公共服务客户体验与公平

in collaboration with The World Government Summit is a globalplatform dedicated to shaping the futureof governments worldwide. Each year,the Summit sets the agenda for the nextgeneration of governments with a focuson how they can harness innovation andtechnology to solve universal challengesfacing humanity.The World Government Summit isa knowledge exchange center at theintersection of government, futurism,technology, and innovation. It functionsas a thought leadership platform andnetworking hub for policymakers, expertsand pioneers in human development.The Summit is a gateway to the future as itfunctions as the stage for analysis of futuretrends, concerns, and opportunities facinghumanity. It is also an arena to showcaseinnovations, best practice, and smartsolutions to inspire creativity to tacklethese future challenges.To Inspire And EnableThe Next GenerationOf Governments2 Executive SummaryThe COVID-19pandemic has drivenmany public serviceagencies to increasetheir investments indigital technologies.Their aim is to become more efficient, flexible and betterequipped to handle sudden upswings in demand duringtimes of crisis.Tight budgets, along with economic and political stress,make this a difficult task - all the more so given the publicsector’s mission, mandate, and commitment to equitablyserve a diverse customer base. Governments must meetthe needs of people with different preferences, digitalskills, and access to technology. These range from the80-year-old most comfortable talking live with someoneon the phone, to the 18-year-old digital native whoprefers to seek the help they need online.To help government agencies develop a more effective,equitable, and human-centered approach to the serviceexperience, Accenture Research conducted a global surveyof government service users, homing in on the challengesand preferences of different types of customers organizedinto three broad user personas. The findings reveal fourkey actions that, taken together, can help public serviceagencies reach their goals:1.Embed equity as a performance metric2.Actively engage with underserved communities3.Simplify digital tools and processes, and4.Redeploy the workforce and provide training to ensurethat services are delivered with empathy and designedto center diversity, equity, and inclusion.3 Table of ContentsIntroductionMethodologyUser PortraitsKey ActionsConclusionAppendix: K-Means Clustering MethodologyAbout Accenture ResearchReferencesAuthorsPersona 1: The Digital Citizen1. Equity As A Performance MetricPersona 2: The Digital Learner2. Engagement & Understanding Customer NeedsPersona 3: The Wary User3. Simple & Flexible Digital Tools4. Upskilling The Workforce For Equity Outcomes 05060713222324252608140915101620 To meet customer needsduring the COVID-19 pandemic,organizations in both the privateand public sector introduced orexpanded online channels fortheir operations and services.IntroductionTo meet continually growing and changingdemand, all organizations are underpressure to become more modern,personalized, and efficient. However, theuniversal mission of the public sectorrequires them to serve a far more diversepopulation than market-driven firms. As aresult, when modernizing processes, theyface a bigger challenge to ensure equitableaccess for multiple groups with varieddemographic, geographic, economic, andother characteristics.This imperative becomes especiallycritical in a crisis, such as the recentpandemic, or an economic recession.Research shows that events like thesehave a disproportionate impact on low-income groups and minorities (Gaynor &Wilson, 2020)1. Adopting a one-size-fitsall solution may work well in the privatesector, but public agencies would riskleaving vulnerable groups without accessto the services they desperately need.Further complicating this issue is the factthat public sector agencies often face a trade-off between efficiency and equitywhen implementing new managementsystems (Jimenez, 2014)2. This isparticularly the case in times of crisis,like the pandemic, when a sudden andsignificant increase in demand for manygovernment services makes efficientsolutions essential to reduce wait timesand serve as many citizens as possible.Unfortunately, the implementation ofefficient solutions can compromiseequitable access to services. While internalstakeholders (i.e., government leaders)often prioritize efficiency in public sectorperformance ratings, external stakeholders(i.e., citizens) prioritize equity (Cepiku& Mastrodascio, 2021)3. For citizens, theperceived equity of public sector servicesmay have a significant impact on trustin government. Research shows thatequity in administrative processes leads,for example, to increased trust in thecourts and the police (Jimenez, 2014)2.Bottom line? Agencies cannot afford tocompromise equity in pursuit of efficiency. Accenture’s 2022 research aimed toexplore these questions by betterunderstanding the needs of differentcitizens and how government agenciesc