Government transformation through the CX Design Process
The challenge for government agencies is to be more agile under the opposed pressure of consumer-driven technology adoption and expectations and the increased need to minimize risk and maximize value.
With these rising citizen expectations, the analog world of government interaction no longer works in the new era of the connected citizen. Finding and completing a form to start a process only to receive another form back in the mail, to complete another form, does not fit in the life of today’s citizen.
Citizens expect the same level of choice and interaction as they already find in other organizations they already deal with on a daily basis. Banks, insurance companies, and health agencies are all innovating to create an experience that matches the real time multi-channel delivery that is becoming commonplace for people.
In the face of this, financial pressures are taking their toll on government agencies and simple cost cutting measures are no longer enough or relevant. Governments require more fundamental change to how they deliver services.
CX Design Process
In many cases, governments drive the change they want to see by delivering services in a way that is most efficient for them. As a result, the desired change fails with citizens.
The CX Design Process is a human-centered approach, meaning it starts with people’s needs — both the citizen and the government employee. The nature of this approach puts people at the center of service at a time when both citizens and employees feel they are being led by process and regulation, rather than enabled by them.
The separation between those who create policies and delivery models and those who deliver the services often results in an incoherent service experience for citizens. A customer-centric design process connects these dots, with both policy design and delivery being considered concurrently rather than sequentially.
The CX Design Process sets the stage for delivering tangible and positive impacts.