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.
- Development of a customer experience strategy
- Development of service delivery models
- Application of human-centered design
- Customer journey mapping
- Best practice research
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.
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.
Customer service is a key part of customer experience, but the two are not the same.
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.
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.