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CLUSTERING SERVICES FOR CITIZEN-CENTRED DELIVERY Professor Ken Kernaghan Brock University

BRICKS, CLICKS AND CALLS :. CLUSTERING SERVICES FOR CITIZEN-CENTRED DELIVERY Professor Ken Kernaghan Brock University. What are SW Service and Service Clustering?.

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CLUSTERING SERVICES FOR CITIZEN-CENTRED DELIVERY Professor Ken Kernaghan Brock University

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  1. BRICKS, CLICKS AND CALLS: CLUSTERING SERVICES FOR CITIZEN-CENTRED DELIVERY Professor Ken Kernaghan Brock University

  2. What are SW Service and Service Clustering? • Single-window service delivery (also described as one-stop delivery, one-stop access, one-stop shopping, or integrated service delivery) brings together government services so that citizens can access them in one place, whether in person, by telephone or electronically. • Service clustering is the process of bringing together related government services delivered by one or more service providers for the purpose of one-stop access, whether the service is provided in person, by telephone or electronically.

  3. Comprehensive ClusteringModel • 1. The service cluster is organized on a clear and consistent basis from the citizens’ perspective. • 2. The cluster involves all relevant service providers. • 3. The cluster provides integrated seamless service to citizens. • 4. The cluster is inclusive in social, demographic, geographical and technological terms. • 5. The cluster provides services through all channels. • 6. The cluster provides the same service through each channel.

  4. 1. Organizational Design The service cluster is organized on a clear and consistent basis from the citizens' perspective. • Departmental silos are broken down by the collaborative clustering of services across government. • Services are grouped according to the needs of citizens, not the needs of departments and agencies. • Services are clustered in a format that is easily comprehensible. • All service channels are carefully designed to guide the citizen to the informationneeded.

  5. 1. Organizational Design:three main models for organizing clustering • Life-events - e.g. Singapore's "life journey" format - from registering birth, to attending school, finding a job, and retiring. Easy to understand and to navigate. • General topical headings - most common model - organizing services according to such criteria as business, government, citizens, education. Simple and efficient. • Demographics model. - highlights specific demographic groups, e.g. - seniors, children and workers. Typically used in conjunction with other clustering strategies, such as topical headings.

  6. 2. Multiple Providers The cluster involves all relevant service providers. • All providers who can contribute significantly to effective service delivery are included. • Providers are grouped to serve needs of citizens, not governments. • Number and type of providers vary greatly depending upon goal of clustering initiative. Victoria, Australia versus Nevada, USA. • The services and service providers included - often dictated by the channel in question - simpler to cluster all relevant service providers ‘on-line’ than in walk-in centres.

  7. 3. Seamless Service The cluster provides integrated seamless service • Citizens’ access to service is virtually effortless. Collaboration among service providers occurs behind the scenes. • Service providers share power or resources, or both, in a mutually beneficial effort to enhance service delivery. • Extent to which back-office needs to be restructured depends on scope and nature of clustering initiative. Australia's Centrelink - substantial restructuring, but many other initiatives simply add the Internet channel to the traditional access channels.

  8. 3. Seamless Service (cont.) • Governments with holistic "no wrong door" strategies across several service channels have to invest more in re-engineering their back offices than those with a single channel strategy. • Pressure on governments for costly replacement of legacy systems. Service clustering necessitates horizontal and vertical co-ordination that may be impossible or difficult through current operating systems. • Serious privacy, security and accountability issues arise when data are shared between service providers, especially when non-governmental actors are involved.

  9. 4. Equitable Access The cluster is inclusive in social, technological, geographic and demographic terms. • Careful account is taken of the needs and abilities of citizens to access the services. • The social implications of electronic initiatives - the "digital divide" - of special concern in governments focusing on Internet channel to relative neglect of other service channels. • Technological factors. Even if citizens are willing to use the Internet and other e-based technologies to access services, many of them do not have the skills to use these technologies effectively.

  10. 4.Equitable Access (cont.) • Geographic considerations. A large territorial mass makes it difficult for governments to establish even one-stop Internet access much less one-stop in-person access, especially if the territory includes remote or rural areas. • Demographic considerations. Different demographic groups want a different range of government services and often have different channel preferences as well. Considerations of age, income and education. Have to provide in-person or telephone service, even if much costlier than Internet service.

  11. 5. Multiple Channels The cluster provides services through all channels. • Governments recognize that the Internet channel will not replace the off-line channels and will, therefore, have to be coordinated with them. • Far more common to find clustered one-stop services on the Internet than through the walk-in or telephone channels. Most governments - little attention to off-line clustering. • A few governments have successfully implemented a holistic one-stop access strategy across all channels, e.g. ServiceTasmania.

  12. 6. Choice of Channels The cluster provides the same service through each channel. • Governments recognize citizens’ desire to receive all services through whatever channel they want to use. • In practice, governments customize each channel to suit citizens' needs and abilities. Some channels are better than others for delivering certain services. Equity issues affect governments’ decisions as to services provided on each channel. • Multi-channel clustering doesn't require that each channel deliver the same services of equivalent quality or that each channel be clustered according to the same organizational design.

  13. 6. Choice of Channels (cont.) • The types and comprehensiveness of the services differ from channel to channel. For example, case-based social security services requiring personalized interaction are best provided at walk-in centres. • Most governments provide all services at in-person centres and, to a lesser extent, by telephone. The Internet channel is used primarily for information-based and simple transactional services. However, the Internet channel is increasingly used as the backbone for the other service channels. • Important consideration - the relative cost of operating the various channels. Cost calculations here are often very complex and there are unanticipated consequences.

  14. Service Clustering and ESD Evolution • Focus of service clustering tends to be on the electronic channels (Internet, e-mail and electronic kiosks) • Actual and anticipated evolution of one-stop ESD re service clustering • 1. Web Site Presence. • 2. One-Stop Access (Single Department). • 3. One-Stop Access (Single Government). • 4. One-Stop Access (Multiple Service Providers). • 5. Integrated ESD.

  15. One-Stop Access (#4) Multiple Service Providers • Intergovernmental and government-third party collaboration increases. • Transactional services expand significantly. • Security technologies improve. • More complex financial transactions are conducted. • With increase in the number of services and service providers, greater attention is given to service clustering.

  16. Integrated ESD (#5) • Seamless one-stop service is provided by clustering services across departments and governments and with third parties. • All relevant service providers are enabled to organize their ESD services within a common clustering framework. • Virtually all transactions can be conducted electronically through the Internet as well as such secondary electronic media as kiosks and integrated voice response systems. • Security technologies enable and increase data sharing and financial transactions.

  17. BRICKS, CLICKS AND CALLS: IMPLICATIONS FOR PUBLIC ADMINISTRATION

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