Canadian Flag Canadian Centre for Occupational
Health and Safety
Centre canadien d'hygiène et de
sécurité au travail
Government of Canada Wordmark
CCOHS: Canadian Centre for Occupational Health and Safety
Français Contact Us Help
        
Canada Site
Web Info Service Products & Services OSH Answers Education
Canada's national Occupational Health & Safety Resource
Home About Us E-News OSH Events Resources Shop@CCOHS

Customer Satisfaction Research Report

Volume I

May 2004

N0626/RR/BJS

TABLE OF CONTENTS

I. FOREWORD

A.Background

B. Purpose

C. Method

D.Completions

E.Challenges

II.Executive Summary

A.Web Visitor Survey

B.Customer Survey

III. General Summary: Web Site Visitor Survey

A.How First Learned About CCOHS Web Site

B. Frequency of Visiting the CCOHS Web Site

C. Locating Information

D. Satisfaction With and Importance of Web Site Features

E. Overall Satisfaction with the Web Site

F. Suggested Improvements to the Web Site

G. Demographics of web site visitors

IV.General Summary: Customer Survey

A.Products or Services Used in Past Year

B. Recognition of Product or Service In Data File

C. Number of People in Organization Using or Benefiting from CCOHS Product/Service

D. Frequency of Use

E.Media/Format Used and Preferred

F. Rating of Product/Service Aspects and Need For Improvements

G. Satisfaction With and Importance Product/Service Attributes

H.Days to Receive and Acceptable Time to Receive

I. Dealing with CCOHS Service Staff

J. Number of Service Staff Dealt With and Acceptable Number

K.Number of Contacts and Acceptable Number

L. Satisfaction With and Importance Of Service Attributes

M.Errors Made in Provision of Products or Services

N.Getting What Was Needed

O.Using or Purchasing Again

P. Potential New Offerings

Q. Demographics of CCOHS Customers

V. Conclusions

A. Web Survey

B. Customer Survey

C. Comparisons with Other Satisfaction Surveys

Appendices

Appendix A - Web Survey Questionnaire
Appendix B - Customer Survey Questionnaire
Appendix C - Detailed Tables - UNDER SEPARATE COVER

I. Foreword

A. Background

The Canadian Centre for Occupational Health and Safety (CCOHS or the Centre) was created in 1978, by the Canadian Centre for Occupational Health and Safety Act, which mandates CCOHS to promote the fundamental right of Canadians to a healthy and safe working environment. CCOHS operates under a tripartite council that includes represen-tatives from business, labour and government.

CCOHS council fulfils the Centre's mandate by operating as "a source for unbiased technical information and expertise to support the efforts of governments, labour organizations, employers, and individual Canadians to improve workplace safety and health".[1] CCOHS fulfils this mandate through a portfolio of free and priced products and services that draw upon a core collection of occupational safety and health information and the application of information management technologies. The key products and services offered by the Centre are the free Inquiries Service and web site and information products and services for which it charges.

B. Purpose

CCOHS wished to conduct a customer satisfaction survey of users of its Inquiries service, and subscribers to and users of its other products and services. The survey was designed to:

Measure client satisfaction.

Compare expectation or need versus to how they feel about the service received.

Identify service gaps.

Identify what users value in the service.

Identify direction for improvements.

In addition, CCOHS also wished to conduct a survey of visitors to their extensive web site.

The use of a web-based survey provided a self-completion mode with added flexibility of delivery: skip patterns are opaque to the respondent, as they are in a computerized telephone survey. In addition, a web survey is considered ideal for business users in that it provides for swift response and any-time-anywhere completion.

C. Method

a)   Modes

Two surveys were conducted as part of this assignment.

Web-site visitor survey: A pop-up survey of 603 visitors to the CCOHS/CCHST web site. The survey was available from February 13 to March 9, 2004. It should be kept in mind that this is a self-selecting sample.

Customer survey: An invitation to participate in an online survey was mailed to 3,736 customers from the CCOHS database. The invitation was mailed and not e-mailed due to the need to comply with federal privacy legislation, and because valid e-mail addresses were not available for some customers. The survey was available online from February 19 to March 26, 2004. A reminder card was mailed on March 8. Cards were returned from only 42 addresses.

b)   Sampling for the Customer Survey

CCOHS provided two Access data files for the survey. One file contained contact information for individuals who had used the Inquiries Service. The second file contained coded information of purchasers of products and other services (such as subscriptions). Records with incomplete mailing addresses were removed. The files were checked for duplicates, cleaned and a sample selected of Canadian and US clients. A language preference (English/French) was available in CCOHS's sample file.

The sample file identified four product/service types:

1.   Inquiries

2.   Web Services

3.   CD/DVD

4.   Publications

Approximately of the selected sample was Inquiries clients.

Clients who purchased more than one type of product had more than one entry in the sample file. Our sampling department randomly selected a product for individuals with more than one.

The product names in the data file were used as provided, so there was a possibility that, in some instances, a French respondent could get an English product name, or vice versa. Product names were occasionally abbreviated and always capitalized in the original file, and thus appeared as such in the survey and the letter.

D. Completions

Web-site visitor survey: 603 visitors to the CCOHS/CCHST web site completed the survey over the course of the field period.

Customer survey: Completions were achieved with 549 respondents for a response rate pf 15%, which is quite typical for a customer survey in a self-completion mode but less than was anticipated given the level of involvement many customers have with CCOHS.

The distribution of respondents by jurisdiction is shown in Exhibit I-D below, using postal abbreviations for the jurisdictions. Canadian jurisdictions are shown in bold.

 

Go to top

EXHIBIT I-D
Location of Respondents to CCOHS Customer Survey

Jurisdiction*

# Completes

% of total

Cumulative #

Cumulative %

AB

52

9.5%

  52

9.5%

AZ

2

0.4%

  54

9.8%

BC

50

9.1%

104

18.9%

CA

6

1.1%

110

20.0%

CO

1

0.2%

111

20.2%

CT

4

0.7%

115

20.9%

DC

1

0.2%

116

21.1%

DE

1

0.2%

117

21.3%

FL

2

0.4%

119

21.7%

GA

1

0.2%

120

21.9%

IA

1

0.2%

121

22.0%

ID

1

0.2%

122

22.2%

IL

2

0.4%

124

22.6%

IN

5

0.9%

129

23.5%

MA

2

0.4%

131

23.9%

MB

21

3.8%

152

27.7%

MD

4

0.7%

156

28.4%

MI

1

0.2%

157

28.6%

MN

1

0.2%

158

28.8%

MT

1

0.2%

159

29.0%

NB

10

1.8%

169

30.8%

ND

1

0.2%

170

31.0%

NJ

3

0.5%

173

31.5%

NL

9

1.6%

182

33.2%

NM

1

0.2%

183

33.3%

NS

25

4.6%

208

37.9%

EXHIBIT I-D CONT'D
Location of Respondents to CCOHS Customer Survey

Jurisdiction*

# Completes

% of total

Cumulative #

Cumulative %

NT

2

0.4%

210

38.3%

NU

2

0.4%

212

38.6%

NV

1

0.2%

213

38.8%

NY

3

0.5%

216

39.3%

OH

11

2.0%

227

41.3%

OK

2

0.4%

229

41.7%

ON

213

38.8%

442

80.5%

PA

5

0.9%

447

81.4%

PE

4

0.7%

451

82.1%

QC

58

10.6%

509

92.7%

SD

1

0.2%

510

92.9%

SK

24

4.4%

534

97.3%

TN

1

0.2%

535

97.4%

TX

2

0.4%

537

97.8%

VA

2

0.4%

539

98.2%

VT

2

0.4%

541

98.5%

WA

4

0.7%

545

99.3%

WI

2

0.4%

547

99.6%

YT

2

0.4%

549

100.0%

*Canadian jurisdictions in bold

Go to top

E.  Challenges

A number of challenges arose during the design of the customer survey methodology. CCOHS did not have previous opt-in consent to e-mail their customers or Inquiries users for the purposes of conducting research. As well, a significant number of records did not have e-mail addresses.

To comply with Privacy legislation and to attempt to reach customers without e-mail addresses, a personalized letter was sent to a selected sample of potential respondents to the customer survey. This mixed mode methodology resulted in a somewhat lower completion rate than might have been expected with an all-electronic delivery, partially due to the extra effort required to turn from the written word to the computer and manually enter the web address for the survey. As well, it required a longer field period. However, our firm notes that many surveys involving client-supplied customer lists result in a response rate of between 10 and 15% regardless of mode.

 

 

II.  Executive Summary

A.  Web Visitor Survey

The CCOHS web site is unique in many ways, as it provides a great deal of technical information to a wide audience of varying levels of knowledge, much of it free or at low cost. Although predominantly designed for the needs of Canadian business and individuals, it is used by a worldwide audience to answer an astonishing variety of occupational health and safety queries.

Visitors mainly learn about the site via a search engine and, for half of respondents, it was their first visit to the site. Two-thirds of these first-time visitors indicate they are satisfied with the site, and satisfaction increases with more frequent visits. The majority indicates that they found the information they came to the site to seek, even though the site is structurally quite complex.

Visitors express a rather high level of satisfaction with how the site performed in all areas, however, areas where there is the most gap between satisfaction and importance are "ease of finding information" and "scope of information." Visitors would also like to see more free information provided. Overall, more than three-quarters of visitors express satisfaction with the site. Very few suggested improvements were offered.

B. Customer Survey

CCOHS customers represent a mix of organization types and sizes, but a typical customer would be someone in a safety role of a manufacturing company of medium to large size. Despite the sizes of the organizations, most indicate that from 1 to 10 people will use or benefit from a specific CCOHS product or service. Close of half (43%) of customers have used the free web services, such as OSH Answers and INCHEM, in the past year. There is room for expansion in awareness and use of the HS Canada internet mailing list and the Health and Safety Report newsletter.

A quarter of customers indicate the product or service is used once a month, although pay for use services are used more frequently. There is a growing preference for electronic media for provision of products. In product attributes, reliability and clarity are the most valued qualities, and coverage/comprehensiveness and currency (being up-to-date) are the qualities customers would most like to see improved.

While the majority of customers are either satisfied or very satisfied with all rated attributes of the product or service they received, they are most satisfied with usefulness and relevance, and least with cost and assistance provided for solving a problem. Gaps between perceived importance and performance for CCOHS product and service attributes are small (0.5 or less) and show that CCOHS is very close to meeting customer expectations for most of its offerings, including the important measure of time required to receive products and services. CCOHS meets its customers' expectations regarding the number of service staff and contacts required to obtain products and services.

Gaps in service attribute importance and performance are also small and there is a high level of customer satisfaction with the service provided by CCOHS staff on all measures. Very few errors are being made in provision of products and/or services. Close to three-quarters of customer report that, in the end, they got what they needed, and over 80% indicate they would purchase the product or service again.

Go to top

III. General Summary: Web Site Visitor Survey

A.  How First Learned About CCOHS Web Site

Respondents to the web site visitor survey started the survey with a closed-ended question about how they first heard about the CCOHS site. An "other specify" option was permitted. Internet search engines were used by 33% of visitors, general browsing on the Internet by 14%, and a teacher or professor or a link from another web site by 11% each. Referral from a coworker was selected by 11%, a government department or office by 8%, and CCOHS promotional materials by 5%.

Other mentions provided by respondents included having learned about the site while taking health and safety training, or through a union or professional association.

Exhibit III-A.1 below provides a graphical representation of findings displayed in more detail in Exhibit III-A.2

How First Learned About CCOHS Web Site graph

EXHIBIT III.A.1

Predictably, visitors from the United States and other counties are more reliant than Canadians on finding out about the site through search engines or web browsing, and less likely to have received referrals from coworkers or government departments, or from CCOHS promotional materials.

First-time visitors to the site are significantly more likely than other visitors to say they found the site through a search engine (43%). They are less likely to report referrals through co-workers (6%) or government departments (4%).

Those who indicate they had visited the site 10 or more times are least likely to report having located it through a search engine (15%) or browsing on the Internet (6%). They are far more likely than the average to report referral through a co-worker (23%) or a government department (12%). They are also the most likely visitors to have heard about the site through CCOHS promotional materials (12%).

Exhibit III.A.2 following shows results by region and by frequency of visits to the site.

Placement in search engines remains critical for CCOHS promotion. There may also be additional promotional opportunities available through government, health training delivery and professional organizations both inside and outside of Canada.

Go to top

EXHIBIT III-A.2

How First Learned About CCOHS Web Site

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

How did you first learn about the
CCOHS web site?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

From an Internet search engine

 

33

 

28

 

18

 

32

 

49

 

44

Browsing on the Internet

 

14

 

9

 

11

 

15

 

21

 

17

A link on another web site

 

11

 

10

 

15

 

9

 

11

 

10

A teacher or professor

 

11

 

12

 

14

 

8

 

5

 

13

Someone I work with

 

11

 

10

 

16

 

15

 

7

 

4

A government department or office

 

8

 

11

 

10

 

8

 

3

 

4

CCOHS promotional materials

 

5

 

8

 

7

 

5

 

1

 

-

Health and safety training

 

3

 

5

 

3

 

3

 

-

 

1

Union of professional association

 

2

 

1

 

3

 

2

 

-

 

2

Other mentions

 

2

 

3

 

1

 

2

 

2

 

2

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-A.2 (Cont'd)

How First Learned About CCOHS Web Site

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

How did you first learn about the
CCOHS web site?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

From an Internet search engine

 

33

 

43

 

30

 

27

 

15

Browsing on the Internet

 

14

 

17

 

15

 

13

 

6

A link on another web site

 

11

 

13

 

15

 

4

 

8

A teacher or professor

 

11

 

8

 

13

 

17

 

14

Someone I work with

 

11

 

6

 

9

 

4

 

23

A government department or office

 

8

 

4

 

11

 

13

 

12

CCOHS promotional materials

 

5

 

1

 

5

 

6

 

12

Health and safety training

 

3

 

3

 

1

 

2

 

3

Union of professional association

 

2

 

1

 

1

 

8

 

2

Other mentions

 

2

 

2

 

1

 

6

 

2

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p. 1

Go to top

B. Frequency of Visiting the CCOHS Web Site

That day's visit to the CCOHS web site was the first for 48% of visitors. Strikingly, 22% of visitors have been to the site 10 or more times. It is clear that, once discovered, the CCOHS site has sufficient information to attract many repeat visits. It was very likely to be the first visit for those from outside of Canada (74% US and 65% other countries).

Multiple visitors (10 or more visits) are most likely to be Canadian, with somewhat fewer being from Western Canada. The United States has the lowest incidence of 10+ visitors, with only 5%. See Exhibit III-B to see the breakdown of visit frequency by location.

 

EXHIBIT III-B

Frequency of Visits to CCOHS Web Site in Past Six Months

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

How many times have you visited the CCOHS Web Site in the past six months

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Today was my first time on this web site

 

48

 

32

 

34

 

46

 

74

 

65

2 to 5 times

 

21

 

23

 

25

 

25

 

12

 

15

6 to 9 times

 

8

 

10

 

8

 

7

 

8

 

6

10 or more times

 

22

 

32

 

33

 

20

 

5

 

10

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

Source: Web Site Visitors Survey Detailed Tables p. 2

Go to top

C. Locating Information

The CCOHS web site follows federal government website "look and feel" requirements in terms of navigation and layout. However, it is a very busy site with a plethora of information available, and it might be expected that a considerable percentage of visitors may not be able to locate what they require. Of course, it must be recognized that no one web site will be able to fulfill every single visitor's complete information needs.

When asked if they have found on the CCOHS web site the information they are seeking, 57% of visitors say yes, and 40% have not yet located the needed information. Only 4% say no. Exhibit III-C shows the results to this question with breaks by region and number of visits to the site.

It should be noted that this measure provides only a snapshot of the status at the time the respondent chose to take the survey. Many will continue to search for information after participating in the survey; and some may not have been searching for something specific but merely investigating to see what the site had available. It should be noted that, in a subsequent question, ease of finding information is an issue for a significant number of visitors.

Visitors from Eastern and Central Canada (62% each) are most likely to say they had found the information they were seeking; US visitors are least likely (46%). However, US visitors remain optimistic, with 53% selecting "not yet" as compared to only 1% indicating "no." Foreign visitors (57%) are slightly more likely than Western Canadians (53%) to say they had found their required information.

As can be expected, the likelihood of finding the required information increases with number of visits to the site. Over twice as many 10-time-or-more visitors (83%) indicate they found the information they were seeking, compared to first time visitors (34%).

EXHIBIT III-C

Whether Visitors Found the Information Sought

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Did you find the information you were looking for?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Yes

 

57

 

61

 

62

 

53

 

46

 

57

No

 

4

 

4

 

2

 

7

 

1

 

5

Not Yet

 

40

 

35

 

36

 

41

 

53

 

38

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-C (Cont'd)

Whether Visitors Found the Information Sought

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Did you find the information you were looking for?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Yes

 

57

 

34

 

73

 

79

 

83

No

 

4

 

5

 

2

 

4

 

2

Not Yet

 

40

 

60

 

24

 

17

 

14

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p. 3

Go to top

D. Satisfaction With and Importance of Web Site Features

1.   Satisfaction With Web Site Features

Visitors were asked to rate their level of satisfaction with 10 features of the web site, using a scale of 1 to 5 where 1 was "very dissatisfied" and 5 was "very satisfied." A "not applicable" option was also offered.

It should be noted that the average rating excludes any non response or "not applicable," but the satisfaction ratings are percentaged on all respondents to the question. This accounts for some apparent discrepancies, where "net satisfied" may seem lower than the average provided might suggest.

Visitors are most satisfied with the clarity of the wording (78% net satisfied), followed by the layout of the home page (70%), the scope of the information (69%) and the time required to navigate from page to page (68%). Lower levels of satisfaction are reported for ease of finding information (60%), the availability of free vs. paid information (61%) and the usefulness of links within the site (61%).

In general, satisfaction with web sites increases with the number of visits paid. This is both because those who are most likely to return are those who find what they need at the site, and because repeat visitors increase their familiarity with both the look and feel of the site and its offerings.

Western Canadians (who tend to be less frequent visitors of the site) generally express lower levels of satisfaction with web site features than visitors from other parts of Canada.

a)   Availability of free vs. paid information

Keeping in mind that most people would prefer not to have to pay for information, it appears that the CCOHS site strikes a reasonable balance in this area, with 61% of respondents expressing satisfaction with the availability of free vs. paid information. Those in Western Canada are least likely to be satisfied; still, 53% express some level of satisfaction. Eastern Canadians have the highest rate of satisfaction, at 68%.

Satisfaction with the availability of free vs. paid information increases with the number of times the site is visited, with 68% of those who have made 10 or more visits expressing satisfaction.

b)   Clarity of the wording

Over three-quarters of visitors (78%) are satisfied with the clarity of wording on the site. Those in eastern Canada are most satisfied, at 88%, and those in the US are least satisfied, at 68%. Satisfaction increases with repeat visits (95% of those visiting 10 or more times express some level of satisfaction with wording clarity).

c)   Layout of the home page

The CCOHS home page is very full of information, and it might be expected that some visitors would find it cluttered or confusing. However, 70% of visitors express some level of satisfaction with the home page layout. Those in Eastern and Central Canada are most satisfied (75% and 73% respectively), while those in Western Canada (69%), the US (64%) and other countries (65%) are less so. First-time users, however, express considerably less satisfaction (59%) than those visiting the site 6 or more times (83%).

d)   Time required to navigate from page to page

Internal navigation of the site is satisfactory for 68% of visitors, with those in Eastern Canada being more satisfied (74%) than those outside of Canada (64%). Again, those who pay multiple visits to the site are more satisfied than first-time users, with 77% of those visiting 6 times or more expressing some level of satisfaction, compared to 62% of first-timers.

e)   Ease of finding information

The ability of visitors to find the information they need is crucial to the success of the CCOHS web site. It appears there is room for improvement here. In total, 60% of visitors express some level of satisfaction with the ease of finding information on the site, with 38% satisfied and 22% very satisfied. However, 23% indicate they are neutral on this issue. A somewhat higher percentage of US visitors are satisfied with the ease of finding information (65%). First time visitors are least likely (53%) to be satisfied with the ease of finding information on the site.

f)     Scope of the information

CCOHS prides itself on the scope of the information it provides, and over two-thirds of web sites visitors agree. When asked their satisfaction with the scope of information provided, 69% express some level of satisfaction. Canadians are more likely to be satisfied than those from the US (62%) and elsewhere (60%). First time users are considerably less likely to say they are satisfied with the scope of information (58%) than multiple visitors (86% for those visiting 10 times or more).

g)   Usefulness of the links within the site

The CCOHS web site is quite complex, with some information requiring a number of links to access. Overall, 61% of visitors are satisfied with the usefulness of the links within the site. Those in Western Canada (58%), the US (53%) and elsewhere (57%) are somewhat less satisfied. Again, as expected, only half of first-time users express some level of satisfaction, compared to over three-quarters of multiple users (77% of those with 10 or more visits).

h)   Ease of use of the search engine

Visitors to busy sites rely on search engines to help locate the information they need. This is especially true for first-time users, who are less familiar with the site layout and organization than are repeat visitors.

Of total visitors to the site, 63% are satisfied with the ease of use of the search engine. Those in Eastern Canada are most satisfied (70%) while those in Western Canada are least satisfied (55%). First time users are less satisfied (54%) than multiple users (71% for those with between 2 and 9 visits, and 73% of those visiting 10 times or more).

i)     Relevance of the search results

Ease of use is only part of the story with search engines. The information they produce must be useful and relevant. When asked about this, 62% of visitors feel the search engine provides relevant results. This is fairly consistent regardless of location, although Western Canadians are somewhat less satisfied with response relevance (56%) and Eastern Canadians somewhat more satisfied (67%). As expected, first-time visitors are less satisfied, with 53%, compared with 75% of 10-or-more visit respondents.

j)     Usefulness of the help features/instructions

Respondents are less satisfied on the whole with the usefulness of help features and instructions on the site. Just over half (55%) indicate they are either somewhat or very satisfied with the help features. Central Canadians are most satisfied, at 60%, compared to 49% of Western Canadians. Satisfaction is uneven depending on number of visits to the site, with 50% of first time users being satisfied, a similar result to those visiting 6 to 9 times. However, those visiting two to 5 times (62%) and those visiting 10 or more times (61%) express more satisfaction with the help features and on-site instructions.

Go to top

EXHIBIT III-D1

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Availability of free vs. paid information

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

4

 

4

 

1

 

3

 

4

 

6

Dissatisfied (2)

 

8

 

7

 

8

 

12

 

3

 

6

Neutral (3)

 

17

 

15

 

19

 

21

 

12

 

16

Satisfied (4)

 

32

 

37

 

29

 

32

 

26

 

31

Very satisfied (5)

 

29

 

31

 

32

 

20

 

36

 

28

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

61

 

68

 

61

 

53

 

62

 

59

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.85

 

3.90

 

3.91

 

3.63

 

4.05

 

3.79

 

 

 

 

 

 

 

 

 

 

 

 

 

Clarity of the wording

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

1

 

1

 

2

 

6

Dissatisfied (2)

 

1

 

1

 

3

 

-

 

-

 

1

Neutral (3)

 

10

 

4

 

9

 

13

 

15

 

14

Satisfied (4)

 

43

 

48

 

47

 

52

 

29

 

36

Very satisfied (5)

 

35

 

40

 

35

 

27

 

39

 

34

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

78

 

88

 

82

 

79

 

68

 

70

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.17

 

4.28

 

4.19

 

4.12

 

4.20

 

4.00

 

 

 

 

 

 

 

 

 

 

 

 

 

Layout of the home page

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

3

 

-

 

2

 

2

 

4

Dissatisfied (2)

 

5

 

4

 

4

 

7

 

2

 

4

Neutral (3)

 

15

 

11

 

18

 

15

 

15

 

16

Satisfied (4)

 

45

 

50

 

48

 

52

 

34

 

38

Very satisfied (5)

 

25

 

26

 

25

 

17

 

30

 

27

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

70

 

75

 

73

 

69

 

64

 

65

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.93

 

3.96

 

3.99

 

3.80

 

4.05

 

3.88

 

 

 

 

 

 

 

 

 

 

 

 

 

Time required to navigate from page to page

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

-

 

2

 

3

 

7

Dissatisfied (2)

 

3

 

1

 

6

 

4

 

2

 

4

Neutral (3)

 

17

 

17

 

20

 

18

 

15

 

16

Satisfied (4)

 

44

 

50

 

46

 

52

 

32

 

36

Very satisfied (5)

 

25

 

23

 

24

 

17

 

33

 

28

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

68

 

74

 

69

 

69

 

64

 

64

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.91

 

3.95

 

3.93

 

3.85

 

4.04

 

3.81

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D1 (Continued)

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding information

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

1

 

2

 

2

 

5

Dissatisfied (2)

 

6

 

6

 

8

 

9

 

3

 

5

Neutral (3)

 

23

 

24

 

25

 

26

 

15

 

20

Satisfied (4)

 

38

 

43

 

37

 

41

 

30

 

35

Very satisfied (5)

 

22

 

17

 

23

 

15

 

35

 

24

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

60

 

61

 

60

 

56

 

65

 

59

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.77

 

3.70

 

3.77

 

3.62

 

4.08

 

3.76

 

 

 

 

 

 

 

 

 

 

 

 

 

Scope of the information

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

-

 

3

 

2

 

5

Dissatisfied (2)

 

4

 

3

 

4

 

6

 

3

 

4

Neutral (3)

 

16

 

13

 

18

 

13

 

17

 

18

Satisfied (4)

 

41

 

50

 

48

 

42

 

28

 

30

Very satisfied (5)

 

28

 

25

 

25

 

28

 

34

 

30

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

69

 

75

 

73

 

70

 

62

 

60

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.96

 

3.98

 

4.00

 

3.95

 

4.04

 

3.85

 

 

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the links within the site

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

3

 

1

 

-

 

2

 

4

Dissatisfied (2)

 

2

 

1

 

1

 

4

 

-

 

4

Neutral (3)

 

20

 

17

 

21

 

20

 

23

 

18

Satisfied (4)

 

39

 

43

 

46

 

42

 

29

 

31

Very satisfied (5)

 

22

 

25

 

21

 

17

 

24

 

25

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

61

 

68

 

67

 

58

 

53

 

57

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.91

 

3.96

 

3.92

 

3.87

 

3.93

 

3.84

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of use of the search engine

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

3

 

-

 

1

 

2

 

6

Dissatisfied (2)

 

3

 

1

 

4

 

5

 

3

 

2

Neutral (3)

 

17

 

13

 

20

 

21

 

13

 

16

Satisfied (4)

 

40

 

47

 

40

 

42

 

33

 

37

Very satisfied (5)

 

23

 

23

 

24

 

13

 

28

 

25

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

63

 

70

 

64

 

55

 

61

 

62

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.92

 

4.00

 

3.95

 

3.75

 

4.03

 

3.86

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D1 (Continued)

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Relevance of the search results

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

4

 

-

 

2

 

2

 

5

Dissatisfied (2)

 

5

 

2

 

6

 

8

 

2

 

5

Neutral (3)

 

17

 

16

 

19

 

19

 

15

 

18

Satisfied (4)

 

39

 

44

 

41

 

39

 

35

 

31

Very satisfied (5)

 

23

 

23

 

22

 

17

 

28

 

27

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

62

 

67

 

64

 

56

 

63

 

58

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.87

 

3.89

 

3.91

 

3.71

 

4.03

 

3.80

 

 

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the help features/instructions

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

-

 

1

 

3

 

6

Dissatisfied (2)

 

2

 

1

 

4

 

3

 

1

 

2

Neutral (3)

 

21

 

22

 

21

 

27

 

14

 

22

Satisfied (4)

 

35

 

37

 

39

 

37

 

29

 

33

Very satisfied (5)

 

20

 

18

 

21

 

12

 

27

 

22

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

55

 

55

 

60

 

49

 

57

 

55

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.83

 

3.79

 

3.92

 

3.71

 

4.01

 

3.74

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT III-D1 (Continued)

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Availability of free vs. paid information

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

4

 

4

 

3

 

2

 

3

Dissatisfied (2)

 

8

 

4

 

10

 

15

 

12

Neutral (3)

 

17

 

19

 

15

 

15

 

15

Satisfied (4)

 

32

 

25

 

41

 

38

 

35

Very satisfied (5)

 

29

 

29

 

26

 

31

 

33

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

61

 

54

 

67

 

69

 

68

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.85

 

3.91

 

3.81

 

3.81

 

3.85

 

 

 

 

 

 

 

 

 

 

 

Clarity of the wording

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

2

 

-

 

2

Dissatisfied (2)

 

1

 

1

 

2

 

-

 

-

Neutral (3)

 

10

 

14

 

9

 

13

 

3

Satisfied (4)

 

43

 

40

 

50

 

38

 

46

Very satisfied (5)

 

35

 

27

 

36

 

50

 

49

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

78

 

67

 

86

 

88

 

95

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.17

 

4.02

 

4.19

 

4.38

 

4.42

 

 

 

 

 

 

 

 

 

 

 

Layout of the home page

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

3

 

2

 

-

 

1

Dissatisfied (2)

 

5

 

4

 

5

 

4

 

4

Neutral (3)

 

15

 

17

 

14

 

13

 

13

Satisfied (4)

 

45

 

36

 

50

 

65

 

55

Very satisfied (5)

 

25

 

24

 

27

 

19

 

27

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

70

 

59

 

77

 

83

 

83

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.93

 

3.87

 

3.99

 

3.98

 

4.05

 

 

 

 

 

 

 

 

 

 

 

Time required to navigate from page to page

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

4

 

2

 

-

 

3

Dissatisfied (2)

 

3

 

4

 

3

 

4

 

2

Neutral (3)

 

17

 

15

 

19

 

19

 

18

Satisfied (4)

 

44

 

38

 

49

 

52

 

49

Very satisfied (5)

 

25

 

23

 

25

 

25

 

28

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

68

 

62

 

74

 

77

 

77

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.91

 

3.88

 

3.95

 

3.98

 

3.98

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D1 (Continued)

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding information

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

4

 

2

 

-

 

1

Dissatisfied (2)

 

6

 

7

 

6

 

4

 

5

Neutral (3)

 

23

 

21

 

23

 

23

 

26

Satisfied (4)

 

38

 

30

 

46

 

52

 

45

Very satisfied (5)

 

22

 

23

 

21

 

19

 

24

 

 

 

 

 

 

 

 

 

 

 

Net satisfied

 

60

 

53

 

67

 

71

 

68

 

 

 

 

 

 

 

 

 

 

 

Average (#)

 

3.77

 

3.72

 

3.81

 

3.87

 

3.85

 

 

 

 

 

 

 

 

 

 

 

Scope of the information

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

2

 

-

 

2

Dissatisfied (2)

 

4

 

4

 

3

 

4

 

3

Neutral (3)

 

16

 

18

 

17

 

17

 

9

Satisfied (4)

 

41

 

34

 

48

 

48

 

49

Very satisfied (5)

 

28

 

24

 

27

 

31

 

37

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

69

 

58

 

75

 

79

 

86

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.96

 

3.86

 

3.98

 

4.06

 

4.18

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the links within the site

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

2

 

2

 

-

 

1

Dissatisfied (2)

 

2

 

3

 

1

 

2

 

1

Neutral (3)

 

20

 

19

 

19

 

25

 

20

Satisfied (4)

 

39

 

33

 

44

 

38

 

49

Very satisfied (5)

 

22

 

18

 

26

 

29

 

28

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

61

 

50

 

70

 

67

 

77

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.91

 

3.81

 

4.00

 

4.00

 

4.05

 

 

 

 

 

 

 

 

 

 

 

Ease of use of the search engine

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

2

 

2

 

2

 

-

 

2

Dissatisfied (2)

 

3

 

2

 

2

 

6

 

3

Neutral (3)

 

17

 

16

 

14

 

19

 

19

Satisfied (4)

 

40

 

34

 

51

 

42

 

44

Very satisfied (5)

 

23

 

20

 

20

 

29

 

29

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

63

 

54

 

71

 

71

 

73

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.92

 

3.89

 

3.96

 

3.98

 

3.97

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT III-D1 (Continued)

Satisfaction With Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Relevance of the search results

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

3

 

2

 

2

 

2

Dissatisfied (2)

 

5

 

5

 

2

 

6

 

6

Neutral (3)

 

17

 

18

 

20

 

15

 

14

Satisfied (4)

 

39

 

30

 

44

 

46

 

51

Very satisfied (5)

 

23

 

23

 

23

 

27

 

24

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

62

 

53

 

67

 

73

 

75

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.87

 

3.84

 

3.89

 

3.93

 

3.94

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the help features/instructions

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

3

 

4

 

2

 

-

 

1

Dissatisfied (2)

 

2

 

3

 

1

 

-

 

2

Neutral (3)

 

21

 

17

 

23

 

33

 

24

Satisfied (4)

 

35

 

30

 

44

 

40

 

39

Very satisfied (5)

 

20

 

20

 

19

 

13

 

23

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (all respondents)

 

55

 

50

 

62

 

52

 

61

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.83

 

3.81

 

3.85

 

3.76

 

3.91

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p. 4-13

Go to top

2.   Importance of Web Site Features

Visitors rated the importance of each of 10 features of the web site, on a scale of 1 to 5 where 1 was "very unimportant" and 5 was "very important."

It should be noted that importance scores are typically quite high. In some cases the visitor will be thinking about this specific site, in others they may be thinking about web sites in general or about other sites they may have visited recently.

The features of a web site that visitors feel to be most important are ease of finding information (84%), the scope of information available (83%) and the clarity of the wording (82%). Lower levels of importance are assigned to layout of the home page (65%), usefulness of the help features (67%), and usefulness of links within the site (68%).

In general, visitors located in Eastern Canada are more likely to rate features as important than visitors from other parts of Canada, other countries and the US. First time visitors are less likely to rate features as important than visitors who returned to the site several times.

a)   Availability of free vs. paid information

Of the 78% of respondents who feel the availability of free vs. paid information on a web site is important, the majority indicate it is very important. Eastern Canadians are most likely to indicate this (86%) compared to Western Canadians (82%), Central Canadians (75%), those in the US (79%) and other countries (68%). Repeat visitors are considerably more likely to indicate this feature is important (88% for those with 10 or more visits) than first time visitors (70%).

b)   Clarity of the wording

Clarity of wording is a feature that most visitors consider important, with 82% indicating some level of importance. Again, those in Eastern Canada (90%) and those visiting the site 10 or more times (98%) are most likely to indicate that clarity of wording is important.

c)   Layout of the home page

Of the 10 features being rated, layout of the home page proved to be least important to web site visitors. Still, close to two-thirds of visitors feel it to be either important or very important. Foreign visitors (57%) and first-time visitors (59%) are least likely to feel that layout of the home page is important.

d)   Time required to navigate from page to page

As computer system capacities increase and faster Internet connections become more affordable and commonplace, time required to load and move between pages becomes less of a critical issue. Still, three-quarters of visitors to the CCPHS web site indicate that time to navigate from page to page is important. Those who have visited the site 10 or more times (87%) and visitors from Eastern Canada (81%) are most likely to indicate navigation time as important; first time visitors are least likely (70%).

e)   Ease of finding information

This was judged by visitors to be the most important of the features presented, with 84% indicating some level of importance, and 57% indicating it is very important. Again, Eastern Canadians and those visiting 10 or more times are most likely to indicate it is important.

f)     Scope of the information

Scope of information is of importance to 83% of visitors, with 55% indicating it is very important. It is of somewhat less importance to foreign (76%) and first-time visitors (74%).

g)   Usefulness of the links within the site

This was one of the areas deemed to be of lesser importance by customers, however, over two-thirds still feel it is of at least some importance. At this stage in web page development, most sites of this nature have been carefully designed and many visitors can take for granted that links on sites will take them where they expect to go.

h)   Ease of use of the search engine and relevance of the search results

Search engines become key when sites are as information-packed and complex as the CCOHS site. Close to three-quarters of visitors feel ease of use of the search engine is of importance, and 79% indicate that the relevance of the search results obtained is important. Not surprisingly, a higher percentage of frequent site visitors rate relevance of search results as "very important."

i)     Usefulness of the help features/instructions

Because many web site users are becoming more savvy at negotiating sites, they rate usefulness of help features and instructions as being important to a lesser degree than other site features. Still, 67% feel this has some level of importance. Those who visit more often are more likely to feel this is important than do first-time visitors, who may be only "looking around" and not seriously seeking assistance.

EXHIBIT III-D2

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Availability of free vs. paid information

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

2

 

3

 

2

 

3

 

6

Unimportant (2)

 

1

 

-

 

1

 

-

 

-

 

2

Neutral (3)

 

10

 

7

 

13

 

9

 

5

 

14

Important (4)

 

27

 

31

 

22

 

35

 

21

 

23

Very important (5)

 

52

 

55

 

52

 

46

 

59

 

45

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

78

 

86

 

75

 

82

 

79

 

68

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.34

 

4.44

 

4.32

 

4.34

 

4.49

 

4.11

 

 

 

 

 

 

 

 

 

 

 

 

 

Clarity of the wording

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

1

 

3

2

2

33

3

 

3

Unimportant (2)

 

1

 

1

 

-

 

1

 

-

 

3

Neutral (3)

 

9

 

6

 

8

 

9

 

11

 

10

Important (4)

 

34

 

37

 

34

 

34

 

26

 

36

Very important (5)

 

48

 

52

 

48

 

47

 

51

 

40

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

82

 

90

 

82

 

82

 

77

76

76

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.33

 

4.43

 

4.35

 

4.33

 

4.33

 

4.18

 

 

 

 

 

 

 

 

 

 

 

 

 

Layout of the home page

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

2

 

2

 

2

 

2

 

5

Unimportant (2)

 

2

 

2

 

1

 

2

 

1

 

4

Neutral (3)

 

24

 

22

 

22

 

24

 

27

 

24

Important (4)

 

42

 

50

 

43

 

40

 

35

 

36

Very important (5)

 

23

 

21

 

25

 

26

 

26

 

21

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

65

 

71

 

67

 

66

 

61

 

57

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.87

 

3.88

 

3.94

 

3.92

 

3.89

 

3.69

 

 

 

 

 

 

 

 

 

 

 

 

 

Time required to navigate from page to page

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

1

 

1

 

2

 

2

 

4

Unimportant (2)

 

1

 

2

 

1

 

1

 

1

 

2

Neutral (3)

 

13

 

12

 

14

 

14

 

13

 

13

Important (4)

 

43

 

48

 

48

 

42

 

37

 

36

Very important (5)

 

33

32

32

 

29

 

34

 

38

 

36

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

76

 

81

 

76

 

76

 

75

 

71

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.12

 

4.12

 

4.10

 

4.14

 

4.18

 

4.10

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D2 (Cont'd)

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding information

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

1

 

2

 

2

 

4

 

3

Unimportant (2)

 

1

 

1

 

1

 

-

 

-

 

3

Neutral (3)

 

6

 

4

 

7

 

7

 

8

 

7

Important (4)

 

27

 

27

 

27

 

27

 

27

 

27

Very important (5)

 

57

 

64

 

56

 

57

 

52

 

51

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

84

 

91

 

83

 

84

 

79

 

78

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.45

 

4.57

 

4.45

 

4.49

 

4.35

 

4.35

 

 

 

 

 

 

 

 

 

 

 

 

 

Scope of the information

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

2

 

2

 

2

 

3

 

4

Unimportant (2)

 

1

 

1

 

1

 

-

 

-

 

1

Neutral (3)

 

7

 

6

 

6

 

8

 

8

 

8

Important (4)

 

28

 

28

 

29

 

29

 

24

 

28

Very important (5)

 

55

61

61

 

55

 

55

 

57

 

48

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

83

 

88

 

84

 

83

 

80

 

76

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.42

 

4.48

 

4.45

 

4.44

 

4.43

 

4.28

 

 

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the links within the site

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

1

 

2

 

2

 

4

Unimportant (2)

 

3

 

3

 

3

 

2

 

3

 

2

Neutral (3)

 

19

 

21

 

16

 

20

 

17

 

21

Important (4)

 

36

 

40

 

39

 

37

 

36

 

28

Very important (5)

 

32

 

31

 

32

 

31

 

33

 

35

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

68

 

71

 

71

 

68

 

69

 

63

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.01

 

3.98

 

4.06

 

4.01

 

4.02

 

4.00

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of use of the search engine

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

1

 

2

 

2

 

2

 

4

Unimportant (2)

 

2

 

2

 

1

 

3

 

2

 

4

Neutral (3)

 

15

 

17

 

13

 

15

 

16

 

13

Important (4)

 

39

 

46

 

40

 

39

 

33

 

36

Very important (5)

 

34

 

31

 

34

 

33

 

38

 

34

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

73

 

77

 

74

 

72

 

71

 

70

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.09

 

4.06

 

4.14

 

4.08

 

4.12

 

4.04

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D2 (Cont'd)

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Relevance of the search results

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

3

 

2

 

2

 

2

 

3

Unimportant (2)

 

2

 

-

 

2

 

2

 

2

 

3

Neutral (3)

 

9

 

11

 

6

 

8

 

10

 

11

Important (4)

 

30

 

31

 

29

 

32

 

30

 

26

Very important (5)

 

49

 

52

 

50

 

48

 

47

 

48

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

79

 

83

 

79

 

81

 

77

 

74

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.32

 

4.34

 

4.38

 

4.33

 

4.29

 

4.26

 

 

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the help features/instructions

 

 

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

2

 

3

 

2

 

3

 

4

Unimportant (2)

 

2

 

2

 

1

 

5

 

1

 

3

Neutral (3)

 

20

 

26

 

15

 

17

 

23

 

20

Important (4)

 

35

 

39

 

36

 

35

 

34

 

30

Very important (5)

 

31

 

26

 

36

 

34

 

30

 

30

 

 

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

67

 

66

 

71

 

70

 

64

 

61

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.98

 

3.90

 

4.10

 

4.03

 

3.95

 

3.91

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT III-D2 (Cont'd)

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Availability of free vs. paid information

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

4

 

3

 

2

 

2

Unimportant (2)

 

1

 

1

 

-

 

-

 

-

Neutral (3)

 

10

 

11

 

9

 

8

 

9

Important (4)

 

27

 

22

 

32

 

21

 

34

Very important (5)

 

52

 

48

 

52

 

69

 

54

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

78

 

70

 

84

 

90

 

88

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.34

 

4.28

 

4.34

 

4.54

 

4.41

 

 

 

 

 

 

 

 

 

 

 

Clarity of the wording

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

3

 

-

 

1

Unimportant (2)

 

1

 

1

 

1

 

2

 

1

Neutral (3)

 

9

 

10

 

12

 

8

 

1

Important (4)

 

34

 

31

 

35

 

31

 

42

Very important (5)

 

48

 

43

 

47

 

58

 

56

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

82

 

74

 

82

 

90

 

98

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.33

 

4.28

 

4.24

 

4.46

 

4.52

 

 

 

 

 

 

 

 

 

 

 

Layout of the home page

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

3

 

4

 

-

 

1

Unimportant (2)

 

2

 

3

 

2

 

2

 

1

Neutral (3)

 

24

 

23

 

28

 

23

 

21

Important (4)

 

42

 

34

 

42

 

54

 

55

Very important (5)

 

23

 

25

 

22

 

21

 

23

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

65

 

59

 

64

 

75

 

78

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.87

 

3.86

 

3.78

 

3.94

 

3.98

 

 

 

 

 

 

 

 

 

 

 

Time required to navigate from page to page

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

2

 

2

 

1

Unimportant (2)

 

1

 

2

 

2

 

-

 

1

Neutral (3)

 

13

 

13

 

15

 

15

 

11

Important (4)

 

43

 

37

 

52

 

44

 

50

Very important (5)

 

33

 

34

 

27

 

40

 

37

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

76

 

70

 

78

 

83

 

87

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.12

 

4.13

 

4.03

 

4.19

 

4.22

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-D2 (Cont'd)

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding information

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

2

 

-

 

1

Unimportant (2)

 

1

 

1

 

2

 

2

 

1

Neutral (3)

 

6

 

7

 

10

 

4

 

2

Important (4)

 

27

 

25

 

29

 

40

 

27

Very important (5)

 

57

 

52

 

55

 

54

 

71

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

84

 

77

 

84

 

94

 

97

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.45

 

4.41

 

4.36

 

4.46

 

4.65

 

 

 

 

 

 

 

 

 

 

 

Scope of the information

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

3

 

2

 

2

 

2

Unimportant (2)

 

1

 

-

 

1

 

2

 

-

Neutral (3)

 

7

 

9

 

10

 

4

 

-

Important (4)

 

28

 

26

 

29

 

35

 

29

Very important (5)

 

55

 

49

 

57

 

56

 

69

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

83

 

74

 

86

 

92

 

98

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.42

 

4.35

 

4.41

 

4.42

 

4.62

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the links within the site

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

3

 

2

 

-

 

1

Unimportant (2)

 

3

 

2

 

2

 

8

 

2

Neutral (3)

 

19

 

19

 

18

 

27

 

17

Important (4)

 

36

 

30

 

43

 

31

 

48

Very important (5)

 

32

 

32

 

32

 

31

 

32

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

68

 

62

 

75

 

63

 

80

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.01

 

4.00

 

4.07

 

3.87

 

4.09

 

 

 

 

 

 

 

 

 

 

 

Ease of use of the search engine

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

2

 

-

 

2

Unimportant (2)

 

2

 

2

 

4

 

4

 

1

Neutral (3)

 

15

 

16

 

16

 

19

 

8

Important (4)

 

39

 

33

 

43

 

38

 

53

Very important (5)

 

34

 

34

 

31

 

38

 

36

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

73

 

67

 

73

 

75

 

89

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.09

 

4.08

 

4.02

 

4.11

 

4.21

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT III-D2 (Cont'd)

Importance of Web Site Features

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Features of Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Relevance of the search results

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

2

 

2

 

2

 

2

 

2

Unimportant (2)

 

2

 

2

 

2

 

2

 

2

Neutral (3)

 

9

 

12

 

13

 

8

 

2

Important (4)

 

30

 

29

 

26

 

31

 

36

Very important (5)

 

49

 

43

 

52

 

54

 

59

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

79

 

72

 

78

 

86

 

95

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

4.32

 

4.25

 

4.31

 

4.36

 

4.50

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the help features/instructions

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

3

 

3

 

2

 

-

 

2

Unimportant (2)

 

2

 

2

 

3

 

8

 

1

Neutral (3)

 

20

 

18

 

19

 

25

 

25

Important (4)

 

35

 

32

 

36

 

33

 

43

Very important (5)

 

31

 

32

 

34

 

31

 

27

 

 

 

 

 

 

 

 

 

 

 

Net important (all respondents)

 

67

 

64

 

69

 

65

 

71

 

 

 

 

 

 

 

 

 

 

 

Average (excludes not applicable)

 

3.98

 

4.02

 

4.01

 

3.89

 

3.94

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p. 14-23

Go to top

3.   GAP Analysis - Performance VS Importance of Various Features

To better understand the areas of strength and weakness in the CCOHS web visitor experience, we conducted a GAP analysis. The GAP score is calculated by subtracting the average importance score from the average performance score. Thus, a negative score indicates underperformance on that particular feature, whereas a positive score indicates overperformance.

The GAP analysis indicates if the web site is underperforming on any key visitor priorities. When gap scores are mostly negative, improvement efforts should be directed primarily at those features identified as being most important to visitors. Positive gap scores are not necessarily to be taken as a good thing, as it may indicate that too many resources are being directed to some areas deemed to be of lesser importance.

For this unique web site, comparisons with other sites are difficult to make. However, based on our experience, it is normal for respondents to rate most features as quite important, and it is difficult if not impossible for web sites to achieve satisfaction scores in the same range. However, the CCOHS site does in fact achieve very impressive performance scores. Most gaps are quite small. CCOHS is advised to concentrate on the four areas where the gaps are largest (0.45 or greater). Exhibit III-D3.1 shows the gaps for the web site attributes in priority of their importance.

The largest gap is between the rated performance and importance of what visitors consider the most important of the 10 features discussed: ease of finding information. As mentioned earlier, the CCOHS web site content is extensive and it can be expected that some visitors may find it challenging to locate the information they seek. Even though some related features have higher satisfaction ratings (layout of the home page, ease of use of the search engine, usefulness of the links within the site), it appears there is considerable room for improvement in guiding visitors through the site to the information they seek.

There is a smaller but nonetheless notable gap for the second most important feature, scope of the information on the site.

For the third most important feature, clarity of the wording, the performance of the CCOHS site is closer to the rated importance.

The only feature for which the site received a slightly higher performance ranking than its importance was layout of the home page. The CCOHS web site is therefore not overperforming in any of these areas.

EXHIBIT III-D3.1

Web Site Attribute GAP Analysis

 

 

Satisfaction

 

Importance

 

GAP

Priority

Web Site Attribute

Index

 

Index

 

 

1

Ease of finding information

3.77

 

4.45

 

-0.68

2

Scope of the information

3.96

 

4.42

 

-0.46

3

Clarity of the wording

4.17

 

4.33

 

-0.16

4

Availability of free versus paid information

3.85

 

4.34

 

-0.49

5

Relevance of the search results

3.87

 

4.32

 

-0.45

6

Time required to navigate from page to page

3.91

 

4.12

 

-0.21

7

Ease of use of the search engine

3.92

 

4.09

 

-0.17

8

Usefulness of the links within the site

3.91

 

4.01

 

-0.10

9

Usefulness of the help features and instructions

3.83

 

3.98

 

-0.15

10

Layout of the home page

3.93

 

3.87

 

0.06

Exhibit III-D3.2 is a graphical representation of the gap analysis described above. Anything above the X axis indicates a positive gap (overperforming) and anything below the gap indicates underperforming. Attributes appearing closest to the X axis indicate small gaps, where performance is close to importance for that attribute.

Attributes to the right of the Y axis are deemed more important that those to the left. The attributes of greatest concern are the ones that appear furthest away from the X axis in either the upper left or lower right quadrants. In the upper left would appear any attributes deemed less important where the web site is overperforming, thus potentially wasting effort and resources. This is not an area of concern for CCOHS. In the lower right are the more important attributes where the web site is underperforming. In the case of the CCOHS web site, you can see that "ease of finding information" is the most important aspect and has the greatest gap.

When identifying areas for improvement or investment, it is generally of lesser concern if the site is overperforming on the most important attributes (upper right quadrant) or under-performing on the less important attributes (lower left quadrant). The CCOHS web site is only slightly underperforming on the less important attributes (showing small gaps, closer to the X axis).

Go to top

EXHIBIT III-D3.2
Web Site Attribute GAP Analysis

Web Site Attribute GAP Analysis Graph

E.  Overall Satisfaction with the Web Site

Over three quarters of visitors to the CCOHS web site indicate they are satisfied with the site (77%). Eleven per cent claim to be neutral about it. Only 6% express dissatisfaction, with 4% indicating they are very dissatisfied.

As mentioned before, the CCOHS web site is quite unique in the enormous array of technical information it conveys and the huge variety of clients it serves. Although it is difficult in the absence of meaningful benchmarks to make strict comparisons with satisfaction results for other web sites, we can state that to have three-quarters of visitors satisfied is a very positive result.

As was the case when discussing satisfaction with various site features, visitors from Eastern Canada tend to be more satisfied (84%) than those from Central Canada (80%) or Western Canada (76%), US (73%) or foreign visitors (70%). Also falling into line with previously reported results, first time visitors are less satisfied overall with the site (65%) than the average, and much less so than multiple visitors. Those who visit the site the most often are, not surprisingly, the most satisfied with it, at 93%.

 

EXHIBIT III-E

Overall Satisfaction with the CCOHS Web Site

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Overall Satisfaction with CCOHS Web Site

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

4

 

4

 

1

 

4

 

1

 

7

Dissatisfied (2)

 

3

 

1

 

2

 

4

 

2

 

4

Neutral (3)

 

11

 

9

 

11

 

13

 

9

 

11

Satisfied (4)

 

44

 

47

 

44

 

54

 

35

 

40

Very satisfied (5)

 

33

 

37

 

36

 

22

 

38

 

30

 

 

 

 

 

 

 

 

 

 

 

 

 

Net satisfied

 

77

 

84

 

80

 

76

 

73

 

70

 

 

 

 

 

 

 

 

 

 

 

 

 

Average (#)

 

4.07

 

4.13

 

4.17

 

3.90

 

4.26

 

3.91

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT III-E (Cont'd)

Overall Satisfaction with the CCOHS Web Site

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Overall Satisfaction

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

4

 

4

 

2

 

4

 

3

Dissatisfied (2)

 

3

 

4

 

1

 

2

 

2

Neutral (3)

 

11

 

15

 

11

 

6

 

2

Satisfied (4)

 

44

 

41

 

48

 

42

 

49

Very satisfied (5)

 

33

 

24

 

37

 

46

 

44

 

 

 

 

 

 

 

 

 

 

 

Net satisfied

 

77

 

65

 

86

 

88

 

93

 

 

 

 

 

 

 

 

 

 

 

Average (#)

 

4.07

 

3.89

 

4.18

 

4.23

 

4.30

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p. 24

Go to top

F.  Suggested Improvements to the Web Site

Twenty-four per cent of visitors believe the web site needs no improvement. Fifty-four percent offered no opinion (stated "don't know"), which is not unexpected given that it was the first visit to the site for many. Suggestions or comments were provided by 22%. This is quite typical of web site surveys, where few respondents will necessarily have given much thought to possible improvements to the site, or be willing to invest the time to delineate these.

First-time visitors were most likely to say "don't know" (61%), which is not surprising, but were not less likely to say the site needs no improvement (23%, compared to 23% of those visiting 10 or more times).

Suggestions for improvement included the following:

More information - 6%

Free information/free services/site/resources - 3%

Better layout/too cluttered/busy - 2%

Better/easier search options -2%

User friendly/easier to use - 2%

Updated information - 2%

Information more relevant - 1%

Go to top

G.Demographics of web site visitors

Respondents to the web site satisfaction survey were asked a number of demographics questions to assist in classifying their responses.

1.   Main Role in Organization

We asked respondents to indicate their main role in their organization. A list of 11 possible roles was provided, along with an "other specify" option.

"Safety" was selected by 35% of respondents and "executive/management" by 11%, with other roles receiving less than 10% of mentions.

Roles provided by those indicating "other" included student, education/training and health.

2.   Type of Organization

A list of types of organizations was provided, along with an "other specify" option. Manufacturing (22%) and government (16%) were the most frequently cited types, followed by Service Sector and Education (12% each) and Health Care Facilities (9%).

3.   Location

Respondents were asked their location, with options provided being Eastern Canada, Central Canada, Western Canada, USA and Other. Almost half of respondents came from Eastern or Central Canada (24% each). Western Canada was the location of 18%, the US 15%, and "Other" was selected by 19%.

4.   Entry into Draw

We asked respondents if they wished to be entered into the draw for a free year's subscription to a database service. Entry into the draw involved the provision of, at minimum, an e-mail address. A slim majority of respondents (59%) indicated they wished to be entered into the draw.

5.   Participation In Future Research

Respondents were asked if they would be willing to participate in further research to improve the CCOHS web site, and that this research could involve either focus groups or future surveys. Just under half (42%) of respondents agreed to participate in future research.

EXHIBIT III-F

Demographics of Web Site Visitors

 

Total Visitors

 

 

 

 

Location

 

 

Total

 

Eastern Canada

 

Central Canada

 

Western Canada

 


US

 


Other

Base = (Actual)

 

(603)
%

 

(145)
%

 

(143)
%

 

(108)
%

 

(92)*
%

 

(115)
%

 

 

 

 

 

 

 

 

 

 

 

 

 

Main Role in Organization

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Safety

 

35

 

37

 

39

 

33

 

25

 

36

Executive/management

 

11

 

12

 

11

 

3

 

14

 

13

Production/operations

 

8

 

10

 

7

 

11

 

4

 

4

Medical

 

8

 

7

 

7

 

4

 

9

 

11

Engineering

 

5

 

5

 

4

 

9

 

2

 

6

Student

 

5

 

4

 

4

 

2

 

7

 

7

Industrial hygiene

 

4

 

4

 

4

 

5

 

4

 

4

Chemistry/science/research

 

4

 

2

 

3

 

5

 

8

 

3

Regulatory compliance

 

3

 

3

 

2

 

2

 

9

 

1

Education/training

 

3

 

3

 

3

 

3

 

-

 

4

Health

 

3

 

1

 

4

 

5

 

1

 

2

Library

 

2

 

2

 

1

 

3

 

3

 

1

 

 

 

 

 

 

 

 

 

 

 

 

 

Type of Organization

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Manufacturer/goods/production

 

22

 

19

 

27

 

19

 

27

 

16

Government

 

16

 

20

 

19

 

19

 

13

 

9

Service sector

 

12

 

15

 

11

 

11

 

13

 

10

Education

 

12

 

6

 

8

 

10

 

13

 

23

Hospital/health care facility

 

9

 

9

 

9

 

7

 

11

 

10

Consulting/marketing

 

6

 

6

 

4

 

10

 

4

 

6

Other not-for-profit/association

 

5

 

5

 

7

 

7

 

5

 

2

Health and safety organization

 

5

 

6

 

2

 

3

 

-

 

12

Student

 

3

 

5

 

3

 

-

 

3

 

4

Construction

 

2

 

1

 

1

 

3

 

1

 

2

 

 

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT III-F (Cont'd)

Demographics of Web Site Visitors

 

Total Visitors

 

 

 

 

Site Visit Frequency

 

 

Total

 

First Time

 


2 to 5

 


6 to 9

 

10 or more

Base = (Actual)

 

(603)
%

 

(288)
%

 

(124)
%

 

(48)**
%

 

(132)
%

 

 

 

 

 

 

 

 

 

 

 

Main Role in Organization

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Safety

 

35

 

23

 

37

 

31

 

57

Executive/management

 

11

 

12

 

13

 

13

 

5

Production/operations

 

8

 

10

 

8

 

6

 

2

Medical

 

8

 

9

 

6

 

10

 

5

Engineering

 

5

 

8

 

4

 

2

 

2

Student

 

5

 

8

 

3

 

2

 

1

Industrial hygiene

 

4

 

2

 

2

 

8

 

9

Chemistry/science/research

 

4

 

5

 

4

 

2

 

2

Regulatory compliance

 

3

 

3

 

3

 

6

 

2

Education/training

 

3

 

2

 

2

 

6

 

3

Health

 

3

 

1

 

2

 

4

 

5

Library

 

2

 

2

 

3

 

2

 

-

 

 

 

 

 

 

 

 

 

 

 

Type of Organization

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Manufacturer/goods/production

 

22

 

18

 

24

 

10

 

30

Government

 

16

 

11

 

20

 

19

 

23

Service sector

 

12

 

14

 

13

 

10

 

11

Education

 

12

 

14

 

10

 

21

 

6

Hospital/health care facility

 

9

 

10

 

9

 

8

 

8

Consulting/marketing

 

6

 

7

 

4

 

6

 

5

Other not-for-profit/association

 

5

 

7

 

7

 

2

 

1

Health and safety organization

 

5

 

4

 

4

 

10

 

5

Student

 

3

 

5

 

2

 

4

 

1

Construction

 

2

 

1

 

2

 

4

 

1

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Web Site Visitors Survey Detailed Tables p.26-27, 28-29

IV. General Summary: Customer Survey

A.  Products or Services Used in Past Year

All who visited the online survey of customers were asked about CCOHS products and services that they or someone else in their organization had used or purchased in the past year.

The most frequently cited was free web services, information and products, such as OSH Answers and INCHEM, with 43% of respondents indicating this had been used in the past year. The least used service is the HS Canada Internet mailing list, with 7% of customers reporting its use in the past year. Exhibit IV-A.1 below illustrates a summary of the information presented in the table at Exhibit IV-A.2.

EXHIBIT IV-A.1

Use of CCOHS Products and Services graph

CCOHS was interested in learning about which of their other products were being used by their clients in each of the four product and service categories. As mentioned earlier in this report, invitations were sent to customers of the following four types of products/services: Inquiries Service, Pay for Use Web Services, Pay for use CD/DVD and Print Publications. It should be noted that, although a customer is classified for survey purposes as being a user of a particular product or service, some are purchasers and others are actual end users, and they may not be aware of all of the use of CCOHS products or services in their organization. They may also not readily recognize into which category their specific item falls. Thus, we do not see 100% use for Inquiries Service among Inquiries customers, and so on. Exhibit IV-A.2 provides breakdowns of the responses to this question by product type, and also by region and number of employees in the firm.

Inquiries service users are somewhat more likely (28%) to report using the client services and HELPLINE service (1-800 and e-mail) than customers of other services. Similarly, they are the most likely to report using free web services (60%) and to be on the HS Canada internet mailing list (12%). However, they are marginally less likely to report use of the Health and Safety report newsletter (17%).

We examined regional similarities and differences in product and services use to see if customers from specific regions favour certain ones. There is no set pattern to note. Customers from the Atlantic and Quebec report more use of the Health and Safety Report e-newsletter and of print publications than do other Canadian customers. Ontarians and British Columbians report somewhat higher use of the HS Canada Internet mailing list. . US visitors are least likely to report using most services, except for Pay for Use CD-ROM (54%) and Pay for Use Web Services (43%), of which they are in fact most likely to report use.

We also analyzed products and services used by reported size of organization. The largest firms (100+ employees) are most likely to report use of free web services (47%, compared to 43% overall), pay for use web services (48%, compared to 34% overall) and pay for use CD-ROM or DVD servces (34%, compared to 29% overall). They are least likely to report using the Inquiries Service (18%, compared to 27% overall). The smallest firms (1 to 49 employees) report the highest incidence of using the Inquiries Service (36%).

Go to top

EXHIBIT IV-A.2

Products/Services Used in Past Year

 

Total Customers

 

 

 

 

Product Type

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(549)
%

 

(114)
%

 

(166)
%

 

(114)
%

 

(155)
%

 

 

 

 

 

 

 

 

 

 

 

CCOHS products/services used in past year

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Inquiries Service, free and confidential OSH inquiries 1-800 line or e-mail

 

27

 

75

 

15

 

6

 

20

Client Services and HELPLINE Service
1-800 and e-mail

 

15

 

28

 

11

 

12

 

10

Free Web Services - information and products, e.g. OSH Answers, INCHEM, etc.

 

43

 

60

 

44

 

21

 

45

Pay for Use Web Services - Web Information Services databases & collections, e.g. MSDS, CHEMpendium, etc.

 

34

 

11

 

92

 

11

 

8

Pay for use CD-ROM or DVD Services, e.g. CCINFOdisc, Legislation series, etc.

 

29

 

6

 

18

 

95

 

10

Print Publications

 

36

 

27

 

10

 

11

 

90

"HS Canada" Internet mailing list

 

7

 

12

 

9

 

4

 

4

"Health and Safety Report" e-newsletter

 

20

 

17

 

24

 

18

 

21

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-A.2 (CONT'D)

Products/Services Used in Past Year

 

Total Customers

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(549)

 

(48)**

 

(58)*

 

(213)

 

(97)*

 

(54)*

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CCOHS products/services used in past year

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Inquiries Service, free and confidential OSH inquiries 1-800 line or e-mail

 

27

 

33

 

28

 

34

 

30

 

24

 

3

Client Services and HELPLINE Service
1-800 and e-mail

 

15

 

19

 

26

q

16

 

12

 

7

 

8

Free Web Services - information and products, e.g. OSH Answers, INCHEM, etc.

 

43

 

54

 

38

 

48

 

46

 

41

 

23

Pay for Use Web Services - Web Information Services databases & collections, e.g. MSDS, CHEMpendium, etc.

 

34

 

31

 

33

 

31

 

35

 

39

 

43

Pay for use CD-ROM or DVD Services, e.g. CCINFOdisc, Legislation series, etc.

 

29

 

33

 

26

 

24

 

22

 

26

 

54

Print Publications

 

36

 

48

 

45

 

41

 

40

 

33

 

8

"HS Canada" Internet mailing list

 

7

 

6

 

3

 

11

 

3

 

11

 

3

"Health and Safety Report" e-newsletter

 

20

 

31

 

31

 

19

 

18

 

24

 

10

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT IV-A.2 (CONT'D)
Products/Services Used in Past Year

 

Total Customers

 

 

 

 

 

# FT Employees

 

 

 

Total

 

1-49

 

50-199

 

200-999

 

1000+

Base = (Actual)

 

(549)
%

 

(136)
%

 

(111)
%

 

(144)
%

 

(145)
%

 

 

 

 

 

 

 

 

 

 

 

CCOHS products/services used in past year

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Inquiries Service, free and confidential OSH inquiries 1-800 line or e-mail

 

27

 

36

 

23

 

27

 

18

Client Services and HELPLINE Service
1-800 and e-mail

 

15

 

17

 

13

 

18

 

11

Free Web Services - information and products, e.g. OSH Answers, INCHEM, etc.

 

43

 

40

 

41

 

42

 

47

Pay for Use Web Services - Web Information Services databases & collections, e.g. MSDS, CHEMpendium, etc.

 

34

 

24

 

30

 

38

 

48

Pay for use CD-ROM or DVD Services, e.g. CCINFOdisc, Legislation series, etc.

 

29

 

25

 

31

 

29

 

34

Print Publications

 

36

 

41

 

36

 

35

 

33

"HS Canada" Internet mailing list

 

7

 

4

 

6

 

8

 

9

"Health and Safety Report" e-newsletter

 

20

 

17

 

15

 

23

 

26

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source:Customer Survey Detailed Tables - pg. 1

<

Go to top

B. Recognition of Product or Service In Data File

All products and services in the sample file were assigned to one of four product codes, as described earlier in the Sampling section. If the respondent did not select the product or service in Question 1 that corresponded with the product or service in the sample file, they were asked Q1A, that is, if they had ordered or used the specific product or service name. If they did not recognize this product or service (which was also specifically named in the advance letter they received from CCOHS), they were skipped over specific questions about satisfaction with that product or service.

Of the 62 respondents who failed to choose the correct product or service type in the first question, 53% indicated they had not ordered the product or service in the sample file or indicated they did not know. As it was felt unlikely that persons who did not recall receiving or using this product would be able to discuss it in depth, these respondents were skipped to the demographic section. Those who did agree they had ordered or used the product or service named in the sample file were returned to the regular survey.

C. Number of People in Organization Using or Benefiting from CCOHS Product/Service

We asked respondents how many persons in their organizations either used or benefited from the product or service in question. "Use" and "benefit from" denote different things, and clearly some respondents chose to adopt the broadest possible meaning. This might mean that, for example, use of a CCOHS print publication resulted in the formation of a company policy that benefited all of the employees in a company.

Still, in half of CCOHS customer organizations, only 1 to 10 persons use or benefit from the product or service in question. The percentage is somewhat higher for Pay for Use CD/DVD customers and lower for print publications. A higher percentage of customers in the Atlantic Region and the Prairies indicated the product or service they obtained is used by or benefits 51 to 100 persons. Quebec is the region reporting the lowest average number of persons benefiting from the CCOHS product or service. The results for this question are presented in Exhibit IV-C.

EXHIBIT IV-C

Number of People in Organization Who Use/Benefit From Product/Service

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Number of people in organization who use/benefit from product/service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 10

 

51

 

55

 

50

 

63

 

40

11 to 20

 

7

 

5

 

6

 

5

 

11

21 to 50

 

10

 

9

 

5

 

7

 

17

51 to 100

 

9

 

3

 

11

 

9

 

11

101 to 200

 

5

 

2

 

6

 

5

 

5

201 to 500

 

5

 

4

 

4

 

6

 

3

501 to 1,000

 

2

 

4

 

4

 

-

 

1

Over 1,000

 

6

 

4

 

11

 

4

 

5

Average

 

157.9

 

142.4

 

231.7

 

97.4

 

133.6

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-C (CONT'D)

Number of People in Organization Who Use/Benefit From Product/Service

 

Total Customers Who Recall Product/Service

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(516)

 

(48)**

 

(56)*

 

(194)

 

(88)*

 

(51)*

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Number of people in or-gan-i-zation who use/ benefit from product/ service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 10

 

51

 

33

 

66

 

53

 

39

 

43

 

67

11 to 20

 

7

 

4

 

11

 

10

 

7

 

4

 

3

21 to 50

 

10

 

13

 

11

 

7

 

14

 

12

 

8

51 to 100

 

9

 

15

 

5

 

9

 

15

 

6

 

3

101 to 200

 

5

 

4

 

4

 

5

 

6

 

4

 

4

201 to 500

 

5

 

8

 

-

 

3

 

6

 

12

 

4

501 to 1,000

 

2

 

2

 

2

 

4

 

2

 

-

 

1

Over 1,000

 

6

 

8

 

2

 

6

 

8

 

10

 

6

Average

 

157.9

 

221.3

 

58.2

 

148.6

 

192.3

 

227.7

 

138.7

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Customer Survey Detailed Tables - pg. 5

Go to top

D. Frequency of Use

Frequency of use of CCOHS products varies substantially depending on the product, as some are designed as periodic, as-needed reference tools and some are likely to be consulted more often.

When asked how frequently they or someone else in their organization uses the CCOHS product or service in question, 38% indicated they use it every two weeks or more often. Only seven percent of customers report using the product or service daily. The daily use percentage is higher for Pay for Use product customers, who are also most likely to report that the product or service is used every week. Inquiries Service users report less frequent use (once a month or less), which is not unexpected as this service is typically sought on an as-needed basis (Exhibit IV-D).

 

EXHIBIT IV-D

Frequency of Product/Service Use

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

How frequently do you or someone else in your organization use the product/service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Daily

 

7

 

3

 

12

 

11

 

2

Every week

 

19

 

1

 

32

 

32

 

5

Every 2 weeks

 

12

 

3

 

17

 

15

 

8

Once a month

 

26

 

23

 

22

 

30

 

29

Every 6 months

 

13

 

25

 

7

 

10

 

16

Once a year or less

 

9

 

21

 

2

 

2

 

16

Don't know

 

14

 

24

 

8

 

1

 

25

 

 

 

 

 

 

 

 

 

 

 

Go to top

E.  Media/Format Used and Preferred

Users of products or services other than the Inquiries Service (which has no choice of format) were asked about the media or formats in which they currently receive their product, and what media or formats they might prefer.

The World Wide Web/Internet is the most common current format at 37%, closely followed by print publications (34%). CD-ROM is used by 25%, while DVD, corporate intranet and e-mail are currently used by only a handful of customers.

Customers located in the US are less likely to report use of print publications than Canadians; over half of US customers receive their product on CD-ROM. The Internet tends to be cited slightly more by Western customers as the media current used. Atlantic and Quebec customers report the highest use of print publications.

When asked in which media or format they would prefer to receive the same product or service, there is a definite willingness to accept more high-tech information delivery solutions. The Internet remains the top choice, with a few more proponents at 42%. However, second is CD-ROM at 27%, followed by print publications (20%). E-mail, corporate intranet and DVD also gain some favour. It should be noted that 9% of respondents said they did not know what media or format they might prefer. Exhibit IV-E.1 below summarizes the findings from these two questions, presented in more detail in Exhibit IV-E.2 and IV-E.3.

EXHIBIT IV-E.1

Media/Formats Currently Used and Preferred graph

EXHIBIT IV-E.2

Media/Formats Used Currently

 

Non-Inquiries Customers

 

 

 

 

 

Product Type

 

 

 

Total

 

 

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(424)
%

 

 

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

In what media or format(s) do you currently receive (PRODUCT)?[2]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Print publication

 

34

 

 

 

6

 

1

 

90

CD-ROM

 

25

 

 

 

3

 

86

 

2

DVD

 

3

 

 

 

1

 

12

 

-

Corporate Intranet

 

2

 

 

 

4

 

1

 

1

WWW/Internet

 

37

 

 

 

88

 

6

 

7

E-mail

 

4

 

 

 

4

 

3

 

3

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-E.2 (CONT'D)

Media/Formats Used Currently

 

Non-Inquiries Customers

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(424)

 

(40)**

 

(45)*

 

(150)

 

(70)*

 

(40)**

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In what media or format(s) do you currently receive (PRODUCT)?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Print publication

 

34

 

48

 

49

 

41

 

37

 

30

 

6

CD-ROM

 

25

 

18

 

13

 

20

 

19

 

20

 

51

DVD

 

3

 

5

 

4

 

1

 

6

 

3

 

4

Corporate Intranet

 

2

 

-

 

4

 

1

 

4

 

3

 

1

WWW/Internet

 

37

 

28

 

29

 

37

 

40

 

48

 

39

E-mail

 

4

 

5

 

2

 

5

 

4

 

5

 

-

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Customer Survey Detailed Tables - pg. 142

Go to top

EXHIBIT IV-E.3

Media/Formats Preferred

 

Non-Inquiries Customers

 

 

 

 

 

Product Type

 

 

 

Total

 

 

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(424)
%

 

 

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

In what media or format(s) would you prefer to receive (PRODUCT)?[3]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Print publication

 

20

 

 

 

4

 

1

 

50

CD-ROM

29

27

 

 

 

4

 

62

 

25

DVD

 

9

 

 

 

2

 

19

 

8

Corporate Intranet

 

8

 

 

 

9

 

6

 

7

WWW/Internet

 

42

 

 

 

76

 

22

 

21

E-mail

 

14

 

 

 

12

 

5

 

23

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-E.3 (CONT'D)

Media/Formats Preferred

 

Non-Inquiries Customers

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(424)

 

(40)**

 

(45)*

 

(150)

 

(70)*

 

(40)**

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In what media or format(s) would you prefer to receive (PRODUCT)?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Print publication

 

20

 

25

 

38

 

19

 

27

 

18

 

3

CD-ROM

 

27

 

23

 

16

 

27

 

19

 

30

 

41

DVD

 

9

 

15

 

2

 

9

 

10

 

5

 

9

Corporate Intranet

 

8

 

8

 

7

 

8

 

7

 

10

 

6

WWW/Internet

 

42

 

38

 

47

 

42

 

36

 

40

 

48

E-mail

 

14

 

15

 

13

 

17

 

19

 

10

 

5

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Customer Survey Detailed Tables - pg. 144

Go to top

F.  Rating of Product/Service Aspects and Need For Improvements

Respondents were asked to rate the three aspects of the product or service in question that are most important to them, from a list of eight aspects. Reliability/Credibility/Accuracy is rated first by 28% of customers and second by 24%; Understandibility/Clarity is rated first by 22% and second by 15%. Confidentiality is rated first, second or third by only 1% of respondents. This is summarized below in Exhibit IV-F.1 and provided in more detail in Exhibit IV-F.2 and Exhibit IV-F.3.

EXHIBIT IV-F.1

Rating of Product/Service Aspects graph

EXHIBIT IV-F.2

Most Important Aspects of the Product or Service Used

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Most Important Aspect (Ranked First)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reliability - Credibility - Accuracy

 

28

 

30

 

36

 

26

 

18

Understandability - Clarity

 

22

 

25

 

13

 

13

 

36

Relevance - Usefulness

 

16

 

15

 

9

 

15

 

24

Up-to-Date

 

13

 

5

 

22

 

20

 

5

Coverage - Comprehensiveness

 

11

 

5

 

11

 

19

 

7

Affordable Cost

 

5

 

3

 

4

 

5

 

7

Timely Delivery

 

4

 

9

 

4

 

2

 

1

Confidentiality

 

1

 

5

 

-

 

-

 

1

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-F.2 (CONT'D)

Most Important Aspects of the Product or Service Used

 

Total Customers Who Recall Product/Service

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(516)

 

(48)**

 

(56)*

 

(194)

 

(88)*

 

(51)*

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Most Important Aspect (Ranked First)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reliability - Credibility - Accuracy

 

28

 

21

 

29

 

30

 

17

 

35

 

32

Understandability - Clarity

32

22

 

25

 

27

 

22

 

27

 

20

 

11

Relevance - Usefulness

 

16

 

23

 

14

 

18

 

14

 

8

 

14

Up-to-Date

 

13

 

8

 

11

 

13

 

16

 

22

 

11

Coverage - Comprehensiveness

 

11

 

13

 

9

 

6

 

14

 

8

 

19

Affordable Cost

 

5

 

6

 

2

 

5

 

7

 

6

 

6

Timely Delivery

 

4

 

2

 

7

 

4

 

1

 

2

 

6

Confidentiality

 

1

 

-

 

-

 

1

 

5

 

-

 

-

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Customer Survey Detailed Tables - pg. 14

Go to top

EXHIBIT IV-F.3

Aspects of Product/Service Most Like to See Improved

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Aspects of PRODUCT/SERVICE you would most like to see improved (multiple choices allowed)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Coverage - Comprehensiveness

 

18

 

16

 

23

 

25

 

9

Up-to-date

 

16

 

8

 

25

 

11

 

16

Affordable Cost

 

15

 

17

 

13

 

29

 

6

Understandability -Clarity

 

11

 

9

 

15

 

13

 

9

Relevance - Usefulness

 

8

 

11

 

9

 

5

 

6

Reliability - Credibility - Accuracy

 

7

 

8

 

11

 

4

 

5

Timely Delivery

 

7

 

12

 

6

 

10

 

2

Confidentiality

 

1

 

1

 

-

 

1

 

1

Don't Know/Not Sure

 

26

 

22

 

19

 

17

 

42

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-F.3 (CONT'D)

Aspects of Product/Service Most Like to See Improved

 

Total Customers Who Recall Product/Service

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(516)

 

(48)**

 

(56)*

 

(194)

 

(88)*

 

(51)*

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Aspects of PRODUCT/ SERVICE you would most like to see improved (multiple choices allowed)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Coverage - Compre-hen-siveness

 

18

 

21

 

13

 

15

 

19

 

20

 

25

Up-to-date

 

16

 

29

 

25

 

13

 

14

 

24

 

8

Affordable Cost

 

15

 

10

 

11

 

15

 

16

 

8

 

25

Understandability -Clarity

 

11

 

15

 

13

 

12

 

9

 

12

 

9

Relevance - Usefulness

 

8

 

-

 

2

 

7

 

9

 

16

 

11

Reliability - Credibility - Accuracy

 

7

 

4

 

14

 

8

 

5

 

6

 

6

Timely Delivery

 

7

 

6

 

4

 

10

 

2

 

4

 

8

Confidentiality

 

1

 

-

 

-

 

1

 

-

 

-

 

1

Don't Know/Not Sure

 

26

 

31

 

34

 

27

 

19

 

28

 

20

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

** Figures percentaged on a base of less than 50 should be interpreted with extreme caution

Source: Customer Survey Detailed Tables - pg. 18

Go to top

G. Satisfaction With and Importance Product/Service Attributes

1.   Satisfaction With Product/Service Features

Customers were asked to rate their satisfaction with eight specific and three overall aspects of the product or service they received, on a scale of 1 to 5 where 1 was "very dissatisfied" and 5 was "very satisfied." It must be remembered that a range of products and services are represented and aggregated here; what is presented is an overall picture of satisfaction and importance and not a product-by product analysis. As such, interpretation must be made with caution, with the knowledge that customers were not responding for the same product or service.

The highest levels of satisfaction expressed were for "usefulness of the service/product" and "relevance of the service/product," at 87% each net satisfied.

The lowest "overall" rating was for cost, at 65% net satisfied. A fairly high percentage of Inquiries users indicated "not applicable" for this item. Print publications users were considerably more satisfied (82%) than the Inquiries users who did rate their satisfaction, or users of Pay for Use CD/DVD (54% each). The lowest "specific" feature rating was for "assistance/instructions provided for solving a problem," at 62% satisfaction. This not surprising, given that it involves customers having a problem to begin with, and it should be noted that there was a fairly high percentage indicating "not applicable" for this feature.

As mentioned previously, the satisfaction and importance ratings are percentaged on total respondents, but the averages provided exclude "not applicable." The percentage of respondents indicating that a specific feature was not applicable ranges from 1% for "usefulness" to 19% for "assistance/instruction provided for solving a problem."

2.   Importance of Product/Service Features

Customers were also asked to rate the importance of each of the aspects on a scale of 1 to 5 where 1 was "very unimportant" and 5 was "very important." The feature deemed most important was "usefulness," followed closely by "overall quality" and "relevance." The feature deemed least important was "number of contacts," at 59%. Pay for use customers rated this lower than did print publication users.

A summary of responses to these two questions appear graphically in Exhibit IV-G.1. Performance/satisfaction results are detailed ion Exhibit IV-G.2, and Importance in Exhibit IV-G.3.

 

EXHIBIT IV-G.1

Satisfaction With and Importance of Product/Service Attributes graph

EXHIBIT IV-G.2

Satisfaction with Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Time required to receive/deliver service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

-

 

--

 

1

Dissatisfied (2)

 

1

 

1

`

3

 

1

 

-

Neutral (3)

 

10

 

14

 

9

 

10

 

8

Satisfied (4)

 

44

 

42

 

45

 

46

 

44

Very satisfied (5)

 

38

 

35

 

33

 

40

 

45

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

83

 

77

 

78

 

86

 

89

Not applicable

 

5

 

3

 

10

 

4

 

3

Average (excludes "not applicable")

 

4.2

 

4.1

 

4.2

 

4.3

 

4.4

 

 

 

 

 

 

 

 

 

 

 

Number of contacts required to receive

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

-

 

-

 

1

Dissatisfied (2)

 

1

 

2

 

1

 

1

 

1

Neutral (3)

 

11

 

12

 

11

 

11

 

9

Satisfied (4)

 

38

 

40

 

40

 

41

 

32

Very satisfied (5)

 

35

 

34

 

28

 

30

 

47

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

73

 

74

 

68

 

72

 

79

Not applicable

 

14

 

8

 

20

 

17

 

11

Average (excludes "not applicable")

 

4.2

 

4.1

 

4.2

 

4.2

 

4.4

 

 

 

 

 

 

 

 

 

 

 

Service/product was provided in a fair and equitable manner

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

5

 

-

 

1

 

-

Dissatisfied (2)

 

-

 

-

 

-

 

1

 

1

Neutral (3)

 

9

 

5

 

14

 

6

 

7

Satisfied (4)

 

46

 

48

 

47

 

52

 

40

Very satisfied (5)

 

37

 

34

 

30

 

36

 

46

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

83

 

82

 

78

 

88

 

86

Not applicable

 

7

 

8

 

8

 

5

 

6

Average (excludes "not applicable")

 

4.3

 

4.1

 

4.2

 

4.3

 

4.4

EXHIBIT IV-G.2 CONT'D

Satisfaction with Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Assistance/instructions provided for solving a problem

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

7

 

-

 

-

 

1

Dissatisfied (2)

 

2

 

1

 

3

 

3

 

1

Neutral (3)

 

16

 

16

 

17

 

17

 

13

Satisfied (4)

 

40

 

46

 

42

 

38

 

37

Very satisfied (5)

 

21

 

25

 

19

 

21

 

21

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

62

 

71

 

61

 

60

 

58

Not applicable

 

19

 

5

 

19

 

21

 

27

Average (excludes "not applicable")

 

4.0

 

3.9

 

4.0

 

4.0

 

4.1

 

 

 

 

 

 

 

 

 

 

 

Relevance of service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

-

 

-

 

1

Dissatisfied (2)

 

2

 

3

 

2

 

2

 

1

Neutral (3)

 

8

 

14

 

7

 

4

 

10

Satisfied (4)

 

48

 

45

 

55

 

50

 

42

Very satisfied (5)

 

39

 

32

 

34

 

45

 

44

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

87

 

76

 

89

 

95

 

86

Not applicable

 

2

 

2

 

3

 

-

 

3

Average (excludes "not applicable")

 

4.2

 

4.0

 

4.2

 

4.4

 

4.3

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

1

 

1

 

1

Dissatisfied (2)

 

4

 

7

 

4

 

2

 

2

Neutral (3)

 

7

 

11

 

6

 

5

 

7

Satisfied (4)

 

43

 

41

 

48

 

40

 

40

Very satisfied (5)

 

44

 

37

 

40

 

52

 

48

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

87

 

78

 

89

 

92

 

87

Not applicable

 

1

 

-

 

1

 

1

 

3

Average (excludes "not applicable")

 

4.3

 

4.0

 

4.2

 

4.4

 

4.4

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-G.2 CONT'D

Satisfaction with Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding out how to get service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

1

 

-

 

1

Dissatisfied (2)

 

5

 

9

 

2

 

5

 

5

Neutral (3)

 

16

 

17

 

17

 

17

 

13

Satisfied (4)

 

47

 

42

 

55

 

42

 

45

Very satisfied (5)

 

24

`

25

 

19

 

23

 

31

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

72

 

67

 

75

 

65

 

76

Not applicable

 

6

 

2

 

6

 

13

 

5

Average (excludes "not applicable")

 

3.9

 

3.8

 

4.0

 

4.0

 

4.1

 

 

 

 

 

 

 

 

 

 

 

Ease of getting service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

3

 

1

 

-

 

1

Dissatisfied (2)

 

4

 

7

 

4

 

3

 

2

Neutral (3)

 

11

 

14

 

12

 

12

 

8

Satisfied (4)

 

47

 

45

 

52

 

48

 

42

Very satisfied (5)

 

34

 

28

 

29

 

34

 

44

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

81

 

73

 

80

 

82

 

86

Not applicable

 

3

 

3

 

3

 

4

 

3

Average (excludes "not applicable")

 

4.1

 

3.9

 

4.1

 

4.2

 

4.3

 

 

 

 

 

 

 

 

 

 

 

Overall accessibility of service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

-

 

1

 

1

Dissatisfied (2)

 

3

 

2

 

5

 

3

 

2

Neutral (3)

 

8

 

13

 

8

 

11

 

5

Satisfied (4)

 

52

 

49

 

56

 

48

 

51

Very satisfied (5)

 

34

 

30

 

31

 

35

 

38

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

86

 

79

 

87

 

83

 

89

Not applicable

 

2

 

1

 

1

 

3

 

3

Average (excludes "not applicable")

 

4.2

 

4.0

 

4.1

 

4.2

 

4.3

 

 

 

 

 

 

 

 

 

 

 

Go to top

EXHIBIT IV-G.2 CONT'D

Satisfaction with Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Satisfaction with Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Overall cost of service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

2

 

1

 

-

 

1

Dissatisfied (2)

 

5

 

4

 

3

 

13

 

2

Neutral (3)

 

22

 

14

 

29

 

32

 

13

Satisfied (4)

 

41

 

26

 

50

 

42

 

40

Very satisfied (5)

 

24

 

28

 

13

 

12

 

42

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

65

 

54

 

63

 

54

 

82

Not applicable

 

7

 

25

 

4

 

2

 

3

Average (excludes "not applicable")

 

3.9

 

4.0

 

3.8

 

3.5

 

4.2

 

 

 

 

 

 

 

 

 

 

 

Overall quality of service/product

 

 

 

 

 

 

 

 

 

 

Very dissatisfied (1)

 

1

 

4

 

-

 

-

 

1

Dissatisfied (2)

 

3

 

3

 

4

 

5

 

1

Neutral (3)

 

8

 

9

 

9

 

4

 

9

Satisfied (4)

 

51

 

39

 

62

 

56

 

42

Very satisfied (5)

 

36

 

42

 

24

 

35

 

44

 

 

 

 

 

 

 

 

 

 

 

Net satisfied (4 and 5) (all respondents)

 

87

 

82

 

86

 

91

 

87

Not applicable

 

1

 

2

 

1

 

-

 

3

Average (excludes "not applicable")

 

4.2

 

4.1

 

4.1

 

4.2

 

4.3

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

Source: Customer Survey Detailed Tables - pg. 20-41

EXHIBIT IV-G.3

Importance of Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Time required to receive/deliver service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

2

 

-

 

-

 

-

Unimportant (2)

 

1

 

-

 

1

 

2

 

1

Neutral (3)

 

17

 

14

 

11

 

24

 

19

Important (4)

 

40

 

29

 

39

 

42

 

46

Very important (5)

 

39

 

50

 

44

 

29

 

34

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

79

 

79

 

82

 

71

 

80

Not applicable

 

4

 

4

 

6

 

4

 

1

Average (excludes "not applicable")

 

4.2

 

4.3

 

4.3

 

4.0

 

4.1

 

 

 

 

 

 

 

 

 

 

 

Number of contacts required to receive

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

-

Unimportant (2)

 

4

 

4

 

4

 

7

 

2

Neutral (3)

 

27

 

22

 

32

 

38

 

17

Important (4)

 

38

 

33

 

35

 

30

 

50

Very important (5)

 

21

 

34

 

16

 

16

 

24

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

59

 

66

 

51

 

46

 

74

Not applicable

 

9

 

7

 

12

 

9

 

7

Average (excludes "not applicable")

 

3.8

 

4.0

 

3.7

 

3.6

 

4.0

 

 

 

 

 

 

 

 

 

 

 

Service/product was provided in a fair and equitable manner

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

--

 

1

 

-

 

-

 

-

Unimportant (2)

 

1

 

-

 

1

 

2

 

-

Neutral (3)

 

19

 

13

 

19

 

30

 

15

Important (4)

 

48

 

48

 

53

 

41

 

47

Very important (5)

 

26

 

29

 

21

 

22

 

34

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

74

 

77

 

74

 

63

 

81

Not applicable

 

6

 

9

 

6

 

5

 

4

Average (excludes "not applicable")

 

4.1

 

4.1

 

4.0

 

3.9

 

4.2

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-G.3 CONT'D

Importance of Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Assistance/instructions provided for solving a problem

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

-

Unimportant (2)

 

1

 

1

 

-

 

-

 

2

Neutral (3)

 

12

 

11

 

19

 

10

 

7

Important (4)

 

45

 

42

 

40

 

50

 

47

Very important (5)

 

34

 

41

 

33

 

30

 

34

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

79

 

84

 

73

 

80

 

81

Not applicable

 

8

 

3

 

9

 

10

 

10

Average (excludes "not applicable")

 

4.2

 

4.3

 

4.2

 

4.2

 

4.3

 

 

 

 

 

 

 

 

 

 

 

Relevance of service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

-

 

-

 

-

 

-

Unimportant (2)

 

-

 

-

 

-

 

1

 

-

Neutral (3)

 

4

 

4

 

7

 

-

 

2

Important (4)

 

37

 

41

 

36

 

38

 

35

Very important (5)

 

57

 

51

 

56

 

61

 

60

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

95

 

92

 

92

 

99

 

95

Not applicable

 

2

 

3

 

1

 

-

 

3

Average (excludes "not applicable")

 

4.5

4

4.5

 

4.5

 

4.6

 

4.6

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

-

 

-

 

-

 

-

Unimportant (2)

 

-

 

-

 

-

 

-

 

-

Neutral (3)

 

3

 

4

 

3

 

1

 

3

Important (4)

 

30

 

37

 

29

 

29

 

27

Very important (5)

 

66

 

55

 

67

 

71

 

69

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

96

 

92

 

96

 

99

 

96

Not applicable

 

1

 

3

 

1

 

-

 

1

Average (excludes "not applicable")

 

4.7

 

4.5

 

4.7

 

4.7

 

4.7

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-G.3 CONT'D

Importance of Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ease of finding out how to get service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

1

Unimportant (2)

 

2

 

1

 

3

 

4

 

1

Neutral (3)

 

18

 

12

 

24

 

29

 

8

Important (4)

 

44

 

39

 

44

 

39

 

52

Very important (5)

 

30

 

44

 

25

 

19

 

37

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

75

 

83

 

69

 

58

 

89

Not applicable

 

5

 

3

 

5

 

10

 

2

Average (excludes "not applicable")

 

4.1

 

4.3

 

4.0

 

3.8

 

4.3

 

 

 

 

 

 

 

 

 

 

 

Ease of getting service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

-

Unimportant (2)

 

1

 

-

 

1

 

2

 

-

Neutral (3)

 

13

 

8

 

14

 

21

 

8

Important (4)

 

47

 

49

 

45

 

48

 

48

Very important (5)

 

37

 

39

 

39

 

25

 

43

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

84

 

88

 

84

 

73

 

91

Not applicable

 

2

 

3

 

1

 

4

 

1

Average (excludes "not applicable")

 

4.2

 

4.3

 

4.2

 

4.0

 

4.4

 

 

 

 

 

 

 

 

 

 

 

Overall accessibility of service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

-

Unimportant (2)

 

-

 

-

 

-

 

1

 

-

Neutral (3)

 

5

 

2

 

4

 

6

 

7

Important (4)

 

45

 

48

 

36

 

48

 

51

Very important (5)

 

48

 

46

 

59

 

44

 

41

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

93

 

94

 

95

 

92

 

92

Not applicable

 

1

 

3

 

1

 

1

 

1

Average (excludes "not applicable")

 

4.4

 

4.4

 

4.6

 

4.4

 

4.4

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-G.3 CONT'D

Importance of Product/Service Attributes

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Importance of Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Overall cost of service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

2

 

-

 

-

 

-

Unimportant (2)

 

1

 

1

 

1

 

1

 

1

Neutral (3)

 

12

 

17

 

12

 

13

 

7

Important (4)

 

45

 

30

 

52

 

46

 

47

Very important (5)

 

38

 

35

 

34

 

39

 

44

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

84

 

65

 

86

 

85

 

91

Not applicable

 

4

 

14

 

2

 

1

 

1

Average (excludes "not applicable")

 

4.3

 

4.1

 

4.2

 

4.2

 

4.4

 

 

 

 

 

 

 

 

 

 

 

Overall quality of service/product

 

 

 

 

 

 

 

 

 

 

Very unimportant (1)

 

-

 

1

 

-

 

-

 

-

Unimportant (2)

 

-

 

-

 

--

 

-

 

-

Neutral (3)

 

4

 

4

 

3

 

1

 

5

Important (4)

 

25

 

28

 

21

 

25

 

29

Very important (5)

 

70

 

63

 

75

 

73

 

65

 

 

 

 

 

 

 

 

 

 

 

Net important (4 and 5) (all respondents)

 

95

 

91

 

96

 

98

 

93

Not applicable

 

1

 

3

 

1

 

1

 

1

Average (excludes "not applicable")

 

4.7

 

4.6

 

4.7

 

4.7

 

4.6

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

Source: Customer Survey Detailed Tables - pg. 42-62

3.   GAP Analysis - Performance VS Importance of Various Features

To better understand the areas of strength and weakness in the CCOHS customer experience, GAP analysis was conducted. The GAP score is calculated by subtracting the average importance score from the average performance score. Thus, a negative score indicates underperformance on that particular feature, whereas a positive score indicates overperformance.

The GAP analysis indicates that CCOHS products and services are underperforming slightly on a few key priorities. When gap scores are mostly negative, improvement efforts should be directed primarily at those features identified as being most important to visitors. Positive gap scores are not necessarily to be taken as a good thing, as it may indicate that too many resources are being directed to some areas deemed to be of lesser importance.

Based on our experience, it is normal for respondents to rate most features as quite important, and it is difficult if not impossible for organizations to achieve all satisfaction scores in the same range. However, CCOHS does in fact achieve very impressive performance scores. Most gaps are quite small. CCOHS is advised to concentrate on the four areas where the gaps are largest (0.45 or greater). Exhibit IV-G.4 shows the gaps for the attributes in priority of their importance.

The largest gap is between the rated performance and importance of what customers consider the most important of the features listed: overall quality. Keep in mind that this largest gap is only -0.5 and that this is an overall rating for all products and services. For additional insight please note Exhibit IV-G.5 which shows gaps by product type.

EXHIBIT IV-G.4

GAP Analysis

 

 

Importance

 

Satisfaction

 

GAP

Priority

Attribute

 

 

 

 

 

1

Overall, the quality of the service or product

4.7

 

4.2

 

-0.5

2

The usefulness of the service or product

4.7

 

4.3

 

-0.4

3

The relevance of the service or product

4.5

 

4.2

 

-0.3

4

Overall, the accessibility of the service or product

4.4

 

4.2

 

-0.2

5

Overall, the cost of the service or product

4.3

 

3.9

 

-0.4

6

The ease of getting the service or product

4.2

 

4.1

 

-0.1

7

The assistance or instructions provided for solving a problem

4.2

 

4.0

 

-0.2

8

The time required to receive or deliver the service or product

4.2

 

4.2

 

-

9

The ease of finding out how to get the service or product

4.1

 

3.9

 

-0.2

10

The service or product was provided in a fair and equitable manner

4.1

 

4.3

 

0.2

11

The number of contacts with CCOHS required to receive the service or product

3.8

 

4.2

 

0.4

EXHIBIT IV-G5

Gap Analysis

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

 

Attribute

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Overall quality of service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.5

 

-0.4

 

-0.7

 

-0.5

 

-0.3

 

 

 

 

 

 

 

 

 

 

 

Usefulness of the service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.4

 

-0.5

 

-0.4

 

-0.3

 

-0.3

 

 

 

 

 

 

 

 

 

 

 

Relevance of service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.3

 

-0.5

 

-0.3

 

-0.2

 

-0.3

 

 

 

 

 

 

 

 

 

 

 

Overall accessibility of service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.3

 

-0.4

 

-0.4

 

-0.2

 

-0.1

 

 

 

 

 

 

 

 

 

 

 

Overall cost of service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.4

 

-0.1

 

-0.5

 

-0.7

 

-0.1

 

 

 

 

 

 

 

 

 

 

 

Ease of getting service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.1

 

-0.4

 

-0.2

 

0.2

 

-0.1

 

 

 

 

 

 

 

 

 

 

 

Assistance/instructions provided for solving a problem

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.3

 

-0.4

 

-0.2

 

-0.2

 

-0.2

 

 

 

 

 

 

 

 

 

 

 

Time required to receive/deliver service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

0.1

 

-0.3

 

-0.1

 

0.3

 

0.2

 

 

 

 

 

 

 

 

 

 

 

Ease of finding out how to get service/product

 

 

 

 

 

 

 

 

 

 

Gap

 

-0.1

 

-0.5

 

-

 

0.1

 

-0.2

 

 

 

 

 

 

 

 

 

 

 

Service/product was provided in a fair and equitable manner

 

 

 

 

 

 

 

 

 

 

Gap

 

0.2

 

-

 

0.2

 

0.4

 

0.2

 

 

 

 

 

 

 

 

 

 

 

Number of contacts required to receive

 

 

 

 

 

 

 

 

 

 

Gap

 

0.4

 

0.1

 

0.5

 

0.6

 

0.4

 

 

 

 

 

 

 

 

 

 

 

* Figures percentaged on a base of less than 100 should be interpreted with caution

Source: Customer Survey Detailed Tables - pg64

Exhibit IV-G.6 is a graphical representation of the gap analysis described above. Anything above the X axis indicates a positive gap (overperformance) and anything below the gap indicates underperformance. Attributes appearing closest to the X axis indicate small gaps, where performance is close to importance for that attribute.

Attributes to the right of the Y axis are deemed more important that those to the left. The attributes of greatest concern are the ones that appear furthest away from the X axis in either the upper left or lower right quadrants. In the upper left appear any attributes deemed less important where CCOHS products or services are overperforming, thus potentially wasting effort and resources. This is not really an area of concern for CCOHS. In the lower right are the more important attributes where CCOHS products or services are underperforming.

When identifying areas for improvement or investment, it is generally of lesser concern if the site is overperforming on the most important attributes (upper right quadrant) or under-performing on the less important attributes (lower left quadrant). CCOHS is only slightly underperforming on the less important attributes (showing small gaps, closer to the X axis).

EXHIBIT IV-G.6
Product/Service Attribute GAP Analysis

Product/Service Attribute GAP Analysis graph

H. Days to Receive and Acceptable Time to Receive

The Citizens First studies have ascertained that, by far, the most important driver of customer satisfaction is timeliness. However, depending on the nature of the service being provided, there may be limits to how much improvement can be made. Other considerations, such as fairness and accountability, may impact on the speed with which services can be delivered.

Almost 40% of CCOHS customers didn't know or remember just how long it took to receive their product. With close to 40% not reporting an actual figure, interpretation of this question must be made only with caution. There is not a one-to-one match with those providing data for "acceptable" number of days. However, the patterns of responses appears to be quite consistent.

Product or service was delivered in five days or less in the case of 38% of customers. For just under a quarter, it took over six days to obtain their product or service, with 9% waiting more than 11 days. More pay-for-use web (25%) and Inquiries customers (20%) got their product or service in 1 to 2 days. The average time for all respondents was 6 days. Keep in mind that this average excludes "don't knows".

This level of service is reasonably close to expectations for CCOHS customers, as 62% of respondents feel that a delivery time between 3 and 10 days is acceptable. The average acceptable time to receive the product or service is 5.8 days, only 0.2 less than what is currently being achieved (see Exhibit IV-H)

 

EXHIBIT IV-H

Time to Receive Product/Service

 

Total Customers Who Recall Product/Service

 

 

 

 

 

Product Type

 

 

 

Total

 


Inquiries
Service

 


Pay for Use Web

 

Pay for Use CD/DVD

 

Print Publi-cations

Base = (Actual)

 

(516)
%

 

(92)*
%

 

(161)
%

 

(112)
%

 

(151)
%

 

 

 

 

 

 

 

 

 

 

 

Actual Time To Receive Product/Service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 2 days

 

14

 

20

 

25

 

4

 

8

3 to 5 days

 

24

 

40

 

17

 

10

 

33

6 to 10 days

 

14

 

13

 

10

 

7

 

24

11 to 15 days

 

5

 

5

 

3

 

4

 

8

More than 15 days

 

4

 

7

 

1

 

5

 

3

Don't Know

 

39

 

15

 

44

 

71

 

24

Average number of days***

 

6.0

 

5.9

 

4.3

 

8.7

`

6.6

 

 

 

 

 

 

 

 

 

 

 

Acceptable Time To Receive Product/Service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 2 days

 

17

 

25

 

31

 

3

 

9

3 to 5 days

 

38

 

48

 

37

 

29

 

40

6 to 10 days

 

24

 

14

 

15

 

32

 

34

11 to 15 days

 

9

 

4

 

3

 

18

 

13

More than 15 days

 

2

 

-

 

1

 

5

 

1

Don't Know

 

10

 

9

 

13

 

13

 

3

Average number of days***

 

5.8

 

4.4

 

4.2

 

8.3

 

6.6

 

 

 

 

 

 

 

 

 

 

 

GAP between actual and acceptable****

 

-0.2

 

-1.5

 

-0.1

 

-0.4

 

-

 

 

 

 

 

 

 

 

 

 

 

EXHIBIT IV-H (CONT'D)

Time to Receive Product/Service

 

Total Customers Who Recall Product/Service

 

 

 

 

Region

 

 

 

 

Total

 

Atlantic

 

Quebec

 

Ontario

 

Prairies

 

BC

 

U.S.

Base = (Actual)

 

(516)

 

(48)**

 

(56)*

 

(194)

 

(88)*

 

(51)**

 

(79)*

 

 

%

 

%

 

%

 

%

 

%

 

%

 

%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Time To Receive Product/Service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 2 days

 

14

 

8

 

14

 

15

 

22

 

8

 

13

3 to 5 days

 

24

 

27

 

29

 

30

 

24

 

14

 

13

6 to 10 days

 

14

 

15

 

20

 

10

 

15

 

22

 

13

11 to 15 days

 

5

 

8

 

4

 

5

 

6

 

8

 

3

More than 15 days

 

4

 

4

 

2

 

3

 

3

 

8

 

3

Don't Know

 

39

 

38

 

32

 

37

 

31

 

41

 

57

Average number of days***

 

6.0

 

6.9

 

5.5

 

5.5

 

5.6

 

8.5

 

5.9

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Acceptable Time To Receive Product/Service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 to 2 days

 

17

 

8

 

21

 

20

 

23

 

10

 

13

3 to 5 days

 

38

 

35

 

41

 

43

 

39

 

24

 

34

6 to 10 days

 

24

 

29

 

25

 

23

 

22

 

28

 

25

11 to 15 days

 

9

 

17

 

4

 

6

 

13

 

12

 

11

More than 15 days

 

2

 

-

 

-

 

2

 

1

 

6