As a discipline, ‘customer experience’ was born, developed and refined in the private sector. This presentation will focus on how this discipline can be applied to the public sector to ensure that the needs of citizens are the primary drivers in designing, enhancing and optimizing government programming. When applied correctly, promoting customer experience within the public sector can also help eliminate inefficiency and enhance the overall perception of government by its citizens.

Based on years of research, experience and three case studies, this presentation will propose an innovative framework for requirements driven efforts to advance customer experience in the public sector.
In addition to presenting a framework, the case studies will offer insight into the successes and challenges that customer experience efforts have in public sector organizations. Emphasis will be placed on how professionals and can gather and leverage requirements for the empathetic co-design of government programs that better serve citizens.

This presentation will conclude by promoting the role of business analysts and government leaders in furthering customer experience for citizens. It is hoped that this presentation will inspire the business analysis community to pursue improving public services with a customer experience lens as the new exciting frontier of building business capability.

Learning Objectives:

• Collaborating with citizens/customers.
• Tailoring customer experience and business analysis to non-traditional settings.
• Designing programs using requirements in a public sector and political landscape.
• How to include and position customer experience in the business analysis skillset.