Page 52 - FCW, July/August 2018

CITIZEN ENGAGEMENT
Fine-tuning
the citizen
experience
Data analytics can help agencies predict citizen needs and modify services to meet those needs
Sean Brophy
Regional Vice President of Public Sector Sales, Tableau Software
in delivering an optimal customer experience. Platforms that collect and analyze data from agencies’ social media accounts, mobile apps and web-based services can deliver a 360-degree view
of the citizen experience. The use of data analytics is the only way to fully understand how citizens interact with all aspects of government.
By learning to view each citizen as
an individual, agencies can begin to
take actions that improve the citizen experience. Those improvements involve helping individuals navigate through the various levels of government programs and services and delivering those services to each citizen based on his or her needs.
Data makes it possible for agencies to predict and target the needs of citizens more accurately and then modify the services delivered. Furthermore, agencies can match programs and resources to the highest-priority citizen needs, ensuring that no one is left behind and that at-risk citizens receive the services they need. And a citizen-centric approach can lower the cost of delivering services without compromising the quality of those services.
The best technology for the job
Agencies must encourage their employees to be more creative and innovative in providing citizen services by listening
to ideas and suggestions on process and system improvements from frontline employees who interact directly with citizens and from backroom employees who are tasked with implementing the technology changes required to deliver an
CITIZENS ARE increasingly demanding the same level
of digital engagement from
government agencies that they are accustomed to receiving from the private sector. Those expectations can range
from basic access to information through traditional web portals to complex content presented in embedded dashboards on citizen-facing websites and even more sophisticated, mobile app-driven services such as the ability to apply for or check
on the status of benefits or make online payments and service requests.
All those services require data and a powerful analytics platform to deliver that data to stakeholders. As agencies seek to modernize their IT infrastructure, they must embrace a model that views the citizen as the center of all activities and aligns technology around that concept.
Tailoring services to individuals
Data and analytics play a critical role
Nevada31/Shutterstock/FCW Staff
S-48 | SPONSORED CONTENT