4Ds+ Framework:
The backbone of the Model, guiding organizations to develop internal capabilities in Direction, Design, Development, and Delivery, while measuring CX Results.
About the Model
Welcome to the International Model for Customer Experience in Government
While the International Model for Customer Experience in Government may be new to you, its underlying principles are already shaping how your customers experience public services. The Model draws attention to persistent challenges such as unclear organizational direction, poor service design, fragmented delivery, and ineffective development that often stand in the way of customer experience excellence in government.
Governments around the world are recognizing that meaningful improvements to customer experience (CX) require more than front-end fixes—they demand whole-of-system change. This cutting-edge, research-backed, and rigorously tested model provides a comprehensive framework built specifically for the public sector. It focuses on four essential dimensions: Direction, Design, Delivery, and Development, supported by critical success factors that enable sustainable progress.
Whether you’re shaping policy, delivering services, or leading transformation, this guide will help you use the Model to design and deliver services that are more human-centric, effective, and trusted.
The Model includes four key components
Knowledge Bank:
Practical worksheets, checklists, and standards that guide teams in applying the Model and fostering collaboration.
Guidelines and Case Studies:
Real-world examples from governments worldwide, offering inspiration and proven strategies for CX excellence.
Digital Assessment Tool:
Evaluate CX maturity, identify strengths and gaps, track progress, and validate results through internal or independent assessment.
