Customer Experience (CX)
Case Study
Helping a Federal Agency Enhance CX Though Optimized Enterprise Service Desk Strategies
Background
With CX rising in prominence in the government arena, thanks to the President’s Management Agenda (PMA), many federal agencies are seeking the right path to bring dynamic citizen and constituent digital services into the forefront.
One of the key areas for gaining a quick win in CX enhancements is with Enterprise Service Desk (ESD) capabilities.
MakNuAx, an experienced solutions-oriented SBA-approved Joint Venture between Makpar and NuAxis Innovations, recently helped a federal agency to develop a comprehensive ESD enhancement strategy that was holistic and highly achievable.
The Challenge
The agency realized that it needed advanced ESD capabilities that mirror the customer service capabilities that are common in the commercial sector. In addition, the OMB Circular A-11 was a driving factor for the agency to further embrace CX capabilities to make federal services more commoditized.
The crash of the Affordable Care Act website in 2013 was also a stark reminder for government CIOs and CTOs that constituent-facing web properties must be both fail safe and offer cost-savings.
The Solution
The MakNuAx team took a holistic CMO (CX management office) approach at the agency, where they deployed four work streams across the entire ESD. This started with looking at the full spectrum of customer experiences across every one of their channels (i.e., self-help portal, hotline, walk-up centers).
Each week, the team comprised of MakNuAx CX experts, as well as its Federal counterparts, met to develop strategies for improving the experience in the following areas:
Reduced time to resolve tickets
This was achieved through…
the use of qualitative and quantitative data aggregation and analysis, personas, journey maps, and solutioning.
By taking a story-based approach to developing customer journey maps, it allows all agency stakeholders to not only understand the functional pain points, but also how it felt for the customer to experience them. The MakNuAx team is currently implementing these solutions at the agency.
Improved extent to which desk technicians appear friendly, courteous, and knowledgeable
Improved overall customer experience
MakNuAx CX Methodology
ServiceNow: A leading digital workflow provider that is focused on transforming overall digital experiences.
Tools Used
While there were many innovation tools used, much of this effort was done from a human-centered design and research approach by the MakNuAx team and the customer. However, following are the key tools that were used for developing this CX strategy:
Mural: A collaboration solution that enables teams to think and collaborate visually to solve problems.
Figma: Customizable solution for developing customized web wireframes.
Adobe Suite: Comprehensive suite of solutions used for graphic design, video editing, web development, photography, along with a set of mobile applications.