From building the data and analytic structures that allow agencies to better understand how users engage with their services to developing systems and interfaces that keep the public informed and engaged, customer experience (CX) was a critical part of the digital environment for federal agencies in 2024. The lessons learned helped build the pathway that will position those organizations for the policies and priorities awaiting them in 2025 and serving their customers efficiently and effectively.
The growing impact of CX among high impact service providers (HISPs)
Customer Experience momentum has been most noticeable in the last year with High Impact Service Providers (HISPs) — agencies that reach a large number of citizens, process high volume transactions, or deliver critical services to a smaller audience (such as SNAP food assistance and similar programs).
In 2024, CX HISPs highlighted remarkable progress achieved through years of consistent effort. In particular, the Veterans Experience Office at the VA showcased what dedication transcending multiple administrations looks like with a “Digital Decade” of work transforming engagement with veterans. Additionally, the number of HISPs grew as agencies across the government prioritized making interactions more personalized, intuitive, and secure. Notably, several agencies such as USDA, HUD, and ACF joined Granicus’s GE3 event in June to detail the breadth of their work.
Data analytics and AI: Shaping the future of CX
More agencies are turning to data analytics to deliver a seamless, digital-first customer experience. As Granicus’ Vice President of Experience Services Angy Peterson notes,
“Digital communications is nothing if not a data-gathering tool — the clicks, the open rates, the segmentation, the understanding of which types of people are interested in which types of information. You can bring all of that together to get a really clear picture.”
Creating engaging experiences for workforce recruitment and retention
Throughout 2024, agencies made progress meeting multiple mandates from the Office of Personnel Management put into place in 2023. With the continued retirement of the Baby Boomer generation and difficulties attracting recent graduates to government service, these mandates aim to help agencies improve how they identify, interview, and ultimately hire worthy candidates for open positions.
Granicus worked closely with government agencies to help them create efficient strategies to attract top talent to their agency both in resources, such as the “Build Your Future Workforce” and “Boosting Recruitment and Retention” guides, and through providing expert insights at events aimed at government agencies, such as GovLoop’s Employee Experience Virtual Summit, featuring Granicus’ Charlotte Lee (beginning at 20:50).
Optimizing the enrollment experience in health and human services
The importance of positive enrollment experiences cannot be overstated for Health and Human Service (HHS) agencies as providers of essential programs. A negative enrollment experience leads to drop-offs and eligible individuals not getting connected to services during major life events. To reduce barriers and ensure successful program adoption, HHS agencies must deliver an intuitive digital communication experience that proactively motivates enrollees to complete the process.
As we head into 2025, Granicus will continue to provide agencies with resources and systematic approaches to applying the four phases of communications to Health and Human Services enrollment processes that exist in many agencies — including HHS, NIH, SSA, USDA, and beyond. These resources include the Guide to Driving Enrollment in Health and Human Services Programs and the Health and Human Services Program Enrollment Checklist, along with actionable insights on program adoption strategies designed to streamline processes and achieve better outcomes.
Personalizing communications for better engagement
In 2024, agencies also began to double down on a critical element of effective engagement – knowing when and how to reach a potential audience.
"Bringing information to people where they are is the crux of reimagining the customer experience,” Lee said. “Targeted communications are imperative to reaching the right audience at the right time to drive decision making."
Targeted messaging will be central to effective digital communications in 2025. To help agencies move the needle on the understanding and implementation of user notifications, Granicus has developed a range of resources designed to help agencies and organizations embrace text messaging as a powerful enhancement to program and service awareness campaigns. Additionally, a detailed guide showcases the Engagement Cloud, a comprehensive suite of digital tools and capabilities designed to empower agencies with impactful communication and streamlined operations. Covering a wide range of solutions—from websites and forms to advanced technologies for email and SMS engagement, surveys, meeting management, service request management, and much more
Granicus Chief Product Officer Bob Ainsbury spoke at this year’s GE3 event about the centrality of data and AI to creating a more advanced and personal customer experience, and FNN published a piece by Granicus’ Lee focused on the importance of targeted messaging in CX strategy.
Personalization will grow beyond just notifications in 2025, as agencies seek to design and deliver services that inform and engage customers personally and conveniently on the status of the programs in which they are enrolled. Granicus provides resources on how personalization improves CX and can revolutionize enrollment for those looking to get an early start on bringing personalization to their organization’s digital experience.
Leading the way in customer experience for 2025
While a new year will undeniably bring new changes and challenges to government agencies, one thing remains clear: Agencies that create positive digital-first experiences that consider user needs at every step of the process will have the most success with engagement and enrollment.
The impact of new technologies such as AI will continue to evolve and find ways to make these experiences more personally directed, but only with the right CX mindset. Granicus remains committed to supporting these efforts through innovative solutions, insights, and resources.
Be prepared for
the coming year
Learn how Granicus can help your agency achieve its engagement goals and stay ahead in 2025 and beyond.
