ACT-IAC White Paper: Customer Experience Metrics
Customer Experience Metrics: Increasing the role of customer experience metrics in agency strategic planning and performance reporting
Developed by the Customer Experience Community of Interest
Date Released: January 31, 2017
Metrics and performance reporting are not new in government; however, true customer experience-oriented metrics have been underutilized and underreported publicly for a long time. With a new presidential administration there is an opportunity for federal government agencies to see their performance through customers' eyes, and to adopt, monitor, and publicly report more performance measures that reflect customers' experiences and perceptions.
This paper was written as part of ACT-IAC's Customer Experience Community of Interest's larger effort to produce recommendations for the new presidential administration on advancing customer-focused cultures within government agencies. It is designed to be presented in its narrative form to the General Service Administration (GSA), the United States Department of Veterans Affairs, and Federal Student Aid. The following pages are designed to:
• Help agencies understand the significance of customer-oriented metrics in their strategic planning and reporting activities.
• Help agencies identify potential or additional metrics that shed light on, and give more voice to, their customers' experiences with their agencies.
• Help agencies identify when, how, and where to set customer-oriented goals and targets, and report on their performance to their targets.
• Provide examples of metrics currently being used by some agencies.
• Acknowledge the roadblocks that can preclude the creation of a true, holistic customer-oriented metrics framework.
• Provide recommendations to keep the conversation surrounding customer experience metrics at the forefront of strategic planning and agency operations.