February 27, 2024

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EXCLUSIVE: Simon Dale, Managing Director, South East Asia at Adobe, on Public Sector Deployment of Digital Solutions to Enhance Citizen Experience – Part 2

This is Part 2 of a two-part series. Read Part 1.

OpenGov Asia had the opportunity to speak exclusively to Simon Dale, Managing Director, South East Asia at Adobe. For over 30 years, Simon has worked for and with innovative tech companies across Europe and in the Asia Pacific and Japan, mostly in sales leadership roles. He specialises in launching and growing new businesses in the enterprise software space.

While the use of technology in the public sector is not new, it is becoming increasingly more important to adopt a more citizen-centric outlook. Simon feels that agencies need to be willing to directly serve citizens and engage with them in real-time. This requires a paradigm shift in thinking followed by a strategy that would enable it.

Adobe’s digital transformation is a great example. A decade ago, Adobe used to sell software (in the form of packaged discs) to distributors who then sold it to the customers. Today, Adobe’s customers can go to the company’s website, purchase the product and download the software directly onto their device. To facilitate this, Adobe had to change its thinking, develop a strategy and set up infrastructure and systems.

Simon encourages governments to understand the importance of citizen experience – which is far different from customer experience. Government agencies need to manage citizen experience from the viewpoint of a life journey broken up into specific stages, organising its content and channels to align appropriately. Such a design can only be built on understanding – when governments recognise what each citizen needs at a particular stage or season of life. Adobe’s 2021 Public Sector Trends Report shows that empathy is essential in designing and implementing truly citizen-centric services.

Adobe has a five-stage customer journey: discover, try, buy, use and renew. When customers first visit Adobe’s website, the company has limited information. Each time a customer returns to their site, explores and/or uses Adobe’s products, a bigger and more comprehensive picture and understanding emerge. For the most part, big data analytics can be used to evaluate data to enable personalisation, but Artificial Intelligence (AI) can accelerate this process.

Fundamentally, when citizens engage with the government in the digital space, they want relevant content and an easier experience. Agencies need to anticipate citizens’ needs and respond with suitable content, send out more timely and relevant information, as well as smoothen the experience on their digital platforms. Adobe is placed perfectly to help with this.

Throughout the pandemic, Adobe worked with both the U.S. and the Australian governments to accelerate communications on the status of the COVID-19 outbreak, critical updates and information, measures in place. This was vital in managing government response during the pandemic and easing concerns that were escalating and managing expectations.

The accelerated adoption of new technologies to improve digital customer experience (CX) has been made possible due to strong public-private partnerships. Amazingly, Adobe has partnered with all 50 U.S. states to power their digital modernisation through Adobe Experience Cloud and Adobe Document Cloud. The partnerships exist across individual agencies at the state, county and city levels.

Great examples are Adobe’s work with the U.S. Census Bureau and the Centres for Disease Control and Prevention (CDC),  in terms of content management. The Census Bureau employed Adobe’s Experience Manager to build a digital foundation for the online census. Similarly, Adobe partnered with the CDC to orchestrate multi-channel communications to millions of citizens with up-to-date information about the COVID-19 emergency.

Citizen expectations are hugely influenced by the retail and financial sectors. The ease of business that encompasses many options and easy transactions are what people now demand. Simon believes that an “add-to-basket” experience is possible in some areas of public services.

Accelerated by the pandemic, governments have had to deliver some services without physical contact. If they build on this, citizens should be able to pick up certain services and drop them in a ‘check-out basket’. Services related to things like renewing a driver’s license, applying for a marriage license or getting copies of various certificates are all in the realm of possibility.

Using platforms like Adobe Experience Cloud, governments across the globe are revamping their online presence, making their websites and apps easier to navigate, ensuring content is personalised and updated in real-time, and creating intuitive forms that work on any device. Adobe Document Cloud helps optimise internal document workflows and Adobe Sign powers the entire e-signature process, reducing time spent on tasks such as applying for benefits and drastically reducing paper waste.

This is because Adobe is not just a provider of a piece of technology, but a long-term partner for business applications with values built on technology. Adobe’s perspective allows governments to get into citizen experience best practices immediately rather than building technologies from scratch or spending money on technologies that will not be valuable. Government agencies can focus on their tasks and adopt technology that is going to accelerate their digitalisation.

The concept of democratising digital decision-making for the public sector is vital to long term development. Data democratisation does not mean everyone has access to all data. The idea is to provide access to information that decision-makers need that is relevant to the level at which they operate that is constrained by the sensitivity and the use of data.

The fact is, the public sector collects vast amounts of information on citizens, but they have to be careful who has access to it. Agencies get data about people from their websites which include what they are looking for, what services they have availed of and issues or concerns they have. Every government employee who influences or decides those interactions and that content should have access to that citizen information, bound by the right level of privacy compliance and data protection.

It can help them rethink, reimagine and redesign the content they put up, how they can improve and what they need to do to better serve their citizens. Democratisation in this context means giving everybody who is contributing to “the last mile” more access to the information they need, so they can understand where they fit into the process.

It is analogous to conversion and retention in marketing, which, Simon believes, provides an argument for more government officers to have access to the right level of data. Better information allows faster conversion and better retention of customers, in this case, citizens. Richer data sets being made available to them, allows them to improve the citizen journey.

That being said, data democratisation has to be managed by robust data governance, compliance policies and security measures. Adobe takes safety and regulatory adherence seriously. It can take data that is garnered from citizen interactions – anonymous and authenticated – and use applications to allow decision-makers to analyse that data for various purposes.

Simon is confident in Adobe’s ability to better the world through its digital offerings that can meet the vast and growing needs of the public sector. Designed for easy deployment, compliance and management, Adobe tools, apps and services can be tailored to the specific needs of individual departments.

He firmly believes that digital insights have no value if they are not actionable. Systems, solutions and technology have to drive decisions that improve the lives of citizens through all digital services. Simon is optimistic that technology will continue to drive the quality of life and digital experiences of citizens across the world.

This is Part 2 of a two-part series. Read Part 1.

PARTNER

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.

PARTNER

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.

PARTNER

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 www.planview.com.

SUPPORTING ORGANISATION

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.

PARTNER

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. 

PARTNER

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.

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