{"id":872,"date":"2021-08-24T19:42:00","date_gmt":"2023-06-06T19:42:32","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=872"},"modified":"2023-06-06T20:03:38","modified_gmt":"2023-06-06T20:03:38","slug":"generating-trust-digital-services","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/generating-trust-digital-services\/","title":{"rendered":"How Government Generates Trust Through Digital Services in Singapore"},"content":{"rendered":"\n

A major global study from Boston Consulting Group (BCG) and Salesforce reveals the links between a government\u2019s digital services and levels of trust for government<\/i>.<\/p>\n

\u00a0<\/p>\n

It\u2019s not news to anybody that the pandemic has driven people online in record numbers. More people than ever now live more of their lives within a digital realm.<\/p>\n

What is fascinating is the effect this is having on customer expectations<\/a>, and on trust in government.<\/p>\n

Whether it\u2019s shopping, working, learning, healthcare or government services, people are looking to the digital realm, first. As they do, they are having varying levels of experience.<\/p>\n

Every time they have a wow moment, every time they\u2019re delighted by a remarkable, personalised online interaction, their expectations are being shaped.<\/p>\n

The trailblazing report The Global Trust Imperative<\/a> from BCG and Salesforce offers a sharp focus on what those changing expectations mean for governments and their agencies. In particular, this report \u2013 developed from surveys with 24,500 people across 36 countries \u2013 reveals that 87 per cent of respondents globally believe that a great digital government customer experience would increase their degree of trust. This alone highlights the fact that there is a deep and powerful connection between digital government services and trust in that government.\u00a0<\/p>\n

In Singapore the report found 77 per cent of respondents say great digital experiences would have the highest positive impact on trust for the government. Importantly, almost as many say bad experiences decrease trust. There\u2019s great risk involved in getting digital experience wrong, or not providing it at all.<\/p>\n

Some of the findings are encouraging in terms of the positive impact digital upgrades have already had. For example, in Singapore, 54 per cent say their needs are being met by their government\u2019s digital services.\u00a0<\/p>\n

There were several findings of interest to public sector leaders. For example, globally, 94 per cent of customers say they\u2019re not happy with just any digital offering. Customers worldwide expect government digital services to be as good as or better than banks, telcos, leading tech firms or other leading governments. That\u2019s high expectations, indeed.\u00a0<\/p>\n

Let\u2019s dig a little deeper.<\/p>\n

\u00a0<\/p>\n

What customers want<\/b><\/h2>\n

To know how to best serve customers, first we need to understand what they don\u2019t want. Globally, 70 per cent of customers say the last interaction they had with digital government services had at least one pain point. Although this number varied from country to country, even a leading country like Singapore found that 64 per cent of users faced some type of problem when accessing their digital service.\u00a0<\/p>\n

So what is it that they want? Where are governments falling short in the digital realm?\u00a0<\/p>\n

The most common problems were:<\/p>\n