\"Delivering Experiences That Count: Global survey results and insights on digit
ID: 3730402 • Letter: #
Question
"Delivering Experiences That Count: Global survey results and insights on digital citizen services" is attached for your review. It was conducted and presented for general review by Adobe & WPP's Government and Public Sector Practice. Please read this survey report thoroughly, and then submit your impressions, comments, critiques, etc. as our next Discussion assignment. Feel free to share your thoughts, in a professional manner, highlighting any items or points of concern, relief, disbelief, or inspiration you glean from the report
Explanation / Answer
Every government these days is trying to digitize.
They want the people of their country should have a proper and easy channel to access the services and pay the amount for that.
For example, few years ago, one has to go to offices to pay their taxes, but nowadays one can easily pay his/her tax online without bothering themselves by standing in long queues.
E-commerce play a major role in this development towards digitalizing the country and its people.
Benefits or Relief
For the public services, which are usually provided in-person, by phone or on paper will not be needed, but these
services will be available online and will save time, money and energy.
Customer experience towards a particular service will be enhanced which will result in development of satisfaction,
trust, reputation of organizations and government.
There are three main sources which are working towards digitization:
departments.gov -
They have online presence.
They offer to provide information.
There offer is structured in the form of internal silos.
It has a drawback that they have no mechanism for optimization and hence they don’t get any improvement with
time.
services.gov -
They provides services online.
They provide information as well as option for transactional services.
The main focus here is citizens, which are the prime users.
They have the mechanism for optimization with the help of manual testing and UX.
me.gov -
They have a brand experience approach towards the public services.
They mostly focus on the user experience like user interface, audio and video quality, graphics etc.
It offers diversity of experiences for the use of public or citizens.
Engagement -
If we want to get engaged positively with someone or we want to build a relationship, then we must understand the
feelings as well as how the different functions and operations takes care of these feelings.
Focus -
The main focus in delivering digital experience is to take care of the citizen or users.
Hence, to provide soothing experience to the users, a major shift from departments.gov to users.gov is on the
focus.
The main goal behind this shift is to provide the services which are "citizen-centric".
In today’s world, it is not easy to get personal service, but with the digital services, one can get benefits of
personalization in digital services.
To provide best service in any sector, even with digital services, following are major factors:
Research of user audience in depth
Periodic feedback from the users
Continuous testing of new features, technologies and application to enhance the user experience.
To achieve all thus, me.gov is planning to use dynamic multivariate testing which will look for the best solution for
each user.
Role of personalization and how it can be achieved:
In today's world, personalization has become one hell of a deal. Every person wants privacy, so that no one else
knows what they are doing without their consent.
Digital organizations do take care of this personalization thing. They ask for user permission before accessing their
data and credentials, whether it is through registration or login or browser cookies or social media platform.
Concern:
The main concern with digitization is privacy and threat of hacking.
Every day we hear some news related to hacking. More we move towards digital, more we are prone to cyber
attacks.
So, before moving to digital, we must ensure whether we are secured or not, otherwise it could lead to enormous
loss of data or credentials or even monetary loss.
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