CSAT needs to evolve in the Public Sector to enable service design outcomes
Public Opinion Research efforts alone are not enough as you shift into Product Management and Service Design
Effort and Net Promoter Scores are an essential part of the 2020-25 strategy
The terms "Service Design", "Citizen/CX/Customer Experience", and "Product Management" were heavily used by presenters at last week's #FWD50 Conference. Surprisingly, and noticeably absent were terms "Effort Scoring" and "Net Promoter Scoring".
Considering many of folks in attendance are self-described digital transformation and UXers, I wondered why they weren't thinking about these metrics that matter to the Private Sector when designing solutions for end user consumption.
Perhaps "Effort" and "Promotion" don't seem relevant with an internal lens if you are the only department, association, civic technology servicing a community or meeting a need defined by a formal mandate.
As a former public servant, I encourage you to consider:
1) Effort in an Omni-channel reality:
How do you know constituents can find the services they require and consider their level of effort from start to finish reasonable?
In a society, where connectivity, tech IQ, device preference, accessibility and language are considerations, have you evaluated the experience from an end-user perspective? Have you removed barriers? Have you reduced information collection to the absolute minimum? Does automation, predictive routing - help or hinder the outcome? If you are using bot technology are you A/B testing against an agent using chat or the legacy phone contact centre?
2) A Net Promoter Score is not a sales process alone, it's a testimonial, a referral, a thumbs-up or down.
You may not have direct competitors, but you are still a marketplace, which has disruptors, alternatives, premium services: Would your end users refer others to your service or would they seek alternatives, which may not lead to the optimal outcomes?
If a Veteran can't find the services that they need, do their families not look for alternative help and pay for services if they can afford to do so?
If someone can't understand the Citizenship process, do they not seek formal counsel elsewhere?
If a regulated community can't find justice for people operating in the black market, do they take matters into their own hands?
I think it's time to build Effort Scoring and NPS into the Public Sector.
My next blog will further discuss how these initiatives can be set-up with day-to-day customer service.