人工智能时代的公共服务重构

Contents Authors IntroductionWhy digital alone hasn’t been enoughBuild a frictionless front doorUse AI to automate and empowerReinvent the workforce experienceExperience as the engine of transformationAbout the research Authors Eyal DarmonManaging Director,Strategy & Consulting, Natalie SistoManaging Director,Health & Public Kevin EllenwoodManaging Director,Accenture Song, Anita PuriManaging Director,Public Service,Global Lead Elizabeth NaikSenior Principal,Global Research Lead, Introduction Around the world, government agencies face growing budgetconstraints, mounting backlogs and rising user expectations. Pressureis high for them to deliver digital services that truly meet residents’needs. In recent years, governments have invested heavily in digitaltools. Our new survey of 7,250 residents and 4,100 frontline workers, How, then, can governments make the leap from digital foundation todigital excellence? Our survey findings show how agencies are gettingthe best returns on their digital and AI investments. Those getting itright are focusing on experience-led transformation that fosters trust indigital services. This includes building intuitive, seamless “digital front It’s time for a greater leap in how public sector agencies approachdigital transformation and prepare their workforces to adapt tocontinuous changes. Incremental change is no longer viable. Byaligning technology with its human users and consumers, agencies Despite this growth in digital options, service channel preferences havebarely shifted since our previous survey in 2022. The most commonways to access government services are still websites, email, phoneand in-person visits. With shrinking budgets and an overburdened Digital service quality in government ison the upswing, a trend we see in ourexperience and surveys. Our new researchshows 59% of residents view digital to users. Digital upgrades have failed to fullyeliminate these challenges and, in fact, haveintroduced new ones in implementation, trainingand experience. A third of workers noted a lack These sentiments reveal government service ismore than just completing a process; it’s aboutimproving outcomes at every step, for everyone Despite this progress, frustrations persist. Nearlyhalf (49%) of the residents we surveyed havedifficulty navigating government websites. Many(43%) distrust technology or have concerns aboutsecurity. This friction drives people to in-person orphone support or pushes them to give up entirely. Our evidence also suggests three steps thatcan unlock the full potential of agencies’ digital •Build and guide toward a digital front dooraround life events so people start in the right Workers are also experiencing their ownfriction from siloed systems, outdated toolsand inefficiencies. Nearly two-thirds (62%) saidinefficient processes have a significant to severe •Use AI to triage and automate simple cases androute more complex ones to humans. •Equip teams with continuous learning, clearguardrails and AI assists to mitigate tedious Creating a seamless, intuitive digital experience is no longer a luxury;it’s a necessity. Only 41% of residents say government processes andinteractions are intuitive. Government leaders often emphasize a“no wrong door” approach, ensuring residents get the services they Nearly half of residents (49%) report struggling to navigate sites and platforms.Poor design and resulting low trust impact their greater adoption of digitalchannels: 43% state a preference for in-person services over digital options and By contrast, having a clear and well-designed front door simplifies digitalgovernment and builds trust. No wrong door remains essential. Residentsshould be able to find the services they need through a variety of paths. But that Agencies can largely address confusion through thoughtful investment inuser-friendly design. Users typically form an opinion of a website’s credibilitywithin milliseconds, and poor design can drive them away quickly.3In thegovernment context, design signals legitimacy. It can also solve the greatestbarrier: where to begin. Forty percent of residents and 34% of workers say Uniform layouts, clear language that matchesusers’ goals and single-entry access acrossagencies without interruption allows residents tocomplete a task from start to finish themselves,even when multiple services are involved. This agents within the next three years.5“Trust-centric” AI design means creating an AI personaand voice that is clearly government-owned,empathetic, inclusive and adaptive to userneeds. By integrating sentiment analysis, past The benefits of seamless digital •Allows residents to sign in once and move. across services without restarting. •Meets resident needs: 41% rank a simple login among their •Redirects employee time to solving complex issues; 63% ofgovernment employees say identity verification takes more A human services agency transformed itscustomer engagement model by creating a “nowrong