How governments can catch up in CX improvement

Governments often lagged behind the private sector in terms

In a bid to catch up to the private sectors, governments are taking steps to develop and implement customer-focused service delivery solutions.

The US government, for instance, issued executive order to improve customer experience (CX) across its federal agencies.

EY noted that whilst its effectivity remains to be seen, the EO contained features that are deemed as “thoughtful approaches.”

This includes providing clear definitions of key terms and identifying specific challenges, focus areas, and near-term actions.

“The use of phrases such as ‘actual experience’ and ‘direct lines of feedback’ preclude the order’s emphasis on empirical inputs and measurement,” the EY noted.

“Service delivery and journey mapping must fit the customer, not the practitioner, and feedback should be easy to transmit and able to be acted upon.”

It added that the EO also recognized issues on CX that stem from varying causes, such as challenges that are statutory, regulatory, budgetary, or technological in nature.

“A great customer experience is not feasible if the decisions and processes behind it were ineffective,” EY said.

“In theory, at least, the executive order should empower teams to make changes wherever needed to improve experiences.”

The EO also provided for the naming of specific roles and their respective responsibilities, requiring evidence-based feedback and measurement, addressing cross-agency collaboration to support customer journeys.