STATE CLOSER TO
THE PEOPLE
THE MOST IMPORTANT MODERN
GOVERNMENT CHALLENGE
John Carroll III
Global Head of Customer Experie...
OUR THEME: PUTTING PEOPLE FIRST
2
“We intend to put people first
…and transform the way
citizens – the customers of state
...
WORKSHOP SUMMARY
3
•Stretch our thinking about citizen experiencePURPOSE
•Past efforts (10%)
•Current practices (10%)
•Fut...
PAST
EXPERIENCES IN
CITIZEN SERVICES
GOVERNMENTS ARE ALWAYS UNDER PRESSURE
5
DRIVE
ECONOMIC
GROWTH
ADDRESS
CITIZEN
NEEDS
DO MORE
WITH LESS
MANY TOOK A DEPARTMENT CENTRIC APPROACH
•For the citizen
“Stuck between agency silos”
•For the government
“Territorial men...
AND HAVE APPLIED TECHNOLOGY WITH
MIXED SUCCESS
7
e-Government
Duplicate IT
Wasted Resources
Lack of Users
Source: CSTransf...
CURRENT
PRACTICES IN
CITIZEN SERVICES
MANY ARE DEPLOYING ONE STOP SHOP AND MULTI-
CHANNEL TECHNOLOGY ENABLED MODELS
9
• Integrated back office functions
• Citiz...
YOU KNOW YOU’VE ARRIVED WHEN THERE ARE CARTOONS!
10
West Bank: Municipal One Stop Shops Improving Services for Citizens (P...
CORE PRINCIPLES FOR EXECUTING TODAY’S MODELS
11
Listen to
your citizens
Break down
the silos
Continuously
improve through
...
PREPARE FOR THE MOST LIKELY CHALLENGES
ORGANIZATION CHALLENGES
• Resistance to changes
• Competition for funding
• Limited...
LAST WORDS ON IMPLEMENTING TODAY’S MODELS
13
THE FUTURE:
CITIZEN EXPERIENCE
MANAGEMENT
THREE WAYS TO FAIL CITIZENS IN THE FUTURE
15
Out-
Moded
Out-
Thought
Out-
Executed
EPIC
FAIL!
OUT-EXECUTED: TOO SLOW TO CHANGE!
DON’T WORRY – NOT TOO MANY FRAMEWORKS!
17
THREE SOLUTIONS TO START ADOPTING NOW
18
Citizen
Mobile
Experience
Citizen
Journey
Mapping
Citizen
Feedback
Management
Epi...
CITIZEN MOBILE EXPERIENCE – ARE YOUR
GOVERNMENT APPS AS EASY AS ANGRY BIRDS?
IT CAN BE DONE!
20
CITIZEN JOURNEY MAPPING – DO YOU KNOW
YOUR EXACT MOMENTS OF TRUTH?
21
ARTIFACTS
CUSTOMER
FRONTLINE
STAFF
BACKSTAGE
STAFF
S...
Call Center 101
Necesito
hacer un
trámite
Requiero
tiempo,
planificación
y costo
Tengo
predisposición
por percepciones
y e...
WHAT IS A MOMENT OF TRUTH?
23
 A survey measures
performance on key attributes
such as Cleanliness
 A journey maps highl...
HOW DO WE CREATE CITIZEN JOURNEY MAPS?
24
Interview
government
leaders
1
Conduct
ethnography
2 Create
Current
state
maps
3...
CITIZEN FEEDBACK MANAGEMENT
ARE YOU REPORTING OUT TO EVERYONE?
Partner
Read-
outs
Leader
Dashboards
Middle
Management
Syst...
ARE YOU COMBINING ALL CITIZEN FEEDBACK?
Web and
Social Media
Phone
Geo-
location
IVR
@
Face to Face
Email
Databases
Operat...
ARE YOU TAKING CITIZEN ACTION IN REAL TIME?
Citizen
Action
Management
System
Managers
evaluate
process fixes
Citizen
inter...
IT CAN BE
DONE!
THREE SOLUTIONS
30
Citizen
Mobile
Experience
Citizen
Journey
Mapping
Citizen
Feedback
Management
Epic
Success!
LAST WORD – CITIZENS ARE HUMANS!
31
THANK YOU!
© 2013 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and
may not be disc...
“El Estado cercano a los ciudadanos, el desafío más importante de un gobierno  moderno”
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“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"

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“El Estado cercano a los ciudadanos, el desafío más importante de un gobierno moderno”

  1. 1. STATE CLOSER TO THE PEOPLE THE MOST IMPORTANT MODERN GOVERNMENT CHALLENGE John Carroll III Global Head of Customer Experience Ipsos Loyalty APEC Conference, 4-5 September 2013 Santiago, 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.
  2. 2. OUR THEME: PUTTING PEOPLE FIRST 2 “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)”
  3. 3. WORKSHOP SUMMARY 3 •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
  4. 4. PAST EXPERIENCES IN CITIZEN SERVICES
  5. 5. GOVERNMENTS ARE ALWAYS UNDER PRESSURE 5 DRIVE ECONOMIC GROWTH ADDRESS CITIZEN NEEDS DO MORE WITH LESS
  6. 6. MANY TOOK A DEPARTMENT CENTRIC APPROACH •For the citizen “Stuck between agency silos” •For the government “Territorial mentality” 6 Agency A Agency B Agency C Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)
  7. 7. AND HAVE APPLIED TECHNOLOGY WITH MIXED SUCCESS 7 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!
  8. 8. CURRENT PRACTICES IN CITIZEN SERVICES
  9. 9. MANY ARE DEPLOYING ONE STOP SHOP AND MULTI- CHANNEL TECHNOLOGY ENABLED MODELS 9 • 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)”
  10. 10. YOU KNOW YOU’VE ARRIVED WHEN THERE ARE CARTOONS! 10 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
  11. 11. CORE PRINCIPLES FOR EXECUTING TODAY’S MODELS 11 Listen to your citizens Break down the silos Continuously improve through citizen feedback Set citizen centric service standards Enable a multi channel service experience 1 2 3 4 5 Source: “Transforming the Citizen Experience One Stop Shop for Public Services (Feb 2012)”
  12. 12. PREPARE FOR THE MOST LIKELY CHALLENGES ORGANIZATION CHALLENGES • Resistance to changes • Competition for funding • Limited staff 12 EXPERTISE CHALLENGES • Lack of technology skills • Prior failures/inertia • Disparate information Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)
  13. 13. LAST WORDS ON IMPLEMENTING TODAY’S MODELS 13
  14. 14. THE FUTURE: CITIZEN EXPERIENCE MANAGEMENT
  15. 15. THREE WAYS TO FAIL CITIZENS IN THE FUTURE 15 Out- Moded Out- Thought Out- Executed EPIC FAIL!
  16. 16. OUT-EXECUTED: TOO SLOW TO CHANGE!
  17. 17. DON’T WORRY – NOT TOO MANY FRAMEWORKS! 17
  18. 18. THREE SOLUTIONS TO START ADOPTING NOW 18 Citizen Mobile Experience Citizen Journey Mapping Citizen Feedback Management Epic Success!
  19. 19. CITIZEN MOBILE EXPERIENCE – ARE YOUR GOVERNMENT APPS AS EASY AS ANGRY BIRDS?
  20. 20. IT CAN BE DONE! 20
  21. 21. CITIZEN JOURNEY MAPPING – DO YOU KNOW YOUR EXACT MOMENTS OF TRUTH? 21 ARTIFACTS CUSTOMER FRONTLINE STAFF BACKSTAGE STAFF SUPPORT PROCESSES Simplified Experience Map: Hotel Stay ILLUSTRATIVE Arrive at Hotel Give Bags to Bellhop Arrive at Front Desk Check-In Go to Room Receive Bags Call Room Service Receive Food & Beverage Eat & Drink Check-Out, Get Car, Get Taxi Greet & Take Bags Check-In Process Deliver Bags Deliver Food & Beverage Check-Out Process Computer System Prepare Food & Beverage Computer System Take Food & Beverage Order Bring Bags to Room Sports Update! Free Ice Cream! Gift for Kids! Hotel Exterior Parking Lot Cart for Bags Uniforms Desk Lobby Room Key Billing Authorization Elevators Hallways Room Bathroom Cart for Bags Uniforms Menu Delivery Tray Serving Plates, Glassware, Utensils Food & Beverage Bill, Desk Lobby, Hotel Exterior Parking Lot
  22. 22. 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 Hechos de Vida Anuncios del Gobierno ¿Sé cómo hacerlo? Fuentes gatilladoras Si Selección de Canal de Atención Búsqueda y obtención de información Fuentes información Familiares Amigos Vecinos Internet Teléfono Sucursales www.ChileAtiende.cl No Anfitrión recibe, orienta y entrega n° atención Atención Ciudadano espera Recepción de solicitud (funcionario) Intercambio y Procesamiento de información Entrega del servicio o derivación con o sin información adicional Fin del trámite en el momento o con plazo comprometido. ¿Logré hacer el trámite? 1 2 Si Fin 1 2 Facilidad para encontrar la información que se busca Facilidad para interactuar con el portal (amigable) Claridad y disponibilidad de la información No ¿Trámite disponible en línea? ¿Estoy dispuesto y puedo hacerlo? Si No No TransacciónSi A y B Si Fin No 1 2 Facilidad de uso Medios de pago Comprobante y respaldo operación Facilidad para acceder a Internet Responde menu de opciones y operadores Ciudadano espera Atención Recepción de solicitud (operador) Intercambio y Procesamiento de Información Entrega del servicio o derivación con o sin información adicional ¿Obtuve la información que buscaba? Si Fin 1 2 No = evalúa la provisión de información Instituciones Agencias A B IT CAN BE DONE! 22
  23. 23. WHAT IS A MOMENT OF TRUTH? 23  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
  24. 24. HOW DO WE CREATE CITIZEN JOURNEY MAPS? 24 Interview government leaders 1 Conduct ethnography 2 Create Current state maps 3 Validate maps with front line 4 Deliver action workshops 5
  25. 25. CITIZEN FEEDBACK MANAGEMENT ARE YOU REPORTING OUT TO EVERYONE? Partner Read- outs Leader Dashboards Middle Management Systems Front Line Reports
  26. 26. ARE YOU COMBINING ALL CITIZEN FEEDBACK? Web and Social Media Phone Geo- location IVR @ Face to Face Email Databases Operational & Customer Holistic Feedback Platform
  27. 27. ARE YOU TAKING CITIZEN ACTION IN REAL TIME? Citizen Action Management System Managers evaluate process fixes Citizen interacts Citizen provides feedback Case is opened if negative event Case team closes the loop
  28. 28. IT CAN BE DONE!
  29. 29. THREE SOLUTIONS 30 Citizen Mobile Experience Citizen Journey Mapping Citizen Feedback Management Epic Success!
  30. 30. LAST WORD – CITIZENS ARE HUMANS! 31
  31. 31. 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 Carroll john.e.carroll@ipsos.com

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