Greg Parston, 2010
Accenture Institute for Health & Public Service Value

The rush by government agencies worldwide to embrace the associated technologies collectively known as Web 2.0 has opened up a number of dazzling new ways citizens can participate in the public sector. Prodded by this private-sector groundswell and by the successful use of these technologies in election campaigns, local, regional and national governments are now focusing on Web 2.0 as they develop more accessible services and an array of participatory public platforms

Försäkringskassan, the Swedish government’s social insurer, provides financial protection to citizens in the forms of housing assistance, family aid, pensions, and sickness and disability benefits. Taking advantage of new online connectivity options, the agency launched a new service strategy to increase customer satisfaction and reduce costs by delivering service that better reflects the evolving needs of its customers. To achieve this, Försäkringskassan conducted extensive segmentation analyses, defining 17 discrete customer clusters based on citizens’ life events and the complexity of their needs. The agency then used information such as the service channels and preferences each segment favored to develop detailed customer insights. These insights enabled public managers to align each customer segment with the three primary contact channels—self-service, customer service centers or personal case workers.

The new approach is intended to decrease paper-based interactions, minimizing the use of complex forms, and eliminate unnecessary one-on-one meetings by moving more customer service cases to online self-service channels. Today, the organization delivers better outcomes, enjoys increased citizen satisfaction levels and uses resources more effectively, providing people with flexible, personalized customer service.

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