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MICHELE BARTRAMChief Customer Experience Officer, U.S Census Bureau
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Using Data to Improve Customer Experience at the US Census Bureau
MicheleBartramCustomerExperienceOfficer(CXO),
U.S.CensusBureau
April13,2017Granicus#DCComm17
LinkedIn:MicheleBartramTwitter:@MicheleBartram
Email:[email protected]
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WHOISTHECENSUSBUREAU&
WHATDOWEDO?
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DATA COLLECTION: What Data Do We Collect & Publish?§ 3CENSUSES:
1. PEOPLE:TheDecennialCensusofPopulationandHousing countseveryresidentoftheUnitedStatesevery10years,assetforthintheConstitution.§ ThenextDecennialCensusDayisApril1,2020,just3yearsaway!
2. BUSINESSES:EconomicCensus ofallAmericanbusinesses&theeconomy.3. GOVERNMENTS:CensusofGovernments(State&Local)
§ 14ECONOMICINDICATORSreports- eachreleasedonaspecificschedule.
§ 130+SURVEYS doneeveryyearforCommerceandotherfederalagencies§ Topicsrangefrom:education,healthcare,lawenforcement,andconsumerspendingto
manufacturing,constructionandforeigntrade§ Includesournation’slargestsurveyson:
§ Households:AmericanCommunitySurvey(ACS)§ Businesses:AnnualRetailTrade
AllCensusBureauSurveysandPrograms:https://www.census.gov/programs-surveys/surveys-programs.html
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DATA DISSEMINATION: How Do Customers Use Our Data?
§ APPORTIONMENT&REDISTRICTING§ DeterminethedistributionofCongressionalseatstostates,includingapportioningseatsintheU.S.Houseof
Representativestodefininglegislaturedistricts,schooldistrictassignmentareas,andmore.§ PLANNING&BUSINESSDEVELOPMENT
§ Makeplanningdecisionsaboutcommunityservices- Ex.buildingroads&schools§ Decidewheretolocateormarketyourbusiness.Poweryourowndataproducts.
§ FUNDING§ Applyforgrants(fornon-profits).§ Distributemorethan$400Binfederalfundstolocal,stateandtribalgovernmentseachyear,frompublichealth&
educationtoinfrastructureimprovements.§ AGESEARCH&GENEOLOGY
§ QualifyforSocialSecurityandotherretirementbenefits;Passportapplications.§ Proverelationshipinsettlingestates;Researchfamilyhistoryorahistoricaltopic.
§ ACADEMICorJOURNALISTICRESEARCH§ Usedataforaresearchprojectorjournalismstory.
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TheCensusBureaudistributesandteachesusershowtouseourdata.Usersinclude:federal/state/localgovernments,businesses,academia,non-profits,journalists,andtheAmericanpeoplefor:
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HOWDOWEASSESSOURCUSTOMERS’EXPERIENCE?
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What is Customer Experience (CX) Data?
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Source:DanoneNutricia CaseStudy:TheData-drivenMother’sJourney–byChristopherNashatSitecore
CXdatareveals:§ acustomer’sINTENT and§ whatisMEANINGFUL andRELEVANT tothecustomerass/heprogressesalongtheirjourneywithyourbrand
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The Total Census Customer eXperience (CX)is Comprised of the eXperience of these 5 Segments
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1. SX=Surveyrespondents’eXperience
2. DX=Datausers’eXperience(businesses,journalists,academia,K-12teachers,governmentagencies- federal,state,local,tribal,andthegeneralpublic)
3. PX=Partners’eXperience(national,local,survey-specific)
4. GX=Governmentoversightentities’eXperience(Congress/GAO;WhiteHouse/OMB/Department
5. EmX=Employees’eXperienceisattheY sincetheydeliverCXtointernalandexternalstakeholders
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CEM: Customer Experience Management systemCensus Bureau’s custom integrated analytics platform
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AdvancedMapping
DataIntegration
BusinessRules
AdvancedAnalytics*
EventDrivenAlerts*
Visual Analytics in Real Time
Security/AccessControls
AnywhereAccess
PersonalizedDashboards
*Future
• AnyDataFormat(API/Flatfile/database)• InternalorExternal:Web,ContactCenter(Phone/
Chat/FAQs/Email),E-newsletters,SocialMedia,CRM PLUS,stakeholderfeedbackfrom:
üMailtestsüFocusgroupsüIn-personfieldinteractions
üPubliceventsüSurveysüAdvisoryCommittees
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Customer Insights are at the Center of Our Data Dissemination Transformation
Analyses&reco’saresharedwiththebroaderCensusdisseminationcommunity
Dataisintegratedforcentralizedanalysis
Updatesaremadetowebsite,products,ortools
Customerfeedbackisgenerated
CUSTOMERWhoareCensus’s
customers?Whataretheirunmetneeds?
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ACTION DATA
INTEGRATION&ANALYSISRECOMMENDATIONS&SHARING
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WHATCXINSIGHTSHAVEWEACTEDUPON?
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§ RESULTSè Usingnew“Official”design,improvedACSresponsewhilesaving$19M.
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#1:AnswerACSrespondent’squestion“What’sinitforme?”whileaddressingconcernsofPrivacy,Trust&Legitimacy
SURVEY RESPONDENTS Direct Mail for American Community Survey
§ Evaluatedmessaging,designandsequencingofAmericanCommunitySurveycommunicationsonacontrolvs.alternativeoptions,includingenvelopes,pre-noticeletters,postcards,multilingualbrochures,andtheACSquestionnaireform.
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DATA USERS- Website Users by FrequencyPages Popular with Frequent vs. Occasional vs. First Time Visitors
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§ FirstTimers:usepopulartopicslikeIncome&PovertyandsimpletoolslikePopulationClock,andQuickFacts
§ FrequentRepeaters:usemoresophisticatedtoolslikeAmericanFactFinder,andUSATrade“Perspective”
67%Frequenters
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All Data Users’ Satisfaction with Products, Tools & Interactions
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• Shape represents survey• Size represents number of
related interactions (Excluding Visits)
• Color Represents proximity to current month (Darkest=Current month)
INSIGHT:Dissatisfactionwithandlowutilizationof
DataVisualizationsACTION: Improvequality&
quantityofimagery
INSIGHT: Easierdatadrill-downwantedACTION: ReplacewithnewDataExplorationtoolData.census.gov
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DATA USERS- Casual to FrequentAll Digital Channels and Multimedia
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Visualizations,Infographics&Video Data.census.govDataExplorationPlatform
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DATA USER- General Public, Business, MediaSocial Media
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§ AUDITINSIGHTS:§ Oversaturatingsomechannelsè Cut
backmostPinterest,someFacebook§ Lackofevergreencontentthatconveys
ourvalueè EvergreenworksbestonFacebookforus
§ UnderutilizingLinkedInè Added3-4posts/week;Webinarsaredoingbesthere!
§ RESULTS:After6months,followers&engagementarewayup!
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DATA USERS: DevelopersSoftware Developer Tools “City SDK”
§ INSIGHT:State/localJavascriptdeveloperstoldusinhackathonsandfocusgroupsthatitwashardtolearnhowtoprogramwithourdata.
§ ACTION:Combined3CensusAPIsintoonesimple“SmartCity”ServiceDevelopmentToolkitcalled“CitySDK.”§ Easiertolearnandtomashupanyother
opendatafromotherAPIs,savinghoursofcodingtime.
§ RESULT:Developeron-boardingtimeDROPPED fromover12hourstounder4
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https://uscensusbureau.github.io/citysdk/
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DATA USERS: All SegmentsOutbound Email Newsletters with Granicus
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EmailRebootCampaign§ ToImprove
§ Qualityoftemplatesandcontent&admintraining
§ Revisedtopiclist§ ToImplement
§ A/Btestingandanalysis§ Increasedfrequencyfor
highsubscribertopics§ Addemailsign-upsvia
overlaypop-upandtopicpages
EmailActionsUnderWay
INSIGHTS:§ Usesmustsubscribetogetemails:Lessthan400of32MCensus.gov
visitorssignupforemailssincesignupishiddeninthefooter.§ Usersmustreceiveemailstoengage: 66%ofsubscribersand152
topicswith>1,000subscribersHAVENOTreceivedcontentin90Days.§ Usersmustlikethefrequency,formatandcontent ofyouremailsto
increasetheirengagement.Lowopenandclickrates.
GranicusEmailAuditInsights
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Customers Need Content Adapted to their Level of Familiarity with the Topic
§ Identify whichtypesofcustomersshouldbeawareofandusingyourcontentandwhatleveloffamiliaritytheymighthavewithit.
§ Research thewordingandvisualcluesthatgroupneedsforthattopic.§ Develop seach-optimizedverbalandvisualcontent(text,images,interactivetools)usingthephrasesandimagestoappealtothataudience.
DISCOVER
1- “Convinceme”I’maNOVICE.
GROW
3- “Advanceme”I’manEXPERT.
LEARN
2- “Teach/Remindme”I’mvaguelyFAMILIAR.
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DATA USERS- Population Data SeekersSearch Engine Optimization (SEO) of Web Content
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§ INSIGHTS:§ PopulationExperts:KnowthatCensushas
atoolcalled“PopulationClock”or“PopClock”andsearchforthatonGoogle
§ PopulationNovices:Don’tknowthelingosotheyusesearchphraseslike“howmanypeopleliveintheUS”or“populationofusa”
§ Future ACTIONS:§ Add,thenanalyze,someofthese“novice”
searchphrasestothePopulationClockwebpageandeasierpopulationtools
§ Addfamiliarandexpertphrasestothepopulationlandingpagesandtables