1. Customer Journeys
Sarah Jury-Önen, DWP Operational Excellence
Directorate
Supplier Engagement Day
23rd
May 2014
London

2. Department for Work & Pensions
Introduction
• Our ambition is to be recognised as the best and most efficient service delivery
organisation in the public sector. We are committed to delivering good customer
service and ensuring we put the customer at the heart of all we do.
• Our guiding operational principles to focus our direction and make sure we
understand the customer journey.
Service,
Targets,
Once & done,
Real time,
Digital, and
Quality

3. Department for Work & Pensions
The customer journey is a concept, which:
• Identifies the customer touch points across a benefit or product line;
• Enables operational knowledge linked to failure demand;
• Recognises the link to the business process;
• Identifies dependencies on supplier and contracted services
• Focuses us all on improvement activity at local and national level; and
• Is regularly reviewed by all engaged in or enabling the delivery.
What are customer journeys?

4. Department for Work & Pensions
What Do We Do?
Ownership
 Create a sense of ownership of the customer experience
 Moving away from a focus on operational targets to one that supports improvement to the customer
experience
Culture Shift
 Encourage a culture shift away from silo working.
 Used a three stage approach to:
 Exploration, identify a Proof of Concept
 Evaluation, clear benefits identified
 Implementation, embedding in to delivery
Use Customer Journeys
 To support cross DWP focus on operational improvements, including:
– Agreeing priority areas.
– Identifying potential improvement.
– Challenging constructively around customer service improvement.
– Engaging stakeholders and suppliers
– Testing improvements and benefits prior to National implementation.
What next?
Working in partnership to drive further improvements

5. Department for Work & Pensions
What Next?
Supplier stream - Understanding all the services that suppliers deliver that:
 Enable the process
 Touch or directly impact the customer
 Support or are central to end to end delivery
 Support business objectives and efficiency imperatives
Customer stream – Understanding the customer journey through DWP
 Establishing their requirements and expectation
 Providing the necessary information or sign-posting
 Understanding customer value
Customer Journeys - A concept to creating
 Shared responsibility for customer experience
 Open dialogue to resolve issues and concerns
 Regular review to drive opportunities through to improvements

6. Department for Work & Pensions
What Next?
Supplier stream - Understanding all the services that suppliers deliver that:
 Enable the process
 Touch or directly impact the customer
 Support or are central to end to end delivery
 Support business objectives and efficiency imperatives
Customer stream – Understanding the customer journey through DWP
 Establishing their requirements and expectation
 Providing the necessary information or sign-posting
 Understanding customer value
Customer Journeys - A concept to creating
 Shared responsibility for customer experience
 Open dialogue to resolve issues and concerns
 Regular review to drive opportunities through to improvements