They may gloss over major problems or exaggerate issues, hence observation of behaviour helps service providers find out how complicated humans interface with a service. In an interview, people may say things that do not accurately reflect their actual experience.
If the owner decides robots will improve efficiency, but by interviewing employees discovers the system cannot handle the scaling, then the owner either needs to think of a different solution or consider upgrading the backend.įinally, it is important to simply observe the process, said Mr Lim. The next part is less obvious, but absolutely essential: interview employees. Returning to the cinema analogy, Mr Lim described how a local cinema might first interview a lot of its patrons to understand their likes and dislikes as they go about the ticketing process. How does an agency work? What is easy for citizens to accomplish? What is hard? The first step of a service journey model involves painting an accurate picture of the current state of affairs. “In a nutshell, we want to have a better version of the journey mapping tool that allows us to talk about what is the user experience? What are the actions ?” said Lim. Ideally, every interaction between citizens and the government should be just as hassle-free, and the Government Technology Agency of Singapore (GovTech) hopes to realise that ideal by formulating its own service journey model.īut how does a government agency begin to piece together such a model? This was the key question that Mr Lim Eyung, director at GovTech, sought to answer at the ‘Service Blueprinting and OpsTech’ presentation during the Public Service Transformation Conference held at Our Tampines Hub on 18 July 2019. If everything proceeded without a hitch, then the cinema has done a pretty good job in mapping out its service journey with its customers.
From the moment you decide on which show to watch to the time you purchase your popcorn and are comfortably seated in the theatre, you would have interacted at least five times with the service provider.
Going to the movies may seem like a straightforward activity, but it actually involves multiple transactions between a moviegoer and the cinema. Mr Lim Eyung, director at GovTech, shared his insights on service blueprinting at the Public Service Transformation Conference 2019. A service blueprint is a systematic methodology to improve the way services are built and delivered.
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