In today’s fast-paced digital world, trust between citizens and their government has never been more critical. It’s the bedrock upon which successful public services are built, yet it’s also something that can be fragile and challenging to maintain.
For Simon Collinson, Area Vice President of Public Sector at Salesforce, trust isn’t just a buzzword - it’s the foundation for creating lasting change in government services. With over 30 years of experience in technology and almost a decade at Salesforce, Collinson has seen first-hand the importance of trust, both in his work and personal life.
“The foundation of lasting change is trust,” Collinson explains. “When people trust the institutions that are there to support and protect them, the ability for government to get things done and for people to engage creates a virtuous cycle.”
This is particularly relevant when looking at data from the Boston Consulting Group (BCG) Digital Government Citizen Survey, where 87% of respondents said that positive customer experiences with digital government services increased their trust in government. This highlights the direct link between the quality of services provided and the level of trust citizens have in their governments.
For Collinson, one of the most effective ways to build trust in the modern world is through technology - particularly through what he refers to as “contextual engagement.” This is about creating services where citizens feel understood and valued, with seamless interactions that don’t require them to repeatedly provide the same information.
“Government’s challenge is making citizens feel seen and heard,” Collinson says. “If data is well-managed and secure, and citizens aren’t forced to explain their circumstances every time they access a service, that builds trust.”
This point is reinforced by the BCG report, which found that 74% of respondents globally experienced issues using digital government services in the last two years. Addressing these frustrations through improved technology can significantly enhance trust. Salesforce has been working with central and local governments to tackle these challenges, helping to create platforms that ensure secure data sharing while maintaining privacy.
One of the most compelling examples of this in action is the work Salesforce has done with Humberside Police. The force, covering nearly 900,000 people, faced a decline in public trust, with one in five calls from victims of crime asking for case updates, straining resources and creating dissatisfaction among vulnerable communities. To address this, Humberside Police introduced an automated engagement system powered by Salesforce, which actively sent updates to victims via emails and texts.
The results were significant: a 61% reduction in phone inquiries related to case updates and the activation of over 7000 automated communication journeys. By streamlining communication, the police force not only alleviated pressure on its resources but also rebuilt trust in its ability to serve and support its citizens.
“The positive impact you can have through better communication is enormous,” Collinson notes. “It’s not just about saving money - it’s about building trust. By communicating better with vulnerable people, we’re fostering a relationship that can leave a lasting legacy.”
One of the key enablers of trust, according to Collinson, is the government’s ability to deliver services quickly and competently. This is where low-code platforms come in. As Collinson points out, “Speed and agility drive trust.”
Governments must be able to respond to citizens’ needs promptly, and platforms like Salesforce’s low-code solutions are making that possible, he says.
The BCG report echoes this sentiment, finding that 75% of respondents expect the quality of digital government services to match that of leading private sector organisations. Salesforce has been able to help governments meet these high expectations by investing in public sector-specific solutions, which enable quicker, more efficient service delivery.
An equally important component of trust is data security. For many civil servants, the responsibility of safeguarding citizen data is a deeply ingrained part of their role. Collinson acknowledges that this custodianship can sometimes create barriers to data sharing between government departments. However, he also points out that a balance can be struck between personalisation and privacy.
“Civil servants see themselves as custodians of citizen data, and that’s not a bad thing,” Collinson says. “But we need to find ways to share data responsibly so that we can provide personalised services without compromising privacy. That’s where technology can really make a difference.”
This is crucial as 34% of respondents globally cited data privacy concerns as a key issue when it comes to trusting the government’s use of AI and digital services. By ensuring that government platforms are secure, agile, and transparent, Salesforce helps to reinforce the trust that is so crucial to effective governance.
As the world becomes increasingly digital, the relationship between citizens and government will continue to evolve. But one thing remains constant: trust is the key to successful governance. Whether through personalised services, secure data handling, or agile service delivery, the public sector must prioritise trust in everything it does.
For Collinson, building and maintaining that trust is central to Salesforce’s mission. “Helping the government build trust is at the heart of what we do,” Collinson concludes. “We want to be a trusted partner that supports public sector organisations in transforming services and delivering real value to citizens.”
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