Government Services Look Radically Different in the Customer’s Eyes

Peter Jackson – IDEO Stories

Not so many years ago, this would have been a very radical post. It is a measure of progress that the core message – services should be designed with an understanding of customers – now seems obvious. But it’s still well worth reading both for the overall clarity with which the case is made, and for some neat turns of phrase. Governments tend to start with a policy which may eventually be expressed as a service; customers experience a service and will discern dimly – if at all – the policy which ultimately drives it. And those two things are not only different in themselves, they can also have different cycle times: ‘just because a major new policy only comes around once in a lifetime, doesn’t mean you only have one chance to implement it.’

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