Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
UX + CX = How to Meet The Modern Citizen's Demands
June 26, 2015 at 1:04 pm #244832
As government agencies and organizations, you know how to create real change for the people you serve.
You keep up with the ever-changing technology landscape and create that ultimate user-experience – with interactive apps and leveraging social media on a diverse range of platforms – all to meet the rising expectations of citizens. The “new normal is an instant gratification and instant access,” according to Bonnye Hart, Manager of Digital Engagement Services at GovDelivery.
But while the user experience is cool, what about the customer experience? What about the multiple touch points and satisfactory level that citizens use to score your agency before they even have a direct experience with you? Aren’t they just as important?
In the recent GovDelivery webinar, “Meet the Modern Citizen: Tips to Create a Customer-Centric Experience,” Hart accompanied by Tim Hudak, Public Affairs Specialist at Department of Veteran Affairs, shared their agencies’ best practices in reaching customers at the time and scale that matters to them while taking into account channel preferences and behaviors.
Here’s a checklist you can follow from the webinar, which you can view on-demand here, to leverage enterprise technology – the UX – in order to create a unified approach to customer communication – the CX:
1. Create a more consumable, intimate experience
While social media, PR, and advertisements are all great tools, create a stronger connection with customers by engaging with them in their inbox or via SMS to get the information they’re looking for in a quicker way. Check out how GovDelivery’s digital engagement services, specifically for public sector organizations, can help you, no matter what your goals are.
2. Create a “one size fits all” approach
“Stop expecting people to know the difference between different resources,” said Hudak. This warning is a result of citizens not knowing that the VA consists of three different parts: health, benefits, and cemeteries. Redesign your website to create a one-stop shop for news and information important to your targeted customer.
3. Don’t be afraid of exploring new methods
Hudak said you should always be sure to explore different outreach methods, including new social media platforms. “If customers are there we want to be there too – that’s exactly how you provide great customer service, going where your customers are.”
4. Don’t be afraid to send metrics to your government audience
This helps focus on ROI because you can get a clear mission of what is helping your audience the most while justifying new methods – CTA’s and CTR’s.
To learn more about the customer-centric experience be sure to view the on-demand version of the webinar here and share your tips below on how you accommodate the unique need of constituents today.
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