The Problem of Inconsistent Online Government Experiences
Today’s digital consumers are used to conducting business online— shopping from their favorite retailers, getting answers to questions, even watching movies and listening to music.
These digital consumers are also digital citizens, who demand the same online experience when dealing with a government agency.
Traditionally, these government agencies are slow adopters of new technology and are not well-versed in today’s online world. However, government agencies can no longer delay in answering the demands of their digital citizens, with many now in a race to put services online. Without a clear digital first strategy however, government agencies face the possibility of offering an even worse citizen experience.
Arguably one of the easiest things to do is introduce multiple website and portal applications. While they each provide digital access to services, they also have their own distinct look and feel, requiring their own user accounts and resulting in a disconnected and confusing user experience.
Consumer brands that are currently winning the battle for online consumers know that the online experience must be consistent at every interaction and on every channel. This includes all online experiences, which should maintain the same look and feel regardless of the page visited.
An inconsistent online user experience leads to customer confusion and often forces the customer or citizen to use traditional channels, such as the phone, to complete their activity. This is in direct conflict to the outcomes set within the government agency’s digital first strategy.
This, unfortunately, is the reality for many government agencies. Aside from the main website, many government organizations have at least one additional transactional portal, with some having as many as five (or more). These separate portals are often managed by different departments within the same government agency, and sometimes even hosted by different vendors, resulting in varying designs and functionality.
While some sites may allow minor adjustments to make them appear as part of the main website, others do not, resulting in an inconsistent online user experience.
Does this mean government agencies have to accept the status quo? No! They should work with their suppliers to ensure their current websites and portals can be re-styled to give them a consistent look and feel. If your supplier isn’t overly enthusiastic about making those changes for you, they might change their mind when support renewal time rolls around!
The post The Problem of Inconsistent Online Government Experiences appeared first on Customer Experience Management Blog.
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