International Data Corporation (IDC) claims that by 2020, more than 50% of government agencies with direct citizen engagement missions will direct at least 25% of their programmatic budget to 3rd Platform technologies and IoT. To avail of the intended benefits of the citizen experience, innovation would be coming wrapped up in more comprehensive approach, in the form of new digital channels.
There has been an acute pressure on the Governments around the world to ameliorate end-to-end citizen experience, optimize resource allocation, and reimagine the way their employees, partners, and suppliers contribute to service delivery. Third Platform technologies such as cloud, mobile, social, and Big Data offer exceptional opportunities to deliver new business competencies along with the advanced innovation in areas such as robotics, natural interfaces, cognitive systems, and the Internet of Things (IoT). However,the real challenge for government organizations is to manage such technologies (with employee training) and process changes to optimize the synthesized results.
Adding a comment on the matter, Massimiliano Claps and Alan Webber, Research Directors, IDC Government Insights maintained, “Government executives who want to drive citizen value should invest in 3rd Platform technologies and address the organizational change issues that will be encountered, including updating the programmatic mission, shifting and optimizing workflows, and managing legislative expectations”.
IDC Government Insights has developed the IDC MaturityScape: Citizen Experience to help senior digital government leaders develop a framework to better the organization’s mission, operating model, and tools with the emerging needs of a consistent omni-channel citizen experience. It provides actionable guidance to senior IT decision and mission stakeholders who in return guarantee that their organizations are effectively embracing citizen experience.
The research identifies five maturity stages for citizen experience based on a set of specific vision, people, process, and technology dimensions and outcomes:
- Ad hoc: This is the level at which government agencies handle citizen requests that flow in through multiple, independent channels within the established programmatic, organizational, and technology constraints. The restricted sharing of information about citizen requests within and across programs owes to the organizational history, legislative constraints, and implementation of siloed technologies.There is an absence of communication with (or training for) government employees regarding the principles of providing a good citizen experience.
- Opportunistic. At this level, government agencies begin to employ business process automation (BPA) systems and customer relationship management (CRM) systems that have been tuned to the specific needs and requirements of government to offer better integration of services for citizens and the limited sharing of information across systems and programs. The level of communication at this stage is minimum and the training on the principles of citizen experience is isolated.
- Repeatable. Government efforts shift from being programmatic to citizen-centric at this level. It thus requires deeper and wider implementation of BPA, CRM, and other systems that leads to digitized workflows across traditional engagement channels and back-end systems. This unleashes a surge of opportunities at the front end for citizens to complete some of their requests within a fully automated process. There is clearer communication and training about citizen experience.
- Managed. At this level, government organizations are able to employ advanced digital, web 2.0, and social technologies to extend citizen engagement and citizen self-service transcending the traditional engagement channels. However, it also demands a deeper integration of data and processes and sharing of best practices within and across programs to render an integrated cross-functional experience. There is a government executive ownership of the citizen experience and a formal process for training on citizen experience. Government agencies may also undertake a citizen satisfaction survey process to garner feedback which could be used to better the process.
- Optimized. At this level, qualified data about citizens and preferences are used and integrated within and across channels, allowing government programs to offer a consistent and contextual experience for the citizen across channels that also integrate with private sector programs. Government employees are trained to employ citizen experience principles.
About IDC Government Insights
IDC Government Insights helps government policy, program, and IT leaders, as well as the suppliers that serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. It is a subsidiary of IDG, the world’s leading technology, media, research, and events company.