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    "title" : "An introduction to customer experience |Digital.gov",
    "description": "An introduction to customer experience",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/resources/an-introduction-to-customer-experience/index.json","item" : [
    {"title" :"An introduction to customer experience","deck" : "Improving customer experience (CX) drives better performance in the federal government","summary" : "Understand what customer experience (CX) is and how to leverage customer feedback and analytics to enhance the public’s experience when interacting with government services.","date" : "2024-06-05T00:00:00Z","date_modified" : "2025-01-27T19:42:55-05:00","topics" : {
        
            "analytics" : "Analytics",
            "customer-experience" : "Customer experience",
            "information-collection" : "Information collection",
            "information-collection" : "Information collection"
            },"branch" : "bc-archive-content-3",
      "filename" :"an-introduction-to-customer-experience.md",
      
      "filepath" :"resources/an-introduction-to-customer-experience.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/resources/an-introduction-to-customer-experience.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/resources/an-introduction-to-customer-experience.md","slug" : "an-introduction-to-customer-experience","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/resources/an-introduction-to-customer-experience/","weight" : "1","content" :"\u003ch2 id=\"what-is-customer-experience\"\u003eWhat is customer experience?\u003c/h2\u003e\n\u003cp\u003eCustomer experience (CX) is a person’s perception of an organization as a total sum of all of their experiences with that organization. For federal agencies, customer experience goes beyond individual transactions, or even a single agency, and encompasses the public\u0026rsquo;s entire journey with government services. This includes everything from finding information to resolving issues. A deliberate \u003ca href=\"https://digital.gov/topics/customer-experience/\"\u003ecustomer experience\u003c/a\u003e strategy is to proactively design systems with the user in mind.\u003c/p\u003e\n\u003cp\u003eWhen the public has positive interactions with a government service, it builds \u003ca href=\"https://digital.gov/topics/trust/\"\u003etrust\u003c/a\u003e in the government as a whole. Furthermore, a strong customer experience focus makes government more effective and efficient, saving both the public and the government time and resources.\u003c/p\u003e\n\u003cp\u003eThe ultimate goal of customer experience in the federal government is to ensure that our services successfully meet the public\u0026rsquo;s needs, leading to better outcomes for individuals, and the nation.\u003c/p\u003e\n\u003ch2 id=\"why-focus-on-customer-experience\"\u003eWhy focus on customer experience?\u003c/h2\u003e\n\u003cp\u003eA recent study showed that customers are on average nine times more likely to trust a government agency if they’re satisfied with its service.\u003csup\u003e\u003ca aria-describedby=\"footnote-label\" href=\"#fn1\" id=\"footnotes-ref1\"\u003e[1]\u003c/a\u003e\u003c/sup\u003e By focusing on the customer\u0026rsquo;s needs and expectations, you can create more user-friendly and efficient processes, provide more timely and helpful support, and deliver better experiences. This can lead to increased public satisfaction, greater trust in government, and improved outcomes for all.\u003c/p\u003e\n\u003cp\u003eEngage in comprehensive customer and user research, both qualitatively and quantitatively, for deeper insights into customer needs and preferences. By proactively identifying pain points and areas for improvement, you can gain a better understanding of user perceptions and align services more closely with customer expectations. This proactive approach enhances customer experience and reduces public burden.\u003c/p\u003e\n\u003ch2 id=\"how-to-start-measuring-customer-experience\"\u003eHow to start measuring customer experience\u003c/h2\u003e\n\u003cp\u003eMeasuring a customer’s experience provides insight on how to improve a digital product or service. Tracking the customer journey involves collecting and analyzing data from various sources to effectively understand customer interactions.\u003c/p\u003e\n\u003cp\u003eHere are some approaches you can use to leverage customer feedback and analytics:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003eUse web analytics\u003c/strong\u003e to track user behavior such as page views and user engagement. Use the \u003ca href=\"https://digital.gov/guides/dap/\"\u003eDigital Analytics Program (DAP)\u003c/a\u003e, a free web analytics tool for all public-facing federal websites, to gather this data.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eCollect feedback\u003c/strong\u003e from various sources to gain a better understanding of how customers interact with your digital product or service. For example, you can use \u003ca href=\"https://touchpoints.digital.gov/\"\u003eTouchpoints\u003c/a\u003e, a free tool designed to collect customer feedback and manage customer experience initiatives, to simplify the process of collecting and reporting customer feedback.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eConduct usability tests\u003c/strong\u003e with users to identify customer pain points.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAnalyze the data and information\u003c/strong\u003e to identify areas that should be improved.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eIterate\u003c/strong\u003e to continuously improve and enhance customer experience.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"what-can-i-do-next\"\u003eWhat can I do next?\u003c/h2\u003e\n\u003cp\u003eIf you manage a federal website, be sure you understand \u003ca href=\"https://www.whitehouse.gov/briefing-room/presidential-actions/2021/12/13/executive-order-on-transforming-federal-customer-experience-and-service-delivery-to-rebuild-trust-in-government/\"\u003ethe requirements for transforming federal customer experience and service delivery\u003c/a\u003e to rebuild trust in government. Also, learn how to use and optimize the Digital Analytics Program and Touchpoints.\u003c/p\u003e\n\u003cp\u003eFor example, at GSA, the agency’s Digital Presence Guidelines state, “All GSA public-facing websites must participate in the federal Digital Analytics Program by including the DAP tracking code on your website. All GSA public-facing websites should review site usage and search metrics at least monthly, and use the data to make informed decisions on how to continuously improve your site and exceed customer expectations. In addition to DAP, GSA sites have access to the free standard version of Google Analytics. GSA program offices should use this version of Google Analytics on your external and internal websites, if you need data capabilities above and beyond what DAP offers.”\u003c/p\u003e\n\u003cdiv class=\"dg-footnote\"\u003e\n\u003ch3 class=\"dg-footnote__heading\" id=\"footnote-label\"\u003eFootnotes\u003c/h3\u003e\n\u003col class=\"dg-footnote__list\"\u003e\n\u003cli class=\"dg-footnote__list-item\" id=\"fn1\"\u003e\nThe global case for customer experience in government (Public Sector Practice, Rep.). D’Emidio, T., Greenberg, S., Heidenreich, K., Klier, J., Wagner, J., \u0026 Weber, T. McKinsey \u0026 Company (2019). \u003ca href=\"https://www.mckinsey.com/industries/public-sector/our-insights/the-global-case-for-customer-experience-in-government\"\u003e https://www.mckinsey.com/industries/public-sector/our-insights/the-global-case-for-customer-experience-in-government\u003c/a\u003e \u003ca href=\"#footnotes-ref1\" aria-label=\"Back to content\"\u003e↩\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n"}
  ]
}