Why a Seamless Customer Connection Matters More Now Than Ever
On January 26th, the D.C.-based company vTech Solution hosted an event focused on how enterprise-sized organizations can elevate their customers' user experience by modernizing their digital services.? ?
vTech delivers results and technological innovations in the areas of IT services, cybersecurity, and cloud solutions, as well as digital modernization. The company invited Maria Roat, former US Deputy Federal Chief Information Officer at the Executive Office of the President, and Chris Smith, former CIO of USDA, to discuss valuable insights on what federal organizations stand to gain from providing a positive customer experience. vTech's very own Michael Pereira moderated the discussion?
The discussion initiated by Chris Smith highlighted critical aspects of customer and digital experiences (CX and DX) in the federal sector, specifically focusing on the need for a customer-centric approach that places quality as the ultimate benchmark. He noted the evolving definition of "digital natives" and emphasized the necessity to address the digital experience for all citizens, irrespective of their age or familiarity with technology.?
"It's the end-all, be-all because, depending on the interaction individuals have with the government, it's really important that it's positive." - Chris Smith. ?
Both Maria and Chris exchanged strategic viewpoints about the complexities of digital transformation, such as the changing landscape, but they also discussed the nuance of how one citizen’s experience with a particular agency may shape their perception of the federal government. The best solution to avoiding this assumption? People-centric customer service.?
From there, Maria Roat shared an example of excellent customer service. To prove her point, she shared a personal story about a relative who, although computer-savvy, felt overwhelmed with a particular online task. ? ?
"You have to?recognize and be flexible enough and intuitive enough to pick up that the customer is having a challenge." - Maria Roat.?
When the protagonist in Maria’s story expressed her difficulty to the customer service representative, the agent's approach swiftly shifted from generic online instruction to personalized guidance, solving both the problem for the family member while unknowingly perfectly illustrating the importance of responsive and adaptive customer service in the digital landscape.?
Throughout the discussion, the moderator, Michael Pereira, posed some pivotal questions, including:? ?
To which Chris Smith urged agencies to view the digital experience from the customer's perspective and not simply check the box. He stressed the significance of continuously starting with the desired outcome and employing agile methods to iterate and test strategies. Smith also highlighted the importance of customer satisfaction, customer effort score, and digital key performance indicators.?
Maria Roat highlighted the importance of customer feedback and performance metrics as the basis for agencies to determine if their customer experience needs an upgrade. She emphasized, "You're going to have feedback coming from many, many, many different places... So you have to be able to operationalize that."?
She mentioned that initiatives for improved customer experience typically start with customer feedback, emphasizing the need for ongoing assessment to ensure alignment with user expectations. A specific example included the use of technology to streamline processes, such as phone queue management and automated response systems. She emphasized the importance of leveraging technology to address common pain points that improve, not hinder, customer experience.?
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Maria’s other suggestions for gathering customer feedback included:?
While closing the topic, she emphasized integrating feedback into operational processes to drive continuous improvement and enhance customer satisfaction.?
In the later parts of the chat, Chris Smith added another interesting twist to the topic by delving into the marketing aspect of customer experience. Emphasizing that the customer experience that a citizen has with an agency IS marketing. A bad customer experience equals a bad reputation for the organization. As Chris elaborated, ? ?
"CX and DX have moved forward through a multidisciplinary set of folks: industry, academic, and government employees." - Chris Smith.? ?
To which Ms. Roat re-emphasized the importance of a feedback loop and ensuring ongoing customer dialogue is part of an agency’s process to guarantee satisfaction.?
Michael concluded the discussion with the final question, "Considering the rapidly evolving landscape of technology and customer expectations, how do you envision the future of digital customer experience in the federal sector, and what key strategies should be considered?"?
Maria highlighted the need to encompass users beyond those who are solely online, emphasizing the importance of flexibility and intuition in customer service. She stressed the significance of being able to adapt to users' needs, regardless of their digital proficiency. ?
Chris added to this by discussing proactive approaches in predicting users' needs based on life events and leveraging technologies like machine learning and artificial intelligence. He emphasized the importance of maintaining trust while utilizing data-driven approaches and ensuring that accessing government information becomes more intuitive and user-friendly. ? ? Michael then concluded the webinar, thanking Maria and Chris for their insightful conversation and anticipating future discussions.?
For those who attended, vTech’s webinar provided valuable insights into the challenges, successes, and future strategies for shaping federal customer experiences. The dialogue illuminated the multifaceted nature of digital modernization, emphasizing the need for adaptability, inclusivity, and strategic implementation of emerging technologies.?
Maria Roat’s and Chris Smith’s experience as federal tech leaders were inspiring, and their words serve as a roadmap for creating meaningful and efficient interactions for citizens.?
The entire video can be watched here.?