Chapter 12 Service Delivery of Public Administration and Management .pptx

Yamaguhi University b

1. Chapter Content Introduction Service in government Traditional service delivery Service transformation Public service dominant logic Service principles Private service or public service Service Issues Conclusion 1

2. Introduction The service delivery by government as a part of mandate obligation since citizen pays taxes. Citizens are involved in many transections with government as individuals, members of society and as a taxpayers (Alford, 2002). That’s why service standard need to be ideal. Providing service in any kind of governmental context is different in kind from providing service in the private sector (Alford and O’Flynn , 2012). 2

3. Service in Governemnt Public service usually means all government products. A service mentality involve acting in a way that is helpful to the activity in question and the client involved. ‘A public service’ implies a transection or delivery of a product. Public service generates a lots of transection and singular output. In marketing, ‘a consumer is not only interested in what he receives as an outcome of the production process, but in the process itself’. Alford and O’Flynn , 2012 argues that, this point is also applied i n the public sector; service delivery is what is provided, how well the service is applied is its functional quality. 3

4. Traditional Service Delivery Prior to 19th Centuary Public sector did not typically deliver service to all rather by private sector to carry out government functions through some kind of contarct ( Alford and O’Flynn, 2012) In the late 19th centuary the begining of welfare state like Germany start to deliver service. In the 20th centuary actual service from government for the citizen become started. Weberian bureaucracy introduced the concept of ‘the office’ where officials go to work and records are kept. In office members of governemnt interected with an agency. A public servent, havig substantial authority as representative of the majesty of the state with the power of police and army behind every action. Public servent worked behind the desk with limited public access. This traditional office features with very short opening hours, need to wait untill it suited the service provided to attend to their issue. 4

5. Service Transformation Private sector directed more effort into improving service to gain or retain competitive advantage (Porter, 1985). Improving service means listening to customers or clients all else. As for example, customer service by telecom company. Not only welcome but also polished and executive behavior. Improving service is an explicit part of the public sector reforms usually termed as New Public Management (NPM). 5

6. Service Transformation Service New South Wales and Service Canada (common idea) 1. IT capability and service can and should interact with each other 2. Expertise is held within the computer system rather than in the heads of staffs. 3. Service can be delivered from a range of unlike government agencies. 4. Client needs and wants should be paramount rather than agency convenience. 6

7. Service Transformation One stop shop for a range of government service Singapore Canada Tasmania New Brunswick and Australia ( myGov and Centrelink) 7

8. Service Transformation New South Wales: Service has been greatly improved by delivery agency with customer satisfaction rating 98%. More than 800 services Driver license Vehicle registrations Seniors card applications Owner builder permits Housing Payments Birth certificates Marriage certificates and more. 8

9. Service Transformation New South Wales: Geographically large area 30 regional centres to provide services 24-hours-per-day and 7-days-per-week phone and online service delivery 9 out of 10 residents and business deals with government each year along with 40 million more transactions. 9

10. Service Transformation Service Canada: Provide service separately through several department Each department adopt own service delivery mechanism Correlating information about location, status, dependents and other demand Identify individual current situation and anticipate future needs Customer resource management through data warehouse and data mining Limitation: danger of privacy and security. 10

11. Public Service Dominant Logic Osborne et al. (2013) argues that a new approach should be adopted termed ‘Public Service Dominant Logic’ as service management literature in the private sector. According to the classic definition, public service should focus on delivery of service, rather than goods. The principle and theories of public service management and marketing should be used instead of theories and principles of manufacturing of goods (Osborne, 2010). 11

12. Services and Goods… For service, user is also a co-producer of the service ( Osborne et al., 2013,p.139). Definition of goods and services -If you buy something and can drop it on your foot is a good -if you buy something and can’t drop it on your foot is a service Example: If you buy a CD, you buy a good. If you buy the same music as a download you buy a Service. 12

13. In earlier marketing theory, service was supposed to have 4 properties different to goods ( Gronroos , 1978,1984) 1. Intangibility a service can not be touched 2. Inseparability Production takes place at the same time as consumption 3. Variability Service may be variable as they are delivered by people 4. Perishability Service can not be stored Services and Goods… 13

14. Services and Goods Kotler Argues that goods and service are largely interchangeable from the perspective of benefit. -If I buy a car, I have purchased a good -If I rent a car I have purchased a service. The end use, the value I have received, what I am using the car for? The answer might be travel or journey. 14

15. Co-production In private sector, consumption of services involve co-production (since, user is also a co-producer of the service argued by Osborne ). Service are also co-produced by the service staff in the private sector. Example: -If I tern on a light switch I have engaged with a service provider but how is the transection to be seen as a kind of co-production? The Electricity is there. If I use it I need to pay otherwise not to pay (gas use). -Fire services and policing are co produced (Alford, 2009) The water from a fire house is tangible, and the protection of property involves protection of tangible asset- a good. Alford argues, most services entail co-production, but not all of them. And most co-production is of services, but not all (2016). 15

16. Service Principles... Key elements for good customer service includes Responsiveness and speed of service Information simplicity Respect and empathy Accessibility and Perceived fairness This feature reduce cost of service. Clients or Customer above all want to have realistic commitments made to them; when these are then fulfilled; and they wish to be treated with respect. 16

17. Source: OECD Service Principles... 17

18. Service Principles… There are several key service principle that are more or less agreed 18

19. Service Principles… 1. Access - The agency providing the service needs to be contactable and through several channel Example: Service New south Wales: Connections of most common government service through a variety of service channels such as, website, mobile app, digital kiosk, 24/7 phone service and digital service center with extended opening hours. Online and phone service is accessed all hour, all day. Face to face transection are also easy with a number of offices throughout the state. California (face to face transection): Hospitable waiting and interview room that are welcoming and attractive Easy to navigate by customer Accommodation for children (California, 2013) 19

20. Service Principles… 2. Timetable- Client time is valuable and needs to be taken into account in the service encounter. Waiting beyond a reasonable time does means additional costs accelerate annoyance as well as threat reputation. Example: In France, Italy, Spain- up to two hours lunch break at public office Government service like car license, driver’s license no longer require attendance in person. Service NSW customer can check waiting time before going to an office via mobile apps. In Japan, A reservation time/time slot is maintained in opening Bank Account/Medical Check up. 20

21. Service Principles… 3. Certainty- Once the transection is commenced, the staff can deal with it without being bounced around to another person or agency. Staff on the ground has the capability to make decisions and to do so in accordance to established precedent, available through the computer system. Example: In California: Provide fast, accurate, consistent, timely and fair service. Always provide the same answer or result regardless of the person or office providing the service. Making realistic commitment and fulfilling them. Asking customers to provide personal and case information only once. Well trained staff that are up to date on rules and regulations 21

22. Service Principles… 4. Manner- Frontline staff are trained to be professional but friendly and approachable. Good service manner may not noticeable, but its absence is most certainly seen. Example: In California Staffs that interact calmly with courtesy, professionalism, empathy and respect. Staff with a positive outlook who work to make customer eligible, to offer some kind of support when they are ineligible Staff always listen and communicate clearly. 22

23. Service Principles 5. Feedback- Clients have the opportunity to provide feedback and for it to be acted on. In California: Includes staff in planning for change Securing feedback from customers on how they were served. Constantly troubleshooting protocols and improving process. 23

24. Private service or Public Service 24

25. Private service or Public Service 25 The contracting out of delivery is a matter of controversy The argument on the one hand, any separable service should be returned to the private sector for final delivery On the other hand, all service delivery should be by government officials and agencies. In this context Alford and O’Flynn , 2012 states that, In some circumstance, contracting by business or not-for-profit can be effective In other service, delivery should be by public servants.

26. Service Problems: An Example from Australia Centrelink was set up in 1997 To provide payment services to clients across a range of federal government activities Service mostly welfare related payment such as the age pension, disability support pension, parenting payment, youth allowance, employment assistance, child care benefit and so on. Centrelink functional quality has become a matter of question Inability to answer the phone or other channel Unemployment beneficiary must contact the agency at specific time, or otherwise they may not receive a payment. 26

27. Service Problems: An Example from Australia Communication with the agency become more difficult as the various channels were overloaded. Client waiting long to have their phone call answered, failing to speak to officials face to face, website outages and confusing letters ( Canaberra Times, 30 April, 2014) has made the Centrelink a very stressful place for staffs and clients. 27

28. Service Issues (a) Private services and public services (b) An asymmetry of power (c) Accountability for service performance (d) Resourcing (d) Service delivery channels 28

29. Service Issues Private services and public services Private service include an element of choice- the recipient can choose to take the service or not. For Instance, Centrelink decision are forceful -fill out the form properly or you will not be paid your benefit? -contact the agency when required or you will not be paid? Comments: Private sector has freedom to arbitrary whether government has the obligation to provide service to all. 29

30. Service Issues (b) An asymmetry of power Clients are co-producer in an environment where there is a subnational asymmetry of power is unrealistic and rather patronizing to client. Only Co-producer in Centrelink is to fill out forms by client For unemployment benefit there is an additional requirement for ongoing reporting Client must report back if they have earned or applying for certain number of jobs in the time period. 30

31. Service Issues (c) Accountability for service performance In private sector if service are poor customer usually exit or switch to another service provider In the public sector, limited or no alternative provider. Clients express their dissatisfaction by complaints and demands through direct communication Private sector focus on delivery of private value to individuals (ex. welfare recipient at Centrelink) rather than public value to the collective citizenry (Alford, 2016). 31

32. Service Issues (d) Resourcing Good service require extra staff or other resource to keep client satisfied. A small no of staff dealing large no of transection results in waiting time and customer dissatisfaction The California Survey refers to: Having sufficient no of staff to handle the workload (California,2013). 32

33. Service Issues (d) Service delivery channels Private sector service provider can ignore issues of equality but govt. can’t. Govt. agencies must provide service to all client regardless their -social segment -level of skill dealing with system -channel they wish to uses. 33

34. Case Study: E-Mutation in Bangladesh E-mutation was  launched in 7 sub- districts of Bangladesh in February 2017. E xtended to a further 47 sub- districts in July 2017 , and is now implemented all over Bangladesh.  With the help of A2i (Access to Information) Project (service at door step) and technical support from Business Automation. 34

35. E-Mutation in BD: Problem Statements E mutation case supposed to finish at Land office within 28 days as by rules and circular A lots of pending case throughout the 64 district and 495 Upazila File missing, no sequence, no monitoring system Third party beneficiary Greater TVC (Travel, Cost and Visit) for service seeker. To some extend average disposal days exceed 100 days even. Multiple physical presence was mandatory. Repetitive work from both end (people and office staff) Payment in Cash (harassment and bribery) 35

36. E-Mutation in BD: Ministry Initiative Develop a System (E-Mutation Platform) with the help of Private firm Business Automation and finance from A2i Project. Piloting project with engaging officials, staffs and stakeholders Digitization of documents and records, provide technical support by agency, training to officer and staffs. Innovation of new idea in trial and error basis and incorporate by user feedback. Establish a strong monitoring system Public Access via multiple channel such as Websites, Apps, Call center, Hotline (16122) by post mail ( Khatiyan and map delivery). 36

37. Smart Land Service 37

38. E Mutation: Monitoring 38

39. E Mutation Status 39 December/2022

40. Case Disposal in a Month December/2022 40

41. 28 days + Mutation case 41 Dec/2022 May/2023

42. Mutation case disposal: trend of reducing time 42

43. E-Mutation July/2022 to April/2023 at Narayanganj District 43

44. Mutation case disposal at Narayanganj District 44 Upazila No of Day All case disposal within 20 days (Provision to dispose within 28 days)

45. Outcome of E-Mutation Case Disposal within time frame (28 days) even more less time. Reduce TVC of service seeker, reduce no of physical presence (Single presence in final hearing) even online hearing is possible. Strong maintenance of Record and database Cashless office (No cash transaction), Online payment via Digital Payment gateway system Land Development tax increase 3 times more Private Agency Developed Access to Information in Land Ministry via Website, Call centre , Hotline. Increase Transparency and Accountability 45

46. UN Public Service Award-2020 In recognition of all other land service digitization activities including e- namjari , Bangladesh won the United Nations Public Service Award 2020 for the first time in the category of ‘Developing transparent and accountable public institutions’ 46

47. Conclusion Service delivery by govt. agencies is very much on the agenda of many organizations. Service delivery in government needs to be much better than private one. Some public service transections are much more important than most of those in the private sector where there is always an element of choice. Service mentality is more important in the provision of government service Poor service have corrosive impact on the reputation side by side it leads to alienation from the society itself. Service improvement does pose challenges for public manager but these need to be pursued in order to maintain public support. 47

48. Discussion 48

49. Thank You 49