Taking a Customer-Centric Approach in the Business Maria Robertson, - - PowerPoint PPT Presentation

Taking a Customer-Centric Approach in the Business

Maria Robertson, Deputy Chief Executive, Service Delivery and Operations, Department of Internal Affairs 7 September 2016

Department of Internal Affairs

We are in rapidly changing times

• Ministers priorities; citizens demands
• People experience pain points

– Integrating – Channel shifting (digital + non-digital)

• What if we really put the customer/citizen at the

centre?

• What if we designed servicesa round the person, not

the agency or channel?

Department of Internal Affairs

Customer Pain Points

• 51% had experienced pain

points

• 39% had missed out on a

service because they did not know it was available

• 39% reported a government

agency not seeming to understand the effect its decisions and requests had

• n a customer

Department of Internal Affairs

Customer Pain Points

• 44% had submitted the same

information to several government agencies

• 37% reported that a

government agency asked them to provide too much information to prove who they were

• 37% wanted to complete a

whole transaction online, but were unable to do so

Department of Internal Affairs

The ambition?

People have easy access to public services, which are designed around them, when they need them.

Department of Internal Affairs

Birth IR# Vaccs ECE Formal Quals DL Tertiary Vote Jobs Travel Housing Relationships Kids Divorces Career Investments Dependants Divesting Mokopuna Investing Retirement

3 15-17 18-20 20s 30s 40s 50s 60s etc

This thing called life….

Department of Internal Affairs

Design principles for creating a customer centric service

• Customer Experience
• Fit for purpose
• Effective and efficient

performance

• Managing the work

– Spans – Complexity – accountability

• Financial sustainability

Department of Internal Affairs

Knowledge of our customer Complete Omnichannel Business Open Ecosystem Driver

• Own customer relatonship
• Multi product customer experience to

meet life events

• Integrated value chain

Banks, retail, energy companies

• Provide branded open platform
• Ensure great customer experience
• Plug and play third party products
• Customer knowledge from all data
• Match customer needs with providers
• Extract ‘rents’

Amazon, Alibaba, Google Partial Supplier Modular Producer

• Potential for loss of power
• Core sklls: low cost producer, incremental

innovation Insurance via agent, electronic producer via retailer, mutual find via broker

• Plug and play product/service
• Able to adapt to any ecosystem
• Constant innovation of product/service

Paypal Value Chain Ecosystem Business Design

Citizens are demanding shifts in how they access products/services

Department of Internal Affairs

Services built around customer needs, rather than traditional agency boundaries

“because we do marriages people assume we do divorces”

• DIA, Customer Services Officer

Department of Internal Affairs

Foundations for service innovation

• Integrated services where appropriate
• Efficiency in digital delivery
• Automated universal entitlement
• Information capture, navigation, access, use
• Coherent digitally enabled identity
• Governance
• Partnerships across boundaries
• System views
• System resolution