Everyone hates the Department of Motor Vehicles and the City of San Francisco should consider giving it a makeover. Patrons are disgruntled and employees carry an unapproachable demeanor. Service is extremely slow and it is near impossible to conduct business without getting angry.
The DMV provides a service to the San Franciscan public, providing licensing and fulfilling other transportation needs. However, this organization does not simply grant patrons identification, their service offers freedom. The DMV needs to stop identifying themselves as a necessity and needs to start identifying themselves as an opportunity for the people of San Francisco. This minor change in perception can allow the DMV to unlock creative business ideas, discover the essence of their brand, and the industry they're really in.
San Francisco should involve DMV patrons through surveys and live studies to begin this makeover. Understanding that people do not use the service by choice, the DMV needs to focus on enhancing the individual’s experience. This will foster the creation of a new vision for the consumer and will be the first critical step in transforming the San Francisco offices.
The interior coloring and ambience are both drab and depressing. Lively colors need to be introduced so patrons are not immediately reminded of the dreary atmosphere surrounding them. Additionally the DMV should introduce both music and catchy advertising. This new business model will allow the City of San Francisco to collaborate with local businesses, artists, and recording studios creating an impression of the customer being a guest.
Create a brand experience around the concept of opportunity over necessity. An atmosphere that sells the idea, “though it is a necessity to go to the DMV, you now have the opportunity to enjoy the experience.” Change out the ugly and uncomfortable classroom chairs and replace them with classy, high-end benches found in city parks or at Grand Central Station. Maybe take that idea one step further and brand the DMV as an indoor Golden Gate Park, and an opportunity to relax while handling the necessary. Additionally, consider adding a coffee shop with free Wi-Fi.
The services provided by the DMV are old; why not give it some fresh eyes. Bring the DMV to twitter and facebook so the changes are more visible. Furthermore, introduce a cell phone application that iPhone users can have, so patrons can know their approximate wait time from a remote location away from the DMV. If users don’t have an iPhone, then set up an automated call or text service giving people notice approximately 15 minutes before their ticket is to be called.
The DMV and parking services offices in San Francisco will continue to exist for a long time and in order to remain a going entity, and not to be replaced by another idea, they need to transform. The City of San Francisco is in a unique position to change the face of these services through the young and affluent citizens of this city. The San Francisco DMV and parking services are not in the business of licensing, they are in the business of providing freedoms and they need to embrace this business and take a leap.
You present some interesting ideas here. I'd like to get your take on two additional points: (1) how will these improvements be funded and (2) how do happier DMV patrons help the government of San Francisco? Overall, what interest does the government have in making these improvements? After all, as you say in you analysis, people have to go to the DMV.
ReplyDeleteNice job on the site. I'll look forward to further posts.