What is Customer Experience (CX)?

First, the term “citizen” fails to capture the full diversity of those who interact with government services. Many customers are not citizens in the legal sense tourists, expatriates, residents, immigrants, asylum seekers, and others may all rely on government support. These individuals may not hold citizenship status, but they are still entitled to a quality experience when engaging with public services.
A Shift in Mindset: From Recipient to Customer

The International Model for Customer Experience in Government positions CX as a systematic, whole-of-government approach to service transformation that defines how people perceive the brand of the entire government entity, not just an individual service or transaction. It addresses the complete interaction customers have with a public institution, across all channels, services, and touchpoints and how they feel about them.

CX is not confined to a single service, or life moment, or an interface or website

CX spans everything from initial communication and frontline service to digital platforms, to policy clarity, and post-interaction follow-up.

CX in government is about the collective effort to shape a system that serves people well and build public trust, satisfaction, and advocacy.