Understanding the Terminology Around Citizen Service Delivery Technology

Black Salmon/Shutterstock.com

The terminology surrounding these new tools can be confusing and misused

Today’s citizen expects the government to provide easy access to essential services. Whether they’re on a website for Social Security benefits or calling a citizen engagement center about health insurance, citizens demand the same superior customer service from the government that they receive from commercial companies like Amazon and Zappos.

Technologies that mirror human activity, like chatbots and automated voice systems, are garnering a lot of attention from their promises to transform how agencies deliver self-service tools across multiple channels. Artificial intelligence is also receiving a lot of attention for its ability to harness analytics and use machine-learning to imitate human activities and behaviors.

There has been an increased focus by government to enhance self-service options, like the General Services Administration’s (Artificial Intelligence for Citizen Services, which launched in 2017 for agencies interested in leveraging the capabilities of tools like Amazon Alexa, IBM Watson and Google Assistant.

Unfortunately, the terminology surrounding these new tools can be confusing and misused. Understanding the differences between them is important as it impacts both the citizens’ experience and government agencies navigating the procurement process.

To clear up the confusion, here are how the most-discussed technologies transforming citizen service differ:

Robotics Process Automation

RPA is often used interchangeably with AI, and although originally there were some similarities and overlaps, they are both very different tools. While AI uses complicated processes and machine learning to make human-like decisions, RPA is a scripted, robotic program that automates repetitive, high-frequency business process functions. It does not use “intelligence” to make decisions, but rather is “trained” to run through a detailed set of rules to perform processes. It is designed to free up staff from the high-volume, repeatable and less-complex tasks such as queries, calculations and maintenance of records and transactions—enabling them to focus their efforts on more hands-on, complicated citizen concerns.

Artificial Intelligence

While it can sometimes feel like every new or emerging technologies is labeled as “AI,” artificial intelligence simply uses business rules from multiple data sources to determine the intent of the user and then helps in making decisions. For example, AI can be applied within an intelligent virtual assistant to help a citizen complete a task or resolve an issue. The IVA can ask citizens questions and then, using its AI, appear human-like by making a decision and crafting a response based on the original intent. Ultimately, AI cannot make the decision for the citizen, but it can guide them in making the next best decision.

Bots

A “bot” (short for a robot) is an automated program that can reply to messages in text, emails, or chat sessions to perform routine tasks like discussed with RPA above. Bots can bring value to federal programs as a digital tool for enhancing the citizen experience. Like the IVA, bots also leverage AI technology to help interact with the citizen in new, more efficient ways. Chatbots are often exaggerated as free-standing, self-service tools that need no human support, but like anything utilizing AI, they are only as good as their training and can still require human intervention to achieve the best outcomes.

Cognitive Computing

While AI can’t make a decision for a human, cognitive computing can help the user make a quicker decision. Cognitive computing uses self-learning algorithms like pattern recognition, natural language processing, and mining vast amounts of data to closely mimic how the human brain works. Rather than clicking through a series of buttons over the phone to select the service they want, cognitive computing uses predictive algorithms to pre-determine what the user is trying to do. For example, a cognitive computing system will ask a citizen calling, “Your certification renewal is due in three weeks. Are you calling to renew today?”

By understanding and navigating the confusing technology surrounding citizen services, agencies can ensure they are equipped with the right technology tools to aid the public they serve. Using these technologies, citizens can attain the information they need earlier, and get connected with the right resource when necessary, resulting in a more positive experience.

Andy Beamon is vice president of Digital Solutions for Citizen Services at MAXIMUS Federal.

X
This website uses cookies to enhance user experience and to analyze performance and traffic on our website. We also share information about your use of our site with our social media, advertising and analytics partners. Learn More / Do Not Sell My Personal Information
Accept Cookies
X
Cookie Preferences Cookie List

Do Not Sell My Personal Information

When you visit our website, we store cookies on your browser to collect information. The information collected might relate to you, your preferences or your device, and is mostly used to make the site work as you expect it to and to provide a more personalized web experience. However, you can choose not to allow certain types of cookies, which may impact your experience of the site and the services we are able to offer. Click on the different category headings to find out more and change our default settings according to your preference. You cannot opt-out of our First Party Strictly Necessary Cookies as they are deployed in order to ensure the proper functioning of our website (such as prompting the cookie banner and remembering your settings, to log into your account, to redirect you when you log out, etc.). For more information about the First and Third Party Cookies used please follow this link.

Allow All Cookies

Manage Consent Preferences

Strictly Necessary Cookies - Always Active

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data, Targeting & Social Media Cookies

Under the California Consumer Privacy Act, you have the right to opt-out of the sale of your personal information to third parties. These cookies collect information for analytics and to personalize your experience with targeted ads. You may exercise your right to opt out of the sale of personal information by using this toggle switch. If you opt out we will not be able to offer you personalised ads and will not hand over your personal information to any third parties. Additionally, you may contact our legal department for further clarification about your rights as a California consumer by using this Exercise My Rights link

If you have enabled privacy controls on your browser (such as a plugin), we have to take that as a valid request to opt-out. Therefore we would not be able to track your activity through the web. This may affect our ability to personalize ads according to your preferences.

Targeting cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social media cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

If you want to opt out of all of our lead reports and lists, please submit a privacy request at our Do Not Sell page.

Save Settings
Cookie Preferences Cookie List

Cookie List

A cookie is a small piece of data (text file) that a website – when visited by a user – asks your browser to store on your device in order to remember information about you, such as your language preference or login information. Those cookies are set by us and called first-party cookies. We also use third-party cookies – which are cookies from a domain different than the domain of the website you are visiting – for our advertising and marketing efforts. More specifically, we use cookies and other tracking technologies for the following purposes:

Strictly Necessary Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Functional Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Performance Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Social Media Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Targeting Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.