MICHELE BARTRAMChief Customer Experience Officer, U.S Census Bureau

Using Data to Improve Customer Experience at the US Census Bureau

MicheleBartramCustomerExperienceOfficer(CXO),

U.S.CensusBureau

April13,2017Granicus#DCComm17

LinkedIn:MicheleBartramTwitter:@MicheleBartram

Email:Michele.J.Bartram@census.gov

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:

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

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

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

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

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.

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

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

DATA USERS- Casual to FrequentAll Digital Channels and Multimedia

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Visualizations,Infographics&Video Data.census.govDataExplorationPlatform

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!

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/

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

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.

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

ContactMe:§ LinkedIn:MicheleBartram

§ Email:Michele.J.Bartram@census.gov

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