Optimization, Personalization & Testing

Qualtrics Launches Government Web Experience Solution

When it comes to customer satisfaction, government services rank below all industry experiences. New solution enables government organizations to engage customers, generate insights and improve web experiences to enhance services

Qualtrics (Nasdaq: XM), the leader and creator of the experience management category, today announced the availability of the Government Web Experience solution for federal, state and local government organizations. By asking government website users about their experiences and targeting improvement efforts such as content, web design and web performance optimization, the solution enables government organizations to take action and improve the customer experience.

Accessing government services is often difficult, and navigating multiple government agencies is even harder. According to recent Qualtrics research, people reaching out to government institutions were the most likely across industries to say they had to switch between multiple customer service channels to resolve an issue and least likely to say they were treated with empathy in the customer service interaction. Getting something done online with the government can criss-cross teams, agencies and levels of government – each with their own technology, process and culture. The Government Web Experience solution helps build a cohesive digital customer experience (CX) across multiple government organizations to better serve residents and empower the government workforce.

Today, over 100 government organizations have adopted Qualtrics’ Digital CX solution to enhance their digital offerings, minimize the burden on customers and deliver more accessible government services at scale. The Government Web Experience solution provides government leaders with a new way to understand how their websites are performing and serving their customers, including how easy it is to locate services and complete digital interactions. With expert-built, predesigned questions and dashboards, the solution enables governments to gather feedback and quickly identify and prioritize areas of improvement on websites that will have the most impact on customers. Deep insights combined with automated actions help customers find answers with ease, allow digital teams to fix issues quickly before they become widespread, and let employees serve customers on their channels of choice, so more people can use critical government services.

“It’s imperative to put our customers – residents – at the center of our digital transformation efforts, starting with the optimization of their digital experiences with us,” said City of Corona Chief Information Officer Chris McMasters. “Qualtrics helps governments like ours make every digital project a catalyst for change in our organization. With modern, flexible technology to engage as many residents as possible in the channels they prefer, we can identify the most impactful areas to the customer experience. We’re at the beginning of our journey to optimize our website, making common services – like paying bills, making appointments and providing feedback on our Downtown Revitalization Project – easier to locate and complete. We look forward to continuously redesigning and measuring success with diversity and privacy in mind.”

As more government services are modernized online, the solution helps to measure and benchmark success and continuously listen and improve. To ensure services work for everyone, Qualtrics enables governments to see how experiences vary across demographic groups to identify who is left out of digital self-services, so they can close those gaps. When government leaders understand how experiences vary across community and customer groups as well as the right moments in a customer’s journey to deliver services, they can most effectively assign staff to support and reserve high-touch service for those who need it.

“Agencies need to look at the customer journey holistically when planning for transformation,” said Sydney Heimbrock, chief industry advisor for government at Qualtrics. “Digital is now table stakes, security is paramount, and accessibility and inclusion can no longer be afterthoughts when the mission is serving all customers. Insights gained from analyzing solicited and unsolicited data will help uncover areas most ready for rapid transformation and immediate impact. Leadership across agencies will be critical to redesigning customer experiences that better serve the public and our democracy.”

With the Government Web Experience solution that addresses key elements of digital transformation, Qualtrics further increases its credibility as a digital leader in government. As more government organizations adopt the solution, Qualtrics will generate digital benchmarks around overall site experience. With benchmarks to come in 2023, government organizations will be able to compare their digital experiences to other peer governments on customer satisfaction, trust, ease of use, efficiency and other factors that drive customer experience.

The Government Web Experience solution aligns with the Federal Office of Management and Budget (OMB) collection and reporting requirements for federal agencies that are also High Impact Service Providers. The solution positions federal agencies to rapidly stand up surveys to advance their CX efforts and align with the President’s Management Agenda and Executive Order on Transforming Federal Customer Experience and Service Delivery to Rebuild Trust in Government.

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