While the private sector is often quicker in their adoption of digital technologies for better customer experience (CX), the adoption in the public sector can be challenging due to various concerns such as legacy systems, privacy, national security, inter-departmental dependency and more. Ecosystm Principal Advisor, Audrey William says, “Most cloud contact centre solution providers today have the highest level of security wraps and certifications including country-level certifications. However, verticals such as Government, have remained concerned about security. This has not allowed them to innovate as fast as some of the other sectors on leveraging some of the best-in-class customer experience technologies.”
In the US, MAXIMUS, a government services provider company and Genesys recently announced a partnership to set up the MAXIMUS Genesys Engagement Platform, an integrated, cloud-based omnichannel contact centre solution. This was driven by the government requirement for public sector organisations to provide seamless customer experiences similar to those offered in the private sector. The platform is certified by the Federal Risk and Authorization Management Program (FedRAMP). FedRAMP promotes the adoption of secure cloud services across the US Federal Government, in partnership with federal agencies, cloud service providers and 3rd party assessment organisations and provides the standards for security and risk assessment.
This is in line with what we see in the Ecosystm data. Government agencies that use contact centres are increasingly evaluating cloud options, with 17% saying that they operate fully on the cloud (Figure 2). While this may be difficult for all public sector organisations, with mandates around data location and security, a majority are partially on the cloud.
There are several benefits to using the cloud model including the ability to make changes and scale up/down without much customisation or professional services (which can come in handy for a quick re-alignment of the workforce) and manage seasonal spikes. Additionally, cloud solutions allow almost instantaneous access to new features and easy testing of proofs of concept. Public sector organisations are fast realising the value of cloud contact centres.
William sees the FedRAMP certification having immense potential. “FedRamp provides a secured environment for any service that is rolled out as this involves multiple levels of security. Citizens expect a more personalised service through chat, Twitter, mobile, social messaging channels like WhatsApp and many more. However, they also want to feel safe when providing personal information and want to know that the platform that holds their data is secure. When they know that security is at the highest level, they will be more open to providing personal data.”
Managing an Omnichannel Experience
Over half of public sector organisations in the Ecosystm CX study mentioned that they are driving an omnichannel experience for their customers. This has become especially relevant today, as organisations have the need to reduce the call volumes for their contact centres – through non-voice services and customer self-service. The MAXIMUS Genesys Engagement Platform will leverage Genesys Engage, which provides integrated features and functionalities across multiple channels through a single voice and digital user interface. Solutions such as these provide the ability to integrate calls, emails, chats, messages and social comments into one connected platform.
William says, “The cloud platform can help with the highest level of efficiency, scale and speed by integrating multiple channels on a single platform, for more connected customer experience. Government departments will look to leverage capabilities such as Conversational AI, in-app mobile messaging, SMS, email and voice calls within a multi secure environment. Citizens have high expectations from government departments – they expect fast, reliable and efficient service and automation. It would be difficult for governments to provide that level of service without leveraging cloud contact centre technology. That is the only way to move away from inefficient traditional architectures.”
Speaking about the adoption of cloud contact centres in the Asia Pacific region, William says, “Despite initiatives like Australia’s Digital Transformation Agency, the adoption has been relatively low in the public sector. But that has been changing fast with the COVID-19 situation forcing some government departments to move almost immediately to the cloud allowing easier changes to call workflows and other dynamic services that may have to be addressed on a daily basis.”
For more insights on Ecosystm’s ongoing research on business and technology priorities in Contact Centres