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Customer Experience

Measurably Improve Your Relationship With Your Customers

The Customer Experience (CX) CoE collaborates with agency stakeholders and staff to address complex challenges that impact the experiences of their customers. We transform data-driven insights discovered through research into innovative solutions that ultimately solve customer needs.

Service Offerings

  • CX Strategy
  • Human-Centered Design Tools and Processes
  • Customer and Agency Research
  • Service Design
  • Customer Insights

Latest Updates

November 02, 2023

Federal CX Summit to be Held Virtually November 16

By the Customer Experience Center of Excellence

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August 08, 2022

A Holistic Approach to Service Delivery: Customer Experience (CX) CoE asks, ‘Are your customers at the center?’

By the Customer Experience Center of Excellence

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June 30, 2022

Announcing the CX Maturity Model

By the Customer Experience Center of Excellence

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October 08, 2020

Thirteen Plays of Our Customer Experience Approach

By the Customer Experience Center of Excellence

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January 23, 2020

HCD, UX, and CX: Why Their Differences Matter and Why They Don’t

By The Customer Experience Center of Excellence Team

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December 18, 2019

The OneUSDA Ecosystem: Visualizing the Connections Between USDA Customers, Services, and Agencies

By The USDA Customer Experience Center of Excellence Team

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December 17, 2019

HCD: Focusing on People to Solve IT Problems

By The Customer Experience Center of Excellence Team

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November 13, 2019

USDA Chatbot Prototype: Using Artificial Intelligence to Connect Customers to Knowledge at Scale

By The USDA Customer Experience Center of Excellence Team

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October 28, 2019

The Journey to Affordable Housing for Seniors

By The HUD Customer Experience Center of Excellence Team

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September 24, 2019

Bringing Together CX and the Integrated Digital Experience Act to Modernize USDA Web Experiences

By the USDA Customer Experience Center of Excellence

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July 23, 2019

Using CX to Help New Producers Fund Their Farms

Our Challenges

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May 01, 2019

How Do You Use a Journey Map?

[This is the third in a series of three articles on customer journey maps: what is a customer journey map, how to read them, and how to use them to improve your customers’ experiences.]

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April 24, 2019

How Do You Read a Journey Map?

[This is the second in a series of three articles on customer journey maps: what they are, how to read them, and how to use them to improve your customers’ experiences.]

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April 17, 2019

What Is a Customer Journey Map?

[This is the first in a series of three articles on customer journey maps: what they are, how to read them, and how to use them to improve your customers’ experiences.]

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April 10, 2019

How Customer Experience (CX) Can Help Your Agency

Every organization wants to put customers first. But before you can meet customer expectations, you first have to fully, and deeply understand your customers, their challenges…and ultimately, the human needs they’re looking at you to fulfill.

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March 27, 2019

An Overview of the Customer Experience (CX) CoE Activities and Progress at USDA

The Customer Experience Center of Excellence (CX CoE) aims to improve the digital and human experiences of USDA customers—our nation’s agricultural producers, consumers, and users of public lands—using human-centered design, service design, user experience, and design thinking to identify and meet the core human needs at the heart of every customer’s interaction.

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September 18, 2018

CX Strategy: Customer Service and Customer Experience - What's the Difference?

Customer service is a key part of customer experience, but the two are not the same.

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August 17, 2018

Customer Journey Analysis for the USDA Direct Farm Loans Program

The Customer Experience Center of Excellence followed a customer journey mapping model for the Farm Service Agency (FSA) to evaluate the experience of producers and service center staff in applying for and processing direct farm loan applications.

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August 03, 2018

In the Field for Farm Loans Customer Research

Field Horizon in Hollis, Oklahoma

Hollis, Oklahoma

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May 22, 2018

Update from Hollis, Oklahoma

Vrinda Gupta, a CX CoE researcher, conducts a ‘card sort’ activity with a farmer in Hollis, Oklahoma. After an in-depth interview about the farmer’s experience of the direct loan process, card sorting was used to capture which of the proposed solutions would be the most beneficial to improve the direct loan experience for farmers.

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May 21, 2018

Farm Loan Personas

Three Key FPAC Personas View the PDF

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May 17, 2018

The Journey Map Process

Customer Journey Mapping (CJM) is intended to guide program development and decision making and help operationalize a customer-centric approach at USDA.

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