A closer look
Veterans Affairs launched an initiative to improve the lives of veterans. In order to do so, they took a strong look at the appeals process using the principles of human-centered design. While labor intensive, they found that throughout the stages of application process, each person had their own experience and opinions on the process. In the end, they received valuable feedback and have deployed a new process to drastically cut down on wait time and streamline the stages an appeal requires. Learn more here.
Connecting customer data across channels
Over the past decade, federal agencies have begun to explore innovative new avenues of interaction with their citizens. Email, SMS, online chat, social media and mobile apps are replacing direct office-based contact among employees, forcing agencies to rethink how to best disseminate their messages.
Many customer interaction channels have been developed in isolation creating siloed content approaches. With the multiple inconsistent messaging, customers quickly have become frustrated and disengaged with the agency. However, several agencies that embrace the value of connective research are rewriting the way information is gathered, stored and shared—implementing an omnichannel approach.
Agencies that launch an Omni-Channel strategy—the connected, consistent experience across brands, formats and devices, allowing companies to deliver on their revenue, cost and loyalty commitments—are better equipped to engage and adapt with its customers. Want to learn how to succeed creating an omni-channel strategy? We’ve got you covered with the 7 Ps To Succeed. Other key recommendations developed from our research are:
- Organizational Alignment - Collaborate more easily and create a smooth experience across channels by establishing clear and consistent performance measures to ensure everyone is working towards common goals.
- Share Content Across Multiple Sources - By creating an omnichannel strategy, you’ll look beyond your internal resources by treating your content as sharable data.
- Adapt Content For The Channel - Rarely does the same content delivery work for all channels forcing agencies to understand the channels and their audiences to best communicate their message.
A closer look
USA.gov used to be organized by channels (website, contact centers, social media). Finding that much of the work was being duplicated on all channels creating confusion for its customers, management adopted an omnichannel approach. They unified content creation in one place and organized staff around specific functional areas (content, marketing, performance management, etc.) to create efficiencies. This narrowed the odds of inconsistency and enables staff to ensure content is consistent across all channels.
Using AI to meet citizens' needs
Artificial Intelligence (AI) and state-of-the-art digital applications are key to developing a network of system enhancements that will help government agencies connect more easily and efficiently with citizens. Seeing that citizens expect the same level of service they experience now with the private sector, government agencies have implemented a strategy to integrate technology into the customer experience. For a full report on how AI is changing the customer experience, download our report complete with your five steps for creating a sustainable, long-term strategy.
Key insights developed in this area include: