This article is part of a comprehensive report published by the International Foundation for Customer Experience in Government, which aims to enhance the global dialogue on Customer Experience (CX) in the public sector. Drawing on innovative practices from around the world, the report establishes benchmarks for governments to improve their CX initiatives.
CASE STUDIES ON BEST PRACTICES IN GOVERNMENT CUSTOMER EXPERIENCE
This article serves as an introduction to a compilation of 13 case studies that showcase examples of effective Customer Experience (CX) practices from around the world. These cases document the significant insights gained from governments that have successfully addressed unique CX challenges through transformative initiatives aimed at improving public service delivery. By sharing these exemplary practices, we aim to guide and inspire future CX efforts across the globe.
It is important to emphasize that the selected examples are not exhaustive; many other administrations at various levels of government are also making noteworthy progress in CX. To ensure clarity and relevance, the following criteria were applied in selecting the case studies:
- Demonstrated substantial progress in CX with clear and measurable impact.
- Systematic and sustained efforts in CX, as opposed to isolated campaigns or one-off initiatives.
- Results that have led to long-term, systemic improvements in key indicators.
- A focus on whole-of-government initiatives where CX improvements were attempted and achieved across entire countries or regions, not limited to individual agencies.
- Representation of diverse governments, spanning various regions and backgrounds.
The final list of case studies was curated through multiple methods, including a comprehensive literature review, an online survey gathering insights from global CX experts, and the International Foundation for Customer Experience’s extensive expertise and previous work in documenting global CX practices.
Each case study follows a structured format, beginning with an introduction to contextualize the initiative, a description of the practice, a summary of success factors and challenges, and concluding with key takeaways. The selection of sections is based on thorough research and in-depth interviews with civil servants who were directly involved in the development and implementation of these initiatives.
- France’s Services Publics+ Program exemplifies transformative change in public services through consistent commitment and a feedback loop.
- Canada is pioneering in client-centric public service design and delivery, guided by evolutionary integrated policy.
- In Australia, the New South Wales (NSW) government is proactively integrating customer feedback with institutional directions to enhance customer experience, and has also established a central CX agency, Service NSW, to deliver services and provide information access seamlessly through a unified and omnichannel approach.
- Singapore leads in life-event service design with its innovative “Moments of Life” approach.
- Dubai has implemented a systematic and results-driven service design improvement program through the Dubai Model for Government Services.
- The UK Service Standard ensures a high level of customer experience across all digital services, with practical implementation through service development.
- Estonia leverages its digital government infrastructure to proactively enhance public services.
- Denmark has mandated digital channels for all government interactions with citizens and companies.
- New Zealand’s Public Service Act facilitates cross-agency solutions and delivery for complex challenges and improved customer experience.
- Australia’s Service NSW is a one-stop platform for accessing a wide range of government services , offering convenience both online and at service centers. It simplifies tasks like license renewals, permits, and business transactions, ensuring fast and efficient support for all residents.
- Portugal champions a digital-first approach to public services, complemented by Citizen Spots to ensure accessible services for all.
- Ukraine demonstrates resilience in service delivery during crises, maintaining robust digital service provision even in times of war.
- The Abu Dhabi Effortless CX program stands out through its prescriptive CX policy and unique focus on its frontline staff assessment and development. The program is breaking new grounds with its inspiring design and measurement approaches.
Subsequent articles will dive deeper into each of these case studies, offering detailed insights into the transformative efforts that have reshaped CX in various regions.
Stay tuned as we explore the innovation and commitment behind these global success stories.