Delivering Australian Government Services: Access and Distribution Strategy
Distribution and Access Models
Designing innovative multi-agency, multi-channel service delivery requires an assessment of the most appropriate business models. Some models improve the ability of agencies to rationalise and target service delivery according to customer preferences.
The distribution and access models utilise three basic concepts to analyse service delivery options:
- The concept of origination identifies how the service is to be delivered, based on government policy requirements. Ownership of the service typically resides with the agency that has primary responsibility for the policy
- The concept of infrastructure development and packaging identifies the infrastructure requirements and ensures the appropriate packaging of the service for delivery to the customer. Analysis of infrastructure development and packaging ensures that the right assets/support – such as people, technology, business processes, contracts/relationships, funding and intellectual property – are in place to ensure that sufficient capacity is acquired and developed. A framework for assessing capabilities is covered by the Australian Government Service Delivery Capability Model. Packaging of services may require effective partnering and collaboration arrangements to be established
- The concept of delivery identifies where customers access the service via a channel and where the engagement with government occurs. Access may happen through a variety of ‘touch points’ or access channels (See Figure 6.)
Figure 6 is a table that describes the access channels available to the customer and the attributes of each channel.
The On-line channel refers to web sites, portals, virtual communities and email with the collating attributes of; speed, available 24/7, self service, convenience, reach, cost efficiency and record keeping.
The On-site channel refers to Shop fronts, trade shows and face to face appointments with the collating attributes of; security, high touch, habit and identification.
The On-paper channel refers to letters, brochures, books and faxes with the collating attributes of; convenience, record keeping, reach, tradition and to your home.
The On-call channel refers to Call centres, IVR and voice recognition with the collating attributes of; convenience, two way communication, reliability, cost, speed, self service and habit.
The On-air channel refers to radio and TV with the collating attributes of; speed, 24/7 and reach.
The On the go channel refers to mobile phones, personal digital assistants and pod's with the collating attributes of; immediacy and portability.
Figure 7 shows the key attributes of a range of distribution model options. The distribution models range from single agency service delivery direct to the customer, through to networked service delivery. Some of the models operate completely in the domain of government (whether single or multi-agency), while others require a collaborative approach with industry or the Non-Government Organisation (NGO) underpinned by formal business arrangements.
In some of the less traditional models, agencies take on a number of roles. In these models, there is a broader emphasis on the management of relationships rather than on maintaining a focus on specific transactions as single events.
In a networked service delivery environment, the aim is for each agency to consider a range of options for service delivery against both policy objectives and the agency’s service delivery requirements. Agencies need to determine whether a single agency model, networked model or a combination of models best meets their needs and risk considerations.
Contact for information on this page: nsip@finance.gov.au