A Digital First Strategy Roadmap
Blog: Customer Experience Management Blog - KANA Software
As I mentioned in a previous blog, I don’t think I know of any government organization that hasn’t established some form of digital-first strategy.
However, many will admit they have a long way to go before they achieve digital nirvana.
The idea of a digital-first strategy roadmap can be daunting, especially when there is somewhat of a scarcity of digital skills in government. To help ease your concerns, I propose a simple four-phase digital-first strategy roadmap to get you thinking about it.
Phase 1 should focus on launching a portal that enables customers to create and manage their own account (“My Account”)—the foundation for future personalization efforts. In addition, this phase could provide easy access to information and services through the provision of an enhanced search capability.
It could also provide anonymous and secure access to those services that are classified as having a low business-level impact security-wise. This phase should also include marketing efforts aimed at driving customers to the new portal.
Phase 2 could focus on extending the services available via the customer portal to those that are classified as having a higher business-level impact from a security standpoint, enhancing the security authorization mechanism accordingly. As such, these services are typically more complex—so this phase should also consider the provision of co-browse to support those digital customers who require help.
Phase 3 could focus on extending the customer portal further to support various customer personas, including businesses and employees. This phase could also introduce functionality that enables an individual to act as an authorized advocate for others, thereby increasing the reach of the digital services.
Phase 4 could introduce personalization to further increase channel shift—as well as provide forums to encourage community participation and leverage analytics to further optimize the digital journey. Analyzing this data is critical to understanding why customers succeed and fail to complete their online journeys, thereby allowing the online experience to be further refined.
You can learn more about Verint’s Digital First Engagement solution, which supports such a digital-first roadmap, from our Digital First microsite.