ࡱ> JLI%` |*bjbj"x"x 7D@@|"vvvvvvv    <N $8~ ( $hXv vv 0PPP v v PPPvv r   }<8,.vh H Po F 8. . vvvvvv  Case Study Cancer Information Service (CIS), National Cancer Institute, National Institutes of Health Third Place Winner of the USA Services 2008 Citizen Service Award The USA Services Citizen Service Award recognizes federal agencies that are: ensuring their customers are getting accurate information, improving customer satisfaction, engaging in creative public outreach, and attracting, training and retaining the right people. Below is CISs story Background: The National Cancer Institutes Cancer Information Service (CIS) has been providing accurate, research-based cancer information to the public, cancer patients and their families for over 30 years. The CIS supports NCIs Congressional mandate to disseminate cancer research findings to the public by providing contact center services in English and Spanish. The CIS operates three contact centers comprising a telephone service (1-800-4-CANCER), LiveHelp (live online chat) and E-mail. NCIs CIS provides the public with information tailored to their individual needs on cancer treatment, diagnosis and screening and supports NCIs research mission by providing clients with the latest information on cancer research studies. In 2005 the NCI implemented new telecommunications technology that created a virtual contact center. This reduced duplication of management staff by reducing the number of contact centers from 14 to 3, and provides clients with a response from the next available agent regardless of where the client is located. NCIs CIS has carefully managed costs while adding new services. From 1998 to 2007 contact center costs increased less than $500,000 while adding two new access points: LiveHelp (live online chat) and E-mail. Effective February 1, 2008, NCI now provides a new Spanish E-mail channel. NCIs CIS has worked with the Centers for Disease Control and Prevention, each of the 50 states, D.C., and U.S. Associated Pacific Territories to provide a common point of access to smoking cessation services from anywhere in the nation. One toll free number, 1-800-QUIT-NOW, connects the public with their state quit line. The NCIs CIS provides the telecommunications and routing infrastructure that makes this national network operational. Ensuring the Accuracy of Information: The NCIs CIS monitors quality of performance in its virtual contact center through its National Quality Assurance Program (NQAP). The NQAP establishes performance standards for quality of service on all access points: 1-800-4-CANCER, LiveHelp and E-mail. Quality is monitored by each of the three CIS contact center contractors, who are responsible for coaching, training and improvement of staff performance. The NQAP uses the same quality criteria and performance standards and conducts regular, random quality assurance on all access points. NQAP calibrates quality scores between NCI and its contractors to ensure consistent application of its quality standards. The NQAP uses a Web-based application that randomly records calls and reports outcomes of quality monitoring. Each contractor has access to their own recordings to conduct quality monitoring, and to their quality reports that detail trends and performance results. NCIs Cancer Information Service also ensures quality by using NCIs Web site,  HYPERLINK "http://www.cancer.gov" www.cancer.gov , as its primary source of cancer information. Cancer.gov provides access to NCIs research based information that is the hallmark of the nations lead agency for cancer research including: cancer treatment summaries, cancer drug information, cancer treatment studies (clinical trials) and NCI publications. CIS staff also access CISnet, an intranet developed for use by program staff to access program materials for training, quality assurance, e-mail updates and other resources including program policies and procedures. Customer Satisfaction: In December 2007, the National Cancer Institutes Cancer Information Service completed its initial participation in the American Customer Satisfaction Index (ASCI). While a 2003 survey of 2,485 users showed that users of NCIs service were very satisfied (60%) or satisfied (35%), the ASCI survey added a dimension not covered by the previous evaluation. As part of the process, ASCI benchmarked the CIS to government agencies providing similar services, as well as the entire federal sector. Results of the ASCI study showed the National Cancer Institutes Cancer Information Service with the leading score of 86 (out of 100) among federal agencies in the category Information Providers/Technical Assistance/Supply. The aggregate federal score for all agencies in the ASCI evaluation was 67.8, showing that the National Cancer Institutes CIS is a leader among government service providers. In addition, the CIS score exceeds the national customer satisfaction average for all private sector companies who participate in ASCI. Scores from the 2003 survey and the ASCI survey indicate healthy maintenance over time of a high degree of satisfaction with NCIs CIS services. . Public Outreach: While the high costs of paid advertising prohibit NCI from expenditures of this type, the CIS continually looks for ways to promote itself cost effectively; often through partnerships with organizations that share NCIs goals. NCIs CIS partnered with the AARP to promote the National Lung Screening Trial (NLST), a major study of new technology for lung cancer screening in current and former smokers. Immediately after Hurricane Katrina, the CIS partnered with the American Society of Clinical Oncology (ASCO) to provide a message board and a point of contact for displaced cancer patients trying to reach their physicians. This collaboration became a proactive disaster preparedness project consisting of a wallet card and communication campaign. In this manner they proactively alert cancer patients, physicians, and other health professionals displaced by disasters of the availability of real-time services through NCIs Cancer Information Service and ASCOs Message Board and People Living with Cancer Web site (www.plwc.org). NCIs Web site www.Cancer.gov, prominently features the toll free number, links to the LiveHelp service, and the opportunity to send e-mail to the NCI. Contact information for NCIs CIS services is also featured in over 500 NCI publications. In 2007, over three million publications were distributed through hospitals, health providers and community partners who work with the NCIs CIS throughout the nation. NCIs Office of Communications and Education (OCE) promotes the CIS to media through radio interviews with NCI staff, and in consumer magazines such as PARADE. NCI also regularly places the contact information in press releases. Attracting, Training and Retaining Employees: The NCI has developed a comprehensive initial staff training program and continuing education program to familiarize staff with the over 100 types of cancer and their treatments. Customer service staff, called information specialists, complete training in four to six weeks, then are carefully monitored and coached as they begin to handle inquiries. Each information specialist must successfully complete a written examination on cancer knowledge and knowledge of job responsibilities following initial training. NCIs CIS information specialists are required to complete a minimum of 12 hours of continuing education per quarter to keep abreast of changes resulting from research findings, such as new approaches to treatment, diagnosis and screening and the launch of new clinical trials. Since NCIs CIS services are delivered by contractors, the customer service staff is employed by the following organizations: Memorial Sloan-Kettering Cancer Center (New York, NY), University of Miami, Sylvester Cancer Center (Miami, Florida), and Fred Hutchinson Cancer Research Center (Seattle, Washington). All contractors are recognized cancer treatment and research facilities. While NCI does not specifically control the work environment of its contractors, the organizations doing this work are highly reputable, experienced and provide employment opportunities valued by the type of staff sought for these customer service (information specialist) positions. All provide competitive salaries and benefits for their urban locations. Working for these NCI contractors provides access to superior resources and training opportunities, and a job experience of being associated with a major cancer treatment and research center. 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