Connecting the Government Agency to Orchestrate End-to-End Constituent-Centric Journeys

This IDC Perspective discusses the increasing role of AI in government customer experience (CX) and how other industry initiatives are at a crossroads: Organizations must choose between optimizing their financial, product, and operational excellence or adopting a more customer-centric business model. The challenge for the constituent/customer-centric model is that, while it is intuitively true that a deep understanding of customer behavior has significant business value, it is extremely difficult to measure and prove its actual business impact.The constituent/customer-centric business model requires significant organizational transformation to orchestrate an end-to-end customer journey across the enterprise. Agencies that want to gain a competitive advantage through superior CX must not make the same mistakes that have torpedoed some earlier CX initiatives, where major investments in data gathering did not pay off. The following are four key areas that are critical to the success of most CX initiatives:Defining the North Star of CX for the entire enterpriseDefining the proof points to measure the business impact of constituent/customer orchestrationDefining a constituent/customer-centric data platform that will weave the journey togetherDefining the culture and organization that will deliver exceptional end-to-end constituent/customer journeys"CX needs to be defined at the highest level of an agency's mission, strategy, vision, goals, values, success factors, and priorities as government takes on a more constituent/customer-centric business model," says Thom Rubel, adjunct research advisor, IT Executive Programs (IEP), IDC. "This reenvisioning of an agency with the constituent/customer in the center can be viewed as its North Star. With the pervasive implementation of AI based on this construct, agencies can leapfrog traditional CX implementation cycles to become cutting-edge experience-oriented (X-O) organizations."