Digital technology is fundamentally changing the way organisations of all kinds—business and government—interact with those they serve, be they customers or citizens. Today, organisations have the power to communicate in real-time and receive immediate feedback from online interactions. Whilst individuals have access to collaborative workflows via direct and instant access to information and services, government departments gain greater responsiveness to customer needs, improved efficiencies, and additional value add to customers.
For true customer-centricity, data needs to be customer-centric: The organisation must be able to access, analyse, and act upon a range of data sources unique to teach customer. Unfortunately, entrenched practices, departmental silos, personal fiefdoms, and resistance to change pose a challenge to the most worthwhile projects—even those with clearly identifiable and quantifiable benefits. For government agencies, these challenges can be compounded by an absence of
the competitive advantages that can spur commercial organisations to act.
Digital technology enables organisations to become truly customer-centric in a way that was never previously possible. However, developing and implementing the systems to realise the potential of digital technology presents enormous challenges at both the technical and organisational level.
This paper aims to help organisations overcome these challenges by identifying the main barriers and the techniques to remove or circumvent those barriers; in particular, how to make effective use of data in transitioning to a customer-centric organisation where decisions and operations are underpinned by real-time or near-real-time insight.