CDPs in Government Improve Citizen Experiences to Deliver Better Service and Build Trust
The recent White House briefing on digital modernization in the federal government puts CX, or Customer Experience, front and center as one key to regaining/keeping the American peoples’ trust, faith, and willingness to serve in the years to come.
Across all industries, we often talk at Tealium about the need to build trusted customer experiences with brands. This level of trust is even more heightened in government, where citizens want to believe they are interacting with a government that knows them and is looking out for their best interests—delivering personal engagement, life-changing services, opportunities and information, and secure transactions — — all while respecting the individual’s privacy and consent.
But how can the government improve the experiences of its citizens across such a wide array of government groups, channels, and technologies?
Prioritization is Key
For government, like most industries, the pandemic has only accelerated what was already a focus on improving the digital experience for citizens looking to engage or respond to the government across a wide variety of channels. Over the past two years, government agencies have faced the same limitations around in-person experiences, putting the burden on their digital platforms, and the need to track that customer data, like never before. Even as these restrictions ease, the consumer push towards better digital engagement is here to stay. Citizens have grown increasingly comfortable interacting with their government from the convenience and safety of their homes.
At the same time, only 20% of the Federal government’s $90 billion in IT spend is devoted to modernization. The rest is focused on maintaining aging and inefficient technologies. Choosing the right NEXT technology investment is therefore key, not only to deliver the best user experience and the wide variety of citizens’ needs, but to get the most out of legacy investments without ripping and replacing the entire tech stack.
Enter the strongest candidate, a Customer Data Platform (CDP).
Putting CDPs in Government to Work
Government agencies can benefit immensely from investing in a CDP as a critical tool to deliver on a modern customer data strategy. With a data-first CDP like Tealium in place, agencies can create a single view of each user and provide a more personalized, relevant user experience across all channels, while protecting sensitive customer data, and ensuring compliance with privacy and consent rules.
While the opportunities can feel overwhelming, there are several use cases for using CDPs in government to help government agencies start on this journey towards a better customer experience. Regardless of which use cases are top of mind for you, the key is to take that first step:
- Single View of the Citizen: The Tealium Customer Data Hub and event management solutions help groups collect, evaluate, and decision user data across a wide range of channels and platforms, ensuring that you have the most accurate picture of each user that can be fed back to customer-facing platforms.
- Audience Creation for Recruitment and Other Activities: Tealium AudienceStream CDP allows for real-time audiences and visitor profiles to be created based on the building block data being collected so that data can easily be acted on by digital, recruitment, and CX teams.
- Audience Segmentation: Audience Sizing allows you to discover and take action on visitors based on their behavior. After specifying a date range and rule conditions as input, your audience data is searched for visitor profiles that match the criteria you selected.
- Audience Insights: Tealium Predict ML uses the power of machine learning to predict the likelihood of any behavior you’re tracking in Tealium AudienceStream Customer Data Platform.
- Secure Data Collection: Tealium’s cloud infrastructure is certified to the most stringent security requirements. Our platform is also built on AWS, which the government already utilizes. This gives flexibility and we can ensure highly sensitive data is best kept away from unpredictable or uncontrollable environments, like a user’s browser. EventStream gives you options for managing data in the cloud to maintain the highest possible security.
- Consent Adherence and Attainment: Tealium provides built-in consent management tools and integration with leading CMPs for web and mobile to help the Government collect consent upfront, adapt to strict privacy regulations and honor customer consent preference with downstream vendors
- Visitor Stitching: Tealium AudienceStream CDP proactively seeks matching identifiers across all known visitor profiles, combining them in real time so users can be immediately engaged with confidence.
- Data Storage and Portability: Unify and own all of the customer data available to help the government fuel deeper insights. No need to buy back data from vendors, saving time, resources, and money.
Why Now?
Citizen expectations for seamless, trustworthy engagements with their government have grown increasingly higher and more complex. They want to feel that the government is THEIR government, and is doing whatever it can to help them live better lives. A data-first CDP like Tealium helps deliver personalized, secure customer experiences that sets up government agencies to create and deliver the best possible outcomes for its citizens.
Learn More About CDPs in Government or Cast Your Vote!
- To learn more about supporting a strong CX, check out our recent post: 3-Mandates for Planning Customer Experience in 2022 (https://tealium.com/blog/customer-experience/3-mandates-for-planning-customer-experience-in-2022/)
- To learn more how CDPs help optimize existing Martech investments, check out this white paper: https://tealium.com/resource/whitepaper/supercharging-martech-efficiency-and-utilization/
- Interested in learning more about how Tealium can help government agencies? Get a personalized demo today!
