Page 32 - FCW, May/June 2020

Digital Experience
The digital government of
the future
The COVID-19 outbreak has revealed a clear route to better CX: Using the cloud for digital transformation
Tahera Zamanzada
Director of Digital Strategy, Global Public Sector, Salesforce
who their customers are and how they can move from reactionary to more prescriptive approaches when addressing customers’ needs. They can use those insights to create human-centered design frameworks as
part of their digital transformation plans while they continue to fine-tune their business processes and home in on mission effectiveness.
Lessons from the coronavirus pandemic
The unprecedented circumstances of
the coronavirus pandemic have made creating a digitally oriented workforce more important than ever. All government agencies will need to adopt innovative approaches to ensure that their customers have access to services regardless of what else is going on.
We are seeing Trailblazers spring into action every day by finding innovative ways to meet the immediate needs at hand. A majority are taking it to the next level and gearing up toward producing “plan ahead” teams, thereby actionable steps to provide long-term digital transformation for their respective agencies.
Agencies can empower employees to provide superior customer service by giving them a role in choosing intuitive solutions they can use with minimal training. As a result, employees will be more enthusiastic about using those tools.
Achieving the vision of digital transformation
The digital government of the future is secure, seamlessly interconnected and organized around the customer. That
RAPIDLY EVOLVING
technologies are giving agencies
the ability to spend less time on non-mission-critical tasks so they can spend more time serving customers’ needs. Customers include a typical constituent or citizen, an employee providing services, and even our airmen, sailors, marines and soldiers on the defense side. It’s all about redefining the experience for the specific agency’s customer.
The digital customer experience in government benefits tremendously from cloud technology because it supports mobile solutions in ways that otherwise would not exist and leads to much higher adoption rates plus happier customers. Cloud can also handle the fluctuating bandwidth of demands so that agencies can scale up or
scale down as needed. The key is to avoid the trap of replicating ineffective legacy processes and instead consider a more comprehensive, well-rounded, customer- centric approach.
Agencies should strive to provide
an omnichannel experience whenever possible by meeting customers where
they are and giving them multiple
options. Many agencies are developing intuitive landing pages or dynamic
portals that function well with PCs and mobile devices. Within those digitally transformed sites, customers can text with a live person or perhaps a chatbot, but if they prefer to call, they can connect with a live agent at a designated call center.
In addition, artificial intelligence solutions can help agencies understand
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