Bridging the Experience Gap in Government
by Bryan Lamkin
posted on 02-24-2016
This week we are hosting the Adobe Digital Government Assembly in Washington, D.C., where senior government agency officials, technology leaders and innovators will share ideas for creating effective digital government strategies. Making the move to digital in the public sector is important, but presents its own unique set of challenges. That’s because people are consuming more content across more devices than ever; there is an explosion of data across devices, servers and the cloud that is overwhelming; and these changes have all created a digital disruption. This has led companies and government agencies to rethink how they transform their businesses to digital.
“ Digital transformation” is a dynamic that affects virtually every aspect of how businesses and government interact with their customers. There are four areas in particular where we see tremendous opportunities for the digital transformation of government.
In many ways, mobile has become a commodity in today’s consumer world. But for the public sector, it’s critical for them to adopt a mobile mindset to effectively engage and transact with their constituents. After all, every citizen expects to interact with organizations and content when and where they want. The demand for compelling mobile experiences is real and it isn’t isolated to a particular economic demographic.
Most commercial businesses have an application analytics strategy – and it’s key to driving their business strategies. But many government agencies don’t measure application interactions to understand what constituents want and need. However, with cloud-based analytics and real-time insights, it’s easier than ever for the public sector to fine-tune its product development and innovation strategy and deliver a more targeted experience to citizens.
With so many technology companies shifting to cloud-based models, new and increased levels of security are required. The federal government has done a great thing with the introduction of the FedRAMP program. FedRamp creates a standardized approach to security assessment, authorization and monitoring for cloud services. Adobe is being proactive in this area because there are huge benefits to the cloud for security and for creating powerful, end-to-end digital experiences for citizens.
A great example of this is the Document Security and eSignature space. With so much of our daily lives having gone digital – it’s amazing that we often revert back to paper documents. Paper is a very bad delivery mechanism and a surprisingly unsecure way to process transactions. Going paperless isn’t just a nice idea; it’s a requirement for delivering improved customer service in a greener, more cost effective and efficient manner. Adobe’s cloud-based e-signature service, eSign, is helping federal, state, and local agencies fast track their paperless efforts.
Design-led experiences drive e-citizen engagement
Creating compelling, impactful experiences that increase citizen engagement is paramount. Design-led experiences change the way we interact, entertain, work, and relate to the world around us. These same technology platforms drive design-led e-citizen experiences. According to recent Adobe research, 86 percent of public sector creatives say that creative and design-focused communications are indispensable to successful government workplaces. Adobe is on the forefront of helping government agencies push their creative limits—transforming the way public sector employees communicate and drive business results.
Now, more than ever before, citizens request transparency, immediacy and accuracy, making it critical for agencies to transform their platforms for digital delivery. Our cloud platform, powered by the strength of Creative Cloud, Document Cloud and Marketing Cloud, helps the public sector make standout content for every device; manage and deliver personalized experiences across channels; and measure content to track results and predict outcomes. This uniquely positions Adobe to help government and businesses alike make the leap to digital.