Driving Customer Traffic to ServiceArizona

The Arizona Department of Transportation (ADOT) Motor Vehicle Division (MVD) offers a wide range of transactions through online customer service via ServiceArizona (www.servicearizona.com). These online services include, for example, the ability for customers to update the address on their driver licenses and to renew their vehicle registrations without the need to visit an MVD location. Of vehicle registrations renewed in FY 2015, 60 percent were completed online, up from 36 percent in 2005. However, of all types of transactions offered both in person and on ServiceArizona, the total percentage of online transactions has remained relatively unchanged in recent years. When compared with transacting business in person, conducting transactions online is assumed to save customers time and allow them to complete their business with MVD at a convenient time and place. A one-question survey offered to ServiceArizona users shows that nearly 99 percent has a favorable opinion of their online experience. From MVD’s perspective, moving more customers to online service would presumably reduce the number of customers in field offices, leaving staff to concentrate on transactions that must be conducted in person, such as many related to driver licensing. Cost savings would be a potential added benefit, although data is not available on the cost to conduct various types of transactions in person, online, and in third-party locations (another option offered by MVD). Data on the cost to conduct transactions, as well as on customers’ awareness, needs, and preferences regarding online service, would help MVD make evidence-based decisions to enhance both customer service and operational efficiency relative to ServiceArizona. This research will estimate the costs, to MVD and to the user, for conducting the most popular transactions in person, online, and at a third-party location. This information will help MVD to determine the best opportunities for operational efficiencies and improving customer service. The research will also give MVD a better understanding of how its online customers, both existing and potential, view ServiceArizona by using surveys, focus groups, and/or other research methods to determine: (1) The degree to which the Arizona public is aware of ServiceArizona and the services it offers. (2) In terms of demographics and geography, which customers are the most and least likely to be aware of ServiceArizona, and which are the most and least likely to use the online services. (3) The reasons for use or non-use of the online services. (4) The effectiveness of the ServiceArizona website at meeting both customer and MVD needs. (5) Messages that resonate with customers in terms of conveying the benefits of conducting transactions online. (6) Conceptual plans for the tools that would most effectively attract customers to ServiceArizona. Such tools may include, for example, a mobile phone application, improvements to the website, financial incentives, and/or a public awareness campaign.

    Language

    • English

    Project

    • Status: Terminated
    • Contract Numbers:

      755

    • Sponsor Organizations:

      Arizona Department of Transportation

      206 South 17th Avenue
      Phoenix, AZ  United States  85007

      Federal Highway Administration

      1200 New Jersey Avenue, SE
      Washington, DC  United States  20590
    • Managing Organizations:

      Arizona Department of Transportation

      206 South 17th Avenue
      Phoenix, AZ  United States  85007
    • Project Managers:

      Kresich, Dianne

    • Start Date: 20160627
    • Expected Completion Date: 20190204
    • Actual Completion Date: 0

    Subject/Index Terms

    Filing Info

    • Accession Number: 01615646
    • Record Type: Research project
    • Source Agency: Arizona Department of Transportation
    • Contract Numbers: 755
    • Files: RiP, STATEDOT
    • Created Date: Oct 31 2016 12:52PM