The keys to a citizen-centric digital transformation
Government web teams are vital in providing citizens access to information and services. In today's digital world, citizens expect omnichannel experiences, data-driven decision-making, and personalised content. Government web teams must embrace new technologies and strategies to meet these expectations.
Government agencies and organisations probably think about digital transformation and strategy differently, but some key factors are generally common to most strategies. Let's discuss three of them.
Omnichannel experiences allow citizens to interact with government services through various channels, including websites, mobile apps, social media, and phone calls. This gives citizens the flexibility to choose the channel that is most convenient for them.
To create omnichannel experiences, government web teams need to:
- Develop a content strategy that considers all channels.
- Optimise your CMS to support omnichannel delivery.
- Implement analytics tools to track user engagement across channels.
- Build content displays for multiple devices.
- Integrate with other relevant technology: marketing, social media, and customer relations management applications.
Data literacy is understanding and using data to make informed decisions. Government web teams can use data to track website traffic, identify popular content, and measure the effectiveness of their marketing campaigns.
To encourage data literacy, government web teams can:
- Provide training on data analysis tools and techniques.
- Create dashboards and reports that are easy for stakeholders to understand.
- Make data accessible to stakeholders in compelling, relevant, and easily understood formats, including tables, charts, and graphs.
- Promote a culture of data-driven decision-making.
Personalisation is the process of tailoring content and experiences to individual users. Government web teams can use personalisation to provide citizens with more relevant and useful information. Modern technology that Morpht has developed allows for personalisation at scale without storing customer data. This gives many agencies that formerly eschewed personalisation options to offer citizens much richer experiences.
To personalise experiences, government web teams can:
- Use analytics to collect data on user behaviour and preferences.
- Segment users into different groups based on their needs and interests.
- Use personalisation technologies to deliver targeted content and experiences to each group.
By embracing these initiatives, government web teams can create a better experience for citizens and government employees alike.