Delivering an Optimized Case Management Experience for Citizens and Internal Customers

Posted by Jasmin Charbonneau, Senior Solution Architect

Government websites receive thousands of visitors a day in search of information that can help citizens’ daily lives. Since 1998, the number of visits to Canada’s Government Statistics site has increased every year, with more than 115 million page views in 2013.

When users interact with a government site, they often submit information about themselves through an application, a transaction and/or another kind of form. If a website’s foundation is built correctly, it should be gathering, organizing and storing this data into a secure system. On the front end, citizens should be able to access and complete these forms easily from any device, anywhere and at any time.

How It Works: Empower Non-Developers to Create Simple, Beautiful Forms

On the surface it can appear simple to build a form on a website – hire a designer and a developer, and you’re good to go.

But here’s the reality: Your designer or developer may not understand the latest best practices for form structures. The form may work perfectly on a desktop computer, but malfunction when loaded on a tablet or mobile phone. Bugs or cut-off design elements can create the need for extra troubleshooting time from a developer.

More back-and-forth rounds of edits are often required to optimize each form’s user experience. And before you even begin integrating an analytics platform, it has already become a costlier addition than you originally budgeted for.

With Adobe Experience Manager (AEM) Forms, you can create intuitive, beautiful forms that will work on any device quickly and easily **without **a developer. Any non-tech employee in your organization can be empowered to build responsive and mobile-ready forms that are compatible with any platform.

AEM’s clean and efficient drag-and-drop structure makes the creation process much more efficient, allowing government organizations to attain the modern, user-friendly interfaces citizens demand—and, in the meantime, allocate the citizen tax dollars saved elsewhere.

The Backend: What Happens with All the Data?

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Adobe’s AEM Forms platform can be leveraged as a portal to connect to back-end customer relationship management (CRM) solutions such as Microsoft Dynamics CRM. This back-end extension capability stores all citizen data in the CRM and can provide organizations with the ability to gather unique insights and understand their users on a deeper level.

Microsoft Dynamics CRM is the software suction that Public Services and Procurement Canada (previously PWGSC) has selected and procured for all departments to use for any xRM activities such as grants and contributions management, case management, permitting, licensing, and financial administration. The solution can guide government departments and agencies toward smarter and more creative decisions, helping improve and personalize the experience citizens have through the data collected through AEM Forms. Tracking the users’ experience on forms can also help dictate what is working with the design and what needs to be improved.

A completely integrated customer portal and CRM is proven to reduce costs by automating processes and helping business users focus on improving customer experience and exceeding their expectations, instead of getting bogged down with technical intricacies of their systems.

Making the Most of Your Investments

A common issue for governments these days is that they purchase technology but don’t understand (or use) all the benefits. For Adobe solutions, there can be a wide range of tools that get overlooked—simply because there are so many features to learn within each one.

What the Adobe Marketing Cloud and AEM does more than anything else is allow government to easily distribute content with a low cost of ownership. Many solutions require government to hire outside consultants or experts to custom-code, but these steps aren’t necessary with AEM. The software can be bought off the shelf, comes with already mobile-friendly form designs, and can easily be extended to leverage CRM content and data. It’s also an easy extension to the AEM platform on which Canada.ca is based.

The goal is always to become more efficient. In this case, it’s about making it easier for government employees to be effective in their jobs, and that requires continuous data monitoring and optimization—and a trusted platform where even non-developers can manage designs as quickly and easily as possible.

Adobe proudly champions delivering digital government experiences. Learn more about Adobe’s Government Solutions.