Customer Experience Map

Transcription

1 Customer Experience Map City of Red Wing From the customer's perspective: Permits and Licenses I Have a Need! - Here' s What INQUIRE APPLY I Do, - Check the website - Download and print; Send an scan/ ; U. S. mail Walk in OR Call - Fill in/ submit online GET FEEDBACK CONSULT GET MY ANSWER Info. complete? MONITOR What else is needed? - Attend meetings Yes MMMMM* Done! Expectations: time, - Gather more info. cost, next steps - Wait My computer; kiosk or" paper app at City Sausage Making" No 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 informed Confused Confident Overwhelmed Hopeful Happy/ relieved Feel: Apprehensive Organized Happy Frustrated Disappointed/ upset Here' s How Responsible Accountable Uncertain Hopeful Frustrated Satisfied Angry Motivated Anxious Surprised Anxious Supported Valued Me (Customer) Me (Customer) Specialist City Staff Grateful Specialist The City" Specialist Specialist' s Manager Department Heads Department Heads City Staff See the list at left Specialist' s Manager Department Heads City My Contractor City Council Consulted Staff Professional Services Board Members Depends on Situation) Inspectors Attorneys City Staff See the list at left Department Heads City Me! ( Customer) Mel (Customer) Mel ( Customer) Staff Neighbors/ Media City Staff Depends on Situation) Specialist Key Stakeholders General Public Depends on Situation) Updated Updated 4/ 4/ 9/ 9/ 15 15

2 Who a gg Customer Experience Accountable Consulted Kay Department Heads City Staff

3 Step 1: Inquire Update the website and phone system to reflect the new process. Centralize website services for the City Provide tools that enable customers to complete information online: One list with links to relevant information Explain the what, why and how (set expectations) Customer checklists Current forms Fees Consolidate or eliminate permits/ licenses Set naming standards Look for outdated, unnecessary or duplicate Online form submission Online payments A welcoming space for walk- ins: Similar to old community development center One location (or two?) Street level at City Hall Computer kiosk( s) Phone line triage process Educate the public

4 Step 2: Apply Update forms. FE C,«, J 0 Start with " low -hanging fruit" Seek consistency instructions for submitting, contact for questions, get s, etc. Have paper forms available for walk- ins who do not want to use a computer kiosk We can digitize and store. Department managers are responsible for keeping their content up to date Get data about where customers apply in person or call in today (inform our decision about specialists in 1 location or 2) Prioritize and update additional forms ( not addressed with " low -hanging fruit") Hire a dedicated web master. Review and purchase CRM ( customer relationship management) software to improve workflow and customer communications Auto -generate tracking numbers

5 Step 3: Get Feedback i`, EP rk G Lot ZD Confirm receipt of application with customer even if online submission). Identify missing information immediately. Issue simple permits on the spot. Set clear expectations: Investigate or standardize on shared calendar and scheduling system Outlook? Ensure specialist can set appointments for customers to meet with department heads and others How long will this take? Which meetings will customers attend? What inspections and other steps are required? Create form letters Personalize, generate, send Provide specialist with business cards including contact information

6 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 rking Lot Identify ways to keep the specialist informed every step of the way Automated workflow Monthly reports Join meetings Clarify who will manage specialist... and what responsibilities this person will have

7 Step 5: Get My Answer Issue or decline in this step. is done. If decline, may return to Step 2 or 3. Re- engage the specialist If issued, process Decide on a format for communicating the results of each permit. Ask customers how they prefer to be notified. Decide on payment method( s). Specialist has responsibility for distributing information to the customer and " closing the record" Integrate a short customer satisfaction survey with every permit issued. 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 specialist can set appointments for customers to meet with department heads and others

8 Guidelines for the Specialist Role This is one role (which may be occupied by more than one person) This role needs to report to one manager. Manager responsible for hiring, managing performance, training, making sure information is correct. Manager should be well- connected across functions within the City. Identify opportunities to improve performance and efficiency of the specialist role. Start with a clear job description. What this person will do. How they will do it. Competencies and skills required for success. Job title should reflect the work AND mean something to the customer. Options include permit technician, permit and licensing specialist, concierge, information coordinator.