embracing citizen expectations in a digital world€¦ · technological advancements and the use of...

Embracing Citizen Expectations in a Digital World

2 0 1 7 G O V E R N M E N T C U S T O M E R E X P E R I E N C E I N D U S T R Y R E P O R T

gdit.com/cx

Are you delivering the Customer Experience (CX) citizens expect? Do you know how your customers prefer to engage? Do you have the appropriate tools and processes in place to ensure you are delivering successful CX from start to finish?

CX is how citizens perceive their interactions with organizations, and it is a top priority for those who want to lead the pack in today’s private and public sectors. In recent years, consumers have become more demanding as technology has fundamentally changed the way in which they interact with government, businesses and individuals. In response, savvy industry leaders have shifted their focus from the organization to the consumer, in order to provide effective and engaging experiences.

Within the public sector, chief information officers have actively started to introduce CX practices and are investing in technology to improve interactions with citizens – almost 75 percent of federal employees surveyed recognize CX as a priority for their agency (Fig. 1).

It is important to distinguish CX from customer service. If a citizen has a positive call with a contact center, that is an example of good customer service. In contrast, CX focuses on providing the culmination of positive interactions over time with the consumers’ convenience in mind. CX is a proven approach and culture that focuses on operational effectiveness and customer satisfaction.

MethodologyThis report is based on industry research and associated materials commissioned by General Dynamics Information Technology in 2017. Surveys were completed by senior federal employees responsible for delivering citizen-facing services at 11 government agencies. The first study – Federal Government Insights: Delivering Positive Customer Experience – shares feedback from 100 respondents in a survey conducted by Market Connections, Inc. The second – A Digital Revolution in Government Customer Experience – details research from 170 respondents conducted by GovLoop.

Customer Experience is the customer’s perception of their experience across key touchpoints and interactions throughout their journey, over time.

F I G . 1

Customer experience is an agency priority

75%

Yes6%

No

19%

It’s a priority, but not an important one

2 | 2017 Government Customer Experience Industry Report

The shift toward CX is a result of empowered consumers. Equipped with smart phones, constant access to information and the ability to reach the masses through a tweet or social media post, customers now expect easy and fast service anywhere, at any time.

Private sector CX leaders, including Amazon, Southwest® and USAA®, deliver holistic customer experiences from beginning to end, earning a positive reputation and favor over business rivals. Their consistent messaging at each customer touchpoint, as well as transparency and convenient communication channels, sets the stage for a positive customer journey and overall satisfaction.

Although government services, such as passport renewals, have little or no direct competition, the public sector is not immune to consumer demands. Government agencies are evolving and making more decisions based on customers’ needs, wants and expectations. The inability to meet public expectations can translate into unwanted media scrutiny, unexpected budget expenditures and missed opportunities to improve operational efficiencies, all of which impact an agency’s profile and mission.

Technological advancements and the use of data analytics are important components that will enable government organizations to exceed citizens’ expectations. Agencies can deliver successful CX programs by leveraging omni-channel communication technologies, customer relationship management systems, as well as automation and knowledge management tools, to help promote a positive customer journey.

The landscape for consumer and agency interaction is changing.


Based on customers’ private sector experiences, the U.S. government needs to accelerate the shift in service delivery from agency-focused to citizen-focused.


Government agencies recognize the value in CX investment and are eagerly embracing its many benefits. Survey respondents identified the top three reasons CX technologies can support their agency:

● Better service to citizens

● Improved agency/government reputation

● Increased employee productivity

A successful CX strategy improves service delivery, operations and employee engagement.

Investing in CX initiatives and associated technologies not only improves citizens’ experiences; it enables agencies to streamline operations, reduce costs and enhance security (Fig. 2). CX also increases customer satisfaction and employee engagement.

● Operational costs: Breaking down silos and streamlining processes eliminates redundancies and duplication of efforts. It also helps organizations reduce operating costs. For example, developing self-service in line with citizen demands (rather than solely relying on call center agents) provides value; automates lower-level, paper-based tasks; and encourages employees to deliver more personalized, innovative solutions.

● Customer satisfaction: Agencies that implement CX best practices can deliver more personal, seamless and consistent experiences across all channels. By empowering citizens to seamlessly and accurately achieve their goals, their trust in an agency increases.

● Word-of-mouth: Public opinion improves as citizens’ experiences with services advance. Over time, public advocacy increases, which translates into a more positive perception of agencies and services.

● Employee engagement: Providing the tools, technology and information that enables employees to better help their customers makes their job easier and more rewarding. With the right tools, they can be more strategic, productive and focused on creative problem-solving, resulting in increased employee satisfaction (Fig. 3).

F I G . 2

Top benefits of improving CX delivery

F I G . 3

Agencies lack confidence in CX delivery

Increased Customer Satisfaction

Positive Public Reputation

Consistent Customer Experience

two thirdsgovernment employees feel their agency either falls short or only meets expectations

< one thirdgovernment employees feel they fall behind the curve

When comparing CX in the federal government to the commercial sector, the majority of respondents do not believe their agency is as advanced. However, they do believe that government is making improvements in its CX delivery (Fig. 4 and 5).

Unlike commercial organizations, there are obstacles the public sector may encounter when implementing CX initiatives and tools. Bureaucracy, regulations, heightened security, legacy technology and lack of funding can all serve as barriers to better CX. Yet, consumers still expect to connect to government in the same way they engage with commercial entities – on the device they choose and at the time that works best for them.


F I G . 4On a scale of 1-5, how advanced is government CX compared to the commercial sector, with 1 being not advanced at all and 5 being very advanced?

F I G . 5

Agencies believe CX is improving

48%

Improving

12%

Getting worse

40%

Stayingthe same

3 36%

4 12%

5 10% 15% 1

27% 2

Comparing government CX with the commercial sector.

Successful CX optimization includes aligning people and processes, as well as technology. More than 77 percent of survey respondents believe CX technology is critical to improving interactions with the federal government. They identified automation, knowledge management and analytics tools as the top three technologies in which to invest (Fig. 6).

● Automation improves customer service and reduces the burden on employees. It is highly desirable for today’s thinner government workforce because it enables simpler, routine tasks to be handled by a machine and allows personnel to focus on more complex interactions.

● Knowledge and content management tools help ensure consistent messaging through the various platforms, such as social media, websites and mobile devices.

● Analytics and reporting tools enable agencies to identify issues in the customer journey and use customer feedback to improve service delivery. Government can use analytics to predict customer behavior and anticipate future needs.

When asked which top three technologies would most impact government agencies’ ability to improve CX, respondents selected customer relationship management (CRM) tools, omni-channel platforms, and the previously mentioned knowledge and content management tools (Fig. 7).

● A CRM system is critical for understanding where a customer started their journey and all the touchpoints along the way. A CRM tool prevents customers from repeating their information or situation by enabling government agencies to track each interaction.

● Omni-channel platforms provide customers the option to communicate with agencies when and how they choose. Whether through online chat, email or by phone, each customer has a communication preference. Government agencies increase access to services and build trust when they provide multiple communication options.


Implementing technology is key in improving CX and building trust.

These advanced technologies can transform the relationship between government agencies and its constituents (Fig. 8), yet 71 percent of survey respondents said there are no plans to invest in new technology to support CX efforts in the next six months to a year. Unfortunately, funding remains one of the roadblocks to delivering better CX.

F I G . 6Top three CX technologies agencies plan on investing in

57% Automation

40% Analytics & reporting tools

40% Knowledge & content management tools

F I G . 7Top three technologies that will most impact CX

57% Customer relationship management tools

48% Knowledge & content management tools

50% Omni-channel platforms

F I G . 8Top three ways technology will improve citizen experiences with agencies

75% Flexibility to engage via a preferred channel

55% Fast, efficient, single-interaction resolution

67% Simplify processes

Secure Customer Communications

Consistent Customer Service

Cost Reduction

Seamless Customer Journey

2

3

4

5Improving agent productivity

Ensuring effective customer service

Reducing costs

Taking advantage of new technologies

5

4

3

2

Government employees indicated the two most challenging areas related to implementing a CX strategy are delivering a seamless customer journey and taking advantage of new technologies (Fig. 9). These issues are interconnected, since investment in CX technology is required to provide a seamless experience.

CX implementation is happening throughout government, but it is an evolving strategy incorporating technology investment, CX organization design and cultural change. While improving service delivery is a key focus, compliance with regulatory requirements and security remain government top priorities (Fig. 10).

CX implementation is an on-going process that requires obtaining internal buy-in and support from the beginning. Agencies must develop and adhere to a clear vision and strategy and understand customer expectations. The impact of newly adopted technologies and processes should be measured to understand the operational impact, areas for improvement and overall consumer / employee satisfaction. Although adopting CX practices and technologies takes time, an agency’s mission will be significantly advanced through the execution of an effective CX strategy.


CX adoption pushes agency missions forward.

F I G . 9Top challenges holding agencies back

F I G . 1 0Top priorities in CX implementation

Regulatory Requirements1Delivering a seamless customer journey 1

1. Develop a Clear Strategy and Vision

To be truly successful, CX must be a strategic initiative, not an ad-hoc directive. By embedding CX into the overall enterprise strategy, it aligns people across the organization and signals that CX is just as important as all other initiatives. Without a clearly defined vision that is informed by customers and embraced by employees, a strategy will fall apart or become fragmented.

2. Embrace Customer Insights

In order to understand a customer, an organization must utilize various forms of data. It is more than using the data already on hand, but additional tools are needed such as focus groups and customer panels, observational analysis, voice and text analytics, and social sentiment to allow organizations to fully understand their customer. Specific insights garnered from listening to the customer can help shape solutions, products and processes that improve their experiences.

3. Align CX with Technology and Processes

When implementing technology the customer will use and find valuable, organizations must design and develop it with them in mind. Similarly, it is key to consider the employees using the technology. By leveraging data, personas and journey mapping as a guide, organizations can better understand customer and employee needs to bridge the gap between business and IT.

4. Refine Through Measurement and Analytics

A CX strategy needs to be actionable and enable adjustments based on how well an organization is, or is not, doing. Organizations need to identify metrics to help them gauge how well they are performing, pivot where necessary and understand if specific refinements have resulted in progress.

5. Create an Empowered CX Organization

To help shepherd CX throughout an organization, it is vital the team is empowered with sufficient dedicated resources and executive support. It is also important to give the team autonomy and a defined budget to avoid negotiation and competition with other initiatives and resources.

6. Transform Culture for Organizational Change

One of the most important ways to ensure CX remains sustainable is to focus the same energy on employees as the customer. There are four key tactics an organization can implement to help become more customer-centric:

● Communication and Training: Employees must understand what CX is, how to deliver on the CX vision and how they fit into the overall strategy through consistent messaging and training.

● Hiring: Recruiting and hiring employees to support CX includes understanding the skills needed in the organization and learning how to identify individuals with CX skills and experience.

● Rewards and Recognition: Regularly rewarding and recognizing employees throughout the year helps motivate staff by demonstrating what good CX looks like and provides accountability.

To drive CX success, organizations must define and adhere to a strategy, listen to the customer, refine tactics based on metrics analysis, ensure the right technology and processes are in place, and create an empowered team and strong CX culture.

With a clear CX vision and strategy, government organizations can deliver a successful CX journey for citizens that helps meet the agency’s mission. Here are six steps to take to increase customer and employee satisfaction.


Enhance your agency’s CX and help achieve positive results with these six steps.

Just the beginning.

A successful CX strategy provides government agencies the opportunity to identify cost savings, improve customer satisfaction and increase employee engagement, resulting in mission efficiency and effectiveness. Through strong leadership, openness to change and a commitment to continued improvement, organizations will successfully realize the long-term benefits of a CX program.

Visit www.gdit.com/cx to learn more.

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