Leveraging the power of citizen engagement to dramatically improve customer service, agency focus and cost efficiency.
Should You Measure Clicks or Mission Value?
February 11, 2011 at 7:39 pm #122910
Scott Burns and I gave a talk a couple weeks back and Scott’s big push was that we shouldn’t just measure clicks/page views but instead focus on measuring mission value?
What do you think? How do you measure and show value for citizen engagement internally?
February 11, 2011 at 9:34 pm #122916
My own research indicates that encouraging feedback across all channels from the users assists in refining both the service and the channel. Two applications currently in use in the UK are GovMetric and CMetrix, which are hosted in the cloud. Both services offer data collection over face-to-face, telephone and web. This method also permits benchmarking across those application groups.
I don’t know if anyone in the USA is offering a similar service – I’m aware of the web satisfaction survey used on some central gov web sites but with covering all channels one is seriously missing out on channel shift!
April 21, 2011 at 2:39 am #122914
I believe in three types of measurements: Output, Outtakes and Outcomes.
My philosophy on this is heavily influenced by a woman by the name of Katie Paine. She’s blogs about the subject: http://kdpaine.blogs.com/themeasurementstandard/2007/11/measuring-custo.html
And she wrote a book titled “Measuring Public Relationships.” I encourage anyone interested in the subject to pick up a copy at Amazon.com. If your lucky, you can catch Katie at some of our government conferences. She and I have had a few chats from time to time, and I’ve come to respect her thinking on this.
Measuring Output includes everything you put out: Blog posts, articles, page inches, etc. We might track how long it take to process an order, to respond to an inquiry, or to get to “zero” customer complaints. We might measure if our reports are on time, if our testimony answers the mail, or if our service level agreements are being met.
Measuring Outtakes involves measuring what others are taking away from what you put out – how is your output influencing others? It is often surprising, in my experience, to see someone else give a speech about my material, but pitch it in a way completely different from the way that I intended. The amount of alignment to our message is important. We want to know how well our message is being absorbed and how our products are being used. How much other people are talking about our stuff is important. etc. I also watch to see what percentage of comments that come back on my Blogs / forums are positive, neutral and negative.
Measuring Outcomes is much more strategic. It implies that I have a strategy before I open my mouth. I want what I do and say to have an effect. I check to see if it had the intended effect.
All that said, I am an internet marketer myself. I have a number of commercial clients and I do track clicks. I correlate those clicks, bounces, page views etc, with interest. The effectiveness of my platform is not tied directly to those measurements. Heck… I may have said something really stupid and embarrassed myself. Lot’s of people may be clicking on it for a laugh.
Each of these measurements has their place.
April 22, 2011 at 8:46 am #122912
KISS – keep it simple, the more ones measures and the more complex the measures, the more difficult it is to employ. I’d still go for usage and (dis)satisfaction.
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