{
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    "content" : "news",
    "type" : "single",
    "title" : "Using Customer Feedback to Improve HealthCare.gov |Digital.gov",
    "description": "Using Customer Feedback to Improve HealthCare.gov",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/09/17/using-customer-feedback-to-improve-healthcare-gov/index.json","item" : [
    {"title" :"Using Customer Feedback to Improve HealthCare.gov","summary" : "We recently polled the Customer Experience Community of Practice (CX-COP) to discover what kinds of training people needed most to improve customer experience at their agency.","date" : "2015-09-17T11:10:00-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"jacqueline-snee" : "Jacqueline Snee"},"topics" : {
        
            "customer-experience" : "Customer experience",
            "information-collection" : "Information collection",
            "product-and-project-management" : "Product and project management"
            },"branch" : "bc-archive-content-3",
      "filename" :"2015-09-17-using-customer-feedback-to-improve-healthcare-gov.md",
      
      "filepath" :"news/2015/09/2015-09-17-using-customer-feedback-to-improve-healthcare-gov.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2015/09/2015-09-17-using-customer-feedback-to-improve-healthcare-gov.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2015/09/2015-09-17-using-customer-feedback-to-improve-healthcare-gov.md","slug" : "using-customer-feedback-to-improve-healthcare-gov","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/09/17/using-customer-feedback-to-improve-healthcare-gov/","content" :"\u003cp\u003eWe recently polled the \u003ca href=\"https://digital.gov/communities/customer-experience/\"\u003eCustomer Experience Community of Practice\u003c/a\u003e (CX-COP) to discover what kinds of training people needed most to improve customer experience at their agency. The most requested topic was measurement: specifically tools, analytics, and how to turn customer data into action.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/06/600-x-257-Customer-Satisfaction-_ba_-iStock-Thinkstock-495869489.jpg\"\n    alt=\"Three Customer Satisfaction buttons for sad, neutral, and happy.\"/\u003e\u003cp\u003eba/iStock/Thinkstock\u003c/p\u003e\u003c/div\u003e\n\n\n\u003cp\u003eTo learn how agencies such as the Department of Health and Human Services use data to inform customer understanding and make program improvements, we invited Jon Booth, Director of Web and New Media at the Center for Medicare and Medicaid Services (CMS), to speak to the CX-COP via a webinar on \u003ca href=\"https://www.youtube.com/watch?v=4ZtfdD5RNac\u0026amp;list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\"\u003eUsing Customer Feedback to Improve HealthCare.gov\u003c/a\u003e. His presentation focused on three key areas:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow customer feedback is key to enhancing HealthCare.gov\u003c/li\u003e\n\u003cli\u003eHow analytics tools play a role in customer understanding\u003c/li\u003e\n\u003cli\u003eStrategies and tools to align multiple internal stakeholders around a common goal\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eIn 2013, CMS re-launched the HealthCare.gov website. The goal of the website is to help people make well-informed decisions when choosing healthcare that works for their particular situation.\u003c/p\u003e\n\u003cp\u003eCMS accomplishes their goals by using a mix of qualitative and quantitative research methods. This enables them to make data driven decisions and continuous website improvements to prioritize resources that will have the greatest impact on consumer experiences.\u003c/p\u003e\n\u003ch2 id=\"qualitative-feedbackvoice-of-customer-is-key\"\u003eQualitative Feedback—Voice of Customer is Key\u003c/h2\u003e\n\u003cp\u003eSince it first launched, HealthCare.gov has had a “voice of the customer” tool which allows them to collect customer feedback from across the site at the page level. This feedback is used to improve content quality and address information gaps. Other methods used to gather feedback:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eUsability tests (wireframes and prototypes)\u003c/li\u003e\n\u003cli\u003eEnrollment/post enrollment surveys\u003c/li\u003e\n\u003cli\u003eFirst-click tests\u003c/li\u003e\n\u003cli\u003eIndividual interviews\u003c/li\u003e\n\u003cli\u003eFocus groups\u003c/li\u003e\n\u003cli\u003eCard sort tests\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/09/600-x-380-Clean-and-color-speech-balloons-with-simbols-danteddt-iStock-thinkstock-469163369.jpg\"\n    alt=\"Clean and color speech balloons with question, information, and chat symbols.\"/\u003e\u003cp\u003edanteddt/iStock/Thinkstock\u003c/p\u003e\u003c/div\u003e\n\n\n\u003cp\u003eSome tips to prioritize qualitative feedback and receive actionable data:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAsk the right question\n\u003cul\u003e\n\u003cli\u003eIf you ask for only negative responses, that will help identify pages that fail to meet users’ needs.\u003c/li\u003e\n\u003cli\u003eGive users an opportunity to isolate comment types to associate feedback with specific issues (e.g., provide a list of the most common issues to categorize problems.)\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003eWhen analyzing feedback, visually display comments so key themes are easy to spot. (For example, Jon shared a word cloud.)\u003c/li\u003e\n\u003cli\u003eDevelop a “Pain Index.” This allows you to:\n\u003cul\u003e\n\u003cli\u003eIdentify pages with the most negative comments.\u003c/li\u003e\n\u003cli\u003ePrioritize your workload. Where is the worst experience happening for your users?\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"quantitative-feedbackanalytics-tools-assist-in-customer-understanding\"\u003eQuantitative Feedback—Analytics Tools Assist in Customer Understanding\u003c/h2\u003e\n\u003cp\u003eBooth and his team use a suite of analytics and testing tools to collect quantitative data which gives a 360-degree view of the website.\u003c/p\u003e\n\u003cp\u003eCollectively, these tools allow them to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCollect “traditional” Web analytics (page views, unique users, returning users, paths through website, and ad clicks)\u003c/li\u003e\n\u003cli\u003eMeasure site performance and how long it takes for people to complete transactions\u003c/li\u003e\n\u003cli\u003eCollect “events” or customer journeys, following where people go and what they click on\u003c/li\u003e\n\u003cli\u003eMeasure real-time website traffic\u003c/li\u003e\n\u003cli\u003eImprove completion rates\u003c/li\u003e\n\u003cli\u003eImplement a tag management system\u003c/li\u003e\n\u003cli\u003ePerform A/B testing\u003c/li\u003e\n\u003cli\u003eBuild a dashboard integrating multiple data sources\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“One thing I love about working on the Web is that things are always changing. You always need to be looking out 6, 9, 12 months ahead to plan how you will handle the future,” Booth said.\u003c/p\u003e\n\u003cp\u003eCustomer feedback from a variety of tools is reviewed daily by the content team, to make sure user pain points are fixed in real time.\u003c/p\u003e\n\u003ch2 id=\"multiple-stakeholders-come-together-for-a-common-goal\"\u003eMultiple Stakeholders Come Together for a Common Goal\u003c/h2\u003e\n\u003cp\u003eHealthCare.gov is supported by a matrix team. These contractors and federal employees have expertise in:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDesign\u003c/li\u003e\n\u003cli\u003eData analytics\u003c/li\u003e\n\u003cli\u003eUsability testing\u003c/li\u003e\n\u003cli\u003eContent development\u003c/li\u003e\n\u003cli\u003eResearch\u003c/li\u003e\n\u003cli\u003eMarketing\u003c/li\u003e\n\u003cli\u003eEditing\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBased on analysis and user feedback, Booth engaged multiple design teams within CMS to develop \u003ca href=\"http://styleguide.healthcare.gov/\"\u003eStyleguide.HealthCare.gov\u003c/a\u003e, which defines the common design framework to be used across all HHS websites. You can find images, style sheets, fonts and much more.\u003c/p\u003e\n\u003cp\u003eTo hear Booth’s presentation and learn about the specific analytics tools used by Jon and his team you can \u003ca href=\"https://www.youtube.com/watch?v=4ZtfdD5RNac\u0026amp;list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\"\u003ewatch the webinar recap video\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eKeep up with all that’s happening in government customer experience by \u003ca href=\"https://digital.gov/communities/customer-experience/\"\u003ejoining the CX-COP\u003c/a\u003e (U.S. government (.gov, .mil, etc.) email address required), \u003ca href=\"https://digital.gov/communities/customer-experience/\"\u003evisiting\u003c/a\u003e the Community page and \u003ca href=\"https://www.youtube.com/playlist?list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\"\u003eviewing our playlist of on-demand training videos\u003c/a\u003e.\u003c/em\u003e\u003c/p\u003e\n"}
  ]
}