Five-Year Stock Performance Of CustomerExperience Index (CXi) Leaders VersusLaggards Versus S&P 500 (2007 to 2011)Source: Harley Manning Blog, Forrester, September 14, 2012 (Results from Watermark Consulting)
Understanding Your CustomerWho are yourcustomers?What are thecustomers’expectations?What are thedrivers tosuccess?
How does your customer want toaccess information or services?Anytime, anywhere on any device
Obstacles to Successful CXForrester Research: The State of Customer Experience Management, 2013
Top Changing Customer Expectations• Trust in Federal government going down.• Technology trends continue along the same path with mobiletechnology and social media being critical delivery channels.Smartphones are being integrated into our lives more than ever. TVsare being more integrated into our online lives.• Fusing of physical and digital worlds – cars, clothes, appliances.• Multi-media – videos, pictures continue to increase.• Want the right experience a the right time across multiple devices.• Search continues to be a critical way to find useful, relevantinformation in a timely way.• Phone continues to be a critical channel to provide information to thecustomer.
Our customers’perceptions of theirentire experience withOCSIT staff, productsand services. GSA/OCSIT: What iscustomer experience?
BenefitsBetter understanding of our customers and their needsBetter products and services due to customer feedbackImproves brand recognition, adoption, satisfaction with andloyalty to OCSIT’s products and servicesImproves our value proposition leading to resourcejustificationImproves trust in governmentIncreases employee engagementBuilds OCSIT’s capacity to assist agencies to better servetheir customers.Drives process improvement – commitment to total qualityWhy is Customer ExperienceImportant?
Involvement and buy-in ofleadershipUnderstand what your customersvalueTreat your customers the way youwant to be treated.Tell customer stories wheneverpossibleSolicit customer and employeeideas for improving customerexperienceMeasure the customer experience BestPractices
PrinciplesWe will:ALL take responsibility to providean experience that exceedsexpectations.Engage, listen and resolve.Design business from the outsidein, not the inside out.Incorporate customer experienceas a key success metric ineverything we do.Make every contact with thecustomer an opportunity toinfluence their experience.
What did we do?• Obtained leadership buy-in.• Kicked off the initiativethrough an All Handsmeeting to begin educatingeveryone on CX.• Created a CustomerExperience working groupto serve as champions
What did we do? (cont‘d)Each program should:• Create a plan for self improvement ofcustomer experience• Create baseline customer experiencemeasures by adapting loyaltymeasures and applying them to yourprogram• Present results of customerexperience metrics quarterly• Use customer experience bestpractices as much as possible
Keynote SpeakerArmy Major Nicholas MillerChief Information OfficerArlington National Cemetery
UNCLASSIFIEDArlington National CemeteryHonor – Remember – Explore
UNCLASSIFIED• Cemetery History • Mission & Vision • Transforma3on • Applica3ons Overview and Demo • Moving Forward Outline
UNCLASSIFIEDArlington’s History • Established during the American Civil War on the grounds of the Arlington House in 1864 • Arlington House was most famously owned by General Robert E. Lee & Mary Anna Cur3s Lee – descendant of Martha Washington. • To assist in healing a na3on once divided, sec3on 16 was dedicated to confederate dead in 1900. • Tomb of the Unknowns dedicated on Armis3ce Day (now Veterans Day) in 1921 Arlington Today • Conduct an average of 7,000 annual burials • Receive over 3.1 million annual visitors • Present Day Size: 624 Acres Arlington Na3onal Cemetery Facts
UNCLASSIFIEDMission and Vision MissionOn behalf of the American people, lay torest those who have served our nation withdignity and honor, treating their families withrespect and compassion, and connectingguests to the rich tapestry of the cemeterysliving history, while maintaining thesehallowed grounds befitting the sacrifice ofall those who rest here in quiet repose.VisionAmericas premier military cemetery - Anational shrine - A living history of freedom -Where dignity and honor rest in solemnrepose.
UNCLASSIFIEDq Public Interac3ons q Over 70,000 calls annually q Over 25,000 public inquiries & faxes q Headstone Photo Capture q Collect over 262,978 Headstones/Niches q Records Digi3za3on q Scan over 350,000 Records of Interment q Scan over 290,000 Grave Cards q Scan over 190,000 Daily Logs (Interment Packet) q Geospa3al Data Layer Development: q Grave Plots (290,839) q Headstones (215,602) q Niche Wall / Columbarium (73,725)Transforma3on through Data Development Data Challenge: Collec3on of 150 years of history with varying policy, naming conven3ons, literacy rates, and adap3ng to todays database standards. iPhone app custom built for capturing headstone photos Scan paper records and integrated into ANC Databases Field Collect and manually integrated into ANC Databases It’s all about the data!Retooled exis3ng Army ISO20000 cer3ﬁed call center for ANC requirements
UNCLASSIFIEDANC Explorer Android Search DetailsImage Route1 2 3 4
UNCLASSIFIEDANC Explorer Web Public Web Map Viewer from www.arlingtoncemetery.mil
UNCLASSIFIEDMoving Forward ANC Expansions q Columbarium 9 Dedica3on May 9th (20,296 niches)q Millennium Project Ground Breaking (late 2013) q Navy Annex Design (late 2013) ANC Explorer App Enhancements q 2013 Aerial Imagery Update (10 cm) q Mobile Tablet Workﬂow Development q Tours (Pre-‐established and User Deﬁned) q Loca3on Based Services (i.e. What’s Nearby) q Geofenced Audio Tours q Emergency No3ﬁca3ons q Self Guided Tours q Enhanced Rou3ng Features q Accessibility q Diﬃculty Ra3ng q Quickest Route
UNCLASSIFIED“Honor – Remember – Explore” PVT William ChristmanFirst Burial3 May 18641861–65CIVIL WAR WWI1917–18 1941–45 1950–53 1959–75 1983 1988General Pershing19 July 1948Audie L Murphy6/7/1971General Ridgway(CSA)JUL 30 1993Freedman’s VillageSection 2715 July 1867General Creighton AbramsSEP 6 1974WWII KOREA VIETNAM LEBANON 9/11SOMALIA1LT Clyde PlymelNOV 8 1983SGT James JoyceOCT 8 1993Pentagon 9/11 Group BurialSEP 12 2002IRAQAFGHANISTAN2001 2001-PresentCPL Ira HayesFEB 2 1955
Interactive PanelOvercoming and Improving CustomerService Challenges in GovernmentScott Frendt, Vice President, Public Sector CRMSolutions, OracleAbraham Marinez, Customer Engagement Advisor,Department of EducationKim Taylor, Director Web Services, Office of PublicAffairs and Consumer Education, Food Safety andInspection Service, USDAFacilitator: Steve Ressler, Founder & President,GovLoop