The Biden administration has made customer experience offered by federal agencies a management imperative. Yet satisfaction scores keep trending down. The Information Technology and Innovation Foundation ITIF, has analyzed the situation and found one thing the government needs to strengthen is how it measures digital services effectiveness. The ITIF’s policy fellow, Eric Egan, joined the Federal Drive with Tom Temin…
Tom Temin: So, how do you measure digital services? Effectiveness? How does industry do it? Is there anything that the government can learn from how the private sector does it?
Eric Egan: As customers of various digital services, we all kind of experience every day when you’re going through a website at a bank and a survey prompts, after you’ve completed some service and you’re able to provide some feedback. And that’s kind of an active capture of customer feedback through a survey method. But best practices also kind of capture passive feedback from customers using digital services. So that could be abandonment rates on pages, and time spent on a particular screen flow, all that kind of valuable data that agencies could gather to understand what’s happening when a federal customer is using their website, both in a passive way, but then also understanding, listening to their feedback directly in terms of what their user experiences is like on a website… Read the full article here.
