Blue Pages Redesign
For the majority of citizens, the Blue Pages section of the public telephone directory is their first attempt to obtain information on government programs and services. Unfortunately, the result, in too many cases, is not a positive one.
Frequently, callers' frustrations begin when they mistakenly call the wrong department or wrong level of government. Such errors are not surprising given the different levels of government - municipal, provincial, first nations, and federal - as well as the many services identified in the current Blue Pages listings can be very confusing.
Research has indicated that citizens are most concerned with getting results, namely:
- quick access to information;
- knowledgeable information; and
- courteous one-stop service.
In Canada, several governments have worked to redesign the Blue Pages. The purpose of these redesign projects is to improve the general public's access to all levels of government and to reduce the frustrations that people have in reaching the most appropriate person to assist them.
The redesign of the Blue Pages addresses these concerns by providing a directory of government services that are listed by type of service provided rather than by level of government and then department. Through this approach, citizens are more likely to quickly find the correct telephone number to connect them directly to the service and information that they require. By eliminating incorrect calls, and the frustrations that these cause for both callers and public servants, there is a better environment in which to promote mutual respect and courtesy.
For example, under the new Blue Pages a citizen seeking a provincial health card need look no further than Health. No longer does the client need to know that health cards are a provincial responsibility, traditionally listed in the provincial government section, in some cases sub-listed under the province's health insurance plan. In another situation, someone seeking customs information, need simply look under Customs, without having to know that Customs comes under Revenue Canada, a federal department.
Various versions of a new Blue Pages formats have been published in municipalities across Canada. In all cases, users have agreed that they were an improvement over the previous listing system and have provided valuable feedback leading to further improvements.