![]() Personalized services have spread across a number of government activities. Recent years have seen significant progress in creating a seamless digital experience in government. Governments move closer to a seamless digital experience The good news? Governments have been making huge strides in this area. Just as Netflix anticipates its viewers’ wants, queueing a new video as the credits roll, governments will need to deliver more seamless, personalized digital platforms that proactively serve citizen and business needs. Think of “one-click” shopping or other apps that make it easy to get what you want fast.Īnticipatory: The provider anticipates what you want next and offers it proactively. ![]() The opposite of the “one-size-fits-all” mentality, the service provider makes an effort to really understand its customers and create a customized experience.įrictionless: Accessing the service requires little to no effort on the part of the consumer-there are no hoops to jump through, no demands for information, no frustrating barriers. ![]() Personalized: The service is tailored to the individual’s needs, interests, and circumstances. What makes for seamless service delivery? Several things: 1 There is a sizable gap between the seamless digital experience customers have come to expect and the experience traditionally provided by the public sector. In 2019, 80% of federal agencies scored “poor” or “very poor” on Forrester’s US Federal Customer Experience Index, compared with only 14% of brands in the private sector. Compared with the private sector, government is behind the curve when it comes to delivering a seamless digital experience.
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