NASACT 2014 Annual Conference Service NSW, Australia CS#9 – Governments Adopting a Customer Centric Approach: A Global Perspective James Hunter, Partner.

NASACT 2014

Annual Conference

Service NSW, Australia CS#9 – Governments Adopting a Customer Centric Approach: A Global Perspective

James Hunter, Partner KPMG

NSW – Some context

The journey so far

The secret sauce

Show me the money

The journey ahead

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NSW

New South Wales

Setting the scene

40m transactions pa

US Comparators....

Land Size: Bigger than Texas

Population: Washington state

GSP: Ohio, New Jersey

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About NSWSetting the scene

Percentage of customers who are satisfied or very satisfied with government services.

The Journey so far: Starting point 1A burning platform in customer service

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“ Its so hard to navigate through all the information and the multitude of people you need to deal with ”

“ You seem to waste a lot of time either sitting or waiting to get to the right person to be told you’re speaking to the wrong person… you feel under-valued”

“ Nobody knows anything, its always that they pass the buck ”

“ Its so hard to find what you are looking for and the wait times are terrible ”

The Journey so far: Starting point 2Fragmented and silo’d customer service

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2012 2013 2014 2015

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Business Case 1

Proof Of Concept

Plan & Prepare

Proof Of Concept Rollout & Learn

NEXT PHASE Accelerated Digital

Business Case 2

Exec Team hired

The Journey so farTimeline

e

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The Journey so farIn numbers

380+ government operated shop fronts

30+ government call centres

8,000+ information lines and government contact centre phone numbers

900+ individual government websites

18 initial stop shops in 2013/14 across the state, open 7am to 7pm weekdays & 9am to 3pm Saturdays

3-4 dedicated contact centres for government services, 24/7 no IVR with call back option

1 single phone number

1 digital transactional portal / site: www.service.nsw.gov.au*

*also linked to www.nsw.gov.au

FROMCurrent NSW Government Service Delivery

TOService Delivery with Service NSW

PROOF OF CONCEPT

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The Journey so farIn pictures

Before

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The time lapse view

http://youtu.be/eSb9hRb9YgU

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The Journey so farIn pictures

Now…

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• Leveraging best practice solutions to enable a single integrated view – call centre, online and service centres

• A single online portal accessible via range of different devices

• ‘Customer Inside’ design – avg. 12 clicks to 3

• Currently provides access to more than 500 transactions across NSW Government Agencies

The Journey so farBringing digital to life with the customer

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Tools: Service NSW Feedback (kiosk/online/phone) Service NSW Digital Dashboard

The Journey so farReal-time customer feedback and tracking

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The Journey so far: Example of a Senior’s Card Application

A better customer experience

From 2-8 days to 3 minutes

Using..... Co-design, Fresh ‘eyes’ review and new technology

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Co-design: The Customer view

http://www.youtube.com/watch?v=YTuS10ctZ3E&feature=player_detailpage

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Results to date – driving productivity and service excellence

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Delivered Transitioned

Customers servedacross various channels

transaction typesfrom 15 AgenciesContact

CentreDigital

3.5Million

Served

800+

Feedback

positive customer satisfaction feedback scores - 4.85/5

(staff and customers)

98%Wait Times

Call CentreService Centre

Opened

of the 18 planned service centres with remainder rolled

out by mid 2014

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ServiceCentre

IPAA NSW State Conference 2014

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TOP SECRET

1. DNA2. People3. Clarity4. Approach

The secret sauce

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Secret Sauce: The DNA factor

Clear vision and a customer service culture from day 1

VISION

To be recognised as the distinctive leader in the provision

of government services

VALUES

1. PASSION2. TEAMWORK3. ACCOUNTABILITY

SUCCESS

1. Top Quartile employee commitment

2. Top Quartile customer satisfaction

3. First choice provider of government services

4. Solutions and savings for government

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Secret Sauce: PeopleLeadership and staff

Strong backing and consistency in leadership

Customer Service Commissioner

CEO

Executive team & expertise

Staff selected for customer service experience

Passion and excitement

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Being clear about the role of Service NSW with other agencies

Intensive and tailored stakeholder engagement

Secret Sauce: Clarity with stakeholders

AGENCY

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Secret Sauce: Approach Pragmatic and insight driven

Visible and frequent signs of progress

Brave decisions taken early – no large IT

Multi-vendor, expert focus

Long term partnership not short-term supplier

Flat management structure

Too good to be true?

Challenges exist – data not available or readily accessible

Financial transparency and documentation

Lessons learned undertaken

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Show me the money

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Efficiency dividends are immediately realised with digital

Reduction in back-office processing and manual handling of hand-written, paper based forms

Approx. 30% reduction in Service NSW daily mail-out processes of forms to customers

Efficiency of single portal for customers and SNSW staff:

‘Self-Service’ kiosks provide customers with a website that is exactly the same if they were using their PC or tablet at home

Staff are able to educate customers that they can do transactions completed at home, reducing need for over the counter transactions

Customer service at a lower cost

Show me the money

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Show me the moneyOpportunity to drive better customer service outcomes and deliver efficiencies for government at the same time

The Proof of Concept has confirmed the opportunities that Service NSW can deliver

And also confirmed the need for scale at speed given the investment at outset in the HQ and need for transactions volumes

Efficiencies:

Agencies focusing on ‘core mission’

Remove duplication of roles/teams e.g. Digital lead across departments

Call centre efficiencies

Moving customers towards digital

Having physical sites actually closer to the customer

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Show me the moneyEstimates going forward

Customer

Increase in customer satisfaction score from 4.5 to near 5 out of 5

Increase in customer coverage, with greater transactions available

Financials

Annual savings for the government

Recovery of annual merchant fees

One-off property ‘sale/leaseback’ proceeds

Economic/productivity improvements

And more .... Efforts underway to extend the reach of services and clients

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The Executive view

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The journey ahead

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The future vision for Service NSW

Providing customers with an increasing number of transactions, with more online transactions from an increasing range of Government agencies

Greater product coverage

The rollout of new Service NSW outlets across the state reaching 80% of the population (an increase of about 20%)

Greater customer coverage

The future vision improves efficiencies and offers greater value from the Service NSW delivery model

Transitioning the RMS Customer Service Branch (Motor Registries and the MyRTA website) by assigning staff to Service NSW, to increase the reach and size of Service NSW

Rapid scale

Optimisation

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The Journey ahead What might the end game look like?

Note: the approach will remain adaptable and pragmatic to allow for changes in customer expectation, new technology advances and environmental factors

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By 30th June 2016, Service NSW will have:

Customers using digital ways to transact with NSW government

An innovative new network of physical locations across NSW, increasing coverage to customers

A contact centre network using an integrated system to create a joined-up experience for the customer

Continue building a service focussed organisation with the Service NSW DNA at its heart

A whole-of-government payments platform in line with NSW ICT Strategy

IMPORTANT The approach remains pragmatic and flexible – with gateways along the journey to review, test and adapt if required .....

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The Leadership view

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Thank you

Michael Pratt Customer Service Commissioner [email protected]

Glenn King CEO, Service NSW [email protected]

James Hunter Lead Partner, KPMG [email protected]