Importance Of User Experience In The Public Sector

Published on:
Tue Aug 30 2022
Customer Experience

The public sector is a large and very important part of any economy. It is composed of public institutions and programs that provide services to their local communities. These include educational institutes, transportation systems, emergency services, healthcare institutions, and much more.

The public sector serves citizens who rely on their local governments for these important needs. In this sense, the user experience in the public sector can be more important than other industries because it affects so many people on a daily basis.

What is customer experience (CX)?

CX is not just a measure of what customers think about your company – it's how they feel and behave as customers too.

The customer experience (CX) is defined as “ the interaction between a customer and a brand, where every touch point matters.”

It’s important to note that this definition does not restrict CX to being strictly about what happens in person or through traditional channels like phone calls or emails - it also includes digital interactions such as web browsing and social media usage.

Why does customer experience matter in the public sector?

Everywhere, including the public sector, the customer experience (CX) is becoming more and more important. Because the citizens who use public services cannot go anywhere as there is no competitor of government agencies.

If the public institutions provide better services then it can improve the citizens’ experience. And a better citizen experience can increase citizen engagement and trust in the government.

Positive citizen experiences can provide the government with a number of advantages, including:

  • Increasing citizen engagement - The more a public institution is approachable to the public, the more individuals will engage with it and provide feedback.
  • Supporting budget targets - Agencies can raise more money by completing transactions for as many citizens as they can in a given period of time.
  • Mission accomplishment - An agency may be better able to carry out its primary mission if engagement levels are higher.

A perfect public institution should provide quick, seamless service delivery through digital touchpoints, getting citizens what they need, when they need it, and freeing up employees with the empathy to spend time with those who need it most, at the most crucial times.

Public institutions can take steps to improve their user experience, especially if they adopt the technology -

The first step is to use data to analyze what is working and what is not. This includes looking at the types of support requests that are submitted, how often they are submitted, and which ones require a lot of time or resources on the end user's part.

With this available information, agencies can then prioritize these problems and focus their efforts on fixing the problems that affect more people or take up significant resources for employees.

Government agencies should also use social media and mobile apps as channels for communicating with citizens about their experiences with various government services. By offering users access to feedback forms through these platforms, agencies can gain valuable insight into how satisfied people are with their products or services.

For example, Governmental organizations can publish social media posts to look at citizen experience on the timeliness of services, such as for emergency vehicles. It can assist government organizations in deciding whether more vehicles need to be purchased for a city.

Also, public institutions can use social media or mobile apps to alert citizens about safety concerns.

The information collected from these systems will help them improve future versions of similar products or services by highlighting areas where improvement is needed most urgently based on user feedback (e.g., whether users prefer one type of product over another).

In light of this, the following advice will help you develop an effective user experience strategy:

  • Develop an understandable user experience vision.
  • Recognize your target market.
  • Establish an emotional bond with your stakeholders.
  • Get real-time customer feedback.
  • Use a quality framework for the development of your team.
  • Calculate the ROI from delivering excellent customer service.


In the public sector, there is a clear need for user experience. Citizens have high expectations for the services they receive from public sector and are willing to change providers if their experiences are not up to their expectations.

While it may be difficult to measure customer loyalty, it can be done with the help of technology that tracks interactions between customers and employees across channels.

For example, By using chatbots or smart assistants such as Alexa or Google Assistant to answer questions about specific services.

By adopting new technologies like these, public sector can improve their user experience while also making life easier for themselves.

If you are looking to measure and optimize personalized user experiences in the public sector, then Dropthought can certainly help!

Dropthought is a user-friendly, omnichannel, and real-time customer experience management platform. We empower companies in different verticals to create delightful experiences for customers across their journey. Get detailed analysis and insights from data to exactly know what your customers think and what actions you need to take to delight them.

With a dedicated customer success team, we would ensure that you are optimizing your Customer Experience programs and strategies to create great experiences!

Learn more by simply clicking here.