For years, Forrester has talked about the importance of connecting customer experience to business outcomes, partially to stoke the CX function’s survival instinct and partially because you’ll go broke if you’re doing CX just for CX’s sake.
Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public sector leaders connect CX with mission outcomes. We’re pleased to announce the publication of Why CX For Government: Proof That Investing In Experience Boosts Participation, Efficiency, And Resilience!
As we explain in the report, the business case levers for government are similar to those of the private sector, but they’re not quite the same. In fact, they are:
Increasing participation. Government agencies thrive on their ability to inspire the compliance, uptake, and advocacy that justify investments in programs and services.
Optimizing for efficiency. This has taken center stage in many governments and at all levels of government — covering everything from the costs to serve to the scope of the programs and services being offered.
Improving resilience. As with the private sector, resilience covers a lot of ground not included in the first two levers. In this case, it includes everything from operational continuity and safety to advocacy and equity.
We’ve gathered more than 20 examples from different countries, and at different levels of government, to show that it is possible to describe the ROI of CX in government. Some sample metrics or examples may resonate more depending on the specific interests of a given agency’s mandate or current political climate. But we’ve got something for everybody in this one, so take inspiration from the pieces that will work best for your agency’s leadership.
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