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Story of the Model

Story of the Model

The development of the first issue of the International Model for Customer Experience in Government was a global, multi-year initiative rooted in collaboration, research, and practical insight. Each step was carefully designed to ensure the framework would be both grounded research as well as global dialogue and applicable across diverse government contexts. The following milestones capture how the first issue of the model came to life before its first release in mid-2020:

  • Global Dialogue: The journey started with conversations with CX professionals, public servants, service designers, technologists, and government leaders from across the globe, including Australia, the UK, Estonia, Denmark, Singapore, the USA, Canada, Mexico, South Africa, Libya, Morocco, Jordan, Saudi Arabia, Qatar, and the UAE.

  • Cross-Sector Research: The Foundation explored more than 15 years of academic literature and private sector CX practice to uncover foundational insights that could inform a public sector approach.

  • Global Benchmarking: More than 80 customer experience strategies and frameworks from over 20 countries were reviewed to identify common patterns, innovations, and government-specific needs.

  • Real-World Environments: The Model was piloted over 18 months in collaboration with Abu Dhabi Government, UAE in three different governmental agencies. These pilots validated its practical application, adaptability, and impact on service quality and performance.

  • Finalized with Expert and Academic Review: An international technical committee of CX experts reviewed the final model content and provided feedback before its first release.

The second release of the International Model for Customer Experience in Government builds on extensive real-world application, expert feedback, and emerging global recommendations and technologies. More importantly, after five years of implementation, the model has been refined with proven links to performance outcomes. This release represents a significant step forward, making the model more practical, adaptive, and impactful for governments worldwide.

  • Insights from Implementation: The second release of the International Model for Customer Experience in Government is informed by hundreds of implementations across government entities, both at the agency level and whole-of-government scale. In-depth interviews with delivery teams highlighted what worked in practice and identified areas for refinement and clarification.

  • Feedback from External Assessors: External assessors and consortium members offered independent insights based on their experience evaluating CX maturity across government agencies. Their input helped identify recurring implementation challenges and informed improvements to language, structure, and clarity within the framework.

  • Alignment with Emerging Global Standards: This version also aligns with current international thinking on human-centric government, ethical and inclusive design, human-technology interaction, employee experience. It reflects growing awareness of the role of AI in public services and positions the model at the forefront of public sector innovation.