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GCN : June and July 2016
S-18 SPONSORED CONTENT SERVING THE CITIZEN T ODAY’S DIGITAL CONSUMER has high expectations for access to answers and information. I n this world of Siri and Google, citizens expect to be able to access ser vices from government agencies the same way they access ser vices from private sector companies like Uber. According to the A merican Customer Satisfaction I ndex Federal Government Report, U.S . citizen satisfaction levels for the federal government are declining. They’re actually lagging behind the commercial industry. Public sector satisfaction hovers a rou nd 64 percent , compared to roughly 80 percent in the private sector. Citizens a re demanding more from their government—82 percent of respondents said improving citizen experience should be a top priority for 2016. Though regulations and security often delay gover nment technology adoption, several agencies are deploying defined solutions to help them connect with citizens in the most convenient way. Take a Digital Approach Government agencies need to leverage the 11 hours per day citizens already spend in front of screens. This means engaging them through mobile platforms and making relevant information more easily accessible. While government agencies have done a great job developing more responsive and in - tuitive web sites, they need to include other digital channels in their engagement strateg y. According to a recent survey, the top three digital communica- tion channels for citizens a re web sites (87 percent), social media (63 percent), a nd email (51 percent). This approach puts citizens in cont rol of their own experience. Citizens can reach out at a time that works for them and through the channel they prefer. Ensu ri ng consistent and convenient access to government agencies goes a long way in promoting a positive citizen experience. Map the Citizen Experience Before agencies can improve outward-facing channels, they must exami ne inner practices and procedures to assess what is worki ng and what needs to be improved. When agency leaders put themselves in citizens’ shoes, they’re more likely to identify opportunities to improve citizen engagement and increase par- ticipation. Agency leaders can map the citizen experience, using a three -step process: 1. Identify: Pinpoint agency goals, challeng- es and processes. How do they relate to the citizen experience? 2. Learn: Gather information about the cit- izens who use agency ser vices. Why are they engaged? How do they perceive their journey? 3. Leverage: Collect and analyze data to become more citizen- centr ic. Based on this information, define goals for improvement. Make Incremental Changes Inc remental changes motivated by data from this type of exa mi nation will go much farther toward creating positive citizen experiences. That being said, the most effective and innovative programs often shoot for the largest audience. Agencies should aim to create the most substantial impact possible. I mplementing solutions with intention is a slower, but more rewarding process in the long run. It will lead to increased citizen engage- ment and satisfaction for both agencies and the citizens they serve. Bob Ainsbur y is the Chief Operating Officer at GovDelivery. BOB AINSBURY CHIEF OPERATING OFFICER, GOVDELIVERY EMBRACE DIGITAL TO IMPROVE CITIZEN EXPERIENCE The manner in which consumers interact with commercial online businesses is changing their expectations of government services. Transforming the Citizen Experience 1,000 public sector agencies use GovDelivery to connect with citizens Our customers use GovDelivery to increase digital engagement, grow their digital audience by cross-promoting content, build communities around data, and create modern training experiences. Learn more: carahsoft.com/innovation/govdelivery-CE
August and September 2016