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.
TRENDS OF PRACTICE – DELIVERY CHANNELS
In the ever-evolving CX landscape, how services are delivered has taken center stage. With customer expectations rapidly evolving, businesses are proactively exploring innovative delivery channels to enhance their overall CX. These trends in service delivery modes are pivotal as they directly impact the touchpoints where customer interactions occur. By embracing these trends, not only can governments meet customer expectations, but they can also exceed them, resulting in a more seamless and satisfying CX journey.
1. MOBILE AND DIGITAL FIRST, DIGITAL BY DEFAULT, MOBILE FIRST
Organizations have been primarily focusing on developing and using digital means in as many diverse ways as possible in their service provision, with an emphasis on making mobile friendly websites and mobile applications the primary delivery channel. This trend signals that digital channels – especially those accessible through mobile devices – are a highly effective and preferred customer choice for transactional services.
Examples of How to Apply
- Prioritize planning and building the digital channel as the main mode of service delivery.
- Ensure a seamless transition to digital formats for service flow and data records.
- Develop mobile apps as the primary/only digital channel.
- Design websites with a responsive mobile interface to cater to mobile users
2. ONE STOP SHOP (OSS)
One Stop Shop (OSS) is a service delivery concept where people can access all possible services from one channel at once (whether physical or digital). On one hand, one-stop shops can use the model of co-location of different agencies in one place without having to integrate the back end. Alternatively, one-stop shops can rely on sophisticated back-end integration for a more seamless customer experience.
Examples of How to Apply
- For physical touchpoints, provide multiple services at a shared location or central frontline service (e.g., public sector kiosks) instead of different agency buildings and front desks
- Utilize a single platform (website or mobile app) when rendering services through agency or sectoral digital channels to provide links to all relevant information, channels, and services.
- Consolidate all digital services into one or a few unitary digital channels (e.g., government portal website or mobile “Super App“).
- Implement a “No wrong door” policy and integrated services, allowing individuals to approach any agency with their problems and get them solved there.
3. OMNICHANNEL ACCESS
Omnichannel access in public service delivery refers to offering citizens a seamless experience across various communication channels, such as online platforms, mobile apps, and in-person visits. This approach ensures consistent and user-centric engagement, accommodating diverse citizen preferences while delivering efficient and effective services. Moreover, all service channels should be managed together in an aligned manner instead of being managed separately.
Examples of How to Apply
- Design services for all channels simultaneously to ensure alignment and consistent customer experience, regardless of the chosen channel.
- Ensure seamless customer interaction when switching service channels, retaining all previous data and information.
- Align selections and choices for customers across different channels (in-person, mobile, web) to provide a consistent experience.
- Use a range of channels, such as in-person consultation, call centers, mobile apps, websites, virtual assistants, and social media, and tailor them to meet customer needs. Additionally, fully or sufficiently duplicate these channels to ensure they are human-centric and accessible.
- Develop the systems and processes of different channels (and services within) as a package together to avoid losing ground on omnichannel access and connected experience. Assign senior-level management responsibility for the whole channels package to a single leader (e.g., service director).
- Duplicate service delivery processes to include some form of physical channel to ensure accessibility
4. VIRTUAL ASSISTANTS
Virtual assistants are digital programs based on artificial intelligence that communicate with customers automatically on a service provider’s behalf to help them use the service or find information. They can assist users with tasks such as answering frequently asked questions, guiding them through processes, and offering personalized recommendations. By leveraging machine learning and natural language processing, virtual assistants continually improve their abilities over time, becoming more adept at addressing complex inquiries and enhancing overall CX.
Examples of How to Apply
- Utilize online chatbots as simple virtual assistants to answer frequently asked questions, navigate customers through available information, and direct them to the appropriate service journey touchpoints.
- Employ more intelligent virtual assistants capable of understanding naturally spoken language to serve as the service interface, offering a similar service experience to that of a human civil servant in a close-to-natural way.
- Consider virtual assistants valuable tools to transition services fully to digital channels while providing real- time user support when needed.
5. ASSISTED SERVICE DELIVERY
Assisted service delivery is a channel that allows customers to access services in digital channels with human assistance (by public servants or other people) in a physical setting. The availability of human assistance ensures that complex issues can be addressed, clarifications can be provided, and personalized support can be offered, enhancing the inclusivity and effectiveness of the service delivery process. This blend of technology and human touch creates a well-rounded and accessible experience, accommodating a diverse range of user needs.
Examples of How to Apply
- Provide an option for customers to come in person to a service outlet or office and obtain assistance with using the service through digital channels – including guidance on how to complete a service journey themselves next time.
- Provide an option to have a representative or family relative conduct the service through the digital channel on the customer’s behalf.
6. HUMAN CONNECTION
Human connection is increasingly becoming a competitive advantage in government services, as most leading governments offer similar services. The key differentiator lies in the emotional experience of the citizens. Ensuring that individuals feel dignified, valued, understood, and listened to is central to CX in the public sector, fostering trust and strengthening the citizen-government relationship.
Examples of How to Apply
- Train government representatives and public servants in empathy and active listening, ensuring they have the skills to connect with citizens on a human level and make them feel understood and valued.
- Launch community engagement initiatives that bring government representatives and citizens together, using these opportunities to build trust, foster understanding, and strengthen the citizen-government relationship.
- Offer personalized services that take into account the individual needs and circumstances of citizens, ensuring that services are not just efficient, but also empathetic and inclusive.
In the next article, we’ll identify the critical success factors that drive exceptional CX at the organizational level. Stay tuned!