2609-12 citizen compass key findings v5.indd - pwc

www.pwc.com/ca/CitizenCompass

Next generation of eservices CitizenCompassEnhancing service delivery in the Canadian public sector

ii Citizen Compass | Next generation of eservices

Next generation of eservices Enhancing service delivery in the Canadian public sector

1

Canadians want better government services and they expect an experience at least equal to what they receive from the private sector. The challenge before the government is to meet the new level of service delivery expectations, but find a cost effective way of doing so.

Faced with budget constraints, governments at all levels across Canada are taking a hard look at how services can be delivered more cost-effectively. Additionally, Canadians looking at private sector service delivery as the benchmark are asking why governments can’t provide the same level of customer service experience as the banks or retailers. In response, governments are increasingly focusing on how they can achieve the next generation of service delivery to meet Canadians’ demands while reducing costs.

Canadian governments have received global recognition for innovation in delivering services and pioneering the ‘citizen-centred’ way of doing business. Much has been achieved over the past decade through this service delivery transformation. The first wave of citizen-centred innovation saw fragmented service delivery programs becoming centralized and program silos with most routine transactions coming under a single organizational umbrella. Organizations such as Service Canada, Service New Brunswick and ServiceBC amongst others began offering one-stop, multi-program, multi-channel service delivery. But the goal of seamless and integrated service delivery remains incomplete.

It’s increasingly being recognized that the next wave of innovation will need to focus on the electronic service delivery channel. Improving operational efficiency by migrating transactions from the relatively expensive in-person retail counters to the web or contact centres is a proven strategy. Governments are keenly exploring the issues and challenges of mobilizing the electronic channel to reduce costs while enhancing service experience, and by doing so, building people’s confidence and trust in their government.

This report sheds light on Canadians’ perspectives on the issues surrounding eservices, and provides an analysis on what governments need to keep in mind as they develop the next generation of eservices.

2 Citizen Compass | Next generation of eservices

Citizen Compass helps you address...

About the project

Citizen Compass is an online initiative designed to provide Canadians, with a platform to voice their opinions through informed participation and deliberation. Over a three week period, 3,147 Canadians participated to address the central question posed in this project, “What does the future of government services look like?”

The research was conducted through a ‘Choicebook’ which took respondents through an interactive experience. They learned about government eservices, explored important questions related to the issues and were presented with some of the advantages, disadvantages and trade-offs. The second stage of the engagement process was the Idea Forum. Participants were given the opportunity to submit their ideas on what eservices they would like to have now and in the future. They could also read, share and comment on ideas submitted by other Canadians.

Additional information on the research process and methodology is available in the Appendix.

For the purposes of this report, the findings focus on the qualitative and quantitative results from the Choicebook, and will help identify how new channels of delivery can be developed to address what Canadians need and want, while simultaneously reducing costs.

What do Canadians value most

from service delivery?

What channels are

Canadians using now and in the

future?

How do we improve

online service delivery?

What actions should I

consider?

3

Key findings on the future of government eservicesThree key themes predominately emerge on what Canadians want from government service delivery: • Convenience • Cost • Control

As Canadians become busier and technology makes their lives more fast-paced, they’re looking for convenient service delivery that fits with their lives. People expect services to be available across the channels they use; in the manner they use them.

Canadians expect similar service delivery from both the private and public sectors. They expect and demand:

Canadians want convenient, easy to access eservices

Convenience: Ease of access, channels and usability

Instant access

Real-time information gathering

Cross-channel capability – start an interaction in one channel and

finish it in another

A rich, well-crafted user experience

An experience that’s relevant

to me

Simple, intuitive and easy-to-complete

transactions


The changes Canadians forecast in how they access government services now and in the future will significantly impact the growth and design of eservices offerings. Figures 1 and 2 provide a snapshot of the trends revealed while comparing Canadians’ current use of channels to access government services, with their anticipated use of these channels in the future.

• Online usage dominates and will continue to grow.

• Traditional channels (telephone, in-person and mail) continue to be used, but the frequency of usage is expected to decline.

• New channels such as smartphones and tablets are gaining adoption at a high rate, but the total usage is smaller compared to online and traditional channels.

• These findings demonstrate an appetite for eservices amongst Canadians, but also reveal that the traditional channels for interacting with government such as telephone, in-person and mail will be reduced but may not completely go away yet.

0 20 40 60 80 100

Figure 10

Figure 11 - manually drawn

0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know

Provincial government

Credit card companies

Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable

Somewhat comfortable

Not comfortable at all

Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100

No answerVehicle emission test centres

Tax officeRecreation centres

Post officePassport office

Public transit infoWalk-in health clinics

Traffic infoRoad construction

Weather conditions

Figure 6

0 100

Would make it easier

Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea

Would use ID renewal

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

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Figure 2

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2 18 27 30 24

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21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1

Neither agreenor disagree

Don’t know/No response

Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet

Pubic or sharedcomputer

Your name

Your address

Your date of birth

Your email adress

Your S.I.N.

Your drivers licenseor passport photo

Government having a way to validate your identity online

Logging in on a government site using your bank username and password

Somewhat comforatble

Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested

Definitely interested

Not interested at all

I don’t have access

Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

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Figure 1

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Figure 2

Figure 9

2 18 27 30 24

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21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 1 Current channels of accessing government services

Figure 2 Future channels of accessing government services

Anticipated channel usage for services

5

A significant component of providing people with convenience is building awareness around the existing channels and making them secure. Respondents were asked what factors prevented them from using existing eservices and nearly half of all respondents identified lack of knowledge of eservices as the main barrier to usage. Another 32% think that they’re too hard to find. Canadians also indicated privacy protection (over half- 54%) as clearly the most important concern with government eservices.

The lack of knowledge about eservices suggests that government may be able to allay some of this concern through a communication strategy that explains what eservices are available, where they can be found, how they work and what safeguards are in place to protect people’s privacy in the course of accessing eservices. Enhancing the online experience by adopting citizen-centric language and improving navigation and search capabilities would help address online usability.

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

2 14 84

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21 14 83

21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 3 Canadians’ level of interest in accessing eservices from different devices in the future

What stops Canadians from using existing eservices? 46% didn’t know they existed 32% hard to find

What’s currently preventing Canadians from accessing eservices?


Sixty-two percent of respondents are supportive of the idea of having a single government identity card. The findings also reveal single identity card supporters are also interested in location-based services.

In terms of predictors, men are more likely (38%) than women (30%) to strongly support the idea of a single ID card.

Results support the preference for convenient eservices which jive with Canadians’ busy lives. Canadians definitely like the idea of a single identity card (see figure 4), and there’s similar interest in using alerts and notifications, location-based services and ID renewal eservices.

1. Canadians prefer a single government identity card

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

2 14 84

1

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70

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34

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33 26 22 17

1

1

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2

2 43 22 17 14

21 14 83

21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 4 Respondents’ preference of one government identity card

7

Over 80% of Canadians like the idea of receiving automatic notifi cations about available government services. Almost half are either confi dent or very confi dent that alerts will make accessing government services easier. Of those who like the idea, almost 40% would defi nitely register to use these services. Attitudes toward privacy are critical in understanding this preference, as those who feel they have less personal privacy or who do not want a single identity card are less interested in signing up for alerts.

2. Canadians like the convenience of electronic alerts and notifi cations

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

2 14 84

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21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 5Interest in automatic notifi cation service

What is automatic notificationservice?

• Messages on smartphones or home computers that send you a list of services most relevant to you at that time.

• For example, if you give birth to a child, you get an automatic notifi cation listing all the services that you need to think about, such as a health card and passport.


Canadians see a range of benefits from location-based eservices. The most popular services would help people in their day-to-day commutes or routines, with weather conditions, road construction and traffic information rank as the top three services. These were followed by services for walk-in health clinics and public transit information. Almost half of the respondents are also interested in passport offices and post offices (figure 6).

3. Canadians see the benefit in location-based services

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

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21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

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2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 6 Top location-based services that interest Canadians

Canadians continue to seek convenient, one-stop-shop service delivery. On being asked about bundled location-based services:

31% were definitely interested

43% maybe interested

9

4. People would use technology to renew government photo identification

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

Great deal

Some extent

None/little

Don't know



Federal government

Banks

Figure 12

0 20 40 60 80 100

Very comfortable

Comfortable



Not sure

No answer

Figure 13

0 20 40 60 80 100

Figure 3

0 50

Figure 4

0 100






Weather conditions

Figure 6

0 100


Would sign up

Like this idea

No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 5

0 100

Like this idea


No answer

I don't know

No

Yes, maybe

Yes, definitely

Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

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21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

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Sometimes

Often

All the time

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No answer

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Not sure

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1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 7 Canadians’ interest in convenient online ID renewal options

Respondents explored the possibility of using online or smartphone channels to renew their IDs, including driver’s license, health card and passport. Many Canadians (65%) like the idea of taking their own photos and submitting them electronically to renew their identification. This eservice has the potential to replace in-person signature procedures with electronic signatures.

What is online ID renewal?

• Being able to renew your ID through your computer or smartphone, without having to go in person.

• For example, once you validated your identity electronically, you could electronically submit the photograph and paperwork. Using facial recognition software, the goverment could analysze your picture and then issue a new driver’s license.


Canadians don’t consider any channel to be a privilege that they have to pay more for. There’s a general unwillingness to pay for services through new channels if the information provided was available for free through other channels. The findings below on automatic notifications and location-based services support this analysis.

Among respondents who would ‘definitely’ sign up to receive these services, over 70% aren’t willing to pay.

It’s interesting to note that while people are unwilling to pay for new channels of accessing information, they’re willing to pay convenience fees for services that they’re already familiar with. Compared to automatic notifications and location-based eservices, more Canadians are prepared to pay a user fee for ID renewal, and some are prepared to pay a significant premium to ‘skip the line’ in order to receive their IDs more quickly (20% of those who would definitely use the service). More than half of the people who would skip the line would pay twice the base fee for the option of receiving their ID faster.

Canadians won’t pay for channel usage, but they’ll pay to jump the line

Cost: Fees by service type and channel

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

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Figure 12

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Figure 7

Figure 8

0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

Figure 2

Figure 9

2 18 27 30 24

2 14 84

1

38

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5

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9

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351010

19357

34

2

6565

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208

332731

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35

14

14 23 32 29

1 19 24 30 25

1 24 24 27 23

1 26 25 27 20

33 26 22 17

1

1

2

2

2 43 22 17 14

21 14 83

21 18 79

21 16 80

21 57 18 13 9

No72

Yesmaybe

18

I don’t know5

No answer3

Yes definitely2

No72

Yesmaybe

17

I don’t know4

No answer3

Yes definitely3

Strongly agree 7

6

5

4

3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

Never

No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

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Figure 12

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Figure 13

0 20 40 60 80 100

Figure 3

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Figure 6

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I don't know

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Figure 7

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0 20 40 60 80 100

Figure 1

0 20 40 60 80 100

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Figure 9

2 18 27 30 24

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14 23 32 29

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2 43 22 17 14

21 14 83

21 18 79

21 16 80

21 57 18 13 9

No72

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18

I don’t know5

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No72

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17

I don’t know4

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Strongly agree 7

6

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Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

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3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

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2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

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Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

No answer

Sometimes

Often

All the time

Never

No answer

Not sure

Not that interested

Interested




Not sure

Sometimes

Often

All the time

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No answer

Not sure

No answer

1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 8 Willingness to pay – automatic notifications

Figure 9 Willingness to pay – location-based services

25% are willing to pay convenience fee for online ID renewal – a service they’re familiar with

19% will definitely pay more to skip the line and 36% may pay more to skip the line – a benefit they consider valuable

56% of those willing to pay to skip the line are prepared to pay twice the base fee

11

Information sharing is an essential component of enabling eservices such as automatic notifications. Respondents considered the possibility of creating an account and selecting a bundle of services that would require their records which are hosted in different departments or even levels of government to be shared in certain situations. For example, people moving to a different province would not have to fill out paperwork to have their driver’s license, health cards, benefits, and other information transferred to their new location. Rather, this would be done automatically and any new cards or IDs would be ready when they arrive.

Assumption: Canadians would not like any personal information shared despite it enabling better service experience.

Reality: Current legislation by default is based on the premise that people would not like their information being shared.

But respondents tell us: They’re comfortable with having their basic information shared for specific purposes and with their consent.

In a technology driven world, ‘tombstone’ data such as name, email address and mobile number, is readily available and people largely don’t mind having that information shared. However, information such as social

insurance number is regarded with more caution, and people require assurances of high levels of control from the government on sharing of such information (see figure 10). While 29% were very comfortable and 32% were comfortable with their name being shared, the numbers dropped by about half for when it came to their SIN, with 14% being very comfortable and 17% being comfortable.

Canadians willing to share information, but they want control

Control: Security and privacy

0 20 40 60 80 100

Figure 10


0 20 40 60 80 100

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Figure 12

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Figure 6

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Figure 7

Figure 8

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2 18 27 30 24

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2 43 22 17 14

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21 18 79

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I don’t know5

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17

I don’t know4

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Strongly agree 7

6

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3

2

1



Strongly disagree

2 10 42 36 10

8 57 24 9

9 57 28 5

19 61 15 1

1

1

3

3 5 57 27 8 1

1 5 84 8 2 1

1 5 87 6 1 1

1 3461 40 18

1 64101 21 3

1 63111 19 5

2 60242 11 2

3 526 33 5 1

2

1 7 7 31 53

19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

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Online

In-person

Telephone

Mail

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Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

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Not sure

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Not sure

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1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 10 Comfort with government sharing information with your consent


Con’t: Canadians willing to share information, but they want control

Control: Security and privacy

We’re clearly living in a world where Canadians perceive that they’ve lost privacy. Since 2008 we see an upward trend indicating that this feeling (figure 11). However, perceptions around what information is private are shifting.

It’s important to understand the changing perceptions of what Canadians consider to be private information and what they are more willing to share.

While Canadians are willing to share information, they expect information to be protected. They hold federal and provincial governments to the same high standards of accountability that they hold private institutions such as the banks and credit card companies (figure 12). Of the respondents, 84% said they held banks responsible for safeguarding

privacy and a similar proportion (83%) hold the federal government responsible. To leverage the potential of eservices, governments will need to work as hard as the banks to assure Canadians that safeguards are in place to protect their personal privacy.

0 20 40 60 80 100

Figure 10


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Figure 12

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Figure 6

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Figure 7

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2 18 27 30 24

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I don’t know4

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6

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Strongly disagree

2 10 42 36 10

8 57 24 9

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2

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19 17301722

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151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

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Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

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Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

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Not sure

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Not sure

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1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 11 Perception of privacy over a 5-year period

0 20 40 60 80 100

Figure 10


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Figure 12

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Figure 6

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Figure 7

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2 18 27 30 24

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I don’t know4

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6

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2 10 42 36 10

8 57 24 9

9 57 28 5

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2

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19 17301722

2 2 16 33 14 16 17

151611292422

2 2 5 65 16 6 4

14

20547 12 5

3 598 17 9 4

Online

In-person

Telephone

Mail

Kiosk

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Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

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Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

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Not sure

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Often

All the time

Never

No answer

Not sure

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Not sure

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1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 12 Responsible for safeguarding privacy

13

Validating identities online is a critical component of the security required to enable eservices. To gauge Canadians’ readiness and current perception on public sector information security, we asked respondents to indicate their level of comfort on online validation. The findings clearly support that Canadians understand the need to validate their identities prior to completing a transaction, with 24% being very comfortable and 30% being comfortable with it (figure 13).

Currently there are two main options for online validation – government building its own infrastructure or using an existing banking credential service. While currently the majority of respondents (57%) are not comfortable using their banking credentials to access government eservices. Our research shows us that Canadians who bank online and are more familiar with online banking authentication are more comfortable accessing government services using their banking credentials.

This is an interesting perception and needs to be understood in more detail. It’s important to keep in mind, that with any new technology, Canadians are often wary of information security threats, but when presented with a more convenient option, they’re willing to make trade-offs. Once secure platforms are in place, this perception is less a barrier and more an opportunity to provide assurance that their information is secure. It falls upon the public sector to educate people about the technology being used and the measures being taken. Later in this report, we explore how the public sector needs to build awareness and trust along with authentication capabilities.

0 20 40 60 80 100

Figure 10


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Figure 12

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2 10 42 36 10

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2

1 7 7 31 53

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2 2 5 65 16 6 4

14

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Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Online

In-person

Telephone

Mail

Kiosk

Mobile (Smartphone)

Mobile (Tablet)

Home computer

A smartphone

Work computer

A tablet


Your name

Your address

Your date of birth

Your email adress

Your S.I.N.





Comfortable

Very comfortable


Not sure

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Often

All the time

Never

No answer

Not sure

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Not sure

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1992 1996 2000 2004 2008 201210

20

30

40

50

60

70Agree (5-7)

Neither (4)

Disagree (1-3)

Figure 13 Online validation


Roadmap to enable the next generation of eservices

As established earlier in the report, service experience that’s both convenient and trusted is a key enabler to mobilize adoption of eservices. Canadians seeking convenience understand the need to verify their identity prior to completing a transaction online. To get ahead, governments face a strategic choice – they can either build their own system of authentication or use external credentialing options.

Build your own: The option to build and support their own credentialing system can be costly, especially given the infrequent interaction between Canadians and their government and the high likelihood of forgetting a seldom used password. However, citizens are more likely to trust this option initially.

Use external credentialing options: Security innovations have been pioneered by the payments and banking industries to reduce identify theft and fraud. Chipped cards and near field communications (NFC) enabled mobile phones are becoming trusted tools to validate identity and enable online transactions. To capitalize on this infrastructure, governments can choose to use such external credentialing options. For example, the British Columbia (BC) government is leading the way with its legislative reforms, and is in the process of providing all BC residents with a chip card, which when coupled with a third party credentialing service will allow access to a full range of online government services (i.e. electronic health records and electronic voting) in a trusted and secure manner. This option is more cost effective, but as with all new technology, there are early adopters and sceptics. If the government selects this option, it falls upon them to proactively convert the sceptics into adopters by building awareness and trust.

For people to use eservices, they need to know the option exists and they need to be able to find the service easily. While rolling out an eservice, public sector organizations need to raise awareness of the availability and value being offered.

The first step in building awareness is adopting a culture change strategy to educate employees and get them involved. Employees then often act as champions and proponents of the change, educating people in turn. For successful adoption of eservices, people also need to have trust in the security measures that the government has taken to keep their information from being compromised. While Canadians aren’t often concerned with details of the exact security measures that have been undertaken, they do need assurance, and it falls upon the government to build this trust through marketing and educational initiatives.

In order to offer eservices in the future based on Canadians preferences, we recommend four key steps that the government needs to undertake.

1. Choose a path to address authentication

2. Build awareness and trust

15

Governments need to avoid the trap of establishing new eservices exclusively within an online channel and avoid the hard work of rethinking the entire process from end to end. To achieve real improvements in customer experience, governments need to eliminate unproductive efforts and seek cost benefits.

A rethink and redesign of the highest volume processes is required to build the system up for future success. By redesigning their top ten customer interactions and adopting a systemic, multi-channel approach, governments would not only satisfy customer expectations regarding convenience and trust in the electronic channel, but would also enhance the efficiency and effectiveness of traditional channels while delivering significant back office savings. It’s important to keep in mind that Canadians value choice and will continue to interact with governments through multiple channels for now, and service quality must be sustained across the continuum of services.

While respondents like the idea of convenient cross-channel services such as automatic notifications and online ID renewal, the business and system architectures in use today are outdated and are a result of putting together many programs, business processes and legacy systems in silos. While a common customer facing front end is presented to Canadians, what happens behind the curtains is a complex array of independent, non-standardized systems that are increasingly obsolete, prone to failure and expensive to maintain.

The current business models are not up to the job of serving as a blueprint for the redesign of a multi-channel service organization capable of delivering new products and services, making investments and responding to change and emerging technologies. Governments require new business architecture to meet the future needs of their service organizations. The Ontario government, for example, recognizes these requirements and is moving towards modernized business architecture with its announcement to divest Service Ontario and engage the private sector in a P3 business and financing model.

Canadians looking for convenience, security and cost-effectiveness, are ready for the next generation of eservices. It’s up to the government to provide this and maintain the gold standard of citizen-centred service delivery by building a roadmap for the future of eservices.

3. Redesign the entire service delivery process

4. Create new business architecture


Appendix

Engagement methods

ChoicebookThe Choicebook is designed to provide citizens with a opportunity to express their views on various aspects of a given issue. More than the typical survey approach; the Choicebook’s value proposition is that it focuses on fostering informed participation before asking for contributions from citizens. Through this process, the Choicebook helps individuals move beyond their ‘top-of-mind, knee jerk’ responses to expressing a more informed opinion on eservices. For this project, it was developed to help participants learn about the key issues around the delivery of government eservices, to explore the important questions relating to them, and to deliberate on the advantages, disadvantages, and tradeoffs involved.

Another advantage of the Choicebook’s design is that it provides participants with an interactive learning opportunity that emphasizes the relevance of the issue to their everyday lives. For this project, the issue of government eservices was explored through a lifespan narrative. Through two scenarios, the experiences of two couples moving through different life stages helped highlight the significance of accessing government services as people journey through important life events. The first scenario highlighted some of the key challenges for young families transitioning into parenthood, while the second scenario’s couple represented the experiences of retirement aged Canadians transitioning from work, downsizing and moving to a new region of Canada. This human focused narrative helps make the Choicebook a more compelling experience than filling out the typical survey.

The Choicebook outlined the following key issues related to eservices:

• Automatic notification services

• Permission to share information

• Location based services

• ID renewal

• Information sharing across governments

• Online validation services

As stated earlier, a narrative based around life events was used to engage participants in learning about how eservices could support citizens accessing government services at different stages in their lives.

17

Idea ForumThe purpose of the Idea Forum is to encourage people to submit their own ideas about the future of government eservices while also considering, commenting and voting (either up/like or down/dislike) on other people’s ideas. Idea Forum is a crowdsourcing approach that helps build a critical mass around what participants think are the best ideas. These ideas ‘float to the top’ by virtue of the number of votes they receive from fellow participants.

To help people frame their thinking around ideas, five themes/questions were posed:

• General eservices: what government eservices would you like to see being offered to Canadians?

• Mobile services: what eservices would you like to be able to access on your mobile or smart phone?

• Location-based services: what eservices should governments offer that are based on your phone’s GPS location?

• Smart messages: What notifications or services could be included in automatic alerts?

• Open data: Which data sources should be opened up to developers? What eservices could be developed or improved if governments gave citizens and developers access to open data sets?

The Idea Forum also had a contest component, with the goal of providing an incentive for participants to submit high-quality, innovative ideas. A panel of opinion leaders and experts reviewed all of the ideas, ranked them, and created a short list of the top ideas across the five themes. PwC selected three equally weighted criteria to assess the ideas: creativity, practicality and likelihood of value to all Canadians. The panelists were Sandra Pupatello, Director of Business Development and Global Markets at PwC; Dr. Don Lenihan, Vice-President of Engagement at the Public Policy Forum; and Richard Jhang, Technology Partner at PwC.

The panel also considered a number of ‘hidden gems’ from the Idea Forum. These ideas met the criteria but were not very popular in terms of the number of votes. The top 10 ideas were recognized, with the top 3 receiving a prize. The winner and top ideas were announced online on May 28. In total 96 ideas were submitted.


MethodologyThe data presented in this report is based on a representative sample drawn from the Ekos ProbIt online panel (figure 14). Respondents were randomly selected to participate in this study and were invited by email to visit the ProbIt site where they completed several pre-qualifying questions before they entered the Choicebook site. The Choicebook is a tool which gathers informed opinions from respondents.

The strategy was to get a sample that would reflect the Canadian population as closely as possible. In addition, the sample was allocated on a disproportionate basis to get a larger sample in some provinces. To adjust for this sampling strategy and for the tendency for some types of people to be more likely to respond, the data has been weighted to the national population based on age, gender and region.

Fieldwork took place between April 12 and May 4, 2012. A total of 3,147 completions were achieved. A sample of this size has a margin of error of plus or minus 1.6%. The margin of error for subsamples will be larger.

Figure 14 ProbIt panel composition

Region

British Columbia 12.2%

Alberta 9.0%

Saskatchewan 3.4%

Manitoba 3.2%

Ontario 40.3%

Quebec 22.8%

New Brunswick 2.5%

Nova Scotia 3.9%

Prince Edward Island 0.7%

Newfoundland 1.6%

Territories 0.4%

Gender

Male 49.4%

Female 50.6%

Age

<25 5%

25-34 14%

35-44 17%

45-54 22%

55-64 22%

+65 20%

On/Off-Line Status

Online 82%

Offline 18%

Household Type

Cell phone only 9%

Any landline 91%

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Enhancing value for public sector organizationsLeveraging technology to enable your service delivery model and business processes are a critical competency for the chief information officer (CIO) to deliver lasting results with the business. Delivering on the promise of business transformation through information technology (IT) not only requires innovative technology, but also requires a service organization that is agile in delivering and managing the value from today’s IT spend. Our experienced and qualified team provides consulting services to build trust and enhance value for our public sector and government clients at all levels – federal, provincial, municipal and aboriginal.

www.pwc.com/ca/publicsector

Figure 14 ProbIt panel composition

Region

British Columbia 12.2%

Alberta 9.0%

Saskatchewan 3.4%

Manitoba 3.2%

Ontario 40.3%

Quebec 22.8%

New Brunswick 2.5%

Nova Scotia 3.9%

Prince Edward Island 0.7%

Newfoundland 1.6%

Territories 0.4%

Gender

Male 49.4%

Female 50.6%

Age

<25 5%

25-34 14%

35-44 17%

45-54 22%

55-64 22%

+65 20%

On/Off-Line Status

Online 82%

Offline 18%

Household Type

Cell phone only 9%

Any landline 91%


Our project contributorsMichael Jordan, partner

Domenic Belmonte, partner

Leigh Harris Fowell, public sector service transformation

Deborah Tanaka, public sector marketing

Janice Wagner, senior advisor

Our extended marketing teamNaveli Gupta, communications

Natalie Henry, Patrick Gunn and Patrick Furlong, digital and design

Tamara Colodny and Keshia Claxton, marketing coordination

Kiran Chauhan and Craig Sebastiano, media

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Brian McLean National and Alberta Public Sector Lead 403 781 1847 [email protected]

Shawn Porter Atlantic Public Sector Lead 902 491 7469 [email protected]

Mike Harris British Columbia Public Sector Lead 604 806 7711 [email protected]

Roxanne Anderson Federal Public Sector Lead 613 755 8702 [email protected]

Robert Reimer Manitoba & Saskatchewan Public Sector Lead 204 926 2442 [email protected]

Michael Jordan Ontario Pubic Sector Lead 416 941 8484 [email protected]

Daniel Cadoret Quebec Public Sector Lead 418 691 2433 [email protected]

Interested to learn more about the findings?

Contact our local public sector professionals to request a private briefing.


© 2012 PricewaterhouseCoopers LLP. All rights reserved. In this document, PwC refers to PricewaterhouseCoopers, which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity. 2609-12 0612

www.pwc.com/ca/CitizenCompass

2609-12 citizen compass key findings v5.indd - pwc

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