How Fairfax County Uses Data to Tell a Better CX Story

Data can help agencies improve customer experience — but only when people understand what the numbers mean and how they connect to community outcomes.

That was the focus of GovLoop’s July CX Community of Practice session, “Using Data to Tell Your CX Story.” The discussion featured Aimee Brobst, Director of the County Strategic Plan Division for Fairfax County, Virginia, and Michelle Gregory, Data Analytics Division Director for Fairfax County Government.

Fairfax County’s work offers a practical example for agencies looking to make data more accessible, actionable and community-centered.

Brobst explained that Fairfax County’s first comprehensive countywide strategic plan, adopted in 2021, helped shape the county’s dashboard work. The plan is built around four organizational drivers: equity, data integration, community outcomes and inclusive engagement.

Equity is especially central to the county’s approach. Through its One Fairfax policy, the county looks at data by place and population to better understand whether outcomes differ based on who people are or where they live.

The strategic plan also created a framework for 10 community outcome areas, including economic opportunity, health, housing, safety, mobility and effective government. Instead of focusing only on internal agency activity, the plan asks a broader question: What should residents be able to see, feel and experience in their community?

That same mindset shaped the dashboards. Gregory said the dashboards are designed to show how the county is doing at the community level. The goal is not simply to report activity, but to help leaders, staff and residents understand trends and determine how county programs can contribute to better outcomes.

To do that well, Fairfax County emphasizes context. Each dashboard includes a “data story” that explains what the numbers mean. The county also uses maps, charts, comparisons and summary bullets to help users quickly understand patterns and areas of concern.

The right visualization depends on the message, Gregory noted. A map may show geographic variation. A comparison may show how Fairfax County is performing relative to neighboring jurisdictions, the state or the nation. Clear takeaways help busy users understand why the data matters.

The county has now completed dashboards for all 10 outcome areas, but the work is still evolving. Fairfax County continues to assess success by looking at website engagement, referrals, data requests and opportunities to use the dashboards in new projects.

For agencies looking to improve their own data storytelling, Gregory offered a simple reminder: Always ask the “so what?” question.

Data becomes meaningful when it helps people understand impact. And when agencies connect numbers to community priorities, data can become more than information — it can become a tool for better conversations, decisions and service.

Be sure to register now to join us online for the next CX Community of Practice virtual discussion, “Turning a Negative Customer Experience into a Positive Outcome,” on Monday, Aug. 10 from 4-4:30 p.m. ET/1-1:30 p.m. PT.