{
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    "type" : "single",
    "title" : "CX Data in Action Series: Case Study #1 |Digital.gov",
    "description": "CX Data in Action Series: Case Study #1",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/12/07/cx-data-in-action-series-case-study-1/index.json","item" : [
    {"title" :"CX Data in Action Series: Case Study #1","summary" : "It’s not new that agencies are inundated with data, but what data should you collect to improve your agency’s programs and enhance the customer experience? The Department of Labor’s Employee Benefit Security Administration’s (EBSA) has been perfecting their process to collect actionable data for the past 14 years.","date" : "2015-12-07T11:10:18-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"jacqueline-snee" : "Jacqueline Snee","rflagg" : "Rachel Flagg"},"topics" : {
        
            "customer-experience" : "Customer experience",
            "product-and-project-management" : "Product and project management"
            },"branch" : "bc-archive-content-3",
      "filename" :"2015-12-07-cx-data-in-action-series-case-study-1.md",
      
      "filepath" :"news/2015/12/2015-12-07-cx-data-in-action-series-case-study-1.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2015/12/2015-12-07-cx-data-in-action-series-case-study-1.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2015/12/2015-12-07-cx-data-in-action-series-case-study-1.md","slug" : "cx-data-in-action-series-case-study-1","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/12/07/cx-data-in-action-series-case-study-1/","content" :"\u003cp\u003eIt’s not new that agencies are inundated with data, but what data should you collect to improve your agency’s programs and enhance the customer experience? The Department of Labor’s Employee Benefit Security Administration’s (EBSA) has been perfecting their process to collect actionable data for the past 14 years.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/11/600-x-300-Marketing-concept-target-and-Customer-Satisfaction-on-wall-background-maxkabakov-iStock-Thinkstock-453577131.jpg\"\n    alt=\"Marketing concept target and Customer Satisfaction on wall background\"/\u003e\u003cp\u003emaxkabakov, iStock, Thinkstock\u003c/p\u003e\u003c/div\u003e\n\n\n\u003cp\u003eEBSA is a regulatory agency that develops and enforces private sector employee benefit plans, such as 401Ks, traditional pensions, and health care benefit plans. We invited Terri Thomas from EBSA’s Outreach, Education and Assistance (OEA) Program to share her strategy for collecting actionable data in a \u003ca href=\"https://www.youtube.com/watch?v=fI6o7hxSJQw\u0026amp;list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\u0026amp;index=3\"\u003eDigitalGov University webinar\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"gpra-and-customer-satisfaction\"\u003eGPRA and Customer Satisfaction\u003c/h2\u003e\n\u003cp\u003eIn the past, OEA measured such things as timeliness of responses, or amount of money obtained through dispute resolutions, but these distinct data points didn’t provide a full picture of performance, nor did they measure the quality of the services provided.\u003c/p\u003e\n\u003cp\u003eTo solve this problem, the agency decided to establish their customer service satisfaction score as a primary Government Performance Results Act (GPRA) goal for the agency. The GPRA goal helped EBSA move to more qualitative performance measures, particularly for their Benefits Advisors.\u003c/p\u003e\n\u003cp\u003eEBSA’s Benefits Advisors:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHelp participants understand their rights and obtain benefits to which they’re entitled\u003c/li\u003e\n\u003cli\u003eEducate employers and plan officials on legal responsibilities\u003c/li\u003e\n\u003cli\u003eResolve complaints.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEBSA runs an ongoing customer satisfaction survey for their Benefits Advisors program, to measure how well staff interact with the customers who contact them for assistance. The survey explicitly measures several performance attributes, to paint a clear picture of Advisor effectiveness and provide actionable data which they use to make improvements. Over the past 14 years, OEA has improved its customer satisfaction scores by 20 points!\u003c/p\u003e\n\u003ch3 id=\"how-the-questionnaire-works\"\u003eHow the Questionnaire Works\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eConducted by telephone (over 90% of inquiries come in by phone)\u003c/li\u003e\n\u003cli\u003eTimely delivery (within 2 weeks of closing the inquiry)\u003c/li\u003e\n\u003cli\u003e33 questions (one open-ended)\u003c/li\u003e\n\u003cli\u003e1-5 rating scale\u003c/li\u003e\n\u003cli\u003eSurvey measures:\n\u003cul\u003e\n\u003cli\u003eOverall satisfaction\u003c/li\u003e\n\u003cli\u003eCustomer engagement (proprietary)\u003c/li\u003e\n\u003cli\u003ePerformance attributes\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003eSelect participants at random\u003c/li\u003e\n\u003cli\u003eTiming is key – schedule immediately so respondents remember the interaction\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/11/600-x-400-Customer-Survey-Chad-McDermott-iStock-Thinkstock-105094436.jpg\"\n    alt=\"A customer survey\"/\u003e\u003cp\u003eChad McDermott, iStock, Thinkstock\u003c/p\u003e\u003c/div\u003e\n\n\n\u003ch3 id=\"sample-performance-attributes\"\u003eSample Performance Attributes\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eTreats me like a valued customer\u003c/li\u003e\n\u003cli\u003eInformation is clear/easy to understand\u003c/li\u003e\n\u003cli\u003eDoes their best to help me out\u003c/li\u003e\n\u003cli\u003eThoroughly answered all of my questions\u003c/li\u003e\n\u003cli\u003eProactive in addressing my question/issue\u003c/li\u003e\n\u003cli\u003eWould want to work with the Benefits Advisor again\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"data-analysis-and-reporting\"\u003eData Analysis and Reporting\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eContinuous monitoring every two weeks\u003c/li\u003e\n\u003cli\u003eStatistical sampling\u003c/li\u003e\n\u003cli\u003eQuarterly reporting at agency and office levels\u003c/li\u003e\n\u003cli\u003eReports combine survey data with production data\u003c/li\u003e\n\u003cli\u003eReceive end of fiscal year detailed report\u003c/li\u003e\n\u003cli\u003eOngoing support to use survey data to enhance performance\u003c/li\u003e\n\u003cli\u003eIndividualized training offered to help each person to address specific issues\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"tips-to-gather-actionable-data\"\u003eTips to Gather Actionable Data\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003eAccountability\u003c/strong\u003e—Have a system (such as the GPRA) that holds people accountable for execution and follow-through.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eCollaboration\u003c/strong\u003e-Be transparent; share best practices and information across the organization. Ask for and be willing to accept feedback to enhance surveys and other data collection efforts.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eTraining\u003c/strong\u003e-Tailor training to meet the needs of individual employees, particularly when addressing survey findings, so you can monitor whether performance on certain activities improves.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eRefine Over Time\u003c/strong\u003e-Use results from prior years to improve the next year’s survey.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eBe Specific\u003c/strong\u003e-Drop all questions that are “nice to have.” Only ask questions that give you actionable data.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWatch the webinar to hear Terri’s full presentation.\u003c/p\u003e\n\u003cp\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 the Community page\u003c/a\u003e, and \u003ca href=\"https://www.youtube.com/playlist?list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\"\u003eviewing our playlist\u003c/a\u003e of on-demand training videos.\u003c/p\u003e\n"}
  ]
}