Client Satisfaction Survey

Circum Network Inc.
Management and Research Consultants
74, rue Val Perché

Hull, Quebec J8Z 2A6
819.770.2423, 2 819.770.5196
service@circum.com
http://www.circum.com
Rigour – Transparency – Creativity – Relevance
An Integrated Approach to
Conducting Client Satisfaction Surveys
Analysis of requirements and proposal for a client

satisfaction measurement program
Prepared for
Evaluation Services
Information and Strategic Planning Directorate
Quebec Regional Office
Human Resources Development Canada
200, boul. René-Lévesque, West Tower, 5th floor
Montreal, Quebec H2Z 1X4
March 9, 2001
C i r c u m N e t w o r k I n c
An Integrated Approach to Obtaining Feedback from Clients iii
Analysis of requirements and proposal for a measurement program HRDC-Quebec Region
TABLE OF CONTENTS
TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
Chapter 1
BACKGROUND AND GOALS OF THIS PROJECT . . . . . . . . . . . . . . . 1
1.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.3 Developing standardized questionnaires . . . . . . . . . . . . . . . . . 3
1.4 Developing an operational framework . . . . . . . . . . . . . . . . . . . 5
1.5 Developing an implementation support tool . . . . . . . . . . . . . . . 5
Chapter 2
SERVICE CONTEXT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 3
HRDC REQUIREMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.1 Information to be gathered from clients . . . . . . . . . . . . . . . . 11
3.2 Service outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.3 Indicators for each step in the service delivery process . . . . . . 14
3.4 Elements to measure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
3.5 Problems in measuring client satisfaction in HRDC-Quebec Region 17
3.6 Proposed solutions to these problems . . . . . . . . . . . . . . . . . 19
3.7 Selecting a yardstick of client satisfaction . . . . . . . . . . . . . . . 20
An Integrated Approach to Obtaining Feedback from Clients iv
Chapter 4
BUILDING QUESTIONNAIRES FOR HRDC-QUEBEC REGION . . . . . 21
4.1 Questions about responsiveness . . . . . . . . . . . . . . . . . . . . . 25
4.2 Questions about reliability . . . . . . . . . . . . . . . . . . . . . . . . . . 27
4.3 Questions about access and facilities . . . . . . . . . . . . . . . . . . 28
4.4 Questions about communications . . . . . . . . . . . . . . . . . . . . 29
4.5 Questions about outcomes . . . . . . . . . . . . . . . . . . . . . . . . . 32
4.6 Additional questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Chapter 5
IMPLEMENTATION OPTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
5.1 Survey management options . . . . . . . . . . . . . . . . . . . . . . . . 35
5.2 Survey methodology options . . . . . . . . . . . . . . . . . . . . . . . . 38
5.3 Options chosen by HRDC-Quebec Region . . . . . . . . . . . . . . . 39
Chapter 6
PRETESTING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Chapter 7
PROPOSED MEASUREMENT PROGRAM . . . . . . . . . . . . . . . . . . . 47
Appendix 1 People Consulted for This Study . . . . . . . . . . . . . . . . . . . 51
Appendix 2 Script for Consultations . . . . . . . . . . . . . . . . . . . . . . . . . 55
Appendix 3 Questionnaires Analyzed in this Study . . . . . . . . . . . . . . . 59
Appendix 4 Self-Administered Questionnaire, In-Person Services,

Satisfaction with Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Appendix 5 Self-Administered Questionnaire, In-Person Services,

Importance of Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Appendix 6 Self-Administered Questionnaire, On-Line Services,

Satisfaction with and Importance of Services . . . . . . . . . . . . . . . . . 93
Appendix 7 Self-Administered Questionnaire, Services Delivered by Mail,

Satisfaction with Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Appendix 8 Telephone Questionnaire, Telephone Services,

Satisfaction with and Importance of Services . . . . . . . . . . . . . . . 113
An Integrated Approach to Obtaining Feedback from Clients 1
Chapter 1
BACKGROUND AND
GOALS OF THIS
PROJECT
1.1 Background
The Five Pillars of the As part of its ongoing efforts to offer the highest quality of service to its
HRDC-Quebec Region vision clients, Human Resources Development Canada (HRDC), Quebec Region,
has decided to provide its Human Resources Canada Centres (HRCCs) and
• information to support
decision making; its other operational centres with tools to help them plan and conduct
• community capacity client surveys, compile and analyze the resulting data, and take action on
buildings; the results.
• preventive measures;
• development of policies;
• highest-quality services. There is a consensus within HRDC-Quebec Region that systematic,
rigourous measurement of client satisfaction with the products and services
offered by the Region is essential to building the fifth pillar of the region’s
vision: delivering services of the highest quality. There is also a consensus
that the primary responsibility for improving the region’s services lies with
the HRCCs and other operational centres, because it is they that control
the daily delivery of services. Needless to say, the Regional Office shares
this responsibility, insofar as it provides work tools, rules, and procedures
to enable the centres to deliver these services.
HRDC-Quebec Region wishes to move with the current trend within the
federal government, in which departments are being encouraged to
conduct consultations with their various groups of clients in order to
understand and satisfy citizens’ expectations. The work recently sponsored
by the Canadian Centre for Management Development constitutes an
essential foundation for this effort.1 The present project represents a
response by HRDC-Quebec Region to the expectations set by the Quebec
Council of Senior Federal Officials regarding the establishment of a pilot
project to develop a common approach to measuring client satisfaction
while respecting the differences among organizations; this concern arises
from a study on this subject by Daniel J. Caron and Sony L. Perron.2 Also,
HRDC-Quebec Region already has its own tradition of measuring client
satisfaction and client needs, and any new initiatives must build on this
foundation. This foundation includes two earlier reports in which Circum
Network Inc.3 began investigating the subject of the present project and
which in a sense constitute a sub-set of it.
1
Erin Research, Citizens First, report prepared for the Citizen-Centred Service Network and the Canadian Centre for
Management Development, October 1998; Faye Schmidt in co-operaton with Teresa Strickland, Client Satisfaction Surveying:
Common Measurement Tools, December 1998; Faye Schmidt in co-operation with Teresa Strickland, Client Satisfaction
Surveying: A Manager’s Guide, report prepared for the Citizen-Centred Service Network and the Canadian Centre for
Management Development, December 1998; Geoff Dinsdale and D. Brian Marson, Citizen/Client Surveys: Dispelling Myths
and Redrawing Maps, report prepared for the Citizen-Centred Service Network and the Canadian Centre for Management
Development, March 1999.
2
Daniel J. Caron et Sony L. Perron, Relevé des méthodes de mesure de la qualité des services dans les ministères et
organismes fédéraux, March 1999.
3
Développement d'une méthodologie de rétroaction-clientèle pour la Région du Québec de Développement des ressources
humaines Canada, report prepared for HRDC-Quebec Region, February 1998; Développement d'outils de cueillette de
renseignements auprès des utilisateurs des produits d'information de DRHC–Québec, report prepared for HRDC-Quebec
Region, September 1999.
1.2 Goals
The goals of the present project were to plan a client satisfaction

measurement program and to produce a self-directed training document
on the implementation of client surveys. The program and the guide are
designed for employees of HRDC-Quebec Region who do not necessarily
have the knowledge required to conduct formal, systematic surveys. The
tools in the guide are to be used for measuring, sampling, collecting data,
analyzing data, interpreting results, and implementing recommendations.
They include standardized questionnaires for various types of clients and
various service conditions. While providing the essential methodological
foundations, the self-directed training document takes a pragmatic, down-
to-earth approach, including devices such as decision trees and checklists.
This project was carried out in three phases. First, we developed the
standardized questionnaires. Then we developed an operational framework
for the client satisfaction measurement program. Finally, we developed the
analytical support tools and mechanisms.
1.3 Developing standardized questionnaires
In the first phase of the project we developed standardized questionnaires

for use by HRCCs and other operational responsibility centres. These
questionnaires will be used to measure client satisfaction with the
activities, products, and services of HRDC-Quebec Region. In principle, all
of the various groups of clients and all of the products and services of
HRDC-Quebec Region will be included in this survey process. The
questionnaires are adapted to the differences among types of clients and
types of services, but as much as possible, they provide common indicators
that can be used for benchmarking and for monitoring performance over
time. Where possible, these tools include questions about client/citizen
expectations. The objective here is to provide the operational centres with a
set of pre-tested tools that are ready to use but that can also be adapted
to the specific circumstances of a given survey.
To develop these standardized questionnaires, we conducted two sets of

analyses.
• An analysis of the information requirements of HRDC-Quebec

Region managers: For this analysis, we conducted a series of semi-
structured interviews with managers to identify their needs for
operational and strategic information about clients’ expectations.1, 2 We
also examined about twenty questionnaires that the operational centres
have used to obtain client feedback over the past few years, as well as
past reports, to identify the concerns expressed in them. In addition, we
examined the reports that describe the most recent trends in measuring
client satisfaction within the federal government. Using all these
sources, we compiled a list of managers’ information requirements,
ranked in order of priority.
• An analysis of clients, services, and service points: On the basis of in-

depth interviews and HRDC-Quebec Region strategic planning
documents, we prepared a list of the region’s clients, services, and
service points, and matched this list up with the list of information
requirements.
With the information thus gathered, we then developed a measurement

approach that can cover the entire client population served by HRDC-
Quebec Region, as well as all the products and services that it offers these
clients.
Chapter 2 of this report describes the context in which HRDC-Quebec

Region delivers its services. Chapter 3 describes the information
requirements that we identified, and Chapter 4 presents templates for
questionnaires that can be administered to the region’s various groups of
clients.
1
For a list of the managers whom we interviewed, see Appendix 1.
2
For a list of the questions discussed in these interviews, see Appendix 2.
1.4 Developing an operational framework
To develop an operational framework for the client satisfaction

measurement program, we first identified three different options for
managing this program and three possible methodological approaches to
use in it. HRDC-Quebec Region then chose one management option and
one methodological option. This process is documented in
Chapter 5.
On the basis of these choices and of the analyses described above, we

developed five questionnaires and put them through a pretesting process
that simulated actual conditions as closely as possible. The results of the
pretests (presented in Chapter 6) identifed a few adjustments that needed
to be made, but also confirmed that these questionnaires would satisfy the
clients to whom they were administered. These proposed questionnaires
are structured to give clients enough latitude to express their points of
view. These questionnaires also give the Department a framework that will
facilitate analysis and interpretation of survey results.
Having completed all these steps, we went ahead and prepared a plan for
a client satisfaction measurement program that will meet the needs of
HRDC-Quebec Region while working with the resources available to it and
the constraints that it faces. This program is described in Chapter 7 of this
report.
1.5 Developing an implementation support tool
One of the needs most clearly expressed in the course of this project was
for a tool to support the implementation of the measurement program. To
meet this need, we developed a self-directed training document, structured
around the major phases of a client-satisfaction survey. This document has
been submitted separately.
Chapter 2
SERVICE CONTEXT
This chapter provides some context for certain subjects that will be dealt
with later in this report.
One of the premises of our work is that in measuring its clients’

satisfaction, HRDC must consider the various types of clients that it serves.
The question of the analytical classification of HRDC clients has been
examined many times over the past few years. As a result of these efforts,
together with the work done to develop HRDC-Quebec Region’s new service
philosophy, an initial typology of clients has been developed. This typology
is presented in Exhibit 2.1.
EXHIBIT 2.1
Types of HRDC clients, based
on studies done to develop the new service philosophy
Employment Insurance clients • first-time claimants

• frequent users
• recipients of special benefits
• contentious cases
Income Security recipients
Users of services of Labour Canada (employers and employees)
All citizens who use any other services, and information services in particular
We can enhance this classification if we recognize that it actually covers

two different dimensions: not only the types of clients, but the types of
services provided to them. To clarify these two dimensions, we could
reclassify the various groups of clients as follows.
EXHIBIT 2.2
HRDC client groups, based on
types of clients and types of services provided
Targeted Individuals General Public Businesses

Employment first-time claimants Employers
Insurance frequent users
special-benefits recipients
contentious cases
Income Security Recipients Secondary
inquiries
Labour Code Employees Employers
Human Resource LMI Information
Development (life transitions)
MVPC
Other services ServiceCanada Work permits
SINs for foreigners
In the context of client satisfaction measurement, it is also important to

identify the various channels through which services are delivered, because
each of these channels has a distinctive set of service characteristics. The
five current service channels are listed in Exhibit 2.3.
EXHIBIT 2.3
HRDC Service Channels
In-person mainly at the HRCC

Telephone mainly through the Regional Call Centre
Mail mainly through the Regional Operations Centres and the ISP
On-line through electronic kiosks and the Internet
Printed preferred channel for distributing labour-market information
matter
Another important part of the service context is the service philosophy,

which identifies the following main needs for the most numerous group of
clients, Employment Insurance claimants:
• to receive courteous, welcoming service;

• to be listened to actively and empathetically;
• to be informed pro-actively;
• to understand the decisions affecting them;
• to know about the products and services available to them;
• to receive guidance in the use of HRDC technologies and products.
Lastly, the various documents analyzed in this study show that there are
four phases that are common to the delivery of all services by HRDC-
Quebec Region. These phases are listed in Exhibit 2.4.
EXHIBIT 2.4
Phases of Delivering Service
Receiving clients and directing them to the right place

Service and processing • processing
• guidance
• information
• awareness-raising
• referrals
• handing out information products
Quality assurance (verification of response to needs)
Follow-up
Chapter 3
HRDC REQUIREMENTS
For the purposes of the present study, HRDC-Quebec Region can be said
to have two types of requirements: requirements for information that it
must gather from clients, and operational requirements associated with the
implementation of a client satisfaction measurement program. This chapter
looks at both types of requirements. We have taken it for granted that the
current exercise to find ways of putting the new service philosophy into
practice will address strategic requirements, such as the need to change
the organizational and managerial culture.
3.1 Information to be gathered from clients
In the roughly twenty interviews conducted as part of this study, we

gathered the opinions of managers and analysts from HRDC-Quebec
Region as to what information it would be important to obtain from clients.
Exhibit 3.1 lists the suggestions made by these interviewees.
Exhibit 3.1 We have classified this information

Information To Obtain from HRDC-Quebec Region Clients
according to the five dimensions of
Responsiveness service delivery that the Common
• Quality of human contact
• Employees’ attitude (courteousness, smiling, etc.) Measurements Tool (CMT) says should
• Breadth of services offered be used to measure client satisfaction.
• Satisfaction with respect to posted service standards (waiting time, time it takes
to receive a response to a request, quality standards, etc.) We have also added one dimension of
• Personalization of service
• Satisfaction with filing weekly reports by telephone to Regional Call Centre
our own, service outcomes, which refers
(Teledec) specifically to the HRDC-Quebec Region
service philosophy. The five service-
Reliability delivery dimensions described in the
• Respect for confidentiality, especially at job-bank kiosks
• Satisfaction with new information-provision services CMT are as follows.
• Employees’ competence
• Group sessions: among the topics covered, which ones did not meet your
expectations? (clarity, length, tools, visual aids, etc.) • Responsiveness is defined as “reacting
• Accuracy of information provided readily, as to appeal.” This definition gets to
• Relevance and sufficiency of information provided the heart of responsiveness in relation to
• Satisfaction of information requests service satisfaction. ‘Reacting’ connotes that
an action occurs as a result of some other
occurrence, in this case, a client’s need or an
Service outcomes (HRDC-Quebec Region service philosophy) appeal made by the client. An appeal, as
• Evaluate year-to-year trend regarding trust applied here, refers to a service gap
• Feedback on client perspective concerning comfort with, trust in, and
recognized by the client and conveyed to the
courtesy of service staff
service provider. ‘Reacting readily’ implies that
• Ability to reassure clients about their concerns
there is a timely element to responsiveness. It
• Response to clients’ needs
• Degree of understanding of information provided
is safe to assume that clients want to feel that
public services respond to their needs and
expressed views: this is at the core of client
Access and facilities satisfaction..
• Satisfaction regarding waiting times on telephone
• Accessibility (parking, public transit, office hours, limited mobility, etc.) • Reliability has been defined as “the ability to
• Ability to find one’s way around HRDC offices provide what was promised, dependably and
• Comfortableness of waiting rooms accurately. The credibility of the service
provider depends on this service dimension
Communications and thus can be considered as an essential
• Quality of communication with the client factor of satisfaction.
• Perceptions regarding clarity and complexity of the system
• Service in the official language of their choice • Access and facilities refer to the
• Amount of information
approachability and ease with which service is
• Clarity of information received
provided.
• Comments on the content of the voice information system (information capsules,
ability to find other information desired)
• Communication in service delivery should
Other information provide the client with accurate,
• Purpose of visit to HRDC office understandable, relevant information and a
• Service/information sought means to be heard.
• Suggestions for improving current situation
• Client knowledge of various programs available(information, fees, labour force • Cost of services refers to user fees and value
re-entry, etc.) for services provided; this factor also
• Comfort with the technology used encompasses related processes such as
billing and payments. (The cost dimension
was not discussed in the interviews conducted
for this study.)
As can be seen, there is a close fit between the information that the
HRDC-Quebec Region managers would like to obtain from their clients and
the measurement priorities set out in the CMT. Understandably, because
service outcomes vary so much from one organization to another, the CMT
deals with them only briefly. In this regard, the following sections draw on
the past studies done in Quebec Region to develop the regional service
philosophy.
3.2 Service outcomes
The current exercises to develop the new service philosophy have identified
three key objectives that HRDC-Quebec Region and its representatives will
attempt to achieve in all their contacts with clients. Exhibit 3.2 lists these
three objectives, along with the sub-objectives that give them concrete
form.
These objectives and sub-objectives are crucial for measuring client

satisfaction with service outcomes. The CMT says very little about desired
outcomes, because they vary so much from one government program to
another and even from one organizational unit to another, even if the units’
programs are similar.
EXHIBIT 3.2
Service Outcome Objectives
Objective Sub-objectives
Promote personal • increase awareness and provide guidance
development • facilitate access to resources, tools and information;
• encourage continuous learning
• encourage people and communities to invest in themselves
Apply legislation • explain the meaning of the laws
• provide information
• place the emphasis on the outcome
• investigate and prevent abuses
• make wise use of public funds
Inspire trust • reassure clients
• listen actively
• provide guidance
• show respect for clients as individuals
• communicate clearly and transparently
• honour commitments
• inspire trust in the organization, the individual, the community, and the government
• increase trust in the capacities and potential of individuals and communities
3.3 Indicators for each step in the service

delivery process
The logical organization of a government program is often represented by a

chain sequentially linking inputs, processes, outputs, intermediate
outcomes, and long-term outcomes.
Exhibit 3.3 shows that for each of these logical steps, there is an
associated measure of satisfaction. This exhibit also clarifies that no single
measuring tool can provide all the necessary information about client
satisfaction because, for one thing, some information (such as satisfaction
with a service process or transaction) concerns individuals, while other
information (such as societal needs indicators) concerns communities.
EXHIBIT 3.2
Logical Organization of a Client Satisfaction Measurement Program
LOGICAL SEQUENCE SATISFACTION MEASUREMENT
Inputs Clients' satisfaction with facilities, tools, information

Tangible elements used to deliver
products, etc.
the service
Process Clients' satisfaction with the transaction, the

Mechanism put in place to deliver procedures, the service staff, etc.
the service
Outputs Clients' satisfaction with the information received,

Immediate, visible, concrete conse-
the information given, the decision made, etc.
quences of the inputs and the processes
Intermediate Results Clients' satisfaction with the response to their

Concrete benefits provided to needs, the improvement in their situation, their
clients trust in the organization, etc.
Long-term Results
Contributions to a broader Social indicators
problem-solving strategy
3.4 Elements to measure
The work on the CMT highlighted five elements of the service delivery
process that organizations must measure in order to respond rationally to
information about client satisfaction. These five elements are client’s
expectations, their perceptions of the service experience, the level of
importance they attribute to the various aspects of service, their level of
satisfaction, and their priorities for improvement. It is not necessary to

cover all five of these elements in a single survey instrument, but the
overall measurement strategy (for example, the combination of several
measurement activities or methods) should provide information on all of
them.
• Client expectations. Clients perceive the quality of the service that they
receive in light of their expectations. These expectations therefore
constitute one of the levers that managers can use to improve their
clients’ satisfaction, and the reason why managers may publish their
service standards.
• Perceptions of the service experience. Clients’ satisfaction depends on

the gap between their service expectations and their perception of the
service they actually receive. Clients’ perceptions in this regard often
differ from those of the staff delivering the service, which makes
gathering information about client perceptions all the more important.
• Level of importance. While client satisfaction depends on the gap

between expectations and perceptions of service, this relationship is
affected by the level of importance that clients attribute to a particular
service event or aspect of service. Dissatisfaction with a service aspect
that a client considers less important will not have the same impact as
the same level of dissatisfaction with an aspect that the client considers
crucial.
• Level of satisfaction. The level of satisfaction is the client’s subjective

response to a service event or series of service events. It depends on
the client’s initial expectations, the client’s perceptions of the service
actually received, and the level of importance that the client attributes
to the service and its various aspects.
• Priorities for improvement. To be useful for planning, service-quality

measurements must go beyond simply assessing levels of satisfaction.
Clients have to be able to express their views about the aspects of the
service that they would like to see improved. When clients have trouble
in saying what relative importance they assign to various aspects of
service, you can get useful information by asking them to identify their
priorities for improvement directly.
3.5 Problems in measuring client satisfaction in

HRDC-Quebec Region
In the consultations conducted for this

EXHIBIT 3.4 study, we identified several problems that
Problem Areas in Surveying HRDC-Quebec Region Clients
the HRCCs and other operational offices of
Survey setting HRDC-Quebec Region have encountered in
• Clients’ lack of trust when completing questionnaires at HRDC offices
• Trouble in getting clients to agree to participate conducting client satisfaction surveys over
the years. These problems are listed in
Sensitivity of questionnaires
• Need to adapt questionnaires to particularities of each region Exhibit 3.5.
• Inability of questionnaires to tell when client dissatisfaction is attributable
to service staff’s simply having applied the law, thus disappointing client
expectations They fall into six areas.
• Need to adapt questionnaires to types of clients
• Respondents’ difficulties in understanding the level of language and
terminology used in the questionnaires • Survey setting: Most of the surveys to
Methodology date have been conducted in HRCC
• Determining how frequently data should be collected offices, where clients were intercepted in
• Identifying the optimal data-collection method
• Developing realistic methods of selecting participants the waiting room or on their way out and
• Determining a reasonable sample size
• Analyzing the representativity of the sample
asked to participate. Surveys done in this
setting have run into problems of trust
Required skills
• Developing survey content and low participation.
• Administering questionnaires in a consistent, uniform way
• Analyzing the information gathered
• Writing survey reports • Sensitivity of questionnaires: Survey
• Formulating recommendations
• Ability of managers to put the new philosophy into practice
questionnaires need to be adapted to
the particular circumstances of the
Resources
• Lack of human resources survey, in terms both of level of language
• Lack of technical resources and of management information
• Lack of tools for compiling data
• Recurring periods of heavy workload (certain days of the week, certain requirements.
months of the year)
Integrity of the data gathered • Methodology: Various methodological

• Wording questions more precisely to obtain more meaningful data
• Differences in the ways that different offices analyze and interpret their issues have caused problems in the
data past, in particular, problems related to
• Changes in employees’ attitudes when they know that clients are going to
be questioned after the interview random sampling of clients.
• Required skills: All phases of client surveys require special skills that are
not necessarily available in the local offices. The phases of analyzing the
data and writing the reports seem to pose more problems than the
earlier phases.
• Resources: Conducting client surveys requires human resources (for

example, the time of the employees involved), technical resources (for
example, computers and software) and financial resources (for example,
to hire extra staff). In addition, certain times of the year are too busy for
offices to take on the extra task of conducting a survey (though
ironically, fluctuations in workload are probably the primary determinant
of fluctuations in client satisfaction).
• Integrity of the data gathered: The people interviewed for this study also
expressed concern about whether the information collected accurately
reflects clients’ actual experience and variations from one service
location to another (and, one might add, from one time to another).
3.6 Proposed solutions to these problems
The persons interviewed for this study proposed various solutions to the
problems described in the preceding section. These solutions are grouped
under four headings in Exhibit 3.5.
Exhibit 3.5 • Logistics: Various logistical decisions could

Solutions to Survey Problems
alleviate certain problems. The most complete
Logistics solutions would probably involve reconsidering
• Choose less-busy periods to conduct surveys
• Provide suitable, comfortable physical locations (for example, whether it is really the best approach to have
seat clients and offer them a coffee, instead of leaving them surveys be self-administered by randomly
standing).
• Provide a box into which respondents can drop completed selected clients who have just completed service
questionnaires anonymously.
• Explore new ways of recruiting respondents.
transactions.
• Have staff who administer the questionnaires do so at offices
other than their home office, to ensure neutrality
• Skills: The solutions proposed with regard to
Skills employees’ skills involve providing training and
• Provide training for employees
• Give the responsibility to somebody with the ability to analyze support for local efforts.
• Provide a user’s manual
Tools • Tools: Another category of solutions involves tools

• Provide tools that are flexible and easy to use
• Computerize the compilation of data that could be used to support local efforts, such
• Use the regional call centre to automate surveys as flexible questionnaires, and templates for
• Focus questions on service and not on the actions taken on
clients’ cases compiling data.
• Use focus groups instead of surveys to examine aspects related to
the interaction with the client
• Ask pointed questions about the interaction with the client • Resources: Lack of resources, together with lack
Resources of expertise, represents the most important
• Form a centralized regional team to administer surveys problem, so it cannot be avoided if effective
• Provide additional financial resources
• Have a resource person at the ISPD to answer questions and solutions are to be found. Several of the people
provide support for survey administrators
interviewed said they would appreciate a central
• Centralize processing of survey data
source of assistance, while others think that an
injection of additional financial resources would
do the job.
3.7 Selecting a yardstick of client satisfaction
Once we have gathered data about client satisfaction, the question

remains: how do we measure what constitutes an acceptable level of
satisfaction? Here are some possible answers.
Client-centred approach: The principle here is, identify clients’ service

expectations, then attempt to satisfy them 100%. The yardstick thus
becomes total satisfaction, in a context of total quality management. But
the organization is likely to resist this approach, because it is extremely
demanding and identifies the client as the sole object of the organization’s
attention. That is probably unrealistic for a government organization, unless
the political authorities and public service management are defined as
clients, and it is then understood that making one group of clients satisfied
may cause another to be dissatisfied.
Competitive position: In this case, the organization asks its clients to

compare its performance with that of its “competitors”, who thus become
the yardstick, and sets itself the goal of bettering these competitors in all
aspects of service. This approach is realistic and could work in an
organizational culture that was trying to promote total quality management
aggressively
Benchmarking. Through benchmarking, HRDC-Quebec Region could

determine the performance of the best public-sector organizations that do
business with clients comparable to its own (in Quebec, in Canada, or
elsewhere in the world). The yardstick would then be the performance of
these best-of-breed organizations, and the objective would be to reach the
top of the pyramid. The benchmarking exercises could also help to analyze
the processes that the best organizations use to achieve highly satisfactory
relationships with their clients, including the processes that they use to
measure client satisfaction.
Chapter 4
BUILDING
QUESTIONNAIRES FOR
HRDC-QUEBEC REGION
HRDC is a complex department. It deals with a wide variety of clients to

whom it offers a wide variety of services Any overall strategy for gathering
data from clients must reflect these facts. We need to reconcile many
almost contradictory requirements: develop a program that lets us measure
client satisfaction regularly and make valid comparisons both within and
among organizations; measure clients’ satisfaction with services that are as
varied as providing labour market information and resolving disputes over
Employment Insurance benefits, and that are delivered by a variety of
channels, including telephone, mail, in-person contact, on-line media, and
print media; plan surveys to be administered by a corresponding variety of
methods (telephone, mail, in person, on-line, and via printed response
cards). Clearly, any questionnaire that attempted to accommodate all
these requirements would be totally impossible to work with.
We therefore propose developing a data-collection strategy based on the

following two principles:
• build questionnaires around a common core of general questions that

will be repeated verbatim in every one of them. These questions are
presented later in this chapter. Other questions addressing specific
circumstances can always be added as necessary. This principle
ensures the required standardization at the Corporate level, as well as
comparability among the data;
• design the questionnaires around the service-delivery methods and not

around the services themselves; in the spirit of the CMT and the present
chapter, client satisfaction can be measured at an abstract enough level
that the kind of service delivered (for example, analyzing eligibility for
Employment Insurance benefits, as opposed to paying Income Security
benefits) becomes less important than how it is delivered (for example,
by mail, or by telephone).
The tables on the following pages present several sets of questions that
address the various dimensions of service discussed in the preceding
chapter. Some of these questions are high-priority and should always be
included in questionnaires; these questions are identified by the symbol Ì
in the left-hand margin. The other questions are optional. Unlike the
question wordings in appendixes 4 to 8, those presented in this chapter
have not been subjected to pre-testing with clients, which explains why
they differ from each other in some respects.
Some of these questions are relevant for certain service-delivery methods

but not for others. These questions are identified by check marks in the five
“Service” columns immediately to their right, which are identified by the
following symbols.
• telephone services G
• mail services ?
• in-person services x
• Internet and e-kiosks :
• information products 22
Lastly, the check marks in the five “Survey Method” columns to the far
right in these tables identify sets of questions that compose questionnaires
suited to the five different survey methods. These methods are identified by
the following symbols at the top of the columns:
• telephone surveys G
• self-administered surveys ?
• in-person surveys x
• surveys via Internet :
• response cards 2
By cross-tabulating the five different service-delivery methods with the five

different survey-administration methods, a total of 25 different
questionnaires can be created.
Satisfaction and importance scales
Probably the two most important concepts presented later in this study are
a) client satisfaction with the various aspects of service, and b) the
importance that clients assign to these aspects. In accordance with the
Common Measurements Tool, we proposed that the following response
scales be used for these two variables:
Satisfaction Scale
1 Very 2 3 Neutral 4 5 Very Satisfied
K J
Dissatisfied Dissatisfied Satisfied
L
Importance Scale
1 2 3 4 5
Very Unimportant Neutral Important Very Important
Unimportant
É È
4.1 Questions about responsiveness
Service Survey Method

G ? x : 2 G ? x : 2
Did you get the service that you were looking for, or is T T T T T T T T
your request still being processed?
Ì Did you get what you wanted from HRDC? T T T T T T T T T T
Was the service provided to you without error? T T T T T T T T
What was the most important error that occurred? T T T T T T
Satisfaction and importance
How satisfied were you with each of the following aspects of our service?
How important do you consider each of these aspects?
Ì Time required to obtain the service T T T T T T T T T T

Ì Time required to obtain a response to your request T T T T T T T T T
The number of steps it took to obtain the service T T T T T T T T
The number of people you had to see or contact to obtain T T T T T
the service
Individualized attention to your needs T T T T T T T
Adherence to the service standards posted in our offices T T T
Ì How courteous service staff were to you T T T T T T T T
How well service staff listened to you T T T T
How respectfully service staff treated you T T T T T T
How much flexibility service staff showed T T T T
Quality of interpersonal contacts T T T T T T
Information on what to do in case of a problem T T T T T T
Variety of services offered T T T T T T
Ì Getting answers to your questions T T T T T T T T T
Being able to file an Employment Insurance weekly report T T
by telephone

G ? x : 2 G ? x : 2
Overall, how satisfied were you with our responsiveness in T T T T T T T T T T

serving you? (satisfaction only)
Priorities for improvement
If we could improve only one of these aspects of our T T T T T T T T
service, which one should we choose?
Expectations and perceptions
How long did you wait to obtain this service? T T T T T T
In your opinion, is this an acceptable amount of time to T T T T T T
have to wait to obtain this service?
How long did you have to wait to obtain a response to T T T T T T T
your request?
In your opinion, how long is it acceptable to have to wait T T T T T T T
to obtain a response to your request?
How many steps did you have to go through to obtain this T T T T T T T
service?
In your opinion, how many steps is it acceptable to have T T T T T T T
to go through to obtain this service?
How many people did you have to see or contact to obtain T T T T T
this service?
In your opinion, how many people is it acceptable to have T T T T T
to see or contact to obtain this service?
Do the service standards posted in our offices seem too T T T T T
low to you, about right, or too high?
4.2 Questions about reliability

G ? x : 2 G ? x : 2

Ì Competence of service staff T T T T T T T T

Quality of information that service staff had available T T T T T T
Security afforded T T T T T
Respect for confidentiality T T T T T T T
Ì Fairness of the service T T T T T T T T
Accuracy of information provided T T T T T T T T
Usefulness of information provided T T T T T T
Adequacy of information provided T T T T T T
Usefulness of information provided about the labour T T T T T T T T
market
The responses provided to your requests for information T T T T T
Overall, how satisfied were you with the reliability of our T T T T T T T T T T
service? (satisfaction only)
4.3 Questions about access and facilities

G ? x : 2 G ? x : 2

How long you had to wait on the phone T T T T

How easy it was to make appointments with our staff T T
The centre’s location T T T T T
Availability of parking T T T
Accessibility by bus or subway T T T
How easy it was to find the signs in our offices T T T T T
How easy it was to understand the signs in our offices T T T T T
How comfortable the waiting room was T T T
The variety of ways that you could access service, for T T T T T T
example, by telephone, Internet, in person
Overall, how satisfied were you with your access to our T T T T T T T T
services? (satisfaction only)
Expectations and perceptions
In your opinion, how long did you wait before getting T T T T T
access to one of our officers?
In your opinion, how long is it acceptable to have to wait T T T T T
before getting access to one of our officers?
What method did you use to access this service? (in T T T T T T
person, telephone, Internet, mail, fax, etc.)
What method would you prefer to use to access this T T T T T T
service?
4.4 Questions about communications

G ? x : 2 G ? x : 2

Getting answers to your questions T T T T T T T

How much information you were given T T T T T T
How clear this information was T T T T T T T T
How logical this information was T T T T T T
How clear the terms used were T T T T T T
Ì How appropriate the information and advice that you T T T T T T T T T T
received were
Getting served in the official language of your choice T T T T T T T T
How clear the tools used to give you information were T T T T
(group sessions, brochures, etc)
How easy the forms were to fill out T T T T T T T
How simple the formalities were to complete T T T T T T
Ì The information on the service that you wanted to receive T T T T T T T T T T
The information on the rules that apply to your situation T T T T T T
The information capsules in the voice system T T T
Overall, how satisfied are you with your communications T T T T T T T T T T
with HRDC (satisfaction only)

G ? x : 2 G ? x : 2
Information Products
From Développement d'outils de cueillette de l’information auprès des utilisateurs de produits d'information de DRHC-Québec1
Information provided by the product

Did this information product provide ALL the information T T T T T T
that you were looking for?
Did you find AT LEAST ONE piece of information that was T T T T T T
important for you in this information product?
Do you feel that this information product is WELL SUITED T T T T
to your needs?
Did some parts of this information product seem TOO T T T T
COMPLICATED to you?
Did this information product help you to MAKE A T T T T
DECISION about your education, work, retirement?
Now that you have looked at this information product, do T T T T
you plan to CHANGE ANY OF YOUR WAYS OF DOING
THINGS (for example, the way you look for a job or use
information about the labour market)?
Now that you have looked at this information product, do T T T T
you think that you have discovered any NEW
POSSIBILITIES that you hadn’t considered before?
How would you suggest that we improve the T T
INFORMATION provided by this product?
How the product presented this information
Did you find the information presented in this product T T T T
EASY TO UNDERSTAND?
Do you think that this information product is WELL T T T T T T
DESIGNED?
What kind of information product was this (brochure, T T T T
document, Web site, information session, documentation
centre, other)?
Is this KIND OF PRODUCT suitable for you? T T T T T T
1
Available in French only; translated here for information purposes.

G ? x : 2 G ? x : 2
How would you suggest we improve the way this product T T

PRESENTS INFORMATION?
How this product was delivered to you
Did you RECEIVE this information product at just the right T T T T T T
time, too soon, or too late?
Did this product suggest OTHER STRATEGIES that you can T T T T T T
use to continue your search for information?
How much help did you get from HRDC and its partners in T T T T
using this information: just enough, too much, or not
enough?
How would you suggest that HRDC improve the way we T T
DELIVER this product to you?
4.5 Questions about outcomes

G ? x : 2 G ? x : 2

(see the indicators in the other sections, in particular Responsiveness and Reliability)
How much trust we inspired in you T T T T T T T T T

How well we met your needs T T T T T T T T T
What strategies we gave you for finding further information T T T T T T T T T
What advice we gave you to reassure you T T T T T T T T T
What support we gave you in your efforts T T T T T T T T T
How much respect we showed you as a person T T T T T T T T T
How well we kept our commitments T T T T T T T T T
How much encouragement we gave you to invest in T T T T T T T T T
yourself
4.6 Additional questions

G ? x : 2 G ? x : 2
What kind of service were you seeking from the T T T T T T T T T T

Department? (from HRDC)? (see the question proposed in
Développement d'une méthodologie de rétroaction-
clientèle pour la Région du Québec de Développement
des ressources humaines Canada)
Identification of the desired life transition (see the T T T T T T
question proposed in Développement d'outils de cueillette
de l’information auprès des utilisateurs de produits
d'information de DRHC-Québec)
Age T T T T T T T T
Sex T T T T T T T T
Type of community T T
How often do you use this service? T T T T T T T T
Do you use this service because a law or regulation T T T T T T
requires you to do so?
Are you going to use this service again? T T T T T T T T
Ì Overall, how satisfied are you with this service? Are you T T T T T T T T T T
very dissatisfied, dissatisfied, neutral, satisfied, or very
satisfied?
Do you have a job right now? T T T T T T
Knowledge of HRDC programs and tools
In your opinion, how much do you know about each of the following HRDC programs and tools: a lot, a fair amount, not much, or
nothing at all?
the Job Entry program T T T T T T

the Employment Insurance program T T T T T T
Job-search tools T T T T T T
Tools for choosing training programs T T T T T T
Tools to help you make important decisions T T T T T T

G ? x : 2 G ? x : 2
Comfort with technology

How comfortable would you say you are with using each of the following technologies: very comfortable, somewhat comfortable, fairly
uncomfortable, or very uncomfortable?
Automated telephone systems T T T T T T

Job-bank kiosks T T T T T T
Kiosks for filling out forms T T T T T T
Internet T T T T T T
Chapter 5
IMPLEMENTATION
OPTIONS
This chapter analyzes various options for implementing a client satisfaction

measurement program in HRDC-Quebec Region. First it discusses several
options for managing client satisfaction surveys, then it looks at various
options for survey methodologies.
5.1 Survey management options
MANAGEMENT OPTION 1: Complete decentralization
In this option, the operational centres are made responsible for planning
and conducting satisfaction surveys, analyzing the data from them, and
taking management action on the basis of the results.
• Advantages: Complete decentralization of the survey process ensures a

tight fit with the management response and therefore maximizes the
likelihood that the results will get used. As long as there is centralized
support, this option is ideal.
• Disadvantages: This option requires a major commitment from local

managers. Their positive attitude must also receive unflagging support
from the Regional Office. Since solving immediate problems tends to
take precedence over longer term planning, it is easy to put satisfaction
measurement off until later. The operational offices must have the
human and financial resources and expertise needed to conduct these
surveys. Decentralization of surveys does reduce methodological
uniformity and hence the value of any possible comparisons.
• Conditions for success: determination of regional management,

commitment of local managers, availability of human and financial
resources and expertise.
MANAGEMENT OPTION 2 : Partial decentralization
In this option, the operational units are the clients of a centralized service
that conducts client surveys. These units decide what client groups to
survey and define their own management information requirements. These
units are also responsible for planning the sequence of the surveys. The
centralized service receives their orders and conducts the surveys for them,
and they pay the costs.
• Advantages: The operational units are empowered to respond to what

they learn about their clients’ satisfaction; since they are paying for the
surveys, they do not take the results lightly. Effective use is made of the
region’s technical expertise, because it is concentrated in a specialized
service and shared among the operational units. The client/service
provider relationship also ensures the relevance of the surveys.
• Disadvantages: The disconnection between the requirement for

information and the implementation of the surveys may reduce the
usefulness of the information that they produce. Success becomes
conditional on the willingness of operational managers to plan the
surveys and oversee their execution. The operational offices must also
have the financial resources needed to pay for these surveys.
• Conditions for success: determination of regional management,

commitment of local managers, availability of financial resources. The
centralized technical team can be internal to HRDC-Quebec Region or
external.
MANAGEMENT OPTION 3: Centralization
In this option, all of the operations involved in implementing client

satisfaction surveys (planning, administration, analysis, and reporting) are
performed centrally.
• Advantages: The centralization of survey operations facilitates

management of these operations at the regional level. It reduces costs
by making concentrated use of the best experts. It requires less
commitment from management, because a regional survey plan for an
entire year can be approved once and then carried out with no need for
any further management decisions.
• Disadvantages: Disconnecting the planning and administration of

surveys from the use of their results may reduce their perceived
relevance in the eyes of local managers. The process of measuring
client satisfaction may come to be seen as a disembodied bureaucratic
exercise.
• Conditions for success: Sensitivity of the centralized survey team to the

needs of the operational offices; technical skills of this specialized team;
financial resources at the regional level. The central team may let a
contract to obtain the required services from outside consultants.
5.2 Survey methodology options
METHODOLOGY OPTION 1: Total flexibility
In this option, each survey is treated individually, even if it takes generic

tools as its foundation. The sampling method, the questionnaire itself, the
way it is administered, and so on are all custom-tailored to the needs of
the situation.
• Advantages: Every survey is focused on the exact situation, the sampling

method is optimal, the questionnaire is very precisely targeted, and so
on. All of the parameters of the situation, including the available
resources, are considered, so the best possible product is obtained in
every situation.
• Disadvantages: A substantial planning effort is required for every survey.

The survey team must have the expertise needed to analyze the
situation and choose the right methodologies to suit it. Depending on
how extensively questionnaires are modified, the comparability of results
from one survey to the next may be compromised.
• Conditions for success: Availability of methodological expertise;

willingness to invest substantial efforts.
METHODOLOGY OPTION 2: Survey templates
A limited number of survey templates (5 to 7) are developed. Each

template defines the type of sample, the questionnaire, the administration
method, etc. While still allowing adjustments at the margins, the templates
provide a set of tools that are generally suited to every foreseeable
situation.
• Advantages: The task of planning a survey is simplified, because it is

simply a matter of choosing the appropriate template. Comparability of
results from one survey to another is relatively good.
• Disadvantages: Comparability of results from one template to another is

not guaranteed. The templates inevitably impose certain rigidities that
limit the possibilities of adapting them to local circumstances.
• Conditions for success: Willingness to invest the necessary effort.
METHODOLOGY OPTION 3: Maximum simplification
In this option, the majority of client-satisfaction-measurement situations

are reduced to a single, unified measurement model. This model might
involve a common sampling method, simple recruitment where no client
lists exist, data collection through telephone surveys, a questionnaire of
only moderate scope, etc. The reports will be standardized as well.
• Advantages: Any given survey requires only a minimal investment. The

ability to compare data for different groups and time periods is assured.
The time that it takes to produce a survey report once an information
requirement has been identified is minimized.
• Disadvantages: Adaptability to different situations is limited. Local

managers may feel that their responsibilities have been taken away from
them.
• Conditions for success: Minimal.
5.3 Options chosen by HRDC-Quebec Region
Upon analysis, the managers of HRDC-Quebec Region have chosen

management option 2 and methodological option 2 (the intermediate
options in each case). The additional work to be done under the present
contract will therefore be directed at developing a limited number of
standardized questionnaires for four of the five service-delivery methods
discussed in the preceding chapter. Other development work has already
been done based on clients’ reactions to the fifth service-delivery
method–information products–so it will be excluded from the present

project.
In choosing management option 2, HRDC-Quebec Region has adopted a

partially decentralized approach to managing client satisfaction
measurement efforts. In this approach, the regional office will offer
technical and professional services to the operational units to enable them
to carry out surveys, but the units themselves will be responsible for
managing client satisfaction.
As a result of the Region’s decisions, five standard questionnaires will be

developed, covering the following five situations:
Service Delivery Method Survey Administration Method

Telephone Telephone Survey
Mail Self-Administered Mail Survey
In Person Two self-administered paper questionnaires,
one on satisfaction, one on importance;
telephone survey
Internet and electronic kiosks Self-administered Web survey
Chapter 6
PRETESTING
From November 2000 to January 2001, the five questionnaires developed

for this project were put through pretests in actual field situations. These
tests provided the opportunity to determine both the kind of reception that
the questionnaires would receive from clients and the feasibility of the
various options for implementing the Region’s client satisfaction
measurement program. The two self-administered questionnaires, designed
to be completed while the client is visiting the HRDC office, were tested at
the Downtown Montreal HRCC. The telephone interviews were conducted
from the Regional Operations Centre/Call Centre in Montreal. The on-line
questionnaires were tested by clients of the Thetford Mines HRCC. Lastly,
the mail questionnaires were sent out by the ISP Regional Operations
Centre. A total of ten clients pre-tested each questionnaire, except for the
mail survey, where only two people gave us their permission to contact
them to discuss the survey afterward.
This chapter presents the findings of the pretesting exercise and identifies
the success factors for the implementation of a client satisfaction
measurement program in HRDC-Quebec Region.
FINDINGS
The following conclusions can be drawn from the observations made during
the past several months of pretesting.
• Clients were satisfied with the questionnaires that were pretested,

though they do require a few adjustments. The design of these
questionnaires leaves the clients enough latitude to express their point
of view, while it still gives the Department a structure that facilitates
analysis of data and interpretation of results. Versions of the
questionnaires that have been adjusted in response to clients’
comments are presented in appendixes to this report.
• Departmental staff were generally receptive to the idea of measuring

client satisfaction in a rigorous manner. However, the pretests also
showed that most employees do not currently have the preparation
needed to carry out this task. The pretests thus reconfirmed the
importance of providing staff with self-directed training tools.
• The pretests also provided yet another demonstration, as if any were

needed, that front-line employees already have a heavy workload.
Hence it would be hard to add the responsibility of measuring client
satisfaction unless additional resources were also provided, either
human resources who can take over this process or financial resources
to outsource it.
• Recruiting clients to participate (in other words, constituting the

sample) is a crucial step in any survey, methodologically speaking,
because the way this task is done will directly affect the representativity
of the results. It is also a difficult process, as the experience in the
pretests showed. In this regard, the conclusions of this study differ
according to the method used to collect the data.
• As regards in-person service, we tested various options. All involved

intercepting clients at the HRDC office and having them complete a self-
administered questionnaire. The clients’ response was generally
positive, though having to complete a paper questionnaire oneself
instead of simply answering the same questions over the telephone

seems like a more demanding task. This experience showed that the
Department’s officers hesitate to get involved in recruiting clients for
such surveys. Also, the task of selecting a truly random sample of
clients is complicated by the variety of services that HRDC delivers to
them and the variety of steps that they go through to receive these
services. For the clients to be selected in a rigorous fashion, the task
would have to be done by just one person, possibly the receptionist.
Another option would be to limit the work done at the HRDC office to
preparing the list of clients’ names and telephone numbers, and then
contacting these clients for telephone interviews.
• In the pretests of the questionnaire on telephone services, it became

clear that in recruiting respondents, the officers tended to select clients
who were satisfied and to avoid those who were more difficult. Other
comments—such as the suggestion that clients should not be surveyed
on Thursday mornings, because they are less satisfied then, as a result
of the Montreal Regional Call Centre employees’ weekly meeting--
indicated a natural tendency to try to get positive responses, rather than
representative ones. Another way to select the sample would be to have
the sampling frame consist of a list of clients who, when they first
entered the automated telephone system, had indicated their
agreement to participate in a satisfaction survey. This approach
considerably reduces the biases caused by post-selection. Circum
Network Inc has already used it successfully in a client satisfaction
survey conducted for a Canadian Passport Office call centre.
• The pretest of the questionnaire about on-line services was not

entirely realistic. Though the questionnaire was quite real, since this was
just a pretest, it would not have been realistic to expect the
Department’s programmers to insert the proposed recruitment
mechanism (a pop-up window inviting users to participate in an on-line
survey) into the actual on-line applications. Thus we were unable to
draw any conclusions about what kind of response rate we might get
from this mechanism. Instead, recruitment for the pretest was handled
by an officer at the office concerned. This experience demonstrated that
this is not an effective recruitment method for such surveys: it took
several days to get just nine respondents to complete these

questionnaires.
• The questionnaire on mail services was mailed out to the clients for
the pretests. The response rate was low, on the order of 25%. One way
to obtain more representative data about clients’ satisfaction with mail
services would be to completely change the method of recruiting
respondents. It would be preferable to contact them by telephone, if not
to actually administer the questionnaire, then at least to let them know
that a questionnaire was being mailed out to them.
SUCCESS FACTORS
The successful implementation of a client satisfaction measurement

program depends on the four success factors discussed in this section.
Management commitment:: Like any other organizational change, the

implementation of a client satisfaction measurement program has little
chance of succeeding if it cannot rely on the commitment of management.
This commitment can take many forms, such as supporting the program
explicitly, both in words and in deeds; clearly expressing the importance of
the program for managers, which includes giving it a high, tangible priority;
and taking visible steps to improve client satisfaction that are clearly
attributable to having surveyed clients’ opinions.
Consistency with the organization’s culture: the program will have a

greater chance of success if it is in harmony with the organization’s existing
culture. Our general observations indicate that the employees of HRDC-
Quebec Region are eager to measure their clients’ satisfaction. There may,
however, be some pockets of resistance that will require special attention.
The quality and realism of the implementation plan: The program will
not implement itself; it will require planning. It also has to be recognized
that the operational offices are already shouldering a heavy workload and
will need support. In planning the implementation, at a minimum, the
following four types of needs will have to be considered:
• the need for a communication plan that clearly informs employees

about the reasons why the measurement program is being introduced
and the objectives that it will pursue. This communication plan must
also provide for the required communication with the clients themselves
to manage their expectations;
• the need for methodological expertise to adjust the survey plan to the
specific circumstances of each survey, as well as to process the
resulting data, and for expertise in management sciences to develop
improvement plans in response to the survey findings;
• the need for methodological tools to support the program’s

implementation in the operational offices (we have already produced a
good number of these tools) and for technological resources–mainly
computer systems–to facilitate the work of these offices (our final report
will present some proposals in this regard);
• the need for financial resources to carry out the surveys; the amount of
financial resources needed will depend, among other things, on the
choices that have been made about whether to have the surveys done
by in-house staff or to outsource this work.
Resonance within the organization: All of the preceding success factors

may be present, but a satisfaction measurement program will eventually
run out of steam if it does not achieve some resonance within the
organization. This resonance may take a variety of forms; examples include
senior management involvement during the program’s implementation,
visible use of survey results in strategic and operational planning, and
publicity about tangible results that have been achieved thanks to the
surveys.
Chapter 7
PROPOSED
MEASUREMENT
PROGRAM
In this final chapter of this report, we propose the following program for
measuring the satisfaction of the clients of HRDC-Quebec Region.
Basic principles: In accordance with the desires expressed by the

managers, the fundamental organizing principle for client satisfaction
measurement will be the service-delivery mechanism, because this will
provide more coherent results than a clients/programs approach. Again in
accordance with the managers’ decisions, the management of the
satisfaction measurement program will be partly decentralized. The
operational units will be responsible for co-ordinating and executing
satisfaction surveys and planning how to respond to their findings. The
Regional Office will provide technical and professional services to support
these units in carrying out the surveys.
Questionnaires: We recommend that the questionnaires in the

appendixes to this report be used in full; their value has been
demonstrated in the pretests. We also recommend that any additions or

changes to these questionnaires be minimized, both to realize economies
of scale in the various stages of the surveys (formatting the questionnaires,
entering and analyzing the data, writing the reports) and to ensure that the
results are consistent and comparable from one operational unit to another
and from one time period to the next.
Implementation strategy: We recommend that HRDC-Quebec Region

develop an implementation strategy based on the success factors
discussed in the preceding chapter. Our recommendations about selecting
the sample and collecting the data vary with the type of service that the
survey is to cover. In the following table, we offer two options for each
case.
Plan A Plan B
more rigorous, more costly less rigorous, less costly
In-person services Prepare a list of people who Sample clients “on the fly” at
have visited the office during a HRDC offices, and have them fill
specified period and survey a out a self-administered paper-
sample of them by telephone. and-pencil questionnaire.
Telephone services Establish a list of people who Have officers recruit clients as
volunteer for the survey at the volunteers at the end of their
start of their telephone contacts, interaction with them, then
then survey a sample of these survey a sample of these
people by telephone. volunteers by telephone.
Mail services Select a sample from a list of Select a sample from a list of
recent clients, then survey the recent clients, then survey the
sample by telephone. sample by mail.
On-line services Obtain volunteers for the sample not applicable
by displaying a pop-up window
while clients are using on-line
services, then have them
complete a survey questionnaire
on line.
Mail surveys: The preceding paragraph notwithstanding, we recommend

that the Region not use mail surveys to survey clients about mail services.
Because of the client groups targeted, the response rate for this method is
too low. The other methods that were pretested worked effectively.
Outsourcing: HRDC-Quebec Region must strike the balance that suits it

best between outsourcing its surveys and conducting them in-house. The
in-house approach has the advantages of developing the organization’s

expertise and collective memory; it may also seem less costly. However, it
requires the organization to hire the technical and professional staff needed
to support the surveys, as well as to release operational staff from their
normal duties in order to conduct these surveys. Outsourcing seems more
expensive and does not create the same kind of in-house knowledge base,
but has the advantages of seeming more detached and objective while also
being more flexible and limiting the surveys’ impact on staff workloads. We
recommend that HRDC-Quebec Region establish a small team of experts in
the relevant technical and professional disciplines to support the
operational offices in their survey activities. We also recommend that the
logistical aspects be outsourced to lighten the burden on the organization.
Frequency: The guidelines on how often to measure client satisfaction

state that surveys should be conducted often enough to provide inputs to
the planning process but at wide enough intervals to let the organization
absorb the survey findings and make changes in response to them. We
therefore recommend that every operational unit of HRDC-Quebec Region
plan to survey its clients’ satisfaction once per year.
Cyclicity: An organization cannot be constantly overhauling its entire

service-delivery plan. Recognizing this limitation, contemporary
management thinking recommends that organizations instead opt for a
philosophy of continuous improvement. The objective is no longer to
achieve perfection, but rather to show the ability to make regular
adjustments in those aspects of service that are unsatisfactory.
Management by continuous improvement requires a commitment to
making adjustments and evaluating the results. It thus also requires a
commitment to measuring and re-measuring clients’ satisfaction and their
priorities for service improvements. This is a fundamental aspect of the
client satisfaction measurement program being proposed here. We
recommend that HRDC-Quebec Region adopt the principle of periodic,
cyclical surveys.
Technology: The implementation of the measurement program will be

facilitated by the adoption of simple, flexible, user-friendly technology for
handling the data collected. At present, HRDC-Quebec Region has the

following three options in this regard.
• Develop a customized, computer-based tool for entering and analyzing

data and for administering on-line surveys. Such a tool would match the
organization’s needs very closely, but developing it would typically
require a substantial investment and a fair amount of time.
• Use an existing commercial product for the same purposes. Such

products are available immediately and generally cost less than
developing custom tools, but they do not fit the organization’s needs as
closely, and steps must be taken to ensure their compatibility with the
organization’s existing information systems.
• Adapt the tool that has been developed for the Citizen-Centred Service
Network. This tool works over the Internet and provides some options for
adapting the Common Measurements Tool to the needs of individual
organizations. It has the advantages of being directly in line with the
initiatives being taken by the Treasury Board of Canada Secretariat and
of including a user-friendly data analysis module. On the other hand,
this tool would require some custom development work to meet the
specific requirements of HRDC-Quebec Region.
Appendix 1
People Consulted for
This Study
People Consulted for This Study
Name Title Office

1. Alarie, Pierre Economist Laval and 3 l
2. Auger, Marcel Director Regional Operations Centre
3. Benoît, Micheline ALP Longueil HRCC
4. Bibeau, Michèle Expert, Operations Management Brossard HRCC
5. Bilodeau, Gaétan ALP Laval HRCC
6. Brisebois, Marlynn Director Laval HRCC
7. Daigle, Ligne Officer Repentigny HRCC
8. Yvan Desroches Director, Front-Line Services Longueil HRCC
9. Duclos, Bertrand Director, Intranet Services Outaouais HRCC
10. Germain, Marie Director Montréal Est HRCC
11. Monique Gosselin Collections Regional Office
12. Lachapelle, Claudine Leader Service PhilosophyTask Force
13. Laforêt, Normand Director Ste Thérèse HRCC
14. Lamarche, Michel Director Regional Call Centre
15. Lavigne, Pierre Director St Hyacinthe HRCC
16. Mercier, Carole Consultant, Front-Line Services Thetford Mines HRCC
17. Ouellet, Diane ALP, ISP Gaspé HRCC
18. Rondeau, Jeannine ALP Montreal HRCC
19. Villion, Philippe Director, ISP Regional Office
Appendix 2
Script for
Consultations
Consultations on Measuring
Client Satisfaction in HRDC-Quebec Region
Consultant’s Script
2000.01.26
Hello. My name is _____, and I work for Circum Network Inc. You may have
heard that the Information and Strategic Planning Directorate of HRDC’s
Quebec Regional Office has asked our company to develop some tools to
make it easier for local offices to survey their clients’ satisfaction. You have
been identified as someone whom I should consult about this project.
Could I make an appointment with you for a telephone conversation that
will take about 30 minutes?
Contact-person at HRDC: Louise Dufour, (514) 283-3149
I would like to discuss four questions with you: what types of clients you
have, what service-access points these clients use, what information you
would like to receive from these clients concerning their satisfaction, and
what constraints your office faces with regard to measuring client
satisfaction. Let’s begin.
1. Could you describe for me the types of clients whom your office serves?
a) Specify: unemployed workers, Income Security recipients, employers,

nationally targeted groups, the general public, other?
b) What services does your office provide to each of these types of
clients?
c) What are the relative proportions of all these types of clients in your
overall client mix?
2. What are the access points that your clients use to make contact with
your office, or that your office uses to make contact with its clients?
a) Specify: in-person visit to the office, telephone, mail, Internet, Job

Bank kiosks, other?
b) Are there any particular access points for which each of the types of
clients that we just discussed shows a preference?
3. If you were conducting a survey to measure your clients’ satisfaction,

what information would you want to gather?
a) Specify: information concerning the service setting, relations with

employees, waiting times, service delivery itself, service outcomes,
other?
b) What kinds of information do you consider most important:
information on clients’ expectations, their perceptions of their
experience with HRDC, their level of satisfaction, the importance that
they attach to various aspects of your services, their priorities for
improving these services, other?
4) If the local offices were responsible for implementing a client

satisfaction measurement program, what difficulties do you think they
might encounter?
a) Specify: amount of resources (human, financial) available,

knowledge needed to implement such programs, ability to analyze
the results, ability to translate the results into an action plan, desire
to consider clients’ opinions in managing the office?
b) What ways would you suggest of overcoming these difficulties?
Appendix 3
Questionnaires
Analyzed in this
Study
[All titles translated from the French for information purposes.]
Survey on the satisfaction of Laval

clients of the Laval HRCC
Survey on the satisfaction of our Laval

clients/Laval
Processing and settling EI claims National survey /

and providing related services- Mauricie / Bois-Francs HRCCs
audit/Telephone interviews with EI
and CEC clients
Survey on service quality Section for rural/urban sector
We would like to know about your Gaspé

satisfaction with the services we
provide
Service quality study/Papineau Papineau HRCC

Canada Employment Centre
In-person transactions: Intranet site: service quality

questionnaires to complete on measurement
your own
In-person transactions: Intranet site: service quality

interception interviews measurement
Telephone transactions: Intranet site: service quality

IVR questions measurement
Postal transactions: mail-out Intranet site: service quality

survey measurement
Transactions via electronic kiosk: Intranet site: service quality

interception interviews measurement
Internet transactions: feedback Intranet site: service quality

questions measurement
Survey on client service in Income

Security programs / Call Centres
version
Survey on client service in Income

Security programs /
In-person version
Session SAP et Motivaction Intranet site / forum /

Appendix IV
Focus Group/Ste Thérèse HRCC Ste Thérèse
HRDC survey Ste Thérèse
Client survey Ste-Thérèse
Survey on the Corporate Initiatives Site intranet/intracom

site
Appendix 4
Self-Administered Questionnaire,
In-Person Services,
Satisfaction with Services
HRDC LETTERHEAD
CLIENT SURVEY ON
SERVICES DELIVERED IN PERSON
Dear Client:
We need your opinion about our service. We are constantly trying to

improve the service that we provide, and we think that as one of our
clients, you are in the best position to say what things we are already
We need your
doing well and what things we need to improve. To get your opinion on
these subjects, we are asking you to take a few minutes today to fill out opinion about
this questionnaire, which will help us to consider your views more
effectively. our service.
Please rest assured that your responses will remain confidential. At no time will your name be linked in
any way with this questionnaire or with the responses that you give on it. Also please be assured that your
participation is entirely voluntary. If you decide not to fill out this questionnaire, your decision will in no way
affect the services that you receive from HRDC.
We would appreciate it if you would fill this questionnaire out right away and then leave it with the
receptionist.
Thank you very much for taking the time to participate in our survey.
(Signature)
CLIENT SURVEY ON
REASON FOR YOUR VISIT TODAY

Q1 What was the main reason that you came to the offices of Human Resources Development
Canada (HRDC) today? Put an X in the box that matches your reason most closely.
G01 To deal with a matter concerning Employment Insurance

G02 To deal with a matter concerning maternity leave or sick leave
G03 To deal with a matter concerning Teledec or direct deposit
G04 To use the Job Bank
G05 To use student employment services
G06 To deal with a matter concerning Income Security benefits
G07 To deal with a matter concerning the Labour Code
G08 To obtain services related to my Social Insurance Number
G09 To obtain labour market information
G10 To use the Human Resources Information Centre
G11 To access government information or government services over the Internet
G12 To obtain services related to my Record of Employment (please specify what services):
....................................................................
G13 To obtain information on HRDC programs or services (please specify what programs or services:
....................................................................
G98 Other reasons (please specify): . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Q2 What is the main goal that you are trying to achieve right now?
G01 To choose between entering a vocational training program and returning to school
G02 To enter or re-enter the work force
G03 To retire
G04 To choose between school and work
G05 To choose between work and retirement
G98 Other (please specify): . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
G99 Not applicable
OUR RESPONSIVNESS IN SERVING YOU
Q3 Using the scale below, please indicate how satisfied or dissatisfied you were with each of the
following aspects of our responsiveness in serving you today.
Very Dis- Dis- Very Not
satisfied satisfied Neutral Satisfied Satisfied applicable
Our responsiveness in serving you today L K J

Time required to obtain the service . . . . . . G1 G2 G3 G4 G5 G9
Number of contacts required to obtain the
service . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Individualized attention to your needs . . . . G1 G2 G3 G4 G5 G9
Meeting service standards posted in our
offices . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How courteous service staff were to you . . . G1 G2 G3 G4 G5 G9
How well service staff listened to you . . . . . G1 G2 G3 G4 G5 G9
How respectfully service staff treated you . . G1 G2 G3 G4 G5 G9
Quality of interpersonal contacts . . . . . . . . G1 G2 G3 G4 G5 G9
The variety of services offered . . . . . . . . . . G1 G2 G3 G4 G5 G9
How well your questions are answered . . . . G1 G2 G3 G4 G5 G9
Q4 Overall, how satisfied were you with our responsiveness in serving you today?
G1 G2 G3 G4 G5
Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied
L K J
Q5 In total, how much time did you wait at our office today to obtain the service you came in
for? Please indicate about how many minutes you waited.
minutes
Q6 In your opinion, is this an acceptable amount of time to wait, or is it too long?
G1 This is an acceptable amount of time to wait.

G2 This is too long. ( What would be an acceptable amount of time to have to wait to
receive this service?
minutes
Q7 How many contacts did you have to make to receive this service? (Count one“contact” fpr
every time you did one of the following: made a phone call, sent an e-mail, sent a letter by
mail, sent a fax, or made an in-person visit.)
contacts
Q8 In your opinion, is this an acceptable number of contacts, or too many?
G1 This is an acceptable number of contacts.

G2 This is too many. ( What would be an acceptable number of contacts to have to make
to obtain this service?
contacts
Q9 In your opinion, do the service standards posted in our offices represent very poor service,
poor service, ordinary service, good service, or very good service?
G98 I did not see the service standards posted in the office.
The service standards represent:
G1 G2 G3 G4 G5
Very Poor Service Poor Ordinary Service Good Very Good
Service Service Service
É È
RELIABILITY OF OUR SERVICE
following aspects of the reliability of our service today.
Reliability of our service today L K J

Competence of service staff . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Quality of information that service staff had
available . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Respect for confidentiality . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Accuracy of information provided . . . . . . . . G1 G2 G3 G4 G5 G9
Usefulness of information provided . . . . . . G1 G2 G3 G4 G5 G9
Amount of information provided . . . . . . . . . G1 G2 G3 G4 G5 G9
Usefulness of information provided about the
labour market . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How your requests for information were
answered . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Q11 Overall, how satisfied were you with the reliability of our service today?
G1 G2 G3 G4 G5
VERY DISSATISFIED DISSATISFIED NEUTRAL SATISFIED VERY SATISFIED
L K J
ACCESS TO OUR SERVICES
following aspects of your access to our services today.
Access to our services today L K J

How easy it was to make appointments with
the staff . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The centre’s location . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Availability of parking . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Accessibility by bus or subway . . . . . . . . . . G1 G2 G3 G4 G5 G9
How easy it was to find the signs in our
offices . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How easy it was to understand the signs in
our offices . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How comfortable the waiting room was . . . G1 G2 G3 G4 G5 G9
The variety of ways that you could access
our services, such as telephone, Internet,
and in-person visits . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Q13 Overall, how satisfied were you with your access to our services today?
G1 G2 G3 G4 G5
L K J
Q14 If you had the choice, which of the following methods would you prefer to use to access the
service that was the reason for your visiting our offices today?
G01 In-person visit

G02 Telephone
G03 Mail
G04 Internet
G05 Fax
G98 Other method (please specify) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
OUR COMMUNICATIONS WITH YOU
following aspects of our communications with you today.
Communications with you today L K J

How much information you were given . . . . G1 G2 G3 G4 G5 G9
How clear this information was . . . . . . . . . G1 G2 G3 G4 G5 G9
How well your questions were answered . . . G1 G2 G3 G4 G5 G9
How clear the tems used were . . . . . . . . . G1 G2 G3 G4 G5 G9
How appropriate the information and advice
that you received were . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Getting served in the official language of your
choice . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How easy the forms were to fill out . . . . . . G1 G2 G3 G4 G5 G9
The information on the service that you
wanted to receive . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The information on the rules that apply to
your situation . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Q16 Overall, how satisfied were you with our communications with you today?
G1 G2 G3 G4 G5
L K J
OUTCOME OF YOUR VISIT TODAY
Q17 Today, did you get the service that you were looking for?
G1 Yes, I got all the service that I was looking for.

G2 I got some of the sevice that I was looking for.
G3 No, I did not get any of the service that I was looking for.
Q18 Today, in your opinion, was the service that you were given free of errors?
G1 Yes
G2 No ( What was the most important error that occurred?
Q19 Overall, how satisfied were you with the service that you received today?
G1 G2 G3 G4 G5
L K J
following aspects of the service you received today.

L K J
How much trust we inspired in you . . . . . . G1 G2 G3 G4 G5 G9
How well we met your needs . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What strategies we gave you for finding
further information . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What advice we gave you to reassure you . . G1 G2 G3 G4 G5 G9
How much support we gave you in your
efforts . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How much respect we showed you as a
person . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How well we kept our commitments . . . . . . G1 G2 G3 G4 G5 G9
How much encouragement we gave you to
invest in yourself . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
INFORMATION ABOUT YOU
Now here are a few final questions about yourself. Your answers will remain confidential. We need them to
be able to understand things about our clients as a group.
Q21 How old are you?
G1 Under 18
G2 18 to 25
G3 26 to 35
G4 36 to 45
G5 46 to 55
G6 56 to 65
G7 66 or over
Q22 Are you a man, or a woman?
G1 Man
G2 Woman
Q23 Over the past three months, how many times have you used the service that you used today?
G1 This was the first time.

G2 Two or three times
G3 Four times or more
Q24 Did you use this service because a law or regulation required you to do so, or did you use it
voluntarily?
G1 I used it because a law or regulation required me to.

G2 I used it voluntarily.
Q25 Do you think that you will use this service again in the coming months?
G1 Yes
G2 No
Q26 Do you have a job right now?
G1 Yes
G2 No
Q27 In your opinion, how much do you know about each of the following HRDC programs and
tools: nothing at all, not much, a certain amount, a fair amount, or a lot?
Nothing At A Certain A Fair
All Not Much Amount Amount A Lot
How much do you know about: É È

Employment Insurance program . . . . . . . . . . . . G1 G2 G3 G4 G5
Job-search tools . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Tools for choosing training programs . . . . . . . . . G1 G2 G3 G4 G5
Tools to help you make important decisions . . . . G1 G2 G3 G4 G5
Income Security program . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Labour Code enforcement program . . . . . . . . . . G1 G2 G3 G4 G5
Q28 How comfortable would you say you are with each of the following technologies: very
uncomfortable, somewhat uncomfortable, neutral, fairly comfortable, or very comfortable?
Very Somewhat
Uncomfor- Uncomfort- Fairly Very
table able Neutral Comfortable Comfortable
Using these technologies É È

Automated telephone systems . . . . . . . . . . . . . G1 G2 G3 G4 G5
Job-bank kiosks . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Kiosks for filling out forms . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
THANK YOU VERY MUCH FOR HAVING COMPLETED THIS

QUESTIONNAIRE.
Please leave it with the receptionist.
Appendix 5
In-Person Services,
Importance of Services
HRDC LETTERHEAD
CLIENT SURVEY ON
Dear Client:

We need your
these subjects, we are asking you to take a few minutes today to fill out opinion about
participation is entirely voluntary. If you decide not to fill out this questionnaire, your decisio will in no way
We would appreciate it if you would fill this questionnaire out right away and then leave it with the
receptionist.
(Signature)
CLIENT SURVEY ON
REASON FOR YOUR VISIT TODAY

Q1 What was the main reason that you came to the offices of Human Resources Development
Canada (HRDC) today? Put an X in the box that matches your reason most closely.
G01 To deal with a matter concerning d'assurance-emploi

....................................................................
G13 To obtain information on HRDC programs or services (please specify what programs or services):
....................................................................
G03 To retire
G99 Not applicable
OUR RESPONSIVENESS IN SERVING YOU
Q3 Using the scale below, please indicate how IMPORTANT you consider each of the following
aspects of our responsiveness in serving you.
Very Very
Unimportant Unimportant Neutral Important Important
IMPORTANCE OF: É È
Time required to obtain the service . . . . . . . . . . G1 G2 G3 G4 G5
Number of contacts required to obtain the service G1 G2 G3 G4 G5
Individualized attention to your needs . . . . . . . . G1 G2 G3 G4 G5
Meeting service standards posted in our offices G1 G2 G3 G4 G5
How courteous service staff are to you G1 G2 G3 G4 G5
How well service staff listen to you G1 G2 G3 G4 G5
How respectfully service staff treat you . . . . . . . . G1 G2 G3 G4 G5
Quality of interpersonal contacts . . . . . . . . . . . . G1 G2 G3 G4 G5
The variety of services offered . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How well your questions are answered . . . . . . . . G1 G2 G3 G4 G5
Q4 Overall, how satisfied were you with our responsiveness in serving you today?
G1 G2 G3 G4 G5
L K J
Q5 If we could improve only one of the following aspects of our service, which one should we
choose?
G01 Time required to obtain the service

G02 Number of contacts required to obtain the service
G03 Individualized attention to your needs
G04 Meeting the service standards posted in our offices
G05 How courteous service staff are to you
G06 How well service staff listen to you
G07 How respectfully service staff treat you
G08 Quality of interpersonal contacts
G09 The variety of services offered
G10 How well your questions are answered
G97 NONE
Q6 In total, how much time did you wait at our office today to obtain the service you came in
for? Please indicate about how many minutes you waited.
minutes
Q7 In your opinion, is this an acceptable amount of time to wait, or is it too long?
G1 This is an acceptable amount of time to wait.

G2 This is too long. (What would be an acceptable amount of time to have to wait to
receive this service?
minutes
Q8 How many contacts did you have to make to receive this service? (Count one“contact” fpr
every time you did one of the following: made a phone call, sent an e-mail, sent a letter by
mail, sent a fax, or made an in-person visit.).
contacts
Q9 In your opinion, is this an acceptable number of contacts, or too many?
G1 This is an acceptable number of contacts.

G2 This is too many. ( What would be an acceptable number of contacts to have to make
to obtain this service?
contacts
Q10 In your opinion, do the service standards posted in our offices represent very poor service,
poor service, ordinary service, good service, or very good service?
G98 I did not see the service standards posted in the office.
The service standards represent:
G1 G2 G3 G4 G5
Very Poor Service Poor Ordinary Service Good Very Good
Service Service Service
É È
aspects of the reliability of our service.
Very Very
IMPORTANCE É È
Competence of our service staff . . . . . . . . . . . . G1 G2 G3 G4 G5
Quality of information that service staff have
available . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Respect for confidentiality . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Accuracy of information provided . . . . . . . . . . . . G1 G2 G3 G4 G5
Usefulness of information provided . . . . . . . . . . G1 G2 G3 G4 G5
Amount of information provided . . . . . . . . . . . . . G1 G2 G3 G4 G5
labour market . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How your requests for information are answered G1 G2 G3 G4 G5
Q12 Overall, how satisfied were you with the reliability of our service today?
G1 G2 G3 G4 G5
L K J
choose?
G01 Competence of our service staff

G02 Quality of information that service staff have available
G03 Respect for confidentiality
G04 Fairness
G05 Accuracy of information provided
G06 Usefulness of information provided
G07 Amount of information provided
G08 Usefulness of information provided about the labour market
G09 How your requests for information are answered
G97 NONE
ACCESS TO OUR SERVICES
aspects of your access to our services.
Very Very
IMPORTANCE É È
How easily you can make appointments with our
staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
The centre’s location . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Availability of parking . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Accessibility by bus or subway . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How easy it is to find the signs in our offices . . . . G1 G2 G3 G4 G5
How easily it is to understand the signs in our
offices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How comfortable the waiting room is . . . . . . . . . G1 G2 G3 G4 G5
The variety of ways that you can access our
services, such as telephone, Internet, and
in-person visits . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Q15 Overall, how satisfied were you with your access to our services today?
G1 G2 G3 G4 G5
L K J
choose?
G01 How easy it is to make appointments with our staff

G02 The centre’s location
G03 Availability of parking
G04 Accessibility by bus or subway
G05 How easy it is to find the signs in our offices
G06 How easy it is to understand the signs in our offices
G07 How comfortable the waiting room is
G08 The variety of ways that you can access our services, such as telephone, Internet, and in-person
visits
G97 NONE
Q17 If you had the choice, which method would you prefer to use to acces the service that was
the reason for your visiting our offices today?
G01 In-person visit

G02 Telephone
G03 Mail
G04 Internet
G05 Fax
G98 Other method (please specify) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
aspects of our communications with you.
Very Very
IMPORTANCE É È
How much information you are given . . . . . . . . . G1 G2 G3 G4 G5
How clear this information is . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How clear the terms used are . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How appropriate the information and advice that
you receive are . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How easy the forms are to fill out . . . . . . . . . . . G1 G2 G3 G4 G5
The information on the service that you want to
receive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
The information on the rules that apply to your
situation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Q19 Overall, how satisfied were you with our communications with you today?
G1 G2 G3 G4 G5
L K J
choose?
G01 How much information you are given

G02 How clear this information is
G04 How clear the terms used are
G05 How appropriate the information and advice that you receive are
G06 Getting served in the official language of your choice
G07 How easy the forms are to fill out
G08 The information on the service that you want to receive
G09 The information on the rules that apply to your situation
G97 NONE
OUTCOME OF YOUR VISIT TODAY

G1 Yes
G2 No
G1 G2 G3 G4 G5
L K J
INFORMATION ABOUT YOU
Now here are a few final questions about yourself. Your answers will remain confidential. We need them to
be able to understand things about our clients as a group.
G1 Under 18
G2 18 to 25
G3 26 to 35
G4 36 to 45
G5 46 to 55
G6 56 to 65
G7 66 or over
G1 Man
G2 Woman
Q26 Over the past three months, how many times have you used the service that you used today?

voluntarily?

G1 Yes
G2 No
G1 Yes
G2 No
How much you know about É È

Very Somewhat

Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5

QUESTIONNAIRE.
Please leave it with the receptionist.
Appendix 6
On-Line Services,
Satisfaction with and
CLIENT SURVEY ON
ON-LINE SERVICES
Satisfaction with/Importance of Services
Dear Client:
We need your opinion about our service. We are constantly trying to improve the service that we provide, and
we think that as one of our clients, you are in the best position to say what we things we are already doing
well and what things we need to improve. To get your opinion on these subjects, we are asking you to take a
few minutes today to fill out this questionnaire, which will help us to consider your views more effectively.
Signature
Q1 What was your main reason for using the on-line facilities of Human Resources Development
Canada (HRDC) today? Check the box that comes closest to describing your reason.

....................................................................
....................................................................
G03 To retire
G99 Not applicable
[The respondents in this survey have been assigned randomly to one of two groups: the “Satisfaction” group,
whom you will ask questions about their satisfaction with our services, and the “Importance” group, whom
you will ask questions about how much importance they attribute to various aspects of these services.]
[ASK ONLY IF RESPONDENT IS IN “SATISFACTION” GROUP.]
Q3 Using the scale below, please indicate how SATISFIED or DISSATISFIED you were with each of
the following aspects of our on-line service today.

SATISFACTION L K J
Number of steps required to obtain the
service . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The information on what to do in case of a
problem . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The variety of services offered . . . . . . . . . . G1 G2 G3 G4 G5 G9
Our responsiveness in serving you,
overall . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
THE RELIABILITY OF OUR SERVICE
The reliability of our service, overall . . . G1 G2 G3 G4 G5 G9
Clarity of information provided . . . . . . . . . . G1 G2 G3 G4 G5 G9
choice . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How easy the Web site was to use . . . . . . . G1 G2 G3 G4 G5 G9
Our communications, in general . . . . . . G1 G2 G3 G4 G5 G9
[ASK ONLY IF RESPONDENT IS IN“IMPORTANCE” GROUP.]
aspects of HRDC’s on-line service.
Very Very
IMPORTANCE É È
Number of steps required to obtain the service . . G1 G2 G3 G4 G5
The information on what to do in case of a
problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
The variety of services offered . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Clarity of information provided . . . . . . . . . . . . . . G1 G2 G3 G4 G5
choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How easy the Web site is to use . . . . . . . . . . . . G1 G2 G3 G4 G5
Q5 If we could improve only THREE of the following aspects of our on-line service, which three
should we choose?
G01 Time required to obtain the service

G02 Number of steps required to obtain the service
G03 The information on what to do in case of a problem
G10 Clarity of information provided
G12 How easy the Web site is to use
G97 NONE
Q6 Did you get the service that you were looking for?

Q7 In your opinion, was the service that you were given free of errors?
G1 Yes
G2 No
Q8 Overall, how satisfied were you with the on-line service that you received today?
G1 G2 G3 G4 G5
L K J
following aspects of the on-line service that you received.

L K J
How much trust we inspired in you . . . . . . . . G1 G2 G3 G4 G5 G9
How well we met your needs . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What strategies we gave you for finding further
information . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What advice we gave you to reassure you . . . . G1 G2 G3 G4 G5 G9
How much support we gave you in your efforts G1 G2 G3 G4 G5 G9
How much respect we showed you as a person G1 G2 G3 G4 G5 G9
How well we kept our commitments . . . . . . . . G1 G2 G3 G4 G5 G9
invest in yourself . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Now here are a few final questions about yourself. Your answers will remain confidential. We need
them to be able to understand things about our clients as a group
G1 Under 18
G2 18 to 25
G3 26 to 35
G4 36 to 45
G5 46 to 55
G6 56 to 65
G7 66 or over
G1 Man
G2 Woman
Q12 Over the past three months, how many times have you used the on-line service that you used
today?

voluntarily?

G1 Yes
G2 No
G1 Yes
G2 No

Very Somewhat

Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5

QUESTIONNAIRE.
Appendix 7
Services Delivered by Mail,
CLIENT SURVEY ON
SERVICES DELIVERED BY MAIL
Dear Client:

We need your
these subjects, we are asking you today to take a few minutes to fill out opinion about
We would appreciate it if you would fill this questionnaire out right away, then mail it back to us in the
enclosed envelope.
CLIENT SURVEY ON SERVICES

DELIVERED BY MAIL
Q1 What was the main purpose of your communications with Human Resources Development
Canada (HRDC) by mail? Put an X in the box that matches your reason most closely.

....................................................................
G03 To retire
G99 Not applicable
following aspects of your mail correspondence with us.
SATISFACTION L K J
service . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Individualized attention to your needs . . . . G1 G2 G3 G4 G5 G9
How courteous we were in our letters . . . . . G1 G2 G3 G4 G5 G9
Our responsiveness in serving you,
overall . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The reliability of our service, overall . . . G1 G2 G3 G4 G5 G9
Clarity of information provided . . . . . . . . . . G1 G2 G3 G4 G5 G9
choice . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How easy the forms were to fill out . . . . . . G1 G2 G3 G4 G5 G9
The information on the rules that apply to
your situation . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Our communications, in general . . . . . . G1 G2 G3 G4 G5 G9
Q4 In your communications with us by mail, did you get the service that you were looking for?

Q5 In your opinion, was the service that you were given free of errors?
G1 Yes
G2 No
Q6 Overall, how satisfied are you with the service that you received through your
communications with us by mail?
G1 G2 G3 G4 G5
L K J
following aspects of the service that you received by mail.
Very Dis- Dissatisf Very Not

satisfied ied Neutral Satisfied Satisfied applicable
SATISFACTION L K J
How much trust we inspired in you . . . . . . . . G1 G2 G3 G4 G5 G9
How well we met your needs . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What strategies we gave you for finding further
information . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
What advice we gave you to reassure you . . . . G1 G2 G3 G4 G5 G9
How much support we gave you in your efforts G1 G2 G3 G4 G5 G9
How much respect we showed you as a person G1 G2 G3 G4 G5 G9
How well we kept our commitments . . . . . . . . G1 G2 G3 G4 G5 G9
invest in yourself . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
aspects of HRDC’s service by mail.
Very Very
IMPORTANCE É È
Number of steps required to obtain the service . . G1 G2 G3 G4 G5
Individualized attention to your needs . . . . . . . . G1 G2 G3 G4 G5
How courteous we are in our letters . . . . . . . . . . G1 G2 G3 G4 G5
How well we answer your questions . . . . . . . . . . G1 G2 G3 G4 G5
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Clarity of information provided . . . . . . . . . . . . . . G1 G2 G3 G4 G5
choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
How easy the forms are to fill out . . . . . . . . . . . G1 G2 G3 G4 G5
situation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5
Q9 If we could improve only THREE of the following aspects of this service, which three should
we choose?
G01 Time required to obtain the service G09 Usefulness of information provided
G02 Number of steps required to obtain the G10 Amount of information provided
service G11 Clarity of information provided
G03 Individualized attention to your needs G12 Getting served in the official language of your
G04 Politeness of our letters choice
G05 How well we answer your questions G13 How easy the forms are to fill out
G06 Respect for confidentiality G14 The information on the rules that apply to your
G07 Fairness situation
G08 Accuracy of information provided G97 NONE
G98 Other (please specify): . . . . . . . . . . . . . . . . . .
Now here are a few final questions about yourself. Your answers will remain confidential. We need
them to be able to understand things about our clients as a group.
G1 Under 18
G2 18 to 25
G3 26 to 35
G4 36 to 45
G5 46 to 55
G6 56 to 65
G7 66 or over
G1 Man
G2 Woman
Q12 Over the past three months, how many times have you used the service referred to in this
questionnaire?

voluntarily?

G1 Yes
G2 No
G1 Yes
G2 No

Income Security program (Old Age Security) . . . . G1 G2 G3 G4 G5
Q17 Lastly, we would very much like to contact you by telephone to briefly discuss this survey
questionnaire with you. If you are willing to talk with us by telephone, please enter your name
and telephone number below. Remember that YOU ARE NOT OBLIGED TO ENTER YOUR NAME
AND TELEPHONE NUMBER and that if you decide not to do so, your decision will in no way
Your name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Your telephone number . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

QUESTIONNAIRE.
Please place this questionnaire in the enclosed envelope and mail it back to us.
Appendix 8
Telephone Questionnaire,
Telephone Services,
Satisfaction with and
CLIENT SURVEY ON SERVICES PROVIDED

BY TELEPHONE
Satisfaction with/Importance of Services
Hello. My name is __________. Human Resources Development Canada is currently surveying its clients in
order to improve the service that it provides them.. You have been selected at random to answer a few
questions for this survey. These questions will take no more than five minutes of your time, and your answers
will remain confidential. Also, your participation in this survey is completely voluntary. If you decide not to
answer these questions, your decision will in no way affect the services that you receive from HRDC. May I
begin.?
[IF ANSWER IS NO, NOTE REFUSAL ON CHECKLIST.]
Q1 What was your main reason for telephoning Human Resources Development Canada today?
[DO NOT READ CHOICES]
....................................................................
G03 To retire
G99 Not applicable
Q3 How long do you think your telephone call lasted in total, including waiting time?
__________ MINUTES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
DON’T KNOW/NO RESPONSE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Q4 Over the past three months, how many times have you used the telephone service that you
used today, including Teledec?

[The respondents in this survey have been assigned randomly to one of two groups: the “Satisfaction” group,
whom you will ask questions about their satisfaction with our services, and the “Importance” group, whom
you will ask questions about how much importance they attribute to various aspects of these services.]
I will now ask you four sets of questions about the following four topics: our responsiveness in
serving you, the reliability of our service, your access to our service, and our communications with
you.
[ASK ONLY IF RESPONDENT IS IN "SATISFACTION" GROUP.]
Q5 I am now going to read you descriptions of several aspects of our RESPONSIVENESS in

serving you by telephone today. For each aspect, please tell me whether you were very
dissatisfied, dissatisfied, neutral, satisfied, or very satisfied
Don’t
Very Dis- Dis- Very know/No
satisfied satisfied Neutral Satisfied Satisfied resp. N/A
L K J
service . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Individualized attention to your needs . . . . G1 G2 G3 G4 G5 G9 G8
How courteous service staff were to you . . . G1 G2 G3 G4 G5 G9 G8
How well service staff listened to you . . . . . G1 G2 G3 G4 G5 G9 G8
How respectfully service staff treated you . . G1 G2 G3 G4 G5 G9 G8
Quality of interpersonal contacts . . . . . . . . G1 G2 G3 G4 G5 G9 G8
The variety of services offered . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
How well your questions were answered . . . G1 G2 G3 G4 G5 G9 G8
The number of options offered at each step
in the telephone menus (not too few, not too
many) . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
The length of each message you had to
listen to . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
[ASK ONLY IF RESPONDENT IS IN "IMPORTANCE" GROUP.]
Q6 I am now going to read you descriptions of several aspects of our RESPONSIVENESS when
you receive service from us by telephone. For each aspect, please tell me how important you
consider it to be: very unimportant, unimportant, neutral, important, or very important.
Don’t
Very Un- Unimpor- Very Know/no
important tant Neutral Important Important Resp
É È
Steps required to obtain the service . . . . . . . . . . G1 G2 G3 G4 G5 G9
Individualized attention to your needs . . . . . . . . G1 G2 G3 G4 G5 G9
How courteous service staff are to you . . . . . . . . G1 G2 G3 G4 G5 G9
How well service staff listen to you G1 G2 G3 G4 G5 G9
How respectfully service staff treat you . . . . . . . . G1 G2 G3 G4 G5 G9
Quality of interpersonal contacts . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The variety of services offered . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How well your questions are answered . . . . . . . . G1 G2 G3 G4 G5 G9
The number of options offered at each step in the
telephone menus . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
The length of each message you have to listen to G1 G2 G3 G4 G5 G9
Q7 Overall, how satisfied were you with our responsiveness in serving you today: very
dissatisfied, dissatisfied, neutral, satisfied, or very satisfied?
G1 G2 G3 G4 G5 G9
Don’t Know/
Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied No Response
L K J
Q8 Among the various aspects of our service that I just mentioned, if we could improve only one,
which one should we choose? [READ CHOICES AGAIN IF NECESSARY.]
G01 Number of steps required to obtain the service

G02 Individualized attention to your needs
G03 How courteous service staff are to you
G04 How well service staff listen to you
G05 How respectfully service staff treat you
G08 Quality of interpersonal contacts
G09 The number of options offered at each step in the telephone menus
G10 The length of each message that you have to listen to
G97 NONE
G98 [DO NOT READ] Other (specify): . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
G99 [DO NOT READ] Don’t know/No response
Q9 I am now going to read you descriptions of several aspects of our RELIABILITY in serving you
by telephone today. For each aspect, please tell me whether you were very dissatisfied,
dissatisfied, neutral, satisfied, or very satisfied.
Don’t
Very Dis- Dis- Very Know/No
satisfied satisfied Neutral Satisfied Satisfied Resp. N/A
L K J
Competence of service staff . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Quality of information that service staff had
available . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Respect for confidentiality . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Accuracy of information provided . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Usefulness of information provided . . . . . . G1 G2 G3 G4 G5 G9 G8
Amount of information provided . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
labour market . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
How your requests for information were
answered . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Q10 I am now going to read you descriptions of several aspects of our reliability when you receive
service from us by telephone. For each aspect, please tell me how important you consider it
to be: very unimportant, unimportant, neutral, important, or very important..
Very Don’t
Unimpor- Unimpor- Very Know/No
tant tant Neutral Important Important Resp
É È
Competence of our service staff . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Quality of information that service staff have
available . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Respect for confidentiality . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Fairness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Accuracy of information provided . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Usefulness of information provided . . . . . . . . . . G1 G2 G3 G4 G5 G9
Amount of information provided . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
labour market . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How your requests for information are answered G1 G2 G3 G4 G5 G9
Q11 Overall, how satisfied were you with our reliability in serving you today: very dissatisfied,
dissatisfied, neutral, satisfied, or very satisfied?
G1 G2 G3 G4 G5 G9
Don’t Know/
L K J
G01 Competence of our service staff

G02 Quality of information that service staff have available
G04 Fairness
G08 Usefulness of information provided about the labour market
G09 How your requests for information are answered
G97 NONE
Q13 I am now going to read you descriptions of several aspects of your ACCESS to our telephone
services today. For each aspect, please tell me whether you were very dissatisfied,
dissatisfied, neutral, satisfied, or very satisfied
Don’t
satisfied satisfied Neutral Satisfied Satisfied Resp N/A
L K J
How easy the telephone system was to use G1 G2 G3 G4 G5 G9 G8
How easily you could reach a member of our
service staff . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
How quickly you obtained the service . . . . . G1 G2 G3 G4 G5 G9 G8
How long you had to wait to obtain the
service . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Q14 I am now going to read you descriptions of several aspects of your access to the services
that you receive from us by telephone. For each aspect, please tell me how important you
consider it to be: very unimportant, unimportant, neutral, important, or very important..
Very Don’t
Unimport Unimport Very Know/No
ant ant Neutral Important Important Resp
É È
How easy the telephone system is to use . . . . . . G1 G2 G3 G4 G5 G9
How easily you can reach a member of our
service staff . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How quickly you can obtain the service that you
are calling for . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How long you have to wait to obtain this service G1 G2 G3 G4 G5 G9
Q15 Overall, how satisfied were you with your access to our telephone services today: very
G1 G2 G3 G4 G5 G9
Don’t Know/
L K J
Q16 Among the various aspects of our telephone service that I just mentioned, if we could
improve only one, which one should we choose? [READ CHOICES AGAIN IF NECESSARY.]
G01 How easy the telephone system is to use

G02 How easily you can reach a member of our service staff
G03 How quickly you can obtain the service that you are calling for
G04 How long you have to wait to obtain this service
G97 NONE
Q17 I am now going to read you descriptions of several aspects of our COMMUNICATIONS with you
by telephone today. For each aspect, please tell me whether you were very dissatisfied,
dissatisfied, neutral, satisfied, or very satisfied.
Don’t
satisfied satisfied Neutral Satisfied Satisfied Resp N/A
L K J
How clear the information was that you
received . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Getting answers to your questions . . . . . . . G1 G2 G3 G4 G5 G9 G8
How clear the terms used were . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
choice . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
The information on the rules that applied to
your situation . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Q18 I am now going to read you descriptions of several aspects of your COMMUNICATIONS with us
when you are receiving our services by telephone. For each aspect, please tell me how
important you consider it to be: very unimportant, unimportant, neutral, important, or very
important..
Very Don’t
Unimport Unimport Very Know/No
ant ant Neutral Important Important Resp
É È
How clear the information is that you receive . . . G1 G2 G3 G4 G5 G9
Getting answers to your questions . . . . . . . . . . . G1 G2 G3 G4 G5 G9
How clear the terms used are . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
situation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9
Q19 Overall, how satisfied were you with our communications with you today: very dissatisfied,
dissatisfied, neutral, satisfied, or very satisfied?
G1 G2 G3 G4 G5 G9
Don’t Know/
L K J
G01 How clear the information is that you receive

G02 Gettin answers to your questions
G03 How clear the terms used are
G05 The information on the rules that apply to your situation
G97 NONE

G1 Yes
G2 No
G1 G2 G3 G4 G5
L K J
Q24 How satisfied were you with each of the following aspects of our service today: very
Don’t
Very Dis- Dis- Very Know/
satisfied satisfied Neutral Satisfied Satisfied No Resp N/A
L K J
How much trust we inspired in you . . . . . . G1 G2 G3 G4 G5 G9 G8
How well we met your needs . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
What strategies we gave you for finding
further information . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
What advice we gave you to reassure you . . G1 G2 G3 G4 G5 G9 G8
How much support we gave you in your
efforts . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
How much respect we showed you as a
person . . . . . . . . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
How well we met our commitments . . . . . . G1 G2 G3 G4 G5 G9 G8
invest in yourself . . . . . . . . . . . . . . . . . . . G1 G2 G3 G4 G5 G9 G8
Q25 How old are you? [READ CHOICES OUT LOUD.]
G1 Under 18
G2 18 to 25
G3 26 to 35
G4 36 to 45
G5 46 to 55
G6 56 to 65
G7 66 or over

QUESTIONNAIRE.
Q26 (NOTE WITHOUT ASKING THE QUESTION)
G1 Man
G2 Woman

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Circum Network Inc.

Management and Research Consultants

74, rue Val Perché

Rigour – Transparency – Creativity – Relevance

Analysis of requirements and proposal for a client

TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii

Appendix 1 People Consulted for This Study . . . . . . . . . . . . . . . . . . . 51

Appendix 2 Script for Consultations . . . . . . . . . . . . . . . . . . . . . . . . . 55

Appendix 3 Questionnaires Analyzed in this Study . . . . . . . . . . . . . . . 59

Appendix 4 Self-Administered Questionnaire, In-Person Services,

Appendix 5 Self-Administered Questionnaire, In-Person Services,

Appendix 6 Self-Administered Questionnaire, On-Line Services,

Appendix 7 Self-Administered Questionnaire, Services Delivered by Mail,

Appendix 8 Telephone Questionnaire, Telephone Services,

The goals of the present project were to plan a client satisfaction

1.3 Developing standardized questionnaires

In the first phase of the project we developed standardized questionnaires

To develop these standardized questionnaires, we conducted two sets of

• An analysis of the information requirements of HRDC-Quebec

• An analysis of clients, services, and service points: On the basis of in-

With the information thus gathered, we then developed a measurement

Chapter 2 of this report describes the context in which HRDC-Quebec

1.4 Developing an operational framework

To develop an operational framework for the client satisfaction

On the basis of these choices and of the analyses described above, we

1.5 Developing an implementation support tool

One of the premises of our work is that in measuring its clients’

Employment Insurance clients • first-time claimants

We can enhance this classification if we recognize that it actually covers

Targeted Individuals General Public Businesses

In the context of client satisfaction measurement, it is also important to

In-person mainly at the HRCC

Another important part of the service context is the service philosophy,

• to receive courteous, welcoming service;

Receiving clients and directing them to the right place

3.1 Information to be gathered from clients

In the roughly twenty interviews conducted as part of this study, we

Exhibit 3.1 We have classified this information

3.2 Service outcomes

These objectives and sub-objectives are crucial for measuring client

3.3 Indicators for each step in the service

The logical organization of a government program is often represented by a

LOGICAL SEQUENCE SATISFACTION MEASUREMENT

Inputs Clients' satisfaction with facilities, tools, information

Process Clients' satisfaction with the transaction, the

Outputs Clients' satisfaction with the information received,

Intermediate Results Clients' satisfaction with the response to their

3.4 Elements to measure

satisfaction, and their priorities for improvement. It is not necessary to

• Perceptions of the service experience. Clients’ satisfaction depends on

• Level of importance. While client satisfaction depends on the gap

• Level of satisfaction. The level of satisfaction is the client’s subjective

• Priorities for improvement. To be useful for planning, service-quality

3.5 Problems in measuring client satisfaction in

In the consultations conducted for this

Integrity of the data gathered • Methodology: Various methodological

• Resources: Conducting client surveys requires human resources (for

3.6 Proposed solutions to these problems