Supporting Statement B for 3206-0236 Improving Customer Experience_20200909

SUPPORTING STATEMENT B

FOR PAPERWORK REDUCTION ACT SUBMISSION

3206-0236 Generic Clearance for Improving Customer Experience

(OMB Circular A-11, Section 280 Implementation)

Data collection methods and procedures will vary; however, the primary purpose of these collections will be for improving service delivery; public sharing of this data is limited to the context described in Supporting Statement A.

1. Universe and Respondent Selection

The activities under this clearance may involve samples of self-selected customers, as well as convenience samples, and quota samples, with respondents selected either to cover a broad range of customers or to include specific characteristics related to certain products or services.

Results will not be used to make statements representative of the universe of study, to produce statistical descriptions (careful, repeatable measurements), or to generalize the data beyond the scope of the sample. The specific sample planned for each individual collection and the method for soliciting participation will be described fully in each information collection request.

Qualitative research interviews and surveys are tools used by program managers to change or improve programs, products, or services. The accuracy, reliability, and applicability of the results of these surveys are adequate for their purpose.

The samples associated with this collection are not subjected to the same scrutiny as scientifically drawn samples as they are not meant to be interpreted similarly.

2. Procedures for Collecting Information

Data collection methods and procedures will vary and the specifics of these will be provided with each collection request. The Agency expects to use a variety of methodologies for these collections. For example, the Agency or its contractors may use commercial survey-specific software to automate its collection and analysis of feedback. In addition to physical copies, information collection instruments may be electronically disseminated and/or posted on target pages of the Agency’s web site. Telephone scripts, personal interviews, and focus groups with professional guidance and moderation may also be used.

3. Methods to Maximize Response

Information collected under this generic clearance will not yield generalizable quantitative findings; it can provide useful customer input. The use of the government-wide standard customer feedback measures and recommended methods for implementing (asking no more than the 7 questions, plus up to two free response, asking these questions as close to the transaction as possible) are aimed at increasing response rates of feedback surveys.

4. Testing of Procedures

Pretesting may be done with internal staff, and no more than nine external colleagues who are familiar with the programs and products.

5. Data Analysis:

No attempt will be made to generalize the findings from these three groups of activities to be nationally representative or statistically valid. They are meant to compliment and help to contextualize performance and evaluation data as part of a three-pronged approach to understanding Federal program implementation and opportunities for improvement (Performance, Evaluation, and “Feedback” data¹).

Customer Research: Insights gleaned from qualitative customer research may be presented publicly in the format of a conceptual user persona or customer journey map. Customer research can take anywhere from 6 weeks for a short sprint to a full fiscal year, depending on the specific project. The Agency expects most journey mapping efforts to last approximately 6 months, with a user persona and journey maps ready for feedback (both from internal and external to government stakeholders) within one month of completing customer research.

Publicly available Journey maps will include specific language to contextualize their use and will be included in specific requests. This language can include something like:

What should I know about journey maps?

Journey maps are living documents—continually refined and revisited. There is never

a “final” version, and these maps are meant to serve as a summary of the voices of

actual customers of U.S. Government services. A map may not precisely document

the way a Government program is meant to be navigated, accessed, or used. It might

not capture every government program or resource available to a customer segment.

However, it is the product of a qualitative research approach to gather insights from

customers’ actual experiences. These findings can help us to identify areas for

high-impact improvements across delivery channels and organizational silos.

Customer Feedback: Once touchpoint surveys are implemented at transaction points along the customer journey interacting with Federal services, data from the A-11 Standard CX Feedback survey will be submitted to OMB quarterly for review and publication in a summary dashboard on performance.gov.

This data will include:

• Specific transaction point at which the survey was administered

• Total volume of customers that interacted at this transaction point during the given quarter

• Total volume of customers that were presented the survey

• Total number of customers who completed the survey

• Mode(s) of collection (ex. online, over mobile, over the phone, paper form)

• Specific survey instrument that shows the Agency’s wording of standard A-11 CX Feedback survey

• Distribution of the responses across the 5 point Likert scale for each of the standard questions

The purpose of collecting volume and response numbers is to share customer feedback measures in context of the response rate and total volume of responses to qualify interpretation of the CX feedback data.

Testing of Services and Digital Products: Similar to Customer Research, this can range from a short two-day rapid feedback from users within an Agile product development sprint or longer effort to gather more extensive feedback from multiple physical locations.

5. Review and Evaluation Procedures:

The Agency will work to ensure the streamlining of all customer research and feedback surveys under this clearance. The Agency will also work to reduce existing customer feedback surveys and questions into alignment with the A-11 Standard CX Feedback survey as part of a coordinated Agency-wide customer program. The information to be supplied on these surveys will not be duplicated on any other information collection.

5. Data Dissemination:

This new request will enable the U.S. Office of Personnel Management to act in accordance with OMB Circular A-11 Section 280 to ultimately transform the experience of its customers to improve both efficiency and mission delivery, and increase accountability by communicating about these efforts with the public.

5. Contact Person(s):

Amy Yu

1900 E Street NW, Room 5416

Washington, DC

Amy.Yu@opm.gov

(202) 606-2927

1 https://ssir.org/articles/entry/time_for_a_three_legged_measurement_stool

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