AI has become integral to all aspects of the customer experience by offering people the flexibility of omnichannel options and providing instant, accurate information when it is needed most.
And this can impact how governments provide support for individuals and communities, both locally and nationwide.
Here’s how governments can leverage AI across a range of public services. Including enhancing self-service requests and automating referrals, or ensuring personalised omnichannel communications.
Self-service requests
69% of customers prefer to use self-service options to resolve issues themselves before reaching out for support. And that makes it vital for governments to utilise online FAQs and documentation libraries to give people the flexibility to access efficient, accurate information.
All local and national government websites currently feature detailed guides and resources on everything from immigration and healthcare to employment support and vehicle tax. But they could tailor this content further using AI.
By drawing upon previous customer communications, AI can identify the most commonly asked questions and the most relevant answers. This insight can influence the way governments structure the content online, so people can find information they need more efficiently.
Automated referrals
Self-service options also include online portals, which enable autonomy over applying for specific services. Over 40% of businesses agree that productivity is increased through AI automation, reducing the need for employees to manually process applications or send out communications.
And this is evident in the way governments currently provide self-referral options online.
The childcare portal provides an example, allowing people to check their eligibility, apply for funding and register additional children without the need for paperwork or an appointment. Once someone completes an application, AI initiates an automated workflow which includes a summary of responses, confirmation email and follow-up messages for any outstanding tasks.
Services should adopt AI-powered automations for as many referral processes as possible, helping individuals access the support they need quicker, whilst freeing up employees to focus on more complex tasks.
Human-centric AI
Although governments are utilising the benefits of automated referrals, the subsequent automated emails are often formal and impersonal in tone. And often, the only personalisation is using the individual’s name.
That’s where human-centric AI can make a huge difference, drawing upon real customer-employee communications to adopt more engaging, personalised language.
75% of companies believe personalisation is essential for digital experiences. And it can make a difference to government workflows and messaging too, making communications sound less clinical and more personal, especially when applying for complex services like benefits or visas.
The importance here is to use AI to make messaging sound as though it was written by an employee, and not a rigid automated template, helping to create a more unique, tailored experience for each individual.
Omnichannel communications
Additionally, omnichannel service can help personalise communications. Each channel is integrated into a central CRM, enabling AI to draw upon previous communications with an individual to tailor its responses to their needs and situation.
Omnichannel allows people to access support in a way that works for them, like after hours or on the go. However, government channels often rely on web forms, email, phone calls or sending a letter in the post. Instead they should be utilising one of the most preferred channels: live chat.
With over 57% of Gen Z customers expecting a response within 24 hours or less, AI-powered live chat messages provide an ideal solution. They can signpost people to relevant services, provide answers to enquiries and update personal information through immediate replies.
They can also seamlessly escalate to a human advisor, if required. This can be done instantly within working hours or by arranging a guaranteed next-day call back or email follow-up.
Conclusion
AI and technology are constantly evolving the customer experience. But our bespoke CX solutions are here to help businesses, organisations and governments keep up.
Get in touch with our award-winning teams today to discover how we can transform your contact centre.
