There’s a river of applicants, business partners, employees and citizens flowing in and out of government buildings all day long. At the end of the day, how do you actually know whether anything got done? More importantly, do the people know that this particular branch of government is efficient? Is it doing better than other agencies? Which location or office is providing better service than others in the same agency?
The answers to these questions can be found in government transparency, and for that, you need customer data.
Who were your customers today? Did they book an appointment? What did they come for? When did they come? How long did they have to wait? Did they receive the service they came for? Which employee or employees attended to them? Was there any SLA breach of the service levels you have agreed to provide?
Customer Identification and Use of Government Data
The data required to generate detailed reports with answers to the questions above need customer identification and segmentation. You have to track the entire customer journey from the minute they book an appointment to the time the transaction is closed and till the customer exits.
But not all customers will book an appointment or let you know before they arrive at a branch. Even those who do schedule appointments are entered into a log book somewhere, and the data is almost always unutilised because it’s not a full set of all your customers for that day or week or month.
Omni Channel Customer Journey Solution
So the question is, how do you get data for all your customers, across all channels? What you need is a customer journey solution that gets your customers to where they’re going, no matter which path they choose.
The steps a government agency needs to take, to get the customer identification data, and then safeguard it while still generating reports on branch and agency performance, are outlined below.
- Identify all the channels you need to be on. This means walk-ins, phone, email, SMS, social media, mobile app, etc.
- Implement a customer management system. This should include a customer call tracking system, and a virtual queue system, so that any calls made and responded to get entered into the database as a new query or an existing customer who has requested a meeting.
- Integrate the Omnichannel software with your eGov IT backbone, CRM and other existing systems.
- Set up custom reporting from the software, based on data queries such as period, branch, service, average wait times, average service times, number of customers waiting, etc.
- Based on analysis of above data, you can decide what changes need to be made in specific branches as well as agency-wide.
For example, if the number of people waiting in a particular branch at any given time drops down to below 80% of what it was before the Omnichannel implementation, then you can recommend that they shift the branch to a smaller location and save on office rental costs.
This is the kind of government transparency that an Omnichannel system will bring to your organization, simply by identifying every customer at the first point of contact and then providing you segmentation data that gives you the metrics required to get a handle on branch, service and agency performance.