Federal employees and service delivery partners are committed to serving the public, but need the right tools to maximize their impact. This is especially evident in the delivery of government services, programs, and information, which are often provided through federal contact centers that serve the public across multiple interaction channels such as call/voice, web portals, chat, text, and more.
Digital transformation initiatives are poised to equip federal service providers with the tools necessary to deliver next-generation customer experience (CX), improving service delivery, consistency, quality, and speed. Yet maintaining momentum with digital transformation depends on gaining and sustaining buy-in with agency leaders under increasing pressure to contain costs and justify new technology expenditures.
To maintain or regain digital transformation progress, federal programs will need to demonstrate value that resonates with agency leadership, oversight organizations (e.g., OMB and GSA), and citizens whose tax dollars fund these technology investments. Here we discuss strategic approaches to demonstrating and communicating quantifiable, outcomes-based value that can help federal programs gain stakeholder buy-in for continued momentum with digital transformation initiatives.
Prioritize robust metrics collection
Today’s technology enables the collection and analysis of comprehensive contact center performance metrics that inform and accelerate digital transformation efforts. By establishing comprehensive metrics collection and tracking processes, federal programs can capture the full impact of these initiatives to make the case for continued (or increased) investment. Key metrics include:
- Key Performance Indicators (KPIs) demonstrate service excellence through concrete evidence of operational improvements. This often includes first-call resolution rates, average issue/call handle times, and containment rates that quantify efficiency gains and productivity improvements resulting from automation and streamlined digital processes. Metrics that track technology utilization can also reflect agent engagement with new digital tools, ensuring investments in technology and training track to practical use.
- Financial Impact Measurements quantify cost savings and drive spending decisions. For instance, per-interaction savings metrics can track and compare the savings of interactions handled by an Intelligent Virtual Assistant (IVA) with those handled by human agents to aid cost-containment decisions. Considering call resolution and satisfaction rates alongside cost can help programs balance budget with quality and CX considerations. Tracking percentage reduction in total call volume can reflect increased adoption in digitally enabled self-service options. Finally, future cost projections (e.g., anticipated cost savings over a multi-year digital contact center initiative) can help programs advocate for digital transformation as a long-term investment.
- Citizen-centric success metrics demonstrate CX and satisfaction to help justify investments with taxpayers as well as agency leadership. For example, reductions in caller/agent friction and repeated information entry can reduce citizen frustration and build trust and satisfaction with government services. Faster turnaround times across interaction channels demonstrate improved responsiveness that the public notices and values.
- Channel-specific performance metrics can help program leaders allocate budgets by revealing which digital channels provide the most value as well as high levels of service. Tracking spend enables cost-per-interaction comparisons, and advanced analytics can then reveal which channels provide the best cost-to-satisfaction or cost-to-resolution ratios. These metrics enable data-driven investment decisions to maximize both CX and fiscal responsibility.
Focus on mission outcomes to communicate value
Demonstrating value across a range of stakeholders requires tailored messaging and selecting the metrics categories that resonate with each audience, while maintaining focus on how digital initiatives are achieving mission outcomes.
- Communicating with agency leadership includes emphasis on the scalability potential of digital contact center operations. Highlighting the built-in security compliance of FedRAMP-authorized technology platforms helps leaders see the risk-mitigating value of investments. Metrics that demonstrate both cost savings and increased citizen satisfaction help leaders map digital transformation investments to a range of mission objectives.
- Engaging with oversight organizations and the public entails framing results in terms of taxpayer value, including improved access to government services, tax dollars saved, and streamlined public service. Demonstrating accountability with transparent reporting helps gain buy-in for continued investment. These efforts provide proof of how digital transformation initiatives directly improve citizen access while reducing per-service costs.
- Building momentum with demonstrated value enables agencies to use proven results to secure additional transformation funding and create replicable models for scaling across similar federal operations and contact centers.
Federal agencies that commit to comprehensive metrics collection, consistent performance tracking, and mission-focused value communication will be positioned to succeed in robust digital transformation initiatives. They also will set themselves on the path to securing the ongoing support necessary to scale improvements across their operations. The combination of operational excellence, financial responsibility, and citizen satisfaction creates a compelling case for continued investment in digital government services.
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