Canada Business Client Satisfaction Research

Profile of Surveyed Clients

This section presents the demographic characteristics of survey respondents, including region, language, age and education, as well as their business' characteristics (for those who contact CBN on behalf of an existing business).

Region

Just over half the surveyed clients came from the Prairies (27%) and Ontario (25%), followed by Quebec and Atlantic Canada (18% each). Thirteen percent were located in B.C. or the territories.

Language

Most (78%) completed the survey in English, as opposed to French (22%).

Age

The largest single proportion of respondents was between the ages of 25 and 34 years (33%), while 28% were aged 35-44. In total, then, 61% of surveyed clients were 25–44 years old. Beyond this, one-fifth were between 45 and 54, while one in ten were 55 and older (8%) or under 25 years (10%).

Education

The vast majority have completed at least some post-secondary education. Surveyed clients were most likely to have completed technical or community college (31%), followed by a under-graduate university degree (21%). Another 14% had some university education, while nearly the same number had completed a post-graduate degree (13%). Approximately one in five (18%) had completed high school or less.

Length of Time in Business

Of the 179 respondents who had contacted the Canada Business Network on behalf of an existing business, over two-thirds (68%) said their business had been in operation for five years or less. One-third represented more established firms, with 11% having been in business between six and ten years, and 21% for more than 10 years.

Size of Business

Most 'business' respondents work for small firms, with 72% of those who contacted the CBN on behalf of an existing business saying that their businesses has fewer than five employees. This was followed, at a distance, by 15% who reported 5–19 employees, 10% 20 to 199 staff, and just 3% with 200 employees or more.

Industry

Respondents who contacted CBN on behalf of a potential or existing business (n = 657) were most likely to say their firm operates (or will operate) in the service (13%) or retail (11%) sectors. Slightly less are active (or plan to be) in the construction (9%) or arts and recreation sectors (8%), while 7% each pointed to hospitality, health care/social assistance and professional services. Beyond this, respondents currently or plan to represent a variety of industries.

Subgroup Variations

This section presents subgroup differences for key issues explored in this survey, including variations based on region, age, education, language, business stage, number of service channels used, and frequency of contact. The findings are presented in two ways. First, we provide summary descriptions of the main patterns in each area (presented in the same order and structure as information in the main report). These summaries are textual for ease of access to the information. Second, we provide a detailed table that presents a breakdown of the findings for the various sub-groups. The table is also organized by theme.

For this analysis, the subgroup characteristics have been grouped as follows:

Region:

• ☐   Atlantic
• ☐   Quebec
• ☐   Ontario
• ☐   West

Age:

• ☐   Under 35 years
• ☐   35-44 years
• ☐   45-54 years
• ☐   50+ years

Education:

• ☐   High School or less
• ☐   Some or completed community/technical college
• ☐   Some or completed university
• ☐   Post-graduate degree

Language of Survey Completion:

• ☐   French
• ☐   English

Business Stage:

• ☐   Existing businesses
• ☐   Potential start-ups

Number of Service Channels Used:

• ☐   One
• ☐   Two
• ☐   Three or more

Frequency of Contact:

• ☐   Once
• ☐   Twice
• ☐   Three time or more

Overview

No strong patterns in service-related interactions, satisfaction, and use/perceptions of CBN information, products and services emerged with respect to demographics and other background characteristics. In fact, the differences that do exist are largely limited to specific areas and most do not follow a distinguishable pattern. That said, a number of generalizations can be made about the nature of these variations. While regional differences were mixed, Atlantic Canadians and Quebeckers tended to align in many areas, while those from Ontario and the West were more in line with the overall findings. Where there were age-related variations, the youngest clients surveyed tended to be less positive than their older counterparts. Those representing start-up businesses were often more apt to provide positive feedback, while those who used three or more service channels tended to be more negative about service overall than those who used fewer methods.

Service-Related Interactions

When it came to the methods and frequency with which clients contacted the Canada Business Network, the following differences are worth noting:

• With the exception of Ontario, clients in all other regions were most likely to have contacted the CBN by telephone. Ontarians, on the other hand, were most apt to have used the website. In terms of why they contacted the CBN, respondents from the West were more likely to be from existing businesses, while Atlantic Canadians were more apt to represent potential start-ups.
• Compared to older clients, those 18–24 years were less likely to have used email to contact CBN and least apt to have used multiple service channels. Clients aged 45 and older were more likely to have contacted the Canada Business Network on behalf of an existing business, while those 25-44 years were more apt to represent start-up businesses.
• Clients with at least some university education were most likely to have contacted the Canada Business Network via email, whereas those with college or less tended to use the phone. The frequency of contact, along with the likelihood of using multiple service channels, increased with education. Respondents with a university or post-graduate education were more likely to represent existing businesses, while college-educated respondents were the most apt to have contacted the CBN on behalf of a potential start-up.
• French-speakers were more likely to have contacted the CBN by phone, and less apt to have done so in-person. The frequency of interactions and the likelihood of using multiple service channels did not vary much by language. Turning to their reason for contacting the CBN, English respondents were more likely to have done so on behalf of an existing business, and French respondents on behalf of a potential start-up.
• Existing businesses were more likely to have visited the website and to have contacted Canada Business more frequently. Those representing potential start-ups, on the other hand, were more apt to have used the telephone to deal with Canada Business.
• Those who contacted the Canada Business Network frequently were most likely to have used the website, whereas those who contacted the CBN once or twice were more inclined to have done so by phone.

Overall Satisfaction

• Regional differences existed in terms of satisfaction with, and perceptions of, the quality of service received from Canada Business. Quebeckers were the least likely to be satisfied with service overall and to offer positive assessments of the specific aspects of service. That said, they were just as or more likely to say they got what they needed in the end. Additionally, Atlantic Canadians were more likely than others to agree that staff went the extra mile and that they were satisfied with the timeliness of service. Ontarians stood out as being most satisfied with their ease of access to service, and were more likely than others to express satisfaction with the overall quality of service.
• Age differences were small, but a few are worth noting. The youngest respondents were far less likely to express satisfaction with service overall and to agree that they were fully informed about service and satisfied with the amount of time it took. That said, they were more likely to feel that staff went the extra mile to make sure they got what they needed. Given the latter, however, it is somewhat puzzling that these clients were much less likely than older ones to say that, in the end, they got what was needed from the CBN.
• In general, respondents with some form of post-secondary education (PSE) tended to offer less positive ratings of service than those who had not attended schooling beyond high school.
• Regardless of language, satisfaction levels were quite similar. The only difference worth noting is with respect to the statement Staff went the extra mile: French-speaking respondents were more likely than their English counterparts to agree that this was their experience.
• Respondents who contacted the CBN on behalf of a potential start-up offered more positive assessments of service, both overall and with respect to the specific aspects examined. Differences were most notable with respect to staff going the extra mile and satisfaction with the accessibility of service. Not surprisingly, then, those representing potential start-ups were more apt to say they got everything they needed and were less likely to report having problems.
• Multi-channel users were more likely to express satisfaction with the overall quality of service received from Canada Business. That said, the likelihood of having problems with service rose with the number of channels used.
• In most cases, perceptions of service were more positive among clients who contacted the CBN less frequently, while the likelihood of reporting problems increased with frequency of contact.

Satisfaction with Service Delivery Channels

• Regionally, a few notable differences exist with respect to perceptions of phone service. Atlantic Canadians were least likely to agree that it was easy to find the phone number, but were most likely to agree that it was easy to reach an agent. Those from the West were least likely to think the automated system was easy to use, while respondents from Ontario stood out as being least likely to agree that the hours of service are convenient. Overall satisfaction with phone service was highest in the Atlantic and Western provinces. Turning to the website, Quebeckers were more likely than others to use the national website and Atlantic Canadians were more apt to have used both versions. Those in the West, on the other hand, were more inclined to have used their provincial website. Perceptions of website service were consistently less positive among Quebeckers, but overall satisfaction with the service received through the website(s) was lowest in the West. In-person service was rated highest in Atlantic Canada, and lowest in Ontario.
• The youngest respondents tended to offer less positive ratings of phone and website services. Conversely, those aged 25–34 were most apt to be positive about both service channels.
• Educational differences were minimal, but a few notable ones exist: University-educated respondents were more likely than others to find the hours of phone service convenient, while those with a college education were less likely than others to say they got the information they needed over the phone. Turning to the website, the likelihood of using the national site only increased with education. Those with high school or less were most likely to use a provincial website, while university-educated respondents were more likely than others to say they used both versions. Those with post-graduate degrees tended to hold less positive perceptions of website service, but clients with high school or less were least likely to be satisfied overall. Satisfaction with in-person service was highest among those with a post-graduate or high school education.
• French-speaking clients tended to have more positive perceptions of telephone service, but there was no difference in overall satisfaction with the quality of phone service received. As for use of the website, they were also more likely to use the national website exclusively, while English-speaking clients were more likely to have used both versions. Satisfaction with the website differed in a few notable areas. Specifically, English-speaking respondents were more likely to agree that it was easy to find what they were looking for and that they were confident their privacy was protected, while their French counterparts tended to be more satisfied with the website overall.
• Those representing existing and potential start-up businesses did not differ much in terms of their attitudes toward phone service, with a few exceptions: those who contacted the Canada Business Network on behalf of a potential start-up were more likely to say it was easy to find the phone number, while existing businesses were more likely to be satisfied with the quality of phone service overall. Turning to the website, clients of potential start-ups held more positive perceptions for the most part and were more likely to be satisfied overall.
• Overall satisfaction and perceptions of phone service were, in most cases, less positive among those who used three or more service channels. In terms of the website, single channel users were less likely than others to have used their provincial website exclusively and more likely to have used both versions. Differences in perceptions of website service were more varied. Notably, those who used three or more service channels were more likely to say they would recommend the site to a friend or colleague, while single channel users were less likely than others to say they are confident their privacy was protected. Those who used two service channels were more likely to say they were satisfied with the website overall. As for in-person service, respondents who used three or more service channels were least satisfied with the quality of service received when visiting a CBN office.
• Generally speaking, respondents who contacted the Canada Business Network only once were more positive about service received over the phone. The exception to this: these respondents were less likely to agree that the phone number was easy to find. In terms of the website, those who contacted the CBN multiple times were more likely to use both versions, and were generally more satisfied than those who had done so only once. They were also much more likely to be satisfied overall with service received via the website.

Perceptions of CBN Information

• Clients from Atlantic Canada were less likely than others to have obtained information about starting a business from the CBN. Ontarians were less likely than the rest to have received business financing information, while those from the West stood out as being more likely to have obtained other government information. Atlantic Canadians were slightly less likely to have obtained all of the information they sought and, along with Quebeckers, were less likely to say that the information exceeded their expectations and that they used it. Respondents from Western Canada were most satisfied with all aspects of the information they obtained, while Quebeckers and Atlantic Canadians were often less satisfied than others. In terms of the preferred method of receiving information from the CBN, Quebeckers were less likely than others to prefer email, while Atlantic Canadians were less likely to prefer the website. The likelihood of preferring mail or fax decreased from East to West.
• A number of notable age differences emerged with respect to the information obtained from the Canada Business Network. The oldest clients were less likely to have obtained business start-up and financing information, while respondents under the age of 35 were less likely to have sought other government information. The oldest respondents were least likely to have found all the information they looked for, while those aged 25 to 34 were more likely to say the information they got exceeded their expectations. The youngest respondents (18-24 years) were least likely to have used the information they obtained. Patterns in satisfaction with specific aspects of the information were less clear, with respondents in the middle two age categories more likely to express satisfaction in each area. In terms of respondents' preferred method of receiving information from the government, the youngest clients were the least likely to prefer email.
• Respondents with a post-graduate degree were less likely than others to have obtained information on starting or financing a business, while those with no post-secondary education were less likely to have obtained other government information. Respondents with a college degree were most likely to say they found all of the information they looked for, while those with high school or less were least likely to say that the information they obtained exceeded their expectations. Less-educated clients were also much less likely to say they used the information, and were least satisfied with most aspects of it. As for their preferred method of receiving information, respondents with university or post-graduate degrees were more likely to prefer email and less likely to prefer mail or fax. Respondents with no post-secondary education, on the other hand, were less likely to prefer the website.
• French-speaking respondents were more likely to have obtained information from the CBN about starting a business, whereas their English counterparts were more likely to have obtained other government information or information on financing a business. Those who completed the survey in French had more success finding information, but English-speakers were more satisfied with the quality of the information they obtained. They were also more likely to say they would prefer to receive information from the government via email, and less apt to prefer mail/fax or the website.
• Not surprisingly, respondents representing potential start-ups were nearly three times as likely as those from existing businesses to have obtained information on how to start a business. While they were less likely to say the information exceeded their expectations, they were more likely to have found everything they looked for and to express satisfaction with all aspects of this information. Those from existing businesses were more likely to prefer to receive information via email and less likely to prefer mail or fax.
• Those who used three or more service channels were slightly less successful in terms of locating the information they sought, but they were more likely to have used the information obtained and to say it exceeded their expectations. That said, these clients were less satisfied with the information's quality. Turning to their preferred method of receiving information from government, those who used three or more channels were more likely than the rest to prefer email.
• The likelihood of obtaining all information sought decreased with frequency of contact, while the likelihood of using this information increased with the number of contacts. Those who contacted the Canada Business Network only once were less likely to say the information they obtained exceeded their expectations. No clear patterns emerge with respect to satisfaction with aspects of this information, but several differences are worth nothing in terms of the preferred method of receiving information from the government. Specifically, respondents who contacted the CBN only once were less likely to prefer email, whereas those who did so most frequently were less likely to prefer mail or fax.

Use and Assessment of CBN Products and Services

• Regional differences were most pronounced among clients from Atlantic Canada and Quebec. These respondents were more likely to have used CBN printed materials, while Quebec residents were least apt to have used personal assistance from an agent. In addition, clients from Atlantic Canada were also more likely to have used information packages. In terms of referrals, Quebeckers were more apt to have received a referral and found it useful, but Atlantic Canadians were most likely to have used it and to have been satisfied with it. Focusing on how they used the CBN products and services, clients from Atlantic Canada were most likely to have used them for general research and financial planning, and least inclined to have used them to start a business. Quebeckers stood out as being the most likely to have used products and services to start a business and the least likely to have used them for general research.
• The youngest respondents (18–24) were least likely to have used each of the top three CBN products and services. As for referrals, respondents aged 45 and older were less likely than the rest to have received one, but those who did were more likely to have used it. Respondents aged 35–44 stood out as being much less likely to be satisfied with referrals received, but those between the ages of 25–44 were more apt than the rest to say the referrals were useful. The youngest respondents were more likely to have used CBN products and services to start and finance a business, and less inclined to have done so for general research.
• A few noteworthy educational differences exist. Specifically, less-educated clients were less likely to have used personal assistance from an agent, while those with a post-graduate degree were the least likely to have used information packages. University-educated respondents stood out as being least likely to have received a referral, but those who did were more likely than the rest to have used it. Along with those with no post-secondary education, university-educated respondents were also more likely to say they were satisfied with the referral, while college-educated respondents were less likely than others to have found the referral useful.
• French-speaking respondents were more likely to have used printed materials, but less apt to have made use of personal assistance from an agent. Regarding referrals, French respondents were more likely than their English counterparts to have received and used referrals, to be satisfied with them, and to have found them useful. While clients who completed the survey in English were most likely to say the CBN products and services had helped them in doing general research, French-speakers were most apt to have used the products and services to start a business.
• Those who contacted the Canada Business Network on behalf of an existing business were less likely to have made use of printed materials and information packages, but were slightly more apt to have used personal assistance from an agent. Respondents who contacted the CBN on behalf of a potential start-up were more likely to have received and used referrals, to be satisfied with them, and to have found them useful. Not surprisingly, clients of potential start-ups were much more likely to say that the CBN products and services had helped them in starting a business and financial planning.
• Clients who used three or more service channels were more likely than others to have used printed materials, while single channel users were least apt to have obtained personal assistance from an agent. Regarding referrals, respondents who used three or more channels were more likely to have received a referral, used it and been satisfied with it. They were also most likely to have used the CBN products and services for starting a business, doing general research, and undertaking financial planning.
• The likelihood of using Canada Business printed materials increased with frequency of contact, while those who contacted the CBN only once were least likely to have used the information packages. No real differences existed with respect to referrals, but those who contacted Canada Business frequently were more likely to have used their referral and to have been satisfied with it. They were also most likely to have used the CBN products and services for starting a business, conducting general research, and undertaking financial planning.

Subgroup Variations (continued)

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Appendices

Email Recruitment Script

Re: Canada Business Client Satisfaction Survey

Canada Business wants to know what you think about its service! In the next two to three weeks, we'll be conducting a short online survey. The survey will take just a few minutes of your time—and your feedback will help to make sure that the information and services we provide meet the needs of business people or entrepreneurs like you.

Your responses will be treated in complete confidence—no individuals or organizations will be identified in any way. The research is being conducted by Phoenix SPI, an independent research company.

Your participation in the survey is completely voluntary and will not affect any dealings you may have with the Government of Canada. All information collected will be used for research purposes only in accordance with the Government of Canada's Privacy Act and other applicable laws designed to protect your privacy.

We'd like to hear from all our clients. If you are willing to take part, please let us know by clicking on the link below:

Yes, I agree to take part in the survey.

If you are unable to click on the link, please send a message to survey@phoenixspi.ca letting us know that you agree to take part in the survey.

Additional Notes:

• The email recruitment script should not be included in the email response to the client's service inquiry. It should be sent one to two days following the email response to the client's service inquiry.

Industry Canada: Canada Business Survey
Recruitment Script

Telephone/In-Person Script

To help Canada Business continue to improve our service to clients, we'll be conducting a short survey in the next three to four weeks. People will be able to complete the survey online, or by telephone if online is not an option. We'd like to hear from all our clients.

A. Would you be willing to take part?

If no: Thank the client for his/her time and discontinue.

If yes: Thank you. Your help is very much appreciated. The research is being conducted by Phoenix SPI, an independent research company. Please be aware that your participation in the survey is completely voluntary and will not affect any dealings you may have with the Government of Canada. All information collected will be used for research purposes only in accordance the Government of Canada's Privacy Act and other applicable laws designed to protect your privacy.

B. As I mentioned, you can complete the survey online. Do have access to and use the Internet?

If yes: Could I please have your (name and) email address so the research company can email you the link to the online survey? Record/read back name and email address to confirm. You should receive an email with a link to the survey within the next few weeks.

If no: Then you will be able to complete the survey by phone. Could I please have your (name and) daytime phone number so the research company can call you? Record/read read back name and number to confirm. You should receive a phone call within the next few weeks.

Thank you very much for your time and cooperation, and for agreeing to take part in the survey.

Record by Observation:

• Language
• Region

Additional Notes:

• All clients served should be invited to participate in the survey, if possible, or a random sample of clients. There should be no selection of participants based on the nature of their transaction or their apparent level of satisfaction with service (e.g. no 'cherry picking').
• If clients have access to, and use, the Internet, they should be encouraged (softly, politely) to complete the survey online (i.e. not by telephone).
• If asked, service agents should inform potential participants that the survey will take no more than 15 minutes to complete.
• The tone of the invitation to participate in the research is important. If people are encouraged to take part, and thanked for doing so in a welcoming manner, this is far more effective than simply informing or advising them about the research and seeing if they agree to take part. The latter can be expected to yield few completed surveys.
• The items on the 'Record by Observation' list would be used for the non-response analysis to be done following the study (to compare respondents/non-respondents).
• A form would need to be developed (electronic or paper?) for service agents to record this information and transmit it to us. We will need it in electronic form. We should review any datafile you create for this purpose before it is in full use to ensure that the information is inputted in the right way (or we may encounter problems trying to extract the information/data when we need it).

Canada Business Client Satisfaction Survey Recruitment

In-Office Computer Terminal Recruits

Clients of the Canada Business Network who visit a service centre can be recruited to complete the online survey in the office at a computer terminal. This component of the survey recruitment should not replace the phone and in-person recruiting that is currently underway.

Who is eligible?
Only a certain type of client should be targeted for in-office completion of the survey. Clients eligible to complete the survey in-office must have made multiple visits to the office or a 1^st visit where the client did not receive written brochures/ information/publications. The reason is that if they received written information on a 1^st visit, but had not yet had time to review the information, they would not be in a position to rate the information and related quality of service in the survey.

How should the recruitment be done?
All clients eligible to complete the survey in-office should be invited to participate in the survey.

Script: To help Canada Business continue to improve our service to clients, we're conducting a short online survey. You can complete the survey in-office at one of the computer terminals. We'd like to hear from all our clients. Would you be willing to take part?

If no: Thank the client for his/her time. If they do not have time to complete the survey in-office (or are not interested in doing so), please offer them the option of doing so online in a week or so. Let them know that they would receive an email with a link to the survey within the next few weeks. If they agree, continue with the main recruitment script (i.e. not this one).

If yes: Thank you. Your help is very much appreciated. When you access the Canada Business Network, either the National website or one of the provincial or territorial websites on a computer terminal, a web page will open that will direct you to the survey.

The research is being conducted by Phoenix SPI, an independent research company. Please be aware that your participation in the survey is completely voluntary and will not affect any dealings you may have with the Government of Canada. All information collected will be used for research purposes only in accordance the Government of Canada's Privacy Act and other applicable laws designed to protect your privacy.