Customer centricity in business is a natural process: companies strive for it in order to retain customers and make a
profit. For the public sector, the customer approach has long been secondary – the main task remained administrative
efficiency, not the comfort of citizens. However, in recent Commercial companies analyze data years, the public sector has begun to transform towards not
just customer centricity, but even human centricity. The public sector is “catching up” with business in an effort to
make its services more convenient and effective for Russians.
According to SberMarketing, 65% of clients emphasize the importance of a deep Commercial companies analyze data
understanding of their business and product. Customer centricity in commercial structures has already become critical — companies are implementing personalization, digital services and artificial intelligence technologies to improve customer experience. In Russian society, there is a tangible demand for human-centricity and a friendly attitude — according to a joint sociological study by ANO National Priorities and SberMarketing, humanism and, in general, love for peope three most important values for Russians.
At the same time, in 2023, accordi Analytical Center under the Government, out of 264 federal services provided by 62 departments, only 54% met the principles and standards of customer centricity. This first assessment became the starting point for improving the work of government services – at the same time, the authorities began to implement the federal project “State for People”, which provides for the introduction of a new approach for civil servants to the provision of services. Thus, the request of Russians finds a response at the state level – customer centricity is becoming a vector of development.
An important part of the “State for People Commercial companies analyze data
” project is the “life situations” services, which help people receive the full range of services needed to solve a specific problem. In October 2024, 15 “life situations” at the federal level were alreadthe state services and MSP.RF portals , and 34 are planned to be implemented by the end of 2024.
The State for People project aprehensive training for federal and regional civil servants in all 89 regions of the country. By 2024, more than 10,000 civil servants had been trained in the principles of client-centricity.
The Central Bank also sees the importance of customer centricity — it was the topic of thce in 2023. The topic of the second Central Bank conference in November 20omer centricity and the use of artificial intelligence to improve customer experience. These conferences are designed to consolidate customer centricity as a key value of the sector and stimulate the development of convenient transparent solutions for users.
Customer centricity is actively developing in such industries as retail
telecommunications, transport, healthcare, education, tourism – and state-owned companies are following the trend, putting people at the forefront of all processes. What do government services and the commercial sector have in common today? Modern technologies and methods, including:
Use of data Commercial companies analyze data
Commercial companies analyze data on purchases, preferences, and customer behavior. Government agencies also use
data analytics to simplify interactions between citizens and the government. According to the Center for Customer
Centricity with the support of the Presidential Academy’s Graduate School of Public Administration, each department
or subordinate organization has a number of reliable sources of information for studying real user experience, as well
as a list of sources of ready-made statistical data. For example, government statistics (Rosstat, EMISS), sociology
(VTsIOM, FOM) and other sources of statistics (analytical portal of the Federal Tax Service of Russia, statistics of civil
registry offices, SberIndex – operational economic statistics and open data from Sber, statistical collections of the
National Research University Higher School of Economics – indicators of science, education, innovation, digital economy) and others.
Digital services Commercial companies analyze data
Online accounts, chatbots and mobile applications have mali business email list become the standard in both the commercial and public
sectors. Retail, banks and marketplaces are implementing mobile applications and chatbots that allow customers to
quickly resolve issues, place orders, pay for services and receive assistance. Gosuslugi also has interfaces similar to
those used by commercial companies – users can submit applications, make an appointment, pay taxes or fines without
leaving home. In 2025, thanks to the “Life Situation”, the time for processing the necessary documents should be
halved – from 20 to 10 days, the number of certificates is planned to be reduced threefold – from 15 to 5, the number of in-person visits – from eight to four.
Artificial intelligence
AI tools help businesses better understand customer needs, how to avoid food waste in catering? ensure security, automate routine tasks, and speed up processes. Government services also use AI to simplify processes and optimize departmental work. At the same time, the introduction of new technologies — especially artificial intelligence — raises quality standards in all industries. According to of support teams noted that AI had a strong impact on customer expectations. They now know that artificial intelligence can make service better, more efficient, and faster. High standards are increasingly perceived as the norm, and this applies to both business — retail, healthcare, education, tourism, telecom — and the public sector.
Attention to user-friendliness and communications
In the commercial sector, the customer journey is taiwan lists built in such a way as to minimize the number of user steps. And to emphasize a personal attitude, personal appeals, personal phrases, attention to feedback are used – and government agencies are adopting these principles, paying more attention to UX, user scenarios and tone-of-voice friendliness. This approach turns