Presented by Salesforce & Carahsoft
Citizens often experience government through a series of disconnected steps. They apply for a benefit, wait for a response, receive a notice, submit more information and wonder where things stand. Jeff Scofield, Director of Solution Engineering at Salesforce, says unified data and AI can help agencies make those journeys more seamless and proactive.
In this Innovation in Government segment from the GovExperience Summit, Scofield starts with the idea of unified data. For him, it means understanding who agencies are serving and connecting the different systems people interact with, even when they do not realize they are interacting with multiple systems. By stitching profiles and identities together, agencies can help people experience government as more consistent and connected.
That is a significant challenge because government programs often operate across separate systems, offices and data environments. A citizen may not care which database, program office or workflow is involved. They care whether the service works, whether the information is clear and whether the experience makes sense.
A major theme in the segment is the shift from reactive to proactive communication. Many government journeys involve waiting and uncertainty. Applying for a grant, qualifying for benefits or pursuing a government job can include multiple steps after intake. Scofield says that middle part of the journey is where agencies can use data to personalize communications before citizens have to ask.
As timelines change, data updates or preferences shift, agencies can adjust the message, tone, language and channel. Email may work in some cases, while text messages may be more timely in others. The point is to communicate in ways that match the person’s needs and the moment in the journey.
Scofield also discusses AI agents and natural language interaction. He says AI can help answer questions, direct people, triage issues and resolve needs through conversational experiences. But he also stresses that humans must remain in the loop. AI should escalate issues to the right people at the right time and free public servants to focus on more strategic work.
That balance is important. Agencies should not use AI to remove human support from complex or sensitive situations. Instead, AI can handle routine questions, surface relevant information and support faster routing so that employees can spend more time where their judgment and expertise matter most.
Scofield’s segment points to a government experience that is less fragmented and less reactive. Unified data gives agencies a better understanding of the people they serve. AI helps interpret and act on that data. Proactive communication reduces uncertainty. Human oversight keeps the service accountable.
For agencies trying to improve CX, the message is clear: people should not have to repeatedly ask government where things stand. When agencies use data well, they can anticipate needs, communicate earlier and deliver services that feel more personal, timely and connected.
Key Takeaways