Enhancing Federal Customer Experience Strategy
Improving the customer experience with federal services is crucial for efficiency and public satisfaction. This article discusses the need for government services to match private sector standards, highlights key areas for improvement in customer experience functions, and showcases examples of high-impact service providers within the federal government. It emphasizes the importance of streamlining processes, monitoring progress, and making customer experience a priority for agency leadership.
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INTERNAL FOR DISCUSSION PURPOSES ONLY Improving Customer Experience with Federal Services High Impact Service Provider Annual CX Action Plan <INSERT HISP NAME> June 2019
INTERNAL FOR DISCUSSION PURPOSES ONLY 2019 HISP Self-Assessment Summary HISP Annual Maturity Self-Assessment Summary In 200 words or less (placeholder text not to exceed this length is below), summarize the status of CX efforts and opportunities for improvement in each of the core CX functions. This can include initiatives in these spaces you are most proud of, nascent activities you hope to grow, and discussion of challenges that may be preventing you from being able to fully implement activities include in the self-assessment. Measurement: X / 6 Governance: X / 6 Whether seeking a farm loan, Social Security benefits, complying with a workplace audit, or interacting with other services provided by the Federal Government, individuals and businesses expect Government to be efficient and intuitive, just like they experience in interactions with leading private-sector organizations. Yet the 2016 American Consumer Satisfaction Index and the 2017 Forrester Federal Customer Experience Index show that, on average, Federal Government services are ranked last, and lag nine percentage points behind the national average of all industries. Many federal services fail to meet not just the expectations of the public, but also the policy objective they were created for, creating unnecessary hassle and cost for the public and undermining mission effectiveness. A modern, streamlined and responsive customer experience means: raising government-wide customer experience to the average of private sector industries as measured by external organizations; developing indicators for high-impact Federal programs to monitor progress towards excellent customer experience and mature digital services; and providing the structure to ensure customer experience is a focal point for agency leadership. Examples of high impact service providers where improved customer service will impact millions of Americans include Federal Student Aid, Airport Security Screening, Veterans Health Care, Passport Services, Emergency and Disaster Relief, and Medicare. Whether seeking a farm loan, Social Security benefits, complying with a workplace audit, or interacting with other services provided by the Federal Government, individuals and businesses expect Government to be efficient and intuitive, just like they experience in interactions with leading private-sector organizations. Yet the 2016 American Consumer Satisfaction Index and the 2017 Forrester Federal Customer Experience Index show that, on average, Federal Government services are ranked last, and lag nine percentage points behind the national average of all industries. Many federal services fail to meet not just the expectations of the public, but also the policy objective they were created for, creating unnecessary hassle and cost for the public and undermining mission effectiveness. A modern, streamlined and responsive customer experience means: raising government-wide customer experience to the average of private sector industries as measured by external organizations; developing indicators for high-impact Federal programs to monitor progress towards excellent customer experience and mature digital services; and providing the structure to ensure customer experience is a focal point for agency leadership. Examples of high impact service providers where improved customer service will impact millions of Americans include Federal Student Aid, Airport Security Screening, Veterans Health Care, Passport Services, Emergency and Disaster Relief, and Medicare. 2
INTERNAL FOR DISCUSSION PURPOSES ONLY 2019 HISP Self-Assessment Summary Customer Research: X / 6 Organization & Culture: X / 6 Whether seeking a farm loan, Social Security benefits, complying with a workplace audit, or interacting with other services provided by the Federal Government, individuals and businesses expect Government to be efficient and intuitive, just like they experience in interactions with leading private-sector organizations. Yet the 2016 American Consumer Satisfaction Index and the 2017 Forrester Federal Customer Experience Index show that, on average, Federal Government services are ranked last, and lag nine percentage points behind the national average of all industries. Many federal services fail to meet not just the expectations of the public, but also the policy objective they were created for, creating unnecessary hassle and cost for the public and undermining mission effectiveness. A modern, streamlined and responsive customer experience means: raising government-wide customer experience to the average of private sector industries as measured by external organizations; developing indicators for high-impact Federal programs to monitor progress towards excellent customer experience and mature digital services; and providing the structure to ensure customer experience is a focal point for agency leadership. Examples of high impact service providers where improved customer service will impact millions of Americans include Federal Student Aid, Airport Security Screening, Veterans Health Care, Passport Services, Emergency and Disaster Relief, and Medicare. Whether seeking a farm loan, Social Security benefits, complying with a workplace audit, or interacting with other services provided by the Federal Government, individuals and businesses expect Government to be efficient and intuitive, just like they experience in interactions with leading private-sector organizations. Yet the 2016 American Consumer Satisfaction Index and the 2017 Forrester Federal Customer Experience Index show that, on average, Federal Government services are ranked last, and lag nine percentage points behind the national average of all industries. Many federal services fail to meet not just the expectations of the public, but also the policy objective they were created for, creating unnecessary hassle and cost for the public and undermining mission effectiveness. A modern, streamlined and responsive customer experience means: raising government-wide customer experience to the average of private sector industries as measured by external organizations; developing indicators for high-impact Federal programs to monitor progress towards excellent customer experience and mature digital services; and providing the structure to ensure customer experience is a focal point for agency leadership. Examples of high impact service providers where improved customer service will impact millions of Americans include Federal Student Aid, Airport Security Screening, Veterans Health Care, Passport Services, Emergency and Disaster Relief, and Medicare. 3
INTERNAL FOR DISCUSSION PURPOSES ONLY 2019 HISP Self-Assessment Summary Service Design: X / 6 Areas of Focus Reflecting upon our 2019 CX Maturity Self- Assessment, our HISP has decided to focus on raising our maturity in the following areas: Whether seeking a farm loan, Social Security benefits, complying with a workplace audit, or interacting with other services provided by the Federal Government, individuals and businesses expect Government to be efficient and intuitive, just like they experience in interactions with leading private-sector organizations. Yet the 2016 American Consumer Satisfaction Index and the 2017 Forrester Federal Customer Experience Index show that, on average, Federal Government services are ranked last, and lag nine percentage points behind the national average of all industries. Many federal services fail to meet not just the expectations of the public, but also the policy objective they were created for, creating unnecessary hassle and cost for the public and undermining mission effectiveness. A modern, streamlined and responsive customer experience means: raising government-wide customer experience to the average of private sector industries as measured by external organizations; developing indicators for high-impact Federal programs to monitor progress towards excellent customer experience and mature digital services; and providing the structure to ensure customer experience is a focal point for agency leadership. Examples of high impact service providers where improved customer service will impact millions of Americans include Federal Student Aid, Airport Security Screening, Veterans Health Care, Passport Services, Emergency and Disaster Relief, and Medicare. X Measurement Governance X Organization & Culture Customer Research Service Design 4
INTERNAL FOR DISCUSSION PURPOSES ONLY 2019/2020 HISP CX Focus Areas 2019/2020 Actions To support the maturation of your HISP organization in the areas of focus for the remainder of FY19 and through FY20. Connect a description of one of your customer users and their challenge that has inspired you to focus on this specific action. Focus Area 1: Category Name: Stats: Short Biography (what makes them a customer of your HISP?): Goal to be accomplished by September 30th, 2021: Critical Actions and Milestones: What they re trying to do (specific thing(s) they need from your HISP): Other Notes: Frustrations: 5
INTERNAL FOR DISCUSSION PURPOSES ONLY 2019/2020 HISP CX Focus Areas 2019/2020 Actions To support the maturation of your HISP organization in the areas of focus for the remainder of FY19 and through FY20. Connect a description of one of your customer users and their challenge that has inspired you to focus on this specific action. Focus Area 2: Category Name: Stats: Short Biography (what makes them a customer of your HISP?): Goal to be accomplished by September 30th, 2021: Critical Actions and Milestones: What they re trying to do (specific thing(s) they need from your HISP): Other Notes: Frustrations: 6
The following entities are identified as High Impact Service Providers (HISPs) and are subject to the customer experience section of the 2018 A-11 Guidance. Department of Agriculture U.S. Forest Service* Farm Service Agency Natural Resources Conservation Service Department of Labor Occupational Safety & Health Administration Office of Worker Compensation Programs Department of State Bureau of Consular Affairs Department of Commerce U.S. Patent and Trademark Office (Trademarks) U.S. Patent and Trademark Office (Patents) Department of Treasury Internal Revenue Service Department of Education Federal Student Aid Department of Veterans Affairs Veterans Health Administration Veterans Benefits Administration Department of Health & Human Services Centers for Medicare and Medicaid Services (Health Insurance Marketplace) Centers for Medicare & Medicaid Services (Medicare) Department of Homeland Security Transportation Security Administration U.S. Customs and Border Protection Citizenship and Immigration Services Federal Emergency Management Authority Office of Personnel and Management Federal Employment Services Retirement Services Social Security Administration Department of Housing and Urban Development FHA Single Family Loans and Resources Center Small Business Administration Field Operations Department of Interior Office of the Special Trustee for American Indians U.S. Fish and Wildlife Service Interagency Initiative Recreation.gov (U.S. Forest Service, National Park Service, U.S. Fish and Wildlife Service, Bureau of Land Management, Bureau of Reclamation, U.S. Army Corps of Engineers, National Archives) * The Forest Service high impact service subject to submission of data and CX Action Plan is recreation.gov, so there will be one submission for both of these listed entities. Last updated on 11/21/18. 1) SSA HISPs combined due to reorganization; 2) Forest Service and recreation.gov submitting as one HISP 3) Trademarks and Patents submitting as two distinct HISPs 7
