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Like their counterparts in the private sector, public sector organizations are transforming their operations to meet the modern demands of our digital world. Unfortunately, digital adoption in the public sector is not keeping pace.
Personalization of services is one trend making a difference in the private sector and — considering the amount of data collected by government agencies — it could help improve the adoption rates among constituents.
Proven Impact of Personalization
For private companies, personalization has already proven its value. It increases the relevance of a product or service for an online visitor, which can increase conversions. In a survey of executives, 40% reported that personalization directly improved sales, order size and profits, while another 37% noted increased sales and customer lifetime value.
Given the personalized offers in the private sector, individuals now expect that their online experience should be individually catered to them. They think organizations should know who they are and what their needs are, which is why 53% of consumers expect personalized offers and 62% expect organizations to anticipate their needs.
If constituents normally anticipate a personalized online experience, it’s understandable that they might not embrace a government website that’s not built to provide that experience.
Regaining Trust Through Personalized Services
Thankfully, Americans are primed to have a better digital experience in the public sector. Many Americans want even more technology used in the government services being offered — and they are optimistic about the impact that investment will have.
An Ernst & Young study revealed that 57% of those surveyed think technology will enhance public services in the future. One-third of respondents said improving the quality of services through technology should be one of the government’s top priorities.
Leaning into personalized services could be a good way to demonstrate that improvement to constituents.
Adding services that enhance a constituent’s digital safety and security is one way an agency can add value and gain trust — by demonstrating it is committed to protecting that individual. Intelligent identity security is one example of how that could work.
Identity Protection in the Public Sector
Individuals are genuinely concerned with the security of their personal, financial and identity information. A 2020 study by TransUnion revealed that 83% of respondents worried about someone stealing their identity. It also showed that 94% said it was important to know how government agencies secure their online accounts.
Offering intelligent identity security can demonstrate that a public sector organization takes those identity concerns seriously.
Intelligent identity security can provide proactive, holistic, hyper-personalized insights to individual constituents, as well as specific action steps based on their unique risk profile to help them protect their identities. Not only is this the kind of personalized content that constituents will value, which can lead to greater engagement with the agency’s other programs, it also empowers them to take control of their digital safety and security.
The constituent benefits, while the increased adoption of digital services can help the agency find greater efficiencies and use of resources.
For a more in-depth look at how adding personalized, security-conscious features like identity protection can encourage constituents to increase their engagement with public sector services, read our new white paper Driving Digital Adoption Among Constituents.