Government technology is essential for both citizens and employees. Whether it’s applying for benefits, accessing healthcare, or submitting official documents, these digital platforms play a pivotal role in how people interact with the government. However, the effectiveness of these tools is not just about functionality — it’s about providing a seamless, intuitive and user-friendly experience. This is where the importance of good customer experience (CX) comes into play.
CX refers to the overall journey a user has when interacting with a product, from initial engagement to completing their task and even receiving support when necessary. In the context of federally provided systems, CX includes the ease of navigating a website, the responsiveness of the platform, and accessibility of government applications which, taken together, lead to higher levels of satisfaction, trust and engagement. Here’s why:
Ease of use and efficiency: When government applications are designed with the customer in mind, users can complete their tasks quickly and efficiently. Intuitive navigation, clear instructions and well-designed interfaces reduce confusion and help users find the information or services they need. This increases customer satisfaction by minimizing frustration and providing a smooth interaction.
Accessibility and inclusivity: Government applications must serve a diverse population with different needs and abilities. Good CX ensures that these platforms are accessible to everyone, including individuals with disabilities, older adults and those with varying levels of technical proficiency. By prioritizing accessibility, the government shows a commitment to serving all citizens equitably, which leads to higher customer trust and satisfaction.
Consistency and reliability: A reliable IT system that performs consistently well builds customer confidence. If users experience crashes, long loading times or unclear instructions, their trust in the system erodes. Good CX means ensuring the tool works smoothly across different devices, browsers and networks, offering a consistent experience regardless of how a user accesses it.
Timely and effective support: Even the best-designed systems sometimes require support. A critical aspect of good CX is offering responsive, helpful and efficient customer support when things go wrong. Users appreciate quick resolutions and clear communication, which reinforces a positive view of the product and the agency providing it.
CX Benefits Your Team, Too
Good CX not only benefits the customer — it also significantly improves the work environment and satisfaction levels of the teams that maintain these systems. Here’s how:
Reduced support burden: When a product offers a seamless user experience, fewer users encounter issues that require support. This means fewer help desk tickets, calls and emails for the IT support team to handle. By reducing the volume of routine and repetitive requests, support folks can focus on higher-level tasks, system improvements and innovation, leading to a more fulfilling work experience.
Improved morale: The office of the Chief Information Officer (OCIO) team often bears the brunt of user frustration when products don’t meet expectations. When customers have a positive experience with the product, support team members experience fewer stressful interactions. Instead of dealing with complaints, they get to engage with users who are satisfied and appreciate their work, boosting morale and job satisfaction.
A sense of purpose: When the OCIO team is involved in creating or maintaining systems that provide good CX, they feel a greater sense of accomplishment. Knowing that their work directly improves the public’s interaction with government services creates a deeper sense of purpose and pride. They can see the positive impact their work has on both the agency’s mission and the customer’s daily life.
Opportunity for innovation: With fewer day-to-day support tasks and a smoother-running system, the IT shop has more bandwidth to focus on enhancing the product and implementing innovative solutions. This focus on improvement, rather than constantly troubleshooting, allows IT professionals to stay engaged and challenged in their roles.
Tools for Good CX
Creating a great experience in agency applications doesn’t happen by accident — it requires deliberate planning, design, and ongoing commitment to improvement. Here are a few ways agencies can prioritize CX:
User-centered design: Involve real users in the design process from the start. Conduct usability testing with diverse groups of citizens and government employees to ensure the product meets the needs of all users. Design with accessibility and simplicity in mind to reduce the risk of confusion and frustration.
Continuous improvement based on feedback: Regularly gather feedback from users to identify pain points and areas for improvement. Use this feedback to inform updates and refine the product’s design. By actively listening to users, agencies can ensure their IT products evolve in line with changing needs and expectations.
Train IT support teams in customer-centric thinking: Equip the OCIO teams with not only the technical skills to maintain the system but also with the customer service skills to handle user interactions empathetically and efficiently. This ensures that when users do need support, they receive high-quality, helpful assistance.
Invest in self-service tools: Implement self-service solutions such as detailed FAQs, chatbots, and online troubleshooting guides. Empowering users to solve their own problems quickly and independently not only improves CX but also reduces the support burden on support teams.
Measure and optimize: Use analytics to track how users interact with the system. Monitor key performance indicators (KPIs) such as task completion rates, time spent on tasks, and support ticket volumes. These insights help agencies continuously optimize the product for a better user experience.
Good customer experience is essential for the success of government IT. By focusing on intuitive design, accessibility, and user support, agencies can improve customer satisfaction, build trust with the public, and create more efficient services. At the same time, the OCIO team benefit from a more positive work environment, reduced support burdens and a greater sense of accomplishment.
By prioritizing CX, government systems not only become more effective and user-friendly but also contribute to a happier, more engaged workforce behind the scenes. It’s a win-win scenario that ultimately enhances the public’s interaction with government services and strengthens the agency’s mission.
Todd Hager is Vice President of Strategic Advisory for Macro Solutions, providing leadership in strategy, innovation, modernization, and team enablement. His work has been instrumental within HHS starting with the COVID response, working closely with the HHS, ACF, and ARPA-H CIOs to plan for and modernize the infrastructure and teams, while helping to develop agile, “service-forward” orientations within and between teams.
Todd is the Industry Chair for the ACT-IAC Emerging Technology Community of Interest (COI) and is a 2021 Federal 100 Award winner. He is a certified PMP, a Certified Scrum Master (CSM), ITIL v3 certified and CMMI v2 certified.
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