EGUIDE TO THE
CUSTOMER EXPERIENCE

THE CUSTOMER EXPERIENCE IS EVERYTHING
Digital transformation is
occurring rapidly acrossbusiness and government.
Today’s society is movingfrom a brick-and-mortar
world to a hyper-connecteddigital ecosystem where anomnichannel capability isneeded to meet and evenexceed the expectations ofcustomers.
Customer engagement
represents a positive,
value-creating relationshipbetween customers and anorganization throughout thecustomer journey.

View the infographicCustomer
perceptions andactions are shapedby the amountof effort they must
expend to obtain
service.

4 Primary Predictors of Citizen Satisfaction

itimeliness andefficiency ofprocesses

clarity andaccessibility ofinformation
received fromagencies

courtesy andprofessionalismof customer
service staff

quality offederal
websites

Citizen Satisfaction with Federal
Government Services
ACSI (0-100 scale)

WORKING AT THE
SPEED OF THE
CUSTOMER

70686664
6260

Following three years of steadyerosion ending in an all-time lowscore, citizen satisfaction with theU.S. federal government rebounds
in 2016, increasing 6.4% to 68.0
on a 0 to 100 scale.
ACSI Federal Government Report, 2016
Source: American Customer Satisfaction Index
Federal Government Report 2016

Government
agencies must be
prepared to provide
services to citizens
across almost any
media and channel,
from traditional todigital.

LEARN MORE

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

The Significance of Customer
Engagement: An Investigation into
Customer Lifetime Value
Every interaction that a citizen has with anagency is consequential, as it contributes to that
person’s overall impression of, and engagement
with, the government. Read this Frost & Sullivan
research to understand how customer
engagement is critical to the concept ofCustomer Lifetime Value.
Review the research

Customer Engagement: FromInteractions to Relationships
Well-planned and executed customer
engagement programs improve a customer’s
journey. This Aberdeen Group researchstudy outlines the four building blocks
necessary to drive engagement and explains
how delivering consistent and personalized
messages through omnichannel interactions
can provide an exceptional customer
experience.
Review the research

LEARN MORE
The Fundamentals ofDigital Transformation
Government must embark on digitaltransformation to stay relevant, keep up
with the speed of their customers andresponsibly utilize public funds. Understandthe challenges of taking legacy experiences
into the digital world and the five key steps
agencies can take to minimize disruption
and boost adoption of new digital
capabilities.
Read the eBook

ARE YOU DIGITALLY TRANSFORMINGTHE CUSTOMER EXPERIENCE?
Citizens are becoming increasingly digital, using multiple devices on different
platforms and expecting access to government services 24/7/365. But government
also serves multiple generations with varying degrees of technical know-how andpreferred methods of interaction. Regardless of the channel, agencies need toreact quickly or they will struggle to accomplish their missions.
In addition to serving an increasingly mobile customer base, government ischallenged with replacing legacy systems while lacking adequate funding,expertise and resources. Measuring the customer satisfaction performance offederal agencies also differs from the business world, where profit determines
success. To be successful, government must provide a seamless customer journeythat is as easy for the customer as it is for the team who delivers the service.

Digitally Transforming theCustomer Experience
The shifting demand from voice- to nonvoice based customer service requires atransformation from what you have to whatcustomers expect.
Watch the on-demand webinar

2017 Connected Citizen Report
Government agencies need to understandhow Americans are engaging on a local andfederal level so their organizations canprovide the right tools to deliver higher
quality service, faster.
Read the report3 CORE PRINCIPLES OF CUSTOMER EXPERIENCE

PROACTIVE,
INSTANTPERSONAL,
RELEVANTCONTROL,CHOICE

Exceptional customer
service gets ahead ofissues and resolves them
before they become
problems for the customer.

Memorable customer
experiences are deliveredby using personal
information to provide
service in a relevant way.

Automation brings value tothe customer journey when
it gives customers thefreedom and flexibility tochoose how and when toengage.

KEYS TO AN EXCEPTIONAL CUSTOMER EXPERIENCE
Today’s digital citizens demand a consistent experience across multiple touchpoints. They want to perform
simple tasks online, but when the need arises, they want to interact with a knowledgeable expert. Theyalso want a seamless transition from one touch point, such as a kiosk or website, to other touch points
including voice calls, online chat, SMS text or video. Avaya provides high-quality, seamless customer
interactions with a next-gen multi-touch, context-driven customer engagement solution that offers:

Omnichannel
Experience

Enterprise-wide
Engagement

Actionable
Insights

addresses the challenge of adisjointed, time-consuming
and frustrating customer
journey

addresses the challenge ofconsolidating contextual datafrom disparate systems

addresses the challenge ofunderstanding citizen
satisfaction and pain points

LEARN MOREOMNICHANNEL EXPERIENCE

Government Contact Center
Satisfaction Index

Government call centers often have little integration or automation ofchannels “behind the scenes.” Some agents handle voice calls, e-mailand customer chat requests separately from other channels,
sometimes outside of the contact center. This can cause the customer
journey to be disjointed and frustrating. An omnichannel experiencecan provide customers with information in a personalized manner thatis easy for both citizens and agents, regardless of the channel andnumber or type of touch points used.

Read the report

Watch the video

The primary driver of citizen satisfaction
with contact centers is the interaction witha professional representative. Agencies
must use technology to enhance a rep’s
ability to carry out the agency mission, notreplace the 1:1 interaction citizens expect.

Call it what you will: Multi-Channel,
Omnichannel – It Isn’t about theContact Center
The customer experience is not just about
the contact center. Instead, it’s about
seamlessly supporting customers acrosstheir entire journey regardless of where,
when, how and with whom it happens.
Read the article

Mastering Omnichannel
Customer Engagement
Great customer experiences can deliver
huge benefits to services for citizens.
Explore ways to maximize the channels
and touch points customers use to contact
you, and how to proactively deliver
outstanding, personalized experiences foreveryone.
Read the white paper

LEARN MOREENTERPRISE-WIDE ENGAGEMENT
Customer-facing engagement and support processes are spread
across disparate departments and teams, each responsible for adifferent part of the customer journey. Agencies need solutions thatorchestrate customer interactions by consolidating data from diverse
systems and providing instant customer intelligence to help makeinformed decisions. Each customer interaction needs to haveenterprise team engagement that is optimal, responsive, informed andseamless.

Watch the video

Executive Guide: 7 Things You Didn’t
Know Were Possible with Self Serviceand Automation
Combining agent-assisted service and self
service to create innovative, multimodal
customer experiences.
Read the guide

The Definitive Planning Guide for
Improving the Customer Experience
You Deliver
Follow this step-by-step planning guide tocreate a strategy and roadmap to increase
your customer experience, your contact
center’s effectiveness, and internal returnon investment.
Read the guide

Doing Less with More: How toImprove Customer Experience on aShrinking Budget
How does an agency improve thecustomer experience while simultaneously
dealing with a shrinking budget, a smaller
workforce and maybe even a hiring
freeze?
Read the article

ACTIONABLE INSIGHTSLEARN MORE

Analytics allow government agencies to access and effectively use
vast amounts of data in a timely manner to learn vital information not
only about customer interactions and their experience, but also
leverage and expand on things that the agency does well. This
goldmine of information can help agencies to better understand citizen
satisfaction and pain points to better discover and remediate troubled
areas in real time.

Leveraging Big Data to Fine
Tune Customer Experiences
The need for customer journey
analytics is simple: data solutions of
the past simply won’t meet the nextgeneration customer needs of today
and the future. Learn about four core
initiatives to start you on a path tomaximize your customer journey
analysis efforts.
Read the article

Customer Journey Analytics vs.
Traditional Analytics—Know theDifference

Watch the video

A customer engagement platform
redefines the way you engage withdigital customers. Learn three ways
customer journey analytics standapart from traditional reporting andanalytics.
Read the article

Challenges:
o1,600+ offices had
individual PBXs andproducts that were near orat end-of-lifeoInflux of Baby Boomers
coming of age for SocialSecurity

Solution:
Nationwide network built
on a cutting-edge Voiceover IP (VoIP) telephonysolution manages anaverage of 400,000+ calls
daily

Streamlines andconsolidates systems,
cutting costs by up to 50%

Eliminates costly analog
lines from a local
telephone company

Citizens who are at retirement age, aredisabled or have lost a loved one expect anddeserve well-managed programs that provide
timely and accurate payments. To handle anexpected 33 million calls on the SSA’s National
800 number, the agency must implement
secure and cost-effective improvements thatmodernize information technology
infrastructure to keep up with the pace of
citizen needs.

IT and Telecom Modernization: A Converged Voice and Data Network
SOLUTION

SOCIAL SECURITY
ADMINSTRATIONCALL CENTERS

The Telephone System Replacement Program (TSRP) replaced the SSA’s existing worldwide telephonesystems with IP technology that created a converged voice and data network, enabling a high-quality
citizen service experience. The result is streamlined field office operations, improved response times andservice levels, higher availability, and lower cost of ownership and operation. The Avaya solution, which
includes a 55,000-agent contact center with carrier-class unified messaging and comprehensive interactive
voice response (IVR) capabilities, is able to:• deliver faster, more efficient call handling through skills-based routing that matches each caller’s inquiry
to the most appropriate agent, with a consistent, user-friendly ‘look and feel’ for agents• consistently achieve high levels of customer satisfaction• provide security capabilities that protect citizen information and support for disabled users• enable redundancies that help seamlessly support contact centers in four regions of the United Statesand position the agency for the future with plans to increase the number of soft phones, teleworking and
VoIP capabilities
Read this article about how Avaya technology enabled the Social Security Administration
to process half a billion calls through a new, modernized phone system.

VETERANS’HEALTHCARE

The number of veterans relying on
Department of Veterans Affairs (VA)
healthcare has increased substantially,
even as the veteran population has
declined. To successfully meet growing
demands, the agency must address both
aging former service members who often
face chronic conditions and younger
veterans with physical and/or mental healthconditions resulting from recent service.

Challenges:
oo

Veterans’ healthcare
needs are growing in
number andcomplexity
Security is as
important as quality
care and patient
experienceInnovative Solutions for Advancing the Quality of Veterans’ Healthcare

To better address evolving needs, the VA could benefit by streamlining healthcare delivery through a patient“anywhere” experience using technology that can support patient demands—from public and private clinics
and hospitals to home-based care options.
• Imagine a mobile clinical collaboration solution that keeps providers, patients and caregivers securely
connected 24/7/365 via smartphones and tablets so patients receive the right care at the right time.
• Patients can connect with providers to confirm appointments and ask questions through an omnichannel
experience involving social media, web chats, video conferencing or telephone.
• Patients can receive care and proactive monitoring through mobile applications for intelligent wearable
devices no matter where they are located—at home, on the road, or in a hospital.
• Rural patients can receive treatment using real-time interactive video conferencing, which can provide
remote assessments and treatment from a team of medical professionals located around the world.



Deliver quality
experiences wherever
patients are locatedEnhance patientmonitoring throughautomated solutions
Secure networks with
innovative capability
for device isolation

SOLUTION

Solution:

Read this article on 11 Ways Avaya Technology Can Improve Veterans’ Healthcare.

4 CRITICAL INNOVATIONS THAT WILL DRIVE
FUTURE CUSTOMER EXPERIENCES
Government agencies must create an unmatched, seamless customer journey that is as easy for the citizen
as it is for the customer service agent. With changing customer demands and needs, it is paramount thatgovernment agencies move not just to a digital world to serve the American people, but to a smart, digitalworld that incorporates these four innovations:
Enriches a customer’s journey byenabling seamless engagement acrossall devices and channels, delivering aconsistent experience for both thecustomer and the agency.

Easy-to-use desktops are a powerfuldriver for agent productivity andcustomer satisfaction, delivering anengaging experience for both agentsand customers.

360-Degree
CustomerContext

ExtremeAnalytics

Intuitive Agent,
Expert andSupervisor
Workspaces

Artificial
Intelligence for
CustomerExperience

Provides powerful intelligence about acustomer’s journey enabling the best
customer experience, smartest agent
and most personalized, predictive andproactive experience possible.

AI methods can enable machinelearning to model customer languageand dialog interactions, providing
intelligent conversations and the ability
to answer queries or resolve issues on
any channel in real-time.

DELIVER THE EXPERIENCE YOURCUSTOMERS EXPECTLEARN MORE

Customer Engagement
Solutions: Driving Customer
Lifetime Value to New Heights
Consumers around the world expect
unique treatment and proactive
engagement from companies they
do business with. They demanda consistent experience acrossmultiple touch points, both physicaland digital.
Read the data sheet

A Pure-Play Digital Customer
Engagement Platform•

Multi-channel and multi-touch, plus aview of a customer’s contact path.

•Provides analytics and turns it into
insight so your contact center becomesa strategic center.
••

Can work with legacy systems—pulls
data in from a variety of systems andintegrates.

•Standards-based modules that can be
put together—easy-to-configure snapins can be used in a variety of ways tocustomize your solution.
Spend less time managing thetechnology and more time designingsystems to move forward.

As pressure grows to digitize more
processes from end to end, why fallbehind? Offer your customers
a truly differentiated experience—
personalized services, with fullcontext, across all touch points fromone end of the customer journey tothe other.
Read the data sheet

HOW TO ENGAGE WITH AVAYA GOVERNMENT SOLUTIONS
Avaya’s purpose-built single omnichannel solution gives you complete integration and management of yourtraditional phone and digital channels, letting you personalize every step and possibility of customer interactions
with your agency.
Government agencies in 42 countries, including the national governments of nine out of the 10 largest
economies, depend on Avaya solutions to ensure mission critical communications and system security.
Contact Avaya Government Solutions today to learn how you can get started on delivering the experience yourcustomers expect.

Contact Federal Government
Solutions Team:703-539-4570 or
1-800-492-6769

Find a Certified Avaya
Government Partner:

PARTNER LOCATOR

14