The user as the starting point: one measurement approach for government services

From fragmentation to connection: a collaborative approach to customer experience in government

Government organizations have been investing in customer experience for years, but all do it in their own way. That made it difficult to compare insights, learn from each other and collaborate. At the User Central CX Community, of which the Ministry of the Interior and Kingdom Relations is a client, the need arose for one unambiguous and data-driven approach to measure service quality. The challenge and question: develop a measurement framework and method that are robust, practically applicable and widely supported.

Result

Kyden guided the development of the government-wide measurement framework for services: a generic method and measurement model that allows public organizations to systematically measure and improve the satisfaction, perceived humanity and effectiveness of their services. Together with UWV, Chamber of Commerce, Municipality of Utrecht and Municipality of Tilburg, among others, we designed a data-driven framework that enables organizations to link their perceptions, processes and outcomes. The approach has been captured in a manual and model that is now being applied by more and more organizations.

Impact

With the measurement house, the government has a single language and framework for measuring customer experience. It makes performance comparable, stimulates cooperation across organizational boundaries and lays the foundation for a government that learns better, improves and works from the lifeworld of citizens and entrepreneurs.