This article is part of a comprehensive report published by the International Foundation for Customer Experience in Government, which aims to enhance the global dialogue on Customer Experience (CX) in the public sector. Drawing on innovative practices from around the world, the report establishes benchmarks for governments to improve their CX initiatives.
CASE STUDY: FRANCE’S SERVICES PUBLICS+ PROGRAM
INTRODUCTION
The French government faced the challenge of reforming its long-standing traditional approach to public service delivery, which was often characterized by bureaucracy, inefficiencies in processes, complex administrative procedures, and scope for expanding service accessibility. These obstacles often led to frustration among the public and declining levels of trust in the government’s ability to cater to the needs of its citizens effectively.
According to a report by the French Court of Audit (Cour des Comptes), the need for improved public services was paramount. There was a pertinent focus on targeting the population’s priority expectations of improving processing times (35%), accessing competent and personalized service assistance (32%), streamlined procedures (25%), and simplification of documents and communications (20%).17
DESCRIPTION OF THE INITIATIVE
The French government introduced the Services Publics+ program in January 2021. Around 3.7 million public officials, working across all public agencies to enhance the daily lives of tens of millions of citizens, were involved in the program18. The government decided to unify all previous initiatives into this dedicated program and gave the coordinating role to the Customers Experience Department of the French Directorate for Digital Transformation (DITP).
The program’s five pillars were designed to drive change:
1. Common Commitments
The program outlined nine common commitments to public services, including respectful and courteous treatment, accessible online procedures, personalized support, and timely responses to requests.19
2. Proof of Improvement
The Services Publics+ program emphasized the systematic measurement and display of improvement results. Thousands of French citizens were surveyed annually to gauge their perception of public services, allowing for targeted improvements based on feedback. Several dedicated web pages exist to display the results of these assessments with various indicators.
3. Listening to Users
Dedicated channels were established to enable citizens to provide feedback and voice their concerns, ensuring that user perspectives were considered.
4. Continuous Improvement
Collaboration among users, service agents, and elected officials was encouraged to foster ongoing improvements in service delivery.
5. Service Quality Labeling
Labeling enables most committed public services to promote their efforts of service improvement to users.
SUCCESS FACTORS
Several key success factors contributed to the effectiveness of the program:
- High-Level Political Support: Improving user experience was a government priority, receiving strong backing from political leaders. Regular reports on the program’s progress captured the attention of the Prime Minister’s Office where every 3 months, the current status of the programme is reported to the Prime Minister’s Office, and high-level actors are engaged if needed.
- Integrated and Dedicated Department: The program was led by the Customers Experience Department of the French Directorate for Digital Transformation (DITP), providing a centralized approach to address challenges in a coordinated manner. The French Court of Audit emphasized the importance of having an integrated program led by a dedicated department, rather than relying on scattered ad-hoc initiatives.
- Effective Progress Monitoring: A robust monitoring process supported agencies in their commitments, enabling hesitant entities to actively participate in improving customer experience. The process included gathering feedback from citizens through surveys, as highlighted in the French Court of Audit report, and encouraging citizen testimonies on the “I give my opinion with Public Services+” section on government web pages.
- Building a Community: The DITP facilitated collaboration among different state actors, as recommended by the French Court of Audit. This created a network for sharing best practices and challenges, for a deeper understanding and adoption of new approaches.
MAIN CHALLENGES
While the program achieved significant success, it also encountered some challenges:
- Government Entity Buy-in: Convincing all government entities to embrace the program and implement relevant commitments was a considerable challenge. Each independent organization required dedicated efforts in change management to ensure active participation. The French Court of Audit pointed out that while the program is mandatory, the transformation journey relies on the commitment of individual agencies.
- Upskilling for Improvement: Relying solely on a top-down approach and benchmarking was insufficient to achieving long lasting results. Adequate day-to-day know-how through training and providing support to agencies was essential for generating tangible improvements.
TAKEAWAYS
The program offers valuable takeaways for successful government initiatives:
- Clear Vision and Commitments: A clear national-level vision, political attention, and follow-up on agreed-upon commitments are essential to drive government service improvements.
- Dedicated and Integrated Support: Having a dedicated team and an integrated program of support initiatives significantly enhance the effectiveness of the transformation process.
- Consistency and Visibility: Consistency in commitment and ambition is vital when initiating new programs. Demonstrating the positive impact of changes through customer feedback reinforces motivation and encourages continued progress.
In conclusion, France’s Services Publics+ program showcases the potential for positive change in even traditionally bureaucratic public services through steady commitment, user feedback, and collaborative efforts. By prioritizing user experience, implementing a clear vision, and fostering a culture of continuous improvement, France has made significant strides in enhancing public services for its citizens that many governments can learn from.
In our next article, explore how the Government of Canada’s innovative Policy on Service and Digital is reshaping the future of public services, aligning them with the needs of citizens in an evolving digital world!
References:
17 “L’ambition Du Programme: Services Publics +.” Accueil – Services Publics+, n.d. https://www.plus.transformation.gouv.
fr/ lambition-du-programme.
18 Ibid.
19Découvrez Les nouveaux engagements du service public , n.d. https://www.plus.transformation.gouv.fr/.