The Citizen Imperative: Redesigning for "Customer Inside - Dr Rachna Gandhi Executive Director Service Delivery - IQPC
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The Citizen Imperative:
Redesigning for „Customer
Inside‟
Dr Rachna Gandhi
Executive Director Service Delivery
May 2014
1
Service NSW - Who we are • Government transaction services traditionally delivered in a fragmented and inconsistent way, negatively impacting efficiency, productivity and customer satisfaction. • In response, the NSW Government has recognised the need to reform its service • Service NSW was established as one stop shop for government – easier access to government services, faster service and single point of contact. • A start up within the public sector – shaped by customers • SNSW Proof of Concept phase 2
SNSW…redesigning the way we „face‟ the
customer in relation to delivery…
3
…and making access to customer transactions
easier
18 initial one stop shops across the state, open 7am
380+ government operated shop fronts to 7pm weekdays & 9am to 3pm Saturdays – more to
come
30+ government call centres 2-3 dedicated contact centres for government
services, 24/7 no IVR with call back option
8,000+ information lines and government 1 single phone number
contact centre phone numbers
900+ individual government websites 1 digital transactional portal / site:
www.service.nsw.gov.au* enabling new smart forms
*also linked to www.nsw.gov.au
4
Success to date – driving productivity and
service excellence
Delivered Served Transitioned
2.6 800+
Multi-channel capability and integration
Service Contact Digital
Million transaction types
from 15 Agencies
Centre Centre Customers served
across various channels
Feedback Wait Times Opened
98% 18
Service Centre Call Centre
positive customer satisfaction feedback of the 18 planned service
scores - 4.85/5 centres with remainder rolled
(staff and customers) out by mid 2014
5
What we‟re hearing from customers
What an excellent
transformation from the dark
“Enjoying the free wifi “I applied for an owner builder permit dingy cranky old RTA. And
and personally served through the Haymarket NSW branch congratulations on a
refreshment at last Friday. It was a delightful government building that
@serviceNSW while waiting experience - all the staff were so doesn't induce painful groans
for plates, nice to feel like a amazing and helpful. I never write
customer not a number.” - when you think of going there
feedback - but it was so good :)– Jessie Parish
Derek Laney I felt compelled!– Megan Burns
I just wanted to compliment
your Orange NSW branch on
“Seems pretty friendly “Was dreading going to the #rta giving me the absolute best
for a government today. But the new @serviceNSW experience I've ever had with
department. They even is lovely. With a friendly greeter – a government organisation.
offered me water while I Fionauala Fagan
wait!” – Alex Cole Ever. Absolutely chuffed! –
Lucy Danson
“Loving the new @serviceNSW in “Service NSW have stepped it
“Amazing, done in @mygosford town! Nice change up a notch! Renewed my
10 min, no queue.” – from RTA days – quick, friendly, drivers licence in under 10
Tatham Oddie
helpful, LOVE IT!” – Gabby mins.” – Chelsea Wymer
NSW 2021… a plan to make NSW number one
GOAL
Improve the performance of the NSW economy
1
At the heart of the strategic plan is the mandate to restore trust in government by
delivering on our customer promises, goals 30, 31 and 32.
GOAL
Restore trust in state and local government as a service provider
30
GOAL Improve government transparency by increasing access to government
31 information
GOAL Involve the community in decision making on government policy,
32 services and projects
We have a long way to go to make NSW a national and global leader in customer service Percentage of customers who are satisfied or very satisfied with government services.
NSW customers find it hard to make sense of
government service delivery structures
Service is fragmented, with inconsistent offerings and limited transparency, creating a gap
between the every-increasing customer expectations and NSW‟s service delivery capabilities.
This lack of clarity and simplicity erodes public confidence and trust
“ You seem to waste a lot “ Nobody knows anything, its
of time either sitting or always that they pass the “ Its so hard to find what
waiting to get to the right buck ” you are looking for and the
person to be told you‟re wait times are terrible ”
speaking to the wrong
person… you feel under-
valued”
“ Looking for something
specific, where you think
something is obviously going “ Its so hard to navigate
to be, it‟s actually not there. through all the information
“ You ask the same question It takes you eight to ten and the multitude of
to three different people minutes to find something people you need to deal
and get three different specifically, if it‟s there with ”
answers ” at all! ”
Service NSW is developing a strategy to increasingly put customer
interest inside the public sector – in policy development
and service delivery
„Customer Inside‟…
• helps solve longer term policy problems by co-designing with
customers and innovating in service design
• emphasises continual capability modernisation (both human and
technology) to better address evolving customer needs
• delivers a sincere focus on customer feedback and transparency
• facilitates economic growth and lifting of barriers to improved
productivity, shared services and efficiency
10DIGITAL - „Customer Inside‟ - at the very core
of digital design principles…
Digital Channel
Individual customer
usability testing of the two
prototypes
a •Determine preferred design
•Testing of site using
smartphones and tablet devises
•Testing using eye tracking
technology to capture
behaviour real-time
Document Title 23/05/2014
a
Option 1 best represented the Community feedback, of
less clutter, less clicks and focussing on transactions.
Insights incorporated into July 1 SNSW Digital Design.The Service NSW Digital Customer Experience Before – Senior Card Application Approx. 2-8 days
The Service NSW Digital Customer Experience After – Senior Card Application Approx. 3 mins
Digital Platform – Real-Time Tracker
Service NSW Digital Dashboard
Tracks customer and site activity real-time - giving teams immediate insight
into what our customers are doing
3 dashboard sites are used in office - including Service Centre and Contact
Centre dashboards
See real-time events starting to occur
14Digital 1. Responsive web design 2. “Customer Inside” design (avg. 12 clicks, to 3) 3. Powerful Search capability, including NSW Government 4. 450+ transactions 5. Interactive „service centre locator‟
Service centre design from this…
…to this
17Service Centres are designed around flow volumes with
strong focus on Express, Self Service areas and efficient,
assisted queue management
Service Centres will
CFM Self service be open M-F 7-7,
standalone
(locked to government websites) Sat 9-3.
capability
E-concierge
Open telephony
Private telephony
Concierge (restricted to SNSW
phone number)
Exit Kiosk
for customer Service
feedback Counters Express Counters
DRIVE
DRIVE DRIVE
S/GLS
S/GLS S/GLS
18Service Centres: one-stop shop 1. Convenient locations with extended hours 2. Modern layout with free Wi-Fi and comfortable seating 3. Concierges to guide visitors 4. “Self-service” kiosks or workstations 5. No glass partitions
Service Centre – Real-Time Tracker
20Contact Centre
1. Extended hours
2. Reduced queue times
3. Answered by a real-person
with callback option– no
IVR
4. First call resolution 80%
5. Knowledge ManagementService NSW DNA
Our Service NSW DNA is built around the vision to be recognised as
the distinctive leader in the provision of government services.
Mission: Simplify the way customers do business with Government
Strategy: Putting customers at the heart of everything we do
Our Values: Passion, Teamwork and Accountability
Success factors
- Hiring for culture – the right people
- Iterative, fail fast mentality
- Kaizan, Continuous Improvement
- Technology as an enabler
- Empowered frontline
- Real time feedback
22Service NSW next steps… developing Customer
„Signature Processes‟…
Bereavement
Solution Seniors Card Policy
Starting business
in a day
Signature More Policy
Processes to come
Reviews
Consolidation of
Plastics
23…and innovative customer solutions.
Full Service
Digital Smart Branch Store-in-a-Store Digital Pod
Branch
• Single online • Integrated • A smaller • Set up a • Standalone
presence multiple branch with a store inside POD like a
with channels focus on self- of a retail Photo booth,
growing (counter, service tools space/ with Online
range of digital, but with government chat and
online phone) in counter building video
transactions one branch service conference
available functionality
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