Can and should we measure the results of
plain language work?
Anniken Willumsen, Agency for Public management and eGovernement
Wellington | 4th of November 2016
A true story
• Plain language work in The Norwegian Public
Roads Administration
• Measuring the effects on three different
letters:
• Telephone survey
• 290 persons
• Old letter vs new letter
• Call center
• Number of calls because of misunderstandings
The Norwegian Plain
language award
The new letter on vehicle inspection:
40 % less telephone calls
Questions
All
Language
60 % find the language easy
to understand
Increase in 40 %
Structure
55 % find the information
they need
Increase in 40 %
Tone
40 % find the tone in the
letter more pleasant
Increase in 100 %
Words
70 % do not find difficult
words in the text
Increase in 20 %
Understandability
70 % find it easy to
understand what th PRA
want them to do
Increase in 35%
Plain language in Norway’s civil service
www.klarsprak.no
The Norwegian model
• Attract attention to plain language in the
government administration.
• Stimulate public agencies to adopt good, userfriendly language and initiate a targeted plain
language effort.
Methods for measuring
Evaluation of the project
• A success
• a considerable number of activities and
agencies involved in the project
• great effort
• increased awareness and more knowledge
• both large and small projects
• concrete work with rewriting of texts
• good results when projects are well rooted
Evaluation of the project
• Obstacles:
• too few documented effects
• lack of resources
• middle managers under pressure
The middle manager
under pressure
• They find it difficult to give priority to
plain language in their daily work.
• Plain language work is seen as
something extra, not established as a
part of the daily work.
• They experience a lack of dedicated
resources.
“Show me the money”
• political attention
• more effective and user friendly public
sector
• catching “time thiefs”
• less bureaucracy
Minister of Local Government
and Modernisation
10 cases
• Better care and municipal finances using plain language
• Understood on the first try
• From four difficult laws to one clear law
• Fewer complaints and inquiries using a clearly worded commuter guide
• Time, money and annoyances spared through plain language
• Plain language is a natural part of operations
• Consultation letter in plain language saved time for both sender and
recipients
• Better NAV letters after tailored training
• Fewer inquiries and more satisfied residents in Fredrikstad and Sarpsborg
• A clearer annual fee led to more satisfied users
Case: Skedsmo municipality:
Better care and municipal finances using plain language
• Start: traditional plain language work on
letters concerning elderly care
• Middle manager: “What’s in it for me?”
• Demands: Efficiency
• Customer journey:
• Improved texts
• Removing unnecessary letters and forms
• More effective process
Case: Skedsmo municipality:
Better care and municipal finances using plain language
• Results:
• Waiting time for elderly housing
from 3-6 months to 5 weeks.
• Time saved because of better
processes and less bureaucracy.
• Money saved for the municipality.
A culture for plain language
• User orientation: from internal to external
focus
• Motivation: setting goals – and achieving
them
• Measure effects: both internal and external
• Sustainability: permanent change
• Plain language is integrated in the day-today production.
Case:
The Norwegian Gaming and Foundation Authority
• Goal: Understood on the first try
• Satisfied users
• Good service
• Proud employees with knowledge about plain language
• Efficiency
• Methods:
• Questionnaire for external user (2011, 2012, 2015)
• Questionnaire for employees inside the authorithy (2011,
2012, 2015)
• Call centre registrations (2011, 2012)
• Results – external users:
• 80% mean the authority uses a plain and understandable language
(2015).
• Results – call centre:
• 30 % less phone calls after one year.
• Saved about 1000 work hours in one year.
• Results – internal:
• Plain language is a democratic right.
• Plain language and correct legal language can be
combined.
• Plain language can save resources and money.
• Plain language culture is strong.
• Plain language is integrated as a way of work.
Yes, we can!
• Different methods
• Different effects and results
• Tools and knowledge necessary
Yes, we should!
• Convince managers
• Build culture and sustainability
Thank you
• Contact:
Anniken Willumsen
Agency for Public Management and eGovernment, Norway
[email protected]
Twitter: @annikenw
Web: www.klarsprak.no