Public Expectations Rise Creating Need for Government Agencies to Make CX a Priority January 25, 2021 Government agencies didn’t use to face the same pressure that the private sector has to deliver exceptional experiences to its customers, but they’re not getting a free pass anymore. Many citizens are demanding that government agencies deliver the same convenient online experiences they get from businesses. For government agencies, that means dedicating time and resources to digital solutions that will help improve their customer experience (CX). There’s definitely work to be done. According to a Deloitte survey, 73% of state and local government officials believed their organization’s digital capabilities were behind those in the private sector. For those government agencies who recognize the importance of making CX a priority, here are some key takeaways from our recent white paper to get started. CX Adoption Hurdles A big obstacle that has hampered CX efforts is the myth that because government agencies have a monopoly on the services they provide, they don’t have to be as concerned with customer satisfaction. Because unlike in the private sector, when a customer has a poor experience, citizens can’t take their business elsewhere. But this myth is slowly being busted as citizen expectations continue to rise. Government agencies must recognize that they can no longer push the CX can down the road any longer - citizens simply won’t put up with subpar experiences from anyone anymore. Another hurdle many government agencies face is an inability to access data that accurately reflects the customer journey. This makes it virtually impossible to identify and address gaps in the customer experience. Until these hurdles can be cleared, government agencies will continue to fall behind on customer experience. Customer Journey Mapping Is Key for Digitization Digitizing a government agency is time-consuming and costly but for government agencies looking to improve customer satisfaction, it’s worth the time and money spent. Now, it can be tough to know where to begin and how to best put scarce resources to work. A good starting point is creating a customer journey map of each citizen segment. This will help build a better understanding of how their current experiences are unique, what their pain points are, and where improvements need to be made. Having this information is particularly important for government agencies because part of their mandate is to serve all citizens. This is an additional layer of complexity since each citizen group has very different needs and expectations. Knowing what makes them tick (traits, behaviors, needs, and beliefs) allows government agencies to develop digital solutions that meet the diverse needs of all citizens. Some of the Benefits of Implementing CX We know that implementing CX requires a comprehensive strategy and a commitment from all levels of the agency. This can be very challenging, begging the question - why bother? The benefits of CX are definitely not limited to the private sector. There are numerous reasons why you should make CX a priority, including: An effective CX plan reduces friction for citizens when they are interacting and transacting with governments. Removing barriers to access improves citizen experiences with their government, which in turn increases citizen satisfaction and trust. Effective digital tools can boost voluntary tax compliance, discourage benefits fraud, and improve employee morale. Public expectations are on the rise. To learn more about the importance of CX in government agencies, download our white paper. Back