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