DWP aspired to become champions for their customers and needed to radically improve and modernise how they dealt with over 11 million customers whilst reducing the cost to the taxpayer.
Like all business challenges the key to success is how to prepare and support the people in adapting to new ways of working.
The transformation team recognised very early on that the scale of the transformation was so immense, that trying to explain it to people through normal ways and usual channels would bemuse and confuse rather than excite and enthuse. They deliberately took the approach of making things visually impactful, and different, that provoked response and therefore invited emotional involvement.
In partnership with Penna we produced the Motion Communications over a three-year period for the Pensions Transformation Programme. During this change process we designed and delivered a number of rich media communications for a wide range of uses including:
This was the largest public service reform initiative in the UK. Changing the structure from 450 regional offices to 15 contact centres. Introducing a flagship government product The Pension Credit was launched with 2.4 million ‘new’ customers in six months. Moving from 19,000 in 2004 to 10,000 by 2008.