Developing a framework for a digital customer-centric service delivery at the National Social Security Authority

Abstract

This study developed a framework for digital customer-centric service delivery at the National Social Security Authority (NSSA), Zimbabwe. The study was motivated by the need for public institutions to move beyond the mere adoption of digital platforms towards an integrated, responsive, and customer-focused service framework. It examined current digital service delivery practices at NSSA, evaluated the extent to which these practices reflected customer-centric service principles, assessed the operational requirements for effective digital customer-centric service delivery, and proposed an appropriate framework. The study was guided by Service-Dominant Logic, Customer Experience Theory and Socio-Technical Systems Theory, and adopted a pragmatist philosophy with an explanatory sequential mixed-methods design. Quantitative data were collected from 150 respondents, including employers, employees or contributors, pensioners, claimants, frontline customer-service staff and ICT or digital-service staff, while qualitative insights were supported by interviews and document review. Findings showed that NSSA had established digital service channels such as a self-service portal, mobile or USSD access and WhatsApp-based interaction; however, customer-centricity remained moderate due to fragmented service journeys, repeated information requests, inconsistent channel integration, limited service continuity and uneven customer experience. Current digital practices recorded a mean score of 3.38, customer-centric service delivery recorded 3.10, service journey redesign recorded 2.93, and integrated digital channels recorded 2.86. The study concluded that NSSA’s major challenge was not the absence of digital tools, but the need to redesign service journeys and integrate channels into a seamless customer experience. The proposed framework is built on four pillars: service journey redesign, integrated digital channels, operational enablement and customer experience monitoring. The study recommends process simplification, improved channel integration, staff capacity development, assisted digital support, service tracking and continuous performance monitoring.