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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 rights reserved.
  2. 2. OUR RESEARCH SHOWS PUBLIC AGENCIES HAVE CLEAR OPPORTUNITIES TO ENGAGE WITH EMPATHY, PROACTIVELY EMPOWER CITIZENS AND ORCHESTRATE SEAMLESS SERVICE EXPERIENCES. EMPOWERENGAGE ORCHESTRATE Copyright © 2019 Accenture. All rights reserved. 2
  3. 3. Living Government Discover what is possible for governments interacting with citizens in the digital age. Brilliant Basics Capture observable, measurable and actionable insights for present and future benchmarking. WHY THIS RESEARCH Copyright © 2019 Accenture. All rights reserved. 3
  4. 4. Source: Digital government: Great expectations 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 rights reserved. 4
  5. 5. CITIZENS’ LIQUID EXPECTATIONS CAN DIGITAL GOVERNMENT ALONE ADDRESS GROWING CITIZEN DEMANDS? 5 Copyright © 2019 Accenture. All rights reserved. We believe digital government services are the way forward, but government needs to go further. Citizens are digital customers; they engage and transact online every day. They are accustomed to consuming delightful, relevant and seamless experiences, with brands that continuously reinvent themselvesto anticipate customers’ goals and needs. As customers’ expectations escalate and evolve in the commercial sphere, so too will their expectations for how they engage with the government.
  6. 6. FROM DIGITAL GOVERNMENT TO LIVING GOVERNMENT 6
  7. 7. WHY “LIVING GOVERNMENT”? Citizens are already beginning to expect that government interactions will be hyper-relevant to their individual needs. Governments must go beyond bolting on technology to their agencies’ existing systems and processes. We believe the solution is a 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 7 Copyright © 2019 Accenture. All rights reserved.
  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 adaptive interaction channels for prototyping, delivering and scaling innovative experiences at speed. SCALE WITH PARTNERS Pursue Government as a Platform (GaaP), a broader partner ecosystem that uses data, platforms and new technologies to address large complex issues in collaboration with citizens, non-government organisations and businesses. REWIRE CULTURE Cultivate a citizen-focused mindset, eliminate silos, and augment the workforce with skills and new technologies. UNLOCK NEW VALUE FOR CITIZENS Balance core and new investment based on enhanced citizen insights, fuelling continuous cycles of innovation. *Note: This is from Accenture Global Consulting Winning Ways – Living Business DESIGN FOR CITIZENS Craft value-adding and hyper-relevant services with individual citizens in mind, adapting to different needs and contexts. HOW DO WE REDEFINE GOVERNMENT SERVICES TO FULFIL OR EXCEED CITIZENS’ LIQUID EXPECTATIONS? LIVING BUSINESS AS A BASELINE Copyright © 2019 Accenture. All rights reserved. 9
  10. 10. A connected government responds to and embraces innovation and new partnerships, not as an institutionalised collaborator working with the core ecosystem stakeholder, but as a participant in an open innovation paradigm. An enabling government empowers citizens to improve their human capital potential and meaningfulness, working with individuals to address their key needs and personal goals, tailored to their life circumstances. An anticipatory government demonstrates fluidity and agility, continuously accommodating citizens’ ever-evolving needs 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 10 Copyright © 2019 Accenture. All rights reserved.
  11. 11. OUR RESEARCH THE PREREQUISITE FOR A CITIZEN EXPERIENCE IN THE DIGITAL AGE Living Government is becoming the new benchmark for citizen experiences in the future. It delivers anticipatory, enabling and ecosystem-based citizen experiences. These definitions are based on: • Themes that emerge in Accenture’s global work • Trends we have observed • What we hear from citizens. OBSERVABLE, ACTIONABLE AND REPEATABLE The Brilliant Basics framework is a customised assessment for various public services, including tax authorities, immigration and other citizen services. The insights it delivers are grounded in evidence and are actionable. LIVING GOVERNMENT THE ART OF THE POSSIBLE BRILLIANT BASICS: 11 We deployed a mix of qualitative and programmatic evaluations, comprising: • User interviews • Usability reviews conducted by user experience (UX) researchers • Automated tests to evaluate site speed, readability and accessibility.Copyright © 2019 Accenture. All rights reserved.
  12. 12. Our expert reviews look at key usability categories, developed according to typical user journeys and UX criteria that form the basis of a good desktop and mobile experience. 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: THE PREREQUISITE FOR A CITIZEN EXPERIENCE IN THE DIGITAL AGE Speed is an important element for delivering a good UX that encourages user satisfaction and trust. Automated testing using Lighthouse Editorial quality and content accuracy (links that work, correct spelling and so on) affect how well users can engage with and comprehend information on the website. Automated testing using Siteimprove SITE SPEED READABILITY Content on government websites must be displayed in a way that is accessible to a wide range of users, regardless of ability. Automated testing using SiteimproveACCESSIBILITY PROGRAMMATIC EVALUATION HEURISTICS ASSESSMENT 80+ USABILITY HEURISTICS SEARCHABILITY EASE OF NAVIGATION MOBILE INTERACTION HELP AND SUPPORT SIMPLIFIED FORM FILLING CLEARER CONTENT Copyright © 2019 Accenture. All rights reserved. 12
  13. 13. KEY THEMES FROM THE RESEARCH EMPOWER ENGAGE ORCHESTRATE 13
  14. 14. 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: Accenture Public Service Survey Wave 1 – FY18 1IN2citizens expect more personalised service as a result of government innovation. Copyright © 2019 Accenture. All rights reserved. 14 ANTICIPATORY GOVERNMENT ENGAGING WITH EMPATHY
  15. 15. As citizens’ expectations evolve, so must the experiences that government agencies deliver. To be as relevant as possible, governments need to act on 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 about the 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 rights reserved. 15 ANTICIPATORY GOVERNMENT ENGAGING WITH EMPATHY
  16. 16. SINGAPORE CITIZENS WANT THE GOVERNMENT TO HELP THEM FEEL MORE SECURE AS THEY PLAN FOR THE FUTURE ~7IN10citizens 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: Accenture Public Service Survey Wave 1 – FY18 ENABLING GOVERNMENT EMPOWERING CITIZENS Copyright © 2019 Accenture. All rights reserved. 16
  17. 17. Drawing on a person’s life circumstances, goals and ambitions, how can government agencies empower that individual to reach their human capital potential while also pursuing the societal outcome the government is looking to achieve? Government as an enabler Citizens Optimise the well-being of the citizen across key dimensions Orchestrated across other public agencies and private companies (actors) Individual goals and 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 roof over your head Course providers Food vendors SchoolsBanks Copyright © 2019 Accenture. All rights reserved. 17 ENABLING GOVERNMENT EMPOWERING CITIZENS
  18. 18. To increase digital inclusion, conversational applications can increase ease of engagement for some socio-demographic segments by reducing the need to navigate a complex website or transactional portal. The ability to support multi-language is a plus for some senior citizens who may only be conversant in dialects/non-English language. Another important value driver for conversation as a User Interface is that it reduces the wait time and resources needed to respond to basic inquiries.¹ CONVERSATION AS A UI CAN BE GROUPED INTO 3 AREAS INTELLIGENT ASSISTANCE • Proactive interaction based on data collected from a variety of sources and habitual monitoring of the owner • Two-way communication • Cognisant and intelligent “Alexa, transfer $500 into my mother’s CPF account” INFORMATIVE RESPONSE • Pre-programmed responses following verbal cues • One-way feedback • Purely informative SERVICE PROVISION • Pre-programmed interactions and processing based on verbal queues • Two-way feedback • Informative and operational “Alexa, what is my CPF Ordinary Account balance?” “Alexa, what option should I select for my parenthood tax rebate?” BREAKING DOWN THE DIGITAL DIVIDE BY EMPOWERING CITIZENS THROUGH CONVERSATION Copyright © 2018 Accenture. All rights reserved. 18
  19. 19. 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: Accenture Public Service Survey Wave 1 – FY18 CONNECTED GOVERNMENT ORCHESTRATING SEAMLESS EXPERIENCES Copyright © 2019 Accenture. All rights reserved. 19
  20. 20. FOUR MODELS FOR CONNECTED GOVERNMENT CROWDSOURCING PLATFORM An innovation-focused approach in which governments collaborate with citizens, companies, other government organisations and non-government players. The next few slides will look at two of these models: the ecosystem platform and the peer platform. An “ecosystem government” is the foundation that allows government and non-government organisations to work together and deliver next-generation public services. It is a broad concept that encompasses more than one methodology. It is also a holistic approach in which the public sector collaborates with private sector partners, citizens and even robots to create better outcomes. WHOLE-OF-GOVERNMENT PLATFORM An approach that focuses on the role of government as the centralised service provider. PEER PLATFORM A service-centric and vertically integrated platform established by two or more government entities. ECOSYSTEM PLATFORM An open and outcome-focused platform in which government collaborates or offers services jointly with non-government players. Copyright © 2019 Accenture. All rights reserved. 20 ORCHESTRATING SEAMLESS EXPERIENCES CONNECTED GOVERNMENT
  21. 21. THROUGH PARTNERS Citizens OthersMerchantsBanks Main government agency Other agencies Developers Embedding government in everyday life ECOSYSTEM PLATFORM Copyright © 2019 Accenture. All rights reserved. 21 Citizens Government agency Other government agencies OthersMerchantsBanks Cross- service connection Subscription to services DIRECT TO CITIZENS PEER PLATFORM Citizens Government agency Other government agencies CROWDSOURCING PLATFORM ORCHESTRATING SEAMLESS EXPERIENCES CONNECTED GOVERNMENT
  22. 22. WE BELIEVE IMPROVED CITIZEN EXPERIENCES FUEL… OUTCOMES FOR CITIZENS • Better health outcomes for citizens • Better lifelong learning goals • Better financial security outcomes • A more optimistic outlook OUTCOMES FOR AGENCIES • Increased compliance • Increased advocacy • Greater trust in government • Value captured from preventive interventions • Citizens achieving their human capital potential Copyright © 2019 Accenture. All rights reserved. 22

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