TECH4GOOD
I visit a physical government office at least twice yearly for various transactions. I have visited national government offices, metropolitan city governments, and local government units in provinces. Although most offices have automated some of their work processes, eliminated employee lunch breaks, and made waiting by transacting citizens more comfortable, nothing much has changed. It’s still the same bureaucratic environment we have become familiar with for the longest time.
Public service is supposed to provide essential services to citizens in a fair, efficient, convenient, and reasonably accessible manner. Unlike businesses that thrive on competition and profit, government agencies exist to serve the public good and ensure every citizen has access to necessary resources and support.
With all the technologies available today, private companies often deliver seamless experiences that happen without us thinking about them. These experiences shape how we expect to connect with the government, so it makes sense for governments to emulate them.
Traditionally, public service has often been associated with bureaucratic red tape, long queues, and passive interactions. However, citizens’ expectations have evolved in today’s increasingly digital and consumer-centric world. The concept of “customer experience” has transcended the boundaries of the private sector. The delivery of public services must also evolve because customer experience has become a critical factor in enhancing citizen satisfaction, improving efficiency, building trust, and ultimately strengthening the bond between the government and its people.
When citizens interact positively with public services, they are more likely to trust and have confidence in their government. Complicated, time-consuming, and frustrating processes can erode trust and lead to public dissatisfaction. Good customer experience in public service is also about making it accessible to everyone, regardless of socioeconomic status, physical abilities, or physical location.
Technology plays a crucial role today in shaping customer experiences within public service. This includes using secure online platforms that facilitate smooth interactions while ensuring data privacy. Citizens expect convenient access to information and services through digital platforms. Some governments have even instituted “mobile-first” policies, where handheld devices such as smartphones are the channel of choice for services. The Covid-19 pandemic has accelerated this trend, as people have grown accustomed to online tractions across various sectors.
Neglecting customer experience can have severe repercussions for public institutions, most especially their image to the public. Many government agencies, including local governments, suffer from such negative impressions, which would require much effort and time to reverse. Citizens who encounter frustrating service and have to deal with “special” requests are likely to share their negative experiences with others, further damaging the reputation of government offices.
Enhancing the customer experience in public service effectively requires implementing several key strategies. Officials should strive to understand the needs and perspectives of their constituents, including their employees. The agency can start by mapping out their customers’ transaction journey. By conducting an experience assessment, they can understand how their customers use channels to interact with the agency. They must also assess how their employees use digital tools and channels to do their jobs — what’s working and what’s not. They must make strategic and situational choices in how the agency uses digital tools to serve people and improve the employee experience.
It is essential to bring the public into the service design process. Inviting inputs from people to develop public service experiences based on understanding, not assumptions would be helpful. Service exit surveys can be created to gather people’s feedback on their experiences and make plans to act on their input. The office must commit to human-centered design to improve experiences, seeking input from end users and frontline workers.
The workforce must have the skills it needs to work in new ways while growing its confidence and engagement. A workforce skills assessment should be conducted to understand the skills gaps in the workforce and pinpoint training needs.
Embracing the appropriate digital technologies can significantly enhance the delivery of public services. By providing online portals, mobile apps, and other digital tools, agencies can make it easier for citizens to access information and complete transactions. Decision-making in the office must be data-driven. By analyzing data on citizen interactions, government agencies can identify trends, pain points, and opportunities for improvement. A well-intentioned digital transformation program can help the office bring a whole-of-government approach to service delivery grounded in how people live rather than how the government is structured.
Finally, all transformation programs must be appropriately communicated to the public and monitored for effectiveness. Unlike private sector providers, the public does not have the option to switch government service providers. As citizens increasingly expect seamless interactions with government agencies, these institutions must adopt a customer-centric approach by investing in customer-centric initiatives and leveraging appropriate technologies. A commitment to exceptional customer experience will lead to a more engaged citizenry and a more effective government.
The author is an executive member of the National Innovation Council, lead convener of the Alliance for Technology Innovators for the Nation (ATIN), vice president of the Analytics and AI Association of the Philippines, and Vice president of UP System Information Technology Foundation. ([email protected])