Creating a service for you and not for ones like you

A few years ago all e-Government projects had lines like:

  • Services for the citizen
  • Services designed to the citizen
  • Citizens are the focus

This was the ambition since Governments started to go digital. The early stage of digitization translated into creating thousands of services to the citizen but nobody asked if the citizen really needed that service or if the service was created like the citizen really needed. Let’s call it stage 1.

Now we are on stage 2. It’s 2016. I no longer want a service that was designed to serve people like me. I want a service with all the convenience of digital but more than ever I want a service that was designed for me, Hugo.

Well, my needs depend on who I am in a specific moment. I take it personally. I want something designed for me. For my needs in a specific moment in time. Digital makes it possible. Digital leadership makes it real.

Governments should create services “personal” by design. Something created for me and something created for you. Digital [transformation] makes it possible.

But what do we continue to observe? Well, let’s make a few questions to see where your organization is:

  1. Do you ask people if they need the service before creating it?
  2. Are they part of the building process or they only observe it after the go live?
  3. Do you collect feedback on a regular basis after the service is live?
  4. What do you do with the collected feedback? Is there a process for continuous improvement using the received feedback?
  5. Do you have the courage to shutdown a service and start all over again if people don’t like it?

If you answered YES five times you are a probably a digital leader.

If this was considered a maturity model, where is your public or private organization?

Governments nowadays have technology like never before and, most of all, at a really low price. PERSONALization is not a dream.

Remember Barack Obama’s first campaign? He used digital back in 2008 to create the illusion that he was talking to you using Twitter, SecondLife, Facebook, etc. Almost ten years ago.

“Power is a lot like real estate, it’s all about location, location, location. The closer you are to the source, the higher your property value.” — House of Cards

Connect your organization services directly with that person. Not with the “customer”. The closer you are, the higher your value.