2024 Year in Review of Government Customer Experience

By Martha A. Dorris, Founder of DCI

In the latest episode of the CX Tipping Point Podcast, leading customer experience (CX) experts came together to discuss the maturity and future of CX in the federal government. With the upcoming administration change, the conversation explored how agencies can improve service delivery, prioritize efficiency, and build trust with the public. Here's a closer look at the key insights shared during the discussion.

The Current State of CX in Government

The podcast highlighted the evolution of CX practices in government over the past two decades. From the Trump Administration’s emphasis on customer experience as a core component of the President’s Management Agenda to the Biden Administration’s focus on trust and transparency, progress has been steady but uneven. Federal agencies have increasingly adopted CX strategies, embedding them in management agendas, executive orders, and digital transformation efforts.

Panelists emphasized that while there is a growing recognition of the importance of CX, its maturity across agencies remains inconsistent. Some organizations have fully integrated CX principles, while others struggle with siloed operations and a lack of cohesive vision.

Disruption as a Driver of CX Progress

The upcoming administration offers an opportunity to build on past achievements and embrace disruption to enhance CX. Experts noted that disruption can act as a catalyst for innovation, enabling agencies to rethink traditional service delivery models. For example, the Trump Administration's introduction of Centers of Excellence and initiatives like the 21st Century Integrated Digital Experience Act (IDEA) set a foundation for digital transformation. Moving forward, the focus should be on leveraging these tools to eliminate inefficiencies and reduce costs.

Amanda Chavez, a panelist, noted the potential for CX to align with goals like reducing government waste. “Customer experience is like measuring twice to cut once,” she said, emphasizing the importance of evaluating systems and workflows upfront to design services that are both effective and cost-efficient.

Digital First, Not Digital Only

The panel underscored the importance of digital transformation while cautioning against a “digital-only” mindset. Outstanding digital services, such as user-friendly websites and automated processes, are critical for modernizing government operations. However, a holistic approach is necessary to ensure equitable access to services across all demographics.

MaryAnn Monroe of Maximus highlighted the need for continuous innovation, not only in technology but also in processes and service delivery. “We need to focus on where we can continuously innovate to meet evolving customer demands and behaviors,” she explained.

The Role of Leadership and Governance

Leadership was a recurring theme throughout the discussion. The panel agreed that establishing clear accountability for CX progress is essential. This includes having a Chief Customer Experience Officer or similar role at the agency level, supported by senior leadership who actively engage with CX metrics and prioritize service delivery improvements.

Dan Barrett of Guidehouse stressed the importance of embedding CX into the culture of government agencies. “Great CX is more efficient to deliver than bad CX,” he said, pointing out how reducing rework and improving processes can save time and resources.

Predictions for the Future of Government CX

The panelists provided several forward-looking insights into how CX might evolve under the incoming administration. Below are the key predictions from each expert:

1. Digital Transformation as a Priority

Prediction by Amanda Chavez, Vice President of Customer Experience, NuAxis: The next administration will likely emphasize disruption and digital transformation to cut inefficiencies and modernize service delivery. Amanda highlighted the potential for CX to align with efforts to reduce waste, stating, “CX is like measuring twice to cut once.” She predicted that digital-first strategies, guided by innovative leaders, would become a cornerstone of government operations.

2. Enhanced Transparency in Service Levels

Prediction by Dan Barrett, Director, Guidehouse: Dan emphasized the importance of transparency in government services, particularly in making service-level metrics publicly available. He pointed to Social Security Administration (SSA) Commissioner Martin O'Malley’s focus on data-driven accountability as a model for the future. “Senior leadership must be actively engaged in CX, using data and feedback to drive improvements,” Dan said.

3. AI as a Key Enabler

Prediction by Lee Becker, Medallia: Lee predicted a broader adoption of artificial intelligence (AI) to streamline services and improve personalization. However, he cautioned against implementing technology for its own sake, emphasizing the need for clear use cases and outcomes. “Why are we implementing AI? The focus should be on delivering value and outcomes that matter to the public,” he explained.

4. Balancing Digital-First and In-Person Experiences

Prediction by Mary Schwartz, Managing Partner, ICF:Mary noted that while digital-first strategies are critical, they must be balanced with in-person and analog experiences to ensure inclusivity. “Some of the most effective interactions are digitally enabled but still rely on human connections,” she said, pointing to examples like SSA’s ability to address multiple customer needs in a single phone call through integrated systems.

5. Prioritizing Customer-Centered Design

Prediction by MaryAnn Monroe, Vice President of Customer Experience, Maximus:MaryAnn stressed the importance of continuous innovation and customer-centered design in meeting evolving needs. “We have tools at our disposal, like AI and data analytics, to understand behaviors and prioritize improvements,” she said. MaryAnn predicted that agencies would increasingly adopt design thinking to ensure services are accessible, equitable, and efficient.

Looking Ahead

The future of CX in government hinges on the ability to adapt to changing needs, embrace innovation, and prioritize customer-centric approaches. With the new administration, agencies have an opportunity to build on past successes and create a more efficient, effective, and trusted government. By putting the customer at the center of every decision, federal agencies can transform not only how they deliver services but also how they are perceived by the public.