Elevating Citizen Experience with Omnichannel System

  • 3 mins read
  • 2nd May,2022

Think of the numerous touchpoints where citizens interface with a government official or an institution. A citizen can physically visit a hospital or a police station, post comments on a social channel, or even communicate with an AI chatbot. Offline or online, there is so much to be unlocked from the citizens' feedback. What makes citizen feedback so crucial to governance? The benefits are bipartite. Looping in citizen feedback makes them feel empowered and elevates the citizen experience. For governments, it bolsters participative democracy and helps in crafting more people-centric policies. And in a post-pandemic world, governments are rebooting governance structures to offer seamless and frictionless services to citizens.

Omnichannel Feedback Platform Can Elevate Citizen Experience

Why do Governments need a seamless feedback solution?

The United Nations Sustainable Development Goal (SDG) 16.6 mandates governments to develop effective, accountable and transparent institutions at all levels. Subgoal 16.6.2 expands its ambit by pinpointing the proportion of the population satisfied with their last experience of public services. The proliferation of digital technologies, including mobile connectivity and the internet, offers new opportunities for governments to put in place a scalable feedback system. There are examples galore where governments are running feedback systems with success.

Ireland's Your Dublin, Your Voice is an example. Dublin City Council surveys more than 3,500 locals up to four times a year about local arts, entertainment, retail, civic engagement, community, and public services. The feedback and suggestions provided by panel participants are used to guide city officials and councillors in making decisions that will impact citizens. Online panels are also used by the City of Provo, Utah. This has opened the city's feedback channels to a broader range of residents and citizens.

Findings validate the citizen feedback success story

According to a 2019 McKinsey report, government organizations that focus on improving the citizen experience will have better results across a range of priorities. By improving the citizen journey, government organizations can boost customer trust, make better decisions, and conduct damage control efficiently to ensure citizen happiness while maintaining government organizations' security and stability. The best way to improve the citizen journey is to implement a powerful citizen feedback system.

Unhappy citizens are twice as likely to express their discontent on public platforms. An automated citizen feedback system can help reduce such instances. It notifies you if a citizen provides negative feedback, allowing you to follow up instantly and resolve any issues they may have encountered.

Elevating Citizen Experience

Omnichannel feedback platform: Mo Sarkar as the paradigm solution

An omnichannel citizen feedback system allows government organizations to collect citizen feedback from various channels to achieve their goals efficiently. The system incorporates mobile feedback, touchscreen feedback panels, kiosks and SMS feedback channels.

Mo Sarkar (or My Government) implemented by the Odisha government, is a one-of-a-kind initiative that uses a randomized feedback mechanism that connects citizens directly with their elected representatives and top-ranked government officials. The feedback collection platform is outbound (where citizens dial a toll-free number to ventilate grievances) and inbound (where ministers and officers make randomized calls to gauge citizen feedback on schemes and services offered at public institutions). This solution is designed to induce a sustained behavioural change among government officials.

Before commissioning the contact centre under 'Mo Sarkar', the Odisha state machinery faced challenges aplenty in eliciting feedback from the citizens. There was a lack of a centralized system to loop in feedback. Then, there were multiple sources of heterogeneous citizen data in unconnected silos. Mo Sarkar overcame the lacuna by tapping the 'Contact Centre as a Service' model to collect responses on call from citizens on their experience in dealing with officials in person and services availed in government institutions. The contact centre is a highly scalable system with enhanced technological support to register calls, enhance the caller's experience, automatic call distribution, and call recording and quality analysis.

USPs of the system

  • Centralized feedback system that facilitates real-time interaction between citizens and government
  • Single Point Contact Centre for connectivity
  • Unified Database of citizens' details and their feedback
  • Analysis of the feedback and insight into citizens' expectations expedites responding to queries and grievances.
  • Resolution Mapping and Action taken in response to the feedback
  • Effective monitoring mechanism for ensuring accountability of the officials and performances of the department, optimizing service delivery and business process efficiency

The success of schemes like Mo Sarkar clearly shows how the coupling of technology with a solid governance oversight can bring transformative outcomes in public service delivery.

Jayajit Dash

Manager- Corporate Communications (Marketing)

More Blog Posts from Jayajit Dash

GovTech Solution - 4 MINS READ

How Tracking SDGs With Technology Creates An Equal World

Emerging Technologies - 3 MINS READ

How The Incredible Gets Possible With Computer Vision

GovTech Solution - 2 MINS READ

How Omnichannel Grievance Management Delights In Citizen Experience

Emerging Technologies - 3 MINS READ

How Data Lakes Can Empower Enterprises

Emerging Technologies - 2 MINS READ

How Data Warehouses Can be Awesome for Business Insights

Data Analytics - 2 MINS READ

Why Data Warehouse is Still the Lynchpin to Manage Data

Emerging Technologies - 3 MINS READ

How Data Fabric Creates Delight in Data Management

Emerging Technologies - 2 MINS READ

Homomorphic Encryption- A Game-Changer for Data Privacy

Agriculture - 3 MINS READ

Crop Analytics Promises Delight for Farms and Farmers

Emerging Technologies - 3 MINS READ

What You Thought Incredible Is Possible with Generative AI

Most Viewed Blog Posts

Mines & Minerals - 3 MINS READ

Digital Logistics for Pivoting To Mining 4.0

Mines & Minerals - 3 MINS READ

Big Data & Analytics For Mining Sector Transformation

Emerging Technologies - 3 MINS READ

Artificial Intelligence: The Future Is Here

Mines & Minerals - 3 MINS READ

Automated Industrial Inspections to Leapfrog Business Reforms

Emerging Technologies - 2 MINS READ

e-Governance: Adopting Agile Methodology

Digital Transformation - 3 MINS READ

How Digitization Reformed the Food Supply Chain in Odisha

Healthcare - 3 MINS READ

CoVaTrack: Tracking The Enigmatic Vaccine

Digital Transformation - 2 MINS READ

How This Budget with a Digital Pulse can Turnaround India

Block Chain - 1 MIN READ

Blockchain : The Trust Protocol for Data Integrity through Distributed Power

Emerging Technologies - 3 MINS READ

How Emerging Tech Can Empower Social Commerce

CSM Technologies

Subscribe to our newsletter

If you choose to provide us with your e-mail address and/or other (indirect) personally identifiable information, we will only use such information to send you our newsletter