公共服务体验新视角（英）.pdf

《公共服务体验新视角（英）.pdf》由会员分享，可在线阅读，更多相关《公共服务体验新视角（英）.pdf（27页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、1 Public service experience through a new lensPublic service experience through a new lensReframing experience in the changing context of peoples lives 2 Public service experience through a new lensWhen it comes to public service experiences,agencies dont need to chase digital giantsPrivate sector c

2、ompanies often deliver experiences so seamless that theyre part of the fabric of our lives.They seem to happen without us even thinking about them.Our packages show up at the door.Our entertainment recommendations are always binge-worthy.Our lattes are waiting at the counter.Its only natural that th

3、ese experiences shape how we expect to connect with government.So it makes sense that governments look to emulate them.Yet insights from our 2022 survey of 5,500 consumers and 3,000 public service workers in ten countries highlight the unique experience requirements needed to deliver public services

4、 today.1 2 Public service experience through a new lens3 Public service experience through a new lens3 Public service experience through a new lensNaturally,most government agencies focus on compliance and outcomes,not on attracting and retaining customers.They have the added challenge of delivering

5、 vital services equitably to diverse populations,often at times when people are in great need.Approaches that might work in the private sector wont necessarily work in government and can limit vulnerable groups access to core services.With just over half of people we surveyed finding it frustrating

6、to access public servicescoupled with the current emphasis on experience in daily life and momentum agencies gained during the pandemicits time to tackle the issue with a fresh perspective.After all,meeting mission priorities can hinge on the experiences agencies deliver.Governments can combine digi

7、tal technology and human ingenuity,using digital services strategically to serve people in the changing context of their lives.The goal?Making experiences simple,human and secure to help build confidence in government.of the people we surveyed find it frustrating to access public services.53%Whats s

8、o unique about the public service experience?4 Public service experience through a new lensZooming in on public service experiences todayThe broad scope of services is one of the most distinguishing things about government.No other service provider does so much for so many peoplefrom distributing so

9、cial services and facilitating travel and trade to protecting the public and providing education.Serving a diverse population with varying needs makes it difficult for agencies to fully understand peoples preferred interaction channels.However,our research uncovers when and how people access service

10、s,which can help set the stage for advancing the public service experience.The first experience matters the mostMost people we surveyed use government services infrequently (once or twice a year).This infrequency of interactions should not deter agencies to underinvest in experiences.Instead,it rein

11、forces the importance of providing intuitive and simple processes so constituents can more easily and accurately get what they need.of people interact with government services zero to two times a year.75%With infrequent interactions,there arent chances to“practice”getting comfortable with interfaces

12、 or processes,so experiences should be intuitive to resolve issues the first time.Otherwise,people keep trying until they get what they need,which adds frustration for them and expense for agencies.This dynamic can also affect peoples confidence in government services.And heres something to consider

13、.Add up all these infrequent interactions,and the volume of public service transactions is enormous.For example,if every adult in the United States interacted with a government service just once this year,that would be 258.3 million transactions.2 This puts a fine point on a primary challenge of gov

14、ernment service:delivering first-time resolution at scale.4 Public service experience through a new lens5 Public service experience through a new lensDigital does not always deliver Much like the private sector,public sector agencies are increasingly turning to digital channels to provide services.H

15、owever,digital doesnt always deliver.For one,access is an issuemore than 20%of people we surveyed dont have high-speed internet access at home.4 Also,people who infrequently use government services are more likely to prefer connecting through human-to-human channels.Just 39%want to increase digital

16、interaction with government in the next year compared to 70%of those who use government services more frequently.Peoples preferences for one-on-one service experiences dont appear to be connected to discomfort with digital technology.Eighty-eight percent say they are very or quite comfortable using

17、it.And yet,40%still say that“in-person”is one of their preferred ways to access information from the government.5 Public service experience through a new lensof people used basic digital channels3 when accessing a government service in the past two years.71%6 Public service experience through a new

18、lensThe takeaway?As“digital”as society is,some people who could interact with government through digital channels still prefer human-to-human service.Of course,peoples situations influence their channel preferences.For example,someone renewing their drivers license might be comfortable doing so onli

19、ne,while someone reporting a stolen car is likely to want to talk to the police in person.Equally important,agencies have always had to ensure equity and access,addressing barriers of the digital divide.This will continue to be critical.Its about the whole service.Its about how does an in-person ser

20、vice complement a telephone service,complement a digital service?.”5Public service executive6 Public service experience through a new lens7 Public service experience through a new lensWhat people want from public service experiencesMost importantly,our research also uncovers insights into what peopl

21、e want from public service delivery experiences.Everyone has their own unique needs and preferences.However,in basic terms,people want simplicity,humanity and security above all else.These arent the“fancy”digital bells and whistles of cutting-edge private sector experiences.They are the fundamentals

22、 of good experiences.Make it easy for people to get the help and outcomes they need Strike the right balance between digital and human interactions,serving with empathy Strengthen security practices to grow confidence in government as a service provider and employer SimplicityHumanitySecurity7 Publi

23、c service experience through a new lens8 Public service experience through a new lensSimplicityMake it easy for people to get help and outcomes they needLengthy and confusing processes are peoples top complaints in describing public services.Some say they dont know what materials they need or where

24、to start.Public employees see process challenges too.They point to inefficient or frequently changing processes as the biggest barriers to providing great service to constituents.8 Public service experience through a new lens9 Public service experience through a new lensWe often find that government

25、 services are more aligned with operational structures and procedures than with“how people want to be served”and“how employees want to work.”Just 36%of people say government agency processes and interactions are intuitive.Only 5%feel they can always start a public service process using one channelon

26、line,on a device or in personand then complete it using another channel without starting over.A maze of processes makes it harder for people to resolve issues the first time they contact an agency.As such,they may never get the outcomes they need or may be unable to comply with requirements.At the s

27、ame time,agency employees end up with more stress.This is why simple processes are so critical.In fact,at least 46%of people say they would be more likely to use digital technology to access government services if the technology was easier to use.of people say government agency processes and interac

28、tions are intuitive.of people agree or strongly agree that government processes are clear and understandable.OnlyOnly41%36%9 Public service experience through a new lensSimplicityAs one public service executive told us,“Public services need to be designed in a way so they are easily available,can be

29、 accessed effortlessly and in a timely manner by citizens.”6 10 Public service experience through a new lensNo organization sets out to make overly complex experiences.Complexity comes from many factors that typically end up compounding the problem.Addressing complexity requires large-scale transfor

30、mation that takes time and money.However,there are quicker and more affordable fixes that can make a tremendous difference.These are things like redesigning interactive voice response(IVR)flows,providing targeted employee training or revising service messaging for target audiences.Case in point:A US

31、 state human services agency relabeled a link in its website navigation from“apply for unemployment insurance”to“apply for unemployment payments.”The switch to everyday language made it easier for people to access the service and begin the process of getting help.10 Public service experience through

32、 a new lensMaking it easier to plan for the future Planning for retirement shouldnt be stressful.Thats why the Central Provident Fund Board(CPFB),Singapores social security organization,applied the perfect mix of technology and skilling to its online experience,making its digital services simple,mor

33、e accessible and personalized.CPFB modernized mainframe applications,migrating eServices to the cloud to lay the foundation for enhanced platforms and system interfaces.At the same time,the organization re-engineered business processes and focused on a comprehensive effort to train CPFB officers to

34、work in new ways.Now,everyonewhether they access their information via the web or a mobile devicecan enjoy a personalized experience.The new system can handle significantly more user traffic and is easy to maintain and update,so it can age as gracefully as its users.User satisfaction ratings were co

35、nsistently around 90%after the transformation.7Simplicity11 Public service experience through a new lensHumanityStrike the right balance between digital and human interactions,serving with empathyFrom assisting with routine services to helping in a crisis,serving and protecting people is at the hear

36、t of public service.Yet today,30%feel like their concerns arent treated with sensitivity when they interact with a government agencyup from 20%in 2019.8 Nearly one in three people feel they are treated more like a number than a human.This is a signal that agencies could widen the aperture of how the

37、y see the people they serve.With a life-centric approach,agencies can see customers as they see themselves:unique individuals doing their best to make their way through life.911 Public service experience through a new lens12 Public service experience through a new lensQQFigure 1:How do you prefer to

38、 access information from the government?Select the top threeFigure 2:How do you prefer to receive updates from the government?Select the top three12 Public service experience through a new lens55%WebsiteEmailOver the phoneIn personSmartphone appLetter or paper formThrough social mediaOtherNo prefere

39、nceTextOnline chat with a human beingOnline chat with a virtual agent/bot48%46%40%31%23%22%11%8%8%3%0%72%EmailLetter or paper formWebsiteTextOver the phoneSmartphone appIn personThrough social mediaOtherNo preferenceOnline chat with a human beingOnline chat with a virtual agent/bot42%37%31%29%28%22%

40、12%9%5%4%0%HumanityThere has been an increase in peoples interest in digital interactions with agencies39%want more today compared to 29%in 2019.10 Even so,people still value“human”channels where they can feel“known”and connect with another person.This is especially true when they are accessing(Figu

41、re 1)information.For example,46%rank“over the phone”as one of their top preferred channels for accessing government information,and 40%rank“in person”as a top channel.People prefer less“human”channels such as emails,letters,websites and texts when receiving(Figure 2)information from agencies.Much fe

42、wer are interested in getting updates over the phone(29%)or in person(22%).These affinities signal a chance for agencies to determine which activities to digitize and which to direct to frontline staff.13 Public service experience through a new lens13 Public service experience through a new lensHuma

43、nityAgencies that solicit feedback and co-create solutions with people have more insight into the best ways to deploy digital solutions.Yet as personalized as digital solutions can be,people still need an“escape hatch.”This is the option to bring a human into the experience if a chat bot,IVR tree,on

44、line application or another digital tool isnt helping them.This need is aligned with the focus on care thats come out of the pandemic period.Care is so essential to being human,and people are discussing the need for it more openly.11Employees human needs should also be considered as agencies explore

45、 service experiences.Many public servants chose a career in public service because they are inspired to do mission-driven work87%feel empowered by their work.But no one becomes a case worker because they love responding to emails.By automating repetitive tasks,agencies can make jobs more rewarding a

46、nd mission oriented.The good news is that public service employees are open to learning new tools if it means they can serve people better.Seventy-four percent feel optimistic when new tools are introduced at work.A public service executive we spoke to explains,“Tools provided to employees need to h

47、elp reduce their cognitive load,not increase it,so they can focus on providing the best service possible to their client.”12of public service workers believe their work is meaningful.95%14 Public service experience through a new lens14 Public service experience through a new lensTraining people for

48、the human side of social workGovernment workers are often called on to support people when they are at their most vulnerable or in need.Take caseworkers,for example.It might fall on them to assess if a family or individual should receive financial assistance;or if a child requires care outside the h

49、ome.To explore a better way to train caseworkers on the human side of social work,San Diego County turned to a virtual reality training approach.This voice-activated and hands-free training builds an immersive scenario in which trainees step into the metaverse to interview applicants,obtaining and v

50、alidating information to make benefits decisions in a fully risk-free way.When trainees put the headset on,they find themselves in a county cubicle,with a family sitting across from them.Over 90%of participants say the training improved their skills in engaging people and provided a realistic expect