Seven out of the 10 bottom feeders in Forrester’s Customer Experience (CX) Index – Forrester’s ranking of 900 global brands on the ease, effectiveness and emotion they deliver in their customer interactions – are government agencies. Furthermore, five of the six organizations that ranked very poor in the rankings are federal agencies, according to Forrester’s new Government CX Index report.
The report, which publishes tomorrow, also shows that only one federal agency out of the 18 evaluated manages to instill pride and optimism in most of its customers, and just two agencies leave a majority of customers thinking that the agencies are good examples of “how the government should be”.
Forrester identified four factors that will drive great customer experience at federal agencies:
- Make customers feel valued
- Resolve customers’ issues and problem quickly
- Speak the customer’s language
- Understand the customer’s needs