Service development in local government


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Presentation for the working group on information society and e-government of CEMR (The Council of European Municipalities)

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Service development in local government

  1. 1. Service development in local government CEMR WORKING GROUP ON INFORMATION SOCIETY AND eGOVERNMENT Brussels, Thursday, 3 February 2011 Bart Noels Intercommunale Leiedal / NSR 4B Smart Cities
  2. 4. Supported by a wide range of mainstreaming partners
  3. 5. Services: the “answer” model <ul><li> </li></ul>
  4. 6. Start with a vision <ul><li>Ambitions > plan </li></ul><ul><li>Involve your whole organisation </li></ul><ul><li>Think before you act </li></ul>
  5. 7. Services are teamwork <ul><li>Working on services is working on your organisation </li></ul><ul><li>Knowledge management </li></ul><ul><li>Provide time & money </li></ul>
  6. 8. Service list as central resource <ul><li>Describe your service offers in a structured way </li></ul><ul><li>Service information is task of the department, your communication service is a facilitator </li></ul><ul><li>Central: Steer on quality </li></ul>
  7. 9. Know your customer <ul><li>Knowledge on customers leads to higher impact </li></ul><ul><li>Start with a business case: what is it you really want to improve? </li></ul><ul><li>Use existing data </li></ul><ul><li>Involve your customers </li></ul><ul><li>Avoid “targeting general public” > there is no “general public” > use different target groups </li></ul><ul><li>Use knowledge on customers for channel choice & marketing </li></ul>
  8. 10. Business Question Definable Measurable Testable <ul><ul><li>Be worth doing: </li></ul></ul><ul><ul><ul><li>Better customer services </li></ul></ul></ul><ul><ul><ul><li>Improved efficiency </li></ul></ul></ul><ul><ul><ul><li>Political priority </li></ul></ul></ul><ul><ul><li>Involve specific groups of </li></ul></ul><ul><ul><li>customers (e.g. not universal) </li></ul></ul>
  9. 11. Who are your customers? What do you already know: <ul><ul><li>Commercial products </li></ul></ul><ul><ul><li>Officer views </li></ul></ul><ul><ul><li>Customer’s views – local or national </li></ul></ul><ul><ul><li>Socio-economic data </li></ul></ul><ul><ul><li>Customer use/take up data from records </li></ul></ul>
  10. 12. Source: Mosaïc
  11. 13. Recurring Groups Old Wealth Educated Cosmopolitans Career focussed Materialists Better off Elders Midscale Salariat Blue Collar Self Sufficiency Agrarian Heartlands Hardened Dependency Low Income Elderly De-industrial Legacy Source: OriginsInfo
  12. 14. Building permit
  13. 15. Free bus pass Source: Esd toolkit, UK
  14. 16. Types of neighbourhood in Norwich
  15. 17. IT <ul><li>IT helps, when your organisation is ready </li></ul><ul><li>IT is a strategic instrument, decisions on management level </li></ul><ul><li>Share data </li></ul><ul><li>Open platforms </li></ul>
  16. 18. Develop a channel strategy <ul><li>[One size fits all] </li></ul><ul><li>Optimise existing channels first </li></ul><ul><li>Target group <> channel </li></ul><ul><li>Simple & high volume transactions = online </li></ul><ul><li>Complex & low volume = face to face </li></ul><ul><li>‘ Online’ creates time for specific target groups requiring face to face contact </li></ul><ul><li>Perception management </li></ul>
  17. 19. Survey on services in Kortrijk region <ul><li>Survey on (digital) surveys </li></ul><ul><ul><li>3.000 people </li></ul></ul><ul><ul><li>5 municipalities </li></ul></ul><ul><ul><li>Use and appreciation of digital channels and e-services & services </li></ul></ul>
  18. 20. Preference channels Practical info Leisure Subventions Face to face Print Phone Mail website
  19. 21. Preference channels Face to face Letter Phone Mail Website Meeting Reporting malfunction / registration activity / formal registration / opinion
  20. 22. Develop your channels <ul><li>Local website as central repository for citizen and employee </li></ul><ul><li>Websites: communication > transaction > e-citizen/e-participation </li></ul><ul><li>Optimise classic channels: phone, face to face </li></ul><ul><li>Opening hours (staff cost) = last step, dependent of all your other actions and efforts </li></ul>
  21. 23. <ul><li>Expectations </li></ul><ul><li>organisation </li></ul><ul><li>Political long term </li></ul><ul><li>agreement </li></ul><ul><li>Political vision on services </li></ul><ul><li>Organisational vision </li></ul><ul><li>on customer services </li></ul><ul><li>Expectations staff </li></ul><ul><li>Expectations </li></ul><ul><li>citizen </li></ul><ul><li>Detection: </li></ul><ul><li>Survey </li></ul><ul><li>Direct respons </li></ul><ul><li>General expectations </li></ul><ul><li>Experience staff </li></ul><ul><li>Products </li></ul><ul><li>Complexity product </li></ul><ul><li>Volume transactions </li></ul><ul><li>Delivery time </li></ul><ul><li>Finances </li></ul>Channel strategy Right product Available at the right moment via the right channel Adapted to the target group <> All products always available all time via all channels <ul><li>Conditions </li></ul><ul><li>- # staff, financial status </li></ul><ul><li>marketing: clearness, </li></ul><ul><li>easy to communicate </li></ul><ul><li>cost/channel </li></ul><ul><li>organisation culture </li></ul>e-mail letter desk website phone Base measuring appointment Expectations, products and channel strategy
  22. 24. Output measuring is knowledge Impact measuring is wisdom <ul><li>Measuring your efforts is one thing, knowing if you have realised something is the real thing </li></ul><ul><li>Measuring = defining ambitions and targets </li></ul><ul><li>A quality model is a handy tool </li></ul><ul><li>Involve users </li></ul><ul><li>Have a constant dialogue </li></ul><ul><li>Use qualitative methods </li></ul>
  23. 25. Marketing <ul><li>Many citizens don’t know what the municipality is offering </li></ul><ul><li>Make regular services attractive </li></ul><ul><li>Cross over </li></ul><ul><li>Use knowledge about your customers </li></ul>
  24. 26. Online guide
  25. 27. Coming soon <ul><li>Publication on processes in local government </li></ul><ul><li>Publication on Customer Contact Centres </li></ul><ul><li>Publication on co-design </li></ul><ul><li>Follow us on Twitter @smart_cities </li></ul><ul><li>Newsletter: </li></ul>
  26. 28. <ul><li>Bart Noels </li></ul><ul><li>e-Government </li></ul><ul><li>Intercommunale Leiedal </li></ul><ul><li>President Kennedypark 10 </li></ul><ul><li>8500 Kortrijk </li></ul><ul><li>tel. +32 56 24 16 16 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>