Digital Strategy Toolkit
DRAFT
Digital Strategy template
About the Digital Strategy Template Researching your customers
This template has been provided to assist South Australian An organisation’s digital strategy should be framed in the
Government organisations to develop their own digital context of what your customers need and expect of you –
strategies in line with the Premier’s expectation outlined in whether they be external of internal customers.
the Digital by Default Declaration and best practice across
governments in Australia. Ask your customers and all key areas of the organisation:
• Who are our customers – what is the range of
The template is a guide only and can be amended,
demographic factors that affect their expectations and
expanded and redesigned to suit your organisation. The
needs? e.g. culture, age, comfort with digital channels
template is modelled on current strategy documents
developed by local, state and federal government • How important is digital to your customers?
organisations.
• What are their online needs and expectations?
Who Should Develop the Digital Strategy? • How do they use digital channels and which ones do
The Digital Strategy, and other elements of this toolkit should they prefer?
be researched, developed and sustained by an internal team
• What factors may influence customers’ needs and
of people representing the key areas of the organisation:
expectations of your digital channels over time – e.g.
• Customer-facing new technologies, changes to legislation.
• Management
Consideration should be given to co-designing digital
• Business operations services and channels with customers to ensure the digital
initiative meet their needs.
• Digital
• Marketing and communications
• Technology.
The strategy needs to be owned by the whole organisation
so the digital strategy team must be careful to be inclusive in
its research and decision-making, consult widely outside and
inside the organisation (co-design with your customers),
share drafts of the strategy and act on the feedback.
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Digital Strategy Toolkit
DRAFT
Digital Strategy template – explanation
The strategy should be completed by a team
of people in the organisation with experience
in customer needs, management, business
operations, digital channels and solutions,
Why – this is the rationale design, marketing and communications and
for the digital strategy – e.g. supporting technologies and infrastructure.
alignment with SAG
economic priorities, Digital
by Default Declaration and How – identify the key success
the organisation’s own vision factors and actions that must be
and goals. Include here why addressed in order to fulfil the
digital transformation is vision, comply with the guiding
important. principles and meet the benefits
and the associated KPIs. These
will be high‐level and so the
detail, action plans and schedule
need to be identified and
What – identify the key addressed separately. This may
characteristics of the require further investigation and
organisation’s digital strategy consultation with stakeholders
and provide a brief and customers.
explanation of each.
These are the key pillars and
principles that provide the
criteria by which to assess the
merit and direction of digital
channels and service delivery Benefits – these are the desired outcomes
and of any digital initiatives
for customers and the organisation expressed
and solutions.
in relative terms ‐ better, more, less, shorter,
There should be an emphasis
increased, etc. These can become the KPIs, so
on the customer and on
where feasible set targets of timeframe and
transformation of the
results – e.g. in two years: 15% fewer calls to
business, not mere transition
our call centre and 20% increase in online
of the status quo to digital
transactions.
channels.
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Digital Strategy Toolkit
DRAFT
‘Organisation Name’ - Digital Strategy
WHY How
Premier’s Digital Customer service Innovation
Agency mission and vision transformation Customer service promise What are your aspirations for
Digital by innovation?
Default Insert here your mission statement, strategic intent, How and what will be
service charter etc transformed
Declaration
All service
channels are
digitally enabled
and aligned
WHAT Website
Channels to mobile/apps
What is the Strategy Customers
social media
Capability and
Insert here the change
• purpose of the DS management
Call Centres
• guiding principles
What policies,
• defining characteristics procedures, staff walk‐in
training and change
management are
required. site visits
post
publications
Governance Enabling technologies
What management What hardware and software
structure and resourcing is do you need e.g. new CRM,
required. etc.
Better… eg More… eg Shorter… eg Reduced… eg
Benefits
customer experience customers self‐serving time finding the right answers and red‐tape and barriers to customers
education and advice that is easy to time for Agency staff to provide quality responding to customer queries doing business with us
find, understand and act on service due to less time doing admin Face‐to‐face time with customers because cost to serve
understanding of customers and the customers acting as our advocates they are assisted by digital technologies number of customers visiting us
changing workplace services tailored to customer needs time to determine a customer’s issue time spent by our staff on
consistency of service delivery collaboration across Agency in devising and administrative tasks
delivering services to customers 3
Digital Strategy Toolkit
DRAFT
‘Department of …’ - Digital Strategy
WHY How
Digital Customer service Innovation
Premier’s Agency mission and vision transformation Understand and continually Unlock innovative ideas and
Digital by monitor customers’ needs and solutions to improve customer
Pilot projects preferences by asking them and service, make us more productive
Default The purpose of our agency is to provide services to citizens
acting on the findings and to maximise the benefits of
Declaration and develop meaningful relationships with the community Using the prioritisation digital services
that increase our shared knowledge and understanding. tool, identify and prioritise
pilot projects to
Our digital strategy will help us to do this by putting citizens demonstrate digital‐led All service
at the center of what we do and using digital technology transformation in service
channels are
delivery.
and innovation to enhance our relationships. digitally enabled
and aligned
WHAT Website
Channels to mobile/apps
Digital first: Our information and Responsive and informed: Our digital
services are digital by default and engagement with customers improves Customers
social media
delivered primarily via our digital our understanding of them. Capability and
channels. Awareness and reach: Digital channels change
Customer‐centric: Digital services are and services improve awareness of our management
devised, organised, written and services, increase the uptake of digital‐ Call Centres
There is a structured
presented from the customers’ view. enabled self‐service and attract
approach to building walk‐in
Transformational: We imagine and increasing numbers from our target acceptance of change that
create new services for our digital customer groups. addresses people‐related
issues.
customers that maximise the benefits Integration and alignment: Digital Staff are given clear site visits
of digital technologies and channels. channels and services support our direction, training and post
resources so they are
publications
Productive and efficient: Our digital strategic intent. Digital channels and
willing and able to
channels and services reduce the time our systems are aligned. The channels embrace the digital
are aligned with the Digital by Default Governance Enabling technologies
and cost to customers of doing strategy.
All digital activities are governed Technical solutions are developed
business with us. Declaration and the State’s Ten The digital knowledge and
by this strategy and risk is and managed to enable and
Economic Priorities. capability of staff is
managed by the use of support the digital strategy – data
developed and
appropriate policies and analysis, CRM records
maintained.
guidelines. management.
.
Better… eg More… eg Shorter… eg Reduced… eg
Benefits
customer experience customers self‐serving time finding the right answers and red‐tape and barriers to customers
education and advice that is easy to time for Agency staff to provide quality responding to customer queries doing business with us
find, understand and act on service due to less time doing admin Face‐to‐face time with customers because cost to serve
understanding of customers and the customers acting as our advocates they are assisted by digital technologies number of customers visiting us
changing workplace services tailored to customer needs time to determine a customer’s issue time spent by our staff on
consistency of service delivery collaboration across Agency in devising and administrative tasks
delivering services to customers 4
