Kiwis Count - Customer Insights
Channel Use and Drivers of Satisfaction
Kiwis Count measures service satisfaction and trust in government services at the macro level.
Agencies are also encouraged to measure satisfaction with their services at a detailed level to help them understand how they are doing in improving areas which matter most to New Zealanders, and where to focus resources for the greatest impact.
Ten years ago, the State Services Commission undertook research to identify the key factors (or drivers) that have the greatest influence on New Zealanders’ satisfaction with, and trust in, public services. These results were published in the Drivers Survey (2007).
Since 2012 Kiwis Count has asked respondents to answer questions about aspects of their satisfaction (the driver questions) based on the channel used for the most recent service interaction. These responses show:-
- New Zealanders access public services most often via the general (face-to-face or through correspondence) channel (70%). This has not changed much since 2012 (69%).
- The phone is the second most used channel (14% in 2016). Use of the phone channel has declined from 18% in 2012.
- Transacting online follows as the next most used way to access public services. Transacting online has increased from 7% in 2012 to 10% in 2016.
- Accessing information online is the least used channel (6% in 2016) and use of this channel is relatively unchanged from 2012 (7%).
One way of improving satisfaction with public services is for agencies to focus on these key drivers (Drivers Survey, 2007):
- The service experience met your expectations
- Staff were competent
- Staff kept their promises, they did what they said they would do
- You were treated fairly
- You feel your individual circumstances were taken into account
- It’s an example of good value for tax dollars spent
Kiwis Count has measured the drivers of satisfaction since 2007. Not all drivers are equal: ‘the service experience met your expectations’ is the most important driver and accounts for nearly one third of satisfaction with public services. Results for this driver across different channels are shown in figure 12.
How well did each service channel meet expectations?
- The results for “met expectations” on the online channels are impressively high in 2016.
- 87% of respondents had their expectations met when looking for public service information online (an 8 percentage point increase over the year and a steady increase from 73% in 2012).
- 85% of respondents had their expectations met when transacting online with the public service (a steady increase from 79% in 2012).
- The general channel (face to face contact or through correspondence) has not shown much of an increase since 2012, but 2016 is still a healthy result at 81%.
- There is a marked decline over the year on the Phone Channel. Satisfaction on the Phone Channel has always been lowest for the met expectations driver. We noted in 2015, a level of increase in satisfaction on the Phone Channel being the best of any channel since 2012. Over 2016, however, there has been a statistically significant decline in users of the phone channel having their expectations met (74% down to 62%).
- In 2016, the digital channels appear to be outperforming the non digital channels. This is the first year that “looking for information online” has outperformed the general channel on the met expectations driver. However, it is worth noting that interactions on the non digital channels are likely to be more complex.
Figure 12 Results by driver
- There is a similar pattern to that described for the “met expectations” driver when looking at results for all drivers: improving performance on the online channels, fairly similar performance on the general channel and poor/declining rates of satisfaction on the phone channel.
The full report on the 2007 Drivers Survey can be found at http://www.ssc.govt.nz/drivers-report and the summary report can be found at http://www.ssc.govt.nz/understanding-drivers-report