Massachusetts Department of Transportation
Registry of Motor Vehicles Division
Customer Service Improvement
Update
October 21, 2015
Vision-Roadmap to RMV Success
“What was once a hated agency that treated
customers as if they were an inconvenience
became a customer-focused retail operation that
slashed wait times and made going to the license
branch as easy as going to Jiffy Lube or
McDonalds. The customer and her satisfaction sit
at the center of the entire operation, and every
business process flows from that fundamental
objective.”
-“Case Study in Culture Change: How Reforming
the Bureau of Motor Vehicles Can Change a State,”
Ryan Streeter, Sagamore Institute, June 6, 2013.
10/22/2015
Leading the Nation in Transportation Excellence
2
Improving the Customer Experience
Bringing RMV Business to
Our Customers
Increasing Use of Alternative
Service Options
10/22/2015
Leading the Nation in Transportation Excellence
3
RMV Customer Online Campaign
Key Research Finding #2: Over a half million in-branch license
and registration transactions could have been done online.
Research
574,965
license renewals
online eligible
• 67% (2,834,457) of all license
and registration renewals
(4,237,011) were online eligible.
2,259,492
registrations
online eligible
• Of these, 80% (2,268,630) were
done online or via mail-in.
• 20% (565,827) were done in a
branch.
14%
Went to a
branch
322,550
28%
Mailed in
626,254
58%
Renewed
Online
1,310,688
42% Went to
a branch
243,277
58%
Renewed
Online
331,688
5
RMV Customer Online Campaign
GOAL: Test whether a campaign using free public
channels available to MassDOT can drive up number
of online license and registration renewals.
STRATEGY:
1. Update website to make it more user-friendly for
online transactions.
2. Use highway variable message signs (VMS), MBTA
ads and digital billboard PSAs to increase awareness
and usage of www.massrmv.com.
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Strategy 1: Improved MassRMV.com
Homepage
Strategy 1: Improved Webpage Button Brings You
to Menu of Checklist Options
External Outreach Campaign
RMV Customer Online Campaign
Strategy 2: Digital Billboards and MBTA
Ads Launched October 1st
10
External Outreach Campaign
RMV Customer Online Campaign
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RMV Customer Online Campaign
External Outreach Campaign
12
RMV Customer Online Campaign
External Outreach Campaign
13
RMV Customer Online Campaign
External Outreach Campaign
14
RMV Customer Online Campaign
Electronic Message Board
Digital Messaging
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RMV Process Improvement
When the Branch is Your Only Service Option
The @MassRMV... Higher
fees than ever, less and less
locations.
Wait times don't start until
you're in the building.”
-Customer Tweet,
9/23/15
10/22/2015
Leading the Nation in Transportation Excellence
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Measuring the Customer Service Experience
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Creation of Hidden Wait
Time
1 staff person working at the door
Bottle neck with lines out the door
at start of day
Staffing level at counters at start of
day
Customer Flow Business Process ReEngineering Strategy
Objective
Metric
Improve Customer Service in Branches
• Reduce wait times
• Wilmington Pilot with dual queuing system
• Improve Customer Preparedness
• Introduce customer checklists
• Improve Customer Satisfaction
• Develop branch customer survey to baseline
satisfaction
• Reduction in Wait Times
• Increase transactions completed with
one branch visit
• Increase customer satisfaction
Wilmington Customer Perspective
Pre-Pilot Survey
Branch Characteristic Ratings
10/22/2015
Leading the Nation in Transportation Excellence
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Pre-Pilot Customer Survey Improvement Areas
Identified
Dual-Line Queuing Model
Critical Success Factors
• Improved signage to direct customers
• Staff immediately available to assist
customers
• Improvements to queuing priorities
• Checklists to prepare customers
• Self-service computers in branches
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Leading the Nation in Transportation Excellence
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Success Starts at the Front Door
Signage Added to Help Create
Line
10/22/2015
Customers Able to Self-Direct
Leading the Nation in Transportation
Excellence
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Re-engineering Branch Layout
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Pathways to Customer
Success
Green Line
•
•
•
•
Completed Registration Renewal
Forms
Pre-Staged Application and
Supporting Documents (printed from
the website: MassRMV.com)
Road Tests and Suspension Hearings
Self-service kiosks for license/ID
renewals and duplicates paid for with
a credit/debit card and customers
canceling plates
Orange Line
•
•
•
•
•
Get a Checklist – to help you be
prepared
Fill out an application
Complete an RMV-1
Check a document
Ask a question
Improving Service Experience
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Leading the Nation in Transportation Excellence
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Improved Directions for
Successful Service
Improving Service Options
10/22/2015
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