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Now what?: How Agencies Can use Citizen Feedback to Make Impactful Investments

Medallia: Customer Feedback

The Federal Customer Experience Act of 2017 (S.1088; HR.2846) – the “Act” – strives to improve the government’s service delivery to citizens by requiring agencies to collect citizen feedback and use it to drive performance improvement. As we discussed in the first part of this blog series, demonstrating action on feedback at the front-lines is critical in achieving the goals laid out by the Act – improved service delivery, mission effectiveness, and trust in government services.
As commercial CX leaders have shown, the first step in taking action on transactional feedback is pushing it to the front-lines in real-time and following up quickly with customers. The follow-up serves to both resolve problems and help organizations understand the what and why behind those imperfect customer experiences. Organizations that take these steps have happier customers, consistently deliver better experiences, and have more satisfied employees.
Once organizations have followed up with its customers, fixed the individual issue, and documented what went wrong, what does it do next? How can it identify top causes of customer pain, work to prioritize where to focus, and invest strategically to improve? Consider first the following case study.

Case Study

Your agency makes updates to its self-service digital capabilities in order to both decrease call volume into the call center and create a more personalized online experience. However, the opposite happens. The changes drive a spike of calls into the call center, and based on transactional feedback, you know citizens are unsatisfied with the new website. But you don’t know why.
Your teams start to follow-up. These follow-ups allow your frontline teams to help citizens fix their problems and document the root cause of what went wrong with each call. Done at scale, you now have a huge base of data. Leadership can accesses this root cause data and learns that a problem with the password reset workflow is causing the majority of the spike in calls, creating long average hold times and clogging up the call center’s ability to deal with other incoming calls.
Leadership decides to focus resources and instructs the digital team to fix the password reset workflow quickly. The digital team updates the workflow, focusing their next agile sprint on the problem. After launch of the updated website, leadership focuses on call volumes and transactional feedback – getting immediate feedback on the investment to track if service improves. The result: call volumes drop, and transactional feedback shows citizens are satisfied. Citizen feedback success!
Does this use case sound far-fetched or impossible for government? It shouldn’t and is actually more attainable than you may think. Let’s consider- the organization simply listened to the transactional feedback and leveraged it to make informed customer follow ups which thus enabled their front-line agents to determine the root cause. Armed with why citizens were unsatisfied, they were able to take purposeful action to fix the problems.
This case study is true and is a textbook example of how to leverage root cause documentation at scale to focus internal resources and drive improved service delivery quickly based on feedback. The company used customer feedback to prioritize a $20,000 update to its website when it encountered the call spike in the scenario. Its investment resulted in more satisfied customers, improved service delivery in both the digital and call center channels, and helped the company recognize a $2 million savings in averted calls to the call center in just one month.
Imagine if your agency’s Performance Improvement Officer could report back to Congress based on the Act with such a success story. Through systemic root cause documentation, identification and prioritization of top focus areas by leadership, and action to fix top pain points, your organization can achieve similar success.
Find out more about Medallia enables organizations to prioritize and take action on root causes issues to deliver great experiences! Engage with us today!

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