Łukasz Szymański, E-marketing specialist| III Congress of Innovative Marketing in Local Governments| 22.11.2013
A man comes to the office…
the management of a office worker-customer relationship Photos and graphics taken from flickr.com
Office in PL - standard connotations
Sorry to disturb you‌
The latest "trend"
Focussing on the citizen
Recognizing by the public administration needs of the citizen and carrying out all activities in such a way to
meet these needs.
We care about improving our image
Target group
Investors
Tourists
New residents
What about current residents?
New customer – a better offer
Examination of customer satisfaction
Surveys in offices Questions
How often do you deal with your errands at the Office?
The issue you were dealing with concerned?
What difficulties have you encountered?
How would you rate the courtesy and personal culture of employees?
Do you think that office’s work has improved lately?
Were waiting time and handling of the case satisfactory?
In which organizational unit was your case handled?
Examination of customer satisfaction
Surveys in the Offices
What if I have specific comments or ideas for improvement?
Consumers in PL
59% of Poles are willing to pay more for positive experience
Positive brand experience is influenced by
• 71% friendly customer service experience • 50% personalized experience • 25% easy access to information
Everbe, study of Polish consumers' experiences, December 2012
Consumers in PL
94% warn friends against poor and bad products or services
56% left a bad review on the Internet
81% in 2012, left a bad review up to 5 times Others more than 5 times Everbe, study of Polish consumers experiences, December 2012
Daily problems
And other "happy" situations
Letter – a request for permission to …
Up to 30 days for the official reply
Possible answers
Consent
No consent
Request for supplementary documents
Or maybe another? Any ideas?
Challenges in the office
Official language
It is your fault
Don’t you understand what the document says?
Can’t you fill in the form?
Don’t you know why you have to do something?
Challenges in the office
Official language
Being called in for a hearing as a witness of a fiscal offense ...
Failure to do so within the indicated period will result in criminal proceedings...
Examination of the satisfaction of the applicant
Surveys in the Offices
What form of communication with the Office do you choose most often?
telephone
via e-mail
via traditional post
contact with an employee outside of the office
personal
Question and Answer
Replying to an email message
2 weeks
Letter - request for permission to‌
You can send documents by mail
But better come in person‌
Office open to the applicant
Welcome! You will be able to handle everything quickly and efficiently
It is best to take a vacation, because we „love you� only
from 8 a.m. to 3 p.m.
Office open to the applicant
Welcome! You will be able to handle everything quickly and efficiently
I took a day off, but getting there, looking for a parking space, queues and running between offices...
Sometimes 1 day is not enough
Your brand is not what you think of it, what you say about it, or what you want others to think about it
Brand is what the consumer thinks, speaks and knows
I want to like offices
Since childhood I have the joy of life in me - the individual "adventures" destroy it‌
Portal of the office
The most common business website of the certain office is just a business card. You will find the office address and basic phone numbers. Content of the site
News (Announcements, etc.)
BIP
Office Information
Address database of the Institution
Documents to download about 20 includes instructions for filling in the previous ones
Portal of the office
A personalized information portals, dedicated to John Doe's needs
Content of the site
I am interested in news
Documents to meet my needs
Possibility of dealing with errands online
Information about the status of my affairs
Direct contact with specific employees
Intranet, Electronic Document Circulation
Newsletter
Information that concerns me
Being active in communities
How do companies do it?
„…Our experts respond to customer questions and needs wherever they appear: online forums, blogs, Facebook and other social platforms. Customer support tools are the most developed on our Facebook profile. Internet users will find there an "advisor" who will offer the right solution in a minute. They also have the opportunity to use the contact form to report their problem or use the application itself to check, for example, the status of payments or current projects. We have also provided videochat for them to talk to our expert…”
Replying to the Internet user
„… and how can I know what they need?”
Being active in communities
How do companies do it?
Several facts
Often referred to as a problem * is the need to stand in line
With each client we arrange a meeting on a specific hour. They also know the name of
the person they will meet.
Virtual advisor
Most questions have standardized answers
Customer service
Some prefer the Customer Service Office which they can visit, others contact by phone. For some online customer service is sufficient or even a chat with the consultant.
In order not to be accused of bias (or worse) we
everyone an equal opportunity
should give
Interactive Agency & Internet Software House
E-tools tailored to your needs
Ideo Sp. z o.o. Headquarters Ul. Nad Przyrwą 13 35-234 Rzeszów
Branch in Warsaw Al. Niepodległości 124/2 02-577 Warsaw
www.ideoagency.com zapytanie@ideo.pl