Keep in mind the nice previous Garmin Nüvi?! My dad had one. Superior piece of tech 20 years in the past. However I’d be very stunned if you happen to nonetheless relied on it as your highway navigator right this moment in 2025. The factor is many governments nonetheless function like a fundamental satnav gadget — they set insurance policies, design applications and companies based mostly on preliminary planning, then execute them with out a lot flexibility. Even when real-world situations change — financial and geopolitical shifts, social and demographic adjustments, and scientific and technological developments — authorities organizations typically keep on with the unique course, even when it now not serves individuals effectively.
Now consider a wise navigator app like Waze on Carplay or Android Auto — one which repeatedly displays real-time highway situations, learns from previous journeys, and prioritizes getting you to your purpose. Simply as a wise navigator helps you arrive on time — not simply observe a set route — a customer-obsessed mission engine’s objective is to assist public sector leaders discover higher methods to attain mission success by consistently understanding clients (numerous vary of stakeholders together with particular person residents, residents, and vacationers; companies; international traders; and different governments) and maximizing worth for them. Within the long-term, a customer-obsessed mission engine drives optimistic change in society, resembling financial development and stability, social fairness and well-being, and public security and resilience.
Buyer Obsession Is Important In The Public Sector
Why hassle? Buyer obsession — placing the shopper on the heart of your management, technique, and operations — allows organizations to sense and reply to market circumstances. Within the non-public sector, this flexibility ensures buyer satisfaction, worker engagement, and income development in any financial local weather. To attain mission success, public organizations can adapt the rules of the expansion engines of prime non-public sector firms to the federal government context. In the end, buyer obsession is important within the public sector as a result of it helps:
Drive behaviors that energy mission efficiency. That is achieved by following the federal government’s recommendation and directives, partaking with the federal government for authoritative data, utilizing non-compulsory companies, and talking positively concerning the authorities and its companies.
Streamline processes that frustrate clients and waste assets. This helps to align assets with the precise wants and expectations of the shoppers they serve, authorities organizations.
Design resilient companies. That is performed by integrating catastrophe restoration and worst-case-scenario planning into buyer journeys.
Perceive Your Buyer-Obsessed Mission Engine
Forrester defines a customer-obsessed mission engine as:
Steady service supply that achieves high-impact outcomes by maximizing worth to individuals, companies, and different authorities our bodies. It advances mission goals by aligning inside capabilities resembling communications, buyer expertise, digital, and expertise round these clients.
There are three variations of the customer-obsessed mission engine. The one you want depends upon whether or not your group delivers first-response or front-line service in a government-to-customer area; supplies regulatory companies or trade help within the government-to-business area; or is tasked with inside coordination or cross-jurisdictional relations that require you to construct a government-to-government mission engine.
Public sector organizations with strongly aligned service supply capabilities — coverage improvement, buyer expertise (CX), advertising and communications, and digital enterprise — usually tend to run a customer-obsessed mission engine that improves service supply. For particulars about buyer obsession, in addition to a full checklist of our suggestions for CX and expertise leaders in authorities on the way to align inside capabilities with buyer worth, take a look at our report, The Buyer-Obsessed Mission Engine For The Public Sector.
Forrester purchasers also can schedule a steerage session with me, Sam, or one among our colleagues who contributed to this analysis.
