CX Shift: AI Transforms the Customer Experience in the Swiss Public Sector

Customer experience is becoming a strategic factor for success in the Swiss public sector and is emerging as a key management principle

Swiss government agencies and organizations are undergoing a profound transformation: the customer experience (CX) is evolving from a mere digitization challenge to a strategic management principle. Artificial intelligence (AI) enables the delivery of more efficient and intelligent services—while demands for trust, inclusion, empathy, and digital sovereignty continue to grow. It is not technology alone that is decisive, but the interplay between integrated processes, the intelligent use of technology, and human interaction. To this end, ServiceNow, in collaboration with YouGov, an international market research and opinion polling institute based in Zurich, and Momentum Strategists, a strategic communications and public affairs consulting firm, has conducted interviews with digital transformation leaders from a major Swiss municipal administration, the Canton of Zug, and the Swiss Federal Railways (SBB) . Public expectations are changing. Citizens are accustomed to simple, fast, and transparent digital services in their daily lives, and they carry these expectations over to government agencies. The focus is therefore no longer on the digitization of individual processes, but on how a service is perceived throughout the customer journey. The customer experience thus becomes a strategic performance promise: a public service must operate in a simple, accessible, and as natural a manner as possible—ideally so that the administration operates in the background and unnecessary interactions are avoided. This also shifts the priorities of digitization projects. It is no longer just technical feasibility or the digitization of existing processes that are decisive, but increasingly the concrete added value for users. A focus on user needs thus becomes an important criterion for investments.

AI: Balancing Efficiency and a New Service Experience

AI is accelerating this evolution. Interviews with representatives from the Swiss public sector highlight a dual role: AI increases productivity and efficiency while opening up new possibilities for the customer experience. Automation, the efficient use of resources, and cost control play a central role, particularly in operational areas. Clear business case analyses and scalability are essential prerequisites for any investment. At the same time, AI goes beyond the automation of simple work steps. Conversational interactions, contextual information, and assistance systems enable more personalized support for users. The focus is thus shifting from standalone applications to integrated solutions that support all processes and customer journeys.

Not “digital instead of human,” but the best of both worlds

Given these new possibilities, the question arises: What is the appropriate level of automation—and in which areas do humans remain indispensable? Interviews conducted by ServiceNow in collaboration with YouGov and Momentum Strategists with digital transformation leaders from a major Swiss municipal administration, the canton of Zug, and the Swiss Federal Railways (SBB) reveal a clear trend: standardized requests should be digitized as systematically as possible. For complex, sensitive requests, or those requiring in-depth support, personal contact remains crucial.

“AI handles standard tasks and lightens the load on employees. But for complex issues, people still want to speak with a human representative

confirms Pascal Egger, Product Owner at the IT and Organization Department of the Canton of Zug. The focus is therefore on the intelligent orchestration of channels. Bots can answer simple questions and enable self-service; but as complexity increases, a smooth transition to personalized advice must be possible. Technology thus frees up time for human resources where empathy, experience, and personalized advice are needed.

Inclusion and empathy remain essential

Public services must be accessible to all segments of the population. A good customer experience must therefore take into account the diversity of needs. Alternative access methods, understandable language, accessibility, and personalized support remain essential.

“In the future, chatbots and voice bots will handle simple, standard requests. In the case of complex requests or at the customer’s request, the transition to a personal agent at the contact center will be seamless—a key selling point (USP) for SBB, even in the digital world”

emphasizes Edwin Imsand, Head of Development, Strategy, and Digitalization at SBB. Digital transformation is therefore not limited to a mere efficiency program but can also strengthen participation and equal opportunity. The customer experience (CX) in the public sector must adapt to different life situations and diverse needs.

The biggest obstacle isn’t technology

One of the key findings of the “CX Shift” is that the main obstacles are often structural in nature. Federal jurisdictions, fragmented IT environments, differing organizational cultures, and specialized applications complicate the implementation of consistent processes. For citizens, however, these boundaries are largely irrelevant. They expect to receive a centralized service, regardless of which government agency is involved behind the scenes.

“The biggest challenge is finding a common language among more than 50 government agencies and strengthening government-wide collaboration”

“Reconciling different cultures and ways of working is a major challenge—but that is precisely where a great opportunity lies,” says Pascal Egger, Product Owner at the IT and Organization Department of the Canton of Zug. An end-to-end approach, integration, and interoperability thus become essential prerequisites for a better customer experience. Technology alone is not enough: new forms of collaboration, clear responsibilities, and a shared understanding across organizational boundaries are also required.

Trust and Digital Sovereignty

With the growing importance of AI, trust becomes even more critical. Citizens must be able to understand how systems arrive at their results, how data is used, and who is responsible for decisions. Transparency, data protection, traceability, and accountability are therefore becoming central elements of a positive customer experience. At the same time, public agencies must ensure their digital sovereignty. Governance thus becomes an integral part of digital transformation. Data protection, regulatory requirements, and ethical guidelines create the necessary framework for the responsible use of AI

The “CX Shift” is more than just a digital issue

“The customer experience is becoming a strategic factor for success in the Swiss public sector. AI contributes to this not only as a driver of efficiency and cost reduction, but also as a catalyst for new, dialogue-based, and personalized service experiences,” explains Peter Huber, Chief Commercial Officer at ServiceNow and Head of the Public Sector. The true “CX Shift,” however, is less technological in nature than it is structural and cultural. A successful customer experience arises where integrated processes, intelligent technology, and human interaction come together—and where inclusion, empathy, and trust are built in from the start. Expectations regarding public service are thus undergoing a fundamental shift: government must become more digital and efficient, without losing its human touch or leaving people facing complex situations to fend for themselves. Technology must provide support without relinquishing control over data, decisions, and one’s own digital future. The “CX Shift” thus embodies a reorientation of public service in the age of AI: fewer hurdles for citizens, security, intelligent support for employees, and a government that is there exactly when you need it. Click here to view the study.