Governments are adopting customer centric approaches to enhance citizen satisfaction, improve service delivery, and foster greater trust and engagement. In 2021 Executive Order was issued by White House to Transform Federal Customer Experience and Service Delivery to rebuild trust in Government [1]. An alarmingly high percentage of citizens rated government service experience as “poor” or “very poor” according to American Customer Satisfaction Index, 2021.
2023, McKinskey conducted a survey of 30,000 customers to assess their experience with more than 40 high-impact service provider (HISP) commitments and five life experiences prioritized in the 2021 executive order on transforming customer experience in federal agencies [2]. While citizen satisfaction has increased in most categories, government still lags behind the private sector, and the satisfaction in US Federal Government overall ranks lower than the lowest-rated federal service.
In the quest for progress and effectiveness, governments are increasingly embracing a customer-centric approach, revamping processes, enhancing communication and collaboration, and implementing user-friendly platforms. By leveraging technology and intelligent analytics, they aim to create more efficient systems that prioritize the needs and experiences of their citizens.
The growing recognition of the importance of citizen engagement has paved the way for increased involvement in the decision-making process and policy formulation. Governments are acknowledging that inclusive governance requires active participation from citizens, who possess valuable insights and perspectives. By involving citizens in decision-making processes, policymakers can ensure that policies align with the needs and aspirations of the people they serve. It fosters transparency, strengthens democracy, and build a sense of ownership among citizens, ultimately leading to more effective responses. We see advancement on government’s digital communication including portals, social media channels, automated surveys and polls.
Many government platforms are being designed with a citizen centric approach, focusing on ease of use, accessibility, and personalized experience. Call centers, chatbots, and online helpdesks are being advanced to provide citizens with timely support, information and interactive experience. Governments are working with technology firms to further enhance experience leveraging automation, integrating AI to Interactive Voice Response (IVR) systems. Those efforts shall lead to effective customer support that will build trust, enhance transparency, and ensure that citizens feel valued and heard.
Governments have access to vast amounts of data, ranging from demographics information and social media sentiments to economic indicators and service usage patterns. By effectively harnessing and analyzing this data, governments can give valuable insights into the needs, expectations, and behaviors of their citizens. Data-driven insights can provide government with making evidence-based decisions that are grounded in objective analysis rather than intuition and speculation. This approach ensures that policies are designed to address specific challenges and opportunities, and that resources are allocated in the most efficient and effective manner. Data-driven decision making also facilitates the evaluation and monitoring of policy outcomes.
By continuously collecting and analyzing relevant data, governments can assess the impact of their policy and programs, identifying successes and areas that require improvement. Furthermore, data-driven decision making promotes transparency and accountability in governance. Government base their decisions on empirical evidence and transparently communicate the data-driven rationale behind their actions, citizens can better understand the trust decision-making process.
This enhances the relationship between governments and citizens, fostering a sense of transparency, fairness, and inclusivity. It is important to note that data-driven decision making should be accompanied by responsible data governance practices, including privacy protection and ethical behaviors. The synergy between digital government and citizens lays the foundation for a collaborative approach to government, empowering citizens and enabling governments to provide more responsive and effective services.
As the roadmap to citizen satisfaction and government organizations to merge and fluently come together, and as the needs and expectations on both ends are continuously evolving, further investments to technological advancement needs to be made. We explore a few technology trends that can facilitate and further improve the relationship between governments and citizens, creating a more transparent, efficient, and accessible government system.
Improve service delivery and uncover new opportunities by combining user experience (UX), citizen experience (CX), employee experience (EX) and multi-experience (MX)
Improve IVR functionality and experience by increasing conversational AI, with the cutting-edge technology of Natural Language Usage (NLU) and Machine Learning (ML)
Automate complex and repetitive tasks in strategically integrating artificial intelligence (AI), machine learning, robotic process automation (RPA), intelligent business process management suites (iBPMS), low-code/no-code tools
[1] https://www.whitehouse.gov/briefing-room/presidential-actions/2021/12/13/executive-order-on-transforming-federal-customer-experience-and-service-delivery-to-rebuild-trust-in-government/
[2] https://www.mckinsey.com/industries/public-sector/our-insights/how-us-government-leaders-can-deliver-a-better-customer-experience
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