Within a few days of starting her new job as the chief operations administrator for a U.S. federal government agency, Devona realized there was a new requirement on her leadership plate: systematic effort toward improving the experiences of her agency’s customers, against the backdrop and structure of a newer customer experience (CX) management discipline. Devona was familiar with CX in the private sector, particularly in the business-to-consumer market. What she did not realize was that the concepts and principles of the business discipline had grown into the public sector as well. In the U.S. federal government, multiple driving forces over the past 30 years have made CX about more than an average everyday customer service interaction. Those forces include presidential executive orders, White House policies, laws, and the influence of government oversight bodies.
This case outlines those driving forces, along with the U.S. federal government’s definitions of customer and CX for federal agencies. After learning about those forces, students will advise Devona on how to implement best CX practices in her agency.