{"id":413715,"date":"2021-12-24T16:16:03","date_gmt":"2021-12-25T00:16:03","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/customer-experience-and-trust-in-government"},"modified":"2021-12-22T17:09:41","modified_gmt":"2021-12-23T01:09:41","slug":"customer-experience-and-trust-in-government","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/customer-experience-and-trust-in-government","title":{"rendered":"Customer Experience and Trust in Government"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>On December 13, President Biden signed an executive order to rebuild public trust in government by improving customer experience with seamless, efficient and connected services. A lot is at stake. Poor customer experience (CX) can cause confusion and embarrassment, sometimes undermining elected officials and hurting legislation. Most importantly, poor service experiences erode trust and confidence in government.<\/p>\n<p><strong>Efficiency and Effectiveness Aren\u2019t Enough<\/strong><\/p>\n<p>In the past couple of years, public institutions have been pushed to deliver higher levels of services and information to citizens, businesses, customer agencies and more. It\u2019s been clear for many years that we can\u2019t scale the government workforce to match the demand for services. The challenge must be solved with technology; but removing or reducing human interactions can result in cold and impersonal experiences that prioritise efficiency and effectiveness. Service delivery must also prioritise empathy.<\/p>\n<p><strong>Transformational Customer Experience Requires Empathy<\/strong><\/p>\n<p>Engagement with government starts with a person \u2014 and the journey they\u2019re on. We\u2019re all on a journey, as are the government employees who serve citizens.\u200b When you deliver empathetic service you:<\/p>\n<ul>\n<li>Remember the customer and treat them as an individual so they don\u2019t have to repeat information. Similarly, a government employee doesn\u2019t want to ask for the same information from the same person more than once.<\/li>\n<li>Understand what citizens and employees need.\u200b<\/li>\n<li>Proactively engage to make the journey easier for each individual.<\/li>\n<li>Make the experience easy and intuitive\u200b.<\/li>\n<\/ul>\n<p>\u200bKnowing your customers means you understand them. Once you understand your customers, you can engage with empathy. And empathy builds trust.\u200b<\/p>\n<p>\u200bBut how do we do this at scale?<\/p>\n<p><strong>Empathy at Scale<\/strong><\/p>\n<p>To make empathy more concrete and actionable, we focus on four critical systems to deliver empathetic service:\u200b<\/p>\n<ul>\n<li><strong>Listening <\/strong>to learn about the person requesting services or information<\/li>\n<li><strong>Understanding\u00a0<\/strong>what the person needs and\u00a0<strong>predicting <\/strong>the right way to respond<\/li>\n<li><strong>Acting <\/strong>with services or information to support the person<\/li>\n<li><strong>Learning <\/strong>from the outcomes of that response to continuously improve\u200b<\/li>\n<\/ul>\n<p>\u200bLooking at empathy this way makes it more tangible. These systems are actions. Technology can support these actions to make services more effective and make the delivery of empathetic service scalable.\u200b<\/p>\n<p><strong>Technology Enables Empathy<\/strong><\/p>\n<p>Data and artificial intelligence (AI), combined with voice and digital engagement capabilities, are critical for the systems of listening, understanding and prediction, action, and learning that make empathy at scale possible.\u200b<\/p>\n<ul>\n<li>We leverage historical and real-time citizen engagement data to\u00a0<strong>listen <\/strong>to who is interacting with us and how they are interacting \u2014 at scale.\u00a0\u200b<\/li>\n<li>We can leverage employee data to\u00a0<strong>understand and predict <\/strong>what\u2019s needed and what or who\u2019s most helpful to support the constituent with services and resources they need.<\/li>\n<li>We<strong>\u00a0act\u00a0<\/strong>by delivering the right resource, information or service through the right communication engagement channels at the right time. That could be FAQs on a webpage or human engagement for more complex issues.<\/li>\n<li>We return to AI to continually<strong>\u00a0learn <\/strong>and improve our actions and successful outcomes.<\/li>\n<\/ul>\n<p><strong>No Wrong Door<\/strong><\/p>\n<p>President Biden\u2019s executive order moves government CX beyond a transactional approach. The order specifies that government agencies will identify customer life experiences that trigger engagement with government services and reduce barriers to access with an admirable \u201cno wrong door\u201d approach.<\/p>\n<p>A focus on life experiences and \u201cno wrong door\u201d should support more proactive service delivery and helps increase awareness of government programs during times of need. It also reduces the \u201cpain and friction\u201d many feel while navigating government agencies for services and information. Enabling self-service with intuitive web experiences \u2014 and expanding communication options to include web, chat, email and social channels \u2014 will also help reduce the \u201cpain and friction\u201d that occur when engagement only happens through in-person meetings and paper-based processes.<\/p>\n<p><strong>Empowerment Through Automation, Integration and Orchestration<\/strong><\/p>\n<p>Automation and orchestration provide critical capabilities to deliver a connected experience across all touchpoints a person has with government. The organisation can also leverage these capabilities to create a supportive and empowering experience for government employees who provide services to citizens.<\/p>\n<p>Automation eliminates mundane work, such as filling out multiple forms with the same information. Integration ensures the systems of record for different departments and agencies can be accessed across one digital ecosystem for citizen engagement. And, orchestrating systems of listening, understanding and predicting, acting, and learning supports proactive and seamless service delivery at each stage of a person\u2019s journey.<\/p>\n<p><strong>Of the People and for the People<\/strong><\/p>\n<p>During the pandemic, government agencies have made remarkable progress expanding and scaling services while shifting to remote work. This progress was made possible by public servants \u2014 employees committed to making government work. I\u2019m optimistic President Biden\u2019s order will build on this great progress and empower government employees to deliver exceptional personalised empathetic service experiences to citizens.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; On December 13, President Biden signed an executive order to rebuild public trust in government by improving customer experience with seamless, efficient and connected services. A lot is at stake. Poor customer experience (CX) can cause confusion and embarrassment, sometimes undermining elected officials and hurting legislation. Most importantly, poor service experiences erode trust and [&hellip;]<\/p>\n","protected":false},"author":695,"featured_media":413722,"template":"","tax_priority":[],"tax_blogtype":[17766],"tax_blogcategory":[15928,13214,17624],"tax_contenttheme":[],"tax_bundle":[],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-413715","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-executives-en-sg","tax_blogcategory-ai-and-machine-learning-en-sg","tax_blogcategory-digital-en-sg","tax_blogcategory-industries-en-sg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/413715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/users\/695"}],"version-history":[{"count":3,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/413715\/revisions"}],"predecessor-version":[{"id":413724,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/413715\/revisions\/413724"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media\/413722"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media?parent=413715"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_priority?post=413715"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogtype?post=413715"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogcategory?post=413715"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme?post=413715"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_bundle?post=413715"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme2?post=413715"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_capability_sitewide?post=413715"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_products_programs?post=413715"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buying_job?post=413715"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buyer_persona?post=413715"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_sector?post=413715"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_segment?post=413715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}