How Hillwatch E-Services Uses Best Practices Benchmarking and the Balanced Scorecard

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1 White Paper Hillwatch E-Impact Benchmark and Visitr Pattern Analytics Alignment With Gvernment Web Asset Perfrmance Measurement Hw Hillwatch E-Services Uses Best Practices Benchmarking and the Balanced Screcard t create CITIZEN-CENTRIC Gvernment Web Sites

2 White Paper : Hillwatch Alignment with Gvernment Web Asset Perfrmance Measurement Intrductin The past five years have seen an extrardinary effrt by gvernments wrldwide t make their services and infrmatin available ver the web. Virtually all develped natins have launched cmprehensive and challenging e-gvernment initiatives in respnse t citizen demand fr access, transparency and imprved service. The result, accrding t a 2001 UN study, is that there are nw well ver 50,000 gvernment-managed web sites. As initial e-gvernment milestnes are being reached, gvernments are beginning t fcus attentin n measuring the efficacy, perfrmance and impact f their web assets. This perfrmance fcus is driven by the cst f these assets and the need t determine if the initial prmise and expectatins f this new n-line channel is being realised. In the United Kingdm, the Natinal Audit Office addressed nline perfrmance requirements this way: "As e-gvernment and e-services mature, the fcus f attentin will tend t shift frm simply prviding access t services in electrnic frm t actively managing take-up and usage f these ptins by the public. All gvernment sectr agencies shuld put in place apprpriate management infrmatin t regularly mnitr usage f their web sites and electrnic services, and 'play-back' this infrmatin t the cntent prviders and divisins respnsible fr riginating Web material and Internet services." Gvernment n the Web ll, 2002 (UK) Internatinal Perfrmance Measurement Initiatives Currently, n clear guidelines, benchmarks r measures exist t evaluate the perfrmance (hwever that may be defined) f public sectr web sites. Gvernments need t measure mre than sales, revenue, and prfits. Many f the leading edge private sectr web site measurement techniques raise privacy issues that make their adptin by gvernments prblematic. As a result, gvernments wrldwide, and at all levels, are wrking t define their wn return n investment (ROI) measures and criteria specific t the public sectr. At the frefrnt f this effrt is the OECD with a majr prject underway t examine web site evaluatin and measurement practices. The OECD has defined five dimensins cnsidered key elements f public sectr web sites. 1) Accuntability/penness; 2) Efficiency; 3) Participatin; 4) Effectiveness/respnsiveness; and 5) Citizen fcused gvernment. While this apprach and wrk by the OECD will be useful, it des nt in any way address key issues such as site ROI and stakehlder uptake. 2

3 Online Perfrmance Measurement in Canada Canada has been a leader in e-gvernment internatinally. Our federal gvernment is further alng in grappling with the issues f perfrmance measurement and ROI than many ther gvernments. The lead agency in this regard has been the Chief Infrmatin Office Branch f Treasury Bard (CIOB). The CIOB has champined an effrt t set the perfrmance measurement framewrk by prviding a mix f plicies, tls and guidelines t help gvernment departments and agencies undertake self- assessments. Departments are free t use these CIOB elements and adapt them t existing internal evaluatin criteria. The key CIOB initiatives at this time: Adherence t Plicies such as Cmmn Lk and Feel and Accessibility, with mre plicies likely t cme ver time in the privacy and security areas. Understandably, CIOB is aiming t prvide a unifrm, cnsistent experience t users f federal n-line services and infrmatin, regardless f the agency r department. Evidence f nging prcess t Evaluate and Measure Client Satisfactin via tls such as custmer surveys, visitr pattern analysis, fcus grups, the Cmmn Measurement Tl, etc. CIOB has already develped a 9 Stage Prgress/Implementatin Measurement Mdels - ne fr services/transactin riented sites and ne fr infrmatin driven sites. These classify the pace f implementatin and degree f persnalizatin and functinal interactivity f gvernment sites. Benchmarking & Best Practices are explicitly and implicitly built int all the appraches that CIOB is reviewing and advcating. The assumptin is gvernment rganizatins will benchmark their web assets against like r related entities inside and utside Canada. CIOB has established 11 Indicatrs f Success as the cre indicatrs departments are expected t use and adapt t measure their nline assets. These are: Cnvenience, Accessibility, Credibility, Critical mass f services, Take-up, Service Transfrmatin, Citizen/Client satisfactin, Security, Privacy, Efficiency/ROI, and Innvatin. 3

4 In additin, Treasury Bard, thrugh its Service Imprvement and its Citizens First Initiative has identified Citizen-Centric Drivers f Satisfactin fr Internet sites. These are Ease f Navigatin Outcme Visual Appeal Fast Page Lading Online perfrmance measurement als has t be assessed against the brader bligatin f Canadian public service managers, as part f the Results Based Management Accuntability Framewrk, t plan, measure, evaluate and reprt n results thrughut the life cycle f a plicy, prgram r initiative. Managers are expected t define strategic utcmes, cntinually fcus their attentin n results achievement, measure perfrmance regularly and bjectively, learn frm this infrmatin and adjust t imprve efficiency and effectiveness. This will increasingly require public sectr managers t crsswalk between nline and ff-line prgramme utputs and perfrmance indicatrs Hillwatch Alignment with Gvernment Web Asset Perfrmance Measurement Hillwatch E-Services creates management evaluatin tls t help gvernment align nline web perfrmance with strategic prgramme bjectives and ensure web assets are citizen-centric. Our key prducts are: E-Impact Benchmark Reprt is the leading web site benchmarking methdlgy based n 325+ quantifiable best practice indicatrs. The deliverables are senir management reprts prviding bjective perfrmance measurement against peer sites, strategic insight and directin, and a detailed actin plans fr site imprvement. Visitr Pattern Analytics (VPA) address the inherent limitatins f existing web traffic sftware. VPA is a prprietary prduct that reduces the muntain f data frm server lgs int simple, cmpelling and manager friendly Key Perfrmance Indicatrs (KPIs) tailred t specific prgramme bjectives. VPA enables public sectr managers t see underlying trends in visitr traffic and t understand hw these can be leveraged t imprve the site. VPA als helps managers crsswalk between nline and ffline perfrmance measurement. Hillwatch E-Services prducts strngly supprt (and ften anticipate) the emerging guidelines put frward by gvernment fr web site measurement. (See table belw.) Our benchmarking apprach prvides bjective, quantitative, fact-based results. Our utside-in user perspective is, by design, citizen-centric. Imprtant drivers f citizen satisfactin such as ease f finding, ease f use, infrmative, respnsiveness, transparency, accuntability, credibility, etc. are captured by ur methdlgy. Results are easy t reprt up results can be aggregated r disaggregated depending n the level f detail required by the client and/r central agencies. Perfrmance imprvement is tracked n an nging basis. Results remain cmparable year ver year and clients perfrmance measurement investments are prtected. Table 1: Indicatrs cmparisn between Gvernment Requirements & 4

5 Hillwatch E-Services prducts TBS CIOB Success Indicatrs Cnvenience Accessibility Credibility Critical mass f services Take up * Service transfrmatin Client satisfactin Security Privacy Efficiency/ROI Innvatin Prgress/Implementatin TBS Citizen First - Drivers f Satisfactin Ease f Navigatin Outcme Visual Appeal Infrmative Fast Pages OECD Dimensins Accuntability/Openness Efficiency Participatin Effectiveness/ Respnsiveness Citizen fcus Other Prgramme & Web Site Strategic Alignment Balanced Screcard Hillwatch E-Impact & VPA Unique t client Unique t client By design, Hillwatch best practices methdlgies help individual gvenrment managers drill dwn t detailed perfrmance data in rder t develp clear actin plans. They als prvide a ready-made vehicle fr departments and agencies seeking a cnsistent, rigrus and mature tl t address current and future central reprting requirements fr web site assets. As gvernments develp new measures, we believe we can develp new indicatrs that rll int ur existing methdlgies. Hillwatch E-services Experience Hillwatch E-Services Gvernment clients have included: SchlNet IHAB Grassrts SchlNet I HAB * Tw success indicatrs identified by the CIOB, client satisfactin and take-up, warrant additinal discussin. Traditinal methds t address these indicatrs wuld be thrugh Fcus Grups and Custmer Surveys. These tls are valuable and cmplementary t ur wn methdlgies. Hillwatch recmmends and uses them in ur wn practice. Hwever, the cst f implementing fcus grups and surveys n a regular basis is expensive. It is mre likely t be dne by larger gvernment web sites. It will nt be feasible fr the majrity f gvernment sites n an n-ging basis. As such, mre affrdable ptins will be required. Our Visitr Pattern Analytics can deliver the infrmatin required t assess these indicatrs and reprting requirements in a substantive and credible way and still cntinue t meet site managers need fr nging site imprvement. 5

6 Cmmunity Access Prgram IHAB Natinal Rundtable n the Envirnment & the Ecnmy Health Canada Media Relatins Health Canada Cnsultatins Canadian Grievance Bard Canadian Bitechnlgy Secretariat Defence Canada Hillwatch Private Sectr Clients have included: Canadian Labur and Business Centre Friends f Canadian Bradcasting Canadian Fd Infrmatin Cuncil Canadian Chemical Prducers Cuncil American Chemistry Cuncil Fr Mre Infrmatin r T Arrange a Presentatin, Please Cntact: Sctt Prudft, Principal Hillwatch Inc. #200, 334 MacLaren Street Ottawa, Ontari, K2P 0M x 1001 Michael Teeter, Principal Hillwatch Inc. #200, 334 MacLaren Street Ottawa, Ontari, K2P 0M x 1000 Alex Langshur, Principal Hillwatch inc. US Office #100, 16 Ramshead Rad Medfrd, Ma, USA,

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