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Improved online communication boosts customer satisfaction for government agencies

To help staff members see the importance of these new channels, employee incentive programs can be used to create a customer-centered approach to communication.

Efforts to improve electronic communication channels have strongly increased satisfaction among citizens seeking information from government agencies. The American Customer Satisfaction Index (ACSI) found that satisfaction of federal agencies increased 2.2 percent to 68 percent in the last year.

The jump in satisfaction levels is tied to the government’s efforts to refine their ability to provide the information that citizens want through digital channels. Agencies have been reorganizing their websites to make them more intuitive and easy to understand. People who interacted with the government through its websites or email were more satisfied than those who contacted them by phone, according to the ACSI.

“Looking at the key factors that drive citizen satisfaction, the federal government has improved its marks for ease and efficiency of processes, customer service and information delivery,” Claes Fornell, ACSI founder told Business 2 Community. “The most improved area for government, however, is website quality. Better government websites, coupled with more people making use of them, has contributed to higher levels of citizen satisfaction.”

Commercial institutions also saw an increase in satisfaction thanks to increased use of new electronic channels. The ACSI found that banks have significantly bolstered their customer relations as the industry average increased to 77 percent. Many of these improvements are being made at the local branch level, where they are directly influenced by interactions with the customers.

In any industry, online communication will likely be the key to maintaining strong customer retention and satisfaction. By using new technology, such as social and mobile platforms, to enhance the client’s experience, companies can improve retention rates and drive revenue. To help staff members see the importance of these new channels, employee incentive programs can be used to create a customer-centered approach to communication.

Reward programs are a valuable tool in managing corporate environments. Recognizing success and efforts to improve social media or mobile interactions can encourage all workers to provide better experiences for customers.

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