公共服务体验新视角(英).pdf
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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
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