In his first [and only] address to The Canadian Telecom Summit in June 2013, then new CRTC Chair Jean-Pierre Blais told the gathered ICT executives that “factoring in the needs of your customersāCanadian citizens, creators and consumersāshould be a critical factor in your business planning” and “responding to the constantly-changing needs of Canadians should be front and centre in your thinking as you define your place in the digital world.”
I recall remarking at the time that it was a good thing that we had Ottawa helping remind us of consumer focus, as though information and communications technology and services leaders needed such guidance.
Quoting Mary Kay Ash, Chairman Blais told The Canadian Telecom Summit:
“Everyone has an invisible sign hanging from their neck saying, ‘Make me feel important.’ Never forget this message when working with people.”
Mary Kay understood that paying close attention to customersā interests and making them feel valued builds loyalty. She recognized, too, that focusing solely on quarter-to-quarter profits might mean missing the big picture. Maybe losing out on long-term trends.
When Chairman Blais was appointed, he was given a mandate letter. Among other things, he was told:
Over the years, I have watched the broadcasting activities of the CRTC and believe that the Commission could do a better job to ensure consumer participation at the Commission and focus on its core duties. I would like to see the Commission comprehensively address consumer affordability and service complaints, ensure consumers are aware of and able to participate in broadcasting proceedings, and regulate broadcasting undertakings only to the extent necessary.
The CRTC has tried to reach out to Canadians, trying evening sessions (acknowledged by the Chair to be “a flop”). For major hearings, like the “Talk TV” and “Talk Broadband”, the CRTC has tried to engage with average Canadians through Twitter and Facebook campaigns.
These are like trying to meet short term objectives, without investing for the long term. Take a look at the “online tool” listing Communication Service Providers in Canada, so proudly announced by the CRTC a few weeks ago. Seriously, try it out and please tell me if you consider the tool to be consumer friendly.
The private sector (being consumer focused since their paycheques actually depend on it) might have asked consumers to enter a postal code and then get presented the service options. Or, consumers may have been offered to make use of layers on a mapping application. That would be a consumer-centric approach.
The same lack of attention to an easy user interface can be found when looking at the CRTC’s file system for regulatory proceedings. I would love to know if Commissioners have tried to find files themselves on the Commission’s website, or if they have a team of taxpayer-funded employees who navigate through the murky site for them.
The CRTC should take the Chairman’s advice: “responding to the constantly-changing needs of Canadians should be front and centre in your thinking”. For Canadians consumers to participate at the Commission, the CRTC doesn’t need its self promotional spending on social media and glitzy Discoverability events. Rather, it should heed its own advice and make investments for the long term, understanding that it too recognizes thatĀ the “constantly-changing needs of Canadians should be front and centre in your thinking as you define your place in the digital world”.
It is long overdue for the CRTC to invest in a more mundane project to make its website more accessible.
Mark: Totally agree with you related to the CRTC web site! It is awful, and next to impossible to use, particularly for those of us who use it infrequently.
I also believe that the CRTC should try to solicit input not just consumers, but also the business market customers for input and feedback. They could reach out to various business associations such as Chambers of Commerce, CFIB, Retail Council of Canada, or even ITAC, CATA, CWC to get industry business viewpoint to use associations as way to get business participation, since we no longer have a telecom user association since the demise of the CBTA.
They could have had a weekend ‘hackathon’ with a few of the tech universities to develop their service provider tool. (to make it fun, have it as an episode of the Rick Mercer show!). At least it would have been much better designed than the recent one. Guess they really don’t want our opinion or insight. I certainly hope they work on getting input into the upcoming 911 regulatory activities. We will be trying to participate on that one for variety of personal and professional reasons! Keep up the good work Mark!
There is no user interface. Most commercial sites know where you are. A box asking permission to use your current location should take care of it. An option to search by postal code would help if you were attempting to access info for your aunt in Kamloops, or if you use a VPN.
Government or equivalent websites are often used as examples by web design schools to teach how NOT to design a site. If you’re going to do it, do it right. Hire a Human factors and ergonomics consultant. It’s the practice of designing products, systems, or processes to take proper account of the interaction between them and the people who use them. It’s what they do. I’ll put this on my calendar to follow up a year from now. I’m not expecting much. I’ll reduce the probability of disappointment in this way.