What is people-centred experience?

There are eight elements that can potentially impact on a citizen's experience of dealing with government. At the heart of these eight elements lies a need for deep understanding and insight into where individuals are coming from.

Not all elements will be relevant for every initiative but they should all be considered. Responsibility and expertise for the eight elements rest with policy, delivery and communication teams. The people-centred checklist [PDF 35KB, 1 page] is a useful planning tool to identify all the key issues that need to be addressed at the start of a programme.

The government context and the challenges that it faces for communications and marketing are complex.

• The eight elements take the best of relevant private sector thinking and align it with good practice in the public sector.
• They also draw from the principles and disciplines of marketing, social marketing, service marketing, corporate communications and stakeholder management.
• The result is a bespoke model that highlights the key elements of an effective experience.