Customer engagement for the public sector: keep it simple


Citizen engagement in the public sector is increasingly driven by consumer demand for virtual access to services. Citizens expect assistance with permits, grievances, building plans and the like, wherever and whenever they want, regardless of channel or device. On-demand customer service also translates to greater participation in democracy, and better alignment between service delivery and citizen needs. The demand is also driven by public entities themselves, with increasing need for cost-savings, streamlining, and greater efficiency.

Luckily, increasing engagement by citizens in the public sector doesn’t have to be complicated. Powered by the the right technology and streamlined processes, both citizens and government entities benefit from a smarter approach to interactions.

Everyone knows the stereotype of the cranky government bureaucrat, denying applications for this or that, while referring the public into an endless loop of phone extensions and offices. Increasing self-service won’t mitigate unenthusiastic workers entirely, but at least it will free him or her from bothersome in-person interactions or phone calls, which should refocus their efforts on cases that require more attention and a higher degree of specialized knowledge.

Here are four ways to increase omni-channel citizen engagement:

Improve and enhance citizen experience

  • 24-7 online self-service and mobile services that deliver contextual, consistent, and relevant content regardless of which channel the citizen uses

  • Enable service delivery across digital channels to replace costly, and often inconsistent, in-person service

  • Provide continuous real-time engagement that encourages greater participation in digital-led democracy.

  • Implement IoT Smart Cities programs to improve quality of life for citizens

  • Opt for the platform approach  to citizen engagement that integrates with pre-existing technology.

Lower service delivery costs

  • Lower cost-per-transaction by enabling digital services and decreasing the number of in-person and telephone interactions for the majority of citizens

  • Gain a single enriched view of citizens by their interactions, to enrich and customize their digital experience, content delivery, and support predictive service delivery

  • Automate workflows to create frictionless processes for citizens

Maximize operational efficiency

  • Streamline interactions with citizens by eliminating service silos and centralizing news and service catalogs

  • Integrate brochures and forms within streamlined workflows to deliver right-time content to citizens

  • Achieve a 360 degree citizen view by diminishing the complexity of front and back office functions, such as call centers, apps, websites and development platforms

Utilize data driven insights

  • Consolidate core citizen data

  • Focus resources where they’re needed using real time data insights

  • Initiate data-centric initiatives between public and private sector to maximize resources and generate additional citizen value

The bottom line

Digital disruption is driving government agencies to optimize the number of services offered online and on-demand. Putting the citizen at the center of this, in terms of the consistent and predictive delivery of services, increases engagement and strengthens participation in society.

SAP Hybris has designed software specifically to engage the citizen, helping public sector organizations collaborate with citizens in a new way. Learn more about our specialized services here, and download our SAP Hybris Citizen Engagement Accelerator data sheet here


Kathleen O'Brien
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June 6, 2017
Kathleen O'Brien

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