International Foundation for Customer Experience in Government

At the Department of Social Development in New Brunswick, Valerie Kelly, is rethinking how case and care management services are delivered, shifting from siloed, paper-based processes to an integrated, human-centered digital model. The real challenge wasn’t technology, but mindset and legacy ways of working. By breaking down silos and redesigning services through co-design and iterative delivery, the team created more connected, responsive, and proactive support for citizens and staff. Key improvements include: • Online applications for key social support programs • Digital portals connecting community partners in foster care and adoption • Faster, streamlined service processing • Real-time dashboards for early intervention This transformation reflects a broader move toward Total Experience in government, aligning policy, process, technology, and people around outcomes that matter. As Valerie Kelly notes, “success in GovCX depends not just on technology, but on empathy, communication, and persistence.” Read the full case study to learn more: https://lnkd.in/e_YdeYuk

In the second part of our dual GovCX Trailblazer feature from the Department of Social Development, we spotlight Valerie Kelly, a leader helping reshape how government supports some of its most vulnerable citizens. As Director of Digital Transformation in the Department of Social Development, Government of New Brunswick, Canada, Valerie is leading efforts to rebuild trust and improve outcomes across public services; making them more compassionate, coordinated, and human-centred. Driven by a deep commitment to both citizens and frontline staff, she is advancing a vision of government where services are simpler to navigate, better integrated, and designed around people’s real needs. In this Trailblazer feature, Valerie reflects on what sparked her commitment to customer experience, the organizational barriers that continue to challenge transformation, and her vision for a future where public services are proactive, seamless, and deeply responsive. Valerie’s leadership offers a powerful example of how GovCX can strengthen trust and create lasting public value. Read the full article: https://lnkd.in/ezyk4Hpp Stay tuned to learn how Valerie has led a major digital transformation in Social Development; simplifying access to essential supports, improving care coordination, and using digital tools to deliver more proactive, responsive services for vulnerable citizens.

As governments accelerate digital transformation and AI adoption, questions of digital sovereignty, resilience, and public trust are becoming increasingly critical. Join GovCX Foundation for a live webinar with Louise Thomasen: Digital Sovereignty and Resilience in a Volatile World The session will explore: • Technological dependency and public sector resilience • AI governance, transparency, and trust • Data sovereignty and democratic values • Lessons from Denmark, Estonia, and other leading digital governments 📅 Monday, June 1, 2026 🕚 11:00 AM EDT / 5:00 PM CET 📍 Online via Zoom Register here: https://lnkd.in/eJibTSt8 #GovCX #DigitalGovernment #DigitalTransformation #AI #PublicSectorInnovation #CustomerExperience #DigitalSovereignty

Human-centred design is key to improving public services, and journey mapping is one of the most powerful tools to achieve it. In one transformation project, a director general noted: “After 30 years here, this is the first time I’ve seen our service like this.” That insight came from mapping the full investor journey. By visualizing every touchpoint, emotion, and pain point, journey mapping often reveals issues that traditional analysis misses unclear information, unnecessary steps, and subtle barriers that shape decisions. Key takeaways: - The detail matters: avoid oversimplifying or “black boxes” - Capture real experiences, including breakdowns, not just ideal paths - Clear “what’s next” guidance reduces user uncertainty - End-to-end visibility leads to better problem definition and solutions It’s easy to rush into solutions, but understanding the full journey leads to more meaningful impact. Read the full article to explore more insights https://lnkd.in/eRPG534F

Glad to introduce our speakers for April’s webinar ✨ From Services to Experiences The Future of Government CX Featuring Dr. Ola Khalid AlZawati & Dr. Dina Faidi A live Arabic conversation on how governments are moving beyond service delivery to design meaningful, end-to-end experiences that better meet people’s needs. Explore key CX trends: human-centered design, cross-channel integration, and measuring outcomes that matter. 📅 April 27 | ⏰ 9 AM EST 🎟️ Rigester here: https://lnkd.in/eTRUkk2Z من الخدمة إلى التجربة الكاملة✨ مستقبل تجربة المتعاملين في القطاع العام حوار مباشر باللغة العربية حول انتقال الحكومات من تقديم الخدمات إلى تصميم تجارب متكاملة وذات معنى تلبي احتياجات الناس بشكل أفضل. نتناول أبرز التوجهات: التصميم المرتكز على الإنسان، تكامل القنوات، وقياس الأثر الحقيقي على المتعاملين. مع د. علا الزواتي ود. دينا فيضي 📅 27 أبريل | ⏰ 9:00 ص (EST) رابط التسجيل: https://lnkd.in/eTRUkk2Z

At the Department of Social Development in New Brunswick, Wendy MacDermott is transforming the citizen experience of applying for social support services. The starting point was simple: the application journey itself was not designed for the people who needed it most. Until recently, accessing these services required phone calls during working hours; creating barriers for vulnerable groups. But the real challenge wasn’t technology, it was mindset. By questioning long-standing assumptions (e.g., mandatory addresses, signatures, and complex requirements), Wendy’s team redesigned how people apply for and access support. Through co-design, user feedback, and partnerships, they introduced simpler, more inclusive digital applications; removing barriers such as requiring an address to complete an application. The results speak clearly: • 95%+ of applications for social support services are now submitted online • 98% would recommend the experience • 75% found it easy to complete Beyond digitization, this work reflects a deeper shift toward Total Experience; aligning policy, process, technology, and culture around people. “Start small, but start.” - A reminder that meaningful transformation begins by redesigning the service journey—not just digitizing it. Read the full article: https://lnkd.in/eN6UGmHe

Our first dual Trailblazer feature from the Department of Social Development, showcasing two exceptional GovCx leaders who both are reshaping public services in New Brunswick: Wendy MacDermott and Valerie Kelly Wendy MacDermott serves as Chief Experience Officer at the Department of Social Development, where she leads CX transformation efforts focused on making services simpler, more responsive, and more human. With a background rooted in the community sector, Wendy brings a deep understanding of how government services are experienced; particularly during moments of crisis; where processes can unintentionally add to people’s challenges. Through her work, she is advancing a shift toward radical simplicity, applying the KISS principle not only in design, but as a broader cultural mindset within government. In this Trailblazer feature, Wendy reflects on the need to move beyond risk-driven complexity toward co-creation, the importance of building a learning culture grounded in trust and experimentation, and why the future of public services in New Brunswick lies in Total Experience—bringing together citizens, employees, and partners in shared transformation. Read the full article: https://lnkd.in/eidVNZhV Stay tuned to learn more about how Wendy is simplifying access to social support services and advancing more human-centred government experiences across the public sector, and for part two featuring Valerie Kelly.

Leadership in the Digital Age That Leaves No One Behind There’s a lot of noise right now about AI. Yet much of what governments struggle with isn’t new or technical. We’re still facing deeply human challenges: how we work, how we decide, and who our systems are designed to serve. Tech and AI are tools, not solutions — they can’t fix systems that were never built around people. In this talk, Tamara Srzentić MS MBA shares lessons from building services that aim to include everyone, especially those often left out. It starts with listening, meeting people where they are, and designing with communities, not for them. Real transformation doesn’t come from one leader. It requires humility, psychological safety, and teams working across disciplines toward a shared purpose. At its core, this work isn’t technical; it’s human. It’s about trust, culture, and enabling people inside systems to work differently. We’re very excited to this session. Register here: https://lnkd.in/eTRUkk2Z

Across the United Kingdom and Germany, Martin Jordan has helped governments strengthen service delivery by advancing cross-government service quality standards. Rather than focusing solely on individual projects, his work has emphasized building the structures, capabilities, and communities that enable consistent, user-centred services across institutions. Through initiatives such as national service standards, civil service training programs, and peer review mechanisms across agencies, these efforts have helped thousands of public servants design and improve services based on real user needs. As Martin notes, “Government standards can only be as impactful as the networks of civil servants that carry them forward.” The case study highlights an important lesson: improving government services at scale requires more than innovation; it requires shared standards, long-term capacity building, and strong communities of practice that sustain change across the system. Read the full case study: https://lnkd.in/eEJ-uhxi

A quick update: our March speaker session is now happening in April. Sometimes good things take a little more time, and we’re looking forward to an even more meaningful session with Tamara Srzentić MS MBA. Save the date and time! This upcoming session will provide valuable insights and practical ideas for professionals interested in the evolving landscape of customer experience in government. There is no doubt that Tamara brings extensive experience and thoughtful perspectives that will contribute to a meaningful and engaging discussion. 📌 Register Here: https://lnkd.in/eTRUkk2Z