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Nowadays, in many places, public authorities still mainly offer traditional channels such as telephone, email or written communication by mail, or customers even have to deal with their concerns on site at the counter, which limits the accessibility of the authority to office hours - much to the displeasure of citizens, who are now used to communicating digitally and around the clock from most other areas of their private as well as professional lives, if they want to do so.
Numerous government agencies and authorities are taking these new demands and expectations very seriously and are now offering their customers the desired options. These pioneers in the field of administration make it clear that digital customer dialog brings great advantages not only in the private sector, but also for public authorities. Particularly noteworthy here is the Social Insurance Institution of the Canton of Aargau (SVA), which was the first to digitize its premium reduction process with the help of Chatbot «Maxi» - a self-service offering that is very well received by customers and at the same time takes an enormous amount of pressure off employees. The Luzern compensation office (Ausgleichskasse) has already followed suit with Chatbot «Wasi»and is benefiting from the great added value generated by the chatbot.
The innovative digitalized communication offerings also have a particularly positive effect on the image of the authorities, which immediately appear much more modern and open-minded to the outside world as a result
Increased efficiency, a high level of accessibility around the clock, and the relief of employees from repetitive standard inquiries, especially during peak times, are not the only advantages that digital helpers bring to customer dialog. The innovative digitized communication offerings also have a particularly positive effect on the image of the authorities, which immediately appear much more modern and open-minded to the outside world as a result, an advantage that is not to be underestimated. The enthusiastic customers make it clear through their strong use of the new channels that digital offerings and innovations are in line with the spirit of the times and can and should also be increasingly used by public authorities.
Innovative digital communication offerings are well received
Cantonal authorities are well aware of these advantages. In September 2018, for example, the cantons published their guidelines on digital administration, which deal precisely with this topic (Leitlinien der Kantone zur Digitalen Verwaltung). In them, the cantons set out how authorities should make use of the new technologies.
It is therefore also recommended that public authorities focus on the needs of their customers ...
Two principles correspond precisely to the success factors that are relevant to the private sector for successful customer service by service organizations: First, the focus on customer benefits, i.e., the «customer experience,» and thus the implementation of efficient solutions from a customer-centric perspective, and second, «digital awareness,» i.e., awareness of digital offerings and empowerment to use them. It is therefore also recommended that public authorities focus on the needs of their customers and on making them more aware of and motivating them to use digital service offerings and to focus more on digital channels and technologies.
The cantons with their guidelines have sent a clear signal in favor of digitization and automation. Now the official institutions are called upon to explore their individual possibilities and to use the digital technologies that are available for innovative customer communication.
Contact us if you would like to learn more about the digitization possibilities in customer dialog at public authorities - especially with the help of chatbots.
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