7: Franchise Marketplace
Use a “Franchise Marketplace”. Other Information:
The Transformational Business Model underpins the requirement of Transformational Government programs to build services around
citizen and business needs rather than government’s organizational structure. This includes having a whole-of-government view
of the customer; as well as providing those customers with services that are accessible when and where they are most needed
and ideally offered over multiple channels. This can be achieved using a “Franchise Marketplace” There is a seeming paradox
- given the huge range of government service delivery - between keeping “global” oversight of all aspects of a customer’s
needs at the same time as delivering well-targeted services in an agile way. Too many government departments and agencies
have overlapping but partial information about their citizens and business customers, but nobody takes a lead responsibility
for owning and managing that information across government, let alone using it to design better services. One way of addressing
this problem has been to restructure government: to put responsibility for customer insight and service delivery into a single,
central organization which then acts as the “retail arm” for government as a whole to interact with all its customers. Under
this model, one organization becomes responsible for the service delivery function across all channels - face-to-face, contact
center, web - with relevant staff and budgets being transferred from other agencies. This is one way of implementing the Transformational
Business Model as required but with one obvious difficulty: making structural changes to government can be extremely hard.
The sheer scale of the “government business” means that any changes need to be implemented carefully over a long period of
time and take account of the inherent risks in organizational restructuring. The resulting large-scale delivery organization
needs extremely careful management if it is to maintain the agility that smaller-scale, more focused delivery organizations
can achieve. An alternative approach is called the “Franchise Marketplace”: a model that permits the joining-up of services
from all parts of government and external stakeholders in a way that makes sense to citizens and businesses, yet without attempting
to restructure the participating parts of government. The Franchise Marketplace is a specific example of a Transformational
Business Model and is considered as the most effective and lowest risk way of delivering the element of the Guiding Principles
which requires Transformation Programs to “Build services around customer needs, not organizational structure”. More detail
on the Franchise Marketplace model is set out in the [TGF-Primer]
Indicator(s):
|
