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.

The problem was bigger than expected

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.

Why people call in the first place

Four main reasons cause residents to pick up the phone: they seek certainty, want customized solutions, need personal contact, or are simply used to calling. The good news? You solve a large part of this with an excellent online experience.

The Double Diamond approach as success factor

Amsterdam used a methodical two-phase approach. First, thorough exploration: analyzing data, identifying stakeholders, and mapping the customer journey. Then developing solutions: creating concepts and continuously testing until you have the best experience.

Real collaboration makes the difference

Success starts with commitment from all departments. Amsterdam formed a core team that could invest full-time, supplemented by a flexible layer of experts. The secret? Writing content together with policy experts instead of throwing tasks over the fence.

Benchmarking as compass

By having 150 residents per municipality test how they apply for a parking permit, Amsterdam could compare itself with Rotterdam, The Hague, and Utrecht. This delivered concrete improvement points and inspiration from best practices of other municipalities.

The result speaks for itself: fewer phone calls, more satisfied residents, and proof that investing in online services pays back directly.