A benchmark for public service digital transformation and customer engagement
Services NSW - Service Centre Transformation
Welcome, flexible, safe
Rather than design a fitout, we focused on creating a customer experience, built on extensive research and testing with staff and customers to map and analyse transaction journeys. The concept was a physical expression of Service NSW’s vision: ‘Welcome, Flexible, and Safe’, with an open design, curved lines, soft furnishings, accessible kiosks and computer stations. Fast, flexible prototyping and sophisticated data collection allowed us to continuously test and fine tune the concept as it was rolled out.
An omnichannel experience
Components of the physical delivery interrelated directly with online. Self-service pods are positioned at the front of the customer centre alongside the concierge to encourage and teach customers how to complete their transactions online, while designated areas provide more complex advice and in person service. Flexibility is built into the design to increase self-service as the customers’ requirements and digital competence evolves.
The NSW Department of Customer Service is leading by example with the rollout of Service NSW. The model was built around the concept of a ‘one stop shop’ delivering integrated services to customers. As a result, customer satisfaction scores increased from 13 percent pre-rollout (in 2012) to over 95 percent in 2021.
Collective Effort
Collective Effort
