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How government agencies can improve their lousy CX

WHAT: Forrester Research’s 2015 U.S. Federal Customer Experience Index

WHY:  Citizen’s experiences in their transactions with government influences political opinion, the effectiveness of legislation and the efficiency of agency operations.

FINDINGS: Forrester’s Federal Customer Experience (CX) Index found that 18 federal agencies and programs, when compared to the studied private sector industries, ranked significantly lower for customer satisfaction.

On average, the group of government agencies ranked “poor,” with the National Park Service and United States Postal Service tied for best of the bunch and the Department of Health and Human Services’ Healthcare.gov portal placing last. Compared to companies in 17 various industries, the federal agencies overall had the lowest average CX Index score, worst reported experiences and uneven quality from one agency to another.

TAKEAWAY: In order to improve customer experience, Forrester suggests federal agencies focus on key components of CX quality: making the customer feel important and valued, resolving the customers’ problems quickly, using clear communication and making strong efforts to fully understand customer needs.

With funding tight, CX leaders should carefully assess which specific drivers most directly affect the quality of a specific CX and start with those that show the highest importance but the weakest performance. Agencies should then insist that CX improvement proposals directly address these drivers, by including actual data, factoring in the customer’s perspective and ensuring that they address real needs.

From there, decision makers can allocate funding towards the initiatives address the most urgent and key drivers for the lowest cost.

About the Author

Amanda Ziadeh is a Reporter/Producer for GCN.

Prior to joining 1105 Media, Ziadeh was a contributing journalist for USA Today Travel's Experience Food and Wine site. She's also held a communications assistant position with the University of Maryland Office of the Comptroller, and has reported for the American Journalism Review, Capitol File Magazine and DC Magazine.

Ziadeh is a graduate of the University of Maryland where her emphasis was multimedia journalism and French studies.

Click here for previous articles by Ms. Ziadeh or connect with her on Twitter: @aziadeh610.


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