Citizen Experience
21st National e-Governance Council, Hyderabad
26th February 2018
User experience in government: Citizen service delivery
► Citizen services delivery is arguably the most crucial aspect of citizens’ perception of governments’ performance,
► It is one of the most visible and tangible aspect of government-citizen interaction that impacts all facets of their citizens’ lives, from paying taxes to receiving social security benefits to obtaining crop and weather information.
► A concept that has recently gained traction among governments is customer experience in government i.e. ‘Citizen Experience’.
Citizen Experience – the next frontier in citizen service delivery
With citizens being the primary customers of government services, Citizen Experience can be defined as the amalgamation of three aspects: the journey that the citizen goes through while accessing government services, the various touch points the citizen interacts with, and the environments the citizen experiences.
Touch points EnvironmentJourney
Citizens now have a
digital persona that reflects a new set of
preferences and expectations for how things should look, feel and
be experienced
…citizens’ behavior …the way citizens work …the business environment
Citizens now expect government services the
same way as they consume private sector services
Citizens now expect information about benefits
and services anytime, anywhere
VLEs and businesses are now more digital-savvy and expect revenue-rich business models
Citizens now
Interactwith government
Manage their timeDiscover services
Build communities
Entrepreneurs have easy access to
business modelsmarket information – needs,
services and costs
Why is Citizen Experience important?
Case Study: Transforming customer experience in consumer products industry
Case Study: Transforming customer experience in consumer products industry by mapping multiple customer journeys for an interaction
Retail store journey 1: First time customer coming to store Retail store journey 2: Customer going to store for self-medication
E-commerce customer journey 1: Straight-line purchase
Case Study : Customer journey in Hospitality Industry
How do I identify target customers for my business?
How do I get the right message to the right customer at the right time through the right channel?
How do I know what my customer wants?
How do I ensure a personalized and differentiated customer experience?
How do I make it easy for the customer to use my services?
How do I engagewith my customers?
How do I leverage the wider ecosystem to retain my customer?
How do I ensure customer stickiness and loyalty?
Sales & Marketing Try & Buy After Sales
Citizen Experience Transformation: What does it mean?
Giving citizens access to high-quality digital government information and services anywhere, anytime and on any device
Need AwarenessService
experienceOngoing
interactionsPersonalization
Transactions
No match = value leakage
Match = improved experience
Interactions
Innovation = surprise and
delight
Targeted policy communications
Citizen outreach Channels
Citizen servicetouchpoints (CSCs / LSKs)
Analytics and insight
Operating model
Align citizen experiences to CSC capabilities
Citizen Journey
Business outcomes and
results
Domestic & Global leading practices (Outside-In)
Existing and envisioned capabilities (Inside-out)
Voice of Citizen (Different Personas)
EY’s Experience Led Transformation designs “outside-in” citizen-centric journeys, and aligns them with the “inside-out” servicedelivery capabilities to deliver the experiences
Helps governments arrive at key delight points and pain points of citizens
An outside-in, citizen-centric view on how governments should function / services should be delivered
Helps improve service delivery
Helps drive efficiencies and accountability
Example 1: Current experience of a student in remote village applying for higher education
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NS AWARENESS ADMISSION PROCESS RESULTS ADMISSION
• List of universities and courses offered• Information on admission Process• Single place for all university and admission process related information
• Application Form and relevant documents• Information on application submission, entrance
test and counselling
• Relevant documents• Fees payment• Internet facility to upload documents and
payment
Swati Dubey, Student
Swati stays in Dantewada and has recently passed her higher secondary
Swati wants to become an engineer and plans to enroll for an engineering
college in Raipur.
Swati collects the information of available courses from her friends, teachers and other sources
Swati lives in the remote village of Dantewada and has decided to pursue higher education
Importance to Customer
Swati narrows down potential courses and searches for entrance process through brochures, internet etc.
Typical Journey
Alternate Journey
Career ProspectsLow High
AffordabilityLow High
Course LocationNear Far
Swati completes admission formality and starts the engineer course
“The goal of education is not to
increase the amount of knowledge but
to create the possibilities for a child to
invent and discover, to create men
who are capable of doing new things”
Swati collects the application form and submit the form along with relevant documents through courier/internet
Swati travels to Raipur to appear for entrance test and counselling
College conveys the admission results through courier/online which reaches to Swati with delay due to remote location
As admission formalities need to be completed online along with payment, Swati visits nearest internet facility multiple times
“ Which all colleges have
engineering seats. I wish
there was an easy way to
find out.”
“ Only if there was single
point to apply for colleges. I
could spend more time on
entrance preparation than
spending time on each
application.”
“ Hurray !!!“
“ How do I get my caste
certificate made?
How do I pay fee online?
How do I scan and send
documents? “
“ Finally!!! After all hassles, I finally
am able to secure seat. Now I can
concentrate on studies“
How should the government deliver the desired future state experience of the student
Awareness Application Results Admission
Service Consumer
Service Provider
Service Creator
Personas
Students applying for various higher education courses
➢ Student
➢ Government
➢ District Collector
Stakeholders responsible for
policy, strategic direction &
execution
Stakeholder at various
service delivery channel /
Touch points
➢ Universities
➢ Citizen Service
Center
➢ CSC helps to prepare the application online and helps to submit the application form and payment online/courier
➢ Provides material for entrance exam/interviews
CSC provides
information on
available colleges
and courses
Student selects the
courses to be applied
CSC notifies the exam
results online to student
and helps to complete the
admission process
Student secures admission
in the course of her/his
choice
Students decides to
pursue higher studyStudent completes the
admission process
Documentation such as
caste certificate, affidavits
are provided to CSC
Example 2: Current experience of a farmer preparing for a kharif crop
How should government deliver the desired future state experience of the farmer
Planning Sowing and Harvesting Trading
Service Consumer
Service Provider
Service Creator
Farmer planning to harvest crops as per season
➢ Farmer
➢ Government
➢ FMCG companies
Stakeholders responsible
for policy , strategic
direction & execution
Stakeholder at various
service delivery channel
/ Touch points
➢ Common Service
Center
Provides micro finance options available from government agencies and private banks
Provides info on good quality seeds, fertilizers from market places and helps to procure
CSC provides area specific weather
information. Provides expert
recommendation based on weather
information and soil quality
Farmer receives the finance services and
orders good quality seeds etc. using e
procurement.
Sows and harvests seeds as per the soil
health and expert advise
After harvesting,
farmer plans to
sell his crop
Farmer plans to
harvest Kharif crop.
Provides soil sample
for evaluation
CSC provides different
rates such as minimum
support price, market
rate
Government, FMCG and traders publishes their prices to
the an online portal which can be accessed by CSC
Farmer adjusts his
plan according to
the weather
information
Government agencies provides soil
health check to CSC to be distributed
FMCG companies and government
agencies provide expert advice for
seasonal cultivation
Farmer decides to
sell his harvest to
the highest price
provider
CSC communicates the
decision to the price
provider. Arranges for
quality check
Post quality check,
delivers the harvest
to the storage
facility and collects
payment
Personas
What’s happening across the globe?
D5
The Digital 5, a network of the world’s most advanced digital nations – UK, Israel, South Korea, New Zealand and Estonia, have identified Citizen service
delivery as the top principle in their joint charter1.
The Dubai Smart Government department2
(DSG) launched a Customer Experience Lab focused by systematically involving citizens in co-designing citizen services through various engagement techniques.
Over 80% of US Government agencies
have identified ‘Improving Citizen Experience’ as top priority and plan pursue it despite continued budget concerns3.
UAE
USA
What’s happening across the globe?
United Kingdom
Australia
PersonalizationProviding flexible systems that allow each citizen to interact in their preferred ways.
EmpowermentEnabling citizens to perform the tasks with maximum convenience, speed and transparency of information.
AccessCreating multi-channel convenience and responsive design to facilitate seamless experiences between various delivery channels.
Estonia – launched a common e-Health6 system in which allpatient data can be accessed through a ePatient portal. Thesystem also compiles data for national statistics, better healthtrends measurement, tracking epidemics, and ensuringefficient resource usage.
South Korea – initiated Government 3.04, a new paradigm forgovernment operation to deliver customized public servicesand generate new jobs in a creative manner by opening andsharing government-owned data to the public andencouraging communication and collaboration betweengovernment departments.
United Kingdom – is transforming 25 major services, makingthem digital by default5 and simpler, clearer and faster touse. The services are being redesigned based on the needs ofusers, not the needs of government.
Characteristics of a good citizen experience
ICT across geographies: Low connectivity in rural areas can slow down or halt servicedelivery which leads to long waiting times for citizens and an overall diminished CitizenExperience.
Reluctance to adopt new processes: The bureaucracy and administration’s broader inabilityto adapt to the challenges of the Digital age, hampers their ability to adopt new ways ofdoing things, which in turn impacts Citizen Experience.
Awareness amongst stakeholders: Inadequate dissemination of information regardingavailability of services, eligibility for benefits and locations of the service centers can limitadoption of services.
Integration amongst existing data systems: When citizen data is not uniform in all systems,mismatches can lead to time consuming process of rectification, thus impacting CitizenExperience.
Lack of citizen-centric mindset: As a direct result of the lack of ‘Citizen is Customer’mindset, departments do not engage with citizens about how they should design newservices or improve existing ones.
Current scenario of CX in India
Utilize existing infrastructure and capabilities
Political will
Set service performance benchmarks
Feedback programs
Standardization
India’s 1.44 Lakh12 CSCs serve as vital touch points for citizens engaging with the government. With one lakh CSCs in rural areas,they provide a huge opportunity for India to drive high levels of Citizen Experience for a large part of the populace.
Enhance CSCs to function as digital CSCs to help improve Citizen Experience.
Digitally advanced governments are developing more fluid websites and apps to address citizens’ needs seamlessly across allchannels.
Define standards for uniform Citizen Experience across all departments and channels – mobile, tablet, desktop, governmentoffices, CSCs.
Mobile-phone apps like SeeClickFix and FixMyStreet in the US and UK let citizens report potholes, graffiti, and illegal dumping.Departments can then report back on fixes, closing the feedback loop.
Enable citizens to give specific feedback quickly to help improve performance and lower resolution times.
A critical success factor for CX initiatives around the world has been political will. For example, US issued an Executive Orderspecifically mandating government agencies to enhance Citizen Experience.
Include Citizen Experience as a priority within the Digital India strategy.
Establish citizen services as a cross-departmental priority and set performance benchmarks.
Create the role of a Chief Citizen Officer (CCO) who reports to the departmental secretary and will develop a holistic view of theirconstituents and integrate citizen-centric thinking.
How India can strengthen CX in delivery
Conceptual view of Digital CSC
Giving citizens faster AND easy access to high-quality digital government information & services
Multiple kiosks for availing citizen services
Schedule appointments with government departments
Know your gram panchayat – Information counter
Customer service area – grievance filing
Training and conference rooms for farmers
Counselling rooms for studentsMeeting and counselling rooms for pregnant women meeting with ASHA
workers
Digital network of e-Libraries
Virtual classroom education program
Meetings rooms for FPOs, WUAs and PACSHausla PoshanYojna, Bhagyalakshmi
scheme and Stem yojna
Screening and Immunization rooms Crop, weather and farm credit information
► Re-inforce Brand Image of India as Digitally Savvy
Brand “Digital India”
► “Mobile CSC” – increase accessibility of government services in remote areas
Mobile CSC - Bring govt to citizens’ doorstep
► Increase citizen convenience with anytime, anywhere services
Anytime, anywhere services
► Drive awareness about eligibility and benefits. Citizens can track the status of their applications
Transparency and accountability
Media walls and e-Lobbies
Thank You
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NS PLANNING APPLICATION TREATMENT
• Eligibility for healthcare schemes• Locations to apply for the schemes
• Application requirements and process• Completion of process and processing time before receiving health card.
• Initial Diagnosis• Treatment• Medicines
Example 3 - Service transformation using CX:Current experience of a low income worker seeking healthcare
Harish Joshi (Cleaner)
Family health cards are issued at a state level and Harish asks around how to apply for this scheme.
“ I wish there was an
easy mechanism for
me to collect the
healthcare cards for
me and my family ”
“ I wish I could get more
information about the
schemes and how to redeem
them. ”
“ I can now avail health
benefits and my family
can get medicines when
required !”
Harish now wants to add his wife’s name. However, his wife’s ration card is lost, so he visits ULB multiple times to request for certification by competent authority for addition of her name.
Doctor recommends him expensive laboratory tests which are not available in this hospital. Now what does he do?
Harish works as a cleaner in small private school.
Harish has a family of 4 and he is head of family. His children and
wife suffer from low immunity. He is barely able to meet his
needs.
Importance to Customer
Typical Journey
Alternate Journey
InformationLow High
AffordabilityLow High
AccessLow High
“Healthcare should be accessible to all
!”
While sick, Harish had to stand in a long queue to avail health services. By the time his turn comes, the staff has left. He had to visit state hospital multiple times which impacts his work and deteriorates his heath further
The card would be printed at the state level office and dispatched to the block.
“ I wish there was an easy
way to submit documents
for the healthcare scheme
”
“ Am I eligible for a
healthcare scheme !? ”
Harish first has to apply for the scheme at the block level with all his documents.
“ In how much time will the
card be dispatched?”
Harish visits the block level office multiple times. Harish waits in line and tries to get the CMO/CHOs approval.
Harish does not know whether he and his family are eligible for a healthcare scheme and how to avail it.
Harish finally gets his healthcare card. The card once issued do not requires renewals.
“ Oh God. How will I afford
this treatment? Where else
can I go for a treatment? ”
“ I hope there was an
easy way to add my
wife’s name on the
card?”
How should the government deliver the desired future healthcare experience of citizens
Planning Application Treatment
Service Consumer
Service Provider
Service Creator
Citizens seeking to avail state healthcare
benefits
➢ Families under BPL
➢ Other Low Income families
➢ Government
➢ Health Dept.
Stakeholders
responsible for policy ,
strategic direction &
execution
Stakeholder at
various service
delivery channel /
Touch points
➢ CSC
➢ State Hospitals
➢ Private Hospitals
➢ Pharmacies
➢ Nurseries
CSC helps schedule appointment** and interview time with CMO, CHO to avail Health Card
CSC provides information on the
healthcare schemes available to
him using his AADHAR* details and
helps the citizens to fill out the
application.
Citizen visits the CSC
with all documents
to apply for the
health card.
Citizen avails medicine from
pharmacy by producing his
health card and prescription
Citizen plans to get a
health card for him and
his family.
The pharmacist/ hospitals verifies the card
through his login in HMIS*, also punches
medicine details moved from stock and
updates status in ledger to update the state
and centre services under this scheme
Real time update from HMIS system to
CMO/CHO dashboard to view utilization of
health card services available in his districtGovernment works on policies to
ease Public Welfare and Health,
especially for BPL and low income
families.
PersonasNo. of families covered under DDUUY: 45 lakh As per http://www.health.mp.gov.in/deendayal/List%20of%20Beneficiaries.pdf
No. of families covered under RSBY since 2016: 0
As per data on rsby.gov.in
Post verification of CMO/CHO of the
district grants approval for the
health card.
* AADHAR integrated service to provide citizen a view of all schemes he/she are eligible for (citizen focus)
**HMIS – Hospital Management Information System or Service would help to know availability of authority for health card related approvals
RSBY – DDUUY (now RSBY) Deen Dayal Upadhyay Upchar Yojana TSBY – Rashtriya Swastha Bima Yojana
Citizen undergoes treatment
in the state/private hospitals
enrolled in the scheme.
CSC downloads and print the health card for the family
CSC helps to update the health card online
Citizen gets his
health card directly
from the CSC