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A recognized leader in document technology, Xerox Corporation
created a new division, Xerox Citizen Service Center, to focus
on e-Government solutions. This service enables citizens to
complete online transactions with their local government — for
example, pay a parking ticket or apply for a permit — and
avoid time standing in line.
Xerox was planning to implement a Citizen Service Center in
Rochester, N.Y., but the city needed help announcing and promoting
the new Web service to citizens. This presented several challenges:
- The event couldn’t appear to be sponsored by Xerox.
Busy city employees needed support in launching the initiative,
but city officials didn’t want to provide a company
endorsement.
- Web site launches are notoriously fraught with problems.
Xerox couldn’t afford to have its first be a dud.
- Xerox was having troubles in other areas — poor earnings
and significant layoffs — that made it even more imperative
for the initiative to succeed, especially in the city which
the company is headquartered.
- Materials used for the Rochester launch would need to be
adaptable for future markets, and a plan was needed to find
the best prospects for Citizen Service Center.
In other words, a complex demonstration of new technology
from a troubled corporation needed to go off without a hitch,
not only for the initial event but as a springboard for a series
of product launches throughout the country. More...
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