4. U.S. General Services
AdministrationChangingCustomerExpectationsMartha DorrisDeputy
AssociateAdministratorOffice of CitizenServices
&InnovativeTechnologies
5. Delivering a BetterCustomer Experience
6. Leaders in CustomerExperience
7. Five-Year Stock Performance Of CustomerExperience Index
(CXi) Leaders VersusLaggards Versus S&P 500 (2007 to
2011)Source: Harley Manning Blog, Forrester, September 14, 2012
(Results from Watermark Consulting)
10. Understanding Your CustomerWho are yourcustomers?What are
thecustomersexpectations?What are thedrivers tosuccess?
11. How does your customer want toaccess information or
services?Anytime, anywhere on any device
12. Obstacles to Successful CXForrester Research: The State of
Customer Experience Management, 2013
13. Top Changing Customer Expectations Trust in Federal
government going down. Technology trends continue along the same
path with mobiletechnology and social media being critical delivery
channels.Smartphones are being integrated into our lives more than
ever. TVsare being more integrated into our online lives. Fusing of
physical and digital worlds cars, clothes, appliances. Multi-media
videos, pictures continue to increase. Want the right experience a
the right time across multiple devices. Search continues to be a
critical way to find useful, relevantinformation in a timely way.
Phone continues to be a critical channel to provide information to
thecustomer.
14. Our customersperceptions of theirentire experience
withOCSIT staff, productsand services.GSA/OCSIT: What iscustomer
experience?
15. BenefitsBetter understanding of our customers and their
needsBetter products and services due to customer feedbackImproves
brand recognition, adoption, satisfaction with andloyalty to OCSITs
products and servicesImproves our value proposition leading to
resourcejustificationImproves trust in governmentIncreases employee
engagementBuilds OCSITs capacity to assist agencies to better
servetheir customers.Drives process improvement commitment to total
qualityWhy is Customer ExperienceImportant?
17. Involvement and buy-in ofleadershipUnderstand what your
customersvalueTreat your customers the way youwant to be
treated.Tell customer stories wheneverpossibleSolicit customer and
employeeideas for improving customerexperienceMeasure the customer
experienceBestPractices
18. PrinciplesWe will:ALL take responsibility to providean
experience that exceedsexpectations.Engage, listen and
resolve.Design business from the outsidein, not the inside
out.Incorporate customer experienceas a key success metric
ineverything we do.Make every contact with thecustomer an
opportunity toinfluence their experience.
19. What did we do? Obtained leadership buy-in. Kicked off the
initiativethrough an All Handsmeeting to begin educatingeveryone on
CX. Created a CustomerExperience working groupto serve as
champions
20. What did we do? (contd)Each program should: Create a plan
for self improvement ofcustomer experience Create baseline customer
experiencemeasures by adapting loyaltymeasures and applying them to
yourprogram Present results of customerexperience metrics quarterly
Use customer experience bestpractices as much as possible
21. Keynote SpeakerArmy Major Nicholas MillerChief Information
OfficerArlington National Cemetery
22. UNCLASSIFIEDArlington National CemeteryHonor Remember
Explore
23. UNCLASSIFIED Cemetery History Mission & Vision
Transforma3on Applica3ons Overview and Demo Moving Forward
Outline
24. UNCLASSIFIEDArlingtons History Established during the
American Civil War on the grounds of the Arlington House in 1864
Arlington House was most famously owned by General Robert E. Lee
& Mary Anna Cur3s Lee descendant of Martha Washington. To
assist in healing a na3on once divided, sec3on 16 was dedicated to
confederate dead in 1900. Tomb of the Unknowns dedicated on
Armis3ce Day (now Veterans Day) in 1921 Arlington Today Conduct an
average of 7,000 annual burials Receive over 3.1 million annual
visitors Present Day Size: 624 Acres Arlington Na3onal Cemetery
Facts
25. UNCLASSIFIEDMission and Vision MissionOn behalf of the
American people, lay torest those who have served our nation
withdignity and honor, treating their families withrespect and
compassion, and connectingguests to the rich tapestry of the
cemeterysliving history, while maintaining thesehallowed grounds
befitting the sacrifice ofall those who rest here in quiet
repose.VisionAmericas premier military cemetery - Anational shrine
- A living history of freedom -Where dignity and honor rest in
solemnrepose.
28. UNCLASSIFIEDq Public Interac3ons q Over 70,000 calls
annually q Over 25,000 public inquiries & faxes qHeadstone
Photo Capture q Collect over 262,978 Headstones/Niches qRecords
Digi3za3on q Scan over 350,000 Records of Interment q Scan over
290,000 Grave Cards q Scan over 190,000 Daily Logs (Interment
Packet) qGeospa3al Data Layer Development: q Grave Plots (290,839)
q Headstones (215,602) q Niche Wall / Columbarium
(73,725)Transforma3on through Data Development Data Challenge:
Collec3on of 150 years of history with varying policy, naming
conven3ons, literacy rates, and adap3ng to todays database
standards. iPhone app custom built for capturing headstone photos
Scan paper records and integrated into ANC Databases Field Collect
and manually integrated into ANC Databases Its all about the
data!Retooled exis3ng Army ISO20000 cer3ed call center for ANC
requirements
29. UNCLASSIFIED ANC Internal Management System
30. UNCLASSIFIEDANC Explorer Android Search DetailsImage Route1
2 3 4
31. UNCLASSIFIEDANC Explorer Web Public Web Map Viewer from
www.arlingtoncemetery.mil
32. UNCLASSIFIEDMoving Forward ANC Expansions q Columbarium 9
Dedica3on May 9th (20,296 niches)q Millennium Project Ground
Breaking (late 2013) q Navy Annex Design (late 2013) ANC Explorer
App Enhancements q 2013 Aerial Imagery Update (10 cm) qMobile
Tablet Workow Development qTours (Pre-established and User Dened) q
Loca3on Based Services (i.e. Whats Nearby) q Geofenced Audio Tours
q Emergency No3ca3ons q Self Guided Tours q Enhanced Rou3ng
Features q Accessibility q Diculty Ra3ng q Quickest Route
33. UNCLASSIFIEDHonor Remember Explore PVT William
ChristmanFirst Burial3 May 1864186165CIVIL WAR WWI191718 194145
195053 195975 1983 1988General Pershing19 July 1948Audie L
Murphy6/7/1971General Ridgway(CSA)JUL 30 1993Freedmans
VillageSection 2715 July 1867General Creighton AbramsSEP 6 1974WWII
KOREA VIETNAM LEBANON 9/11SOMALIA1LT Clyde PlymelNOV 8 1983SGT
James JoyceOCT 8 1993Pentagon 9/11 Group BurialSEP 12
2002IRAQAFGHANISTAN2001 2001-PresentCPL Ira HayesFEB 2 1955
34. Interactive PanelOvercoming and Improving CustomerService
Challenges in GovernmentScott Frendt, Vice President, Public Sector
CRMSolutions, OracleAbraham Marinez, Customer Engagement
Advisor,Department of EducationKim Taylor, Director Web Services,
Office of PublicAffairs and Consumer Education, Food Safety
andInspection Service, USDAFacilitator: Steve Ressler, Founder
& President,GovLoop
