Digital Government: Making Customer Experience a Priority
Today’s release of the ForeSee E-Government Satisfaction Index (Q3 2014) marks the 44th consecutive quarter ForeSee has been reporting on citizen satisfaction with government websites. Each quarter, the Index reports citizen satisfaction with federal government department, agency and program websites-and in Q4 of 2013, we expanded the Index to highlight mobile scores. The report serves as performance benchmark for digital government leaders and helps them understand performance from the citizen’s perspective. Download the full report here.
With the federal government, the focus on delivering great customer service has been a topic for agency leaders for decades. It began in September 1993 with Executive Order 12862, which called for agencies to create customer service standards and conduct and report on customer surveys, to the more recent April 2011 Executive Order 13571, Streamlining Service Delivery and Improving Customer Service, which highlights technological advances and the new avenues of service delivery that impact citizens’ experiences. And earlier this year, the Office of Management and Budget posted a new Cross-Agency Priority Goal (CAP) which provides a cross-agency objective to “deliver world-class customer service”. Highlighted in the CAP goal is a directive to streamline transactions, develop standards, and the importance of using new technologies to improve customer experience.
How can digital government leaders achieve these goals? Measuring citizen satisfaction is a great place to start. Because constantly evolving citizen expectations make it difficult to know where to invest often-limited resources, government agencies rely on ForeSee’s predictive customer experience analytics to understand citizen satisfaction, from the citizen perspective; quantify the impact each element of the experience has on satisfaction and future behaviors; and understand where to focus resources for the best return.
ForeSee measures satisfaction on a 0-100 scale, with scores 80 and above recognized as the threshold of excellence (highly satisfied visitors) and scores below 70 revealing much room for improvement (dissatisfied). The ForeSee E-Government Satisfaction Index (Q3 2014) includes aggregate scores from 105 federal government sites. Citizen satisfaction increased slightly to 75, up slightly from 74.8 in Q2 2014. A few observations are listed below. For more, download the full report here.
- The Social Security Administration is responsible for E-Government’s top performing sites, with Extra Help with Medicare Prescription Drug Plan Costs and SSA Retirement Estimator both achieving a score of 90 this quarter
- Thirty-three sites in the index (31%) achieved an “excellent” rating (80 and above)
- DOD Pentagon Channel and Food Safety Inspection Service from USDA are top gainers this quarter, with significant increases of 7 points each
- E-government (with an aggregate score of 75 this quarter) outperforms overall government (with an aggregate score of 66.1 according to the ACSI Federal Government Report 2013) in citizen satisfaction
Why does measuring citizen satisfaction matter? If agencies can deliver a satisfactory experience, the likelihood of desired outcomes is increased. For example, in this quarter’s index, highly satisfied website visitors were 86% more likely to use the website as a primary resource (versus a more costly channel like the contact center) and 80% more likely to put their trust behind the agency. For mobile, those that were highly satisfied with their experience were 71% more likely to return to the site or app and a whopping 102% more likely to recommend the site or app!
For more, including a comprehensive list of satisfaction scores for all 105 agencies participating in the index and ForeSee’s latest Mobile Federal Government Benchmark, download the ForeSee E-Government Satisfaction Index (Q3 2014) here. Our federal government clients are also invited to join us on Tuesday, November 18 at the National Press Club in Washington, D.C. for the ForeSee Public Sector Forum: Distilling Data Into Action. Get more details and register for the event here.