Global Survey Finds It Is Time for Governments to Transform Online Experiences
January 24 2018 - 3:05AM
Business Wire
Adobe and WPP Research Reveals That Citizens Want Governments
to Prioritize Personal, Relevant Experiences – Just Like the
Private Sector
Adobe (NASDAQ:ADBE) and WPP’s government and public sector
practice today released the results of a global study that found
citizens want governments to transform their online services to be
more like the private sector. More than 7,000 citizens in seven
countries took part in the research, which found that their
governments need to look beyond simply having a presence online,
and more on delivering experiences that are personal and relevant
to the user, in line with the experiences already widely delivered
by private sector organizations.
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While the need for modernization of government services is
recognized across many countries, this study examines citizens’
perspectives on what impacts their interactions with government
online. Some of the most popular specific improvements to
government services requested were:
- pre-filled tailored information;
- instant online communication for help;
and
- being offered additional relevant
information.
“We know trust in government is generally low, and that positive
digital experiences increase citizens’ trust in their government,”
said Jace Johnson, vice president, Global Government Relations and
Public Policy at Adobe. “This study gives governments a clear path
to build trust through innovation, which ultimately improves
governments’ ability to create a stronger and more positive
relationship with citizens."
To understand what drives a positive experience of online public
services, researchers explored five dimensions of experience:
citizen journey, mobile, design, relevance and relationship.
Researchers found that citizens ranked the more advanced and
emotive dimensions, including relevance, relationship and design,
as “most important” to their overall satisfaction with online
government services. Yet across all seven countries, respondents
said that their governments are performing better on the more
functional components of experience – citizen journey and mobile
functionality.
“We’ve seen many governments going through digital
transformations, making major investments in citizen services,”
said Sean Howard, global managing director, The Government &
Public Sector Practice at WPP. “This citizen-centric study shows
that by focusing on dimensions of relevance, design and
relationship, governments may begin to fully realize the benefits
of those digital transformations: more cost-effective service
delivery; increased accuracy of transactions; improvements in
citizen satisfaction and the corresponding benefits in citizens’
relationships with their government.”
The full report can be found here.
Methodology
In June 2017, WPP’s government and public sector consultancy and
research practice, Kantar Public, leveraged desk research, online
quantitative surveys, qualitative in-depth interviews and social
media analysis to gather insights around citizen experiences of
digital government services. At least 1,000 adults aged 18-64 years
old were surveyed in each country (except one country, where the
upper age limit was 44 years old) using the Kantar Online Omnibus.
Data was weighted to be representative of the population aged 18-64
in each country (aged 18-44 in Country A).
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
About WPP
WPP’s The Government & Public Sector Practice advises
policymakers and public sector communication leaders on strategy,
innovation, capability development and global best practice.
To learn more visit www.wpp.com/govtpractice.
© 2018 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeLisa Lindgren, 202-494-9143llindgre@adobe.com
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