I’m really excited about one of our new clients, the Virginia Lottery. They’re working with us to measure the customer experience on both their website and their mobile site.

This is an interesting one for me because a lottery organization isn’t a business model where you might expect the customer experience to matter a whole lot—you can’t buy tickets on the site – it’s an informational site. People are going to buy lottery tickets whether or not they like the website or the mobile site, right?

Actually, for informational, content-oriented websites that support retail sales like the Virginia Lottery, the customer experience is absolutely critical. For one thing, it’s easier and cheaper for people to get information from a website than it is from other channels, and if consumers like going to the website and mobile site, they’ll be less likely to call, visit offices, and try to get information through other, costlier channels. For another thing, studies show again and again that a good customer experience online predicts offline sales.

It’s great to see more and more organizations like the various lotteries we work with understanding the value of the customer experience.

About the Author

Dave Lewan is responsible for managing the organization focused on the public sector, including federal and state government departments and agencies, non-profit organizations, associations and higher education institutions. He is charged with defining strategy and leveraging internal resources to initiate new business opportunities while delivering to existing ForeSee public-sector clients. Dave is also responsible for ForeSee’s growing Canadian business including public and private sectors. In 2016, Dave will serve as ForeSee liaison with the Partnership for Public Service for the Center for Presidential Transition, in an effort to educate some 4,000 appointees who will enter into the federal government from the private sector as part of the new administration. Prior to joining ForeSee in 2009, Dave led in key strategic areas at ADP, SalesLogix, Ultimate Software and Ceridian. Dave graduated from the University of Minnesota with a degree in speech communications.

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