Reinventing Government Customer Service


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It's all about perception and we have a perception problem.
The perception across the board is that “Government” are generally good at talking about things but terrible at doing them. For the most part, Governments have adapted and have embraced new technologies and have invested significantly over the past decade to build a
meaningful digital presence to engage with their citizens.
And as they should, because not doing so doesn’t just create discontent and
frustration among the masses - the consequences can be much dire.

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Click through the full slide share presentation to view Strategy Director at Deepend, Jen Tucker's presentation on Reinventing Governemtn Customer Service.

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Reinventing Government Customer Service

  1. 1. Deepend presentsREINVENTING GOVERNMENTCUSTOMER SERVICEDeepend is a digital communications and innovation consultancy.We specialise in creatively driven, strategic, business and marketingsolutions.
  2. 2. about usSo you might be wondering what we do at Deepend.Well, quite simply, we make ideas happen - we innovate.At our core, we are leaders in innovation and have builtour reputation on our ability to achieve our clients goalsand objectives with award winning digital work. follow us on
  3. 3. about meHaving spent the first 10 years of my career working in Stateand Federal government Departments, I joined the Deependteam as Strategy Director at the start of 2012.I spend my days working with some of Australia’s most wellknown brands helping them transform their digital presenceand build greater relationships with their audience. find me on
  4. 4. IT’S ALL ABOUT PERCEPTION.And we have a perception problem.
  5. 5. “Old school, disconnected, out of touch...”The perception across the board is that “Government” are generally good attalking about things but terrible at doing them. We’ve all heard the endlessrhetoric that pretty much consists of “They made me fill in all these formsand wait for two hours and then told me I’d filled in the wrong form andwaited in the wrong line at the wrong office...” But we also know that thisrhetoric is out of date.For the most part, Governments have adapted and have embraced newtechnologies and have invested significantly over the past decade to build ameaningful digital presence to engage with their citizens.And as they should, because not doing so doesn’t just create discontent andfrustration among the masses - the consequences can be much dire.
  7. 7. Communication can save livesAs someone who worked for the Department of Justice as a supposed‘communication expert’ for the years leading up to and following the BlackSaturday bushfires it was personally devastating when the RoyalCommission into the 2009 bushfires highlighted that one of major factorsthat contributed to the death and destruction of these fires was afundamental lack of clear communication and community education.RECOMMENDATION #2“The State revise the approach tocommunity bushfire safety education...”
  9. 9. Reinvention isn’t easy...When people talk about throwing out the rule book, that is literallywhat we did. The past approach to bushfire communication,community education and campaigns was forever gone and ascommunicators we were faced with the realisation that not onlywere we dealing with a bereaved community who were stillstruggling to come to terms with what had happened, but thosewho had survived were incredibly confused. And I wonder why...?Stay or go?Code Red and CatastrophicFire Safety WarningsNeighbourhood Safer PlacesTownship Protection PlansEmergency Alert WarningsPrepare. Act. Survive.but it is possible.
  10. 10. “Positive long-term behaviour change”And so became oursingle minded proposition:
  11. 11. THE ART OF BEINGEverything to everyone
  12. 12. Rule 1. Be everywhereHow we consume information has shiſted rapidly over the past decade, and itis fundamental that Government’s follow if they intend to have impact. WhenI started my career in Government communications, our channels primarilyconsisted of print, events and PR. For large scale campaigns we upped theante and included television, outdoor and radio advertising. Fast forward arelatively short amount of time and we were doing major digital campaignsthat included social media, building apps, branded content, blogs and the listgoes on.The problem is that while the number of channels increase and move,Governments need to be everywhere. Ignoring the new channels will notmake them go away, and unfortunately it will only increase the gap betweenyou and your audience.
  13. 13. Rule 2. Be mobileAustralian’s love smartphones. And in fact arguably we love them more thenany other country, given we have the second highest penetration ofsmartphones in the world. And we don’t just use them to make calls andsend messages.Close to 70% of Australians use their smartphones to access the internetmultiple times a day. And the mobile trend isn’t slow moving by any means,in fact it’s more like an avalanche. Across the board we are seeing significantrises how oſten, how much, what for and whereabouts we use them.Most of our clients at Deepend are now seeing that close to a third of allwebsite traffic is coming from a mobile device, almost double that of what itwas just one year ago.FireReady mobile campaign
  14. 14. Rule 3. Be socialPersonally I believe that social media is the greatest giſt ever to be given toGovernments. For literally hundreds of years politicians and public servantsalike spent their time trying to ascertain exactly what it was that theircitizens wanted. And we have now entered an age where it has been handedto us on a silver platter.At its core, being social allows you to create true two-way communicationbetween you and your audience. It allows you to disseminate informationquickly and with impact. It can generate change and bring communitiestogether.But like all beautiful things, social media can be dangerous if not usedproperly, which is why investing in it properly is fundamental to its success.FireReady Challenge
  15. 15. Rule 4. Be innovativeThink about every time as public servants that you’vebeen told “We can’t do that”. Even if you’re not a publicservant, chances are you’ve been told this in your job.But as public servants there are a plethora of rules andregulation and red tape that make doing something forthe first time a seemingly impossible task.But we have to move away from this mindset that justbecause something hasn’t been done before doesn’tmean it can’t happen now.Keep it Safe
  16. 16. Rule 5. Be braveAt the end of the day, reinvention of any kind requires you to be brave. Itrequires you to not be afraid of making mistakes. It requires you to be boldand to take risks. From every corner of the globe we are seeing Governmentstaking giant steps forward and connecting with their citizens in new ways.Last year, New York City Mayor, Michael Bloomberg, invited his citizens toreinvent the cities 11,000+ payphones that had become obsolete since therise of mobile phones. The submissions were incredible and should stand asa constant reminder of what is possible when Governments open their mindsand connect with the“How can New York City reinvent payphones tomake our city more accessible, safer, healthier,greener and better informed?”
  17. 17. thank