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GovCX Maturity Assessment Tool
Understand where you are today, and define where you want to be tomorrow.
About the GovCX Model
Welcome to the International Model for Customer Experience in Government: A Practical Framework for Human-Centred Public Services
Governments around the world increasingly recognize that meaningful improvements in public service delivery require more than front-line fixes. They require a whole-of-system approach. The GovCX framework addresses four persistent challenges that continue to limit excellence in public services:
Misalignment between leadership priorities and service outcomes
Leadership priorities are not consistently translated into measurable improvements in service performance or customer experience.
Service design is not institutionalized as a core government capability
Efforts to redesign services are often ad hoc and project-based, rather than embedded into how the government operates on a daily basis.
Persistent underperformance of digital transformation despite major investment
Despite significant investment, digital initiatives are often technology-led and focused on channels or platforms, without consistently improving end-to-end service experiences.
Frontline insight is not effectively captured or used to improve services
Although frontline staff interact directly with users and observe service failures in real time, there are limited structured mechanisms to systematically capture and use their insights, weakening continuous improvement.
1- Direction
How service improvement is governed, prioritized, and aligned with strategic priorities
2- Design
How services are reimagined and shaped around people’s needs
3- Development
How digital solutions, products, and channels are built in line with human-centred and service-led design principles
4- Delivery
How services are experienced in practice and how real-time customer feedback is captured and fed back into service improvement
+ Results
How outcomes are measured, reported, and used to drive continuous improvement
Together, these dimensions help governments understand why performance varies across organizations and services, and what needs to change to improve it. Whether you are shaping policy, delivering services, or leading transformation, this guide helps you design and deliver services that are more human-centred, effective, efficient, and trusted.
How the GovCX Framework Works
The GovCX Framework works through three integrated components that help public sector organizations understand their customer experience maturity, identify gaps, and take informed action to improve services over time. Together, these components form a connected system that links assessment, practical tools, and real-world learning.
