7. Five-Year Stock Performance Of Customer
Experience Index (CXi) Leaders Versus
Laggards Versus S&P 500 (2007 to 2011)
Source: Harley Manning Blog, Forrester, September 14, 2012 (Results from Watermark Consulting)
8. Customer Experience Lifecycle
Understand
your Customer
Continually
improve your
products
Listen to your
employees and
customers
Measure your
performance against
customer expectations
9. Customer Experience Lifecycle+
Understand
your Customer
Continually
improve your
products
Listen to your
employees and
customers
Measure your
performance against
customer expectations
Governance
Culture
Training
Strategy
Customer
Experience
Team
Budget
11. How does your customer want to
access information or services?
Anytime, anywhere on any device
12. Obstacles to Successful CX
Forrester Research: The State of Customer Experience Management, 2013
13. Top Changing Customer Expectations
• Trust in Federal government going down.
• Technology trends continue along the same path with mobile
technology and social media being critical delivery channels.
Smartphones are being integrated into our lives more than ever. TVs
are being more integrated into our online lives.
• Fusing of physical and digital worlds – cars, clothes, appliances.
• Multi-media – videos, pictures continue to increase.
• Want the right experience a the right time across multiple devices.
• Search continues to be a critical way to find useful, relevant
information in a timely way.
• Phone continues to be a critical channel to provide information to the
customer.
14. Our customers’
perceptions of their
entire experience with
OCSIT staff, products
and services.
GSA/OCSIT: What is
customer experience?
15. Benefits
Better understanding of our customers and their needs
Better products and services due to customer feedback
Improves brand recognition, adoption, satisfaction with and
loyalty to OCSIT’s products and services
Improves our value proposition leading to resource
justification
Improves trust in government
Increases employee engagement
Builds OCSIT’s capacity to assist agencies to better serve
their customers.
Drives process improvement – commitment to total quality
Why is Customer Experience
Important?
17. Involvement and buy-in of
leadership
Understand what your customers
value
Treat your customers the way you
want to be treated.
Tell customer stories whenever
possible
Solicit customer and employee
ideas for improving customer
experience
Measure the customer experience
Best
Practices
18. Principles
We will:
ALL take responsibility to provide
an experience that exceeds
expectations.
Engage, listen and resolve.
Design business from the outside
in, not the inside out.
Incorporate customer experience
as a key success metric in
everything we do.
Make every contact with the
customer an opportunity to
influence their experience.
19. What did we do?
• Obtained leadership buy-in.
• Kicked off the initiative
through an All Hands
meeting to begin educating
everyone on CX.
• Created a Customer
Experience working group
to serve as champions
20. What did we do? (cont‘d)
Each program should:
• Create a plan for self improvement of
customer experience
• Create baseline customer experience
measures by adapting loyalty
measures and applying them to your
program
• Present results of customer
experience metrics quarterly
• Use customer experience best
practices as much as possible
24. UNCLASSIFIED
Arlington’s
History
• Established
during
the
American
Civil
War
on
the
grounds
of
the
Arlington
House
in
1864
•
Arlington
House
was
most
famously
owned
by
General
Robert
E.
Lee
&
Mary
Anna
Cur3s
Lee
–
descendant
of
Martha
Washington.
• To
assist
in
healing
a
na3on
once
divided,
sec3on
16
was
dedicated
to
confederate
dead
in
1900.
•
Tomb
of
the
Unknowns
dedicated
on
Armis3ce
Day
(now
Veterans
Day)
in
1921
Arlington
Today
•
Conduct
an
average
of
7,000
annual
burials
•
Receive
over
3.1
million
annual
visitors
•
Present
Day
Size:
624
Acres
Arlington
Na3onal
Cemetery
Facts
25. UNCLASSIFIED
Mission
and
Vision
Mission
On behalf of the American people, lay to
rest those who have served our nation with
dignity and honor, treating their families with
respect and compassion, and connecting
guests to the rich tapestry of the cemetery's
living history, while maintaining these
hallowed grounds befitting the sacrifice of
all those who rest here in quiet repose.
Vision
America's premier military cemetery - A
national shrine - A living history of freedom -
Where dignity and honor rest in solemn
repose.
26. UNCLASSIFIED
Authorita3ve
Databases
Personnel
Database
Geospa3al
Database
Case Management
Scheduling
Public
Experience
–
Opera3onal
View
Gravesite Locations
History & Events
Mobile Apps
Headstone Images
Daily Schedules &
News
Gravesite Management
28. UNCLASSIFIED
q
Public
Interac3ons
q
Over
70,000
calls
annually
q
Over
25,000
public
inquiries
&
faxes
q Headstone
Photo
Capture
q
Collect
over
262,978
Headstones/Niches
q Records
Digi3za3on
q
Scan
over
350,000
Records
of
Interment
q
Scan
over
290,000
Grave
Cards
q
Scan
over
190,000
Daily
Logs
(Interment
Packet)
q Geospa3al
Data
Layer
Development:
q
Grave
Plots
(290,839)
q
Headstones
(215,602)
q
Niche
Wall
/
Columbarium
(73,725)
Transforma3on
through
Data
Development
Data
Challenge:
Collec3on
of
150
years
of
history
with
varying
policy,
naming
conven3ons,
literacy
rates,
and
adap3ng
to
today's
database
standards.
iPhone
app
custom
built
for
capturing
headstone
photos
Scan
paper
records
and
integrated
into
ANC
Databases
Field
Collect
and
manually
integrated
into
ANC
Databases
It’s all about the data!
Retooled
exis3ng
Army
ISO20000
cer3fied
call
center
for
ANC
requirements
32. UNCLASSIFIED
Moving
Forward
ANC
Expansions
q
Columbarium
9
Dedica3on
May
9th
(20,296
niches)
q
Millennium
Project
Ground
Breaking
(late
2013)
q
Navy
Annex
Design
(late
2013)
ANC
Explorer
App
Enhancements
q
2013
Aerial
Imagery
Update
(10
cm)
q Mobile
Tablet
Workflow
Development
q Tours
(Pre-‐established
and
User
Defined)
q
Loca3on
Based
Services
(i.e.
What’s
Nearby)
q
Geofenced
Audio
Tours
q
Emergency
No3fica3ons
q
Self
Guided
Tours
q Enhanced
Rou3ng
Features
q
Accessibility
q
Difficulty
Ra3ng
q
Quickest
Route
33. UNCLASSIFIED
“Honor
–
Remember
–
Explore”
PVT William Christman
First Burial
3 May 1864
1861–65
CIVIL WAR WWI
1917–18 1941–45 1950–53 1959–75 1983 1988
General Pershing
19 July 1948
Audie L Murphy
6/7/1971
General Ridgway
(CSA)
JUL 30 1993
Freedman’s Village
Section 27
15 July 1867
General Creighton Abrams
SEP 6 1974
WWII KOREA VIETNAM LEBANON 9/11SOMALIA
1LT Clyde Plymel
NOV 8 1983
SGT James Joyce
OCT 8 1993
Pentagon 9/11 Group Burial
SEP 12 2002
IRAQ
AFGHANISTAN
2001 2001-Present
CPL Ira Hayes
FEB 2 1955
34. Interactive Panel
Overcoming and Improving Customer
Service Challenges in Government
Scott Frendt, Vice President, Public Sector CRM
Solutions, Oracle
Abraham Marinez, Customer Engagement Advisor,
Department of Education
Kim Taylor, Director Web Services, Office of Public
Affairs and Consumer Education, Food Safety and
Inspection Service, USDA
Facilitator: Steve Ressler, Founder & President,
GovLoop
