Gov Design Academy

Introduction

The first dimension, called "Direction", guides entities through the process of assigning their CX leadership, identifying CX priorities and formulating a CX action plan that is based on a thorough understanding of their as-is state and intended CX aspiration point. This dimension has an institutional outlook and helps create a contextual understanding of where the entity stands today and where it wants to be in the future by considering its agenda of priorities, available capabilities, and future action plan. The direction dimension is divided into 7 sub-dimensions, including: leadership, maturity assessment, customer experience strategy, action planning, measurement, governance, and culture.

Introduction

The model then moves on to the "Design" dimension which focuses on realising the aims defined in the previous dimension by taking the entity through the step-by-step design process required for effectively addressing prioritised challenges and objectives. The direction dimension is divided into 5 sub-dimensions, including: multi-disciplinary teams, problem framing, baselining, ideation and iteration, and experience of the future.

Introduction

These designs are then further addressed in the "Development" dimensions which guide the implementation of a human-centred approach to the process of building a service solution. The direction dimension is detailed through 8 sub-dimensions, including: awareness, iteration, building for effortlessness, security, accessibility and inclusivity, communication and messaging, testing, and deployment.

Introduction

Finally, the "Delivery" dimension delineates the internal and external requirements for the successful execution of customer-facing services. It is detailed through 3 subdimensions, including: the customer, the employee, and the relationship.

Result

Your Result is...

The demo is non inclusive of all sub-dimensions of the International Model for Customer Experience in Government. If you wish to experience the full tool, drop us a line at info@govcx.org

Introduction

1. We have a team responsible for leading and facilitating CX transformation in our organisation.

2. We have a well-defined and clearly articulated customer experience strategy. A CX strategy should include, but is not limited to:

3. We systematically use reliable and diversified methods to assess our customer experience.

4. We have documented CX policies that ensure transparent, fair and inclusive CX practices. Policies may include but are not limited to:

Introduction

1. Our design teams include members from multiple disciplines, backgrounds, or areas of expertise, for example, experts in user research, data analytics, graphic design, marketing, engineering, software development, and content development.

2. We discuss all viewpoints on the main challenges of the service without rushing into solutions by reviewing our underpinning assumptions of all hypotheses related to:

3. We ensure enough consultation and participation of the concerned public during the idea generation and iteration process.

4. We visualise the customer experience of the future from start to end including service touch-points, required documents, etc.

Introduction

1. We use prototyping and other iteration methods to validate/challenge our hypotheses and underlying assumptions.

2. We build the service to allow effortless switching between digital and non-digital channels without repetition or confusion and according to customers’ behaviour and preferences. This could include, but is not limited to:

3. We understand our internal security and legal frameworks/policies (if available) and identify how to comply with them in the service solution.

4. We build a service that benefits all segments of customers regardless of their backgrounds, abilities as well as access barriers.

5. We test for usability frequently with current and future potential customers using suitable testing techniques.

6. We have a systematic method for monitoring the service and its performance.

Introduction

2. We empower our front-line staff to take decisions required for providing a positive customer experience.

3. We use a comprehensive competency framework to assess all potential and existing staff on their individual difference profiles, knowledge, skills, and abilities.

4. We always provide consistent communication to the customer across the different channels.

Result