Delivering services to citizens is at the heart of what most government agencies do. Tasks like paying taxes, renewing driving licenses, and applying for benefits are often the most tangible interactions citizens have with their government. Services are therefore critical in shaping trust in and perceptions of the public sector. Citizens today expect more transparent, accessible, and responsive services from the public sector. And those expectations are rising. Many governments have made efforts to improve service delivery through online portals or 'one-stop shops' like centralized call centers, but find they are still unable to meet the public's expectations. Citizens tell public-sector officials -- and it's been confirmed via a survey conducted by the McKinsey Center for Government -- that they continue to feel frustrated by cumbersome or confusing websites and find it's often still necessary to speak with multiple parties before their question is answered or their request is completed. As a result, governments face not only declining citizen satisfaction and eroding public trustbut also increasing costs associated with delivering services across multiple channels. \r
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Part of the problem is that despite their best intentions, many governments continue to design and deliver services based on their own requirements and processes instead of the needs of the people they serve. But some government agencies-including at the local, state, and federal levels-have successfully implemented a customer-centric approach to service design and delivery. This article draws on their experiences to illustrate the four elements of implementing transformation efforts aimed at increasing citizen satisfaction and reducing costs.
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