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Government and the brave new world of digital customer experience

Rob Fitzpatrick | March 20, 2017
We’re used to sophisticated digital services in many parts of the private sector, so why not the public sector?

People with disability are at the forefront of the project, driving innovation so that their needs can be met. Nadia is widely considered to be one of the most innovative government projects in the world right now and will be released in a trial environment in the months ahead. It is expected to take a year before she's fully operational, but I for one can't wait to see the results of this amazing project.

 When you look at how technology is transforming organisations at scale, like Service NSW, you can gain further understanding into how we're making progress in service delivery.

Salesforce is working with Service NSW to help it become the single face of NSW government - a tall order by anyone's measure. The goal is to break down barriers and give people the power to choose how and when they interact with the government through the free flow of data between every customer touch point, on every channel.

You might recall the NSW government previously offered the public a vast array of different shop fronts and web sites, often leading the customer to a call centre. Those days are gone and Service NSW now offers a single point of engagement for individuals and businesses transacting on a range of services. As Australia's first integrated public sector service model, its services include e-toll account management, driver licences, seniors cards, and birth certificates.

It's a great start, and the benefits of this integrated, efficient approach to service delivery will flow through into the economy.

However, Australia still has a long way to go. Our survey shows only a small proportion of people strongly agree the Commonwealth (16 per cent), State (14 per cent) and local governments (12 per cent) are using technology very well to deliver services to their customers.

Whether it's face-to-face over a counter or using a hands free mobile device while driving home at midnight, the public wants a seamless experience with government services. Where they see the real benefit of government using technology is in improving the quality and accuracy of the services (72 per cent), and personalising the services they receive to improve the speed and convenience of the interaction (55 per cent).

 Simply put, we're used to sophisticated digital services in many parts of the private sector, so why not the public sector? Australians want progress.


Embracing change

As Google's Asia Pacific head Karim Temsamani pointed out last week, the government must step up its efforts and lead by example to build capabilities for a 21st Century economy driven by digital technology and innovation. It's already using its own levers to drive digital transformation, and with that comes a responsibility to keep everyone heading in the same direction.


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