Federal Government - A Closer Look

Executive Order on Transforming Federal Customer Experience and Service Delivery to Rebuild Trust in Government

As the United States faces critical challenges, including recovering from a global pandemic, promoting prosperity and economic growth, advancing equity, and tackling the climate crisis, the needs of the people of the United States, informed by, in particular, an understanding of how they experience Government, should drive priorities for service delivery improvements.

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Every interaction between the Federal Government and the public, whether it involves renewing a passport or calling for a status update on a farm loan application, should be seen as an opportunity for the Government to save an individual’s time (and thus reduce “time taxes”) and to deliver the level of service that the public expects and deserves.  By demonstrating that its processes are effective and efficient, in addition to being fair, protective of privacy interests, and transparent, the Federal Government can build public trust.  Further, the Federal Government’s management of its customer experience and service delivery should be driven fundamentally by the voice of the customer through human-centered design methodologies; empirical customer research; an understanding of behavioral science and user testing, especially for digital services; and other mechanisms of engagement.

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Given the significant changes needed to successfully meet this call to action, government agencies may struggle to determine where to start. But there are examples of how to move forward. Based on our experience, many public agencies have successfully transformed their approach to CX by following a three-phased approach: generating insights by understanding customer experiences, redesigning journeys to improve the customer experience, and implementing redesign efforts.

Three phases that can change CX

1. Generate Insights

The objective of the insight generation phase is to quickly identify the most impactful and relevant customer journeys…

…Agencies could also consider viewing the customer journey holistically when prioritizing areas for transformation, eliminating parts that serve no value and redesigning others to address pain points.

2. Redesign the experience

3. Implement the new design