The government has announced a major push to modernise public services with the launch of CustomerFirst, a new specialist unit designed to cut delays, reduce bureaucracy and improve the

everyday experience of millions of people who rely on government services.

Based within the Department for Science, Innovation and Technology (DSIT), CustomerFirst will bring together senior civil servants and private-sector experts to rethink how public services are designed and delivered. The aim is simple: make dealing with government faster, easier and less frustrating.

For too many people, interactions with the state still mean long phone queues, repeated form-filling and paperwork that feels stuck in another era. CustomerFirst is intended to change that by applying modern technology, including artificial intelligence, and by redesigning services around the needs of users.

The new unit will be led by Tristan Thomas, formerly of digital bank Monzo, and co-chaired by Greg Jackson, founder and CEO of Octopus Energy. Drawing on lessons from high-performing private-sector services such as online banking, e-commerce and utilities, the team will work directly with government departments to test and roll out new approaches.

At Octopus Energy, for example, generative AI already helps draft around 35% of customer emails, significantly reducing waiting times and delivering customer satisfaction ratings of around 70%. CustomerFirst will explore how similar tools can be safely and effectively used in the public sector.

Importantly, the programme is designed to support frontline staff as well as the public. By giving customer service teams better digital tools, the government hopes to reduce pressure on staff while improving the quality and consistency of support for citizens.

There is also a strong financial case. Moving services online and redesigning them end-to-end could save taxpayers up to £4 billion, by reducing reliance on phone, post and in-person processing.

Minister for Digital Government Ian Murray said:  “Too often people are put off from interacting with the services they need by the frustration that comes with waiting on hold, filling in endless forms, and jumping through hoop after hoop.

A culture of ‘computer says no’ is not good enough, and this Roadmap sets out the wide range of brilliant work happening across government to improve public services and citizens’ interaction with them.

Alongside that we’re launching CustomerFirst – taking bold steps in how we redesign services so they meet the demands of modern life – fast, simple, and stress-free’.

Greg Jackson, Founder and CEO of Octopus Energy, said:  “Everyone in Britain is dependent on public services for so many critical things in our lives. With modern technology, including AI, and even more importantly - empowered teams whose job it is to help citizens - we can improve service without increasing costs. Brits deserve better, and I hope this will help deliver it”.

The Driver and Vehicle Licensing Agency (DVLA) will be the first organisation to partner with CustomerFirst. The collaboration will focus on transforming how the DVLA handles millions of interactions each year, from driving licences to vehicle registration. The work will build on existing tools, including government AI systems already helping contact-centre staff provide quicker and more accurate responses.

The DVLA project is expected to act as a blueprint for reform across government, allowing other departments to replicate successful changes and deliver simpler, faster services at scale.

DVLA CEO Tim Moss CBE, said:    “We are excited to be working with DSIT on the CustomerFirst programme. DVLA has a track record of delivering great digital services and we are keen to build on this and further develop the next generation of high-quality services that citizens should expect”.

Minister for Roads and Buses, Simon Lightwood, said: 

“Contacting any service provider should be easy. Too many people are stuck waiting on hold or filling out the same forms again and again.

We want to make getting on the road as simple as possible. Beginning with DVLA, we’re using modern technology to help drivers handle their licences quicker and easier, helping motorists get the best support”.

The announcement coincides with the publication of the government’s Roadmap for a Modern Digital Government, which sets out plans to digitise services across the state – from planning and housing to benefits and tax – with user experience at the centre.

CustomerFirst will also complement existing reform programmes, including HMRC’s Transformation Roadmap and the continued expansion of the NHS App. While services will become increasingly digital, ministers stressed that telephone and face-to-face options will remain available to ensure no one is excluded, particularly older people and those less confident with technology.

The government is now seeking experienced professionals to support the initiative, with expressions of interest open for specialists in service design, solutions architecture and product management.

CustomerFirst marks a significant step in the government’s ambition to deliver public services that feel as intuitive and responsive as the best of the private sector – while remaining accessible to everyone.  Photo by Michael Coppins, Wikimedia commons.