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5 ‘Musts’ of the New Digital Experience Government

What is Digital Experience Government?
What does it mean to become “more digital”? Hasn’t government been “going digital” since the move to the web in the early ’90s? Yes, but to be a digital organization today means providing citizens, public servants, active duty military, and veterans an exceptionally easy and accessible front door to government services. With today’s confluence of new channels, new technologies, citizen hack-tivists like Code for America, innovative public sector leadership and digitally demanding users, government organizations have an opportunity to set the example for organizations of all kinds in serving their users. Digital transformation enables governments to be more responsive and better aligned with user needs than ever before.

A recent report from the Altimeter Group defines digital transformation as:

The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.

Digital transformation cannot stop there. Transformation is also about making improvements to internal efficiencies and productivity. It shouldn’t just be about increasing user engagement, it should also provide substantial cost savings to your organization.

A Model for Digital Transformation in Government: The Five Musts
There are five key ingredients your public sector organization needs in order to enable and more importantly sustain exceptional digital experiences. I call these the Five “Musts” of the new digital experience government.

There is no magic here. These are pragmatic, actionable components of a sustainable digital strategy. Starting with one of these is a huge step in the right direction – you don’t have to implement them all at once, with the notable exception of No. 5: Cultural Support. Cultural Support is a necessary success factor for all other components of this model.

digital transformation steps

  1. Digital Cloud. Organizations need a cloud platform and services optimized for enabling secure, reliable digital experiences.
  2. Open Technology. Open source software and open interfaces enable rapid innovation and response to change.
  3. Personalization. Optimize citizen experiences through testing, targeting and defining user segments. Use those segments to deliver the right content at the right time, directly to your users.
  4. Omnichannel. Structure content “atomically,” manage it centrally, and publish it across multiple channels such as mobile, web, and email.
  5. Cultural Support. Successful digital transformation efforts require shared goals and collaboration across IT, executive leadership, external affairs, procurement and project management teams.

More about each of these “Five Musts” to come. In my next post in this New Digital Experience Government series, I’ll explore Must #1: Digital Cloud.

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