Balancing tech and human connection: How Azerbaijan is redefining public services

In the age of artificial intelligence and fast-paced technologies, governments continually seek opportunities to digitalise and deliver quicker and easier services to their people, often through high-tech and low-touch methods. In Azerbaijan, however, the race towards digital transformation has not come at the expense of human engagement.

Rethinking public service delivery

Providing public services often involves several interactions between citizens and their government, from registering births and purchasing homes to paying taxes and unemployment support. Each interaction generates data which the government collects and stores. This data is then used to deliver services, make decisions and communicate outcomes to individuals. However, in many cases, citizens must input the same data each time they need a service from a different government department, leading to inefficiencies and increasing the risk of corruption.

While many developed countries are moving to fully digital government services, Azerbaijan’s State Agency for Public Service and Social Innovation has taken a different approach. Azerbaijan’s frontline service, ASAN service, (meaning ‘easy’ in Azerbaijani) centralises government services for efficient and transparent access to citizens. The service centres are not just designed for public service delivery, but also as ubiquitous hubs promoting innovation and social engagements. By combining cutting-edge technology with a customer-focused methodology, the model drastically cuts down on the time and effort needed by citizens to access public services. Achieving this goal involves streamlining the service process and mitigating bureaucratic obstacles by centralising various government services. For a country with a strong culture that values human connection, the service is bridging the gap between innovation and community engagement.

Understanding ASAN service delivery

Currently, there are 27 ASAN Service Centres across Azerbaijan with plans to establish more in future. These centres offer over 400 services from 15 government agencies and 30 private businesses.

The ASAN model requires effective data management, granting access to authorised government agencies and private businesses under guidelines set by ASAN. This standardised approach ensures uniform and efficient delivery, with services provided in an average of just 17 minutes. The integration of modern technology, such as online portals and digital kiosks, plays a pivotal role in enhancing accessibility and convenience.

Beyond offering government services, ASAN centres also serve as the melting point for innovation, entertainment, social interaction and engagement. The regional centres are designed as recreational hubs and social engagement centres where citizens can relax, play and have meaningful conversations. More recently, the agency established the ‘Incubation and Acceleration Centre’ in some of its service. This coworking space offers technology services to top talents in the country. Companies like Paymes, (bought by Saudi Arabia-based PayTabs) and ITU Magnet are some of the few that emerged from this initiative.

With a satisfaction rate of over 95%, ASAN has built high trust among citizens and demonstrated the public’s preference for in-person services over fully digital alternatives.

Streamlining Azerbaijan’s e-governance

Despite the success of ASAN, Azerbaijan is not relenting on its digital transformation efforts. Through the Ministry of Digital Development and Transport, the government aims to automate most services, which could complement ASAN’s existing work and create alternatives for those who prefer to access services online. 

Government ministries have begun to adopt online and mobile service delivery, but not without challenges. Their approach is decentralised, with each ministry responsible for the development of its own digital services. There are several government mobile applications and websites owned and managed by different ministries for accessing and receiving services, resulting in citizens having to navigate multiple platforms. This may explain why service centres are still preferred to mobile applications.

To enhance efficiency, the government could integrate ASAN services into a unified online platforms, reducing traffic at their centres. Tasks such as certificate issuance, registration and migration services that require minimal verification procedures can be automated and provided via online and postal services. Combining the current online systems into one platform should provide a seamless and convenient customer experience. Crucially, these mobile applications and services need to be freely accessible, encouraging broader adoption.

A model for other nations

While Azerbaijan continues to scale its digital public service delivery and innovation, it offers a unique opportunity for governments in developing countries, particularly with large rural populations and limited digital public infrastructure, to improve their efficiency and service delivery. The ASAN model is being adopted in several countries because it addresses the challenge of access, speed and accountability, particularly in societies where social interaction remain paramount during government-citizen engagement. 

ASAN successes shows that digitalisation doesn’t have to replace human engagement–it can complement and enhance it, offering a model where both technology and community work together.