From inside-out to outside-in: putting the user at the center within government organizations

Amsterdam municipality has proven that major impact is possible with the right approach. Through smart optimization of their online parking permit service, they not only drastically reduced the number of phone calls but also significantly improved customer satisfaction.

Research revealed that no less than 41% of the 130,000 annual phone calls about parking were avoidable. Of these, 15% could be solved by improving the online landscape. With nearly 300 pages about parking on Amsterdam.nl and 8 concrete avoidable topics, there was clearly work to be done.