This article is part of the Report on Customer Experience in Government: Trends and Case Studies, a comprehensive publication by the International Foundation for Customer Experience in Government. The report aims to advance the global dialogue on Customer Experience (CX) in the public sector, highlighting innovative practices from around the world and establishing benchmarks to help governments strengthen their CX initiatives.
TRENDS OF PRACTICE IN GOVERNMENT CUSTOMER EXPERIENCE
Research into global practices was initiated by the International Foundation for Customer Experience in Government and involved a systematic scan of the literature as well as consultation with expert knowhow. The research involved a multi-method approach, covering:
- A comprehensive literature review and analysis combining academic and practical literature with a pertinent focus on the last 2-3 years.
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An online survey of over 30 global experts who have currently or recently worked in CX- related roles within the public sector or related areas. (e.g., Service Design, Digital Transformation, etc.) as public sector officials, consultants, or academics. Individuals were selected from various parts of the world to ensure a diverse collection of insights.
The intent was to identify recurring, common, or major trends. Some emerging or more singular practices have been termed “weak signals.” While they may not have made the list yet, they may receive more attention in the future.
Additionally, as the focus was on capturing bigger trends, many may include practices that are familiar to a more knowledgeable reader. However, given the nascency of the CX landscape in the public sector, even known trends are still emerging into the mainstream and are awaiting wider adoption – making them increasingly relevant for practitioners to know, consider, and take up in the next years.
The mapping includes 19 trends in CX practice. Based on their commonalities and similar features, they have been clustered into distinct groups (see below). The trends have not necessarily been presented in order of any priority. Clusters of global CX practices are summarized below.
The most prominent CX global practice megatrends were:
- Having a HOLISTIC approach
- Being DIGITALLY enabled
- Putting HUMANS at the centre
- Making it SIMPLE
In the next article, we’ll explore service design approach trends in more detail. You won’t want to miss it!