Journey-based thinking often means reframing an agency to put the customer, rather than the traditional organization chart, at the center of the strategy. For example, for a new student loan or a mortgage, an individual’s journey might include learning about options, submitting an application, setting up an account, resolving problems, and so on. Journeys can be long, stretching across multiple channels and touchpoints, often lasting days or weeks. Only by looking at the citizen’s experience through his or her own eyes-along the entire journey taken-can you really begin to understand how to improve performance meaningfully. But this siloed focus on individual touchpoints misses the bigger, and more important, picture: the citizen’s end-to-end experience. Like customer-focused businesses, most agencies focused on serving citizens typically think about touchpoints: the individual transactions through which citizens interact with the agency and its offerings. In essence, improving citizen experiences requires more rigorous effort to improve citizen journeys across channels and products. 1 1.Īlthough we use the term citizen, it is important that for most public-sector agencies, their customers extend far beyond citizens for example, many noncitizens are US taxpayers, and many visitors to national parks are from abroad.įor enhancing an agency’s ability to achieve its stated mission, outperforming in efforts to meet budget goals, and engaging employees in a superior culture of citizen service, customer-experience improvement efforts offer public agencies far-reaching lessons.Ĭentral to any successful customer-experience program is a focus on identifying, understanding, and mastering the customer journey: the complete end-to-end experience customers have with an organization from their perspective. Yet the rationale for agencies to improve the citizen experience may be just as powerful. Nor do disruptive start-ups typically emerge to steal their customers. True, agencies rarely have a direct competitor from which they are trying to capture market share. The customer-experience phenomenon may seem far removed from the work of federal, state, and local governments, but it offers important lessons.
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