How technology transforms government service delivery
Citizens around the globe expect a lot from our digital experiences, including tailored and relevant content, simple user interfaces, and seamless secure engagement on any device. We can do so much with just a few taps on a screen, but it takes more than technology to make all this possible in government. It takes people, processes, and technology working together — seamlessly.
The power of this trio — when finely tuned — is especially clear when it comes to governments’ efforts to elevate the customer experience (CX). Simply stated, when digital services put the needs of citizens first, technology’s role becomes a complementary one. These government agencies, however, are still working toward perfecting the formula for driving rapid and far-reaching CX modernization.
Barriers fall, confidence soars
The COVID-19 pandemic crystalized the need for government agencies to move quickly and confidently when it comes to digitizing government services. And agencies of all sizes applied remarkable ingenuity to continue delivering critical services for their citizens when they mattered most.
Encouraged by these accomplishments, many government agencies are eager to accelerate their digital transformations.
This is apparent at the state level, with CIOs naming digital services as their number two priority for the second year in a row this year (cybersecurity leads the pack). And we see continued momentum and support, as well as new requirements at the federal level that are being introduced. Most recently, we’ve seen President Biden's Executive Order that requires agencies to gather feedback on customer experience, establish standards, measure performance, and benchmark to the private sector.
Digital first, but not digital only
All too often, citizens struggle to transact with government agencies — from tasks as simple as paying a parking ticket to processes as complex as enrolling a family member in critical social services. The process might involve a call to a contact center for assistance or even an in-person visit, which can add stress and time to what should be a straightforward process in addition to costing the government more money. And, while important, many calls involve routine questions that divert valuable call center resources from more complex inquiries and issues.
Imagine a new experience where a citizen can quickly and intuitively find what they’re looking for on a website, apply for the service they need with an electronic signature from their mobile device, and complete their transaction online easily and successfully without having to pick up the phone or travel to a government office. A positive digital experience — one that is equitable, accessible, secure, mobile-enabled, and multilingual — will optimize use of taxpayer resources, reduce call volume to the contact center, and will increase citizen satisfaction and trust.
This is where technology and process intersect to empower people, and we’re already seeing it in action.
Making a connection
The Los Angeles Department of Public Social Services (LADPSS), the largest social services organization in the US, effectively demonstrated how to combine people, processes, and technology to seamlessly and securely connect citizens with critical services.
Committed to elevating the delivery and efficiency of social services, LADPSS wanted to move beyond phone calls and physical office visits. It started by reimagining its website — its digital front door.
Using Adobe Experience Cloud and other Adobe tools, the department created and launched its new website in June 2020 — just as the pandemic was taking hold. Citizens could easily view benefits, connect with services, explore resources available, and more, from any device, when it mattered most. LADPSS also consolidated and cut content pages on their website by two-thirds, making it easier for people to find information. Plus, they added additional language options and continue to innovate by incorporating user feedback.
What it takes
Government organizations have never had more tools, models, and inspiration available to succeed in introducing and expanding digital services. It’s important to begin by thinking of technology as a robust set of tools and processes that help build and deliver:
- An optimized experience from any device, anytime, anywhere
- Personalized, relevant information
- Rapid and secure online transactions
- Adaptive content where text, images, and forms render perfectly, regardless of device or screen size
- Data and predictive modeling that helps determine which content each citizen should receive and over which channel
Modernized digital services and workflows allow government agencies to make it possible for all customers to access the services they need, when they need them. And this embodies the true sense of digital government solutions that put people first.
Contact Adobe’s government team or your account executive to learn how Adobe can help you elevate your agency’s CX with the perfect combination of people, processes, and technology.