6 tips to maximise service adoption
A recent study by the Digital Transformation Office reported that citizens have trouble finding the information they need online from the government and are not confident that they either have all the information or that they understand what it means.
In order to increase service adoption and provide a better experience for citizens, having the right strategy in place is critical to achieving your department’s goals.
1. Identify your ideal citizen
Understanding which citizens or groups in the community you are trying to engage will help increase service adoption. Understanding your ideal citizen, the one who is most aligned with the service you are providing means that you will spend less time pursuing individuals or groups who are not interested or eligible for the benefit or service you provide.
By analysing data, citizens can be grouped into different segments according to their values or requirements. Identifying segments based on attitudinal and/or demographic information can drive decisions about how much money and resources should be spent on communicating with each segment, and the channels in which they are most likely to engage with your department.
2. Drive traffic through integrated technology
Once you understand who your ideal citizens are, you need to direct them to your services.
Citizens are now doing their own research and want to have the choice of how, when, and through which channel they will contact government for advice or assistance. Government departments need to meet this expectation by understanding which channels their target citizens are currently using, and being present in each.
More importantly, citizens now expect to be able to leave a conversation with a department in one channel, and pick up exactly where they left off in another.
For example - a citizen may complete an online application for a service but then need to ask a question or submit additional information related to that application. If the relevant member of staff has visibility of this application and can answer questions specific to the individual citizen’s circumstance, the ease of interaction and satisfaction for both parties is significantly increased.
Digital experience platforms (DXP), the integration of the technology for each channel, enable the government to do this; improving the customer experience and as a result, increasing engagement rates.
3. Optimise content
Content is the core of your online experience; after all, people aren't there to look at the pretty pictures. Your content should be developed with the 'digital narrative' in mind, always linking back to the structure that accompanies the entire customer journey. One example of this might be connecting web activity with triggered personalised email communications to build trust and engagement.
An article by Leisa Reichelt, Head of Service Design at the Digital Transformation Office, outlined that numerous studies have shown that more than 50% of people will fail to get things done with government online in Australia, primarily because they can’t find or understand the information being published.
4. Nurture your citizens
Nurturing is the process of developing relationships with citizens at every stage of the journey. It focuses communication efforts on listening to the needs of citizens and providing the information and answers they need at the appropriate time or in anticipation of them arising.
Key to effective citizen management is the integration of technologies such as CRM and Marketing Automation to provide consistency across touchpoints and enable a 360-degree view of the customer.
This same technology can be used to personalise the content being sent to citizens already interacting with your service. Previous actions or engagements can inform the content they see on your website. For example, a citizen who has registered to attend community event is presented with an agenda for the event the next time they visit the site, rather than seeing the event registration form again.
5. Improve engagement rates
Engagement Rates are best identified by the percentage of citizens interacting with your department who take a specific action you want. For example, while 1,000,000 citizens interact with a department in a year, 200,000 may open educational emails; an engagement rate of 20%.
Ultimately, the more citizens who are highly engaged and having positive experiences with a department, the more effective services can be delivered, and the greater likelihood citizens will become advocates within the community.
If you have followed the last four tips, you are well on your way to improving engagement rates. Other strategies you may wish to implement:
- Build a digital experience platform: DX platforms are capable of providing dynamic experiences for customers with the integration of technologies such as marketing automation tools, CRM, CMS, and advanced search.
- Optimise landing pages: Landing pages are the place someone “lands” on your website. In addition to new citizens, many repeat visitors will come across your landing page. Optimising landing pages for every stage of the journey will help improve your engagement rates.
- Employ lead scoring: Lead scoring enables you to determine a citizen’s level of interest in the services you offer (engagement) and combine it with your interest in them (demographics targeting). By combining both factors, you can send better-qualified names to your communications team.
6. Empower your communications team
Maximising the time your communications team can spend engaging citizens is an integral part of the process. CRM technology enables you to build, maintain, and strengthen relationships; but also tightly align business processes with your citizen’s needs.
Automation of business processes allows the communications team to spend less time working on administrative tasks, and more time where they are truly adding value.
A seamless experience for citizens
Adopting a digital strategy that enables individuals to find, and/or be proactively presented with the information they need, will increase service adoption rates and result in a more positive, intentional experience for both citizens and employees and ultimately drive tangible economic benefit for the community.