Ha Long Bay, Quang Ninh province

In 2016, Quang Ninh ranked 2^ndof63 cities and provinces on the PCI, but its low Public Administration Performance Index motivated the province to try harder to improve public satisfaction. Mr. Nguyen Duc Long is Chairman of the Quang Ninh provincial People’s Committee: “Quang Ninh province is determined to improve public satisfaction with administrative services, especially at the commune level.”

In response to the Prime Minister’s call for a ‘friendly service’ government, Quang Ninh authorities have focused on improving the staff whoserve the public. Doctor Bui Phuong Dinh, Director of the Institute for Leadership Studies and Public Policies of the Ho Chi Minh National Academy of Politics, said: “We call it ‘administration marketing’, which means building a friendly administration to serve the people. This is a strategy in which people and enterprises are beneficiaries of services and the administration is a service supplier who needs a friendly image to be effective.”

14 administrative agencies in QuangNinh province have signed a commitment to implement measures to improve their governance and public administration performance. They have reviewed and restructured their organizations and publicized recruitment for public agencies. Agency heads are tasked with the primary responsibility for administrative reforms. The province periodically surveys the public’s evaluation of public services and has identified improvement of its Public Administration Performance Index as a key to sustainable growth.