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CUSTOMER ENGAGEMENT IN SMART GOVERNMENT
LEARNING FROM GLOBAL CASES
Dr. Wafa Abu SnainehSpecial Advisor to Dubai the Model Centre, The Executive Council of Dubai Government Partner – HNW Research and Management Consultancy
SMART GOVERNMENT - EMERGING TRENDS
• Mobile and its possibilities • Open data• Big data• The Internet of Things (IoT)• Intelligent Machines• Cloud computing • Next-generation networks
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
YET, SMART GOVERNMENT IS NOT ABOUT TECHNOLOGY m
ain
su
ccess
facto
rs
Customer Focus
Innovation
Efficiency
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
Where does my service stand at
today? What measures to focus on?
How does a great public service look
like?
How do I improve my
services?
KEY QUESTIONS asked by SMART GOVERNMENT EMPLOYEES
ENGAGE THE CUSTOMER
ONE SIMPLE WAY TO FIGURE OUT!
THOROUGH UNDERSTANDING OF CUSTOMER CURRENT
NEEDS AND FUTURE EXPECTATIONS.
PUTTING THE CUSTOMER AT THE HEART OF SERVICE DESIGN, DELIVERY AND EVALUATION.
CUSTOMER ENGAGEMENT DEFINED
• You are a customer of a specific bank. What matters to you most from these attributes: 1. Speed
2. Integrity
3. Ambiance
“WHAT MATTERS MOST TO CUSTOMERS DOES REALLY MATTER!”
• You are inviting your family for dinner tonight. What matters to you most from these attributes: 1. Speed
2. Integrity
3. Ambiance
“WHAT MATTERS MOST TO CUSTOMERS DOES REALLY MATTER!”
THE PUBLIC SERVICES LADDER
INFORMATIONAL information on entities and services, reports, forms
TRANSACTIONAL completing and submitting forms, with or without payment
CO-CREATION
Transparenc
y
Rigor Accuracy
Usability
Tracking
Personalization
Interaction
Security and
authentication
(personally
identifiable
information)
High level of
engagement
High quality
information
What customers want from smart Governments?
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
XQUAL©- THE CUSTOMER ENGAGEMENT TRIANGLEKEY PRINCIPLES
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
• No assumptions • Balanced tools • Factual decisions
• End of end journey• All possible senses • Validate at all stages
• Firm and objective• High level of transparency• Focused on learning and
improvement • Balanced
Xqual Insights©- Integrated Customer Insights Systems STRATEGIC ANALYTICS OF CUSTOMERS’ INSIGHTS
Data Collecti
on
Communication
To Custome
rs
Customer
Reach/Aquisitio
n
Customer
Tracking And
Monitering
Customer
Relationship
Building
Enhancement ofCustom
er Adoptio
n
• Segmentation • Profiling • Portfolio
analysis• Campaigning • Engagement • etc
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
Customer Experience Maps
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
Xqual Measure©
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.
Pre-transaction
Post-transaction Transaction
Service Quality
Measurement tools should be designed to cater for the end-to-end nature of experience journeys
REMEMBER! SERVICE DELIVERY CAPABILITY
Source: www.dtcm.gov.ae
City Makers Competition – Case Study
• The initiative aimed at supporting government entities to improve their main
shared services in a
collaborative way through stimulating
creative thinking and cultivating an environment of inspiration and
futuristic thinking.
Customer Experience Mapping Workshops & Customer Validation Workshops
City Makers Boot Camp
Data Collection and Research
Submission of Service Improvement Results
International Judging Panel
Hamdan bin Mohammed Award for Smart Government
Nov
Jan
Dec
Oct
Implementation and Follow-up
Dec
Emergency Ambulance ServicesDubai Corporation for Ambulance Services
Dubai Health Authority
Dubai Police Directorate General of Civil Defence
Electricity and Water ServicesDubai Municipality Dubai Electricity and Water Authority Mohammed Bin Rashid Housing Establishment
Road and Transport Authority
The Talented and Gifted ServicesDubai Culture and Arts Authority Dubai SME
Knowledge and Human Development Authority
Department of Tourism and Commerce Marketing
Social ServicesCommunity Development Authority Dubai CourtsDubai Foundation for Women and Children
Department of Economic Development
Venue Layout
“THE GOVERNMENT SOLUTION TO A PROBLEM IS USUALLY …AS BAD AS THE PROBLEM” Milton Friedman
