“el estado cercano a los ciudadanos, el desafío más importante de un gobierno moderno”
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Presentación de John Carroll III. Gerente Global de Experiencia de Cliente. IPSOS en el WorkShop APEC 2013 "Government-to Citizens Service Channels"TRANSCRIPT
STATE CLOSER TO THE PEOPLETHE MOST IMPORTANT MODERN GOVERNMENT CHALLENGE
John Carroll III Global Head of Customer ExperienceIpsos Loyalty
APEC Conference, 4-5 September 2013Santiago, Chile
© 2013 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
OUR THEME: PUTTING PEOPLE FIRST
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“We intend to put people first …and transform the way
citizens – the customers of state government – can maximise their
own opportunities and choice” --Barry O’Farrell
NSW Premier “Starting the Change – Transforming Customer Service in NSW” Address to CEDA
12 November2010
Source: “Transforming the Citizen Experience One Stop Shop for Public Services (Feb 2012)”
WORKSHOP SUMMARY
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• Stretch our thinking about citizen experiencePURPOSE
• Past efforts (10%)• Current practices (10%)• Future opportunities (80%)
• An energetic start to our event that drives us all to think big!
PROCESS
PAYOFF
PAST EXPERIENCES IN CITIZEN SERVICES
GOVERNMENTS ARE ALWAYS UNDER PRESSURE
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DRIVEECONOMICGROWTH
ADDRESS CITIZENNEEDS
DO MORE WITH LESS
MANY TOOK A DEPARTMENT CENTRIC APPROACH
•For the citizen “Stuck between agency silos”
•For the government“Territorial mentality”
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Agency A
Agency B
Agency C
Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)
AND HAVE APPLIED TECHNOLOGY WITH MIXED SUCCESS
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e-Government
Duplicate IT
Wasted Resources
Lack of Users
Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)
270,000+U.S. Public
Sector websites!
CURRENT PRACTICES IN CITIZEN SERVICES
MANY ARE DEPLOYING ONE STOP SHOP AND MULTI-CHANNEL TECHNOLOGY ENABLED MODELS
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• Integrated back office functions•Citizen-focused, cross-agency view
Fix silo problems
• e-Enabling the front line• Real time information
Proper use of technology
• Large scale value and savings• Intelligent, nimble public organization
Return on investment
Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)Source: “Transforming the Citizen Experience One Stop Shop for Public Services (Feb 2012)”
YOU KNOW YOU’VE ARRIVED WHEN THERE ARE CARTOONS!
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West Bank: Municipal One Stop Shops Improving Services for Citizens (Parts 1 and 2)
http://www.youtube.com/watch?v=3o1p1INuMzY http://www.youtube.com/watch?v=mA9FugMXbj8
CORE PRINCIPLES FOR EXECUTING TODAY’S MODELS
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Listen to your citizens
Break down the silos
Continuouslyimprove through citizen feedback
Set citizen centric
service standards
Enable a multi channel
serviceexperience
1
2
3 4
5
Source: “Transforming the Citizen Experience One Stop Shop for Public Services (Feb 2012)”
PREPARE FOR THE MOST LIKELY CHALLENGES
ORGANIZATION CHALLENGES
• Resistance to changes
• Competition for funding
• Limited staff
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EXPERTISE CHALLENGES
• Lack of technology skills
• Prior failures/inertia
• Disparate information
Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)
LAST WORDS ON IMPLEMENTING TODAY’S MODELS
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THE FUTURE: CITIZEN EXPERIENCE MANAGEMENT
THREE WAYS TO FAIL CITIZENS IN THE FUTURE
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Out-Moded
Out-Thought
Out-Executed
EPICFAIL!
OUT-EXECUTED: TOO SLOW TO CHANGE!
DON’T WORRY – NOT TOO MANY FRAMEWORKS!
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THREE SOLUTIONS TO START ADOPTING NOW
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CitizenMobile
Experience
CitizenJourneyMapping
CitizenFeedback
Management
EpicSuccess!Epic
Success!
CITIZEN MOBILE EXPERIENCE – ARE YOUR GOVERNMENT APPS AS EASY AS ANGRY BIRDS?
IT CAN BE DONE!
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CITIZEN JOURNEY MAPPING – DO YOU KNOW YOUR EXACT MOMENTS OF TRUTH?
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ARTIFACTS
CUSTOMER
FRONTLINESTAFF
BACKSTAGESTAFF
SUPPORTPROCESSES
Simplified Experience Map: Hotel Stay ILLUSTRATIVE
Arriveat Hotel
Give Bagsto Bellhop
Arrive atFront Desk Check-In Go to
RoomReceive
BagsCall Room
ServiceReceive Food &
BeverageEat & Drink
Check-Out,Get Car,Get Taxi
Greet &Take Bags
Check-InProcess
DeliverBags
DeliverFood &
BeverageCheck-Out
Process
ComputerSystem
PrepareFood &
BeverageComputer
System
Take Food& Beverage
OrderBring Bagsto Room
SportsUpdate!
FreeIce Cream!
Giftfor Kids!
HotelExteriorParking
Lot
Cartfor Bags
Uniforms
DeskLobby
Room KeyBilling
Authorization
ElevatorsHallways
RoomBathroom
Cartfor Bags
UniformsMenu
Delivery TrayServing Plates,
Glassware,Utensils
Food &Beverage
Bill, DeskLobby, Hotel
ExteriorParking Lot
Call Center 101
Necesito hacer un trámite
Requiero tiempo,
planificación y costo
Tengo predisposición
por percepciones y experiencias
previas
Según mi edad,
ubicación, etc. tengo ciertas preferencias
Hechosde Vida
Anunciosdel Gobierno
¿Sé cómo hacerlo?
Fuentesgatilladoras
Si Selección de Canal de Atención
Búsqueda y obtención
de información
Fuentesinformación
FamiliaresAmigosVecinos
InternetTeléfono
Sucursales
www.ChileAtiende.cl
No
Anfitrión recibe, orienta y entrega
n° atención
AtenciónCiudadano espera
Recepción desolicitud (funcionario)Intercambio y Procesamiento deinformaciónEntrega del servicio o derivación con o sininformación adicionalFin del trámite en elmomento o con plazocomprometido.
¿Logré hacer el trámite?
1
2
Si Fin
1
2
Facilidad para encontrarla información que se busca
Facilidad para interactuarcon el portal (amigable)
Claridad y disponibilidad de la información
No
¿Trámite disponibleen línea?
¿Estoy dispuestoy puedo hacerlo?
Si
No No
TransacciónSi
A y B
Si Fin
No 1
2
Facilidad de usoMedios de pago
Comprobante yrespaldo operación
Facilidad para acceder a Internet
Responde menu deopciones y operadores
Ciudadano espera
Atención
Recepción desolicitud (operador)
Intercambio y Procesamiento de
InformaciónEntrega del servicio
o derivación con o sininformación adicional
¿Obtuve la información que buscaba?
Si Fin
1
2
No
= evalúa la provisión de información
InstitucionesAgencias
A
B
IT CAN BE DONE!
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WHAT IS A MOMENT OF TRUTH?
A survey measures performance on key attributes such as Cleanliness
A journey maps highlights the moment of truth for cleanliness in time and place: First entry to the hotel room
VS
HOW DO WE CREATE CITIZEN JOURNEY MAPS?
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Interviewgovernment
leaders1
Conductethnography
2 CreateCurrent
statemaps
3
Validatemaps
with frontline4
Deliveraction
workshops5
CITIZEN FEEDBACK MANAGEMENT ARE YOU REPORTING OUT TO EVERYONE?
PartnerRead-outs
LeaderDashboards
MiddleManagement
SystemsFront Line
Reports
ARE YOU COMBINING ALL CITIZEN FEEDBACK?Web and
Social Media
Phone
Geo-location
IVR
@
Face to Face
DatabasesOperational & Customer
HolisticFeedbackPlatform
ARE YOU TAKING CITIZEN ACTION IN REAL TIME?
CitizenAction
ManagementSystem
Managers evaluate
process fixes
Citizen interacts
Citizenprovides feedback
Caseis opened
if negative event
Case team closes the loop
IT CAN BE DONE!
THREE SOLUTIONS
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CitizenMobile
Experience
CitizenJourneyMapping
CitizenFeedback
Management
EpicSuccess!Epic
Success!
LAST WORD – CITIZENS ARE HUMANS!
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THANK YOU!
© 2013 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
John [email protected]