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Citizen Experience in the Digital Age

How being a Living Government can address the needs of citizens and society today and in the future

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Citizen Experience in the Digital Age

  1. 1. CITIZEN EXPERIENCE IN THE DIGITAL AGE SINGAPORE JANUARY 2019 How being a Living Government can address the needs of citizens and society today and in the future Copyright © 2019 Accenture. All rightsreserved.
  2. 2. OUR RESEARCH SHOWS PUBLIC AGENCIES HAVE CLEAR OPPORTUNITIESTO ENGAGE WITH EMPATHY, PROACTIVELY EMPOWER CITIZENS AND ORCHESTRATE SEAMLESS SERVICE EXPERIENCES. EMPOWERENGAGE ORCHESTRATE Copyright © 2019 Accenture. All rightsreserved. 2
  3. 3. Living Government Discover what is possiblefor governments interacting with citizens in the digital age. Brilliant Basics Captureobservable, measurableand actionableinsights on how citizens are interacting with public agencies, highlighting areas where digital usability can be enhanced. WHY THIS RESEARCH 3 3
  4. 4. Source: Digitalgovernment: Greatexpectations untapped potential OF CITIZENS EXPECT85% WE CALL THESE SHIFTING STANDARDS LIQUID EXPECTATIONS. THE SAME OR A HIGHER STANDARD OF QUALITY FROM GOVERNMENT SERVICES AS THEY DO FROM COMMERCIAL ORGANISATIONS. Copyright © 2019 Accenture. All rightsreserved. 4
  5. 5. CITIZENS’ LIQUID EXPECTATIONS 5Copyright © 2019 Accenture. All rightsreserved. CAN DIGITAL GOVERNMENTALONEADDRESS GROWING CITIZEN DEMANDS? We believe digital governmentservices are thewayforward, but a government needs to go further. Citizens aredigitalcustomers that areaccustomedto consuming delightful, relevantandseamless experiences with brands thatstrivesto anticipatecustomers’goals and needs. Moreover, citizens interactwith both the government agenciesand privateenterprisesto completeatask such as purchasing a property, expecting thesamelevel ofservice throughout. As customers’expectations escalateandevolvein thecommercial sphere,so too willtheir expectations for how they engagewith thegovernment across different touchpoints.
  6. 6. FROM DIGITAL GOVERNMENT TO LIVING GOVERNMENT 6
  7. 7. WHY “LIVING GOVERNMENT”? Citizens arealready beginningto expect that government interactions will behyper-relevant to their individual needs. Governments must go beyond boltingon technology to their agencies’existingsystems and processes. We believe the solution isa Living Government that empowers public agencies to deliver a truly relevant, connected and seamless experience. THIS MINDSET HELPS GOVERNMENT LEAP AHEAD INTO THE AGE OF HYPER-RELEVANCE 7Copyright © 2019 Accenture. All rightsreserved.
  8. 8. WHAT MAKES YOU A LIVING GOVERNMENT? DISPLAYS VITALITY WITH A CLEAR PURPOSE RAISES SELF-AWARENESS OF THE CITIZEN TO HELP MAXIMISE THEIR POTENTIAL ATTAINS MEANINGFUL SHARED OUTCOMES WITH CITIZENS AND SOCIETY AS A WHOLE RESPONDS IN A CONTINUUM OF CHANGE 8
  9. 9. BUILD ENGAGEMENT Develop adaptiveinteractionchannels for prototyping,deliveringand scalinginnovative experiences atspeed. SCALEWITH PARTNERS PursueGovernmentas a Platform(GaaP),a broader partner ecosystemthatuses data,platforms and newtechnologies to address largecomplex issues incollaboration with citizens, non-governmentorganisationsand businesses. REWIRE CULTURE Cultivatea citizen-focused mindset,eliminate silos,and augmenttheworkforcewith skills and newtechnologies. UNLOCKNEW VALUEFORCITIZENS Balancecoreand newinvestmentbased on enhanced citizen insights,fuelling continuous cycles of innovation. *Note: This is from AccentureGlobal Consulting Winning Ways –Living Business DESIGN FORCITIZENS Craftvalue-addingandhyper-relevant services with individual citizens in mind, adaptingto differentneeds andcontexts. HOW DO WE REDEFINE GOVERNMENT SERVICES TO FULFIL OR EXCEED CITIZENS’ LIQUID EXPECTATIONS? LIVING BUSINESS AS A BASELINE Copyright © 2019 Accenture. All rightsreserved. 9
  10. 10. A connected government responds to and embraces innovation and new partnerships, both as a collaborator as well as an orchestrator in an open innovation paradigm. An enabling government empowers citizens to improve their human capital potential and meaningfulness,workingwith individualsto address their key needs and personal goals,tailored to their life circumstances. An anticipatory government demonstrates fluidity and agility,continuously accommodatingcitizens’ever- evolvingneeds and circumstances by developing maximum-relevance products,services and experiences based on citizen insights. INTRODUCTION TO LIVING GOVERNMENT BREAKING IT DOWN: THE CHARACTERISTICS OF A LIVING GOVERNMENT 10Copyright © 2019 Accenture. All rightsreserved.
  11. 11. OUR RESEARCH THE PREREQUISITE FOR A CITIZEN EXPERIENCE IN THE DIGITAL AGE Living Government is becoming the newbenchmark forcitizenexperiences inthe future. It delivers anticipatory, enabling and ecosystem-based citizen experiences. These definitions are based on: • Themes that emerge inAccenture’s global work • Trends we have observed • What we hear from citizens. OBSERVABLE, ACTIONABLE AND REPEATABLE The Brilliant Basics framework is a customisedassessment forvarious public services, includingtax authorities, immigrationandother citizen services. The insights it delivers are groundedinevidence and are actionable. LIVING GOVERNMENT THE ART OF THE POSSIBLE BRILLIANT BASICS: 11 We deployeda mix of qualitative and programmatic evaluations, comprising: • Userinterviews • Usabilityreviews conductedbyuserexperience (UX) researchers • Automatedtests to evaluate site speed, readabilityandaccessibility.Copyright © 2019 Accenture. All rightsreserved.
  12. 12. KEY THEMES FROM THE RESEARCH EMPOWER ENGAGE ORCHESTRATE 12
  13. 13. SINGAPORE’S CITIZENS ARE WILLING TO GIVE ACCESS TO THEIR PERSONAL DATA IN EXCHANGE FOR IMPROVED SERVICES. 86% of Singapore’s citizens want to give government permission to share their data across agencies to enable better, more convenient services. Source: AccenturePublic ServiceSurvey Wave 1 –FY18 1 IN 2citizens expect more personalised service as a result of government innovation. Copyright © 2019 Accenture. All rightsreserved. 13 ANTICIPATORY GOVERNMENT ENGAGING WITH EMPATHY
  14. 14. As citizens’expectations evolve, so must the experiences that government agencies deliver. To be as relevantas possible,governments need to acton insights derived from knowledge of the citizen, and then decide on the best way to purposefully and meaningfully engage with citizens in a way that optimises societal outcomes. Insights aboutthe citizen held across public agencies Citizen’s interaction with government ANTICIPATORY GOVERNMENTLENS Societal outcomes that public agencies are looking to optimise Moments in citizen’s life Unexpected events Copyright © 2019 Accenture. All rightsreserved. 14 ANTICIPATORY GOVERNMENT ENGAGING WITH EMPATHY
  15. 15. SINGAPORE CITIZENS WANT THE GOVERNMENT TO HELP THEM FEEL MORE SECURE AS THEY PLAN FOR THE FUTURE ~7 IN 10citizens seek guidance from the government on various topics, including how to manage healthcare costs in retirement, how change will affect them and how artificial intelligence will improve their lives. Source: AccenturePublic ServiceSurvey Wave 1 –FY18 ENABLING GOVERNMENT EMPOWERING CITIZENS Copyright © 2019 Accenture. All rightsreserved. 15
  16. 16. Drawingon a person’s life circumstances, goals andambitions, howcangovernment agencies empowerthat individual to reach theirhumancapital potential while also pursuing the societal outcome the government is looking to achieve? Government as an enabler Citizens Optimisethewell-being ofthe citizen across key dimensions Orchestratedacrossother public agencies andprivate companies (actors) Individual goalsand ambitions Public and private actors Societal outcomes that agencies are looking to achieve Legend: Life moments Saving for retirement HDB, CPF Building a family Having a healthy lifestyle Staying relevant at work Keeping a roofover your head Course providers Food vendors SchoolsBanks Copyright © 2019 Accenture. All rightsreserved. 16 ENABLING GOVERNMENT EMPOWERING CITIZENS
  17. 17. To increasedigital inclusion,conversational applicationscan increaseeaseof engagement for some socio-demographic segments by reducingthe need to navigatea complex website or transactional portal.The ability to supportmulti -languageis a plus for somesenior citizens who may only be conversantin dialects/non-English language.Another important valuedriver for conversation as a User Interfaceis that itreduces the wait time and resources needed to respond to basic inquiries.¹ CONVERSATION AS A UI CAN BE GROUPED INTO 3 AREAS INTELLIGENT ASSISTANCE • Proactiveinteraction based on data collected from a variety of sources and habitual monitoringof the owner • Two-way communication • Cognisantand intelligent “Alexa, transfer $500 into my mother’s CPF account” INFORMATIVE RESPONSE • Pre-programmed responses followingverbal cues • One-way feedback • Purely informative SERVICE PROVISION • Pre-programmed interactions and processingbased on verbal queues • Two-way feedback • Informativeand operational “Alexa, what is myCPF OrdinaryAccount balance?” “Alexa, what option should I select formyparenthood tax rebate?” BREAKING DOWN THE DIGITAL DIVIDE BY EMPOWERING CITIZENS THROUGH CONVERSATION Copyright © 2018 Accenture. All rightsreserved. 17
  18. 18. SINGAPORE’S CITIZENS WANT GOVERNMENT AGENCIES TO COLLABORATE WITH THE PRIVATE SECTOR AND INNOVATE MORE. 88%want government agencies to work with the private sector to develop more innovative public services. 77%expect government technology leaders and local governments to innovate more. Source: AccenturePublic ServiceSurvey Wave 1 –FY18 CONNECTED GOVERNMENT ORCHESTRATING SEAMLESS EXPERIENCES Copyright © 2019 Accenture. All rightsreserved. 18
  19. 19. FOUR MODELS FOR CONNECTED GOVERNMENT CROWDSOURCING PLATFORM An innovation-focused approach in which governments collaboratewith citizens, companies,other government organisationsand non-government players. The nextfewslideswill lookattwoof these models:the ecosystemplatform andthe peerplatform. An“ecosystemgovernment”isthe foundationthatallows governmentandnon-governmentorganisationstowork togetheranddelivernext-generationpublicservices.Itisa broadconceptthat encompassesmore thanone methodology. It isalsoa holisticapproachinwhichthe publicsector collaborateswithprivate sectorpartners,citizensandeven robotsto create betteroutcomes. WHOLE-OF-GOVERNMENT PLATFORM An approach thatfocuses on the role of government as the centralised serviceprovider. PEER PLATFORM A service-centric and vertically integrated platformestablished by two or more government entities. ECOSYSTEM PLATFORM An open and outcome-focused platformin which government collaborates or offers services jointly with non-government players. Copyright © 2019 Accenture. All rightsreserved. 19 ORCHESTRATING SEAMLESS EXPERIENCES CONNECTED GOVERNMENT
  20. 20. THROUGH PARTNERS Citizens OthersMerchantsBanks Main government agency Other agencies Developers Embedding governmentin everyday life ECOSYSTEM PLATFORM Copyright © 2019 Accenture. All rightsreserved. 20 Citizens Government agency Other government agencies OthersMerchantsBanks Cross-service connection Subscription toservices DIRECTTO CITIZENS PEER PLATFORM Citizens Government agency Other government agencies CROWDSOURCING PLATFORM ORCHESTRATING SEAMLESS EXPERIENCES CONNECTED GOVERNMENT
  21. 21. Our expert reviews look at key usability categories, developed according to typical user journeys andUXcriteria that form the basis of gooddesktop and mobile experiences. The results from our reviews highlight potential areas of improvement for government desktop and mobile platforms. Our qualitative assessment accounts for the following heuristic categories. BRILLIANT BASICS: OUR RESEARCH ON THE PREREQUISITE FOR A CITIZEN EXPERIENCE IN THE DIGITAL AGE Speed is an importantelement for delivering a good UXthat encourages usersatisfactionandtrust. Automated testing using Lighthouse Editorialqualityandcontentaccuracy (links thatwork, correct spelling and soon)affect how wellusers canengagewith and comprehend information onthewebsite. Automated testing using Siteimprove SITE SPEED READABILITY Content on governmentwebsites must bedisplayed in a way that is accessibletoa widerange ofusers, regardless ofability. Automated testing using SiteimproveACCESSIBILITY PROGRAMMATIC EVALUATION HEURISTICS ASSESSMENT 80+ USABILITY HEURISTICS SEARCHABILITY EASEOF NAVIGATION MOBILE INTERACTION HELP AND SUPPORT SIMPLIFIED FORM FILLING CLEARER CONTENT Copyright © 2019 Accenture. All rightsreserved. 21
  22. 22. WE BELIEVE IMPROVED CITIZEN EXPERIENCES FUEL… OUTCOMES FOR CITIZENS • Betterhealthoutcomesforcitizens • Betterlifelong learninggoals • Betterfinancialsecurityoutcomes • A more optimistic outlook OUTCOMES FOR AGENCIES • Increasedcompliance • Increasedadvocacy • Greater trust ingovernment • Value capturedfrom preventive interventions • Citizens achievingtheirhumancapitalpotential Copyright © 2019 Accenture. All rightsreserved. 22

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