CMT Case Studies
The Challenge of Maintaining Superior Customer Service: B.C. Government Agents

Introduction

The Government Agents branch of the British Columbia government consists of 58 offices across the province, providing face-to-face and telephone access to government programs and information. This agency served 2 million British Columbians last year by providing a variety of services such as driver licensing, social services, provincial health plans, regulatory services and permits, social assistance and financial support services.

Survey Design

The Governments Agents branch carried out multiple client-satisfaction surveys between 1998 and 2003. Using the Common Measurements Tool (CMT), in 2001 and 2003, they surveyed 880 and 1490 clients, respectively. Both surveys in 2001 and 2003 incorporated some non-CMT elements. In 2001, respondents were questioned on 'channel preference', and in 2003, respondents were surveyed on the 'steps to get service'. All questions were developed in house, but the survey was conducted and analyzed by an external firm.

Methodology

At service counters throughout the province, clients were asked if they would be willing to participate in a customer satisfaction survey, which produced a 30% willingness rate. Due to privacy legislation, written authority was required to contact clients for survey purposes. Clients were also given an option as to what time of day they wanted to be contacted. Furthermore, all clients were contacted between 4 hours and 7 days of their service experience.

It was decided that the survey would be conducted via telephone, as it was quick and inexpensive means of conducting the survey. This produced a very positive 95% response rate, attributed to the fact the clients were already willing to participate.

Results

The 2001 CMT survey produced exceptional results, revealing an overall CMT score of 94%. At this level, the greatest challenge was simply to maintain such high scores.

The results of the survey were applied to the Ministry Service Plan and Annual Service Plan Report. These documents provide accountability at the Minister and Deputy Minister level, linking a pay bonus to the achievement of the performance targets set out in the Service Plan.

The Government Agents Branch also developed a Service Improvement Plan that drew on the lessons learned from the customer survey.

The 2003 CMT survey produced results that clearly indicated that the agency maintained their superior customer service levels. The survey produced an overall CMT score of 93 %, or 4.6 out of 5, similar to the previous year's 94%. This was a particularly exceptional score, considering the resource cutbacks and resultant reduction in customer service staff in various program areas.