- Understand the experiences, thoughts and feelings of customers as they encounter a council service or set of services
- Deliver information, messages and services at the most appropriate time.
- Deliver a seamless, streamlined experience that cuts across council departments by recognising where and when it is appropriate to join things up for the customer.
- Get it right when it really matters e.g. when emotions are highest or when the need is greatest.
- Compare the current situation with the 'ideal' side-by-side, giving a chance to genuinely redesign the customer journey.
- Helping to bring customers' stories to life. This can challenge preconceptions surrounding service delivery.
- Helping to shape strategy and policy, leading to better customer experiences and more efficient government.
- Helping deliver efficiency savings in many areas, including in line with NI14 (Reducing avoidable contact).
- Leading to more satisfied customers, which are cheaper to serve and easier to deal with. Good customer understanding is also good business.
UPDATE 2! More information now available at:
UPDATE 3! I have blogged about this whole issue on my other blog here - concerning attendance allowance and the need to see the process from the viewpoint of the claimant.
UPDATE 4!: It is my understanding that this team has now been disbanded.