Relevant CX and UX developments for the government (3/3)

Citizens increasingly use different channels to obtain information and expect a consistent experience across all channels. This omnichannel development presents organizations with the challenge of dealing smarter with their content than is possible with many CMSs. As an organization how do you ensure that your content across all those channels connects seamlessly? It is not necessary to offer all content via all channels, but it is important that your messages are coherent and consistent. The new generation of CMSs increasingly focus on creation personalized content instead of “one size fits all”. This means that the content and presentation layers in CMSs are further decoupled and that content is stored even more modularly. For the government, the behavior of consumers and citizens is becoming increasingly unpredictable, making it increasingly difficult to maintain the connection with citizens. Citizens expect from the government that information is reliable and consistent. Due to the increase in options, devices and channels, citizens can be informed regardless of place or time. Online government services (such as vanAnaarBeter) have many competitors and citizens choose the service that best meets their information needs. The government therefore needs advice on better tools for easily creating and managing omnichannel content. This allows the government to provide citizens with consistent content across the channels and enhances the image of a reliable government.

Citizens have increasingly higher expectations of online information services. Content must be available 24/7 on a wide variety of devices. This development presents organizations with the challenge of developing content in smarter ways. However, management organizations often struggle with legacy tools that are unsuitable for maximum content reuse. Content maintenance is therefore labour-intensive and expensive. To better respond to this development, organizations are opting for tools that support the COPE (Create Once, Publish Everywhere) approach to content. With COPE you can divide content into smaller pieces so that you determine per channel what you do and do not show to the end user. In combination with the right metadata, they therefore have a smarter and more efficient way to present customized (personalized) content to the end user. The COPE approach to information services is relevant to government for several reasons. It contributes to a consistent message across all channels. There is less pressure on organizations to maintain different channels separately. The approach offers more flexibility because content and presentation are completely separated from each other. In this way, content can also be easily published on new channels (online and offline).