Today, citizens expect their interactions online to be relevant to them. There’s so much noise that anything else will simply get ignored.
With the amount of data and number of platforms out there, it’s never been easier to deliver relevant, personalized experiences—if you have well-defined audience segments.
Let’s apply this to our female entrepreneur’s journey. The agency knows about her browsing behavior and that she’s registered a business. The team can now leverage that data to further engage with her and learn even more about her.
For example, after she registers her business, the agency can send her an acknowledgement email and offer help with securing a small business loan. She may check the message on her phone and complete the steps on a table.
The agency would then know she engages with the agency on multiple devices.
There’s a lot more they can learn, especially from social activity, to further personalize the citizen journey. That way, she can get what she’s looking for quickly and efficiently.
This will keep her engaged with the appropriate agency and make her feel valued as a citizen. Remember, the goal is to provide a great experience for the user.
As users become more sophisticated, we need to get smarter about how we communicate with them. What we build needs to be relevant and understandable to them. Setting a strong foundation is the most important step, so we can continue to develop relationships with citizens in the long term.
The key takeaways from this are:
Begin any new web project by listening to your citizens through both qualitative and quantitative data
Draw upon insights in the data to determine what your citizen journeys look like, and what defines these groups of citizens
Choose imagery and messages to engage citizen segments according to their needs
Achieving relevance is not—but it's a lot easier if you leverage technology to serve your unique citizen group. Engaging in this way lights a clear path to knowing where to invest your dollars and what to do next, every time.