DigitalGov case study implementation of Customer Journey Map for USA.gov
The case study describes how DigitalGov implemented a service innovation tool called “Customer Journey Map” for the USA.gov website, the official web portal of the U.S. federal government where users can search for topics about popular government programs and services. DigitalGov is a government agency that is part of the U.S. General Services Administration, an independent agency of the U.S. government. DigitalGov provides people in government with the tools, methods, practices, and policy guidance they need to deliver effective and accessible digital services.
Preparation process
A team from DigitalGov that led the development of a customer journey map for USA.gov users began its process by updating existing personas created several years ago. Personas are fictional characters that represent a main user group for a service that share similar behavioral patterns. In addition, personas describe a customer’s emotions, attributions, motivations, and goals. According to DigitalGov, updating personas in the early stages is essential because it helps the team understand customer needs as USA.gov’s services evolve. They also used research-based insights and findings from various data sets, including web analytics, customer survey data, and search trends from Google.
Development & Methodology
DigitalGov adapted the Customer Experience (CX) Journey Mapping Toolkit from (http://designingcx.com), which includes the guide and materials for customer-centeric action and the CX innovation approach. Subject matter experts, managers and other stakeholders were also invited to the mapping sessions.
The team continued with the creation of the behavior line, which they consider a key activity in the preparation phase. The behavior line is the path a customer takes and the journey that should be mapped. For this step, DigitalGov selected a persona from USA.gov named Linda, who typically searches information or learns more about a general topic. The team chose “Searching for financial assistance from the government” as Linda’s topic journey, as this category ranks as one of the main reasons why customers visit the USA.gov website.
Based on the persona’s line of behavior, the steps were then printed on a piece of paper that served as the touch points of the journey. Images were also used to visualize the touchpoints in the Customer Journey process. The touchpoints of the Customer Journey include the employees and system that a customer interacts with, as well as the employees who work behind the scenes to support the customer. In addition, the maps also show the customer’s mindset, emotions, and needs, as well as the highs and lows of the journey.
The team then selected the strong pain points in the customer journey map and moved to the problem-solving phase, where solutions were proposed to address the pain points identified in the journey map.
Outcomes
Using the “Customer Journey Map,” DigitalGov was able to set specific priorities for their Customer Experience (CX) improvement plan
- Improving the interactive voice response (IVR) menu in the contact center.
- Involving the partner agency in the journey mapping process
- Share data from content usage and the contact center to improve search results
- Improve reporting of results across the organization and to senior management
- Incorporate personas and journey maps for each new project or product
- Establish a Customer Advisory Council to help USA.gov transformation efforts and improve services.
DigitalGov noted that the process of developing a journey map was insightful because the tool gave them a clear view of how their customers interact with USA.gov website. The tool also helps them better understand what their customers really need and identify the uncertainties, pain points, and other issues a customer might encounter at each touchpoint. Although they mentioned that the journey mapping process doesn’t just end with a map. An ongoing approach to follow-up and planning is essential to further improve their service and enhance the customer experience in the future.
Reference
Monroe, M., & Chronister, M. (2015, August 12). Journey Mapping the Customer Experience: A USA.gov Case Study. Retrieved from https://digital.gov/2015/08/12/journey-mapping-the-customer-experience-a-usa-gov-case-study/
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