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FCW : November 15, 2013
Whether it's a letter that never comes, a long wait on hold or an uninformed customer service agent, poor customer service has long been perceived as a problem in government. And while some progress has been made---a recently released report from the American Consumer Satisfaction Index found that 2.2 percent more customers federal agencies since a previous survey in 2011---that's not nearly enough. That gain brought customer satisfaction up to 68 percent --- not exactly a stellar number. The challenges in improving customer service are complex. The systems and applications within an agency that must work together to provide the information for customer service often aren't integrated, making it virtually impossible to coordinate activities. Frequent content and regulatory changes also make things complex, especially if there is no automated system in place to keep track of those changes and implement them throughout the ecosystem. Finally, customer preferences continue to change. For example, a constituent who once preferred mailed communication might now prefer only e-mail. Customers also are becoming used to more personalized communications, which they have begun to receive more consistently from online vendors, banks, insurance companies and other private organizations. Many agencies are looking to improve customer service by attacking all of these challenges simultaneously. One of the best ways to do that is through an automated system called customer communications management, or CCM. CCM generally consists of a group of technologies that function as a single platform to manage customer communications across channels. Comprehensive CCM platforms also management and compliance checks. CCM automates the document creation and management process, generally providing a series of customizable templates to allow for personalization. The result is one system that handles both printed and electronic communications dynamically and holistically. Most importantly, CCM allows organizations to create personalized, targeted, interactive communications. A case manager determining the eligibility could communicate personalized requests to the constituent regarding which documents are still outstanding, and check off documents as they come in from the constituent. This works just as well for interagency or interdepartmental communications as it does with constituent communications. departments or agencies can be similarly systems, cultures and expectations. In addition to improving customer satisfaction, CCM often results in increased automation and streamlined processes, which both improve worker productivity and decrease overall costs. consistency of communication and better compliance with applicable regulations and mandates. Cu G GAME CHANGING ECHNOLOG O MEE AGENC MI ION SPONSORED REPORT CUSTOMER COMMUNICATIONS MEASURING CUSTOMER/ CONSTITUENT SATISFACTION IN GOVERNMENT Before implementing any method of improving customer satisfaction, you need to know exactly how satisfied---or dissatisfied---customers and constituents are with services and communications. Perhaps more important, you need to know exactly which areas are working and which need improvement. he White House's Digital Government trategy requires agencies to identify and implement tools and guidance for measuring performance and customer satisfaction on digital. Required customer satisfaction metrics include overall experience, completion of task and likelihood to return and recommend. here are three basic ways to satisfy this requirement: BASIC: At the most basic level, you can use the free Google Customer urvey (with a small fee to customize it), which does a survey on your website and provides detailed statistics when you use its marketing package. Other choices include free tools like urveyMonkey and QuestionPro. POINT SOLUTION: here are plenty of customizable survey tools on the market that provide a deeper level of customization and analysis than a plain vanilla tool. Examples include nap urveys, Qualtrix and Verint. CUSTOMIZED, HOMEGROWN TOOL: If you have specific requirements and needs, sometimes developing a survey tool in-house can be the best solution. he Department of Health and Human ervices, for example, has developed its own customer satisfaction tool, which it plans to share with other federal agencies. When measuring customer satisfaction, make sure not to leave employees out of the feedback loop. hey often have valid issues to raise, and should be part of the survey process.
October 30, 2013
November 30, 2013