3 MAKING IT HAPPEN

3.1 Marketing the New Service

3.1.1 Several concerns were raised in written submissions and at the focus groups about marketing. The concerns are as follows:

• How will the Ministry market the new Consumer Information Service?
• How will the Ministry publicise the closure of the telephone advice service?
• What is the Ministry’s plan for dealing with those people who continue to ring for advice?

Marketing the Consumer Information Service

3.1.2 A Communications strategy has been established to assist the Ministry to effectively communicate the changes to the public.

3.1.3 The Consumer Information Service will be publicly launched on 22 July 1997 in the Beehive and we will also launch the new service regionally - southern, central, northern in October/November 1997.

3.1.4 Media strategies will be developed to promote the new service to targeted consumers. This will involve utilising key media such as Iwi and Pacific Island radio and print media.

Publicising the Closure of the Telephone Advice Service

3.1.5 This issue will be covered in the media releases when the new service is publicly launched.

3.1.6 Following the launch, pre-recorded messages will be used to advise callers that the service will cease from 1 August 1997. While recognising the variety of agencies providing consumer information and advice, to make it easier for the caller, the phone message will suggest they contact the CABx if they require assistance with their enquiry.

3.1.7 The CABx have agreed to this course of action in respect of the referral to CABx. The CABx (Head Office) commented in their submission that they have built up a caseload and experience in consumer work for a number of years and are committed to deliver quality client service - a service that is "driven by responding to community needs for information and advice." In a recent meeting with the CABx the Ministry was reminded that we need to take the lead in publicising the changes and raising the profile of the CABx competence to answer many consumer enquiries.

3.1.8 We will also advertise how consumers/traders/schools and others can order resources following the closure of the toll-free lines.

3.1.9 The pre-recorded phone messages will remain for up to 12 months depending on usage.

Plan for Dealing with Callers after the Closure of the Telephone Advice Service

3.1.10 We will ensure that our written resources are available in as many places as possible such as libraries, Government and consumer agencies, community advisory agencies, trader/industry organisations and through our internet website (http://www.moc.govt.nz/mca/) or email ().

3.1.11 We will also ensure that key community advisory agencies have access to up to date resource material and that regular ongoing training and information sharing programmes/processes are established. Likewise, the ‘hotline’, which will provide specialist back-up, will become operational immediately following the closure of the public telephone service.

3.1.12 In addition to the strategy stated above (3.1.6 - 3.1.10), we will prepare standard responses detailing the reasons for the refocussing of the service and other avenues that are available to seek information and assistance, and we will continue our close relationship with the Minister’s office staff.

3.2 Implementing the New Service

3.2.1 A number of submissions and comments made at the focus groups related to the ‘lack of detail’ in the interim report, covering specific issues such as:

• the operation of the consumer disputes service and the ‘hotlines’;
• the roles of Coordinators and Relationship Managers for particular groups;
• the lack of financial detail; and
• what performance measures will be put in place.

3.2.2 We acknowledge that the interim report does not canvass the relevant implementation issues. The purpose of the interim report was to report on the findings of the Service Team who were responsible for undertaking research and consultation with key groups/agencies about how the Ministry should provide consumer information, education and advice, and then to evaluate the possible options and identify the Ministry’s preferred option.

3.2.3 An Implementation team has been established and is responsible for the following:

• to prioritise transitional issues for immediate attention, identify appropriate responses for approval and implementation (for example operation of the ‘hotline’ and the criteria for access to consumer advocacy assistance);
• to identify specific tasks and issues that can be worked on by the team or by other individual or small groups of staff to produce recommendations that can be implemented (for example a group has been established to update our training manual for the CABx and another is to look at our database requirements);
• to identify appropriate performance standards for the new service;
• to identify specific resources required to operate in the new organisation, identify costs for approval and arrange purchases through the Support Officer;
• to identify for the Manager, constraints, issues that cannot be dealt with immediately, and risks as they become apparent;
• to ensure that planning and implementation is coordinated to take into account timing and budget considerations;
• to identify media implications, and work with the Communications Advisor, the Promotions Team and other people identified as having a role in the media strategy and to respond appropriately; and
• to ensure that internal staff and external agencies concerned about the outcomes of implementation are kept appropriately informed.

3.3 Timeline (1997)

22 July

- Public launch of the Consumer Information Service

23 July

- First pre-recorded message starts

1 August

- Telephone advice service ceases

- Second pre-recorded message starts

- Updated written resources to community advisory agencies

4 August

- First day of new service

- Community advisory agencies hotline starts

- Interim process in place for trader compliance and advocacy casework issues

15 August

- Operation of advocacy casework finalised *

29 August

- Interviews held for staff vacancies

- All Coordinator/Relationship Manager roles allocated

22 September

- New staff on board

- Staff training/team building week

1 October

- Updated CABx training manual completed *

October/November

- Southern, central, northern regional launches

* Subject to sizing, may take longer.