Governments need to make it easier for citizens to get help if they fail to get what they need on government websites, Bruce Eidsvik, Managing Director Asia Pacific, Genesys told FutureGov.
“There are tools that monitor users’ behaviour online. If they are stuck on a page or having difficulty filling in a form, users can be prompted if they’d like to chat with an agent or make a call directly from the site,” he explained.
“If a user chooses either option, our customer interaction management platform finds the most suitable agent with the right strengths and skills to help. Moreover, background information on the user, including what he/she has done online to that point, will be passed on to the agent. With a little help from the agent, most users can then continue along the self-service journey,” he added.
Besides improving the overall citizen experience, this greatly increases the efficiency of the government departments. Data on the online behaviour of users can also be used as feedback to constantly enhance the website.
“As governments put more information and transactions online, it is now more important to have a way to seamlessly move the citizen from the website to an assisted channel (whether it is a phone call, chat or email) if the user gets stuck in the online process,” he said.
Eidsvik used the analogy he heard recently of a physical retail shop without service staff. “Think of a store that has thousands of customers walking in every week to buy something. Now, we can hardly imagine such a store without anybody serving the customers. So why do we do that online? We are under-serving these online users and leaving them stranded?”
Technology can help governments provide a better citizen experience across multiple digital channels. By mapping out the entire citizen online journey and bridging the self-service to assisted service experience, Eidsvik said that online conversion rate can increase from 3% to 20%. This is a great opportunity for government organisations that are trying to migrate citizens to their online channels.