Investment into digitizing public services is enabling governments to collect a greater number of data points about citizens, their opinions about service quality, and ideas for improvements, all at lower costs than traditional methods. Using these data points to build personalised public services will be the driving force behind the next stage of the transformation of digital public services; covering the infinite combination of interactive touch points between digitally-enabled governments and their citizens, partners, and employees. The challenge facing public administrations will be to orchestrate the adoption of new technologies in conjunction with process and people change to optimise outcomes. Navigating a path to success will depend on having a clear understanding of the citizen journey, the personalization of services, and ensuring citizen consent.