at BCG Perspectives: “Getting better—but still plenty of room for improvement: that’s the current assessment by everyday users of their governments’ efforts to deliver online services. The public sector has made good progress, but most countries are not moving nearly as quickly as users would like. Many governments have made bold commitments, and a few countries have determined to go “digital by default.” Most are moving more modestly, often overwhelmed by complexity and slowed by bureaucratic skepticism over online delivery as well as by a lack of digital skills. Developing countries lead in the rate of online usage, but they mostly trail developed nations in user satisfaction.
Many citizens—accustomed to innovation in such sectors as retailing, media, and financial services—wish their governments would get on with it. Of the services that can be accessed online, many only provide information and forms, while users are looking to get help and transact business. People want to do more. Digital interaction is often faster, easier, and more efficient than going to a service center or talking on the phone, but users become frustrated when the services do not perform as expected. They know what good online service providers offer. They have seen a lot of improvement in recent years, and they want their governments to make even better use of digital’s capabilities.
Many governments are already well on the way to improving digital service delivery, but there is often a gap between rhetoric and reality. There is no shortage of government policies and strategies relating to “digital first,” “e-government,” and “gov2.0,” in addition to digital by default. But governments need more than a strategy. “Going digital” requires leadership at the highest levels, investments in skills and human capital, and cultural and behavioral change. Based on BCG’s work with numerous governments and new research into the usage of, and satisfaction with, government digital services in 12 countries, we see five steps that most governments will want to take:
1. Focus on value. Put the priority on services with the biggest gaps between their importance to constituents and constituents’ satisfaction with digital delivery. In most countries, this will mean services related to health, education, social welfare, and immigration.
2. Adopt service design thinking. Governments should walk in users’ shoes. What does someone encounter when he or she goes to a government service website—plain language or bureaucratic legalese? How easy is it for the individual to navigate to the desired information? How many steps does it take to do what he or she came to do? Governments can make services easy to access and use by, for example, requiring users to register once and establish a digital credential, which can be used in the future to access online services across government.
3. Lead users online, keep users online. Invest in seamless end-to-end capabilities. Most government-service sites need to advance from providing information to enabling users to transact their business in its entirety, without having to resort to printing out forms or visiting service centers.
4. Demonstrate visible senior-leadership commitment. Governments can signal—to both their own officials and the public—the importance and the urgency that they place on their digital initiatives by where they assign responsibility for the effort.
5. Build the capabilities and skills to execute. Governments need to develop or acquire the skills and capabilities that will enable them to develop and deliver digital services.
This report examines the state of government digital services through the lens of Internet users surveyed in Australia, Denmark, France, Indonesia, the Kingdom of Saudi Arabia, Malaysia, the Netherlands, Russia, Singapore, the United Arab Emirates (UAE), the UK, and the U.S. We investigated 37 different government services. (See Exhibit 1.)…”