At the 2024 Federal News Network CX Exchange, one message stood out: public expectations of government services are changing—and agencies must evolve their digital experiences to keep pace.
Michael Roe, Product Manager at HCLSoftware, underscored a critical shift in mindset. “You want to make sure that you have targeted, relevant, personalized experiences,” he said. “Know something about the folks that are using the experience and deliver that to them.”
Roe’s advice echoes the Biden administration’s broader CX agenda: simplify services, build accessibility in from the start and design with the user in mind. It’s not just about modernization—it’s about meeting mission delivery with empathy and precision.
Personalized digital experiences aren’t optional—they’re expected
With the majority of federal web traffic now coming from mobile devices, Roe emphasized digital experiences need to mirror the personalization users already receive from the private sector. This means designing for real people, not abstract user types—and continuously refining based on what the data tells you.
Metrics matter—but only the right ones
Agencies can take a cue from marketers by capturing behavioral signals like hover time and click paths. These insights tailor content delivery and simplify user navigation, improving the overall service journey.
Human-centered design is now mission-critical
Journey maps, persona development and front-line feedback loops are becoming standard tools in federal CX. Roe made it clear: successful experiences start with empathy and are sustained through agile, data-informed iteration.
Don’t overlook your employees—they power the customer experience
“Employee experience is probably at least as important as the customer experience,” Roe noted. Frontline teams are the bridge between digital and human service touchpoints. Equipping them with the right tools—especially those traditionally used in marketing—can lead to more informed, effective citizen interactions.
Accessibility isn’t a feature—it’s a foundation
Digital equity and accessibility remain uneven across agencies. Roe called attention to the need for better tooling and deliberate design choices to close these gaps.
