Transforming Service Delivery: The Journey of Customer Experience in U.S. Federal Agencies from IDEA to GSDIA

With a solid foundation laid by the IDEA Act, the executive order, and now the GSDIA, the government is well-positioned to enhance its customer experience for years to come.

In recent years, the federal government has made significant strides in transforming its interactions with citizens, with customer experience (CX) emerging as a core focus area. Driven by legislation, executive orders, and the growing expectations of a digitally-savvy public, CX) has taken on a crucial role in reshaping how federal agencies interact with citizens and manage their services.

By prioritizing CX (and EX), employing data analytics for decision-making, and fostering a culture of accountability and continuous improvement, federal agencies can significantly elevate the service delivery experience, ultimately leading to increased citizen satisfaction and trust in government services.

The 21st Century Integrated Digital Experience Act, signed into law in 2018, was one of the first major legislative efforts to address service delivery experience in federal CX. This bipartisan act required federal agencies to modernize their websites and digital services, aiming to make government resources more accessible, secure, and responsive. The impact of the IDEA Act was profound, marking the initial step in institutionalizing CX across the government and setting a precedent for future legislation.

Building on the momentum of the IDEA Act, the Biden administration made considerable advancements with an executive order in December 2021 aimed at transforming customer experience in government. This executive order represented a shift from passive CX improvement to proactive transformation, mandating agencies to streamline interactions for citizens. The order underscored the government’s recognition of the necessity for a more unified, user-centered approach.

In the latest Government Huddle podcast episode, Jordan See, Head of Government Relations at Qualtrics, and Emilee Lehenbauer, VP of the Federal Civilian business at Qualtrics, discussed the significance and implications of recent legislative and executive actions aimed at enhancing service delivery within the U.S. federal government.

They also looked ahead to future legislation, including the Government Services Delivery Improvement Act (GSDIA) supported by Qualtrics, which aims to solidify customer experience as a core government function and provide agencies with a structured methodology for CX improvement.

Here are the top five takeaways from their conversation:

Bipartisan Support for Customer Experience in Government

The discussion underscored the bipartisan legislative backing for the transformation of customer experience in government, highlighting efforts like the 21st Century Integrated Digital Experience Act and the anticipated Government Services Delivery Improvement Act (GSDIA). These acts require federal agencies to prioritize CX, with the GSDIA expected to formalize customer service as a critical government function, supported by rigorous reporting requirements and benchmarks.

Customer Experience as a Core Mission

Federal agencies are increasingly mandated to prioritize customer experience as central to their missions, rather than a secondary goal. The legislation compels agencies to adopt customer-centric services, transforming CX from a “nice to have” into an “essential” aspect of service delivery. This transition includes tailored approaches that cater to the unique needs of different agencies, from the USDA to the VA.

Increased Accountability and Metrics

A notable aspect of the new legislation is its emphasis on accountability, facilitated by mandated reporting and the utilization of metrics to gauge performance. The GSDIA seeks to enhance transparency and oversight, enabling agencies to benchmark their progress year-over-year and against one another. This systematic approach is anticipated to break down internal resistance and foster cross-agency collaboration aimed at enhancing citizen services.

Efficiency Through Data-Driven Improvements

Efficiency is critical not only for improving citizen satisfaction but also for ensuring prudent use of government resources. Qualtrics Federal has been instrumental in supporting agencies as they tap into unstructured data from call centers and web interactions to identify service bottlenecks and enhance self-service options. This data-driven approach not only elevates the citizen experience but also helps agencies minimize the burden on customer service representatives and other resource-intensive functions.

Challenges in Implementation and Flexibility Needs

While the legislation marks a significant advancement, Jordan and Emilee noted potential challenges, particularly the need for adaptable implementation guidelines. Given the vast diversity in agency missions and operational structures, guidance from the Office of Management and Budget (OMB) must strike a balance—clear yet flexible enough to allow each agency to cater to its specific needs. They emphasize the importance of both clarity and the ability to tailor CX initiatives for optimal service to their distinct populations.

Next Steps

The evolution of CX in the federal government is far from complete. As citizens grow accustomed to seamless digital interactions with private sector services, their expectations for government service will continue to escalate. Future developments may focus on artificial intelligence, expanded self-service options, and deeper personalization of services. With a solid foundation laid by the IDEA Act, the executive order, and now the GSDIA, the government is well-positioned to enhance its customer experience for years to come.

Through legislative support, executive mandates, and innovative technology, federal agencies are dedicated to improving not just the accessibility and efficiency of their services but also the satisfaction and trust of the citizens they serve. As the service delivery experience journey unfolds, citizens can anticipate a more responsive, transparent, and accessible government that effectively meets their needs in the digital age.

This podcast episode serves as a call to action, encouraging stakeholders to support the passage of the Government Services Delivery Improvement Act and to assist agencies in anticipating the necessary shifts for successful service delivery experience for all.

See the article here.

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