The customer as a compass: RFO's journey to public service excellence

From rules to relationships: RFO makes services more accessible

RVO faced the challenge of making its services more accessible. The organization was mainly process- and rule-driven, while customers expected simplicity, transparency and speed. The urgency was to make noticeable improvements in service and to structurally embed customer orientation.

Result

Kyden guided RVO in a multi-year transformation. We started with Service Improvement Teams (SVTs) that redesigned and improved customer journeys in an agile way. After successful pilots, the approach was scaled up to four multidisciplinary teams. We then helped transform the Customer Insight team into a structural function within governance, bringing together customer data, customer research and service design. The next step was the establishment of Customer Experience Management as an integral steering instrument, in which customer promises, KPIs and improvement cycles were linked to social tasks and daily execution.

Impact

The approach resulted in visible improvements in services, such as a higher first-time-right (+24%) and a conversion increase of 34% thanks to the TVL advice tool. More importantly, RVO now has a robust framework that structurally anchors customer focus. As a result, the organization is better positioned to achieve its ambition: an excellent public service provider that visibly realizes social impact.