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Drive revenue with CX

How The Social Security Administration Hit A CX Trifecta With A Mobile App

Rick Parrish
Principal Analyst
June 25, 2015

The Social Security Administration’s (SSA) Supplemental Security Income (SSI) program had a problem: It was paying out way too much in unearned benefits to program participants. This was happening because participants weren’t reporting their income often enough. As participants’ incomes went up, their SSI eligibility went down — but they continued receiving SSI benefits based on the lower income they had previously reported.

SSA used fundamental customer experience (CX) techniques to solve this problem. As a result, it ended up fixing not one problem, but three.

First, SSA and its contractor performed basic quantitative and qualitative customer research to discover why people weren’t reporting their income. The reason wasn’t fraud — it was convenience. SSA had made it too difficult for beneficiaries to report their income, so they weren’t doing it as often as they should. But how to make it easier? Solid CX design methods presented the solution: a mobile app.

Caution: A mobile app is not the answer for every CX problem. But in this case, it was. SSI beneficiaries are lower-income individuals, and people in that group often have Internet access only through a smartphone. They tend not to own tablets or other computers, so a regular website isn’t right for them. And lower-income people are more likely to work odd hours and have fewer breaks, so a 9 a.m.-to-5 p.m. call center won’t do the trick either. But a mobile app, accessible from a smartphone 24/7, would be perfect.

So SSA and its contractor built the SSI mobile wage reporting app, and it worked! Program beneficiaries started reporting their income more accurately and more often. And that meant that SSI started saving big because it was paying out less in unearned benefits. That’s SSA win No. 1: As I’ve said before, a better customer experience leads to greater customer compliance. In this case, compliance means big cost savings for a program that’s strapped for cash.

But that wasn’t the end of SSI’s CX success. In the old wage reporting scheme, much of the back-end workflow was manual. As a result, many employees were overworked and unable to focus on other important tasks. With the mobile app, the workflow is entirely automated. So there’s win No. 2: Employees are happier and more engaged.

That new automated workflow takes advantage of a digital system SSA already had but wasn’t using to its full potential. And that’s win No. 3: SSA gets full value for money it already spent on technology.

As you can see, improving federal CX isn’t just good for customers. Strong CX improves customer engagement and spins off internal budget and process efficiencies that are all important for mission success.

Has your agency achieved similar wins with a CX improvement? If so, please add it to the comment section. We’ll all enjoy sharing in your success!

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