1 © 2004 ForeSee Results Best Practices for Managing Citizen Satisfaction On Your Website WebShop 2004 July 28, 2004

Property of ForeSee Results - Confidential 2 The Citizen is in the Driver’s Seat Citizen Power Internet Delivery Traditional Delivery Web site Power The Internet has put more power into the hands of the Citizen -- Channel competition -- Challenge is to migrate citizens to lower cost, more efficient web channel Ease of Switching Degree of Choice

Property of ForeSee Results - Confidential 3 E-Government Evolution 5Cs 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

Property of ForeSee Results - Confidential 4 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 financial performance Measure what matters to citizens, what will influence their behavior Satisfied citizens are your most important asset Satisfaction is forward-looking and predictive

Property of ForeSee Results - Confidential 5 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

Property of ForeSee Results - Confidential 6 How best to measure citizen satisfaction What We DON’T Want: –Measurement noise –Unknown relevance –Data pattern causality What We DO Want: –Measurement precision, accuracy, reliability –Causal evidence –Multi-channel measurement

Property of ForeSee Results - Confidential 7 Evolution of Web Measurement Traditional metrics add value, but not the complete picture Results-driven Forward-looking Satisfaction Management System Basic Understanding Of Behavior and Satisfaction Entry-level Web Measurement Data Opinion Surveys Maturity of the Internet Actionable Metrics Usability Testing

Property of ForeSee Results - Confidential 8 The ACSI: A Rising Voice in Government Coverage of federal government expanded in 1999 to over 50 agencies under sponsorship of the President’s Management Council E-Gov index published quarterly; offline index published in December Exponential growth in e-gov sector The American Customer Satisfaction Index

Property of ForeSee Results - Confidential 9 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 –ACSI Survey User Group meets Quarterly 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

Property of ForeSee Results - Confidential 10 Government Agencies Agencies get direct customer feedback to drive improvement Management can: –Effectively leverage scarce resources based on customer needs –Identify gaps between customer expectations and their perceptions of actual service –Focus on agency outcomes and benchmark against best practices –Use the Gold Standard metric for measuring Customer Satisfaction –Utilize ideal Balanced Scorecard reporting

Property of ForeSee Results - Confidential 11 Applying the ACSI to the Web Step 1. Capture the Voice of Your Customers Step 3. Measure in Real-Time Step 4. Get Financially-Driven Strategic Guidance Step 2. Use Proven ACSI Analytical Methodology Step 5. Analysis, Insight and Guidance

Property of ForeSee Results - Confidential 12 Use Proven ACSI Analytical Methodology The ACSI engine calculates the relative importance of specific elements driving online satisfaction and behavior –Credible –Accurate –Precise –Reliable –Causal –Actionable –Predictive

Property of ForeSee Results - Confidential 13 Step 5. Analysis, Insight & Guidance You Need Satisfaction Insight Reports Trend Reporting Benchmarking Segmentation Advisory & Evaluation Services Improve Baseline Segment Drill- Down Identify Analyze

14 © 2004 ForeSee Results

15 © 2004 ForeSee Results Larry Freed President & CEO ForeSee Results (734)