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79. Earlier chapters of this report have demonstrated the significant potential for engaging citizens as users and co-producers of public services. Government is aware of this issue. Numerous reports have made the case for engaging more closely with the consumers of public services by allowing them more 'voice' and the ability to shape the services they are using. Sir David Varney's recent review on service transformation argued that:

'deep insight into customer needs, behaviours and motivations, plus the ability for citizens and businesses to have better information on the services on offer, are all important for the design of public services that support the Government's desired policy outcomes'.

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