August 09, 2018 | The XM Blog

A-11 Requirements: An Opportunity for Federal Agencies to Delight Customers


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For over 16 years, ForeSee has partnered with agencies to help them measure, understand, and act on data to in order to transform the federal customer experience and achieve better outcomes. All that time, we’ve also been benchmarking citizen satisfaction, recognizing improved results, highlighting top performers, and identifying trends, like in our latest ForeSee Experience Index: E-Government.

The Rise of the Digital Citizen

Citizen expectations are rising. They expect more from digital channels—more options, more freedom as they move along the journey. The way we approach measurement has also become more sophisticated, gaining us access to a deep understanding of motivations, likes/dislikes, and emerging needs.


As our citizen journey graphic shows, the federal customer experience is not limited to just online interactions. The experience encompasses their entire journey with an agency, which often includes desktop, mobile, contact center, newsletters, field offices, and social media. The private-sector has raised the bar when it comes to delighting customers.  Organizations that focus on CX and bring the voice of the customer into the room when making strategic decisions deliver better results.  It’s time for agency leaders to catch up: They need to learn more about their unique customers, understand their challenges, and recognize that modern service-delivery designs will go a long way toward alleviating customer frustrations.

A-11 Puts New Pressure on Agencies

The spotlight on customer experience is growing. The President’s Management Agenda, a government modernization effort announced in 2001, and subsequent OMB A-11 directive requires agencies to:

  • Collect customer feedback
  • Conduct a maturity self-assessment
  • Report quarterly on performance
  • Submit annual performance report
  • Submit a CX action plan

This is all with the end goal of creating measurable improvements in customer satisfaction by using the principals and practices used by leading private sector organizations.

If you can’t measure it, you can’t improve it.

ForeSee is ready to help agencies identify measurement system gaps and create a framework for monitoring journey performance and meeting A-11 requirements. We’ve designed an A-11 Customer Journey Workshop that includes five key components:

  1. Align CX data to each phase of the journey
  2. Develop a methodology for generating a score for each phase
  3. Identify measurement blind spots
  4. Perform a CX maturity assessment
  5. Create an action plan for analysis, reporting, and configuration

Are you ready to tackle A-11 compliance? Start by scheduling a briefing with us today to learn how agencies can leverage our customer journey workshop and get ahead of the guidelines.

Categories: Government

About the Author

As a pioneer in customer experience analytics, Verint delivers superior technology and proven methodology to connect the customer experience to the bottom line. The result is better business for companies and a better experience for consumers.

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