Page 26 of 606
Page 26 of 606
Page 26 of 606
26
PROVISIONAL URBAN COUNCIL
customer values is the work of not only statistics personnel, but also of the whole organisation. Everyone should join in. The management level should establish policies and encourage front line personnel to be more sensitive as well as listen attentively when getting into contact with the public. The support of technical staff should also be mobilised. Through such an arrangement, a comprehensive opinion collection network comprised of listening posts at various levels will be in place.
In establishing this comprehensive opinion collection network, the management should take full advantage of the contact with the public and make listening and opinion collection a part of their day to day operation. No contact point with the public should be left unused. Whether it is face to face or telephone conversation, data dissemination through information kiosks, the Internet or direct mailing, every opportunity can be transferred into a two way opinion collection channel. Good use should be made of every contact point with the public. Example one, the audience seated in the Space Theatre of the Space Museum can be invited to key in their opinions on the selection buttons of their seats. Example two, information keyed in by library goers when looking through the computerised catalogue can be stored, collated and analysed. One other item to study into is 'call centres'. In addition to the usage as hotlines, and ticketing selling mechanisms, they can be utilized as promotional or opinion collection facilities. We can make reference to the use of outbound and inbound call centres by enterprises and public bodies of many advanced countries. In the numerous work procedures of the Urban Services Department, there are in fact a lot of chances to collect public opinion. The key to making good use of the chances is innovative ideas and designs.
To get grips with information when collecting opinion, much relies on statistical logic and the support of information technology. For information collection, storing, collating and analysing, the advanced techniques of data warehousing, data mining etc. can be applied. What could not be done yesterday is no longer a problem today. Through long term data collating and updating, we can come up with meaningful conclusions. They help this Council to grasp the pulse of our ever changing society and from there to provide improved services to the public.
Mr. Chairman, with these remarks, I move the motion.
CHAIRMAN (in Cantonese):—Mr. SUEN Kai-cheong will now second the motion and speak.
MR. SUEN KAI-CHEONG (in Cantonese):-Mr. Chairman, I second the motion.
Recently, the Office of the Ombudsman announced complaints figures for the past year. Unfortunately, the Urban Services Department stood among those on the top of the list. I think this at least reflects that the communication
Page 26 of 606
Page 26 of 606
Page 26 of 606