According to IDC Government Insights, the analyst firm, government agencies with targets to increase citizen engagement will be spending a significant percentage of their budgets on so-called 3rd platform technologies or Internet of Things (IoT) by 2020.
This will require a redefinition of citizen experience.
The media release from IDC doesn’t shine much light on how citizen experience might change with the emergence of IoT – or what exactly government agencies might be spending their money on. Although it does present a so-called ‘MaturityScape’ to “help senior digital government leaders create a road map to better align the organization’s mission, operating model, and tools with the emerging needs of a consistent omni-channel citizen experience.”
IDC suggests 5 ‘maturity phases’ for citizen experience. The descriptions of these five phases are as follows.
- Ad hoc. At this level, government agencies are managing citizen requests that flow in through multiple, independent channels within the established programmatic, organizational, and technology constraints. The limited sharing of information about citizen requests within and across programs is due to organizational history, legislative constraints, and siloed technology implementations. There are no communications 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. There is a minimum level of communication with government employees and isolated training about the principles of citizen experience.
- Repeatable. At this level, government efforts shift from being programmatic to citizen-centric. To accomplish this, it requires deeper and broader implementation of BPA, CRM, and other systems that results in digitized workflows across traditional engagement channels and back-end systems. This opens up 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 beyond traditional engagement channels. But it also requires a deeper integration of data and processes and sharing of best practices within and across programs to provide 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 implement a citizen satisfaction survey process to gather feedback which is then used to improve the process.
- Optimized. At this level, qualified data about citizens and preferences is 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. Citizen experience is a key component of the government program, and government employees are trained about and employ citizen experience principles.
Further information about IDC Government Insights is available here.