Digital "super users" are conducting almost half of all their interactions with government through smartphone apps and social media, and leaders at all levels should plan now to meet the needs of the "future client base" these users represent, according to a new Accenture Consulting survey.
A growing indicator of where citizens as a whole are headed, super users — typically younger, slightly more affluent consumers — see commercial digital experiences constantly improving, and they are coming to expect government digital standards should be held to the same bar.
Using a March 2016 online survey of 3,300 voting-age citizens and interviews with 118 public service leaders in 16 states, Accenture identified 23 percent of all respondents in this new category demanding positive service experiences in all facets of life.
Local, state and federal agencies that recognize the value of developing digital channels are in a position to satisfy more people more of the time, since 84 percent of super users say improved digital services would have a positive impact on their perception of government.
"By understanding citizens' habits and priorities around digital services, governments and public service organizations will be better equipped to provide more-personalized, seamless experiences for the citizens and communities they serve, building on already high rates of satisfaction," said Steve Hurst, Accenture's digital government lead.
A higher percentage of super users than regular citizens already use digital services when applying for/renewing drivers' licenses, paying taxes, comparing/applying for benefits and paying fines/tickets, among other activities. They are also more vocal in valuing privacy and security, status updates of requests, customizable information filters, single accounts across agencies and especially smartphone apps and social media integration, among other advanced functions.
Super users push for more relevant returns from search functions, clear answers to questions, consistent information across platforms and confidence in information not sourced in person or by phone.
With these views in mind, public service leader interviewees acknowledged certain best practices that could be most effective, including establishing data-sharing agreements across departments; providing a single sign-on to multiple services; establishing customer experience guidelines/governance structures; creating teams for customer experience, web/mobile app development and a dedicated analytics team; creating a single point of contact for citizens; making it easier to collaborate with private sector digital specialists; investing in mobile apps; and creating a team for digital applications, separate from the traditional IT department.
Super users indicated that a forward-looking government promoting efficient, effective, personalized and trustworthy digital services increases their satisfaction with government channels. The worry expressed by one-third to half of the public service leaders, however, is that a lack of vision, in-house talent and technological resources will hamper new user-centered design strategies from being implemented in the foreseeable future.
More details from the survey can be viewed on Accenture's website.
