Improving the Customer Experience Journey

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1 Improving the Customer Experience Journey Mary Ann Monroe Director, Contact Center Services Federal Citizen Information Center Office of Citizen Services and Innovative Technologies (OCSIT)

2 Overview OCSIT CX Journey CX Strategy/Goals Results and lessons learned Improving customer experiences using customer feedback & program data Tips for building successful, sustainable CX

3 GSA Mission and Priorities Deliver the best value in real estate, acquisition, and technology services to government and the American people. Deliver better value and savings Serve our partners Make a more sustainable government Lead with innovation Expand opportunities for small business Build a stronger GSA

4 OCSIT Mission Connect Americans with information & services they need ~ anytime, anywhere, through the delivery channel they choose. Provide federal agencies with tools, best practices and services they need to meet the needs & expectations of the people they serve.

5 Overview of OCSIT & 18F

6 Overview of OCSIT & 18F Federal Citizen Information Center USA.gov, GobiernoUSA.gov, Kids.gov USA.gov Contact Center FED-INFO Social media USA.gov & GobiernoUSA.gov blogs, Facebook, Twitter, YouTube, Tumblr, Pinterest Consumer Publications & Citizen Outreach

7 Overview of OCSIT & 18F

8 Overview of OCSIT & 18F Digital Government Gov t Communities of Practice 18F Web, Social, Mobile, Challenges, User Experience, Multilingual, Contact Centers, Open Data Services DigitalGov.gov, DigitalGov University, Digital Analytics Program, DigitalGov Search, Challenge.gov, User Experience Testing, Social Media Terms of Service

9 Overview of OCSIT & 18F

10 Overview of OCSIT & 18F Innovative Technologies Federal Cloud Computing Initiative (FCCI) Federal Risk and Authorization Management Program (FedRAMP) Federal Cloud Credential Exchange (FCCX) Data.gov

11 Why Customer Experience? The public deserves it We re required to provide a high-quality, streamlined customer experience Age of the connected, empowered customer Helps you understand customers needs Better products/services Improves brand recognition, loyalty

13 Building A CX Culture 1. Secured executive buy-in 2. Established a CX Team 3. Defined goals, values, strategy 4. Developed CX Charter 5. Engaged all employees

14 Our Definition of CX Customer perceptions and feelings related to interactions with OCSIT employees, products and services.

15 Goals 1. Analyze current CX environment across organization 2. Measure CX consistently across all programs 3. Build customer-centric culture 4. Use data to improve customer experiences

16 Goal 1 - Analyze Environment Assessed each program to determine: Measurement, Outcomes, Actions Reviewed current feedback mechanisms, processes and data Defined our customers Conducted operational assessments & independent customer satisfaction surveys

17 Goal 2 - Measure CX Established GCXi core questions: Overall experience (satisfaction) Likelihood to return (loyalty) Likelihood to recommend (loyalty) Task completion (transactional only - direct citizen services, websites, contact center) Open ended: Program Strengths/Weaknesses Addtl. questions optional on transactional surveys

18 Goal 2 - Measure CX cont. Conducted office-wide GCXi surveys (websites, services, programs) Pilot All Programs Modeled after Forrester CXi methodology

19 Goal 3 - Build A Customer-Centric Culture Engaged senior leadership; secured buy-in Identified CX champions and team Developed educational training series Engaged employees Shared data/reported results across office Ensured accountability Incorporated CX goals into performance planning

20 Goal 4 - Use Data to Improve Experiences Use GCXi results, other forms of customer feedback and program data to action plan for improvement Set targets for CX improvement Measure progress, outcomes Seek user/customer input early & often

21 Where We re Going: 2015 Align with Cross Agency Priority (CAP) Goal on Customer Service Customer Journey Mapping Drive more consistent branding & service expectations across channels Increase focus on user testing Increase CX focus during customer interactions Continue measurement, refinement of GCXi

22 Where We re Going: 2015 cont. Enhance USA.gov platform Adaptive Content Model, Plain language, UX, API Improve USA.gov Contact Center Customer Relationship Management Cloud solution, integrated platform Share CX case studies Improve UX for DigitalGov community members Save agencies money with our programs/services

23 Key Takeaways Secure executive support Recognize culture change takes time: 1-2 yrs. Deliver clear message about your CX goals Socialize customer focus with all employees Make customer experiences enjoyable, easy, efficient Evaluate CX across channels Use data to inform, plan improvements

26 Contact Information MaryAnn Monroe

27 References & Resources Digitalgov.gov Communities of Practice: Executive Order Streamlining Service Delivery and Improving Customer Service Digital Government Strategy - Building a 21st Century Platform to Better Serve the American People Delivering a Customer-Focused Government Through Smarter IT; U.S. Digital Services Playbook Forrester s Blog for Customer Experience Professionals

U.S. General Services Administration Customer Service Plan

U.S. General Services Administration Customer Service Plan U.S. General s Administration Customer Plan October 24, 2011 1 Executive Summary GSA s mission is to help its customers deliver exceptional results in support of their missions. Our goal is to be a model