Governments must modernize citizen interactions to match digital experiences offered by consumer brands. Citizens expect personalization, convenience, and seamless service across channels, especially after the pandemic accelerated digital transformation. Challenges include fragmented systems, high service demand, and staff strain. By digitizing workflows, leveraging data, and enabling self-service, governments can improve efficiency, staff morale, and trust. Examples show digital forms reducing turnaround times by 95% and saving costs. Adopting cloud-first, citizen-centered communication strategies helps agencies deliver faster, smarter, and more human-centered services.

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