WAVE 2 EVALUATION

G2C

YESSER SAUDI ARABIA E-GOVERNMENT PERFORMANCE

GOVERNMENT TO CONSUMER INTERACTION

SUMMARY OUTLOOK

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DEMOGRAPHIC PROFILE

EDUCATION LEVEL JED RUH DMM MAD KHBR ABHA TBK JZN NJRN KM OTHER

Illiterate 0 0 0 0 0 0 0 1 1 2 0

Can read and Write 0 0 1 0 2 0 1 10 1 0 1

Elementary 1 3 3 1 2 0 1 12 4 1 3

Intermediate 5 10 10 5 7 6 6 19 10 6 3

Secondary 30 48 49 46 48 3 41 34 58 28 38

Technical 27 17 18 27 17 29 29 3 10 19 20

University in Country / Middle East 35 21 19 20 24 62 20 21 14 44 34

University in Europe / USA 1 0 0 0 0 0 0 0 2 0 2

76%24%

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DEMOGRAPHIC PROFILE - CONTINUED

AGE BRACKETS JED RUH DMM MAD KHBR ABHA TBK JZN NJRN KM OTHER

16-19 years % 8 10 7 9 2 14 10 1 0 4 8

20-24 years % 23 23 23 20 24 22 20 25 31 24 24

25-29 years % 30 23 32 30 26 17 31 31 32 29 26

30-34 years % 16 18 14 18 22 17 15 13 16 18 16

35-39 years % 7 11 8 5 9 9 9 7 7 8 10

40 AND ABOVE % 17 15 15 19 16 22 15 22 14 18 17

SECTOR OF EMPLOYMENTPrivate Sector 62%

Public Sector 32%

Own Business 6%

VS

PUBLIC SECTOR PRIVATE SECTOR

AWARENESS OF E-SERVICES

SUMMARY OUTLOOK

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0 10 20 30 40 50 60 70 80 90 100

80.4 19.6

Yes No

THE CONCEPT OF REACHING GOVERNMENTS THROUGH ALTERNATIVE METHODS…

0

20

40

60

80

100

57

36

5565

82 84 8392

Aware of Alternative Methods – By EducationIlliterate

Can R&W

Elementary +/-

Intermediate +/-

Secondary +/-

College / Technical +/-

University - Middle East

University in West

Aware of Alternative Methods - Overall

Base : All Respondents 3727

Those who said YesBase : All Respondents 3727

Higher Literacy showed greater awareness of alternatives methods to reach government.

83%

90%

84%

72%

96%68%

93%

40%

Najran; 64%

Khamis Mushait; 64%

Others; 90%AWARENESS BY REGION

Jeddah Riyadh

Dammam Madina

Khobar Abha

Tabuk Jizan

Najran Khamis Mushait

Others

At overall level, 80.4% of the respondents were aware of alternative methods to interact with the government other than in-person visits. This 80:20 Ratio was seen across various demographic such as Age, Nationality & gender.

The southern region may need greater attention as awareness numbers in Najran, Khamis Mushayt and Jazan are low.

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THE CONCEPT OF REACHING GOVERNMENTS THROUGH ALTERNATIVE METHODS…

• ATM is the most popular channel followed by Telephone and Websites.• When exposed to the channels through which government interaction can take place, we

had only 16% of people who had no concept of E-Government interaction remaining.

TOTAL AWARE...

87

60

58

48

42

36

3321

20

19

E-GOV AWARENESS – CHANNELS TOTAL RE-CALL %BASE: 3727 Interviews

None

CSC

Smart phone Apps

Electronic kiosks

IVR

E-mail

National portal

SMS

Website

Telephone

ATMs

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Word of mouth Online Search Physical visit National Portal Inquire through correspondent

or Agent

Calling SMS Email Inquiry Fax Inquiry 0

10

20

30

40

50

60

70

60

49 45

24 2732

149

3

Preferred Options for Obtaining Information on Government ProcessesBase: All Respondents 3727

PEOPLE PREFER IMMEDIATE RESPONSE OPTIONS FOR OBTAINING GOVERNMENT INFORMATION...

• Word of mouth is the most popular option for obtaining government related information followed by Online and Physical Visits.

• SMS, Email and Fax are least popular options.• The pattern is consistent across demographic breaks.

This suggests time is the key concern for people as they have shown strong preference for options that can get them immediate results.

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VERY FEW HAVE SEEN ADVERTISEMENTS ANYWHERE…

30%70%

E-Gov Ad Impressions – Have they ever seen any E-Government Advertisements

Base: 3727 (All Respondents)

Seen Not SeenTV

NewspapersRadio

BillboardsPosters

MagazinesWord of Mouth

Social MediaOnline Advertisements

SMSOther

0 5 10 15 20 25 30 35 40 45 50

4429

334

246

1610

204

1

Where have the people seen the ad’s?Base: All those who have seen Ad’s

(1133 Respondents)

• Only 30% of people have seen advertisements of E-Government.

• Amongst those who have seen advertisements - TV, Newspaper and Billboards have been the most visible for E-Gov Advertisements.

• Online has significant room for improvement, as it is a space most of the people search through for obtaining government information. Hence more advertisement in the online channels will be more efficient and effective.

USAGE FINDINGSSUMMARY OUTLOOK

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82% Conversion

Conv

ersio

n

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

84%

69%

What % of those aware have ever used E-ServicesBase: All those who are aware (3130 Interviews)

Used Aware

SO HOW MANY ARE WE ABLE TO CONVERT TO USERS?

Jedd

ah

Riya

dh

Dam

mam

Mad

ina

Khob

ar

Tabu

k

Jizan

Najra

n

Kham

is M

usha

it

Oth

ers

020406080

10067

8459 57

76 77

31

66 5681

Ever used % by RegionsBase 3130 – Those who have every used

• Overall usage stands at 69% which is quite low.

• However, it is interesting to note that out of the people who are aware of E-Services, 82% of them have actually been converted to users.

• When looking at the usage pattern across the different cities, we see that Riyadh is driving the usage.

• This signifies a good performance in Riyadh, even though it is more convenient to directly access government institutions in the capital city as compared to other. Yet having the highest usage is certainly a highlight.

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SERVICE LEVEL AWARENESS A MAJOR OBSTACLE TO USAGE

31%Never used E-Services

Dissatisfied Experience

Other

Required Service not Available

Cost of Technology is expensive

Don't have Internet

Physical Visits are cheaper

Don't trust online payment

Do not have a credit card to pay

Feel E-services are unsecured

E-Service is Difficult and Complicated

Lack of "How to use" understanding

Not aware of it

In-sufficient information

Don't need to deal with government

0 5 10 15 20 25 30 35 40 45

2

2

3

3

4

4

7

8

9

11

14

18

29

41

Reasons for not using E-ServicesBase: All Those who never used (1155)

While 41% of those people who never used an E-Service say that they don’t need to deal with a government agency.

The larger concern is the awareness related causes such as:1. In-Sufficient information about the service

(29%)2. Not Aware of a service offered (18%)3. Lack of “How to Use” Understanding (14%)

These Three factor combined are accounting to close to 60%. Hence efforts need to be made now to increase detailed awareness and understanding on E-Services Usage.

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PRIMARY REASONS FOR FINDING CHANNEL IN-EFFECTIVE

TELEPHONE23% find It is not relatively

convenient

WEBSITES14% did not have

information about it.

APP’S5% did not have much information

on it

COMPREHENSIVE SERVICE CENTERS

3% It is not relatively convenient

ATM’s17% Did not have much

information on it

IVR11% find It is not relatively

convenient

ELECTRONIC KIOSKS4% Do not have much

information on it

EMAILS7% find It is not relatively

convenient.

SMS17% do not find it

relatively convenient

NATIONAL PORTAL12% do not have much

information on it.

Not having Sufficient information & not relatively convenient as compared to current options, are the key reasons for finding the services in-effective.

SERVICE EXCELLENCE PARAMETERS

SUMMARY OUTLOOK

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EXPECTATIONS - INFLUENCES SATISFACTION

Prior to evaluating satisfaction, it is important to understand the role of expectations on user satisfaction

EXPECTATIONS SATISFACTION

• Expectations lay the foundation for evaluating the level of satisfaction with the services.

• Expectations evolve over time, which results in the change on satisfaction levels.

• The higher the expectations, the more critical evaluation of the satisfaction level.

• Once expectations change faster than service delivery initiatives, the satisfaction levels decline.

Meeting Expectations = Good or neutral Score

Exceeding Expectation = Excellence

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91% Conversion

82% Conversion

Awar

eU

sed

Satis

facti

on

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

84%

69%

65% 0.27

What % of those who have ever used are satisfied?Base: All those who have used N=3057

THOSE WHO TRY END UP BEING SATISFIED, BUT GENERATING TRIAL IS THE CHALLENGE…

Extremely Satisfied Satisfied

Although 91% of those who try an E-service end up being satisfied.

This however needs to be looked into more in totality. i.e. the performance of E-Services from Awareness to Satisfaction.

When we Analyze the user journey from awareness to satisfaction we see that only 53% of people will be satisfied with E-Services.

EXAMPLE EXPLANATION

PERFORMANCE N = 1000

AWARE 84% 840

USE 69% 580

SATISFIED 91% 527

The table shows if there is a population of 1000 people only 527 out of those will eventually end up being satisfied with E-Services

Out of those who have used

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WHICH REGIONS DO WE NEED TO FOCUS ON?Je

ddah

Riya

dh

Dam

mam

Mad

ina

Khob

ar

Tabu

k

Jaza

n

Najra

n

Kham

is M

usha

it

Oth

ers

0

10

20

30

40

50

60

70

80

90

100

6659 63

50 50

63

99

5044

63

Top Box Satisfaction By RegionALL THOSE WHO USED AND RATED EXTREMELY

SATISFIED

Benchmark Score54%

• Only 5/10 Cities are able to cross the internal Benchmark Scores.

• Amongst the Major cities Riyadh is just crossing the benchmark.

• Considerable room for improvement again exists in the Southern region. As it’s city Abha represents one of the lowest scores 19%.

• A fine difference can also be observed between Dammam and Khobar. Which shows the Khobar population has even greater expectations for service excellence.

Jazan may have weak awareness and usage. But Amongst those who have used in Jazan they are very satisfied. This could reflect the efforts such as the Mango portal etc.

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TRUST & INTEGRITY CONCERNS

Fair &

Transpare

nt

Quality an

d Integrit

y

Safe and Secu

re

Confidence

Public Resp

onsibilit

y

Trustw

orthy

525456586062646668

57

62 62

6466 66

CONFIDENCE BUILDING PARAMETERS TOP BOX PERFORMANCE

• On the 6 different parameters people have shown less agreement on statements defining the transparency and fairness of E-Services.

• We also see Quality & Integrity, safety & security performing behind the benchmark for confidence building parameters.

• We see that Safety & Security not as strong as Trust, this shows that people have greater concern from external measures more than internal ones. As trust is built on the entity providing the services. Whereas safety and security reflects concerns which are environmental. Hence ensure greater systems and infrastructure addresses this concern most

Thanks