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Facing up to the future: Four elements of dynamic, personalized human services

In four steps, human services agencies everywhere can transform their service delivery and meet their customers’ digitally driven demands.


As digital forces reshape people’s lives, human services agencies of the future must develop new, smart, user-centric services. To do this effectively and smoothly, agencies must take the right steps now, in a measured, practical way.

Key Findings

The four key elements of dynamic, personalized services are:

  1. Understand your customers

  2. Match channels and services with needs

  3. Help, don’t touch

  4. Strength in togetherness


What do these four elements entail?

  1. To design dynamic, personalized solutions, human services agencies must understand their users—something they struggle to do.

  2. Users expect services across multiple channels, so agencies must discover their preferred devices and communication methods.

  3. “No-touch processing” handles administrative tasks and eligibility testing without human involvement.

  4. Agencies of the future must provide efficient, dynamic systems that cross agency boundaries and enable a coordinated approach.


What should Human Services agencies do in each case?

  1. Utilize user experience techniques, such as personas, and investigate ethnographic methods

  2. Alongside traditional methods, use mobile apps and social media channels to reach users

  3. Use customizable no-touch offerings that enable different solutions for specific channels and platforms

  4. Devise systems to merge and share data, and employ a Chief Digital Officer and a Chief Collaboration Officer

"Only by losing ineffective 'one size fits all' models and developing new, smart, user-centric services can agencies meet the changing needs of today’s digital citizens."

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Manuel Torres

Manuel Torres
Managing Director

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