“Government’s interaction with members of the public occurs throughout a person’s life. By focused attention on delivering a great experience for customers – a goal commonly referred to “CX”, short for customer experience – agencies will provide great value for the people they serve. CX thus becomes a strategic imperative in mission delivery, and a foundational element to build public trust in government.”
“In this final post of our series on how agencies can leverage the Technology Modernization Fund (TMF) to improve performance, we discuss the use of the TMF to support improvements in CX — a key goal expressed in OMB’s recent TMF guidance. And in a further reflection of the importance of CX, Congress has embraced the subject in newly introduced bipartisan legislation, the Trust in Public Service Act…”
“In order to optimize improvement from customer feedback in developing TMF and related proposals, agencies focused on great CX must discern when the landscape begins to shift and customers change their expectations. Customer feedback can come from multiple sources, both digital and human. Digital feedback data comes from things a simple as a survey taken at the end of an individual online transaction.”
“Direct human-to-human feedback is extremely valuable and somewhat more complex. For example, the Department of Veterans Affairs produced a video to show the approach it took to transforming the process by which veterans apply for benefits. In this video, a CX manager met a veteran at a Starbuck’s coffee shop and observed how the veteran interacted with a new customer interface page when applying for a benefit. Through this observation and verbal feedback, the manager made the interface simpler and more user-friendly. Both types of feedback can help to pinpoint needed CX improvements…” Read the full article here.
Source: Leveraging the TMF to improve customer experience – By Dan Chenok and Margaret Graves, June 7, 2021. FCW.
