Web 2.0. Showcasing Social Media for Government

Transcription

1 Web 2.0 Showcasing Social Media for Government

2 Moving From Citizen Centric to Citizen Driven Services Challenges for the Australian Government Presented by Jane King Deputy Commissioner Customer Service & Solutions Australian Taxation Office 9 August 2011

3 Challenges for the Australian Government Australia faces a complex mix of long-term challenges: An ageing and growing population Escalating pressures on the health system An environment vulnerable to climate change These challenges will place substantial pressure on Australia s economy, living standards and government finances over the next 40 years.

4 Finding efficiency All Australian Government agencies must adopt approaches that realise efficiency and effectiveness gains for their organisations. In doing so we must also improve responsiveness of the public sector to the needs of government and the community. APS agencies must return a percentage of their annual operating costs in the form of productivity benefits to the Australian Government Pay rises for all APS agencies are internally funded The impacts of Australia s population growth (approx 2% pa) on increased costs to deliver service are absorbed by agencies ie the government does not provide additional funding to cover these costs. For most government organisation in Australia, this represents a need to improve productivity by around 7% each year. What does this mean for the ATO?...

5 Integrated service delivery is the next phase of modernisation for the tax and super system and citizens interacting with our systems. - Michael D'Ascenzo, Commissioner There is a strong desire from Government to see a unified approach to service delivery - David Butler, 2nd Commissioner EST&O Current service delivery mechanisms are unsustainable and greater use of technology, improved coordination & management of information across agencies, plus better design & integration of processes is required to enhance the service experience. - Treasury Red Book, 2010

6 Key themes from Henry, Cooper & Moran Reviews Greater consultation and collaboration to drive citizen -centric service delivery An online, integrated customer account to be the foundation of Government service delivery Consolidation of back office operations Tell us once" approach to information - reuse enabled by pre-filling Specific service offerings that address the needs of particular community groups ATO is currently participating in Auskey, integrated Shopfronts with Centrelink, National Emergency Call Centre (NECC) & National Security Hotline as part of the Whole of Government approach

7 Channel migration -the opportunity for ATO... Source: AGIMO publication, Interacting with Government: Australians use and satisfaction with e-government services, December 2008 Source: Data derived from numerous sources including Australian & New Zealand Annual Contact Centre Benchmark Study (2004), Gartner, Deloittes, Customer Contact World International Benchmark Study (2004) and CCD Consulting research. A major shift in channel usage and average interaction cost is achievable. This opportunity could realise (conservatively) a 25% saving in existing service delivery costs.

8 What does social media mean for the ATO Increased need to engage with customers in public forums, including Twitter and Facebook Having a clear information and engagement strategy for all channels will be critical Technology and Workforce plan for multi-channel requirements will be important Scripting / consistency of information across channels will be necessary Staff need to be skilled to work in a multi-channel environment Written skills will become more critical Complaints management in social media area will become critical.

9 Tax Practitioner webcasts Five online tax practitioner webcasts produced each year The webcast is a question and answer style format, fronted by a Senior Commissioner or subject matter expert Increasingly popular with agents with the average number of hits per webcast over the last 12 months reaching 20, ,000 hits for the June 2011 webcast and 2,500 copies of the DVD ordered. ATO webcasts

10 ATO webinars Small and Medium Enterprises Online tax forum An online seminar, conducted live over the internet to invited attendees, restricted view for forum members only Recorded and published on the forum website allowing members unable to attend the live transmission to view at a time convenient for them. Key advantages: convenient two-way sharing of information, consultation and co-design live and interactive audience gets to talk with ATO experts in real time and can see the presenter s screens eg PowerPoint presentation, while listening to the presenter/s. can run live online polls and surveys audience can ask questions in either a written or audio format, and receive answers live On average about 62 businesses registered for each SME webinar over the past 4 months We are planning to increase the webinar offer in the near futureto bigger audiences.

11 A new frontier in communication A number of videos promoting tax tips by financial commentators Paul Clitheroe and Scott Pape were launched on YouTube on 1 July, signalling a successful start to the ATO s YouTube channel pilot.

12 Tax tip 2011: Etax

13 Tweet As Launched on 1 March ,571 followers Twitter has been used to promote messages about a range of topics such as job vacancies, seminars, lodgment reminders and legislation changes. Importantly, Twitter also provides another avenue for taxpayers to raise concerns or queries with the ATO, or, in some cases, provide compliments. I love your call centre staff. I ring, they give me the info I need without any delays and I am on my way. Twitter is amazing got an excellent response from ATO via twitter... No hanging on the phone & got right info! A big thank you to ATO s Twitter Account & Matthew from Parramatta for sorting out my issue from this morning, appreciated! :-)

14 growthwise yet another week passed & no response 216 days & client still waiting for refund #fail

15 Learnings Need for strategy from Day 1 to recognise that citizens will engage through Twitter and Facebook on topics of their choice: not just where you wish to engage Need for clearly thought through strategy and process for responses to citizen comments Need to have processes and technology approach to support the new channels.

16 ATO s next steps Integrated Service Delivery Seamless services Delivery principles and design All forms available online at ato.gov.au Web Chat / Co-browsing Integrated work distribution (Integrated Routing) Voice authentication 133 Tax MNS platform Integrated Customer Front Door (ICFD) Social media platforms.

17 A new integrated environment INBOUND VOICE OUTBOUND VOICE ESC Customer Interaction Management Campaign Management Production Control Single Automated Routing Engine Routed via: SKILL PRIORITY WORKLOAD SERVICE TYPE CLIENT RISK SERVICE LEVEL AGREEMENTS Workflow management Real-time reporting Resource scheduling Forecasting and planning Overflow Inbound Blended Outbound Complex

18 ANY TAXPAYER Client experience view in 2015 Tax Office staff will be able to co-browse across clients web connection to provide support and assistance. Clients able to lodge, transact, pay and obtain information. Other agencies will transmit and share information online Eg APRA Centrelink etc Requires authentication I can access the ATO anytime, anywhere, any device USERS Individuals Tax practitioners Online Authentication Management and access control (AMAC) user chooses role type and authenticates to POI Secure ATO services The information I access is based on what I am registered for Information I have a single point of entry to the ATO where I can access information and interact in a secure environment Create customised view and interact, transact or search for information Anonymous searching by client Provision of information by Tax Officer If I ever have trouble or a question I can access support easily Web: ato.gov.au Secure web ato.gov.au All my services can be done within a secure environment and when my enquiry needs ATO action it is dealt within a timely manner Businesses ROLE BASED ACCESS TO SECURE AREA: Using and authenticated credential, users will have access to services, information and transactions relevant to me. As an intermediary I am able to view information that is appropriate to their role with us, e.g. Tax Agents. Also enables access to SBR via third party accounting software I can personalise my account and information is automatically provided as my obligations change accessible via australia.gov.au if authentication credential is the same I can manage my registration and my obligations with the ATO Interaction Seeking advice Objecting Obtaining & receiving secure information and correspondence View my details Transaction Update Registration details Send and receive secure messages Make payments and receive payment notification Complete pre populated forms securely online Online assistance across secure and non secure web spaces Individual Business Tax Practitioner BAS Agents will have access to multiple client accounts Corporate group tax manager has access to accounts of companies in group (subject to access control) Web Services For example: Account /transaction Progress Asset registers Account management Others for non secure view MY SOFTWARE PACKAGE SBR Enabled Requires authentication

19 What are our international counterparts doing? Channel Department Other Canada Revenue Agency RSS Subscribing to lists Stay informed. Stay connected New Zealand Revenue smartphone applications (IRS2go), Internal Revenue Service (US) Various languages Audio/podcasts available on their website or itunes The United States Social Security Webinars Cross agency: In the United States, the White House, Healthcare Security Services, Department of Agriculture, Department of Education, and the Department of the Interior joined forces for the Let s Move campaign to raise a healthier generation of kids via website and blog.

20 Genesys social engagement video (4.34) A recent example of social media being used well at the federal level

21 ABS engaging with the community

22 ABS engaging with the community

23 ABS engaging with the community

24 Leadership

25 Questions?