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Effective Digital Programmes for Good Customer Experience in the U.S.

A recent study asked consumers to rate how well different industries, from airlines to grocery stores, understand and adapt to their needs. The federal government scored at the very bottom of the list, with only 33% of customers rating it as “good.” The Biden administration has ambitions to change that: As 2021 came to a close, President Joe Biden issued a key executive order requiring agencies to improve Customer Experience (CX) and service delivery for the American people. This EO recognises that bad experiences lead to decreased trust.

CX professionals in the federal government have been true pioneers, cutting new paths and shifting their organisations toward customer-centricity. Civil servants working in the CX space have mastered the art of getting scrappy for a quick win, using case studies to showcase the value of customer focus, and enabling leaders to make data-informed decisions.

The government has seen a steady decline in trust over the past 20 years and can no longer afford to ignore the role customer experience plays in this trend. Agencies must immediately act to place the customer at the centre of the design and delivery of policies, programs and services.

The first step federal agencies must take to achieve compliance and accelerate improvement is implementing the right technology to make a meaningful and sustained impact. Collectively, government departments spend 9 billion hours on paperwork every year. To provide a simple, seamless and secure customer experience, agencies must modernise digital interactions, reduce administrative burdens and strengthen their use of timely, holistic customer experience data.

Commercial firms have long deployed cloud-based, CX platforms that collect customer feedback, evaluate experiences and deliver actionable insights to decision-makers. CX platforms can integrate data from multiple sources to provide government IT managers and other decision-makers with a single source of truth on the effectiveness of their services and programs. Advanced CX platforms also help agencies develop customer-facing tools and technologies that are easier to use and lead to the experiences citizens now expect in their interactions with service providers.

The government’s current IT infrastructures and information environments do not consistently gather user feedback and insight. A modern CX platform can collect and analyse all the experience data — which includes the thoughts, feelings and intents of customers — from a broad range of channels through which customers interact with government services.

These channels include websites, SMS, call centres and social media. Bringing omnichannel data together in one place provides a view of the entire customer experience instead of a single touchpoint. This is critical for uncovering pain points along the customer journey – also called “experience gaps” – and identifying specific improvements that can be quickly deployed to prevent further pain.

Accompanied by strong data solutions and a set of IT tools designed for effective customer experience management, the CX movement in government will provide fresh insights for every agency along with an opportunity to deliver on the government promise of citizen service. When IT leaders listen to people through the entire CX lifecycle, they can reduce organisational risk, speed up timelines and improve program performance.

As reported by OpenGov Asia, according to a new report, although 90% of state and local government agencies have improved their use of data analytics in the past two years, four out of five say the gap between how much data they collect and how much they use for meaningful analytics is widening.

A study also found that 89% of respondents agree that data analytics is “the lifeblood of modern government,” but 63% are still in the early to middle stages of analytics maturity, and only 36% grade their agency’s use of analytics to create meaningful information an A. What’s more, 78% of respondents said the amount of data their organisation collects is growing faster than their ability to keep up.


Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.


CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.


Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit


SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.


HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 


IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.