GSA Releases Customer Experience Playbook

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The government released a go-to guide for customer experience practitioners.

Customer experience professionals across the federal government have a new resource to help them begin—or beef up—customer-focused initiatives.

Released Tuesday by the General Services Administration, the Customer Experience Playbook “represents a synthesis of ideas” gathered from interviews with customer experience and human-centered design experts in government.

The 30-page playbook supports three major Trump administration initiatives: the President’s Management Agenda, cross-agency priority goals and GSA’s Customer Experience Center of Excellence. It contains relevant information for customer experience newbies through professional customer experience practitioners.

Contributors to the playbook include personnel from GSA, the departments of Agriculture and Veterans Affairs, the Office of Management and Budget, the Presidential Innovation Fellows, and consultants ICF and Dorris Consulting International.  

Customer Experience across the government lags—in some cases woefully so—behind the experiences consumers tend to have with other industries. Federal agencies routinely rank last among industries in customer experience rankings, but efforts begun under the Obama administration and continued under President Donald Trump have elevated the importance of serving customers.