Nobody was prepared for the speed of digital transformation that happened in 2020. More than most industries, the stakes were high as the public sector transitioned towards digital. The success of Covid-19 response programmes such as vaccinations, PPE procurement and test-and-trace have relied on the government’s ability to adapt to new digital patterns, form relationships quickly and attract mass participation. The lessons from these campaigns have highlighted the ongoing need for continued transformation across government. In the 2021 Public Sector Trends Report, 66% of respondents reported ‘unusual growth’ in digital and mobile visitors during the last six months of 2020. On top of that, 37% said they were ‘not very advanced’ when it comes to customer experience. Over the last year, public sector organisations have faced a unique set of challenges - such as building connections with groups that have very distinct requirements online, such as the elderly and vulnerable. It’s clear that there’s no longer a ‘one size fits all’ approach to digital.
Our top recommendation for 2021:
Public sector organisations should focus on experiences, not just interactions. Our 2021 report identified an opportunity for organisations to use AI to expand their digital strategies and create seamless, personalised engagements that are increasingly becoming the norm in other sectors.