Introduction

We know what drives customer satisfaction and dissatisfaction with Government services in general. 

In general customers want services to be accessible; to be provided in a timely way, fairly and efficiently, in comfortable locations and by professional staff; and they want to be fully informed about the service.

However there is no general customer – all customers are different. 

This is particularly so in NSW, which has the most diverse population in Australia, where:

• Just over half (50.4%) of the population is female, and just under half (49.6%) is male.
• One-in-three (33.2%) of NSW’s people are under 25 years of age, whilst nearly one-in-seven (13.5%) are aged over 64.
• 2.2% are indigenous.
• One-quarter (25.5%) were born overseas.
• One-third (34.5%) moved to a new address within the previous five years.
• One-quarter (27.4%) live outside Sydney, Newcastle and Wollongong.

It is important that government services are customised to meet the needs of these different types of customers.

Customising services involves modifying how services are provided so they better meet the needs of individual customers. 

Customising services is good for customers.  But it also contributes to greater employee satisfaction; reductions in service costs, delays, waste, rework and congestion; and better economic, social and environmental outcomes for the community.

The following section provides practical suggestions in how to customise services – by making sure services are: 

• Tailored – where services are provided in ways that involve customers from all backgrounds (irrespective of their socio-economic status, where they live etc).
• Equitable – where services are provided in ways that treat customers fairly (irrespective of their gender, age, cultural identity, level of disability etc).
• Personalised – where services give customers a choice in how the service is developed, provided and evaluated.