World Bank Talks Government Experience Innovation at Adobe Summit

by Jenna Langer

posted on 04-16-2018

At Adobe Summit, executives from Mercedes-Benz, Coca-Cola, and Virgin Airlines showcased sizzling customer experiences on the main stage. While those presentations impressed with eye-catching design and innovation, digital transformation isn’t only for the private sector. Digital transformation can enable services we all use as citizens. In the “Reimagine Government” Super Session, leaders from the World Bank, the U.S. Department of Energy, and the Center for Digital Government discussed their efforts to build services from the customer’s point of view.

In her presentation, Flora Rezai Mood, an IT Leader from the World Bank, an international finance organization comprised of 189 member countries, shared how the World Bank uses digital technology to improve experiences and reduce costs. Their unique model brings with it a diverse set of customers. “Looking back at the start of this project, our audience told us we had problems with findability of our content,” said Mood.

Over the last eight years, Mood was part of a team who redefined and implemented new digital experiences. Their requirements are vast with 55,000 assets, 48,000 pages, and over 200 authors in their content management system.

According to Mood, the results of the project have helped them achieve cost savings and communication goals. It’s also helped them be more transparent and open in their external messaging and achieve full governance around their messaging. Ultimately, they’re most pleased for achieving higher audience satisfaction scores through better ways to find content and improved experiences for their users.

But it’s not only the World Bank. We’re seeing broad intent for customer experience transformation across the government sector. A recent commissioned study conducted by Forrester Consulting on behalf of Adobe found that although 94% [of government agencies] agree that they must prioritize customer needs in all digital initiatives, only 15% report doing so consistently.

We obviously have a long way to go, but the journey has begun.

Adobe SVP Brad Rencher made the case for becoming an experience business, but voiced that the same challenges apply no matter your vertical. Creating a unified customer profile is a core need for an experience-led business, but Rencher said current systems are fundamentally incapable of managing the volume, velocity, and variety of data and content required to deliver compelling and personalized customer experiences. With the right technology infrastructure, you can manage and make sense of both data and content—allowing you to better understand your audience and quickly deliver the content they need, wherever and whenever they need it.

If you want to dive deeper, these two break-out sessions are incredibly relevant for those in government services:

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