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Intentional design ensures accessible services, but if touchpoints aren’t functional, accessibility is pointless. Discover the importance, challenges and role of CCaaS in delivering both with a citizen-centric approach.
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When the goal of public sector services is to help citizens, seeing things from their point of view, being citizen-centric, is foundational to good service. However, the complexity of applying this perspective to contact centre journeys has skyrocketed with the rise of digitalisation and the pursuit of universal accessibility.
The concept of accessibility is often misunderstood. In the digital age, having access to a service doesn’t guarantee usability! Similarly, in the unique environment of the public sector, providing information is not the same as ensuring citizens are informed.
Accessibility in the digital realm is comprehensively set out in the evolving recommendations of the Web Content Accessibility Guidelines (WCAG). While aspects like colour, contrast, size and ARIA labels are undeniably important they pertain primarily to the design and development stages of user interfaces, including those of Contact Centre as a Service (CCaaS) solutions. For contact centres, it is the practical aspects of personalisation, journey design and the right spectrum of touchpoints that take priority: service provision cannot be exclusively verbal, visual or digital.
These nuances are just the start, the public sector faces very specific challenges in this area. Let’s explore a few key barriers and how they impact service provision.
Why is service provision such a challenge in the public sector? Public sector contact centres face unique obstacles that impact not only accessibility but the delivery and reception of citizen-centric government initiatives.
When your target audience is EVERYONE, service provision becomes more complex. A single, perfect journey for all is unrealistic in the public sector. Moreover, such a solution could create significant bottlenecks, impeding service continuity and disaster recovery.
Clear communication is a significant hurdle. Legal clauses, conditions and processes are built on complex legislation. Contact centres often function as translators, balancing the need for accuracy with the need for understanding.
User experience design emphasises simplicity, but protecting sensitive data within government agencies necessitates robust security measures to fend off cyber-criminals. This balance is critical for maintaining trust and security but can introduce accessibility hurdles.
Effective onboarding and continuous training equip agents with skills to excel during customer interactions. While onboarding is company-specific, ongoing development should be personalised.
Onboarding should give agents a solid grounding in day-one skills, enabling them to achieve small successes right away. It can also instil company culture, aligning approach with values so agents can be true brand ambassadors.
Long-term training and development should be tailored to individual strengths and interests. This means continuous omnichannel performance monitoring and one-to-one coaching. The first part can easily be automated, but the second is where supervisor support provides the human touch which helps agents feel valued and engaged, directly contributing to their job satisfaction and sense of purpose.
At its core, citizen-centric service means addressing problems and finding solutions based on what citizens are trying to achieve, putting their needs first.
Government agencies and contact centre can start by asking “What are citizens contacting us trying to achieve, and what barriers stand in their way?” Unlike private businesses that analyse intent and demographic data, the public sector grapples with a digital divide and limited leverageable data, particularly among marginalised or isolated groups. Outdated tech, data siloes, changing legislation and shifting contact drivers contribute to this data deficit.
This situation creates a chicken-and-egg scenario: data is needed to inform service provision, but service must be provided to gather data. This is where CCaaS and the continuous improvement approach it facilities can make a significant impact.
As suggested, technology is a key ally in data-driven decision-making, but it’s much more than that. Efficiency and rationalising work by automating tasks and focusing agent-led attention on priority issues is a major part of accessibility. The need for clarification, additional explanations and help with complex forms are practical accessibility considerations and highlight the importance of a citizen-centric approach supported by a CCaaS solution.
Omnichannel provides a unified data source for data analysis, personalisation, and AI optimisation. Specifically, where omnichannel shines in the context of accessibility is the mixture of visual, voice, digital, and collaborative channels. Video and co-browsing are becoming essential aids in helping citizens navigate complex processes. While not a first-line core channel, they introduce flexibility where the working process does not need to change—just the method of delivery.
Robotic process automation saves time and boosts accuracy for workflows. While this doesn’t directly impact accessibility, it simplifies engagement and minimises the number of times accessibility barriers need to be overcome. If citizens make contact at a single point and information is disseminated and shared, it reduces effort and stress, especially during stressful life events.
AI enhances service delivery by predicting citizen needs, personalising interactions, and providing quick, accurate responses. AI-driven chatbots and virtual assistants offer 24/7 support, making services accessible outside regular working hours and reducing wait times, thus improving overall accessibility and user satisfaction.
Data and analytics offer a unified source of information to drive personalisation, making information more accessible and refining services based on a better understanding of contact drivers. This ensures that services are tailored to meet the specific needs of citizens, improving their overall experience.
Odigo Extended Contact Center™ can help bring key members in other agencies or external experts into problem-solving scenarios. This level of collaboration ensures that citizens receive comprehensive support without needing to navigate multiple contact points, thus enhancing accessibility and service efficiency.
With vast amounts of sensitive information, robust cybersecurity measures and compliance with data protection regulations are essential. When a CCaaS solution helps underpin internal contact centre efforts like training and agent vigilance, security steps can be rationalised to maintain a balance with accessibility.
The need for accuracy means there are many situations where ‘creative wording’ is the last thing needed for smooth resolution. Complex processes, multiple steps and specific wording mean that agents must have accessible information. Intuitive interfaces and AI next-step suggestions reduce effort and allow agents to focus on conversations, picking up subtle cues that may suggest failure to understand or additional complicating factors such as vulnerability.
The evolution of government digital contact centres is increasingly mirroring the expectations set by the private sector. CCaaS solutions offer scalability and flexibility, reducing the need for physical infrastructure and maintenance costs. However, it is open architecture and ongoing updates that will facilitate a continuous improvement approach to citizen-centric service by allowing the integration of new technology and developments as they become available.
By putting the needs of citizens front and centre in the approach to service the outcome is more usable and creates unlimited potential for continuous improvement. The more people use a set of services the more data and feedback can be collected to improve those services.
Interactions are a two-way communication between governments and citizens, enabling feedback, suggestions, and co-creation of solutions. This increased engagement fosters a sense of ownership and strengthens the relationship between government and citizens. Feedback loops empower citizens to participate in the decision-making process, promoting transparency and accountability.
Adopting a citizen-centric approach in the public sector, supported by CCaaS solutions, can significantly enhance the accessibility and efficiency of government services. By addressing common pain points and leveraging the benefits of digital contact centres, governments can provide more responsive, transparent, and inclusive services. This approach not only improves citizen satisfaction but also fosters greater trust and engagement, paving the way for a more effective and equitable public sector.
As mentioned, security is also a major consideration in the public sector. To find out how CCaaS helps address cybersecurity you can access our white paper on the subject.
David has been a leading member of Odigo’s team in the UK and Ireland since 2021. With over 20 years of experience, David has excelled in various service management and operational roles for leading contact centre software providers. The…
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