As the development of digital tools continues to move ahead at an increasingly rapid pace, so too do the opportunities to create an authentic end-to-end customer experience (CX).
Online engagement tools are at the centre of this digital transformation, and we will look deeper into how this has occurred.
The difference in customer engagement between government agencies and private companies
Within the government context, engaging with the customer is a more complex practice than when a private sector company is engaging with its consumers.
Private companies typically create personas of their target consumer (or customer) and design their products, services, marketing and engagement strategies to reach, connect and retain these targeted consumers.
In government, a fundamental statutory requirement is providing services, infrastructure and programs to a diverse customer base, resulting in more complexity in delivering exceptional citizen engagement.
How government agencies can benefit from online citizen engagement tools
Online digital tools, such as Engagement Hub, are designed to be intuitive for the user.
These tools provide a vehicle for them to have a voice in decision making at any time and anywhere, with minimal contact with the organisation’s employees, resulting in reduced costs.
An effective and well-designed online engagement platform that includes tools for ongoing citizen satisfaction measurement reduces the demand on government employees to provide direct interaction and increases satisfaction.
These platforms also allow for the creation of journey maps, to deliver consistent 360-degree citizen experience. Engagement requires that the user (customer/citizen) is at the heart of the project, rather than individual departments and restrictive processes.
Poor customer experience and a lack of well designed consultative processes results in a lack of trust of government, a poor attitude regarding the effectiveness of a government organisation, and stress on the citizen-facing employees.
Improved citizen experience and engagement results in cost benefits, as well as increased efficiencies, trust, relationship building and employee engagement.
Why Engagement Hub is the top choice for the public sector
Designing a customer experience (CX) and user experience (UX) for effective engagement requires extensive preparation, including undertaking persona (stakeholder) analysis to identify how your citizens may differ based on a range of factors including demographics/segmentation (eg: youth, young families, pet owners, sporting bodies, seniors), motivation, behaviours, channels to reach them, and the best engagement tools to interact with them and obtain their feedback. A one size fits all approach does not work for citizen engagement.
A report for the Californian Government found that people who interact with their governments universally want them to become simpler, faster and easier to navigate. A 2014 multi-state survey about satisfaction with state services revealed widespread citizen frustrations with “the complexity of processes, the slow speed of service, and the effort required navigating through processes.” ( The Customer Comes First: Improving the Government User Experience, 2015 ).
Join the digital revolution and transform your citizen engagement with Engagement Hub
Powerful online citizen engagement software, Engagement Hub features twenty-three informative and feedback tools that enable government organisations to design consultative processes in response to different stakeholder groups.