How mobile staff deliver better customer experiences at Service NSW

Enabling mobility in the retail environment is usually left to the leaders in customer service; not something you would expect from Government. The new ‘one stop shop’ Service NSW, with help from The Customer Experience Company have designed a mobile application that enables face to face service interactions in a high volume retail environment.

This session will discuss the design and implementation of this Customer Flow Management system and the measures that show how much it is improving your experience in dealing with Government.

Transcript

1. How mobile staff deliver better customer experiences at Service NSW
3. One website. One 24/7 phone number. 150 Service Centers. 30 contact centres 150 retail outlets 900 web sites 50+ agencies
4. Before
5. After
6. 15 centers in 6 months Over 700 transactions from 15 NSW Agencies 1000 customers a day at Wynyard Service Center
8. Our Challenges -  physical and digital integration -  1000’s of transactions in one UI -  delivered in 4 months, 3 people -  limited budget For Service NSW -  concierge is a new role -  agent knowledge For customers -  managing expectations -  ‘lost in translation’
9. The design process starts from the end-to-end experience
10. Mystery shopping
11. Mystery shopping
12. Current experience
13. Desktop walkthrough
14. express zone forms & information zone service zone help zone self service zone waiting zone feedback zone Back office
15. Role play – experience it yourself
16. Story telling
17. Prototyping early and often Roads& Transfer&My&Registra1on& Back&to& Welcome&Page& Back&&&&&&&&&&& Renew&My&NSW&Driving&Licence& Knowledge&and&Driving&Tests& Change&My&Address&or&Details& Renew&MY&NSW&Registra1on& All&Other&Transac1ons& Lodge&or&Change&My&Medical&Records& Welcome'Page' Life'Events' Other'NSW'Agencies' Pre9booked'Appointments' Roads' Business,'Property'&'Home'Building' MulFple'TransacFons' MariFme'
18. Guerrilla testing with real customers
21. Main findings 54% Roads Motor Registry 90% •  use a car icon •  increase the size of icons and text •  make the text clickable •  use customer language •  no more than 4 touches ! ! ! ! Welcome!to!Tweed!Head! ! Renew%my%NSW%Registra1on% ! Your!Number!is! R101% ! What%you%will%need:% • !Your!Green!slip! • !Your!pink!slip!(if!your!car!is!over!5!years)! • !Your!payment!details!for!the!fee! 01/07/2013!07:01!AM! ! ! ! Scan!this!to!provide!feedback! Welcome!to!Kiama!
22. Service principles 80/20 rule 4 screens maximum iconography customer language secure - safe and reliable great service - professional and friendly staff convenience – provide access, choice and control easier - working hard to make it easier Design principles
25. Wireframing
26. Prototyping
28. Customer satisfaction in real-time
29. 4.7/5 20-30% A great customer experience customers giving feedback average customer satisfaction rating
30. Jeni Oye jeni.oye@customerexperience.com.au Alex Auroux alex.auroux@customerexperience.com.au @Customer_exp customerexperience.com.au DESIGNING AND DELIVERING BETTER CUSTOMER EXPERIENCES