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Understanding the public Sector Customer Tony Kieran 27 th November 2008 Module 2 Introduction and Overview

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Page 1: Introduction & Overview   Tony Kieran

Understanding the public Sector Customer

Tony Kieran

27th November 2008

Module 2Introduction and Overview

Page 2: Introduction & Overview   Tony Kieran

IntroductionOverall objective of the seminar:

“The seminar aims at developing our understanding of the ‘public service customer’ and explores ways in

which the customer can be placed at the centre of public sector services”.

But first… this sessionWho is the customer? Trends and developments.

Review of initiatives and some group activity

Outline of rest of the two daysGetting to know the customerPS Modernisation Case studies & Wrap up

Page 3: Introduction & Overview   Tony Kieran

The Customer? What do we understand/mean by the word

‘customer’ Terminology in use

Client – negative connotations? Unequal relationship? Customer – implies choice? New type of relationship? Citizen – More empowered relationship? What about

new arrivals into country from other countries? Other – service user, etc.

Can we agree a common understanding of the ‘customer’, or is it even desirable?

Page 4: Introduction & Overview   Tony Kieran

Group exerciseDiscuss the terminology based on your own

experienceHave we an agreed understanding of these

terms?What do you consider to be the most

appropriate term to describe the relationship between people and the service?

Why?

Feedback

Page 5: Introduction & Overview   Tony Kieran

Principles of service delivery

1. Define the service role2. Compete for talent3. Emphasise service teams4. Go for reliability5. Be great at problem solving

(Berry et al, 1990)

Based on writing/experience from private sector. Some differences, many similarities

Page 6: Introduction & Overview   Tony Kieran

Group exercise

Discuss the 5 imperatives

Rate their importance in a public sector context.

Are there any that just don’t apply? Feedback

Page 7: Introduction & Overview   Tony Kieran

Customer Service

Think of an instance where you have received good or bad customer service.

What made the difference on this occasion?

What did you have to do to put things right?

Group exercise & report back

Page 8: Introduction & Overview   Tony Kieran

Reorganising services to meet customer need

One stop shopsDecentralisationCustomer segmentationLife eventsHow do we decide which is

appropriate for our service?

Page 9: Introduction & Overview   Tony Kieran

Local needs and priorities

The Public Service Centre Concept

Building services around thecustomer

Sharing of resources Sharing info with customer

consent Advice and Advocacy

Local democracy Service delivery

IndependentInformation Units

Delivery of Councilservices

Delivery of services by other Agencies

A gateway to otherAgencies

New Public ServiceCentres providing a

single point ofaccess to public

services:Walk-in

phone &assisted channels

Focus on quality of service

Page 10: Introduction & Overview   Tony Kieran

Reorganising services to meet customer need

One stop shops Decentralisation

Delegated authority as opposed to relocation Autonomy

Customer segmentation Area based service delivery Life event – Oasis (now renamed as Citizens information) Age based – NESC report ‘Developmental Welfare State’

Life events Particularly relevant when presenting information or

services online as it makes it easier for customers to search

Decide which is appropriate for our service?

Page 11: Introduction & Overview   Tony Kieran

Is it appropriate for non-Government agencies to be involved in front-line delivery of this service?

Yes

Yes

Yes

Is the outcome too complex for any one Agency to achieve?

Are there providers who could work together to achieve a common purpose?

Is it effective and efficient for agents to work together?

Yes

No

No

NoGovernment delivery

Separate competitive delivery

Government provision with provider involvement

Co-ordinated or Integrated Service Delivery

1

2

3

4

No

Framework for choosing between service delivery models

Source; Gill and Rendall (1999)

Framework for choosing service delivery model

Page 12: Introduction & Overview   Tony Kieran

Key Challenges when reorganising

1. Co-operation cannot be taken for granted ‘soft resistance’

2. Organisational energy and inertia Consolidation phases can lead to inertia

3. Commitment of top management to change4. Skills and attitudes in developing public

involvement and participation

(Gastor & Rutquist, 2000)

Page 13: Introduction & Overview   Tony Kieran

Constraints

What prevents us from delivering the optimum service

What are the key problems effecting service delivery

How might we overcome these?

Page 14: Introduction & Overview   Tony Kieran

Wide range of modernisation initiatives

QCS, DBG/BLG, Information Society, Strategy Statements

Individual Departments (15) and Agencies responding in disjointed manner to

modernisation initiatives from the centre.

Local service

delivery

Local service delivery

Agencies collaborating at local (service delivery level), attempting to respond to disparate initiatives and to influence centre to respond in a

co-ordinated manner to change initiative

Centre

Local

The Influencing Challenge

Page 15: Introduction & Overview   Tony Kieran

Technology as a key enabler of change

Organisational setting

Organisational culture, etc.

Programmes

Joined up,customer-centricservices

Process

re-engservicesBPR

Place

Choice ofaccess channels

People

Customerservice, staffcentral role

Productivity

customer consultation& customer servicestrategies

Promotion

Informationprovision

Physicalevidence

Public ServiceCentres

Price

Cost &Convenience

ManagementLeadership

The full context

Adapted from Lovelock, 2001

Page 16: Introduction & Overview   Tony Kieran

Your own organisation

How does your organisation view customer service?

What emphasis in strategy statements, business plans, etc.

What efforts have been made to improve customer service?

Any tangible results?Process embedded? Why/why not?

Page 17: Introduction & Overview   Tony Kieran

Wrap up/recapThe customerPrinciples of service deliveryIntroduction to customer consultation

techniquesReorganising services to meet customer

needs and how we might decide on thisThe internal customerConstraints and challengesQCS Principles

Page 18: Introduction & Overview   Tony Kieran

QCS principles

12 principles

Standards, Equality/diversity, Physical access, Information, Timeliness & Courtesy, Complaints, Appeals, Consultation & Evaluation, Choice, Official Languages Equality, Better Co-ordination, Internal Customer

Are these all relevant?Do they amount to a comprehensive quality

service?

Page 19: Introduction & Overview   Tony Kieran

Contact Details

Tony Kieran Principal Officer, Department of Social & Family Affairs College Road,Sligo.Rep. of Ireland

E-mail: [email protected]: +353 71 9148499 Mobile +353 87 2373112