Tim Bostock

Director, Service Centres

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Service NSWDesigning an Omni-channel Service

Transformation Strategy

Historically, NSW citizens find it hard to make sense of

government service delivery structures…

“ Nobody knows anything, its

always that they pass the

buck ”“ Its so hard to navigate through all the information and the

multitude of people you need to deal

with ”

“ Its so hard to find what you

are looking for and the wait

times are terrible ”

“ You ask the same question to

three different people and get

three different answers ”

“ You seem to waste a lot of time

either sitting or waiting to get to

the right person to be told

you’re speaking to the wrong person

… you feel under-valued ”

Service is fragmented, with inconsistent offerings and limited

transparency.

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Change presents opportunity

NSW Government Service

Delivery – pre Service NSW

400+ government operated

shop fronts

102+ government call centres

8,000+ information lines and

government contact centre phone

numbers

900+ individual government

websites – including 52+ transactional websites

The vision: transform the way customers

interact with government

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Service NSW has been delivering on its vision

ServiceCentre

Delivered Transitioned

Customers served

across various channels

Providing citizens with a one stop service

for over 40 different AgenciesContactCentre

Digital

Multi-channel capability and integration

68Million

Served

972+

Customer

Satisfaction

97%

Wait TimesOne stop shop service centres, with

more to come

Opened78

Call CentreService Centre

9 2Single one number phone service13 77 88Single access for Govt

transactions1 Website

WoG payment capability 1 Payments Platform

MyServiceNSW WoG citizen portal capability

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Service NSW DNA – Fresh customer feedback

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Concierge

Self service

Open telephony Private telephony

(restricted to SNSW phone number)

Express CountersService Counters

Exit Kiosk for customer

feedback

DRIVES/GLS

E-conciergeEn

trance

Ex

it

CFM standalone capability

DRIVES/GLS

Service centres with extended opening hours

DRIVES/GLS

Service centres have been designed around customerneeds – multi-channel, easy access, quick turnaroundand making it simpler

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DSR’s

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From this… to this…

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✓ Virtual contact centre

✓ Cloud technology

✓ Answered by a real-person

with callback option

✓ Knowledge available on the

spot to all CSRs

✓ Promotion of the digital

offering

✓ Software as a service - no big

upfront investment in

technology

✓ Immediate feedback for

process improvement

13 77 88 - One 24/7 phone number

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Spearheading the NSW Government’s digital future accelerating migration of customer transactions to online

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The endgame is that digital is infused throughout the whole organisation – its in the DNA

– its what everyone does.

One Stop Shop Digital Experience

Digital FirstIntuitive Design & Choice

Adoption via Advocacy

70% of all transactions processed online in 5 years

Achieved

➢ Less than 40% of transactions digitally enabled

➢ Limited mobility / poor user experience

➢ Lead time to digitize

➢ Targeted 8%+ incremental growth

The Challenge

A bifocal strategy: Achieving the near term imperatives quickly while setting in place the longer term conditions for success

• Find opportunity within current limited functionality

• Progressively direct behavioral change

• Accelerate awareness and interaction in store

• Recruit Specialist Digital CSR’s

• Cultural shift to Digital FIRST

• ‘Clicks & Mortar’ Approach

Driving Adoption

• Influence policy reform

• Simplify and enhance customer experience

• Expand mobility options

• Digitise new transactions

Building Capability

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Driving Adoption - Our StrategyPeople led - empowering the front-line

• Strategic direction shared with the frontline, ideas

sought

• Champions emerge

• Social media campaigns initiated by champions

• ‘Personal Best’ culture emerges

• Digital adoptions numbers reported daily by site

• ‘Why Q’ customer campaign

• Team success continually shared and applauded on

social media

• Create a ‘Digital Movement’

The Baseline: Less than 3% of Service Centre

transaction volumes being directed to self serve

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Sensitive – NSW Government

Driving Adoption - Our Strategy Rapid prototyping of emerging ideas…

• Digital Champions support new sites to

ensure digital is a focus from day one

• Emergence of a Digital Customer Service

Representative role

• Digital Academy

• Evolution of the Service Centre Design.

Self Service area now focal point.

• Emergence of the manned, pop-up Digital

Stores

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Expansion of digital services - Extending

MyServiceNSW capability

• Single interface to deal with government

transactional services

• ‘Tell Us Once’ - customers are able to

securely store information in their digital

profile, removing the need to re-enter their

details for different government services

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Expansion of digital services - Digital Licensing

Program

The Digital Licensing Program offers new ways for customers and government to

interact, involving a range of licences and covering the end-to-end customer journey.

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Expansion of digital services - Making it easy to

start a business

~40% of the fields

are duplicated

Current

Experience

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Expansion of digital services - Making it easy to start a business

~40% of the fields

are duplicated

Current

Experience

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SECRET SAUCE: SERVICE NSW DNA - People

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Service NSW DNA – People at the heart of our business

• Visual management – Performance edge, Personal Best Culture

• Yammer - sharing best practice, successes and learnings

• Shifting behaviours, motivating and inspiring -Scorecards

• Continuous Improvement (CoS)

• Leadership Development

• Culture Camps

• ELT Visibility

• Stop Press – People Matter Survey 2016:

Our team are engaged, passionate

and highly developed to be the best

in the business.

SNSW NSW PS

Response Rate 97% 36%

Engagement 76% 65%

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Where to from here…

We will continue to build on the

momentum with a number of key

projects delivered over the coming

years.

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SNSW Strategic Priorities 2016 - 2019

Our Strategic Roadmap has three primary areas of focus which deliver on NSW Premier and State Priorities

Premier & State priorities for 2020

1. IMPROVING

GOVERNMENT SERVICES

2. BETTER GOVERNMENT

DIGITAL SERVICES

3. MAKING IT EASIER TO

START A BUSINESS

“Stop Press”

1. Expanding the "one-stop"

customer service imperative

2. Expanding digital capability to

enable a seamless digital link between

Customer and Government

3. Making it easy to do business

4. Transition to a Fee for Service

model - July 2017

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Expanding the "one-stop" customer service imperative -growing our business sustainably to be a commercially robust business

Service Centres

9354 1380

Contact Centres Digital

Service.nsw.gov.au

MyServiceNSW

Payments Platform

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