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NASACT 2014
Annual Conference
Service NSW, Australia CS#9 – Governments Adopting a Customer Centric Approach: A Global Perspective
James Hunter, Partner KPMG
NSW – Some context
The journey so far
The secret sauce
Show me the money
The journey ahead
3
NSW
New South Wales
Setting the scene
40m transactions pa
US Comparators....
Land Size: Bigger than Texas
Population: Washington state
GSP: Ohio, New Jersey
4
About NSWSetting the scene
Percentage of customers who are satisfied or very satisfied with government services.
The Journey so far: Starting point 1A burning platform in customer service
5
“ Its so hard to navigate through all the information and the multitude of people you need to deal with ”
“ You seem to waste a lot of time either sitting or waiting to get to the right person to be told you’re speaking to the wrong person… you feel under-valued”
“ Nobody knows anything, its always that they pass the buck ”
“ Its so hard to find what you are looking for and the wait times are terrible ”
The Journey so far: Starting point 2Fragmented and silo’d customer service
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2012 2013 2014 2015
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Business Case 1
Proof Of Concept
Plan & Prepare
Proof Of Concept Rollout & Learn
NEXT PHASE Accelerated Digital
Business Case 2
Exec Team hired
The Journey so farTimeline
e
8
The Journey so farIn numbers
380+ government operated shop fronts
30+ government call centres
8,000+ information lines and government contact centre phone numbers
900+ individual government websites
18 initial stop shops in 2013/14 across the state, open 7am to 7pm weekdays & 9am to 3pm Saturdays
3-4 dedicated contact centres for government services, 24/7 no IVR with call back option
1 single phone number
1 digital transactional portal / site: www.service.nsw.gov.au*
*also linked to www.nsw.gov.au
FROMCurrent NSW Government Service Delivery
TOService Delivery with Service NSW
PROOF OF CONCEPT
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The Journey so farIn pictures
Before
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The Journey so farIn pictures
Now…
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• Leveraging best practice solutions to enable a single integrated view – call centre, online and service centres
• A single online portal accessible via range of different devices
• ‘Customer Inside’ design – avg. 12 clicks to 3
• Currently provides access to more than 500 transactions across NSW Government Agencies
The Journey so farBringing digital to life with the customer
13
Tools: Service NSW Feedback (kiosk/online/phone) Service NSW Digital Dashboard
The Journey so farReal-time customer feedback and tracking
14
The Journey so far: Example of a Senior’s Card Application
A better customer experience
From 2-8 days to 3 minutes
Using..... Co-design, Fresh ‘eyes’ review and new technology
15
Co-design: The Customer view
http://www.youtube.com/watch?v=YTuS10ctZ3E&feature=player_detailpage
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Results to date – driving productivity and service excellence
16
Delivered Transitioned
Customers servedacross various channels
transaction typesfrom 15 AgenciesContact
CentreDigital
3.5Million
Served
800+
Feedback
positive customer satisfaction feedback scores - 4.85/5
(staff and customers)
98%Wait Times
Call CentreService Centre
Opened
of the 18 planned service centres with remainder rolled
out by mid 2014
18
ServiceCentre
IPAA NSW State Conference 2014
17
TOP SECRET
1. DNA2. People3. Clarity4. Approach
The secret sauce
18
Secret Sauce: The DNA factor
Clear vision and a customer service culture from day 1
VISION
To be recognised as the distinctive leader in the provision
of government services
VALUES
1. PASSION2. TEAMWORK3. ACCOUNTABILITY
SUCCESS
1. Top Quartile employee commitment
2. Top Quartile customer satisfaction
3. First choice provider of government services
4. Solutions and savings for government
19
Secret Sauce: PeopleLeadership and staff
Strong backing and consistency in leadership
Customer Service Commissioner
CEO
Executive team & expertise
Staff selected for customer service experience
Passion and excitement
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Being clear about the role of Service NSW with other agencies
Intensive and tailored stakeholder engagement
Secret Sauce: Clarity with stakeholders
AGENCY
21
Secret Sauce: Approach Pragmatic and insight driven
Visible and frequent signs of progress
Brave decisions taken early – no large IT
Multi-vendor, expert focus
Long term partnership not short-term supplier
Flat management structure
Too good to be true?
Challenges exist – data not available or readily accessible
Financial transparency and documentation
Lessons learned undertaken
22
Show me the money
23
Efficiency dividends are immediately realised with digital
Reduction in back-office processing and manual handling of hand-written, paper based forms
Approx. 30% reduction in Service NSW daily mail-out processes of forms to customers
Efficiency of single portal for customers and SNSW staff:
‘Self-Service’ kiosks provide customers with a website that is exactly the same if they were using their PC or tablet at home
Staff are able to educate customers that they can do transactions completed at home, reducing need for over the counter transactions
Customer service at a lower cost
Show me the money
24
Show me the moneyOpportunity to drive better customer service outcomes and deliver efficiencies for government at the same time
The Proof of Concept has confirmed the opportunities that Service NSW can deliver
And also confirmed the need for scale at speed given the investment at outset in the HQ and need for transactions volumes
Efficiencies:
Agencies focusing on ‘core mission’
Remove duplication of roles/teams e.g. Digital lead across departments
Call centre efficiencies
Moving customers towards digital
Having physical sites actually closer to the customer
25
Show me the moneyEstimates going forward
Customer
Increase in customer satisfaction score from 4.5 to near 5 out of 5
Increase in customer coverage, with greater transactions available
Financials
Annual savings for the government
Recovery of annual merchant fees
One-off property ‘sale/leaseback’ proceeds
Economic/productivity improvements
And more .... Efforts underway to extend the reach of services and clients
26
The Executive view
27
The journey ahead
28
The future vision for Service NSW
Providing customers with an increasing number of transactions, with more online transactions from an increasing range of Government agencies
Greater product coverage
The rollout of new Service NSW outlets across the state reaching 80% of the population (an increase of about 20%)
Greater customer coverage
The future vision improves efficiencies and offers greater value from the Service NSW delivery model
Transitioning the RMS Customer Service Branch (Motor Registries and the MyRTA website) by assigning staff to Service NSW, to increase the reach and size of Service NSW
Rapid scale
Optimisation
29
The Journey ahead What might the end game look like?
Note: the approach will remain adaptable and pragmatic to allow for changes in customer expectation, new technology advances and environmental factors
30
30
By 30th June 2016, Service NSW will have:
Customers using digital ways to transact with NSW government
An innovative new network of physical locations across NSW, increasing coverage to customers
A contact centre network using an integrated system to create a joined-up experience for the customer
Continue building a service focussed organisation with the Service NSW DNA at its heart
A whole-of-government payments platform in line with NSW ICT Strategy
IMPORTANT The approach remains pragmatic and flexible – with gateways along the journey to review, test and adapt if required .....
31
The Leadership view
32
Thank you
Michael Pratt Customer Service Commissioner [email protected]
Glenn King CEO, Service NSW [email protected]
James Hunter Lead Partner, KPMG [email protected]