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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

September 24, 2019

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.

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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

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 PersonasView 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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