Stakeholder analysis and customer servicecapacitybuildingunhabitat.org/wp-content/uploads... ·...

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Stakeholder analysis and customer service

Transcript of Stakeholder analysis and customer servicecapacitybuildingunhabitat.org/wp-content/uploads... ·...

Page 1: Stakeholder analysis and customer servicecapacitybuildingunhabitat.org/wp-content/uploads... · Basic format • Resources + mandates • Resources: SH can provide to support or oppose

Stakeholder analysis and

customer service

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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

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Stakeholder analysis

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

Support Moderate

supportNeutral

Moderate

oppositionopposition

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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

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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

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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

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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

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An example with a BRT project

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Governmental agenciesStakeholder 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

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Private and public servicesPrivate 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

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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

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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

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Focus groups• Rapid assessment technique

• Similar to group interview

• Specific topics (focal points)

• Moderator of discussion is present

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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

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Customer service

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What does a user want?

• Safety

• Security

• Reliability (timeliness and availability)

• Speed

• Comfort

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Aspects of customer service

Climate-controlled

buses and stations

Ease of access to

the system

Comfortable environment

TransMilenio SA

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Security

Security personnel

Security cameras

Well-illuminated stations

Lloyd Wright

Lloyd Wright

Emergency callbox

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Clarity

Easy to understand maps and signageS

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Complexity is the enemy of the customer

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Número de caso

2927252321191715131197531

Val

or ti

empo

fren

te a

l map

a de

rut

as (

seg)

100

80

60

40

20

0

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

Tim

e in

se

co

nd

s

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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

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AdvertisingS

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System web site

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System professionalism and cleanliness

Courteous and uniformed drivers

Bus cleaning and

upkeep

Recycling facilities

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Internet access points

Internet bus in Curitiba

Free wireless connection in the Osaka

monorail system

Work stations in the Osaka monorail system

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Hours of operationOpening hours

Starting commute hour (05:00,

06:00...)

May vary from weekday to weekend

Closing hours

Closing hours of major shops,

restaurants, entertainment areas

May vary from Sunday-Thursday

and Friday-Saturday

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Book swaps

Bogotá’s Libros al Viento

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Restrooms in the systemS

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Artwork

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