从客户满意度测量到以客户为中心

Executive SummaryPerformance of government service delivery agenciescan be improved by redesigning processes and organiza-tional models towards a customer-centric service deliv-ery modelService delivery is the public face of government. It is the pointat which citizens have their most direct and personal contactwith government and form lasting perceptions about it.Government is unlikely to earn cheir respect and trust ifitis notseen attempting to satisfy their needs with respect andefficiency. Very often, governments do not coordinate servicedelivery across agencies well, but leave this task to their custom-ers.This lack of customer-centric perspective ten ds to create unnec-essarily complex, slow, and expensive processes for bothcustomers and government.Three-step approach to move to a customer-centricservice delivery modelMoving an existing service delivery system to a customer-centric approach requires three basic steps.First, develop adeep understanding of the current service delivery model,including current customer satisfaction levels and the driversbehind customer satisfaction. Performance on these driversshould be measurecl to identify priorities for improvementwithin a government entity. The relative importance of driverswill vary among dlifferent types of service and differentcustomer segments. Second, clevelop a target moclel forcustomer-centric government service delivery to coordinateservice delivery across agencies, Third, migrate from the currentto the target model. This paper concentrates on the first twosteps.Understanding of current service delivery modelIn recent research, the General Secretariat of the Executiveservice delivery time are the most important satisfactiondrivers for transactional services. The most important compo-nent of the delivery time driver is waiting time before firstcontact the time from the moment the customer enters theservice location to the time he is served. These drivers would bethe most important levers to use in order to improve customersatisfaction within one entity02 The Goemment Summit Thought Leadership Series A customer-centric service delivery modelIf a government wants to move customer satisfaction to anoverall higher level, it needs to take over the task of coordinat-ing across different entities and move from an entity-centricview towards a customer-centric service delivery model.Enhancing °customer-centricty means advancing from a lessmature to a more mature service delivery model., The maturitylevel can vary among entities within one government. There arefour basic levels of maturity:+ Disconnected: dispersed shop fronts, no singlewebsite or phone number, Customer must movebetween entities and repeat his story.+ Connected: Co-located one-stop shops, websiteswith links to other entities, Customer stays with oneentity but must repeat story.- Integrated: Inegrated one-stop shops, singlephone number for all services, personalized on-lineportal. Single interaction point for customer.Transaction and customer data integrated betweenentities.+ Networked:Use customers' existing servicenerwork in addicion to govemment integratedtransactions. Single interaction point.Different governance models are suited to different servicedelivery models.• Connected entities may use a model in which one entitylauo pue sjuo.j-dous areulpJooo o1 ,fsuase pea., e se sauaschannels, while individual entities retain most of their assets., In che optimal customer-centric model, integrated ornetworked entities give up some or all of their assets and associ-ated budgers e.g, front and back offices, ICT infrastructureetc. to a *central service delivery authority° which is respon-sible for administering service delivery policy. Contents04071012 Customer-Centricity:APerformance Improvement Opportunityfor Government ServicesAMethodologyforMeasuringCustomer Satisfaction DriversVisualizingFindingsACustomer-CentricGovernment ServiceDelivery ModelThe Goverrirment Sumnit Thought Leadership Series 03 Customer-Centricity:APerformanceImprovementOpportunity for Government ServicesGovernments are often looking for ways to make theprocess of delivering services to their citizens both moreeconomical and more effective.There are numeroustechnical approaches to this challenge. An important first citizen. Redlesigning service delivery to make it customer-step, however, is conceptual: reimagining the role of thecitizen in the process and then adopting the citizen'spoint-of-view when streamlining the process or designingother improvements to it.When a citizen interacts with a government servicesagency to obtain a license, to pay a fee, to receive abenefit etc. —he is not thinking of himself as a citizen inthe broadest sense, ie, a member of the polity with rightsand responsibilities, but rather as a customer. Much aswhen he goes to a store, he comes to a governmentagency to purchase (or be given) something he desires orneeds. And just as when patronizing a business, he willregard his experience with