Policy & Practice | Fall 2024

services at their convenience and through their preferred channels. 3.Customer Journey Analytics: Agencies can use these analytics to integrate data from both online and offline sources, uncovering deeper insights and visualizing customers' cross-channel journeys. This helps agencies identify which channels are most effective, where people disengage, and strategies for re-engagement. Retail, travel, and health care sectors are already leveraging these advanced tools to deliver personal ized experiences, fostering innovation and growth. Human services agencies can similarly adopt these strategies to achieve their mission-critical objec tives, enhancing service delivery, client satisfaction, and resource optimization. Modernization involves more than just technological upgrades; it requires a fundamental shift in operational and value delivery practices. For example, DICK’S Sporting Goods serves more than 150 million customers through

850 stores and online channels. By being in the right place at the right time with the right products, DICK’S supports athletes of all levels. This customer experience (CX) method ology utilized by DICK’S and other leading brands can address challenges faced by the public sector. Government clients are the same consumers who interact with brands like DICK’S. Therefore, they expect similar levels of service from govern ment agencies. The notion that “good enough for government” suffices is outdated. Instead, agencies must strive to meet or exceed the high standards set by leading consumer experiences. The state of Oklahoma exempli fies this shift. The state is committed to providing a simple, seamless, and secure customer experience compa rable to top consumer experiences. Matt Pinnell, Lieutenant Governor of Oklahoma, emphasizes the impor tance of setting high standards, “As consumers, we know the value of engaging, trustworthy, and stream lined websites. For Oklahomans, we

aim to set a similarly high bar, com paring ourselves not only to other government entities but to leaders in eCommerce and technology.” The journey toward CX transfor mation demands careful planning, investment, and a commitment to continuous improvement. By adopting an experience-led approach and leveraging emerging technologies like CDPs, journey orchestration tools, and customer journey analytics, human services agencies can follow the lead of successful brands. This transforma tion will enhance service delivery, improve client satisfaction, and optimize resources, ultimately leading to better outcomes for those served by these agencies. Megan Lazalier is the Director of Health and Human Services at Adobe Public Sector. Brian Chidester is the Head of Industry Strategy for Public Sector at Adobe.

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