Page 44 - FCW, July/August 2018
P. 44

   CITIZEN ENGAGEMENT
The drive toward
 citizen-centric services
People expect the same type of digital experience with government that they have with commercial brands
John Landwehr
Vice President and Public Sector CTO, Adobe
adequately meet their needs. (Those insights are available in a report titled “Delivering Experiences That Count.”)
A personal experience
Unfortunately, many agencies are still struggling to modernize their legacy IT for the digital-first era. That situation inevitably erodes citizens’ trust in the ability of their governments to adequately provide services. Therefore, agencies must develop a more strategic, citizen-centric approach to digital services.
Digital content must be highly relevant
to citizens and must help them achieve their intended outcome on an agency website quickly and efficiently. The design of the digital experience matters, with visuals
and content working in concert to provide optimal usability. With that context in mind, any transaction must also be accessible across all devices and to all users.
That goal remains a challenge for many government agencies. They are used to providing a range of information and services to fit the broadest segment of the public, but in the digital era, they must now focus on making the experience more personal, tailored and responsive to individual user needs.
The goal is to engage in a conversation that builds a stronger relationship between government and citizen.
Cybersecurity and
strategic planning
To achieve that goal, agencies must become adept at analyzing digital experiences. They need to know how users want to interact with their web-based content every step
THE PRIVATE SECTOR has led the way in developing digital services designed to keep customers engaged and satisfied. Citizens have grown to expect that same seamless, user-centric experience when they interact with the government.
Agencies are making progress. Citizens can now access government services using a range of devices, from desktop computers and laptops to tablets and smartphones.
However, an October 2015 Deloitte survey (“The Journey to Government’s Digital Transformation”) found that 70 percent of government officials believe their agencies still lag behind the private sector in digital capabilities.
In a study conducted by U.K.-based consultancy WPP of more than 7,000 citizens in seven countries in June 2017, the majority of respondents reported that digital government services do not
             davooda/Shutterstock/FCW Staff
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