Customer Experience Mapping Process

Transcription

1 Customer Experience Mapping Process The goal of this mapping process was to develop a system that delivers a consistently positive experience for our customers when obtaining a permit or license. We examined all touch points - people, technology, and services. Laura Blair Johnson Information Services Director

2 Background City of Red Wing employees from across the organization completed a four week workshop in 2015 to identify ways to improve customer service to our residents - specifically when obtaining permits and licenses. A customer experience map was produced over this month long course and methods were identified for sustaining a new and improved process for customer service. Every employee involved in the workshop played an active role in developing a step by step path detailing the experience from the moment a customer walks into a reception area, calls us on the telephone or visits our website. We ve been laying the groundwork for the past two years to establish how to execute and sustain a new customer experience. Laura Blair Johnson was identified as our project manager to move our customer experience concept forward. We continue to explore how to best align our technologies with a new process. Southeast Technical Continuing Education and Workforce Training paired us with Connie Kotke, a consultant trained in helping organizations improve performance through employee engagement, change management, and communication strategies.

3 Where we started Customer Experience Mapping Process in 2015 What we wanted to accomplish Improve our customers experience when engaging with the city especially around permits and licenses 25 city employees participated Four week process with professional facilitator Deliverable a roadmap for change

4 Customer Experience Map City of Red Wing Permits and Licenses From the customer s perspective: Step 1 Step 2 Step 3 Step 4 Step 5 I Have a Need! I might get information from: Chamber Convention & Visitors Bureau Downtown Main Street Community Groups Port Authority County Courthouse HRA City Council Member Media (TV, Radio) Contractors/Vendors Word of Mouth Phone Book Internet/Social Media Here s What I Do: Here s How I Feel: Responsible Accountable Consulted INQUIRE Check the website Send an Walk in Call Informed Confused Apprehensive Uncertain Motivated Anxious APPLY Download and print; scan/ ; U.S. mail OR Fill in/submit online My computer; kiosk or paper app at City Informed Confident Organized Hopeful Anxious Supported GET FEEDBACK Info. complete? What else is needed? Expectations: time, cost, next steps Informed Overwhelmed Happy Frustrated Surprised Valued Me (Customer) Me (Customer) Permits & License Mgr. The City See the list at left Permits & License Mgr. Community Development Staff Community Development Staff Department Heads City Staff Depends on Situation) CONSULT/ MONITOR Attend meetings Gather more info. Wait Sausage Making Informed Hopeful Frustrated Satisfied City Staff Department Heads My Contractor Professional Services Inspectors City Staff GET MY ANSWER Yes No Informed Happy/relieved Disappointed/upset Angry Grateful Permits & License Mgr. Department Heads City Staff City Council Board Members Attorneys Done! Informed See the list at left Department Heads City Staff Depends on Situation) Me! (Customer) Me! (Customer) Neighbors/Media Specialist Me! (Customer) City Staff Key Stakeholders General Public Depends on Situation) Updated 4/9/15

5 Customer Experience Mapping on Economic DevelopmentWe are working on a number of processes that have dependencies on each other. Customer Experience Mapping on Permits & Licenses Community Development Model Improve customer experience Permits & License Center Develop online forms Develop new website Administration Reorganization

6 Customer Step 1: Inquire Decisions We Made Update the website and phone system to reflect the new process. Researched other cities website layouts Made some improvements to our current site Planning new website in 2017 Timeframe to begin upon completion of the Admin ReOrg Provide tools that enable customers to complete information online. 34 Permits online now Consolidate or eliminate permits/licenses Set naming standards Look for outdated, unnecessary or duplicate A welcoming space for walk-ins Permits Center in the Community Development Department in the Ignite Building Parking Lot Online payment Coming in the next phase Inform the public

7 Customers Step 2: Apply Decisions We Made Update forms. Seek consistency instructions for submitting, contact for questions, get s, etc. Parking Lot Get data about where customers apply in person or call in today (inform our decision about the number of locations to apply. Have paper forms available for walkins who do not want to use a computer kiosk Department managers are responsible for keeping their content up-to-date Hire a dedicated web master. Review and purchase CRM (customer relationship management) software to improve workflow and customer communications Auto-generate tracking numbers Amend and Revise City Code language to incorporate the new online process. Permits that require notary today is that dictated by state law or City Code?

8 Customers Step 3: Get Feedback Decisions We Made Confirm receipt of application with customer (even if online submission). Identify missing information immediately. Issue simple permits on the spot. Set clear expectations: How long will this take? Which meetings will customers attend? What inspections and other steps are required? Create form letters Personalize, generate, send Provide Permits & License Mgr. with business cards including contact information Parking Lot Investigate or standardize on shared calendar and scheduling system Outlook? Ensure Permits & License Mgr. can set appointments for customers to meet with department heads and others This is a new role as part of the Admin ReOrg and Community Development model. This position will be assigned to a current employee.

9 Step 4: Consult/Monitor Decisions We Made This is where we make our sausage Collaboration is key The right technology will help Opportunities for continuous improvement using a similar mindset as the customer experience map Start small and work our way toward greater efficiency Parking Lot Identify ways to keep the Permits License Mgr. informed every step of the way Automated workflow Monthly reports Join meetings Clarify who will manage Permits & License Mgr. and what responsibilities this person will have The Permits & License Mgr. reports to the Community Development Director and supervisors the Permits clerical staff

10 Step 5: Get My Answer Decisions We Made Issue or decline in this step. If issued, process is done. If decline, may return to Step 2 or 3. Re-engage the Permits & License Mgr. Decide on a format for communicating the results of each permit. Ask customers how they prefer to be notified. Decide on payment method(s). Permits Mgr. has responsibility for distributing information to the customer and closing the record Integrate a short customer satisfaction survey with every permit issued. Parking Lot Define what DONE is for various permits. Consider tracking and compliance needs. How will we record? Automate expiration/renewal dates in the system? Track and/or report on open -ended permits. Investigate or standardize on shared calendar and scheduling system Outlook? Ensure Permits & License Mgr. can set appointments for customers to meet with department heads and others

11 Online Applications Submitted to Date Division Application Name Applications Submitted City Clerk Liquor License Renewal 0 3.2% Malt Liquor License Renewal 0 Tobacco 0 Taxicabs 0 Sidewalk Cafes 0 Food Wagons 0 Junk Dealers 0 Solicitors 1 Peddlers and transient merchants 0 Pawnbrokers 0 Bed & Breakfast Special Event 0 Miniature Vietnamese Potbellied Pig Registration 0 Solid Waste Haulers 1 Engineering Application for Work in the City Right of Way 1 Utility Permit Application 0 Utility Annual Registration 0 PUPP - Construction 1 Fire Dept Fire Protection 4 Outdoor Fireworks 0 Open Burning 18 Building Building Permit 31 Plumbing 7 Mechanical Permit 3 Demo & Moving - Main 0 Demo & Moving - Review (15 per 1 main) 0 Police Dept Golf Cart Permit 0 ATV/ UTV Permit 0 Planning General Zoning 3 Sign Permit 1 Heritage Preservation Design Review 0 Public Works PUPP - Event 26 Facility Use Request 41 UAS/ Drone Notification Form 1 Other Green Wing Energy Form 1 140

12 Online Permits Survey & Feedback Survey Questions Survey Feedback Which Form(s) have you completed? Please select all that apply.) What are your feelings towards the City of Red Wing's online application process? What could be done to improve the online application process? Do you plan on applying for a license and/or permit online again? Please leave any other comments or suggestions below.