customer experience


Customer experience playbook

What: “Customer Experience Playbook: A Guide to Transform Service Delivery,” a report from the ACT-IAC Customer Experience Community of Interest

Why: Good customer experience can increase mission success, boost efficiency, enhance employee engagement and improve trust in government. When agencies make it easier for citizens to complete tasks or fulfill requirements, then compliance rates also increase.

Findings:  Improving citizen experience requires  technology, people, process improvements and culture change.  The playbook offers government leaders a common framework, tools and techniques to improve services to citizens as well as guidance on how to establish a customer experience office or program.

The customer experience framework is a continuous life cycle of plays for improving the customer experience.  The playbook offers eight plays, along with checklists, case studies, tips for establishing metrics and questions CX leaders should be able to answer.

The plays will help agencies:

  1. Understand the current state of customer satisfaction and experience.
  2. Determine the culture and appetite for change.
  3. Build a customer-centric culture across the organization.
  4. Create a customer strategy that identifies service gaps and plans to fill them.
  5. Assign a single office or role to focus on customer experience.
  6. Use design thinking and agile practices to develop, test and deploy the experience of the future.
  7. Develop a business case to justify resource investment.
  8. Continually measure and monitor customer experience.

“The Customer Experience Playbook is the first government playbook to help guide executives and program managers in transforming services to their customers,” said Martha Dorris,  founder of Dorris Consulting International and one of the report authors.  “This sets the foundation for a common understanding of the basic concepts of CX at all levels of government.”

Read the full report here.

About the Author

Sara Friedman is a reporter/producer for GCN, covering cloud, cybersecurity and a wide range of other public-sector IT topics.

Before joining GCN, Friedman was a reporter for Gambling Compliance, where she covered state issues related to casinos, lotteries and fantasy sports. She has also written for Communications Daily and Washington Internet Daily on state telecom and cloud computing. Friedman is a graduate of Ithaca College, where she studied journalism, politics and international communications.

Friedman can be contacted at [email protected] or follow her on Twitter @SaraEFriedman.

Click here for previous articles by Friedman.


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