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3.4 Sir David Varney's report on service transformation argued that each department should have a customer insight function. These functions may be structured differently according to the needs of each organisation, but the role is the same: to bring the true voice of citizens and businesses into the way in which services are designed, delivered and enhanced over time. These functions offer the ability for a department to gather (and commission where necessary) the information it needs to build a picture of what really matters to the people it is trying to reach; and to use this information to drive service transformation.

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