Balancing digital channels and trust in government communications
Digital transformation has created space for more of these services to be accessible online. However, as more digital channels are added on top of existing ones — in person, on the phone, and online — new risks threaten the ability for government to build and maintain trust.
Boosting the people’s confidence in government is no small task but meaningful and intentional messaging can go a long way toward improving trust.
Several factors go into creating a positive customer experience (CX), including reaching people using their preferred communication method in a timely manner. Recent research shows that 77% of consumers prefer email communications. Communicating in the manner they have requested may encourage engagement and reduce the risk.
Government agencies want to avoid “spamming” or overloading consumers with messaging, but communicating often and effectively can help reduce incidences of scams and fraud. Under-communication results in a vacuum, creating opportunities for bad actors to capitalize on the customer in limbo. Email fraud is the most reported type of scam, resulting in billions of dollars lost. Billions of spoofing emails — using a forged sender address — are sent every day, allowing cybercriminals to prey on consumers who are simply looking for information.
Identifying the four communications stages
Granicus Experience Group (GXG) has identified four critical stages that best enable government to communicate with customers and accelerate progress. These stages build upon each other to form a communications funnel that creates a singular pathway for agencies to reach, inform, and engage with customers. These four stages are:
- Awareness & opt-in
- Trust & consideration
- Decision & action
- Management & engagement
Learn more with our guide: 4 Stages of Communications for a Successful Government Customer Experience
Overcoming challenges in the trust stage with digital solutions
Mistrust of government can have varied root causes but understanding them can be helpful in overcoming communication challenges. Government must understand where people are and how they prefer to communicate, identify barriers, help mitigate fraud risk, and more effectively reach people. Transparency builds credibility and trust, and meaningful communication builds transparency.
Connecting people with the services and resources they need is an overarching goal of government agencies. Granicus’ expertise and human-centered communications approach, coupled with a customizable platform and digital tools like Engagement Cloud featuring govDelivery help agencies achieve this goal.
Customers evaluate every communication they receive on its credibility, so messages must be relevant, clear, timely, and decisive. Whether it’s measuring engagement, creating welcome messages, or crafting tailored communications, the expertise of the Granicus Experience Group (GXG) helps mitigate risk and can hold the key to building greater public trust and consideration.
Granicus webinar series: Learn more about the digital transformation
A comprehensive communications strategy that incorporates digital components can make all the difference in reaching, growing, and educating customers. The importance of digital solutions will continue to grow as government agencies look for new and innovative ways to improve the customer experience.
Learn more about how Granicus is driving digital transformation and paving the way for government to adapt to changing customer communications expectations in this webinar, “Manage Better Government Experiences: Trust and Consideration,” the second in a four-part series.
