Improving communications with the public

The recent Service Canada launch promises coordinated services and enhanced efficiencies

By John Cooper

A new cross-Canada information service, launched last fall by the federal government with the support of associations like the Canadian Federation of Independent Business, is designed to provide a seamless service approach to business and the public.

Called Service Canada, it provides a one-stop service delivery approach that is customer-focused, whether an inquiry is delivered in person, over the phone or via the Internet. Under the aegis of the Department of Human Resources and Skills Development, it makes it simple to access information and services, say its administrators, particularly for Canadians in rural and remote communities who may not have easy access to government services.

Service Canada brings together 320 points of service across the country, offering a vast range of information about federal government services. Beginning in March 2005, more than 20,000 front-line staffers were trained to act as knowledgeable ‘first points of contact’ for the Government of Canada to support its commitment to one-window service delivery.

“Service Canada’s focus is to provide one-stop, easy-to-access service to Canadians right in the communities in which they live,” said Charles Nixon, Service Canada’s assistant deputy minister of policy, priorities and corporate affairs. “It offers delivery of services to employers, including Record of Employment on the Web, enquiry services and support, job posting and job matching services, information on the labour market, the Foreign Worker program and labour laws and regulations.”

Information hubs

An idea that had been around for several years, Service Canada was part of the February 2005 federal budget; several service initiatives were the result of Canada-wide pilot projects. These included the expansion of Passport Canada’s existing service network, so that Canadians can now apply for passports in 34 Service Canada locations across the country. In five pilot locations in Quebec and Alberta, individuals can now apply for and receive a Social Insurance Number (SIN) in one visit — an initiative that should be integrated into all Service Canada locations on a national scale this spring.

The centres were created in converted Human Resources Canada centres, which in the past dealt mainly with employment insurance. The centres feature an open concept design with clearly identified service offerings arranged by client group/segment; they also have private interview spaces where staff and clients can meet, telephones connected to crucial Government of Canada services, computers with Internet access and areas classed as ‘Group Information Centres,’ suitable for information distribution or meetings with larger groups of clients or interest groups.   

A visit to the Web site (www.servicecanada.gc.ca) finds information that is easily accessible and a system that literally allows you to quickly move from one government department to another. For example, click on the “Services for Canadian Business” icon and you’re moved to the Canada Business site, where you can find information on starting a business, financing and taxation, exporting/importing and other services. Click on “Taxes” and you’re taken to the Canada Revenue Agency.

The Service Canada Web site evolved as part of the Government On-Line Initiative, a federal project to provide information and services on the Internet by 2005. 

“The Web site is a natural evolution, taking into account what we have learned about delivering services on-line to Canadians,” said Nixon. “Service Canada’s Web site includes all existing on-line Service Canada offerings for Canadians.”

Nixon said identifying, and delivering on, client needs was a major focus.

 “Service Canada offers a number of employment programs to support working age adults, youth and Aboriginal persons prepare for, obtain and maintain employment,” he said. “This includes a career navigator — skills and career tools, information on employment trends in Canada, local employment prospects by occupation and required qualifications.

“Additionally, businesses can take advantage of an initiative supported by one of Service Canada’s key partners, Industry Canada’s Business Network. This is a federal, provincial and territorial network for government services and it provides information, services and programs for businesses and start-up entrepreneurs.”

For instance, business clients can be directed to the Canada Revenue Agency (CRA) Web site, and Service Canada agents can help them find the information they need, retrieve personal account information or order tax forms. For complex cases, staff can make referrals to CRA agents and give clients access to 1-800 information lines. Other services include instant access to Canada Pension Plan contribution statements as well as access to retirement plan tools.

Reaching further out

Service Canada also plans to take its information show on the road, to reach previously underserved rural or remote areas.

“Service Canada is strengthening its presence and in-person service at the community level where Canadians live, work and raise families,” said Nixon. “In 2006, its points of service will double, reaching 1.25 million more Canadians within 50 kilometres of where they live. One of the primary ways it will expand its presence is through mobile outreach — regularly scheduled or in response to a particular need.”

Service Canada representatives will travel to meet the special needs of individuals, employers, and organizations. Scheduled visits to rural, remote and northern communities will be arranged and held in local community centres, municipal offices and other community facilities. 

In line with the services provided by permanent service centres in larger cities and towns, Service Canada outreach will also be directed to Aboriginal people, people with disabilities, seniors, and youth (through on-site campus locations at universities and colleges). A Multilingual Extension Services (MLES) pilot project, recently launched in a number of communities in Greater Vancouver, provides mobile outreach teams that travel to select locations once a week to offer service in Cantonese, Mandarin and Punjabi. Service Canada offerings will also be available to communities in crisis, such as those affected by flooding last year in southern Manitoba.

A business benefit

Garth Whyte, executive vice-president of the Canadian Federation of Independent Business, said the CFIB has been a big proponent of the new service.

“We’ve been very supportive of it from the beginning,” said Whyte. “The site is very user-friendly, whether you are a young person, a senior or a business owner. For instance, you put in ‘tax’ and you’re taken right into CRA.”

“We like the idea of one portal,” added Whyte. “We also like the idea that it’s not just a Web site, it’s a service. There’s a phone number and Web site and you can get to it easily in a number of different ways. Unlike many Web sites, this one focuses on the customers’ needs and isn’t just set up to push a particular service. Many people starting out in a new business are intimidated by government. The fact that they can go there and find what they need makes it really great.”

It also moves government service to a paperless system. “I’m currently co-chairing, with Industry Canada, the advisory committee on paperwork reduction,” added Whyte. “This goes a long way to helping that as well. When you start out, the paper burden is the big issue, not the tax burden. So this is a big issue for us.”

Nixon added that Service Canada is also an evolving work-in-progress. “It will continue to grow, integrating new service offerings coming on-line delivered by Service Canada.”

John Cooper is a Whitby, Ont.-based freelance writer. 

Top