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"Working with the matrix Standard inside our business means we can go out into the world with confidence, knowing that quality runs through us like a stick of rock."
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Replacing the quill pen
Technology has contributed to one of the fastest epochs of history. It has created excellent opportunities in the way that information, advice and guidance (IAG) is provided and is therefore very much applicable to the matrix Standard. But, as ever, it may not be the panacea and there are many areas to consider before we head off into the world of IT enthusiasm.
First, let us remind ourselves that the matrix Standard is user-focused. So, will the use of e-mail, the Intranet and Internet be accessible to all potential users? Some places I have visited did not provide adequate resources to enable their users to access what was being offered; for example an organisation delivering services internally realised that its manual workers were excluded from receiving on-line information and it was necessary for their needs to be met with traditional hard copy documents or oral explanations. Does the call centre provide an effective and informative service or do enquirers get so fed up that they ring off and decline to access the service? It is pointless thinking that you are at the leading edge of texting, podcasting or mail-shotting if there is no one out there receiving the message.
Having thought about who we want to reach and the methods of doing so (elements 1 and 3), what is it we want to convey? Internet sites can include a wealth of information – details of what the service is about (element 2), contact details (1c), service-related policies (2b), links to other relevant services (2e), how to make contact etc. But sometimes they are designed and written by a technical expert or by a professional who 'knows what people want'. It is surprising when I speak to people how confusing they have found a Website - the 'bells and whistles' do not meet their needs; information is irrelevant or overwhelming; it takes ages to journey through the site; the content is out of date.
The golden rule is to ask the user what he/she needs and whether the information matches their expectation. Many sites invite feedback but I am not always impressed when technicians tell me the number of 'hits'. A recent example showed lots of activity on a Website and claims that it was of real benefit to its audience. Only when I questioned some users did I learn of their frustration – to access the page they needed meant that they had to log on and jump through an endless number of hoops, many of them giving up out of sheer irritation. Of greater value to me is knowing what can be diagnosed from the 'hits' – which pages are accessed, when, what is perceived as good/not so good, comments and suggestions on how the site can be improved (elements 7 and 8). And it is essential to find information conveyed in plain and simple language.
Is there the opportunity to use on-line or Intranet systems to show the aims and objectives of the service? While these will have relevance to members of staff, they also may be of interest to service users and can help to put performance into context. Good sites show the outturn of performance and outcomes which emphasises to users the direction of the service (element 5) and its success or explanations for shortfalls (8).