introduction & overview tony kieran
TRANSCRIPT
Understanding the public Sector Customer
Tony Kieran
27th November 2008
Module 2Introduction and Overview
IntroductionOverall objective of the seminar:
“The seminar aims at developing our understanding of the ‘public service customer’ and explores ways in
which the customer can be placed at the centre of public sector services”.
But first… this sessionWho is the customer? Trends and developments.
Review of initiatives and some group activity
Outline of rest of the two daysGetting to know the customerPS Modernisation Case studies & Wrap up
The Customer? What do we understand/mean by the word
‘customer’ Terminology in use
Client – negative connotations? Unequal relationship? Customer – implies choice? New type of relationship? Citizen – More empowered relationship? What about
new arrivals into country from other countries? Other – service user, etc.
Can we agree a common understanding of the ‘customer’, or is it even desirable?
Group exerciseDiscuss the terminology based on your own
experienceHave we an agreed understanding of these
terms?What do you consider to be the most
appropriate term to describe the relationship between people and the service?
Why?
Feedback
Principles of service delivery
1. Define the service role2. Compete for talent3. Emphasise service teams4. Go for reliability5. Be great at problem solving
(Berry et al, 1990)
Based on writing/experience from private sector. Some differences, many similarities
Group exercise
Discuss the 5 imperatives
Rate their importance in a public sector context.
Are there any that just don’t apply? Feedback
Customer Service
Think of an instance where you have received good or bad customer service.
What made the difference on this occasion?
What did you have to do to put things right?
Group exercise & report back
Reorganising services to meet customer need
One stop shopsDecentralisationCustomer segmentationLife eventsHow do we decide which is
appropriate for our service?
Local needs and priorities
The Public Service Centre Concept
Building services around thecustomer
Sharing of resources Sharing info with customer
consent Advice and Advocacy
Local democracy Service delivery
IndependentInformation Units
Delivery of Councilservices
Delivery of services by other Agencies
A gateway to otherAgencies
New Public ServiceCentres providing a
single point ofaccess to public
services:Walk-in
phone &assisted channels
Focus on quality of service
Reorganising services to meet customer need
One stop shops Decentralisation
Delegated authority as opposed to relocation Autonomy
Customer segmentation Area based service delivery Life event – Oasis (now renamed as Citizens information) Age based – NESC report ‘Developmental Welfare State’
Life events Particularly relevant when presenting information or
services online as it makes it easier for customers to search
Decide which is appropriate for our service?
Is it appropriate for non-Government agencies to be involved in front-line delivery of this service?
Yes
Yes
Yes
Is the outcome too complex for any one Agency to achieve?
Are there providers who could work together to achieve a common purpose?
Is it effective and efficient for agents to work together?
Yes
No
No
NoGovernment delivery
Separate competitive delivery
Government provision with provider involvement
Co-ordinated or Integrated Service Delivery
1
2
3
4
No
Framework for choosing between service delivery models
Source; Gill and Rendall (1999)
Framework for choosing service delivery model
Key Challenges when reorganising
1. Co-operation cannot be taken for granted ‘soft resistance’
2. Organisational energy and inertia Consolidation phases can lead to inertia
3. Commitment of top management to change4. Skills and attitudes in developing public
involvement and participation
(Gastor & Rutquist, 2000)
Constraints
What prevents us from delivering the optimum service
What are the key problems effecting service delivery
How might we overcome these?
Wide range of modernisation initiatives
QCS, DBG/BLG, Information Society, Strategy Statements
Individual Departments (15) and Agencies responding in disjointed manner to
modernisation initiatives from the centre.
Local service
delivery
Local service delivery
Agencies collaborating at local (service delivery level), attempting to respond to disparate initiatives and to influence centre to respond in a
co-ordinated manner to change initiative
Centre
Local
The Influencing Challenge
Technology as a key enabler of change
Organisational setting
Organisational culture, etc.
Programmes
Joined up,customer-centricservices
Process
re-engservicesBPR
Place
Choice ofaccess channels
People
Customerservice, staffcentral role
Productivity
customer consultation& customer servicestrategies
Promotion
Informationprovision
Physicalevidence
Public ServiceCentres
Price
Cost &Convenience
ManagementLeadership
The full context
Adapted from Lovelock, 2001
Your own organisation
How does your organisation view customer service?
What emphasis in strategy statements, business plans, etc.
What efforts have been made to improve customer service?
Any tangible results?Process embedded? Why/why not?
Wrap up/recapThe customerPrinciples of service deliveryIntroduction to customer consultation
techniquesReorganising services to meet customer
needs and how we might decide on thisThe internal customerConstraints and challengesQCS Principles
QCS principles
12 principles
Standards, Equality/diversity, Physical access, Information, Timeliness & Courtesy, Complaints, Appeals, Consultation & Evaluation, Choice, Official Languages Equality, Better Co-ordination, Internal Customer
Are these all relevant?Do they amount to a comprehensive quality
service?
Contact Details
Tony Kieran Principal Officer, Department of Social & Family Affairs College Road,Sligo.Rep. of Ireland
E-mail: [email protected]: +353 71 9148499 Mobile +353 87 2373112