Jewellers in India were on strike for nearly six weeks. They are asking the Govt. Of India to remove 1% Excise Duty levied in the budget this year.
Today in the Parliament Shiv Sena MP Arvind Sawant recommended the Govt. to consider their requests and remove the duty. He went on to say that Jewellers do not mind 1 or 2% levy but they do not want this by an additional Govt. department. They have a bad experience about this department.
This is what indicates what Govts. must do to enhance the citizen experience. This is a lesson in customer experience.
What is true for jewellers is true for every customer. Customers do not mind paying extra money if they are offered a better experience or if they can avoid and do not have to undergo a bad experience.
The customer experience is so important that one of the 4 conditions Jeff Bezos have laid to enter any new business is;
…and that we have the capabilities needed to bring strong customer-facing differentiation to the marketplace.
Customer facing differentiation is about better customer experience.
Now if companies find there is a gap in the space of customer facing differentiation, they will invest in that business and therefore, competition will increase. This competition will be fought on the basis of this differentiation. Bad customer experience creating companies will find new entrants and therefore severe competition. They will experience quick erosion of the market share because the customer will quickly notice the difference in experience and they will get attracted to a better experience.
New entrants will not only get the quick market share but also command a premium because of a better experience. We have seen the success of multiplex theatres. People are paying a premium for online grocers and convenient charges to bookmyshow.com. Our jewellers are also indicating the same by foregoing the business to avoid negative experiences of one more Govt. department.
Jewellers strike is a loud and clear message to the Govt. about where they need to focus, to win hearts and minds of the people. This should trigger Govt’s better Citizen Experience drive. The UK Govt. had long back involved language experts to make the Govt. Citizen Communication/Drafting of Laws simple and easy to understand. Netherland Govt. involved service design agency to improve passport and visa services experience of the immigrants and citizen. Govts. everywhere is focussing all its energy on better citizen experience. Indian Govt’s ease of doing business and single window schemes are nothing but better citizen experience initiatives.
The Govt. is all about citizen service. Govt. must apply service design tools and principles to work on better citizen experience. Govt. should take up the projects for citizen experience on priority where it can have a maximum and far-reaching impact.
Imagine all Govt. – Citizen interactions are the incidences of happy citizen experiences.
2019 (Next General Election) is far, but this Govt or for that matter any Govt that gets re-elected that happens only on the basis of Govt’s citizen experience improving track record or hope of improving citizen experience. Achchhe Din propagated by the Prime Minister is all about better Citizen Experience. Earlier the Govt understand this the better it is not only for them but also for the citizen of India.
Jewellers are ready to pay, but why do they not want an involvement of an additional Govt. department and for that can close the business for so many days is not only food for thought for all the Govts. and bureaucrats but also for CXOs.
Our PM, Narendra Modi is known for converting problems into opportunities, this strike is another problem waiting to be converted into an opportunity. This will also help him in his mission (Our dream) of Achchhe Din.
More on Citizen and customer experience – The Bread is Moving.