EP 21 - Granicus: Leveraging Subscription Data to Understand Your Customers

When did you last receive an e-mail from a government agency? What about a text message? Was it relevant? Timely? Did it understand who you were and what you needed to know? Did it guide you to the right next step? Did it anticipate your questions and concerns? Answering these questions are a good start to connecting an agency’s subscriber experience with its customer experience.
In this episode of The CX Tipping PointTM Podcast, Martha Dorris spoke to Angy Peterson, the Vice President for the Granicus Experience Group, and Bob Ainsbury, the Chief Product Officer at Granicus. One of the important ways that government can improve the public’s experience is through communications that ensures the public or customers are aware of services offered. GovDelivery, one of the products in the Granicus family, helps governments accomplish that.
With govDelivery, Granicus serves more than 300 million subscribers in over 5,500 federal, state and local government agencies. Listeners will learn from that experience during this podcast in areas such as:

1. How agencies are using govDelivery to communicate with their customers,
2. How the subscriber model and audience segmentation helps agencies proactively communicate targeted messages to their customers, and
3. How agencies can leverage data to which they currently have access.

While many agencies use these tools for synchronous communications and email campaigns, agencies can also use govDelivery to gain greater insights into customer needs and improve the experience of accessing services with proactive messaging to guide customers through complex processes. The real-time data this approach creates is a significant resource in improving the customer experience.

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Resources Mentioned:

• Citizen Services Newsletter