Digital Strategy Toolkit

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Digital Strategy template

About the Digital Strategy Template Researching your customers

This template has been provided to assist South Australian An organisation’s digital strategy should be framed in the
Government organisations to develop their own digital context of what your customers need and expect of you –
strategies in line with the Premier’s expectation outlined in whether they be external of internal customers.
the Digital by Default Declaration and best practice across
governments in Australia. Ask your customers and all key areas of the organisation:
• Who are our customers – what is the range of
The template is a guide only and can be amended,
demographic factors that affect their expectations and
expanded and redesigned to suit your organisation. The
needs? e.g. culture, age, comfort with digital channels
template is modelled on current strategy documents
developed by local, state and federal government • How important is digital to your customers?
organisations.
• What are their online needs and expectations?
Who Should Develop the Digital Strategy? • How do they use digital channels and which ones do
The Digital Strategy, and other elements of this toolkit should they prefer?
be researched, developed and sustained by an internal team
• What factors may influence customers’ needs and
of people representing the key areas of the organisation:
expectations of your digital channels over time – e.g.
• Customer-facing new technologies, changes to legislation.
• Management
Consideration should be given to co-designing digital
• Business operations services and channels with customers to ensure the digital
initiative meet their needs.
• Digital
• Marketing and communications
• Technology.

The strategy needs to be owned by the whole organisation

so the digital strategy team must be careful to be inclusive in
its research and decision-making, consult widely outside and
inside the organisation (co-design with your customers),
share drafts of the strategy and act on the feedback.

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Digital Strategy Toolkit
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Digital Strategy template – explanation

The strategy should be completed by a team 
of people in the organisation with experience 
in customer needs, management, business 
operations, digital channels and solutions, 
Why – this is the rationale  design, marketing and communications and 
for the digital strategy – e.g.  supporting technologies and infrastructure.
alignment with SAG 
economic priorities, Digital 
by Default Declaration and  How – identify the key success 
the organisation’s own vision  factors and actions that must be 
and goals. Include here why  addressed in order to fulfil the 
digital transformation is  vision, comply with the guiding 
important.  principles and meet the benefits 
and the associated KPIs. These 
will be high‐level and so the 
detail, action plans and schedule 
need to be identified and 
What – identify the key  addressed separately. This may 
characteristics of the  require further investigation and 
organisation’s digital strategy  consultation with stakeholders 
and provide a brief  and customers. 
explanation of each. 
These are the key pillars and 
principles that provide the 
criteria by which to assess the 
merit and direction of digital 
channels and service delivery  Benefits – these are the desired outcomes  
and of any digital initiatives 
for customers and the organisation expressed 
and solutions. 
in relative terms ‐ better, more, less, shorter, 
There should be an emphasis 
increased, etc. These can become the KPIs, so 
on the customer and on 
where feasible set targets of timeframe and 
transformation of the 
results – e.g. in two years: 15% fewer calls to 
business, not mere transition 
our call centre and 20% increase in online 
of the status quo to digital 
transactions. 
channels.

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Digital Strategy Toolkit
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‘Organisation Name’ - Digital Strategy
WHY How

Premier’s  Digital  Customer service Innovation

Agency mission and vision transformation Customer service promise What are your aspirations for 
Digital by  innovation?
Default  Insert here your  mission statement, strategic intent,  How and what will be 
service charter etc transformed
Declaration
All service 
channels are 
digitally enabled 
and aligned 

WHAT Website

Channels to  mobile/apps
What is the Strategy  Customers
social media
Capability and 
Insert here the  change 
• purpose of the DS management
Call Centres
• guiding principles
What policies, 
• defining characteristics procedures, staff  walk‐in
training and change 
management are 
required.   site visits
post
publications

Governance Enabling technologies
What management  What hardware and software 
structure and resourcing is  do you need e.g. new CRM, 
required.   etc.

Better… eg More… eg Shorter… eg Reduced… eg

Benefits

customer experience customers self‐serving time finding the right answers and  red‐tape and barriers to customers 

education and advice that is easy to  time for Agency staff to provide quality  responding to customer queries   doing business with us
find, understand and act on  service due to less time doing admin Face‐to‐face time with customers because  cost to serve
understanding of customers and the  customers acting as our advocates they are assisted by digital technologies number of customers visiting us
changing workplace services tailored to customer needs  time to determine a customer’s issue  time spent by our staff on 
consistency of service delivery collaboration across Agency in devising and  administrative tasks
delivering services to customers 3
Digital Strategy Toolkit
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‘Department of …’ - Digital Strategy
WHY How
Digital  Customer service Innovation
Premier’s  Agency mission and vision transformation Understand and continually  Unlock innovative ideas and 
Digital by  monitor customers’ needs and  solutions to improve customer 
Pilot projects preferences by asking them and  service, make us more productive 
Default  The purpose of our agency is to provide services to citizens 
acting on the findings and to maximise the benefits of 
Declaration and develop meaningful relationships with the community  Using the prioritisation  digital services
that increase our shared knowledge and understanding. tool, identify and prioritise 
pilot projects to 
Our digital strategy will help us to do this by putting citizens  demonstrate digital‐led  All service 
at the center of what we do and using digital technology  transformation in service 
channels are 
delivery.
and innovation to enhance our relationships. digitally enabled 
and aligned 

WHAT Website

Channels to  mobile/apps
 Digital first: Our information and   Responsive and informed: Our digital 
services are digital by default and  engagement with customers improves  Customers
social media
delivered primarily via our digital  our understanding of them. Capability and 
channels.   Awareness and reach: Digital channels  change 
 Customer‐centric: Digital services are  and services improve awareness of our  management
devised, organised, written and  services, increase the uptake of digital‐ Call Centres
There is a structured 
presented from the customers’ view.  enabled self‐service  and attract 
approach to building  walk‐in
 Transformational:  We imagine and  increasing numbers from our target  acceptance of change that 
create new services for our digital  customer groups.  addresses people‐related 
issues.
customers that maximise the benefits   Integration and alignment: Digital  Staff are given clear  site visits
of digital technologies and channels.  channels and services support our  direction, training and  post
resources so they are 
publications
 Productive and efficient: Our digital  strategic intent. Digital channels and 
willing and able to 
channels and services reduce the time  our systems are aligned. The channels  embrace the digital 
are aligned with the Digital by Default  Governance Enabling technologies
and cost to customers of doing  strategy.
All digital activities are governed  Technical solutions are developed 
business with us.  Declaration and the State’s Ten  The digital knowledge and 
by this strategy and risk is  and managed to enable and 
Economic Priorities.  capability of staff is 
managed by the use of  support the digital strategy – data 
developed and 
appropriate policies and  analysis, CRM records 
maintained. 
guidelines.  management.
.
Better… eg More… eg Shorter… eg Reduced… eg
Benefits

customer experience customers self‐serving time finding the right answers and  red‐tape and barriers to customers 

education and advice that is easy to  time for Agency staff to provide quality  responding to customer queries   doing business with us
find, understand and act on  service due to less time doing admin Face‐to‐face time with customers because  cost to serve
understanding of customers and the  customers acting as our advocates they are assisted by digital technologies number of customers visiting us
changing workplace services tailored to customer needs  time to determine a customer’s issue  time spent by our staff on 
consistency of service delivery collaboration across Agency in devising and  administrative tasks
delivering services to customers 4