SPEAKER: The digital transformation of government services has been underway for some time. But COVID-19 accelerated the pace of change. During the pandemic, governments relied heavily on apps to help track and limit COVID spread, making them a part of daily life. But the functionality of these apps has now evolved to offer more than just check-ins and tracking. There's an opportunity to convert this engagement with digital government services and deliver a wider range of services and experiences. This is backed by the fact that 92% of Australians want more digital government services.
Publicis Sapient commissioned the Digital Citizen Survey in December 2021. This landmark survey looked at people's usage, experience and perspectives around digital government services, questioning more than 5,000 Australians. Our research identified three key areas governments can focus on to improve citizen experiences and lives.
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Building and broadening digital services around life events. 60% of Australians experienced a significant life event in the past year, for example, births, deaths and marriages. These are moments when citizens engage with government services and need support, so getting interactions right is important. Digitising, streamlining and personalising such emotional experiences can help build trust and overall satisfaction with government. Our report found that 32% of people are unaware or unable to find relevant services during life events. Building awareness via pre-emptive service notifications and personalised messaging could help resolve this.
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Offering more personalised digital experiences is the next opportunity area for government. Australians are very comfortable providing information to government apps and happy with new technologies like AI, providing it improves convenience or saves time. 83% of Australians are comfortable with government apps remembering and recommending services based on previous interactions. And 78% are comfortable with personalised services based on their employment status or income. Trust is key when it comes to new technologies like AI. Overall, levels of trust are already high. And when it comes to increasing trust, the key is ensuring there's always a value exchange for the citizen data being provided. Maintaining that trust is about putting the user in control. Control of what data is being shared and why, and being able to adjust access or turning it off completely.
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The third opportunity is around mental health, a fast-growing service area for governments, especially after the psychological distress of the pandemic. Our research shows 57% of the population has sought help for mental health issues and that there's a high appetite for digital support. 72% of those with a mental health condition say that an online consultation would make them more likely to reach out. Co-designing new solutions will be integral to success. This means targeting different digital government services to different groups, ensuring citizens are engaged through the right channels for them at the moments that matter most.
The Publicis SAPient Citizen Insights Hub is an online resource for the Australian public sector. Please book a meeting with us today for a deeper dive into our most recent findings and visit the page regularly for new updates.