Towards a customer-centric government

The NSW Government is on a mission to become the world’s most customer-centric government by 2030. That means putting the people and businesses of NSW at the heart of everything we do. 

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Becoming the most customer-centric government 

By 2030, the NSW Government will be a world leader in customer experience.

Being the most customer-centric government means we will centre everything around our customers – the people who live, visit, invest or do business in NSW.

People and businesses who use our services will be treated as customers, and they will receive high quality experiences regardless of the interaction or part of government they deal with. 

We will use the feedback and insights customers share with us to better understand and anticipate their needs, and meaningfully engage them to deliver better policies and services. We will also prioritise investment and decisions on the things that matter most to our customers. 

By 2030, customers will:

  • be confident the NSW Government is working in their best interests
  • receive effective and high-quality services that anticipate their needs, and 
  • believe the NSW Government is easy to deal with. 

Why customer-centricity is important

Good customer experiences can save effort and give time back to customers. They can also increase employee engagement and productivity and lead to better decisions. 

Additionally, customer-centric governments experience greater budget efficiency and productivity. They avoid waste on what doesn’t have impact, and see returns on investment through improved customer compliance, reduced cost of escalations, and reuse of service delivery models in providing a connected experience.

Our strategy

The NSW Customer Strategy, 'Towards a customer-centric government'  outlines the importance and benefits of customer-centricity. It explains the things we will do to become the world's most customer-centric government.

The strategy is underpinned by a customer framework and Customer Commitments - both have been co-designed with customers and employees and embed best practice principles.

Learn more about the customer framework and customer commitments below or read the strategy in full.


A firefighter speaks with a woman outside her house. Two other firefighters are inspecting her roof.
Image supplied by NSW Rural Fire Service

Towards a customer-centric government

Read the NSW Customer Strategy.

Customer framework

Research shows that improved customer experiences can be achieved by focusing on 5 key areas:

  1. Understanding customer needs
  2. Prioritising effort on what makes the most impact for customers
  3. Delivering a high-quality experience to customers
  4. Engaging with customers on priorities for the future
  5. Embedding a customer service culture
NSW Government customer framework diagram. The customer framework is made up of 5 linked themes - understand, prioritise, deliver, engage and culture.

Customer Commitments

The NSW Customer Commitments are our promise to customers on what to expect when interacting with NSW public services. They are a whole of government guarantee that ensures customers are at the heart of our services. 

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Easy to access
  • Make it easy to access what I need.
  • Make it simple for me to understand.
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Act with empathy
  • Show you understand my situation.
  • Treat me fairly and with respect.
  • Provide service in my time of need.
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Respect my time
  • Tell me what I need to know beforehand.
  • Minimise the need for me to repeat myself.
  • Make what I need to do straightforward.
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Explain what to expect
  • Be clear about what steps are involved.
  • Contact me when I need to know something.
  • Let me know what the outcomes could be.
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Resolve the situation
  • Be accountable for your actions.
  • Be clear in decision-making.
  • Reach an outcome.
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Engage the community
  • Listen to the community to understand our needs.
  • Ask us how we want services delivered.

These commitments support a purpose-driven public service that delivers world-class customer service. They are a tool to help us become the most customer-centric government by 2030. 

The Customer Commitments can also be found in the Beyond Digital Strategy.

Customer insights program

The Department of Customer Service ensures customers have a voice across Government. We use customer feedback, surveys and insights to support programs and policy decisions to deliver for NSW customers. 

Our customer insights program is being expanded across the sector to ensure the customer voice is reflected across Government and built into investment decisions. 

The insights program will include a new customer experience survey soon.

In the meantime, you can use the insights from the customer satisfaction measurement surveys below to support the development of your next program:

Contact us

Want to find out more? We can help you on your customer-centric journey.

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