As more municipal, state and federal governments around the
globe look to leverage Web 2.0 to better engage the citizenry, technology and
business process experts are being called in to help along the process. Last
week, the experts at Accenture’s Institute for Public Service Value released a
report detailing how governments can better perform by using proven Web 2.0
utilities to create “more engaging, accountable, citizen-focused service.”
Smarter Technology spoke with one of the report’s authors,
Greg Parston, director of the institute, about what it takes to successfully
use these technologies in the public sector.
Create a Strategic View
A hodgepodge of pilot projects might throw up the veneer of
embracing technology advancements, but to truly be a game-changer, technology
needs to be implemented against a holistic strategy.
“There needs to be a lot of work done to develop a vision of
citizen censured government as it applies to the new technologies,” Parston
says. “It has to be a real strategic view about what it is that this is going
to mean for citizen engagement, for citizen service provisions, for public
accountability.”
Tailor Services and Communication
The diversity of the citizen user base poses unique
challenges to governments as they architect processes around Web 2.0 technology.
“There is a danger that by developing these e-technologies
and these different applications, we treat everybody in the same way,” Parston
says. “We don’t want that when we’re dealt with in person and we don’t want
that in e-governance either.”
He advises governments to strive to tailor both services and
communications that meet the needs and preferences of many users.
“Not everybody goes to a site to get the same thing at the
same time. People have different ways,
different inquiries, different behaviors as they engage with government,
whether that’s in getting information or consuming a service,” he explains. “Some
government agencies are beginning to do really very detailed customer
segmentation analysis behind that, to really tailor service provisions to
individuals and really tailor messaging to individuals. And I think that’s very important.”
Engage the Government Work Force
Rather than imposing these initiatives on the workers who
will make them a reality, administrators need to find ways to get them excited
about the new era in government technology.
“Too often work forces can feel that these new applications
are being done to them rather than with them,” Parston says.
He believes that because innovation usually comes from the
front line of an organization, not from the top, governments have to instill a
sense of ownership within the work force.
“In order to build the capacity to innovate and create new
solutions, the work force has to be engaged right from the beginning,” Parston
says. “That means it has to participate and contribute in the development of
measures and metrics and systems that allow them to provide services to be
accountable.”
Enable Transparency
Web 2.0 tools can really have a dramatic impact on the
public trust in the government if they are implemented the right way, Parston believes.
“We should recognize that what we’re doing here is trying to
build a trusting, multichanneled relationship and that doing things the wrong
way can undermine them,” he explains.
He believes that government entities need to keep in mind
that citizens crave transparency in the governmental process. Applications that
can drive a better level of visibility into how tax dollars are spent will go a
long way toward garnering trust.
“If, through these new technologies, government is being
more accountable, is being more transparent, is providing services more
effectively and efficiently for your tax dollar and public trust goes up, well
that’s an accomplishment,” Parston says.
