A great customer experience drives desired business outcomes, and it really is no different in the public sector. Although increased revenue may not be the target, creating efficiencies and allowing customers to self-serve via digital, can have a huge impact on the citizen or member experience and thus allowing these organizations to do more with less.
CX for NGOs
Dave Lewan has years of experience architecting CX programs for non-profit organizations, associations and higher education, . Organizations dedicated to causes and missions that drive awareness, curated information and data and ultimately donation dollars, increased memberships or becoming the primary resource for the cause, need to understand the impact an optimal customer experience has to both top and bottom lines. Years ago while at ForeSee, Dave published a report outlining the importance of a great digital experience for non-profit organizations reporting, “Highly satisfied visitors to a non-profit’s website were 53% more likely to donate; again.” This is obviously significant, but even more critical to the success (and existence) of the organization to be able to perform at a high-level on mobile as well.
“Highly satisfied visitors to a non-profit’s website were 53% more likely to donate; again.”
Delighting customers and delivering great CX drives desired outcomes in the public-sector:
- Returning to the digital channel
- Recommendations
- Increased likelihood to visit the campus
- Increased likelihood to renew membership
- Increased likelihood to donate
Learn how an investment in CX can benefit public-sector organizations.
The Rise of the Digital Citizen
Citizen expectations are rising. They expect more from digital channels—more options, more freedom as they move along the journey. For years, Dave has been delivering insights to federal, state, local and international governments, revealing that citizens want to get information and services from their government via digital channels whenever possible. 24×7 availability from any device, anywhere, makes the digital channel efficient for citizens, but it still remains one of the biggest challenges and opportunities for government to deliver an optimal experience while dramatically reducing the cost to serve.
Understand and Deliver on the Citizen Journey
The federal customer experience is not limited to just online interactions. The experience encompasses their entire journey with an agency, which often includes desktop, mobile, contact center, newsletters, field offices, and social media. The private-sector has raised the bar when it comes to delighting customers. Organizations that focus on CX and bring the voice of the customer into the room when making strategic decisions deliver better results. It’s time for agency leaders to catch up: They need to learn more about their unique customers, understand their challenges, and recognize that modern service-delivery designs will go a long way toward alleviating customer frustrations.
A-11 Puts New Pressure on Agencies
The spotlight on customer experience is growing. The President’s Management Agenda, a government modernization effort announced in 2001, and subsequent OMB A-11 directive requires agencies to:
- Collect customer feedback
- Conduct a maturity self-assessment
- Report quarterly on performance
- Submit annual performance report
- Submit a CX action plan
This is all with the end goal of creating measurable improvements in customer satisfaction by using the principals and practices used by leading private sector organizations.
If you can’t measure it, you can’t improve it.
Dave Lewan is ready to help agencies identify measurement system gaps and create a framework for monitoring journey performance and meeting A-11 requirements. To begin with Dave can deliver an A-11 Customer Journey Workshop that includes five key components:
- Align CX data to each phase of the journey
- Develop a methodology for generating a score for each phase
- Identify measurement blind spots
- Perform a CX maturity assessment
- Create an action plan for analysis, reporting, and configuration
If you are ready to tackle A-11 compliance, start by scheduling a briefing with me today to learn how agencies can leverage a customer journey workshop and get ahead of the guidelines.
Dave Lewan 