How to Gain Deeper Insights Into the Customer Experience

To get feedback from constituents, agencies often ask them to complete a short survey when they visit a website or conduct a transaction. But while a survey can provide useful information, its value is limited because you only know what constituents tell you. And to paraphrase the anthropologist Margaret Mead, what people say they experience and what they actually experience can be two entirely different things.

A better way to gauge the customer experience (CX), said Hannah Burn, State and Local Government Strategy Director at Qualtrics, is to observe people’s behavior across the different agency touchpoints. For example, how many clicks did it take to find the service or information they need, and what did they do next? Or, at what point did someone give up on the website and reach out by phone?

“While customers might tell us a particular thing that happened to them, if we could observe what happened, we might actually get a more nuanced understanding,” Burn said.

In this video interview, Burn discusses how to get a more holistic perspective on the resident journey. Topics addressed include:

• Gaining insights from specific actions that users take on a website
• Seeing how people engage with the agency across multiple channels
• Using that data to create better CX