People want easy-to-use government customer services

UK citizens want simple, intuitive digital government customer services that are secure and ensure privacy is protected, according to a new Accenture report, Public service experience through a new lens. However, they also still want the options of telephone or in-person services.

The report indicates that as public service sectors modernise, they need to focus on keeping it simple.

The percent of people in the UK saying they wanted more digital interaction with their respective governments increased to 25 percent from 23 percent in 2019, although this isn’t as significant as the average global figure, which went from 29 percent to 39 percent of people.

However, 46 percent of respondents said accessing public services is frustrating, with 37 percent finding government processes and interactions intuitive.

“The best step forward to improve customer experiences is to establish simple and secure processes so people can get what they need on the first try,” said Eyal Darmon, Accenture’s global public sector customer engagement lead. “If people – the customers – can quickly get easy questions answered via straightforward online, phone or in-person services, this frees up government workers to focus on more challenging customer service questions.”

Government customer priorities

People surveyed prioritised “ease of use” and “more confidence in data security and privacy” when asked what would make them more likely to use digital services. More than half (57 percent) say they would be willing to share more personal data with government agencies for greater convenience and efficiency. The research also found that while most people interact with governments less than once a year, those who rely more on government services are the strongest supporters of increasing digital interactions.

In addition, the research highlights the importance of providing efficient non-digital services. Twenty-three percent of survey respondents said they lack high-speed internet access at home, and 22 percent prefer in-person or telephone access as top ways of accessing government information. This compares to more than 40 percent globally.

“Prioritising customer service in government is about seizing opportunities to deliver better experiences and outcomes for all,” said Kevin Ellenwood, public sector lead in Accenture Song (formerly Accenture Interactive). “Yes, we see lots of rising interest in and emphasis on digital channels, but the core goal is better serving people, not forcing a specific channel.”

Government workers’ view

The research also gauged perceptions of government workers on customer service topics. Of note, government workers expressed strong positive views about their work, employers and use of technology. For instance, 86 percent said they feel empowered by their work, 86 percent said they feel supported by their employer, and 97 percent expressed confidence in their ability to use new digital tools when provided by their employer.

However, many government workers noted they had limited cybersecurity training. Only 36 percent of government workers said they receive regular training on cyber and data security, and in general the survey found strong government worker interest in training to improve their abilities to serve government customers.

“Continuous education and training on cybersecurity could help increase government workers’ and customers’ confidence in digital government services,” said Darmon. “Cybersecurity should always be front-and-centre as an ongoing priority.”