Page 22 - GCN, Jun/July 2016

SERVING THE CITIZEN
EMBRACE DIGITAL TO IMPROVE
CITIZEN EXPERIENCE
The manner in which consumers interact with commercial online businesses
is changing their expectT
ations of government services.
ODAY’S DIGITAL CONSUMER
has high expectations for access to answers and information. In this world of Siri and Google, citizens expect to be able to access services
channel they prefer. Ensuring consistent and convenient access to government agencies goes a long way in promoting a positive citizen experience.
Map the Citizen Experience
Before agencies can improve outward-facing channels, they must examine inner practices and procedures to assess what is working and what needs to be improved. When agency leaders put themselves in citizens’ shoes, they’re more likely to identify opportunities to improve citizen engagement and increase par- ticipation. Agency leaders can map the citizen experience, using a three-step process:
1. Identify: Pinpoint agency goals, challeng- es and processes. How do they relate to the citizen experience?
2. Learn: Gather information about the cit- izens who use agency services. Why are they engaged? How do they perceive their journey?
3. Leverage: Collect and analyze data to become more citizen-centric. Based on this information, define goals for improvement.
Make Incremental Changes
Incremental changes motivated by data from this type of examination will go much farther toward creating positive citizen experiences. That being said, the most effective and innovative programs often shoot for the largest audience. Agencies should aim to create the most substantial impact possible. Implementing solutions with intention is a slower, but more rewarding process in the long run. It will lead to increased citizen engage- ment and satisfaction for both agencies and the citizens they serve.
Bob Ainsbury is the Chief Operating Officer at GovDelivery.
SPONSORED CONTENT
BOB AINSBURY
CHIEF OPERATING OFFICER, GOVDELIVERY
from government agencies the same way they access services from private sector companies like Uber.
According to the American Customer Satisfaction Index Federal Government Report, U.S. citizen satisfaction levels for the federal government are declining. They’re actually lagging behind the commercial industry. Public sector satisfaction hovers around 64 percent, compared to roughly 80 percent in the private sector. Citizens are demanding more from their government—82 percent of respondents said improving citizen experience should be a top priority for 2016.
Though regulations and security often delay government technology adoption, several agencies are deploying defined solutions to help them connect with citizens in the most convenient way.
Take a Digital Approach
Government agencies need to leverage the 11 hours per day citizens already spend in front of screens. This means engaging them through mobile platforms and making relevant information more easily accessible. While government agencies have done a great job developing more responsive and in- tuitive web sites, they need to include other digital channels in their engagement strategy. According to a recent survey, the top three digital communica- tion channels for citizens are web sites (87 percent), social media (63 percent), and email (51 percent).
This approach puts citizens in control of their own experience. Citizens can reach out at a time that works for them and through the
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