Rising demands: Financial Secretary John Tsang says the next generation of public services must live up to new expectations.

Effective branding is crucial to the successful introduction of the next generation of public services as it can galvanise community support, Financial Secretary John Tsang says. It can also communicate the goals and aspirations of a new initiative or programme.

Speaking at the Public Sector Reform Conference 2008 today, Mr Tsang said reforming public sector services is an important issue not just for Hong Kong but for most other modern economies.

"People everywhere are enjoying a higher standard of living, and naturally, they are demanding better, more efficient and dynamic services from both the public and the private sectors," he said.

"The next generation of public services will have to live up to these new expectations, and I believe, just like the private sector, successful design and branding will be a key factor in helping us meet these enhanced expectations."

People are increasingly demanding services tailored to their specific needs and do not want to adjust their lives to suit the services available.

Mindset change

"For public services, it is no longer good enough to meet the demands of the community by simply applying pressure to existing models and squeezing more productivity out of the system. It just will not work. We need to go beyond the current box. Some people say we need a new box. The mindset must change, and design can offer a solution," the Financial Secretary said.

"We need to put our creative thinking caps on to come up with the best innovations, designs and branding concepts to give the public what they demand from the next generation of public services and ensure these services will be well received by the community. We need also to adjust our systems accordingly to ensure we are able and ready to deliver the services the public demands."

Mr Tsang said the Government must consider upgrading current public services to better suit the next generation and to think about new services which could be in strong demand in the next decade or two.

"Not only should the Government take the lead in setting out a clear vision for Hong Kong in the next decade and beyond, but we should also set a good example for the private sector to follow," he added.