The traditional, one-size-fits-all approach to engaging human services clients is becoming increasingly ineffective. Historically, agencies relied on compliance-driven outreach and generic messaging, but today’s beneficiaries demand personalised interactions that address their unique circumstances.

Transitioning to an experience-led approach requires a strategic foundation. Agencies must define programme goals, identify target populations and foster a culture of experimentation. By aligning data and content, agencies can create highly relevant experiences that resonate with clients and guide them toward the “next-best-action.”

This is especially crucial for human services programmes. Proactive, personalised communications delivered through clients’ preferred channels can dismantle bureaucratic barriers, optimise processes and offer more timely support. Such a customer centric approach enhances the relationship between the agency and the public, driving increased programme utilisation, client engagement and improved outcomes.

Nevertheless, achieving seamless, personalised experiences often creates operational challenges. Fragmented data, systems and teams frequently result in inconsistent and confusing interactions.

Three emerging technologies to assist human services agencies.

1. Customer data platforms (CDPs).

CDPs consolidate data from various systems and touchpoints to provide a unified, real-time view of each individual. While customer relationship management systems and data management platforms help organise and maintain client data, CDPs enrich this data by combining operational, transactional and behavioural information. This results in highly personalised and relevant experiences.

2. Journey orchestration tools.

These tools facilitate seamless, omnichannel experiences that centre on the customer.  They allow individuals to interact with government services at their convenience and through their preferred channels. By responding to real-time signals — such as missed appointments, life events or eligibility changes — agencies can automatically trigger timely, relevant messages to guide individuals toward the support they need.

3. Customer journey analytics.

Agencies can use customer journey analytics to integrate data from both online and off-line sources, uncovering deeper insights and visualising customers’ cross-channel journeys. This helps agencies identify which channels are most effective, where people disengage and strategies for re-engagement.

How governments can elevate their customer experiences to match the private sector.

Retail, travel and healthcare sectors are already leveraging these advanced tools to deliver personalised experiences, fostering innovation and growth. Human services agencies can similarly adopt these strategies to achieve their mission-critical objectives, enhancing service delivery, client satisfaction and resource optimisation.

Modernisation involves more than just technological upgrades — it requires a fundamental shift in operational and value delivery practices. For example, DICK’S Sporting Goods serves more than 150 million customers through 850 shops and online channels. By being in the right place at the right time with the right products, DICK’S supports athletes of all levels. This customer experience (CX) methodology used by DICK’S and other leading brands can address challenges faced by the public sector.

Government clients are the same consumers who interact with brands like DICK’S. Therefore, they expect similar levels of service from government agencies. The notion that experiences only need to be “good enough for government” is outdated. Instead, agencies must strive to meet or exceed the high standards set by leading consumer experiences.

The state of Oklahoma exemplifies this shift. The state is committed to providing a simple, seamless and secure customer experience comparable to top consumer experiences. Matte Pinnell, lieutenant governor of Oklahoma, emphasises the importance of setting high standards, “As consumers, we know the value of engaging, trustworthy and streamlined websites. For Oklahomans, we aim to set a similarly high bar, comparing ourselves not only to other government entities but to leaders in ecommerce and technology.”

The journey toward CX transformation demands careful planning, investment and a commitment to continuous improvement. By adopting an experience-led approach and leveraging emerging technologies like CDPs, journey orchestration tools and customer journey analytics, human services agencies can follow the lead of successful brands. This transformation will enhance service delivery, improve client satisfaction and optimise resources, ultimately leading to better outcomes for those served by these agencies.

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