The power of personalisation in government services
In the latest episode of Amazing Business Radio, Masili highlighted how Granicus provides real-time feedback, personalization, and human-centered design to drive better experiences for constituents to the advantage of government customers.
“The more you can be specific about the constituent’s needs, the better the engagement,” Masili explains. “And that engagement drives trust.”
Unlike businesses, where customers often hesitate to share personal information, Masili has found that people are more forthcoming when engaging with government services.
“People are much more positive about providing information when they’re trying to get a service from the government than they are in the private sector,” he says. “When you ask how you can make their experience better, they’ll actually tell you.”
That openness allows for deeper personalization, something Masili believes is key to improving trust between institutions and the people they serve. Governments can reduce frustration and create more intuitive user experiences by tailoring digital services. This philosophy applies to the business world as well. Whether it’s an online retailer or a city government, customers expect organizations to recognize their needs and provide seamless interactions.
Real progress in real time
Another central theme of the conversation is the importance of real-time feedback. Organizations primarily only seek feedback after an experience has ended, missing valuable opportunities to address issues in the moment.
“We can welcome you to a website and ask you one question. Then, while you’re working through your journey, we can ask a couple more,” Masili says. “We’re not putting a big survey in front of you — we’re asking pointed questions during the experience.”
This approach provides more accurate data and allows organizations to make immediate improvements.
What businesses can learn from government collaboration
Masili also highlights a key difference between government agencies and private companies: collaboration. While businesses often focus on outpacing competitors, government institutions work together, sharing best practices and insights. This level of cooperation helps agencies improve services more efficiently, learning from one another rather than starting from scratch.
Businesses should pay attention as governments increasingly adopt digital tools to modernize services. The strategies that enhance government experiences — real-time engagement, trust-building, and personalization — are equally valuable in the corporate world.
“Thousands of people are listening to the information you provide with the true intent to make it better,” Masili says. “So, provide that feedback. There are people whose job it is to create better experiences, whether in government or business.”
