Home Connections - Barbican Centre 1
Creating Public Value
Design for Trust & Satisfaction in e-Government
Anthony Meehan
Home Connections – Barbican 11 May 2006
Home Connections - Barbican Centre 2
Elements of Public Value
Services Outcomes“normatively
compelling collective purposes”
contribute to
experience
Trust &Satisfaction
experience
Moore, 1995;PM’s Strategy Unit,Creating Public Value, 2002
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Avoiding Exclusion
• “Those who are left outside the development of information and communication technology are often the same people…who most need the welfare state’s services in any case. This is why special attention should also be paid to the needs of these people when developing a human information society.”
• “The level of trust in an organisation affects levels of use and engagement with services. Some [people] avoid contact with services they do not trust unless it is absolutely essential. This can have a direct impact on how well services meet the wider community's needs.”
Osmo Pekonen and Lea Pulkkinen, Report to Finish Parliament, 2002
MORI, Trust in Public Institutions: A Report for the UK Audit Commission 2003
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Community Trustpolitical, economic & social institutions
vert
ical
tru
st
community – family, friends, neighbours
Braithwaite & Levy, 1998;Grimsley, Meehan et al, 2003
horizontal trust
“Trust relations are an expression of a community’s capacity to co-operate to achieve a better quality of life than would otherwise be available if its members acted merely as individuals.”
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ICT mediation of Trust?political, economic & social institutions
vert
ical
tru
st
community – family, friends, neighbours
Braithwaite & Levy, 1998;Grimsley, Meehan et al, 2003
horizontal trust
Poorly designed/managed e-government will damage the relationship between citizen and public service provider…
…and may have much wider implications for community well-being.
ICT
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Survey dataSouth Yorkshire Social Capital SurveysWave 1 (2000) (Green, Grimsley, Suokas, 2000) n=4220 householdsWave 2 (2004) (Gilbertson, Green, Grimsley, Manning, 2005) n=3771 households
Housing and Regeneration in Coalfield Communities Surveys / JRFWave 1 (1999) (Green, Grimsley, Stafford, 2001)n=1341 individualsWave 2 (2004) (Green, Grimsley, Stafford, 2005)n=1204 individuals
Motorways
M1M1M1M1M1M1M1M1M1 A1A1A1A1A1A1A1A1A1
M18M18M18M18M18M18M18M18M18
M180M180M180M180M180M180M180M180M180
Barnsley
Rotherham
KendrayKendrayKendrayKendrayKendrayKendrayKendrayKendrayKendrayDarfieldDarfieldDarfieldDarfieldDarfieldDarfieldDarfieldDarfieldDarfield
ThurnscoeThurnscoeThurnscoeThurnscoeThurnscoeThurnscoeThurnscoeThurnscoeThurnscoe
RawmarshRawmarshRawmarshRawmarshRawmarshRawmarshRawmarshRawmarshRawmarsh
BrinsworthBrinsworthBrinsworthBrinsworthBrinsworthBrinsworthBrinsworthBrinsworthBrinsworth
IntakeIntakeIntakeIntakeIntakeIntakeIntakeIntakeIntake
DenabyDenabyDenabyDenabyDenabyDenabyDenabyDenabyDenaby
MaltbyMaltbyMaltbyMaltbyMaltbyMaltbyMaltbyMaltbyMaltby
Doncaster
MoorendsMoorendsMoorendsMoorendsMoorendsMoorendsMoorendsMoorendsMoorends
% of ward population living in most deprived 5th of EDs(DETR Index of Local Deprivation, 1998)
40 to 8316 to 39 .9
0.1 to 15 .90
SOUTH YORKSHIRE COALFIELD COMMUNITIESPattern of Deprivation
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Drivers of Satisfaction & Trust
influence: the extent to which people feel able to influence
personal control:
the extent to which people feel a sense of personal control in life
information: how well informed people feel
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well-informedness
vertical trust horizontal trust
414172410301052N =
Sense of being well-informed.
very well informed
fairly well informed
not well informed
poorly informed
95%
CI V
ert
ical tr
ust
.6
.4
.2
-.0
-.2
-.4
-.6414172410301052N =
Sense of being well-informed
very well informed
fairly well informed
not well informed
poorly informed
95
% C
I H
ori
zon
tal t
rust
.4
.3
.2
.1
0.0
-.1
-.2
-.3
-.4
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personal control
8372219435590140N =
Sense of personal control
strongly agree
agree
neither
disagree
strongly disagree
95%
CI H
oriz
onta
l tru
st
.2
.1
0.0
-.1
-.2
-.3
-.48372219435590140N =
Sense of personal control
strongly agree
agree
neither
disagree
strongly disagree
95%
CI V
ertic
al tr
ust
.4
.2
0.0
-.2
-.4
-.6
-.8
vertical trust horizontal trust
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influence
vertical trust horizontal trust
7112114617631146N =
Sense of ability to influence
strongly agree
agree
neither
disagree
strongly disagree
95%
CI V
ertic
al t
rust
.4
.2
0.0
-.2
-.4
-.6
-.87112114617631146N =
Sense of ability to influence
strongly agree
agree
neither
disagree
strongly disagree
95%
CI H
oriz
onta
l tr
ust
.3
.2
.1
-.0
-.1
-.2
-.3
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HC: Threats to TrustHome Connections Customer Comment Information Control Influence
“The system works fine, but nobody looks at your personal situation.” X
“It would be nice to meet someone from Housing to let you know where you stand [on bids].”
X X
“The website is a jazzed up version of the council trying to get out of answering questions! If the correct information was up there on the website, we would not be phoning up for reassurance.”
X X
“It gives you false hope…. You’re just left waiting…. The system raises people’s hopes – you have to wait for two to three months before you find out if you have been successful.”
X X
“The real blockage with these schemes, which are excellent, is with the council.”
X
“There is no communication so the wheels grind ever so slowly – the right hand does not know what the left hand is doing.”
X X
“The officer told me that properties are allocated on a ‘first come first served’ basis, so the people who bid earlier in the morning have a better chance than those bidding in the afternoon [untrue]. People in the councils don’t know as much as we know about it [Home Connections]!”
X
Ch
an
& H
ark
ne
ss (
20
04
) H
om
e C
on
ne
ctio
ns
Fo
cus
Gro
up
s R
ep
ort
.
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HC: Trust ReinforcementHome Connections Customer Comment Information Control Influence
“I like the autonomy of being able to pick.” “You can choose the area in which you want to live.” “You can visit the property before you bid if you want to (only the
outside though).” “You can see what’s available every week, so you can start to see
where [in the borough] you want to be.” “It’s nice to see what’s available when previously you have always
been told there was nothing.” “I like the right to refuse a property without it affecting your future
chances of being housed.” “The “I like having a say in the property and being able to turn a
property down.”
Ch
an
& H
ark
ne
ss (
20
04
) H
om
e C
on
ne
ctio
ns
Fo
cus
Gro
up
s R
ep
ort
.
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Extended Public Value Model
Rein
forc
ing
Services Outcomes
Well-informednessPersonal control
Influence
TrustTrustSatisfaction
Satisfaction
Positive Correlation
ExperienceExperience
Contribute to
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Some Lessons/Issues (1)• Customer/client/citizen relates to whole process – need for
seamless integration of all system elements, and in ways that support diversity and avoid exclusion.
• Well-informedness is promoted by: – personalised proactive communication;– consistency/lack of contradiction;– and reinforced by trusted 3rd party mediation.
• Personal control is promoted by:– flexibility (multiple paths to the same end);– clarity of where the initiative resides.
• Sense of influence is promoted by:– timeliness of context sensitive communication/feedback.
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Some Lessons/Issues (2)• It is possible to maintain trust (even if the desired outcome is very
difficult to attain) by taking a holistic view of clients needs and proactively supporting the client in recognising and addressing these needs.
• Introduction of e-government raises client and citizen expectations and it is these raised expectations that must be met. This is particularly challenging for developers and managers of e-government systems as the introduction of the system itself raises benchmark by which it will be judged.
Anthony MeehanThe Open UniversityWalton HallMilton KeynesMK7 6AA
http://mcs.open.ac.uk/am4469
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Supplementary Slides
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Experience Management Matrix
Trust & Satisfaction
Strategy
Target Experience in User
Sense of being Well-informed
Sense of Personal Control
Sense of being able to Influence
InformationStrategy 1? 2? 3?ControlStrategy 4? 5? 6?
Deployment of Influence(Power) 7? 8? 9?
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Information
Trust & Satisfaction
Strategy
Target Experience in User
Sense of being Well-informed
Sense of Personal Control
Sense of being able to Influence
InformationStrategy
Expectation(Ambiguity!Contradiction!)
Reputation (Brand)Vertical•B2CHorizontal•Power of Indirect (3rd Party)
Knowledge of:•Whole-process Map•Distribution of initiative•Conditions of engagement
Information for•informed views•how/when to convey them•to whom
Evidence of (independent) consideration of views and explaining decisions.
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Control
Trust & Satisfaction
Strategy
Target Experience in User
Sense of being Well-informed
Sense of Personal Control
Sense of being able to Influence
ControlStrategy
(Initiative and Responsibility)
Proactive communication in relation to initiative:
•Reporting when the initiative is with you;•Enquiring when the initiative is with the customer/client.
Design for flexibility:•adaptability•personalisation
Definitions of ethos, boundaries and behaviours that change entitlements.
Contingency:•response in keeping with customer/client expectation.
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Influence
Trust & Satisfaction
Strategy
Target Experience in User
Sense of being Well-informed
Sense of Personal Control
Sense of being able to Influence
Exercising Influence
(Power)
Minimising uncertainty:
•transparency of policy and process.•independent legitimation.
Holistic view of customer/client need:
•shaping the perception of need and space of possible solutions •enlarging the sphere of action.
Coordinative and integrative responses to well-founded needs/desires.
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Terms of EngagementRelational Terms
(c.f. Simons, 1996; Vangen & Huxman, 2003)Activity
Establish Relational Values Establish values/ethos and describe high-level behaviours that express these values.
Define Mutual Expectations and Entitlements
Define entitlements. (It may be useful to distinguish between equity and equality in respect of entitlement). Recognise different levels of commitment.
Define Bounded Freedoms Identify boundaries that denote levels of entitlement.
Define Incentives and Penalties Identify and agree behaviours that induce transitions across entitlement boundaries identified above.
Monitor Performance Jointly monitor and review adherence to values and behaviours as described above.
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Information StrategyInformation
StrategyInduced Sense of Well-informedness
Basic-reactive: Information provision is entirely request driven.
Dependent: user must take the initiative in researching the information needed to act.
Minimal-standard: basic or routine information on levels of service availability is published.
Non-standard dependent: if the user needs any variation in the basic
provision they must take the initiative in acting to meet their need.
Explanatory: explanations are published in relation to ‘routine’ service standards.
Informed-dependent: the user knows and can take a view on the reasonableness of the service standards they experience.
Responsive: information is provided about how the service can be adapted to (individual) users’ needs.
Facilitated: the user can negotiate provision for their specific circumstances.
Enabling: information is provided which allows the users to achieve goals by reference to alternative courses of action or even 'competing' service providers
Emancipated: the user is able to pursue alternative courses of action which achieve their desired goal.
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Satisfaction
MORI (PM’s PIU, Cabinet Office), 2001
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The Hysteresis of Trust
+ ve
- ve
Trust
Experience
when trust is lost, there is rarely a quick and easy way to rebuild the relationship.
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Exclusion
Trust
Alienation exclusion
Anxiety exclusion
Acting in the
World
Confidence
Note: Confidence and Trust are not linearly additive
voting?
mental health?fear of crime?
after Luhmann, 2001
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References• Green. G., Grimsley, M., Suokas A., et al: Social Capital, Health and Economy in South Yorkshire Coalfield
Communities. CRESR, Sheffield Hallam University, UK• Green G., Grimsley, M. and Stafford, B., (2001) Capital Accounting for Neighbourhood Sustainability, CRESR,
Sheffield Hallam University, UK.• Green, G., Grimsley, M. and Stafford, B. (2005) The Dynamics of Neighbourhood Sustainability, Joseph
Rowntree Foundation: York Publishing Services. http://www.jrf.org.uk/bookshop/eBooks/1859353045.pdf• Gilbertson J., Green G., Grimsley M. and Manning J. 2005. The Dynamic of Social Capital, Health and
Economy. CRESR, Sheffield Hallam University, UK• Moore, M.H. (1995) Creating Public Value: Strategic Management in Government. Harvard University Press,
Cambridge, MA.• MORI (2003) as Duffy, B., Browning, P. and Skinner, G. (2003). Trust in Public Institutions: A report for the
Audit Commission. MORI.• PM’s Strategy Unit (2002 as Kelly, G., Mulgan, G. and Muers, S. (2002) Creating Public Value: An analytical
framework for public service reform, Strategy Unit discussion paper, Cabinet Office, http://www.strategy.gov.uk/downloads/files/public_value2.pdf
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