A posting on performance.gov suggests that agencies explore the “journey mapping” approach to improving customer experiences, saying that while agencies “do their best to collaborate, and often provide good service within their silo, we know customers are frustrated with the gaps between our agencies.”
“People experience life events, not federal agencies. Customer needs should shape and determine the delivery of government service. However, since Congress funds agencies, not life events, it is our responsibility to design coordinated services that bridge that gap,” says the posting by the customer experience team under the President’s Management Agenda.
The posting said the team created the government’s first cross-agency journey map of a veterans’ experiences in entering the general workforce after being discharged from the military, based on interviews across six federal agencies, subject matter experts, veterans organizations and individuals.
The map, which accompanies the posting, “reflects what the actual people we talked to experienced, how they think and feel about what they experienced, and the resources they used or remembered along the way. It focuses not on what federal agencies do on paper, but what resonates for customers in reality.” Elements include key steps and what the individual needed at that moment, barriers they encountered, federal agencies involved at various points, and outside factors that influenced their success.
One takeaway has been to identify three potential pilots that could help multiple agencies deliver their services for veterans entering the workplace, to help them better navigate the programs, service and benefits that exist.
It suggested that federal employees use the template to “engage some of your colleagues in a conversation about how you collectively serve a customer group . . . It does not need to be a formal, top-down effort. Consider simply enlisting a few passionate team members towards the goal of talking with customers and gaining a deeper understanding of how they experience government service. This work can get everyone outside of their day-to-day routine and provide new insights.”
It says, “Imagine if the U.S. government understood how each of its services were part of a broader customer journey. How might federal agencies change their approach or even work together? How might citizens think differently about those services and their overall experience with government?”