Journey Genius: How data and AI are revolutionizing customer experience
There is no denying it — artificial intelligence (AI) and machine learning (ML) are everywhere. And we apply them in our daily lives, many of us without realizing it.
Do you use services like Netflix, Spotify, Amazon, Uber, or Google Maps? These services use AI/ML to leverage technology to benefit the people they serve and enhance the customer experience. It is time government did the same.
However, AI cannot change the customer experience on its own. It must be paired with robust data to have value and, in turn, that data unlocks valuable insights to inform AI and help make better decisions. Simply put, AI and data are inherently connected.
AI has the potential to streamline government services and improve the user experience in compelling ways. Let’s take an example using a tax assistance scenario. AI can handle queries about tax returns by interpreting various forms of human language using two-way SMS and text messaging and large language model (LLM) technology. Think of a user typing “help” and receiving the response, “How can I help you?”
The AI/ML knows to ask questions to probe further and get more information about whether the user needs help with a personal or business return. AI provides accurate, context-aware responses through these interpretations and offers solutions without requiring specific commands. The AI/ML interprets responses to gather the appropriate information needed to answer questions.
Leveraging AI/ML to elicit a user action is a key benefit of the technology. Applying the data in practical ways creates efficiencies and helps streamline communications. While AI/ML digs deep to gather and interpret information, it begs the question: How can government agencies use this data to inform users while improving the customer journey?
Practical applications of data
When we think about how to use the data, we must consider data and user profiles. Gathering data at the point of interaction — such as when someone is filling out a form — helps build user profiles over time. Segmenting audiences and targeting messages to the appropriate subset based on relevant data can significantly improve engagement and response rates.
Receiving an irrelevant, automated email from government can signal that the agency does not understand who the user is or what their preferences are. Using data to effectively personalize communication and avoid mismatches fixes this problem.
Comprehensive approach to leveraging data
Clickstream analytics — data that track, analyze, and report on web page visits or clicks in email links — are insufficient as a sole data source in today’s world. Government agencies need more targeted user profile information, along with internal data, to better understand users and streamline communications.
To do this, linking email and web data becomes important; merging that with existing internal data is even better. Connecting both internal and external data to create a data mesh architecture to build dashboards is key. Government agencies can use a data mesh to unite different data sources and link them together through centrally managed data sharing.
The data mesh allows agencies to gain a more comprehensive understanding of their users, enabling a more personalized and effective communication. Business functions maintain control over how the data is accessed and how it is used, all within a secure but separate and independently managed platform. With data mesh, government can start to communicate, engage, and connect people with the services they deserve — achieving the true promise of data-driven government.
The ongoing evolution of AI and ML
AI/ML is pervasive and it is everywhere. The pace of innovation is unpredictable, and the pace of AI/ML’s acceleration can seem daunting. However, the rapid evolution of AI/ML is helping us reach important milestones faster than ever before. From voice recognition to healthcare breakthroughs, AI is transforming industries at a dizzying speed.
Constituents expect seamless, personalized interactions with government, so leveraging data and AI is no longer optional — it is essential. By embracing these technologies, government agencies can foster a more responsive and effective public service environment.
Ready to revolutionize your agency’s customer experience? Connect with our team to explore how Granicus can help your agency harness the power of data and AI to create a smarter, more efficient future for government experience and engagement.
