Government Departments Need To Transform Customer Journey

“when government agencies offer a better customer experience, they deliver measurable impact across multiple priorities. Public-sector leaders should pick their spots and be bold.”- McKinsey Research

This is a thought-provoking statement from one of McKinsey’s articles, and my today’s post is on the same.

As businesses become more customer-centric, they start to see more sales and profits. So what will happen, if the Government departments and agencies become customer-centric? Let’s explore.

“Customer Journey” is the complete series of interactions and events through which a customer goes when dealing with a business while buying a service or product. The pleasure or displeasure at any interaction point determines the overall satisfaction of the customer. The businesses that offer the most pleasurable experience wins the market.

Usually, Government departments do not think from the customer point of view. Here “Customers” being the people living in the country who have to deal with various Govt agencies. Govt departments think from their own convenience point of view. They either have to get something from the public or give something to the public. And they structure their system and policies in such a way, it’s easy for them to do it- even if that is not convenient for the public.

This approach makes dealing with Government agencies a pain for the public (customers). Quite often, the customer’s time, effort, inconvenience is ignored. The impact of such dissatisfaction by customers results in lack of trust in Government agencies, disrespect for Govt officials, protests, lawbreaking, corruption, etc.

Changing this situation is an opportunity for smart politicians who are in power to score and win public confidence, and keep winning elections. A satisfied public will trust its leaders and Govt agencies.

So how can Government Departments, create that customer experience and win their trust and confidence?

[1] Change in Attitude: Govt employees should be aware of their responsibility more than about their authority. Their responsibility is to solve the customer’s pain, not complicate it. This shift in thought can be a major transformation. Shifting the employee culture is not easy. Hence encouragement and punitive measures have to be implemented. Customer feedbacks have to be taken by electronic means and its results should result in awarding the good employees and punitive action against the bad ones.

[2] Respect the customers. Many a time, the public (the customers) get bad treatment from Government officials. This has to change. The Government departments and their staff should realize that they are to serve and not be served. Even simple measures like avoiding waiting periods, smiling, kind words, explanations in layman terms, comfortable seating areas, etc, go a long way.

[3] Bring Clarity. Many a time there is no clear idea as to what a customer needs to do to get approval or a certificate etc. Resulting in days spend moving from one department to another. Each department should have its own website with videos explaining the common queries of the customers, and the complete procedure to be followed. This should be mobile-friendly as well. Apart from these, inquiry counters (not reception counters for diverting customers) at each agency where those with queries can get a token and ask their questions directly. If a situation is complicated, they should take initiative to get back with the answers within a specific time. This can even be a paid service.

[4] Reduce Human Interactions: Human interactions are time-consuming and depending on the individual employee. All that can be automated, should be. Online applications, online approvals, and online certifications go a long way in creating a good experience.

[5] Avoid Complication: Avoid all unwanted paper works, attestations, signatures, approvals, documents, and proofs. Govt departments should learn to trust their people and earn back that trust. Make things simple and peaceful.

[6] Healthy Competition Among Departments and Their Branches: Awards and benefits should be given to departments that get rated highest for customer satisfaction.

[7] Outsource: Customer satisfaction at the passport office increased dramatically when its customer service was outsourced. Similarly, such outsourcing of routine and non-sensitive matters can provide a better experience to the public

[8] Mobile Apps: Introduction of mobile apps to rate each Govt department and its officers from the comfort of one’s mobile, and having the ratings available to the public and the politicians will help the Govt employees be rewarded or action was taken against. The app can also be useful to know if an officer is available at his desk, and book appointments.

What do you think will happens when our Govt Departments shifts from being employee-centric to customer-centric? What impact will it create?