Footnotes

1   Data provided by FSA for fiscal year 2018.

2   The survey was conducted by the American Customer Satisfaction Index. FSA’s score is weighted based on the volume of borrowers (70% of the measure), applicants (25% of the measure) and students (5% of the measure) using FSA’s services.

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Social Media Methodology

Accenture conducted the social media scan using a social media intelligence platform. Using keyword searches, the team identified comments posted from November 2018 through February 2019 about each federal service on popular social media sites such as Twitter, Reddit, Instagram, Yelp, Google and other online forums. The majority (61%) of the posts ultimately included in the analysis were from Twitter. 

The team excluded posts primarily containing political commentary and grouped posts to identify themes in customer feedback for each federal service. The methodology allowed us to identify common trends in posts about each service and identify potential issues customers face but cannot be used to draw firm conclusions about the experience of the full range of its customers.   

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Web Experience Methodology

For each agency, we selected for review a set of web pages that provided information on how customers apply for or access one of the agency’s highest-volume services. 

We partnered with the Center for Plain Language to conduct this review. The center followed the same methodology it uses to assess plain language for its annual ClearMark awards for a range of organizations and its annual Federal Plain Language Report Card for the government. This process involved developing two profiles of typical users for each set of agency web pages. The user profiles helped focus reviews on typical tasks, for example, an individual applying for a green card for the first time.

Two plain-language experts individually and independently reviewed and scored each set of pages, using five plain-language criteria to assess each site. They rated each criterion on a five-point scale:

• Information design and navigation.
• Pictures, graphics and charts.
• Style or voice.
• Structure and content. 
• Understanding of audience.

The reviewers then met to reach consensus on strengths and weaknesses of each site and to assign a letter grade based on their ratings. 

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Detailed Methodology for Our Review of Indicators That Customer Experience Is a High Priority

We reviewed each agency and service against indicators that customer experience is a high priority using the following criteria.

Commitment to customer experience

The agency, subagency or bureau:

1. Includes high-quality customer experience in its strategic goals.

Criteria: 1) Customer experience with the agency’s services is listed in the strategic plan as one of the organization’s top priorities, or a supporting goal of one of the priorities; 2) the strategic plan provides specific actions the agency will take to improve customer experience.

2. Specifies customer feedback as a key measure of the organization’s performance.

Criteria: There is a performance measure included in the agency’s strategic plan, annual performance report or on performance.gov that is based on feedback directly from customers.

3. Has a senior executive with the responsibility and authority to lead customer experience efforts.

Criteria: Based on a review of the agency organizational chart and online descriptions of leadership positions, the agency has an executive who meets the following criteria: 1) customer experience is their primary responsibility; 2) they report to the head of their organization, or a deputy; 3) their work spans all major service delivery channels (e.g., online services, contact centers, face-to-face services).

4. Has a process for standardizing across channels the information and guidance provided to customers.

Criteria: At least two service delivery channels have integrated knowledge management systems so that when content for customers on one channel is updated, it is updated on the other channel.

5. Shares meaningful customer feedback with the public.

Criteria: In alignment with the Office of Management and Budget’s guidance on CX measurement, the agency makes public customer feedback that: 1) represents multiple service delivery channels; 2) provides details into different aspects of the experience (e.g., beyond overall customer satisfaction).

Customer service basics

For the most common services provided, customers can:

1. Complete frequently used transactions online.

Criteria: Based on a review of the agency’s website, customers can complete all major services or
transactions online.

2. Easily find information to call an appropriate representative.

Criteria: The agency’s website provides a clear explanation of which number to call for specific issues or provides one number that customers can call to get routed to the appropriate person.

3. Schedule in-person appointments.

Criteria: Based on a review of the agency’s website, customers have the ability to schedule appointments for in-person services.

4. Obtain status updates.

Criteria: Customers can get real-time updates through an online or self-service channel.

Customer feedback

The agency, subagency or bureau collects and analyzes data and information on customer perceptions:

1. Of specific interactions, including website visits, phone calls and in-person appointments.

2. Of the customer journey through a series of interactions or multistage processes that build toward a specific goal.

3. Of the overall service the organization provides.

4. Through qualitative research, such as customer interviews, focus groups, analyzing comments on social media, or direct observation.