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White House Amends OMB’s Circular A-11 to Boost Gov’t Customer Experience

The Office of Management and Budget introduced on June 29 a new part of its Circular A-11 that instructs government agencies to craft customer experience frameworks and guides on how to manage customer experience improvement efforts, NextGov reported Monday.

The guidance covers the departments of Veterans Affairs, AgricultureCommerce, Treasury and State. Official reporting on such initiatives from those agencies will start in the first quarter of fiscal year 2019.

The guidance requires agencies to determine customer experience in seven domains: customer satisfaction, confidence/trust, service quality, ease, efficiency, equity of process and employee helpfulness.

An OMB senior official said the modification to the A-11 guidance is in line with the President’s Management Agenda, noting, “It is the first step toward a broad federal CX [customer experience] improvement and lays the groundwork to create common structure, elements and measurable improvements in customer satisfaction by using the principles and practices proven by leading private sector organizations.”

Stephanie Thum, executive strategist for the Customer Experience Professionals Association, said the addendum to the A-11 guidance was an “evolution” of what federal CX professionals have been pushing.

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