FNN Expert Edition: CX
- Agencies target 5 common 鈥榣ife experiences鈥� to improve customer services in government
- State Department sees online passport renewal as key CX tool amid 鈥榰nprecedented demand鈥�
- Updated VA app gives homeless veterans access to service providers in minutes
- OPM plans to overhaul main website, prioritize customer experience
- Homeland Security undertakes effort to boost its staff of CX experts
Customer experience pervades every
aspect of what the government does 鈥� and
some might argue, why it exists.
What鈥檚 more, it has become profoundly
clear that everyone is a customer. There
are the obvious customers, people across
the nation. But then there are current and
former federal employees, businesses large
and small, the government鈥檚 contracting community, other agencies
and even other nations. Likely, there are more.
The point? Agencies offer services to a host of 鈥渃ustomers,鈥� and
they want to make each interaction 鈥� 鈥渆xperience,鈥� in the current
parlance 鈥� with all of them efficient, effective and fulfilling.
As Labor Department Chief Innovation Officer Chike Aguh put it
quite succinctly: 鈥淭he day someone files for employment insurance
is the worst day of their lives. 鈥� That is the wrong time to give them
a very complicated form and say, 鈥楩igure it out.鈥� 鈥�
Seems unfathomable, right? Not really, because it鈥檚 not that difficult
to see how the government got here. Unlike a private company, a
federal agency often has no competitor for its services. That fact
has created a lag in the evolution of federal CX and digital services
鈥� relative to what businesses and nongovernment organizations
typically provide today and what people now expect.
Agencies are on it now though. The presidential executive order
on customer experience of December 2021 targets the need to
evolve CX and points up the destructive affect that poor service
delivery has on public trust. The EO specifically identifies high
impact service providers (HISP) across government 鈥� agencies with
intense public-facing services.
To meet the expectations of the public, as well as the many other
customers agencies serve, demands a multipronged strategy that
focuses on culture, processes and technology.
Vanessa Roberts
Editor, Custom Content
Federal News Network
Download the full report to learn how to increase the efficiency of your services, build agency reputability, and establish trust among constituents. Featuring insights from CX leaders at Adobe, DocuSign, Granicus, Qualtrics and Salesforce.
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