As people increasingly rely on social messaging platforms to conduct life in the new normal, the public sector must also adapt. Omnichannel solutions and a more social approach to deliver and exchange information to improve response time, boost citizen satisfaction and enhance user experience are critical.

Reeling from the challenges that COVID-19 brought, people are now trying to settle into the “new normal.” While it may mean something a little different to everyone, all share a common goal – trying to adapt to the unpredictable.

While the pace of life has slowed, and people find themselves sheltering in place to combat the spread of the virus, great reordering is taking place. Organisations and agencies in the public sector are re-evaluating how they deliver their messages and convey critical information across platforms previously not considered “business-appropriate” – in a more social approach that caters to today’s context.

The Singaporean communication approach in the age of COVID-19 has been of prevention, contact tracing, quarantine, and access to information. Just one of the reasons the Government has been commended internationally is because of its communication with citizens and other government bodies.

The country’s continuous improvements on access to information, transparency, and daily communication efforts with its citizens and agencies have shown great importance, especially during the critical period.

Also, sending messages through multiple channels has proven to be more effective than just sticking to a single, limited platform. Processes have become more efficient and response times have improved; especially during lockdowns, that demanded agile and real-time resolution.

Against this volatile, uncertain, complex, and ambiguous (VUCA) backdrop, an effective citizen relationship management strategy must have a calming effect, simplifying complex service procedures rather than making them tedious and convoluted. Diverse communication platforms with a simple, unified message are key.

The communication line between government agencies during a time of crisis is also vital. Providing multiple channels to these agencies to conduct their businesses will prove to be more essential. Increasing their communication options can help them enhance communications through effective translations and understanding, strengthen whole-of-government crisis communications preparedness, communicating policies to the public, and informing and engaging the public on national and social issues.

To exploit the benefits of an effective communication strategy and to cater to the high volume of demands, public sector institutions must implement an up-to-date omnichannel approach using the right technology solutions in their communication models.

Developing a responsive citizen service environment through enhanced inter-agency communication platforms

Powerful messaging tools across multiple platforms are designed to allow agencies to have relevant and personalised conversations with their citizens and other agencies. The ability to scale up quickly on demand is of paramount importance.

By offering a range of communication options, the public sector can intentionally achieve a more connected and effective conversational experience for citizens and inter-agency communications across the media of their choice.

The best experiences are built by empowering citizens and other agencies as well as improving engagement levels. Messaging platforms must be easy to use and simple to understand for citizens with varying levels of digital literacy.

It should be easy to implement whilst providing the agility to move quickly, accommodate uncertainty, and have the flexibility to scale with the ebb and flow of business.

Make no mistake, the digital earth under the government’s feet is moving. There is an undeniable paradigm shift in the way agencies communicate with citizens in this new normal. The rise in in-home data usage is surging, social media is through the roof and even businesses increasingly advertise in the digital space – mostly on personal networking platforms.

All this goes to prove – the public sector must create more social and multiple-channel of communicating with citizens and other governing agencies.