Rick Parrish, VP, Principal Analyst
The case for customer experience (CX) investment by federal agencies is clear: Improved CX equals greater mission success, explains VP and Principal Analyst Rick Parrish.
As government organizations improve their experiences, customers are more likely to comply with directives and seek out additional information and services. Parrish notes that the Ask TSA program has both generated goodwill with the public and contributed to mission success. Travelers can ask questions beforehand, giving them peace of mind and preventing disappointing moments and hassles. The TSA benefits by increasing the likelihood that travelers will adhere to rules.
While many individual agencies have slowly but surely started enjoying the benefits of better CX, progress has happened in silos. This is a big miss, since many common customer journeys involve interactions with multiple agencies (e.g., opening a business). Inconsistencies across a journey can cause confusion and aggravation.
Enter the federal chief customer officer (CCO). Creating this role would make interagency cooperation more feasible. The CCO could create a vision, frameworks, and resources that agencies could use to move toward a consistent, satisfying customer experience. This isn’t a pie-in-the-sky idea, as the federal CIO has already seen success creating and implementing a centralized tech strategy.
But why is now exactly the right time for a federal CCO? Listen to the full episode to find out. Plus, get insights into who would be a perfect fit for the role.