The majority of users on the web, she said, want a painless, quick interaction without needing to go through customer service. This is the opposite of what retailers want, which is to create “sticky” experiences so customers return again and again.
How fast can a customer do the basics: pay a parking ticket, check on a building permit, get trash pickup or pay a water bill?
During this week’s Texas Association of State Systems for Computing and Communications (TASSCC) conference, Xiao spoke about the future of integrated public experience to a group of more than 60 public- and private-sector professionals.
Some government entities, including Houston, have been moving some of these fundamental services right to city landing pages.
“Most public experience is based on a website,” she said, pointing out that municipal websites often serve as a directory requiring multiple clicks to get the user to the needed page. However, residents don't want to dig through online information to get where they're going.
Creating faster and more seamless customer experiences requires “front-line dedication.”
IT staff should have a vision for what is wanted but also accept that incremental change is one way to solve a problem, she said. Some tips: Aim high, look for opportunities, automate what can be automated, ensure data is together and make sure systems are “talking” to each other.
For vendors: Listen to customers about how they want systems to work and ensure that discussed features can be deployed as originally discussed.
“There is no magic platform,” Xiao said, except that utopia for the user is a good benchmark for working toward a seamless customer experience.
