Just over half of Australians and New Zealanders (53 per cent) said their experiences of interacting with government services directly affect how they vote, according to new Qualtrics research released, with 25 per cent saying it has a significant impact.
With government agencies across the countries working to modernise and expand their services in response to changing resident demands, expectations, and behaviours, findings from the Qualtrics study – taken from Experience Management for Government – reveal the importance of delivering positive experiences in these new environments.
Alongside voting preferences, two-thirds also said the experience provided by government agencies, such as available information and booking systems, impacted their decision to get a Covid-19 vaccine. For 26 per cent, it had a significant impact on their decision.
Digitisation should remain a priority
As part of the transformation of government service delivery, digitisation must be a continued priority. 32 per cent said they are more satisfied when using digital platforms.
Similarly, 48 per cent said they now expect to use digital services most of the time when accessing government services. More than half (58 per cent) said they have increased their use of digital platforms to engage with government agencies since the start of the pandemic.
Government agencies managing health (including Covid pandemic), transport, and services achieve the highest volumes of residents satisfied with the experiences being delivered.
They are also the top listed agencies residents prefer to engage with through mobile and online channels, further highlighting the impact of a positive digital experience.
Findings from the study build on Qualtrics’ recent 2021 Consumer Trends study, where customer service support, communications, and ease of use for products and services were highlighted as the top areas for public sector agencies to improve.
“After two years of rapid digital shift within industries, residents have high expectations,” said Phillip Bland, Industry Advisor for Public Sector Solution Strategy, Qualtrics.
“This requires a shift in how agencies manage their programs, with a critical need to rapidly uncover opportunities and take immediate action to improve the services being delivered.”
“We are already seeing some government agencies make progress in these new environments, and it will ultimately lead to better outcomes for all involved – from greater trust through to a rise in inclusive citizen access to programs and initiatives.”
More for agencies to focus on than customer experience
As organisations from all industries navigate an increasingly competitive job market, separate findings from Qualtrics’ 2022 Employee Experience Trends report found 4 in 10 public sector workers (39 per cent) in Australia and New Zealand could look to switch jobs this year.
For agencies wanting to attract and retain talent, hybrid environments, flexible working arrangements, and the opportunity to do meaningful work will be key. More than two-thirds said they would look for a new job if asked back to the office full-time (69 per cent).
While the opportunity to do meaningful work, flexible working arrangements, and working with great people were the top reasons people would apply for a job in the public sector.
“Competition for new talent is rising, and in the public sector candidates and employees are also all residents. It’s therefore vital that the public sector gets the experience right for both groups, especially as we know negative experiences can have knock-on consequences.”
“By delivering the types of experiences people want at work, agencies will be in a stronger position to attract and retain a purpose driven high performing workforce” added Bland.
Qualtrics is used by more than 750 government departments and agencies across the globe, including more than 150 government agencies in Australia and New Zealand.
About the studies
Experience Management for Public Sector
This research was conducted in November 2021, and is based on insights from 1,820 respondents aged 18+ in ANZ. To ensure that the data was reflective of the citizenry, we set quotas for responses to match the gender, age, and income demographics of each country.
Read the full report here.
2022 Qualtrics Employee Experience Trends
The Qualtrics study was carried out between August and December 2021, and includes 1,661 respondents 18 years of age or older employed full-time across a range of industries in Australia and New Zealand. 261 respondents were from the public sector.
Read the full report here.
2022 Qualtrics Consumer Trends
The Qualtrics study was carried out in September 2021, and includes 2,000 respondents 18 years of age or older across Australia and New Zealand. Read the full report here.