As governments around the world deal with the COVID-19 pandemic and global recession, the need for digital transformation and exceptional government customer experience (CX) has never been greater. Customers have rising expectations of digital experiences from the brands they interact with, and they expect the same — or more — from their government. In Forrester’s definition, it does not only mean the experiences of citizens. This should also include all other stakeholders, such as government employees, tourists, overseas investors, and nonresident business owners. Their experience is equally crucial to a government’s ability to achieve mission goals.
Forrester data reveals that when CX improves, positively engaged customers are more likely to comply, trust, and forgive; government operations cost less and run more smoothly; and people’s faith in the country rises. But true transformation must be led by customer obsession. It requires government leaders to drive changes in culture, habits, operating models, and priorities to get the most out of their teams.
In a new guide from Forrester, we provide some guidance for governments and their agencies to adopt a customer-obsessed operating model that will help accelerate their digital future for a successful public service. Governments should focus on two key aspects. Firstly, improving employee experience to help them succeed, and secondly, innovating with digital technology (such as automation) to adopt new architectural and software development approaches that allow them to pivot quickly as customer expectations continue to rise.
For more information, refer to this blog post ‘In A Crisis, Customer-Obsessed Government Can Save Lives‘ by Principal Analyst Sam Higgins.