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

STATE CLOSER TO THE PEOPLETHE MOST IMPORTANT MODERN GOVERNMENT CHALLENGE

John Carroll III Global Head of Customer ExperienceIpsos Loyalty

APEC Conference, 4-5 September 2013Santiago, 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.

OUR THEME: PUTTING PEOPLE FIRST

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“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)”

WORKSHOP SUMMARY

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• 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

PAST EXPERIENCES IN CITIZEN SERVICES

GOVERNMENTS ARE ALWAYS UNDER PRESSURE

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DRIVEECONOMICGROWTH

ADDRESS CITIZENNEEDS

DO MORE WITH LESS

MANY TOOK A DEPARTMENT CENTRIC APPROACH

•For the citizen “Stuck between agency silos”

•For the government“Territorial mentality”

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Agency A

Agency B

Agency C

Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)

AND HAVE APPLIED TECHNOLOGY WITH MIXED SUCCESS

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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!

CURRENT PRACTICES IN CITIZEN SERVICES

MANY ARE DEPLOYING ONE STOP SHOP AND MULTI-CHANNEL TECHNOLOGY ENABLED MODELS

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• 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)”

YOU KNOW YOU’VE ARRIVED WHEN THERE ARE CARTOONS!

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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

CORE PRINCIPLES FOR EXECUTING TODAY’S MODELS

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Listen to your citizens

Break down the silos

Continuouslyimprove through citizen feedback

Set citizen centric

service standards

Enable a multi channel

serviceexperience

1

2

3 4

5

Source: “Transforming the Citizen Experience One Stop Shop for Public Services (Feb 2012)”

PREPARE FOR THE MOST LIKELY CHALLENGES

ORGANIZATION CHALLENGES

• Resistance to changes

• Competition for funding

• Limited staff

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EXPERTISE CHALLENGES

• Lack of technology skills

• Prior failures/inertia

• Disparate information

Source: CSTransform.org White Paper: “Citizen Service Transformation” (Feb 2010)

LAST WORDS ON IMPLEMENTING TODAY’S MODELS

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THE FUTURE: CITIZEN EXPERIENCE MANAGEMENT

THREE WAYS TO FAIL CITIZENS IN THE FUTURE

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Out-Moded

Out-Thought

Out-Executed

EPICFAIL!

OUT-EXECUTED: TOO SLOW TO CHANGE!

DON’T WORRY – NOT TOO MANY FRAMEWORKS!

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THREE SOLUTIONS TO START ADOPTING NOW

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CitizenMobile

Experience

CitizenJourneyMapping

CitizenFeedback

Management

EpicSuccess!Epic

Success!

CITIZEN MOBILE EXPERIENCE – ARE YOUR GOVERNMENT APPS AS EASY AS ANGRY BIRDS?

IT CAN BE DONE!

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CITIZEN JOURNEY MAPPING – DO YOU KNOW YOUR EXACT MOMENTS OF TRUTH?

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ARTIFACTS

CUSTOMER

FRONTLINESTAFF

BACKSTAGESTAFF

SUPPORTPROCESSES

Simplified Experience Map: Hotel Stay ILLUSTRATIVE

Arriveat Hotel

Give Bagsto Bellhop

Arrive atFront Desk Check-In Go to

RoomReceive

BagsCall Room

ServiceReceive Food &

BeverageEat & Drink

Check-Out,Get Car,Get Taxi

Greet &Take Bags

Check-InProcess

DeliverBags

DeliverFood &

BeverageCheck-Out

Process

ComputerSystem

PrepareFood &

BeverageComputer

System

Take Food& Beverage

OrderBring Bagsto Room

SportsUpdate!

FreeIce Cream!

Giftfor Kids!

HotelExteriorParking

Lot

Cartfor Bags

Uniforms

DeskLobby

Room KeyBilling

Authorization

ElevatorsHallways

RoomBathroom

Cartfor Bags

UniformsMenu

Delivery TrayServing Plates,

Glassware,Utensils

Food &Beverage

Bill, DeskLobby, Hotel

ExteriorParking Lot

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

Hechosde Vida

Anunciosdel Gobierno

¿Sé cómo hacerlo?

Fuentesgatilladoras

Si Selección de Canal de Atención

Búsqueda y obtención

de información

Fuentesinformación

FamiliaresAmigosVecinos

InternetTeléfono

Sucursales

www.ChileAtiende.cl

No

Anfitrión recibe, orienta y entrega

n° atención

AtenciónCiudadano espera

Recepción desolicitud (funcionario)Intercambio y Procesamiento deinformaciónEntrega del servicio o derivación con o sininformación adicionalFin del trámite en elmomento o con plazocomprometido.

¿Logré hacer el trámite?

1

2

Si Fin

1

2

Facilidad para encontrarla información que se busca

Facilidad para interactuarcon el portal (amigable)

Claridad y disponibilidad de la información

No

¿Trámite disponibleen línea?

¿Estoy dispuestoy puedo hacerlo?

Si

No No

TransacciónSi

A y B

Si Fin

No 1

2

Facilidad de usoMedios de pago

Comprobante yrespaldo operación

Facilidad para acceder a Internet

Responde menu deopciones y operadores

Ciudadano espera

Atención

Recepción desolicitud (operador)

Intercambio y Procesamiento de

InformaciónEntrega del servicio

o derivación con o sininformación adicional

¿Obtuve la información que buscaba?

Si Fin

1

2

No

= evalúa la provisión de información

InstitucionesAgencias

A

B

IT CAN BE DONE!

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WHAT IS A MOMENT OF TRUTH?

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

HOW DO WE CREATE CITIZEN JOURNEY MAPS?

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Interviewgovernment

leaders1

Conductethnography

2 CreateCurrent

statemaps

3

Validatemaps

with frontline4

Deliveraction

workshops5

CITIZEN FEEDBACK MANAGEMENT ARE YOU REPORTING OUT TO EVERYONE?

PartnerRead-outs

LeaderDashboards

MiddleManagement

SystemsFront Line

Reports

ARE YOU COMBINING ALL CITIZEN FEEDBACK?Web and

Social Media

Phone

Geo-location

IVR

@

Face to Face

Email

DatabasesOperational & Customer

HolisticFeedbackPlatform

ARE YOU TAKING CITIZEN ACTION IN REAL TIME?

CitizenAction

ManagementSystem

Managers evaluate

process fixes

Citizen interacts

Citizenprovides feedback

Caseis opened

if negative event

Case team closes the loop

IT CAN BE DONE!

THREE SOLUTIONS

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CitizenMobile

Experience

CitizenJourneyMapping

CitizenFeedback

Management

EpicSuccess!Epic

Success!

LAST WORD – CITIZENS ARE HUMANS!

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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 [email protected]