Delivering integrated experiences through omnichannel service delivery
Government agencies should use a combination of communication channels to serve a diverse range of people and deliver seamless user experiences.
In a world where you can browse and shop for your favorite products online and effortlessly return or exchange them at a physical store, what if your government could replicate the same experience? An effective omnichannel approach engages with people where they are and in a manner they prefer, whether via phone, website, or chatbot, among other channels.
Deloitte’s recent citizen survey of respondents from 13 countries supports the idea that individuals from diverse demographics generally prefer interacting with the government differently. The survey revealed that while websites are popular across all surveyed age groups, the younger population of respondents prefers accessing services through mobile apps and chatbots. Older respondents, in contrast, choose to access services through face-to-face channels. This difference in preference for accessing government services among different demographics could be attributed to convenience, internet accessibility, geographical considerations, and privacy concerns. By offering multiple channels, governments can cater to a broader base and accommodate diverse preferences, potentially leading to higher citizen engagement.
/figures/GLOB176666_Figure1.png){kind=link}
Methodology
In November–December 2022, Deloitte surveyed 5,800 individuals to understand their use of government digital services across 13 countries. Read more about the survey methodology and respondent profile here.
Elevating customer engagement through omnichannel delivery
In the modern digital era, citizens expect government services to be efficient, accessible, and tailored to their needs. Governments worldwide should recognize the importance of adapting and transforming their service delivery to meet these expectations. Traditionally, government services have largely been delivered through disparate and siloed channels, often resulting in a fragmented citizen experience. Citizens are often frustrated by having to visit multiple physical locations, navigate complex websites, and fill out repetitive paperwork, resulting in lost time and effort. To address these challenges, omnichannel experiences can be developed that seamlessly combine numerous touchpoints such as websites, mobile applications, chatbots, contact centers, and physical offices into a cohesive and integrated service environment.
Considerations for government agencies
Start with experience and not technology: Technology is often just an enabler and not an end goal. For example, what do citizens want and value? What kind of experience does an agency want to deliver? And how do citizens want to engage with the agency? Answering these questions should take priority over use of technology to deliver an omnichannel experience.
Break down data silos: Integrating multiple channels of communication and back-end systems is often a first step for governments to enable an omnichannel experience. This includes gathering data on citizens across touchpoints, understanding citizens’ preferences, and ensuring data exchange across multiple channels. Governments should invest in a strong technological infrastructure and implement interoperable data standards allowing real-time data-sharing across channels and agencies.
Keep equity concerns in mind: Agencies should acknowledge equity concerns around reliable internet, tech-savviness, and navigating different channels with hearing or visual impairments. Governments should ensure that all different interaction journeys work equally well for residents. While someone without internet access would likely prefer in-person access to services, someone in a rural area hours away from a government services center might prefer video call or chatbot.