Adobe and WPP Research reveals citizens want governments to prioritize personal, relevant experiences

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Adobe and WPP’s The Government & Public Sector Practice, released the results of a global study that found citizens want governments to transform their online services to be more like the private sector.

More than 7,000 citizens in seven countries took part in the research, which found that their governments need to look beyond simply having a presence online, and more on delivering experiences that are personal and relevant to the user, in line with the experiences already widely delivered by private sector organizations.

While the need for modernization of government services is recognized across many countries, this study examines citizens’ perspectives on what impacts their interactions with government online. Some of the most popular specific improvements to government services requested were:

* pre-filled tailored information;
* instant online communication for help; and
* being offered additional relevant information.

The study re-inforces the critical role of positive and innovative digital experiences in helping governments effectively provide services to citizens.

Premal Shah, head - Government and PSU, Adobe, South Asia, said: “The wave of digitalization has impacted all macro and micro agencies, communities and organizations across the world. As citizens go increasingly digital, Government bodies are actively driving the digital transformation agenda and looking for new ways of taking citizen experiences online.

"Efficient e-governance is not only about availability of citizen services on web and mobile, but should also focus on increasing citizen awareness by targeted promotion and marketing efforts to drive increased usage. Fueled by initiatives of Digital India, India is poised to make great strides in delivering holistic digital experiences towards better governance and greater convenience for citizens.”

To understand what drives a positive experience of online public services, researchers explored five dimensions of experience: citizen journey, mobile, design, relevance and relationship. Researchers found that citizens ranked the more advanced and emotive dimensions, including relevance, relationship and design, as “most important” to their overall satisfaction with online government services.

Yet, across all the seven countries, respondents said that their governments are performing better on the more functional components of experience – citizen journey and mobile functionality.