How Customer Experiences are Transforming Government-Citizen Relationships

April 9, 2018

By Kirsten Oelrich

The digital transformation wave is sweeping across the public sector. As more and more citizens expect governments to adopt the customer-centric outlook of private sector enterprises, we are witnessing a never-before consumerization of government services.

But this dramatic shift towards a consumer-first approach has created a formidable customer experience challenge for government agencies − today’s hyper-connected digital natives expect personalized, relevant, and consistent experiences across their digital journeys and government enterprises must gear up to meet this new norm.

Gone are the days when government-citizen engagement was just a routine, monotonous, outcome-oriented affair. The digital landscape of today is constantly evolving and government agencies must now find new ways to not just deliver service cost-effectively, efficiently, and securely, but also create relationships based on personalized 1-to-1 experiences.

However, as customer expectations continue to rise, managing experiences has become increasingly challenging. Keeping track of multiple touchpoints and providing a great experience on each one is a significant task.

Faced with these challenges, how can you create and deliver the next generation of government services to citizens across all channels and devices? How can you ensure that the experiences you deliver persuades citizens to trust in your mission?

Let’s look at the 3 key areas you must focus to attract, engage, and convert the always-connected consumer.

Enable a Multi-Channel Interface

Today’s always-connected citizens expect every brand-customer relationship to be active across channels and devices. And this is not limited to private sector enterprises alone. Citizens expect seamless omni-channel experiences with public sector companies at all times and across all touchpoints.

Listen to Your Customers

Feedback has conventionally been under-utilized by public sector agencies. But customers want to be heard—and agencies must take a feedback-based path to continuous customer experience improvement. Government enterprises can capture customer feedback through periodic batch surveys as well as immediate post-engagement follow-up surveys. These short, simple questionnaires enable agencies to find out exactly what customers think about them.

Engage Citizens Proactively

To build solid relationships with citizens, government agencies must act promptly and decisively to customer queries. They must also take the initiative and contact customers with relevant updates. Agencies that are proactive about customer communication don’t just build better customer relationships but also reduce costs.

Explore Additional Resources

Learn more on how to select the Right CMS for your business and excel the Digital Experience.

Reach out to our Adobe Experience Cloud Consulting team which specializes in helping you deliver seamless, intelligent, and personalized customer experiences.

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About TA Digital

TA Digital is an innovative digital transformation agency, specializing in delivering digital experience, commerce, and marketing solutions. For nearly two decades, we have been helping traditional businesses transform and create dynamic digital cultures through disruptive strategies and agile deployment of innovative solutions. We are known as a global leader in the digital technology industry for helping marketing leaders achieve their revenue targets, create profitable, omni-channel customer and commerce experiences. TA Digital has high-level strategic partnerships with digital technology companies AdobeMicrosoftSitecoreAcquiaMarketoSAP HybrisElastic Path, IBM Watson Marketing, Coveo and Episerver. The company was named on 2013, 2014, 2015 Inc. 5000 list as one of the fastest-growing technology companies in the United States.