The Australian Maritime Safety Authority (AMSA), a small statutory agency with approximately 500 staff across 21 national locations, has delivered a transformative internal initiative through Project ASAP (AMSA Seafarer Application Portal). This project marks a fundamental shift in AMSA’s operational model, embedding digital capability, reforming business rules, and modernising service delivery for both staff and stakeholders. It is AMSA’s first external-facing digital solution and a demonstrator for future service digitisation.

Before Project ASAP, AMSA’s near-coastal Certificate of Competency (CoC) process was paper-based, fragmented, and inconsistent. Applications arrived weeks after lodgement with Australia Post, data entry was manual and error-prone, and documents were stored across multiple systems. The process was inefficient, costly, and out of step with modern expectations for digital government services.

Project ASAP was initiated to address these challenges head-on. It delivered myAMSA4, a secure, integrated portal that digitises the near coastal CoC process, automates workflows, and embeds consistent, compliant business rules into AMSA’s Dynamics 365 CRM platform. The portal enables direct digital lodgement, secure identity verification via myGovID, online payment processing, and real-time tracking for applicants. It also integrates data across systems, eliminates duplication, and provides a 360-degree view of customer profiles, supporting faster and more consistent decision-making, as well as improved data governance.

Delivered entirely in-house, Project ASAP avoided an estimated $30 million in consultancy costs and was completed for under $3 million. This approach gave AMSA full control over design and implementation, showcasing the value of internal expertise. It also sparked a major shift in internal practices, embedding agile delivery, cross-functional collaboration, and a culture of continuous improvement.

Project ASAP was guided by a comprehensive business case aligned with AMSA’s Strategy 2030 and the Digital Transformation Agency’s service design standards. Internal teams, including Seafarer Certification Services, AMSA Connect (contact centre), IT, Communication, and Training, were actively involved in workshops, testing, and feedback loops. AMSA adopted a three-phase change management model—Empower, Engage, Support—to educate, involve, and assist staff throughout the transformation.

A cornerstone of the transformation was the reform of AMSA’s internal business rules for application handling. These reforms clarified the distinction between incomplete applications and RFIs, introduced standardised timeframes, and embedded decision logic into AMSA’s CRM system. This reduced legal risk, improved consistency, and ensured compliance with legislated decision-making deadlines.

Governance was structured around a dedicated Executive Sponsor, Project Board, and Project Working Group. Risks were actively managed through a RAID (Risks, Actions, Issues, Decisions) log, with mitigation strategies addressing staff fatigue, integration delays, and adoption barriers. Feedback was collected through structured channels, including surveys, call centre logs, interviews, and system usage data. AMSA’s One Customer Feedback process was extended to include myAMSA, ensuring all feedback was logged, triaged, and reported monthly to support continuous improvement.

Project ASAP delivered significant outcomes. Average processing times dropped to under 30 days—a 57% reduction. Portal applications achieved a 79% success rate, compared to 63% for paper forms. Staff were freed from low-value tasks, enabling them to focus on regulatory decision-making, supported by embedded decision logic that ensures consistent and compliant outcomes. System validation and clearer guidance improved data quality.

Staff co-designed portal functionality, tested features, and developed training materials. This inclusive approach built trust and ownership, with staff reporting clearer decision-making, reduced frustration, and stronger engagement. The transformation aligned with AMSA’s values, Professionalism, Dedication, Collaboration, and Accountability, embedding change into daily operations.

Project ASAP primarily aimed to improve services for domestic seafarers and Registered Training Organisations, but it also delivered internal transformation. Seafarers can now apply online, with real-time tracking, standardised messaging, and reduced paperwork. Feedback from the public beta highlighted strong user satisfaction, citing ease of use and faster turnaround times.

Key measurable benefits include:

• Processing times were reduced by over 40%, enabling faster service delivery and improving user experience.
• Applicants saved an average of $74 in travel costs, time off work, and delays, making the process more accessible and cost-effective.
• Digital applications achieved a 79% success rate, reflecting the system’s usability and reliability.
• Data quality improved and duplication was reduced, supporting better decision-making and operational efficiency.
• Staff engagement increased and capability was uplifted, as teams adapted to new tools and processes that streamlined their work

CRM integration improves data quality and reporting. Feedback is logged and triaged through AMSA’s One Customer Feedback process. Monthly reporting enables continuous improvement and informed decision-making. The portal’s modular design and embedded continuous improvement cycles ensure AMSA can adapt to evolving industry needs while maintaining service excellence.

Project ASAP has fundamentally reshaped AMSA’s internal operations, embedding digital capability, standardising business rules, and fostering a culture of innovation. The initiative replaced fragmented, manual workflows with a unified, automated system that empowers staff to focus on high-value regulatory work. It uplifted digital literacy, improved morale, and strengthened cross-team collaboration. Staff now operate with greater clarity, consistency, and confidence, supported by tools that enable faster decisions, better data, and more responsive service delivery. AMSA is now equipped to lead future transformation initiatives, with a scalable model that reflects its values and strategic vision.

For more information about the Australian Maritime Safety Authority, visit amsa.gov.au.