A Client-Centric Service Delivery Model Accessibility In our capacity as first point of contact, it is imperative that we ensure we are easily accessible. This has been accomplished through: HOURS OF OPERATIONS 8am to 8pm (local time) Monday to Friday SERVICE STANDARDS Service level: 85% in less than 18 seconds Abandon / Deflection Rate: Less than 5% combined LIVE RESPONSE Warm greeting adds to the quality of the client experience. Nature of service and scope of information available is not conducive to simple IVR aplication. RECOGNIZABLE TOLL-FREE NUMBER The easily recognizable toll-free number allows for effective branding. Clients are more likely to remember the number. AWARENESS Number is used to support a variety of Government of Canada initiatives (building brand recognition). Number is prominently displayed in the Blue Pages.

1 800 O-Canada: A Client-Centric Service Delivery Model Understanding client’s needs The Right Service for the Right Audience on the Right Channel Offering options to Canadians in terms of the channel they prefer to use, this must be balanced against cost effectiveness and ability to deliver specific services through the various channels. We should encourage clients to engage a specific program or service using the most appropriate channel. In some cases individuals have continued to use a specific channel out of habit rather than a need for the channel. In these cases we should take advantage of the opportunity to direct them to a more effective channel. We must recognize and account for the distinct needs of the audience. We need to consider individuals’ channel preference. The diversity of the client base may require multiple service delivery strategies to fit the different skill sets and capabilities of the audience. Must accurately assess the client's needs to determine what services are required for them. Need to proactively suggest other options and services that may be of value to them (core vs. related) to ensure that they benefit from the services that are available. MULTI-CHANNEL POSITIVE RESOLUTION AND CLIENT EXPERIENCE Key elements: General knowledge on all GoC programs and services Effective listening skills Each contact / request is unique and must be fully explored (demonstrate caring, helpfulness, politeness)

1 800 O-Canada: A Client-Centric Service Delivery Model Adaptability / Responsiveness In order to be able to meet the ever changing needs of the client we must be able to adapt to the needs of the client. The is achieved through: CLIENT FEEDBACK Service usage statistics and client feedback are analyzed to better understand clients needs. Services are adapted to be more responsive. RESOURCES Competency profiling Continuous learning Private Sector arrangement SERVICE ENHANCEMENTS Expanding information holdings to meet client needs and expectations. Tiered structure and segmentation. INTEGRATING MULTI-CHANNEL OPTIONS Leveraging off of the complementary resources available across all channels TECHNOLOGY Staying current with new technologies to determine their suitability and how they may introduce greater effeciencies and allow us to service staff more effectively.

1 800 O-Canada: A Client-Centric Service Delivery Model High Quality Timely, accurate, comprehensive and valuable information and assistance Positive client experience First Contact Resolution Well prepared to deal with next steps Client Satisfaction Feedback mechanism Independent evaluation and benchmarking Overall Client satisfaction First Call Resolution Use the service again Recommend the service to others

1 800 O-Canada: A Client-Centric Service Delivery Model INITIAL POINT OF CONTACT (SELF SERVE OR ASSISTED) GoC engages client through client’s channel of choice. Initial needs assessment done and client gains knowledge of their enquiry. Common service principles applied. WWW phone in-person SERVICES AND CHANNELS INDENTIFIED Based on initial needs assessment, client’s preferences and availability across channels. Action plan / process is presented to client to resolve enquiry. Linkages across channels used in identifying plan that best suits client’s preferences. Engage client using knowledge gained from earlier steps. Can now engage client to: determine h ow to improve existing processes; and identify what new services are of interest and how best to deliver them. Understand service delivery options Look at how linkages currently work. Look at data from client usage to obtain picture of how it currently works. Obtain feedback from partners / departmental experts Consult partners / departmental experts to seek their input on current practices and usages. Develop proactive service delivery models to focus-test with clients. CASE SPECIFIC / EXPERT RESOURCES Client engages expert resources through appropriate channel(s) to resolve enquiry. Additional support from GoC provided as requested. CLIENT EXPERIENCE CLIENT ENGAGEMENT MULTI-CHANNEL POSITIVE RESOLUTION AND CLIENT EXPERIENCE Looking Forward

1 800 O-Canada: A Client-Centric Service Delivery Model