As we celebrate nearly two decades since the inception of GovMetric, it’s a moment to reflect on our journey, the progress we’ve made, and the innovations that continue to shape the way public services engage with citizens. GovMetric began as a bold initiative in 2006, following a series of workshops sponsored by the East Midlands Local Government Association (EM LGA).
With just six pioneering councils involved and a six-month pilot, our vision was clear: to create a feedback system "by the sector, for the sector," in response to the National eService delivery standards.
The Evolution of Service Channels
Back in 2006, public service interactions were primarily handled through three main channels: face-to-face at walk-in centres, inbound telephone, and web—which at the time was largely informational.
The most significant volume of interactions occurred via phone, with web-based services used mostly for signposting. Fast forward to today, and the landscape has changed dramatically. Digital channels have multiplied, transforming the web into not just an informational but a transactional hub. For many services—especially property-related ones—digital is the primary, and sometimes only, channel required. Personal services still demand a more blended approach, but the shift towards digital has been transformative.
From Data Scarcity to Data Abundance
In our early days, data was limited, and the tools to analyse it were even more so. However, over the last 18 years, we’ve witnessed an explosion in the availability of data and the sophistication of tools to manage it. Systems now routinely generate more detailed management data, and data sharing has become more widespread.
There’s a growing hunger for data insights, driving the rise of new roles and skills dedicated to analytics. The pace of change is accelerating, fuelled by artificial intelligence and advanced analytics, pushing the boundaries of what’s possible in service delivery.
Standards: The Foundation for Progress
As the public sector has become more data-driven, the importance of standards has come into sharp focus. Data flows between systems, partnerships in the ecosystem have grown, and government initiatives are increasingly joined up.
On 1st October 2024, we saw a proposed CX industry global standard published, setting the stage for scalable progress. Later this quarter, we expect a Citizen Experience Management (CitXM) standard to emerge, a pivotal step toward unifying public services around shared data standards.
Professionalism in Customer Experience
The field of customer experience (CX) has matured significantly, marked by the growing influence of certifications such as the Certified Customer Experience Professional (CCXP), and bodies like the Institute of Customer Service (ICS) and the Market Research Society (MRS).
As I’ve recently qualified as a CCXP, I see firsthand how important it is for practitioners to continuously strengthen their expertise. The CX community is evolving rapidly, with more professionals entering the field, armed with the skills and insights to drive meaningful change.
Culture: A Foundation Yet to Be Fully Realised
The relationship between an organisation's customer culture and its performance is well-established in the private sector. A customer-centric culture is directly linked to competitive success. However, in the UK public sector, austerity measures over the past 14 years have stunted progress.
Investments in customer engagement and cultural transformation have been limited, and the gains we’ve seen globally haven’t always translated here. The incoming government has a role to play in fostering this culture shift. It’s not just about funding; it’s about attitude and commitment to customer-centricity.
Expanding Beyond VoC: The Rise of Citizen Experience Management
We started with Voice of the Customer (VoC) as the primary driver of service improvement. But the scope of Citizen Experience Management (CitXM) has expanded significantly. Today, we incorporate not only VoC but also Voice of the Employee (VoE), behavioural data, and demand data. This holistic approach provides a richer, more nuanced understanding of customer experiences, ensuring we capture every aspect of the service journey.
The Role of Governance and Regulation
In the realm of governance and regulation, there has been less dramatic change, though we are seeing a strengthening of oversight in certain sectors, particularly housing. While regulations and compliance are essential, we must ensure they don’t detract from the goal of delivering better outcomes for citizens. Comprehensive experience monitoring remains crucial in ensuring that compliance alone doesn’t overshadow quality service delivery.
Looking Ahead
As GovMetric approaches its 20th anniversary, the journey continues. Our commitment to helping public services deliver exceptional, data-driven citizen experiences remains unwavering.
We’ve evolved from a small pilot project into a leader in Citizen Experience Management, and we’re excited about the innovations and challenges the future holds. Here’s to the next 20 years of transformation, collaboration, and putting citizens at the heart of public service.
If you would like to discover some of our Customer Stories, highlighting real-world customer experience transformations within the public sector, click below.
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