The key to good public service: mastering your value proposition
Raise your hand if you can confidently articulate your government agency’s value proposition.
Keep it raised if your agency regularly considers its value proposition when allocating resources and investing in services.
Is your hand still up? If you’re like many in the public sector, chances are the answer is no. And that’s no surprise – whether due to a lack of clarity, organisational complexity, bureaucracy or political pressures, value propositions aren’t typically a government agency’s most urgent priority.
In this article, we’ll outline what a value proposition is and explain why it’s essential for government agencies to understand them.
What is a value proposition, and why should government agencies care?
A value proposition articulates a government’s value and benefits of their services or policies to their target audience, like citizens or businesses.
A value proposition explains:
Why a service or policy is unique and valuable.
How it meets the needs of its target audience.
A clear value proposition builds trust and increases support for the policies or services provided. It helps government agencies:
Prioritise the needs of citizens
Operate with transparency and accountability
Communicate the intended benefits of the service or policy and what differentiates it from similar offerings.
In the business world, money talks
Private companies exist largely to maximise profits. They offer products or services that are better than their competitors, while charging lower prices.
They are incentivised to innovate and be creative to stay ahead of the competition. A focus on profit drives the entire organisation, from product development to marketing and customer service.
The private sector's focus on maximising profits often results in innovative products or services. But this focus on profit can lead to unethical practices, such as cost-cutting measures that compromise quality or safety.
Governments should prioritise citizen needs
As you might have guessed, government has a slightly different value proposition. The primary aim of government services is to service the public interest. The needs of citizens are (at least in theory) prioritised over private gain.
Government services must also operate with transparency and accountability to maintain compliance with regulations and ethical standards.
The public sector's focus on serving the public interest can lead to the development of services that prioritise safety, quality, and ethical standards over profit.
Unlike the private sector, customer acquisition and retention are less of a concern for government services. A poorly designed website or form isn’t a disaster, as citizens typically have no say in whether they use these services.
At the same time, this doesn’t mean that government services should neglect the customer experience. In fact, the satisfaction of citizens with government services is essential to ensure their wellbeing and the smooth functioning of society.
Key takeaways
Understanding and prioritising a clear value proposition is essential for government agencies to build trust, increase support, and prioritise the needs of citizens.
While the private sector focuses on maximising profits, the public sector prioritises serving the public interest, which can lead to services that put safety, quality, and ethical standards over profit.
Although user acquisition and retention may not be as important for government services, a positive customer experience is essential to ensure citizen satisfaction.
Find out more about how to articulate your organisation’s value proposition: Let’s talk.