Government | Restoring Trust in Digital Services

Context

The Challenge

Baseline Indicators

The Intervention

The Impact

Context

A government entity had launched multiple digital services, but adoption remained below 40%. Complaints were rising, and leadership lacked insight into the causes of dissatisfaction. Citizens were experiencing inconsistent and fragmented service journeys.

The Challenge

Low adoption of digital services (<40%)

Rising complaint volumes

Limited insight into drivers of dissatisfaction

Leadership lacked visibility into actionable service data

Baseline Indicators

Average resolution time for complaints above target

Fragmented performance metrics across services

Citizen trust and satisfaction scores below benchmark

The Intervention

New Metrics designed and implemented a CX analytics and service assurance framework linking citizen feedback with operational performance. Governance structures and insight-to-action workflows were introduced, and transparency mechanisms were embedded to build trust. Priority service owners were empowered to make data-driven decisions.

The Impact

Within 12 months:

Digital adoption increased significantly

Complaint volumes declined

Average resolution times improved

Leadership gained actionable insights to proactively manage services

Context

A regional financial institution had made strong public commitments to ESG and financial inclusion. However, these efforts were largely confined to reporting and compliance. Underserved customer segments continued to face barriers to access, and ESG initiatives were not clearly linked to growth or customer outcomes. Leadership sought to move ESG from a reputational requirement to a strategic driver of sustainable growth.

The Challenge

ESG positioned primarily as reporting and compliance

Limited access and adoption among underserved segments

Low trust and engagement in complex or opaque financial journeys

No clear linkage between ESG investments and commercial outcomes

Baseline Indicators

Low adoption among priority inclusion segments

Below-average trust and transparency scores

ESG impact measured qualitatively rather than operationally

The Intervention

New Metrics embedded ESG objectives directly into service design and decision-making. We redesigned priority journeys to improve accessibility, transparency, and trust, focusing on moments that disproportionately excluded vulnerable segments. This included:

Simplifying onboarding and service flows
Redesigning communications in clear, customer-friendly language
Embedding trust, fairness, and inclusion metrics into CX dashboards
Aligning ESG, CX, and commercial teams around shared success measures Rather than treating ESG as a parallel stream, it became part of how services were designed, delivered, and measured.

The Impact

Within 12 months:

15–20% increase in adoption among targeted underserved segments

Improvement in trust and transparency scores across redesigned journeys

Clear evidence linking inclusive design to customer growth and retention

Stronger brand credibility supported by measurable, customer-level impact