Stakeholder analysis and customer servicecapac Basic format ¢â‚¬¢...

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  • Stakeholder analysis and

    customer service

  • Basic issues

    • Need to know your population

    • Need to provide information to users (and non users)

    • Need to show the good things about your system

    • Need to monitor how they perceive the system

    • USERS are your target

    • Without users, no system

  • Stakeholder analysis

    Spectrum of possible positions of stakeholders. Adapted from LACHSR.org

    Support Moderate

    support Neutral

    Moderate

    opposition opposition

  • Basic format

    Group Interests Problems perceived Resources and

    mandates

    Group 1 Interests of

    group 1

    Problems perceived by

    group 1

    Resources or

    mandates, gr. 1

    Group 2 Interests of

    group 2

    Problems perceived by

    group 2

    Resources or

    mandates, gr. 2

    Group 3 Interests of

    group 3

    Problems perceived by

    group 3

    Resources or

    mandates, gr. 3

    Group 4 Interests of

    group 4

    Problems perceived by

    group 4

    Resources or

    mandates, gr. 4

  • Basic format

    Interests

    • Interests with a direct relationship with the development

    problem.

    • Also possible solutions by negatively affected groups.

    Group Interests Problems perceived Resources and

    mandates

    Group 1

    Group 2

    Group 3

    Group 4

  • Basic format

    • Problems perceived

    • Specific problems or negative conditions (in the way they

    perceive it).

    • Clear and without hidden solutions

    Group Interests Problems perceived Resources and

    mandates

    Group 1

    Group 2

    Group 3

    Group 4

  • Basic format

    • Resources + mandates

    • Resources: SH can provide to support or oppose to the solution (financial and nonfinancial) Organizations have both, population groups don’t have financial, but stronger non- financial (political pressure, etc)

    • Mandates: the formal authority the group has to deliver a service or carry out a function. Normally in formal orgs, objectives, etc. pop groups don’t have them.

    • Mandates imply jurisdictions (should be related to the project).

    Group Interests Problems perceived Resources and

    mandates

    Group 1

    Group 2

    Group 3

    Group 4

  • An example with a BRT project

  • Governmental agencies Stakeholder Possible position

    Department of Planning Frequently supportive of new concepts like BRT but the reaction will vary by individual predisposition

    Department of Transport Variable response with some staff supporting project while others will see it as a threat to car-based transport

    Department of Public Works Civil engineers may be unaccustomed to this type of project; some will prefer projects with large rail infrastructure

    Department of Health Likely to be highly supportive of measures that reduce accident victims and encourage physical exercise

    Department of Environment Likely to be highly supportive of measures that reduce air contamination and noise

    Department of Commerce / Economic Affairs

    Concern will be expressed over economic impacts, but likely to be persuadable if given sufficient evidence

    Traffic police May see BRT as a loss of power; worried about traffic impacts

  • Private and public services Private Sector

    Chamber of Commerce Concern over the economic impacts, but also supportive of improved public transport

    Petrol stations, car wash facilities, car repair shops, car dealerships

    Strongly opposed to any initiatives that will reduce or cause inconvenience to their clientele

    Insurance industry Highly supportive of measures that reduce accidents and improve overall health

    Retail shops Concern will be expressed over impacts on sales and impacts on property values

    Hotels, restaurants, and tourist- oriented businesses

    Generally positive if a strong case can be made for improved traffic flow

    Large industrial and business complexes

    Concerns will be expressed over access for employees and over delivery of goods

    Public services

    Schools and universities Likely to be supportive if system provides better access for students and staff

    Hospitals Supportive of possible improved access for emergency vehicles

    Stakeholder Possible position

  • Civil society

    Civil Society

    Environmental NGOs Highly supportive of measures that reduce pollution and noise

    Child-development NGOs Highly supportive of measures that promote improved school access

    Community-based organisations

    Highly supportive of measures to improve safety and the aesthetic quality of street

    International NGOs and foundations

    Highly supportive of cities creating best practice examples with potential for replication elsewhere

    Stakeholder Possible position

  • User groups

    Car owners Concerned about impacts on congestion

    Public transport users Generally supportive but many will think BRT is inferior to rail

    Pedestrians and cyclists Supportive if integration infrastructure is provided

    Women Supportive if system security is good and if frequent services are provided

    Physically disabled Supportive if infrastructure includes better access for the disabled (ramps, raised strips, etc.)

    Stakeholder Possible position

  • Focus groups • Rapid assessment technique

    • Similar to group interview

    • Specific topics (focal points)

    • Moderator of discussion is present

  • Surveys

    Razones para no usar la bicicleta

    38%

    28%

    21%

    20%

    13%

    14%

    10%

    13%

    5%

    9% 5%4%

    3%

    3%

    2%

    3%

    3%

    2%

    2%

    1%

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

    Primera mención

    Total

    Porque no tiene bicicleta Porque no tiene la capacidad física

    Porque no le gusta Porque se puede accidentar

    Porque no tiene tiempo Porque lo pueden asaltar

    Porque no sabe andar Otras

    Por flojera y comodidad Porque no tendría donde estacionarla

    Source: Santiago de Chile- Comisión Nacional de Seguridad de Tránsito

  • Customer service

  • What does a user want?

    • Safety

    • Security

    • Reliability (timeliness and availability)

    • Speed

    • Comfort

  • Aspects of customer service

    Climate-controlled

    buses and stations

    Ease of access to

    the system

    Comfortable environment

    TransMilenio SA

    S lid

    e s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • Security

    Security personnel

    Security cameras

    Well-illuminated stations

    Lloyd Wright

    Lloyd Wright

    Emergency callbox

    S lid

    e s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • Clarity

    Easy to understand maps and signage S

    lid e

    s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • Complexity is the enemy of the customer

    S lid

    e s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • Número de caso

    2927252321191715131197531

    V al

    or ti

    em po

    fr en

    te a

    l m ap

    a de

    r ut

    as (

    se g)

    100

    80

    60

    40

    20

    0

    Time that each user takes in front of the map of TransMilenio

    T im

    e i n

    s e

    c o

    n d

    s

  • Serie1; lo

    consultan;

    67%

    Serie1; no

    lo

    consultan;

    33%

    Percentage of users that, after looking at the map

    once, look at it again.

    Do not read

    the map

    Read the

    map

  • Advertising S

    lid e

    s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • System web site

  • System professionalism and cleanliness

    Courteous and uniformed drivers

    Bus cleaning and

    upkeep

    Recycling facilities

    S lid

    e s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t

  • Internet access points

    Internet bus in Curitiba

    Free wireless connection in the Osaka

    monorail system

    Work stations in the Osaka monorail system

    S lid

    e s d

    e v e lo

    p e d o

    ri g

    in a lly

    b y L

    lo y d

    W ri

    g h

    t