Customer Experience
Works to develop a better understanding of customer needs and helps translate those findings into actions.
The Customer Experience (CX) CoE demonstrates the business value of customer experience as a discipline, works with agencies to develop a better understanding of their customers and their needs, and helps translate those findings into actions that create outstanding experiences. CX is the product of an interaction between an organization and a customer over the duration of their relationship.
Service Offerings
- Development of a customer experience strategy
- Development of service delivery models
- Application of human-centered design
- Customer journey mapping
- Best practice research
Latest Updates
Bringing Together CX and the Integrated Digital Experience Act to Modernize USDA Web Experiences
Web modernization isn’t just a good idea: It’s the law, as laid out in the 21st Century Integrated Digital Experience Act (IDEA), which was passed in December 2018 and unifies existing US government mandates about improving federal agencies’ web experiences…with deadlines.
Using CX to Help New Producers Fund Their Farms
Our Challenges
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.]
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.]
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.]
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.
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.
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.
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.
In the Field for Farm Loans Customer Research
Hollis, Oklahoma
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.
