Lopsided Digital Experience Drive SG Vaccinations But May See Employee Exodus

Image credit: iStockphoto/kimberrywood

Employee and customer experience are now part of the same digital experience strategy. And two separate Qualtrics surveys show that finding the right balance can be a considerable challenge.

In the first survey, “Experience Management for Government,” 41% of surveyed Singapore residents said their digital experience significantly impacted their decisions on getting COVID-19 vaccinations.

Half (52%) of respondents to the study said they are more satisfied when using digital platforms, and two-thirds (68%) said they had increased their use of digital platforms to engage government agencies since the start of the pandemic. Similarly, 60% said they now expect to use digital platforms most of the time when accessing government services.

Even the older population sees it as a necessity. More than half of the respondents (53%) aged 60 years and above said they now expect to use digital platforms when accessing government services, compared to 14% who said they would rarely use them.

“Following two years of rapid digital transformation, residents have high expectations from service providers. This requires a shift in how government agencies manage their programs, with a critical need to rapidly uncover opportunities to deliver better resident outcomes and take immediate action to improve the services being delivered,” said Phillip Bland, industry advisor for public sector solution strategy at Qualtrics.

“We are already seeing some government agencies make progress in these new environments, and it will ultimately lead to better outcomes for all involved - from greater trust through to a rise in inclusive citizen access to programs and initiatives,” he added.

While the Singapore government is doing well in customer-facing digital experience, inward-looking employee experience may need a rethink.

Separate findings from Qualtrics’ “2022 Employee Experience Trends” report found that around half of the public sector workers in Singapore (49%) could look to switch jobs this year.

More than a third of respondents (36%) said they would look for a new job if they were asked to go back to the office full-time while being able to do meaningful work, good learning opportunities, brand reputation, and the opportunity to work with great people were the top reasons people would apply for a job in the public sector.

“Competition for new talent is rising, and in the public sector candidates and employees are also all residents. It’s therefore especially vital that the public sector gets the experience right for both candidates and employees, especially as we know negative experiences can have knock-on consequences. By understanding and delivering the types of experiences people want at work, government agencies will be in a stronger position to attract and retain talent,” added Bland.

To help businesses and governments in Singapore deliver new and improved experiences, Qualtrics and SAP recently announced the Centre for XM Innovation in Asia. The Centre, Supported by the Singapore Economic Board of Development, is focused on advancing local and regional experience management capabilities.

Image credit: iStockphoto/kimberrywood