Imagine this: a citizen calls one of their state agencies looking for information on how to apply for a marriage license. They're excited about their big day, but they're also a little frazzled because they couldn't find the answer they needed online. What should have been a simple search has now led to a phone call and the prospect of a long time on hold.
When the hold music ends, a representative answers and starts to work down their preset list of questions to no avail — because, as it turns out, the answer the citizen is looking for lies under the jurisdiction of another agency. There's nothing the representative can do, and the call ends with both parties disappointed. The citizen is left without an answer after many hours on hold and now has to spend additional time performing similar searches with a different agency, while the representative was unable to answer the caller's question(s).
This scenario probably sounds familiar. Navigating government services online can be challenging, an experience fraught with phone trees, long hold times, and unanswered questions.
The frustration increases when major life milestones are involved: an impending marriage, a recent death in the family, an upcoming retirement–or even being displaced by a disaster. And whether the milestone is good or bad, the person experiencing it is likely stressed — and seeking answers. Government representatives want to give them those answers, but they're not always easy to come by.
But they can be. By delivering a holistic citizen experience (CX) program, agencies can provide citizens with the answers they seek no matter what life has in store for them — building trust in the process.