LAHORE: Due to intense competition, private sector companies increasingly rely on attracting customers by displaying their products and using customer feedback to improve quality and services. They achieve this through social media platforms and dedicated webpages.
In contrast, public sector companies, often operating as monopolies like power and gas distribution companies, do not face the same competitive pressures. While they maintain webpages for lodging complaints, these platforms lack the transparency and interactive engagement seen on private companies’ social media pages. Public sector organisations typically adopt a bureaucratic, non-customer-centric approach.
A customer-centric approach is a business philosophy that places the customer at the core of an organisation’s strategy, operations, and culture. It emphasises understanding and addressing customers’ needs, expectations, and preferences to deliver exceptional experiences and build long-term relationships.
Private sector companies conduct surveys and actively gather direct feedback through their social media platforms to better understand and cater to customer needs.
Public sector organisations, particularly in essential services like utilities, healthcare and transportation, often function as monopolies. This lack of competition can lead to inefficiencies and minimal motivation to adopt citizen-focused practices. Unlike private firms, these organisations are not driven by competitive pressures to improve services or innovate, reducing the incentive to prioritize citizens’ needs.
Rigid structures and an adherence to rules and procedures, rather than flexibility and responsiveness, further hinder public sector organisations. Budgetary limitations make it challenging to invest in customer service training, technology upgrades or infrastructure improvements.
Accountability in the public sector is often political rather than operational, shifting focus away from meeting citizens’ day-to-day needs. A one-size-fits-all approach in service delivery disregards the diverse needs of citizens. Resistance to change, stemming from job security, lack of incentives or fear of disrupting established practices, is a significant barrier to adopting citizen-centric approaches.
Adopting a citizen-centric approach offers several advantages: Improved service quality: tailoring services to citizens’ needs enhances satisfaction and trust in government institutions.
Operational efficiency: streamlined processes based on user feedback reduce waste and increase efficiency. Enhanced confidence: responsive and empathetic service delivery fosters public trust in institutions.
Economic boost: efficient public services support businesses and communities, driving economic growth.
Public sector organisations can become more citizen-focused by:Gathering input: regularly collecting feedback from citizens to understand their expectations and areas for improvement.
Leveraging technology: using digital tools to simplify access to services, reduce wait times and improve transparency.Employee training: equipping staff with customer service and communication skills to handle citizen interactions effectively.
Implementing KPIs: introducing performance indicators tied to citizen satisfaction and holding officials accountable for meeting these targets. Collaborating with private entities: partnering with private organisations or NGOs to bring innovation and citizen-centric practices to public services.
Efforts to adopt citizen-centric approaches vary across countries and sectors in South and Southeast Asia. However, notable progress has been made in Singapore: the Housing and Development Board (HDB) engages residents in planning public housing projects to meet community needs; Malaysia: the Digital Economy Corporation (MDEC) drives digital transformation, delivering efficient and accessible digital services; India: Passport Seva Kendras (PSKs) have revolutionised passport issuance, enhancing efficiency and customer satisfaction; and Thailand: government e-services platforms provide citizens with easy access to public services, reflecting a shift towards citizen-centric governance. By embracing such measures, public sector organisations can transform their operations, making them more responsive, inclusive and efficient for the citizens they serve.
