More than ever, corporate brand experiences are beginning to shape citizen expectations of services as they interface with their governments. Governments at all levels are faced with the challenge of overcoming paper-based and siloed processes as they move into a digital context defined by companies like Apple and Google. This talk will give a practical overview of the customer experience considerations governments need to take into account in order to humanize and streamline services to their citizens.

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Digital Government in the Age of the Customer
Jason Snook, PhD
VIRGINIA GOVERNMENT COMMUNICATORS WINTER CONFERENCE
©2015 CAPTECH VENTURES, INC. ALL RIGHTS RESERVED.

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SOURCE: October 10, 2013, “Competitive Strategy in the Age of the Customer”: Forrester
SOURCES OF DOMINANCE: FORRESTER’S AGE OF THE CUSTOMER

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UK – Digital by Default Service Standard
“Government isn’t building websites, it is
building digital by default services to meet
users’ needs.”
Source: https://gds.blog.gov.uk/2014/11/19/digital-marketplace-building-a-digital-by-default-service/

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How will Virginia Government engage citizens and
business in the Age of the Customer?
#digitalVA

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Digital Government is…

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A Service and a Servant

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Human

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Accessible

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Efficient

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Premium

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What about User Experience?
82%
84%
86%
88%
90%
92%
94%
96%
98%
100%
Existing Desktop Design New Mobile Design New Desktop Design
Avg Success Rate (%)
0
5
10
15
20
25
30
35
40
45
50
Existing Desktop Design New Mobile Design New Desktop Design
Avg Task Duration (sec)

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What about Social Media?
Facebook – civic events and engagement
Twitter – analysis and emergency response
Blogs – proactive messaging and engagement
YouTube – public meetings and presentations
LinkedIn – connecting citizens and communities
Beyond accounts, “likes”, and views

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What about Mobile?
Messaging and Alerts
With mobile phone adoption at 90% and smart phone adoption around 60%, what would a mobile strategy for the Commonwealth look like?
Location-based services
Digital Identity and Privacy
Personalized Information

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What about Journey Mapping?
Understanding the omni-channel citizen experience

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What about Agile?

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Thanks and stay in touch!
Jason Snook, PhD
Director of Customer Experience
CapTech Consulting
jsnook@captechconsulting.com
@jasonsnook