Page 18 - FCW, November/December 2019
P. 18

Customer Experience
The role of
CX in digital transformation
The push to improve the customer experience is intertwined with agencies’ modernization efforts
Greg Simons
Vice President, Support Services and Business Development, SAP NS2
users experience provides necessary data points to guide the digital transformation. The process puts user experience at the forefront of design.
• SAP Qualtrics uses sentiment data to gain insight into the customer experience. These collected and analyzed data points can then be used to set goals for harmonizing operational data (what is known about a user or process) with experiential data (choices, perspectives and decisions by users). The
end result drives more value from enterprise solutions and empowers users to positively impact their experience.
Focusing on the employee experience
Some agencies are already shifting their perspective on improving employee experiences. From a government point
of view, let’s consider employees at state agencies and at the Defense Department.
THE NEED FOR agencies to strike a balance between user experience and security has an impact on both the speed and scale of digital transformation. For instance, customers expect the same experience on any device — for any transaction, workflow or report. This expectation puts the balance between customer demand and security at the forefront of building custom solutions and/or the acquisition of COTS offerings. Expectations also drive design and deployment strategies as well as funding decisions.
Agencies can use data to inform their customer experience initiatives. New and upcoming technologies — such as machine learning, bots, predictive analytics and sentiment data — can provide information and analysis on how users interact with a solution. This same data can be used to identify opportunities for all types of innovation,
from business process design to a better
user interface/user experience, streamlined workflows and improved presentation of data. SAP Qualtrics is a good example of a tool that agencies are using to help gather, analyze and leverage this type of data to improve the customer experience.
Gaining insight into customers
There are other tools and techniques agencies can use to ensure that their digital transformation strategies incorporate customer experience goals:
• Design thinking is a process that
can be leveraged to immerse system and solution architects in the user experience.
It helps what has traditionally been an engineering task and shifts the focus to gain perspective and empathy for the end user and do so at all levels, from the casual user to expert and extreme users. Understanding — and, more importantly, feeling — what
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