Page 50 - FCW, July/August 2018
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   CITIZEN ENGAGEMENT
Mapping to improve
 the citizen experience
Bonnye Hart
Senior Director of Customer Success and Digital Engagement Services, Granicus
tools (Twitter, Facebook, LinkedIn, etc.) and group them into positive, neutral and negative. Start with the negative; you might notice a few easy fixes to alleviate confusion or frustration.
• Focus groups and surveys. Although data is incredibly valuable, there is nothing that compares to hearing a complete story directly from a citizen. For example, are there assumptions that citizens make about your organization? Do they avoid certain interactions with your agency based on those assumptions?
Better engagement begins with understanding how citizens interact with your agency and enhancing those experiences
AMODERN DIGITAL
government is one that provides
consistent, transparent and secure experiences for citizens. Although many organizations have taken great strides toward a citizen-centric approach to delivering their programs and services, mapping the citizen journey can be
an enlightening experience for any organization, no matter the size or scope. And it’s easier than you think.
Building a citizen journey map helps
tell the full story of the citizen experience and answers important questions about the citizen’s motivations and needs. Identifying where your audience interacts with your organization will help you pinpoint opportunities to enhance the experience, thereby increasing loyalty and satisfaction. Here are the steps to effective citizen journey mapping.
Step 1: Gather the right
team members
Across your organization, it might surprise you how many departments interact with citizens on a day-to-day basis. Your front desk employees are a great place to start. Where are they transferring calls? Gather the top five departments on the list (and any others you know that have a citizen connection) to begin the citizen mapping journey.
Step 2: Turn to the data
Citizen journey mapping is all about the data. What resources can help inform your team about citizen touchpoints? A few examples of important data to gather:
• Website analytics. Websites are often S-46 | SPONSORED CONTENT
a central hub for citizen connections and can teach you a lot about where people are going for information, where they’re getting stuck and how often they abandon the search altogether. Look for website referrals (where citizens are coming from) and bounce rates (which identify the pages that have the highest percentage of site abandonment).
• Social mentions. Social platforms can be powerful tools for connecting with citizens in a consistent and immediate way. Gather social mentions from primary
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