The global case for customer experience in government

The latest research shows: when government agencies offer a better customer experience, they deliver measurable impact across multiple priorities. Public-sector leaders should pick their spots and be bold.

 
In the private sector, customer experience has become a core metric of performance—with leaders outperforming laggards in the S&P 500 by more than 200 percent in the past decade. Government leaders around the world are waking up to the implications. On the one hand, there are rising public expectations and pressure to improve. On the other hand, there is an immense opportunity to adopt new approaches and technologies to accelerate the change.

Some government agencies have caught the wave—reimagining their services end to end from the standpoint of their customers—and employing next-generation levers from the private sector, such as digitization and design thinking, advanced analytics, and automation, to upend traditional ways of working.

However, these examples remain the exception, not the rule. Given competing priorities and structural barriers to change, many agencies bet small—making changes piecemeal and spreading investment thinly across services and channels. Such efforts may lead to incremental improvements but fall short of delivering the impact government leaders (and citizen customers) expect.

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