Since 2007, a major consulting firm has conducted an annual survey on organizations’ “Digital IQ.” In the ten years of organizations grappling with digital transformation, what has been learned? From the report: Focus on the human experience [emphasis in the original]: Rethink how you define and deliver digital initiatives, consider employee and customer interactions at every step of the way, invest in creating a culture of tech innovation and adoption, and much more.
Customer Experience Community Of Practice
Keeping the customer’s needs front and center is important when developing new digital tools. We recently developed a set of user personas as part of our work to establish a more robust—and data informed—understanding of the individuals that engage digitally with the National Archives (NARA). User personas are fictional, but realistic representations of key audience segments that are grounded in research and data. We recently applied customer data from a variety of sources including website analytics and online surveys to inform the creation of eight personas that represent our digital customers: Researchers, Veterans, Genealogists, Educators, History Enthusiasts, Curious Nerds, Museum Visitors, and Government Stakeholders.
DigitalGov University (DGU), the events platform for DigitalGov, provides programming to build and accelerate digital capacity by providing webinars and in-person events highlighting innovations, case studies, tools, and resources. Thanks to your participation, DGU hosted over 90 events with 6,648 attendees from over 100 agencies across federal, tribal, state, and local governments. DGU strives to provide training throughout the year that is useful and relevant to you. One of the most resounding comments from digital managers last year was people wanted to be able to attend all of our classes virtually.
When you want to do a usability test, sometimes you have to step out of your comfort zone and get creative to get the job done. That’s just what happened to us. We’re well practiced at usability testing at USAGov—in person, remote, hallway tests, first-click tests—all of these things we manage without blinking an eye. But this spring, we tried something new. Our office was planning to make some changes to our IVR script.
Have you ever wondered how to measure a customer’s experience? I’ve thought about it, specifically about how to measure the experience with services from government agencies. This is a complex topic because government services can be vastly different from each other. These services range from: issuing fishing and hunting permits, social security benefits, unemployment insurance, job training, business licenses, food inspection, and medical and mental health services to veterans. Honestly, I was overwhelmed.
Have you been hearing the terms “Customer Experience” or “CX” a lot lately? Maybe you’re wondering how they relate to customer service, or maybe you want to learn more about CX and how it can help your customers. Whether you directly interact with customers, support front line employees, or manage program operations, your work has an impact on your agency’s customers. And it’s very important that excellent customer service be at the forefront in the federal government because we impact so many lives.
Customers are not the only group with whom we need to effectively communicate as we work to improve our quality of service. Effective communication between employees and leadership is critical to improving the customer experience. Front line employees interact with the public on a regular basis, and if employees do not have the information they need, or if they are not happy in their work, customers can see that. Here are some tips to improve internal communications.
With the recent launch of the Core Federal Services Council—which seeks to improve the customer experience for core federal programs by ensuring use of customer feedback data and identifying strategies—building on the Feedback USA pilot, the Federal Front Door and other customer experience initiatives, 2016 may in fact be the Year of the Customer. But, how do we ensure these efforts can build momentum and lead to meaningful change in government?
Cross-agency collaboration in the federal government has become a prevalent topic, more widely spoken and written about in the recent past than ever before, thanks, in part, to a bigger-than-ever focus on customer experience as a way of thinking within government. Rising customer expectations, advances in technology, and recommendations from government oversight organizations continue to challenge agencies’ efforts to forge partnerships that benefit citizens and customers. A 2015 report by the Government Accountability Office (GAO) found that some agencies have forged collaborative relationships that work.
Customer experience, or CX, is everywhere these days. Companies tout how they’re improving the customer experience with faster service, greater convenience or better products. If you’re wondering how customer “experience” differs from customer “service,” customer service usually involves a single interaction, such as a phone call to your cable company, while the customer experience encompasses the entire relationship, e.g., from how you originally selected your cable company, to their service throughout the course of your entire relationship with them.
OMB’s Lisa Danzig, who co-leads the Cross Agency Priority (CAP) Customer Service Goal with Carolyn Colvin, from the Social Security Administration, shared a status update on the CAP goal work they’ve done since we last spoke with her, earlier this year. Background When the public comes to the federal government for information and services, they should receive an optimal customer experience. The Customer Service CAP goal spells out specific strategies to help us achieve this.
The new Social and Behavioral Sciences Team (SBST) aims to make government programs more effective and efficient. Amira Choueiki from the SBST joined us to explain what the SBST does, and to discuss some of the projects they’ve worked on. Amira also shared how agencies can propose projects for the SBST to tackle, and explained how social and behavioral sciences, customer experience (CX) and user experience (UX) work together to enhance government products and services.
It’s not new that agencies are inundated with data, but what data should you collect to improve your agency’s programs and enhance the customer experience? The Department of Labor’s Employee Benefit Security Administration’s (EBSA) has been perfecting their process to collect actionable data for the past 14 years. EBSA is a regulatory agency that develops and enforces private sector employee benefit plans, such as 401Ks, traditional pensions, and health care benefit plans.
In honor of World Usability Day, which happened on November 12, we’d like to demystify two extremely important and oft-confusing acronyms—CX and UX. Customer Experience (CX) and User Experience (UX), while related, focus on different aspects of service delivery. The New Landscape We first discussed this issue in the summer of 2014, in our UX vs. CX article, but a lot has changed in this space across government in the past year or so.
We recently polled the Customer Experience Community of Practice (CX-COP) to discover what kinds of training people needed most to improve customer experience at their agency. The most requested topic was measurement: specifically tools, analytics, and how to turn customer data into action. To learn how agencies such as the Department of Health and Human Services use data to inform customer understanding and make program improvements, we invited Jon Booth, Director of Web and New Media at the Center for Medicare and Medicaid Services (CMS), to speak to the CX-COP via a webinar on Using Customer Feedback to Improve HealthCare.
In 1992, Congress passed Public Law No: 102-481, which proclaimed the first full week in October as National Customer Service Week. Customer service is also a Cross-Agency Priority (CAP) Goal, tasking agencies to “deliver world-class customer services to citizens by making it faster and easier for individuals and businesses to complete transactions and have a positive experience with government.” Federal agencies are encouraged to participate in Customer Service Week, to share how you’re working to improve service, and to recognize your agency’s customer service stars.
Cross-Agency Priority (CAP) Goals prioritize activities that all agencies must tackle each year. An important CAP Goal for 2015 addresses customer service and compels federal agencies to improve the quality of service the public receives from the federal government. To build on the momentum of this goal, the government Customer Experience Community of Practice (CX-COP) was launched in early 2015. The CX-COP supports collaboration and sharing among government customer experience practitioners.
Around this month’s Communities Theme, the DigitalGov team thought we’d round up your community rock stars. These are people in your communities who’ve gone above and beyond, who’ve contributed content, organized events, participated in developing toolkits and more. Let’s kick it off with the DigitalGov Summit Sounding Board. DigitalGov Summit Sounding Board For the 2015 DigitalGov Summit we pulled together innovators from across the federal government to guide the programming, promote the CrowdHall (and Summit overall) and help identify speakers.
In June, the new Customer Experience Community of Practice (CX-COP) hosted Jonathan Stahl, Executive Director of Ballpark Operations and Guest Experience of the Washington Nationals, to share best practices on how to deliver a great customer experience. Below are four insights he shared. Develop and Share Core Values The Nationals’ core organizational values are excellence, performance and accountability. The core values are posted prominently wherever employees gather, such as break rooms, on the way to the field, and in offices.
It’s a beautiful day in the DigitalGov neighborhood, and we want you to be our neighbor: no red sweater required. The strength of digital government depends on robust collaboration across agencies, offices, and disciplines. The virtual federal neighborhood collaborates through numerous communities of practice, each of which promotes the open exchange of ideas and resources. Communities have already made a big splash in 2015, and for this month’s DigitalGov theme, we’ll highlight those efforts.