Customers are certain and informed
- Processes are clear and show the next steps required.
- Use multiple digital cues to show when something is done/not done (for example ticks, thumbs up etc) for certainty of completion.
- Validate in near real-time providing assurance that customers are entering the correct information the first time, to ensure a correct result.
- Error messaging is clear to enable customers to self-correct.
- If immediate completion is not possible, provide a timeline for confirmation/what happens next.
- Display up to date information for example near real-time, reflect any changes.
- Give enough detail in outcome summaries for the customer to recognise any inaccuracies for example entitlement calculations.
- Align processes to existing cycles for predictability (for example end of financial year, monthly, with a life event etc).
- Provide clear redress options if something goes wrong, allowing customers to complain or disagree and understand the resolution process.
Why it matters
Transparency and certainty provide reassurance and trust in the services customers are engaging with.
Customers want to know they've done the right thing, what's happening with their query, and when they'll hear back. Providing clear information can greatly improve their experience, leading to higher satisfaction, trust, and efficiency.
When customers know they've completed a task correctly, it reassures them, grows digital capability and reduces the need for follow-up. Clear timelines and predictable outcomes reduce anxiety and stress, making customers feel more at ease.
Knowing what to expect and when builds confidence in the service. It shows that the government will deliver on its promises, enhancing trust in public institutions. With a clear process and timeline, customers know when to act and when to expect results.
A consistent look and feel across public services also increase familiarity and trust in digital services.