Adobe and WPP Research Reveals That Citizens Want Governments to Prioritize Personal, Relevant Experiences – Just Like the Private Sector
Adobe (NASDAQ:ADBE) and WPP’s government and public sector practice
today released the results of a global study
that found citizens want governments to transform their online services
to be more like the private sector. More than 7,000 citizens in seven
countries took part in the research, which found that their governments
need to look beyond simply having a presence online, and more on
delivering experiences that are personal and relevant to the user, in
line with the experiences already widely delivered by private sector
organizations.
While the need for modernization of government services is recognized
across many countries, this study examines citizens’ perspectives on
what impacts their interactions with government online. Some of the most
popular specific improvements to government services requested were:
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pre-filled tailored information;
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instant online communication for help; and
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being offered additional relevant information.
“We know trust in government is generally low, and that positive digital
experiences increase citizens’ trust in their government,” said Jace
Johnson, vice president, Global Government Relations and Public Policy
at Adobe. “This study gives governments a clear path to build trust
through innovation, which ultimately improves governments’ ability to
create a stronger and more positive relationship with citizens."
To understand what drives a positive experience of online public
services, researchers explored five dimensions of experience: citizen
journey, mobile, design, relevance and relationship. Researchers found
that citizens ranked the more advanced and emotive dimensions, including
relevance, relationship and design, as “most important” to their overall
satisfaction with online government services. Yet across all seven
countries, respondents said that their governments are performing better
on the more functional components of experience – citizen journey and
mobile functionality.
“We’ve seen many governments going through digital transformations,
making major investments in citizen services,” said Sean Howard, global
managing director, The Government & Public Sector Practice at WPP. “This
citizen-centric study shows that by focusing on dimensions of relevance,
design and relationship, governments may begin to fully realize the
benefits of those digital transformations: more cost-effective service
delivery; increased accuracy of transactions; improvements in citizen
satisfaction and the corresponding benefits in citizens’ relationships
with their government.”
The full report can be found here.
Methodology
In June 2017, WPP’s government and public sector consultancy and
research practice, Kantar Public, leveraged desk research, online
quantitative surveys, qualitative in-depth interviews and social media
analysis to gather insights around citizen experiences of digital
government services. At least 1,000 adults aged 18-64 years old were
surveyed in each country (except one country, where the upper age limit
was 44 years old) using the Kantar Online Omnibus. Data was weighted to
be representative of the population aged 18-64 in each country (aged
18-44 in Country A).
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
About WPP
WPP’s The Government & Public Sector Practice advises policymakers and
public sector communication leaders on strategy, innovation, capability
development and global best practice.
To learn more visit www.wpp.com/govtpractice.
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Adobe
Lisa Lindgren, 202-494-9143
llindgre@adobe.com