For years, government agencies have measured a wide array of digital activity, such as website visits, call volumes, application submissions and service requests completed. While important, those metrics offer limited insights.  For example, the data can tell agencies what happened, but not always why it happened. What were people trying to do? When did they give up? Which services create frustration and which build confidence? And most importantly, what can agencies do to improve those experiences and help residents achieve better outcomes?

Improving service delivery starts with understanding the entire customer journey, from initial awareness and engagement through service completion and real-world outcomes. To gain that visibility, agencies must continuously collect and analyze feedback, behavioral patterns and operational data as experiences unfold. Using AI, they can identify where residents need the most help and prioritize the improvements that will have the greatest impact.

“The future of government [is] not going to be defined by how much data we collect or how much AI we deploy,” said Jake Sager, Vice President of Experience Partners at Granicus. “It’s going to be defined by how effectively we use those capabilities to improve people’s lives.”

In this video interview, Sager shares practical strategies for creating a data-driven approach to service delivery. Topics include:

• Mapping the customer journey to identify friction and improve outcomes
• Using AI to move from descriptive reporting to predictive and prescriptive insights
• Pairing operational data with resident feedback to uncover problems’ root causes