2025
Sithar Norbu is the Chief Program Officer at Public Service Delivery Division,Prime Minister’s Office, Royal Government of Bhutan, where he leads national efforts to improve how citizens interact with government services.Through this Trailblazer feature, Sithar reflects on what drives his work, the systemic changes underway in Bhutan, and his vision for a more inclusive, responsive public sector.
How It All Started
Sithar began his journey into (CX) with a clear understanding of the struggles faced by citizens, especially those in Bhutan’s rural and remote areas when trying to access public services.
“These challenges did more than delay service; they undermined dignity and ran counter to the principle that ‘Government must adapt to the needs of citizens instead of citizens running after the government.’
This belief became the foundation for his work. Early in his career, he contributed to initiatives like the Dzongkha Localization Project, the establishment of Community Service Centers in every gewog, and G2C (Government-to-Citizen) services. These experiences helped him see the importance of designing government systems “that are simpler, more inclusive, and truly designed around the needs of the people.”
Since those early initiatives, Sithar has continued to focus on building government systems that are empathetic and accessible, and advancing governance that genuinely responds to the needs of all Bhutanese.
What Gets in the Way?
When asked about the key challenges facing the government in Bhutan, Sithar reflects his insights from more than 15 years of experience, he outlines some obstacles that stand in the way of delivering services that meet citizens’ needs.
One of the first issues he pointed out was the fragmentation of digital services and the lack of consistent standards. “Many digital services still fall short of true end-to-end functionality, forcing citizens to navigate disconnected processes across multiple agencies,” he explained. “Inconsistent Service Delivery Standards (SDS) and Turnaround Times (TAT) create confusion and erode public trust.” To address this, his team initiated a national effort to streamline and align public services.
He also emphasized the critical role of frontline staff, noting that while they are often the most visible face of government, many have not been adequately prepared to deliver high-quality, empathetic service.
“Frontline staff are often the face of government,” he said, “yet many lack adequate training in customer service, digital tools, and empathy-based communication, directly affecting service quality and professionalism.”
To address this, Sithar and his team began building capacity at scale.
“We have completed a comprehensive listing of government frontline staff and initiated targeted capacity-building efforts. So far, we have delivered Customer Excellence training to 60 hospital frontliners and 13 call center executives.”
He added that further efforts are already in motion. “Additional programs on digital literacy and citizen-centric service delivery are in the pipeline to empower staff and enhance citizen interactions.”
Finally, Sithar pointed to the underlying issue that shapes many of these challenges: government systems that are still designed around internal processes rather than the lived realities of citizens, resulting in inefficiency and frustration.”
In response, his team has adopted a new approach grounded in the everyday experiences of the people they serve. “We are re-engineering key public services with a citizen-first mindset, focusing on life-event-based delivery to ensure services are timely, relevant, and aligned with real needs.”
To bring this vision to life, they have equipped teams with modern tools and methods.
“With training in Public Sector Design Thinking, Automation, and Data, our teams are working to simplify user journeys and provide tailored support through platforms like the Integrated Service Center and the 1199 toll-free contact center.”
A Vision for the Future of CX
When discussing the future of GOVCX, Sithar Norbu believes that it will become more proactive, personalized, and inclusive, In his view, the future is about anticipating the needs of citizens and removing the burden of navigating complex systems.
“Citizens will no longer need to navigate complex systems on their own; instead, services will anticipate their needs, respond in real time, and be delivered through seamless, user-friendly platforms.”
He highlights the importance of technology and explains that advances in AI, data analytics, and digital identity will allow governments to design services around real-life events.
For Bhutan, this digital transformation must remain grounded in the country’s values and realities, “In Bhutan, this transformation will be rooted in our cultural values and local context, ensuring services are inclusive, equitable, and relevant to the lived realities of all citizens.”
He also envisions today’s platforms evolving to meet future demands “Platforms like the existing G2C portal will evolve into a unified e-government gateway that’s intuitive, multilingual, and inclusive, ensuring that even citizens in the most remote communities can access services with ease.”
But for this vision to succeed, the human element cannot be overlooked. Sithar emphasizes the role of trained, empathetic staff in shaping a government people can trust.
“Frontline staff will be continuously trained in empathy, service excellence, and digital skills, becoming trusted, professional connectors between the government and the people.”
Advice for the Next Generation of CX Leaders
When asked what guidance he would offer to emerging professionals entering the field, Sithar Norbu offers a message that is practical and values driven “lead with empathy and purpose.”
For Sithar, meaningful CX work begins with listening, “Start by listening. True CX begins with understanding the everyday realities of those you serve, especially citizens in rural and remote areas. Sit with them, hear their stories, and let their challenges guide your solutions.”
He urges future professionals to keep the citizen at the center of everything they design.”Design services that value the citizen, not just complete the task, not just deliver efficiency. In Bhutan, this means aligning your work with the values of Gross National Happiness, respecting local customs, and ensuring no one is left behind.”
While digital tools are essential, Sithar advises using them with purpose. “Use technology wisely. Learn AI, digital tools, and data analytics, but always use them to simplify, not complicate public services. Whether automating forms on the e-portal or enabling voice support on 1199, focus on making systems more human, not just more digital.”
Sithar also stresses the importance of collaboration across communities, sectors, and regions.“ GovCX is not a solo mission. Co-create solutions. Push for shared service standards, accountability, and integrated delivery that actually works for citizens.” He believes that even in limited-resource settings, small, community-driven actions can drive meaningful change.
For Sithar, one question holds the answers: “Keep asking yourself: ‘Is the citizen still running after the government?’ If the answer is yes, your work isn’t done. This isn’t just a profession, it’s a promise to build a government that truly works for its people.”
He sees dignity not just as a value, but as a practical outcome of good service design.