The government has announced the creation of CustomerFirst, a new specialist unit designed to modernise public services and improve how millions of people interact with the state
Based within the Department for Science, Innovation and Technology (DSIT), the initiative aims to reduce delays, cut bureaucracy and make services faster, simpler and more responsive.
CustomerFirst will work alongside government departments to redesign services from the ground up, using modern technology and delivery methods already proven in the private sector. The programme is part of a wider push outlined in the government’s newly published Roadmap for a Modern Digital Government.
Cutting delays and reducing frustration
For many people, dealing with government services can involve long phone queues, repeated form-filling and slow processing times. CustomerFirst has been set up to tackle these problems directly by improving how services are designed and delivered.
The unit will focus on end-to-end reform, helping departments move away from paper-based and phone-heavy processes towards digital-first services. Government estimates suggest that shifting more services online could deliver savings of up to £4 billion, while also improving speed and accuracy for users.
The programme is not only about improving outcomes for the public. It also aims to support frontline staff by giving customer service teams better tools, clearer systems and more efficient workflows.
Industry expertise
CustomerFirst brings together senior civil servants and experienced private-sector leaders with a track record in service transformation. The unit is led by Tristan Thomas, formerly of digital bank Monzo, and co-chaired by Greg Jackson, founder and chief executive of Octopus Energy.
The approach draws on lessons from industries such as banking, retail and utilities, where digital tools and artificial intelligence have already helped reduce wait times and improve customer satisfaction. In the energy sector, for example, AI systems help customer service teams respond more quickly and effectively to enquiries.
By combining this expertise with public-sector knowledge, CustomerFirst aims to test and scale new solutions that can be applied across government.
DVLA chosen as first partner
The Driver and Vehicle Licensing Agency (DVLA) has been selected as the first organisation to work with CustomerFirst. DVLA handles millions of interactions each year related to driving licences, vehicle registration and other motoring services, making it an ideal testing ground for service reform.
The partnership will explore new ways to handle customer contact, reduce repeat enquiries and improve response times. Technology will be deployed at the frontline, including tools that support contact-centre staff in providing faster, more accurate information.
The changes introduced at DVLA are intended to act as a blueprint for other departments, demonstrating how similar improvements can be delivered across the public sector.
A digital future that works for everyone
While the focus is on digital-first services, the government has stressed that accessibility remains a priority. Telephone and face-to-face options will continue to be available for people who are less confident using technology, including older users and those without reliable internet access.
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.”
CustomerFirst builds on existing modernisation efforts, such as HMRC’s transformation programme and the continued expansion of the NHS app. Together, these initiatives aim to create a more seamless experience for citizens, managing everything from taxes and benefits to healthcare and transport.
The government is also seeking experienced professionals in service design, solutions architecture and product management to support the programme.
