#88 | DCX - Government Experience (GX) Comes of Age

PLUS: DCX Podcast #13 - Local GX Efforts - Working Out Loud; Government Experience Explained; Links to Industry news and the DCX Thought Leader Profile of the Week

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Government Experience (GX) Comes of Age

In researching for this week’s newsletter, I was surprised to discover that there are so many agencies in the U.S. government with active initiatives aiming to improve customer and employee experiences.

It started in earnest in 2021 as The Biden Administration made it a priority to update the way the government communicates with the public online and build trust. This initiated a flurry of activity to make websites and digital services more user-friendly, accessible, and efficient.

This week's issue is dedicated to sharing the people, stories, research, and initiatives that aim to make life easier for US citizens, nationally and locally, by providing more effortless experiences. Let’s dig in!

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DCX Podcast #13 - Local Government Experience Efforts - Working Out Loud

Before we go deep into the federal government's approach to CX, let's kick things off with a fantastic example of local GX efforts making waves.

To get the local experience lowdown, I reached out to John Proffitt, Chief Digital Officer for the Franklin County Data Center in Columbus, OH, to talk about his work leading the Government Experience (GX) Foundry team to improve customer experiences for government services. As the CDO, John is building and leading a team delivering:

• Government Experience (GX) Digital Services Strategy and Consulting

• GX Development: Custom digital solutions design and development

• GX Platforms: Managed digital services

• GX Concourse: One Franklin County digital presence and communications

"If my team and I work out loud, showing what we've learned and the mistakes we've made as well, if that can help somebody else, that's awesome." - John Proffitt

Key Takeaways from our discussion:

1. There are major gaps and opportunities to improve customer experiences with government services, especially at the local level. Things like building more trust through better experiences and digitizing services are priorities.

2. John's GX Foundry team is structured into three main groups: a development team that builds new software, a platforms team that configures and supports COTS solutions, and a web team rebuilding their public websites.

3. They are still early in their maturity when it comes to focusing on the full customer journey - doing user research, mapping journeys, building in metrics, and assessing impact. This is a key growth area.

4. The diffused nature of agencies and decision-making poses challenges when trying to drive sweeping customer experience changes. Priorities can shift rapidly.

5. There is an influx of private sector talent coming into government right now, attracted by the mission and the stability. Blending this talent with longtime public servants is fueling innovations.

6. Key advice for other government groups - work in the open, share what you are learning, collaborate with partners. More openness raises all boats.

In summary, there is tremendous opportunity ahead to transform citizen experiences by taking a user-centric approach.

To stay updated on John and his team’s progress and learnings, sign up for the GX Foundry Newsletter.

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Government Experience Explained

For decades, interacting with government services has often been synonymous with frustration, confusion, and long wait times. Imagine navigating a labyrinthine website, filling out endless forms, and facing unclear instructions – all to access essential services like healthcare, benefits, or permits. This experience, unfortunately, describes the reality for many citizens across the nation. However, a wave of positive change is underway, driven by a growing understanding of the critical role Customer Experience plays in government.

The Landscape: A Maze of Challenges

A 2023 report by the Partnership for Public Service paints a stark picture: 73% of Americans believe the government should prioritize improving customer service. This sentiment reflects the hurdles citizens face:

• Fragmented Landscape: Navigating different agencies and websites feels like traversing a maze with inconsistent information and varying user-friendliness.

• Outdated Processes: Complex procedures, paper-based forms, and long wait times create unnecessary obstacles for those seeking services.

• Limited Accessibility: Websites and services might not be accessible for individuals with disabilities, further hindering inclusivity.

Digital is now the default way the public interacts with their government – and they expect their online experiences to be consistent with their favorite consumer websites and mobile apps. More than ever, the digital experience is central to Federal agencies’ mission delivery and our government’s ability to serve the American people.

Transformation's Path: Embracing Digital and User-Centricity

Recognizing these challenges, the Biden administration launched several initiatives to prioritize CX in government services. "Building Digital Experiences for the American People" outlines a roadmap for modernizing websites, making them mobile-friendly, and using plain language. This citizen and digital-centric approach is key to reshaping the experience.

The administration is tackling this challenge head-on with a six-point plan to make government websites user-friendly and accessible to all:

1. Clear Communication: Websites will ditch jargon and follow plain language guidelines, making information understandable for everyone. Gone are the days of needing a dictionary to decipher government speak!

2. Consistent Look & Feel: No more jumping between wildly different designs. Websites will adopt a unified style guide for easier navigation, creating a seamless experience across different agencies.

3. Powerful Search: Built-in search functions like Search.gov will be ubiquitous, helping you find what you need quickly and efficiently. No more spending hours clicking through endless pages.

4. Accessibility for All: Websites will comply with accessibility standards, ensuring everyone can access information, regardless of ability. This includes individuals with visual impairments, motor difficulties, and cognitive differences.

5. Trustworthy Source: Look for the .gov domain – you guarantee you're on an official government website—no more confusion about the validity of the information you're finding.

6. Data-Driven Improvements: Websites will use web analytics to understand user behavior and optimize the experience further. This means constantly learning and improving based on real-time data, ensuring the website meets your needs even better.

Plus, Going Digital:

• Expect more online services like filling out forms and completing tasks electronically.

• The Digital Services Playbook now guides agencies in building user-friendly digital experiences.

These changes promise a smoother, more efficient experience for everyone interacting with the government online. No more getting lost in the labyrinth – find what you need when you need it.

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Shining Examples: From Frustration to Delight and Results

Several agencies are leading the charge, implementing innovative CX solutions:

• The Department of Veterans Affairs (VA) launched a mobile app, allowing veterans to manage healthcare, benefits, and prescriptions. This resulted in a 30% increase in app usage and improved satisfaction with healthcare services.

• The Social Security Administration's online name change process streamlines a formerly cumbersome procedure. This digital solution has led to a 90% reduction in processing times, significantly improving the user experience.

• The Department of Agriculture's online loan application system simplifies the process for farmers, making it easier for them to access critical financial resources. This initiative has resulted in a 20% increase in loan applications and faster processing times.

• The Centers for Medicare & Medicaid Services (CMS) redesigned their website to be more user-friendly and accessible, making it easier for individuals to enroll in Medicare. This effort has led to a 15% increase in website traffic and a 10% increase in online enrollment.

These success stories demonstrate the power of prioritizing CX in government. By focusing on user needs, agencies can create more efficient, accessible, and ultimately, more citizen-centric services.

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Designing for Families: From Frustration to Family-Friendly

While all citizens deserve a seamless government experience, families face unique challenges. Imagine balancing childcare, work deadlines, and tight budgets while navigating complex enrollment forms, unclear eligibility requirements, and long wait times across multiple agencies. This frustrating reality often leaves families feeling overwhelmed and unsupported. Thankfully, initiatives are underway to reshape the government experience for families.

Understanding the Family Journey

Numerous government agencies have established interagency teams to enhance the quality of public experiences throughout pivotal moments in their lives.

Based on their Discovery Sprint work with government customers, these teams have selected projects to improve service delivery in these designated Life Experiences and defined success measures to demonstrate improvement.

• Approaching retirement

• Recovering from a disaster

• Navigating the transition to civilian life

• Having a child and early childhood

• Facing a financial shock

Through human-centered design sessions, the teams identified unique touchpoints and pain points families encounter. Consider these common examples:

• Applying for benefits: Multiple forms, eligibility confusion, and lack of coordination between agencies can lead to delays and stress.

• Accessing healthcare: Scheduling appointments, managing complex insurance plans, and coordinating care for multiple family members can be a daunting task.

• Seeking educational resources: Navigating different school districts, enrollment processes, and special needs support can be confusing and time-consuming.

Building a Bridge of Support

Several initiatives are bridging the gap for families:

• The Department of Education's My School Choice website provides a centralized platform to explore school options and resources, empowering families to make informed decisions.

• The Department of Health and Human Services (HHS) created the Child Care Aware national network, offering personalized assistance to families navigating child care options.

• The Benefits Bundle project helps new families access supportive services and resources through personal case management. It aims to improve health equity and increase enrollment in public benefit programs.

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The Road Ahead: A Bright Future for Government CX

The journey towards a truly citizen-centric government is ongoing. However, the progress made by various agencies and the commitment from the Biden administration provides hope for a brighter future. By prioritizing user needs, embracing technology, and fostering a culture of CX excellence, government services can become efficient, accessible, and even delightful experiences for all citizens.

Investing in GX Transformation

In March of 2023, the administration announced $500 Million to invest in improving customer experience and service delivery. So, there are many opportunities for dedicated CX professionals and leaders who champion citizen-centricity.

Here are some of the projects this money will support:

• Improves the airport security experience. $2.7 million for TSA to pilot a Customer Experience Manager model at four airports focused on streamlining passenger screening, easy-to-understand signage, and better collection and review of customer feedback.

• Modernizes Federal retirement services. $6.6 million for the Office of Personnel Management (OPM) to help reduce processing times and improve customer satisfaction, expand a pilot for online retirement applications, and begin to fund additional IT modernization initiatives akin to a case management system.

• Provides more services online. $163 million for the Department of State to revamp the delivery of Passport Services so the public can access core services online.

• Improves Access to Social Security Services The Budget makes investments in the Social Security Administration to decrease customer wait times, simplify the Supplemental Security Income application processes, and increase outreach to people who are difficult to reach.

• Improves Taxpayer Experience and Supports a Fair and Equitable Tax System. $79.4 billion

• Digitizes Federal Land Maps. $1 million for the United States Forest Service to pilot increased access to digital maps of Federal lands on Recreation.gov

• Invests in shared products, services, and standards. $119 million to support GSA in continuing its work implementing priority programs such as the US Web Design System, Digital Analytics Program, Digital.gov, Search.gov, and Touchpoints/Feedback Analytics.

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Getting a CX Job in Government

Breaking into customer experience (CX) in the government sector can be rewarding, offering you the chance to directly impact public service delivery. Here are some steps to help you land your dream CX government job:

1. Understand the landscape:

• Federal vs. State/Local: Government CX roles exist at federal, state, and local levels. Each level has its own hiring processes and priorities. Research your target level to understand its CX initiatives and specific needs.

• Focus areas: Identify areas within government where CX is a growing priority, like social services, healthcare, or citizen engagement. Aligning your skills with these areas can make your application stand out.

2. Highlight relevant skills and experience:

• Customer service foundation: Even if your experience isn't in government, emphasize strong customer service skills like communication, problem-solving, and conflict resolution. Highlight instances where you exceeded customer expectations.

• Transferable skills: Look for opportunities to showcase skills valuable in CX, like data analysis, project management, or content creation, even if they weren't in a customer-facing role.

• Government knowledge: If possible, demonstrate some understanding of government processes, regulations, or technology relevant to your target CX role.

3. Leverage resources:

• USAJobs.gov: This central platform lists federal CX positions. Refine your search by agency, location, and keywords to find relevant opportunities.

• State & Local Job Boards: Many state and local governments have dedicated job boards. Search for "customer service," "citizen engagement," or "CX" positions relevant to your location.

• Government CX Organizations: Check out organizations like the Center for Digital Government for insights and potential job postings.

• Networking: Connect with government CX professionals on LinkedIn or attend industry events. Networking can offer valuable information and open doors to potential opportunities.

4. Tailor your resume and cover letter:

• Keywords: Use keywords from the job description throughout your resume and cover letter to ensure your application passes applicant tracking systems.

• Quantify your impact: Quantify your achievements in previous roles with metrics like customer satisfaction scores, resolution rates, or project results.

• Highlight government alignment: Tailor your cover letter to address the specific needs and priorities of the government agency and CX role you're applying for.

5. Prepare for government application processes:

• Federal jobs: Be prepared for longer application processes with specific requirements like essays and security clearances.

• Testing: Some government CX roles may involve skills assessments or written tests. Research potential tests beforehand and practice if necessary.

• Interviewing: Government interviews often involve panels and specific question formats. Practice answering common government interview questions and tailor your responses to the CX role and agency.

Remember, patience and persistence are key. Applying to multiple positions and staying updated on new openings can increase your chances of landing your ideal government CX job. Good luck!

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Upcoming GX Related Events:

• Digital Transformation Summit 2024: Digital Government for ALL - Tackling Bias While We Transform Service to Citizens (February 22, 2024; Reston, VA) - The focus of this summit will be on where digital transformation is today and how do we accelerate the transition from existing legacy applications to new innovative technologies.

• After Hours: Leaping Ahead - The Business of Government in 2030 (February 29, 2024; Arlington, VA) - Government and industry leaders will discuss the path forward, exploring how technologies such as AI, personalized experiences, and hyper-local apps will transform government/constituent interaction.

• Data Citizens '24 (April 9-11, 2024; Orlando, FL) - At a time when having trusted data can be the difference between success or disaster, it's important, now more than ever, that we have a strong understanding of technology trends, stay connected to the data community and have the tools to make strategic, data-driven decisions

Industry News, Ideas, and Insights

Talent Toolkit Overview | Talent Toolkit (gitbook.io)

Talent Toolkit Overview

This resource offers strategies, examples, and templates for leaders and hiring managers in U.S. government to attract, develop, and retain a high-performing digital service workforce, focusing on mid to senior-level researchers, designers, product managers, and software engineers, including those from outside the government sector.

How the US government can improve customer experience | McKinsey

The government lags behind the private sector in satisfying customers, but leaders are working to improve services. A recent survey showed that all government services have improved, but there is still room for growth in addressing customer burdens and inequities. Digital self-service solutions are preferred, and the authors offer insights and solutions for agencies to improve customer experience.

Federal Customer Experience | CX | Performance.gov

The article discusses the federal government's efforts to improve the public's customer experience by implementing a framework and guidelines for customer service. It highlights the importance of trust and consistency in interactions with government agencies.

Key takeaways:

1. The federal government is focused on delivering a simple, seamless, and secure customer experience that rivals leading consumer experiences.

2. The framework for federal customer experience is established through three core mandates, including the President's Management Agenda and the 21st Century Integrated Digital Experience Act.

3. The government aims to improve trust in the government and reduce the burden on customers by understanding their needs and continuously improving services.

FACT SHEET: Building Digital Experiences for the American People | OMB | The White House

The Office of Management and Budget released policy guidance for Federal agencies to improve the digital experience of government communications and services for the American people. The guidance emphasizes the need for consistency, accessibility, and trustworthiness in digital interactions with the government.

Key takeaways:

1. Digital experience is a key priority for the Biden administration in rebuilding trust in the government and delivering efficient services.

2. Current Federal websites and digital services do not meet the public's expectations and needs due to a lack of mobile-friendliness, accessibility, and use of standardized codes.

3. The guidance outlines changes across various pillars of digital experience, including analytics, accessibility, branding, and content, to improve user experience and trust.

Government Experience Awards 2023 Winners Announced (govtech.com)

Check out the list of winners of the 2023 Government Experience Awards, recognizing state, city, and county governments for their efforts to improve government services. For seven years, the Center for Digital Government has recognized exceptional work by jurisdictions to enhance citizen engagement, and states, counties, and cities have thoroughly embraced this challenge.

The winning jurisdictions exceeded their residents' evolving needs and expectations by embracing creative data integration methods, developing new digital and mobile-friendly platforms, providing inclusive IT brand development, and introducing an omnichannel, collaborative approach.

DCX - Perspectives and Insights on Digital CX is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber or surprise a colleague with a gift subscription. Group discounts are available.

DCX Thought Leader Profile of the Week

Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.

This week’s thought leader is Tonya Webster, Chief Customer Experience Officer for the State of NY.

In October of 2023, Gov. Hochul of NY appointed Tonya as New York State's first-ever Chief Customer Experience Officer to improve the customer experience when accessing government services. Webster works with state agencies to implement a customer-centric approach and enhance the state's capacity for human-centered design. With her extensive experience in customer experience transformations in the private sector, she leads the execution of a statewide customer experience strategy.

“As the Chief Customer Experience Officer for the State of New York, my goal is to make government work better for the people. We are using data-driven insights, user-centric design, and innovative technology to improve the accessibility, efficiency, and effectiveness of state services and programs.”

Tonya is a seasoned customer experience (CX) professional with over two decades of transformational work in both the private sector and government. Her career highlights include significant contributions to improving customer satisfaction and service delivery at multiple Fortune 50 companies, including Blue Cross Blue Shield of Massachusetts, Comcast, and Citibank.

Tonya’s commitment to customer-centricity and her ability to drive positive change have left an indelible mark on the organizations she has worked with. Her expertise in technology, digital transformations, and human-centered design continues to shape the landscape of customer experience.

“Customer experience is the ultimate differentiator in today’s competitive and complex environment. It is not just about satisfying customers, but also about empowering them, engaging them, and exceeding their expectations.”

Tonya's mission as the CCXO is clear and ambitious. She aims to overhaul the customer experience framework for state services, prioritizing accessibility, reliability, and transparency. Her appointment signals a significant cultural shift towards putting the needs and satisfaction of citizens at the forefront of state operations.

Her strategy, centered on leveraging data-driven insights and cutting-edge technology, seeks to create a more responsive and user-friendly interaction between New Yorkers and government services. By establishing a unified customer experience vision across state agencies, Tonya is dedicated to ensuring that interactions with state services are as efficient and pleasant as possible.

A few months into her tenure, Webster told StateScoop her new position and the state’s focus on customer experience will be key to achieving the governor’s three main objectives for improving the state’s interactions with residents this coming year, which include increasing access to public benefits, expediting processing times for services and laying the foundation for a strong statewide customer experience infrastructure.

Thank you for reading this week.

Please share with others you think would benefit.

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www.marklevy.co

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