Talking 5 with Local Public Services Member Jadu
Each month, techUK's Associate Director for Local Public Services, Georgina Maratheftis, interviews a member active in the local government space about their vision for the future of local public services and where digital can make a real difference to people and society. This month we talk to Ambrina Trudgill, Director of Customer Experience at Jadu, about the importance of driving a customer-first digital strategy.
Welcome Ambrina. Firstly, tell me more about you and your current role?
I have always had an interest in both technology and people, so having a role that emcompasses technology to connect people to services is ideal. Through various roles in sales, marketing and customer experience, I’ve been lucky enough to work with a variety of customers in a number of sectors, enhancing my ability to understand the true needs of a customer.
Many of my previous roles have been focused on using the digital space to provide opportunities and enhance services for all. One of my biggest passions is supporting inclusivity. I am fortunate to work for Jadu who truly encompass accessibility through organisational culture, product development and user-centred design.
My role at Jadu covers all aspects of customer experience, championing the customer and understanding their true needs. I’ve been able to better understand how technology enables users to access services and information anytime and anywhere. This has made it possible for people to conduct transactions, learn new skills, and access services online, opening up a world of opportunities. This true technology shift has transformed the user experience and I’m really excited to continue this work - learning more and understanding more and providing enhanced solutions through digital services.
What is the greatest opportunity for local government when it comes to delivering a better digital customer experience?
Digital transformation has made it possible for local government to provide customers with better and easier access to important and sometimes critical services online. By putting the customer first and offering multi-channel flexibility, customers are provided with a more flexible, personalised and convenient experience. This in turn, results in a happier community, reduction in costs for the council, efficiency savings and the streamlining of processes. Financial constraints are making it harder than ever for councils, but the opportunity of technology advancements combined with a user-first approach is still opening up the door to transform the overall customer experience. With the rise of AI and automation combined with real user-testing and feedback, we really do have an amazing opportunity to deliver a customer experience that benefits and is personalised for everyone.
The biggest opportunity though for me is digital inclusion. The level and quality of assistive technology is there, and organisations need to provide the online experience that enables assistive technology to work. We have the opportunity to include everyone in the community to provide access to services online. Why shouldn’t everyone be able to access services online? No one should have to call the council because digital services aren’t accessible to them, they should call because it’s a choice not because they are forced to.
What is your vision for the future of the customer experience local public services and places?
It’s not getting any easier for the local government in particular, including challenges such as increased financial constraints. We all know that we need to work smarter and deliver smarter. The rise of AI and automation is hugely exciting. However, as we know, we need to approach it with caution too. It will become a part of how we deliver digital services online.
By centralising and integrating systems, councils can deliver the amazon-like experience that customers expect. Customers are on the go all the time, and by providing access to important services from anywhere at any time, keeps communities happy and less frustrated! The services local government provide are part of everyday life, and we should make them easy to access, navigate and manage - not make it harder. While the rise of technology is hugely exciting, for me we mustn’t forget the human element. The experience is all about the user after all. We need to continue doing research with the customer, real user testing, capture feedback etc. and by complimenting this with AI and automation - digital transformation and the customer experience could really accelerate!
Georgina Maratheftis
Georgina is techUK’s Associate Director for Local Public Services
Ileana Lupsa
Ileana Lupsa is the Programme Manager for Local Public Services and Nations and Regions, at techUK.
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