Three success factors: How My Documents centres became world leaders

Three success factors: How My Documents centres became world leaders
Moscow-based My Documents centres have the shortest queues, convenient working hours and expanding services. How did Moscow manage to change the concept of government services?

At present, there are a total 127 government service centres in Moscow. They have replaced 1,200 reception offices scattered around the city. Five years ago, people needed to go to various agencies for documents, whereas now they can get all the necessary services at one place.

No one expected us to create a simple and easy-to-understand algorithm of providing government services instead of rudeness and queues in such short time. This system has gained international recognition,” said Yelena Gromova, Director of the Integrated Government Service Centres. About 97 percent of visitors are satisfied with the centres’ work.

The centres have convenient working hours, from 8 am to 8 pm every day, and the world’s shortest queues. The average waiting time is about three minutes. My Documents have a unified service standard, a common set of services and their own training centre, the first in the country. In each centre visitors can have coffee or a snack; read a book on a sofa; play with a child and watch cartoons; read current city, country or world news; print documents; and get passport photos taken. Only My Documents centres have seven ways to provide feedback, which is more than anywhere in the world.

The centres have been constantly expanding their services. Last May, universal specialists were the first in the country to register births and deaths and establish paternity. Also, since May 2015, each centre has had consultants – administrators in the halls who assist visitors. Since 1 July of this year, visitors have been able to receive certificates at any of the Moscow-based centres. The service turned out to be popular: My Documents have already issued 50,000 birth certificates. Muzeon Park’s virtual service booth can also provide consultancy and other popular services.

A new type of public officials

Customer-oriented specialists at government service centres are one of success factors. The team is made up of over 6,000 employees who were trained to use a special code of rules, a Moscow service standard. The code was created at the initiative of Moscow residents and specialists themselves. Only those who love to and can work with people are employed at My Documents centres. Employees take advantage of the career development and project management system.

Understanding visitors is key

Another important feature is the system of work. To focus on customer needs, offices prepare questionnaires and conduct surveys. They also communicate with Muscovites through social networks. Over 5,000 residents shared their problems, offered a solution and voted for the best ideas regarding the centres’ work during five weeks of the My Government Services Office crowdsourcing project. As a result, every office offers Wi-Fi, bicycle parking facilities at the entrance, an opportunity to book an appointment in advance, SMS-messages to notify customers when their documents are ready, information about how busy the centres are during certain days and times, and other services.

Despite the fact that we have expanded the amount of services provided by our centres, we managed to reduce the amount of complaints by 80 percent. Therefore, we transformed the negative feelings of our visitors into constructive proposals. We hear our customers and do what they ask,” Yelena Gromova said.

No-queue services

Moscow government service centres have the shortest queueing time in the world, only three minutes. This was mainly achieved by having one specialist provide services for various agencies. Also, extra reception windows open when the workload is at its peak.

Booking an appointment in advance also helped eliminate queues, for example booking an appointment to apply for a biometric international passport. Users can also choose the time of their visit to receive services of the Federal Service for State Registration, Cadastre and Cartography and the Pension Fund.

To receive services, visitors only need to submit their passport, as the interaction is electronic. Specialists request other documents themselves. “Specialists from our centres control the timelines for preparing documents, so that they are ready in time,” Yelena Gromova said.

Data security

Government service centres guarantee the security and safety of visitors’ data. Software is updated regularly. All offices are equipped with up-to-date equipment: a queue management system, with ticket numbers displayed in the halls and announcements. Each window has a board to rate the work of a centre, agency or a certain specialist. Ratings are displayed in real time in the halls.