The Metrics Workshop identifies relevant metrics that reflect the citizen journey. Metrics are an important measure in understanding how well you are delivering a service, and should reflect value for the citizen as well as for government. These metrics can include both quantitative and qualitative data. Quantitative data will show what happens with a service, while qualitative data will show both why it happens and reveal new opportunities.
Service metrics typically measure three things:
1. Perception or Attitude
- What citizens or staff say, think and feel about the service.
- What citizens or staff do through observed behaviour.
- What are the results of the service?
- What value is created for citizens and for government?
- What policy outcomes are achieved?
1. Identify key moments
Use a journey map and work individually to identify key moments throughout the journey. Identify what measures or indicators are available to show how well the service performs in those key moments
2. Sketch a logic model
Draw a logic model that shows the relationship between measures and indicators with the key moments. What are the relationships between these measures? Identify connections between user perception, behaviour and outcomes.
3. Post potential measures
Individually post potential measures with sticky notes along the journey map to show how service could be measured. Avoid critiquing measures at this point.
4. Filter measures
Filter down these measures through group consensus for ones that make sense for the service. Prioritize measures by how strongly they affect the experience, how easy they are to measure, and how closely they can be connected to the service.
5. Test the metrics
Test a small set of metrics based on these measures to quantify and determine the time frame they should be reported on. Depending on the availability of data and integration with analytics and reporting systems, some measures may be annual, weekly or even in real time.
6. Establish metrics
Use these measures to establish initial service metrics.
7. Take ownership
Assign responsibility and accountability for ongoing metrics measurement, reporting and management. Ensure that measures are regularly reviewed to check that they still reflect shared value.