APPENDIX A. 90-DAY ACTION PLAN
TASK
1. Set up meeting with boss / team to discuss Customer Service
Playbook.
2. Organize an internal event with 10 key stakeholders (“Customer
Service Task Force”) to engage in a persona-building exercise.
3. Circulate the personas to additional stakeholders for input and
finalization.
4. Re-engage the Customer Service Task Force to map your common
customer points of contact and core channels.
5. Use the Personas and Points of Contact to conduct a Journey
Mapping Exercise with the Customer Service Task Force and other
customer-facing personnel.
6. Leverage the lessons from the Journey Mapping Exercise to build
training modules, ideal interaction scenarios and supervisor tips for
coaching customer service employees to greatness.
7. Monitor activity and collect success stories that are incorporated
into regular meetings and ongoing feedback loops.
8. Analyze return on investment by channel, point of contact, persona
and cost / personnel impact to inform decision-making.
9. Present your findings to senior leadership and key decision-makers.
10. Send GovLoop a message telling your story so that we can
highlight your success and track stories from the use of this playbook.
TARGET
DATE
STATUS
NOTES
APPENDIX B. PERSONA BUILDING TEMPLATE
CUSTOMER
QUESTIONS
1. Describe Your Customers
Who are your ideal customers? What similarities exist among them? Think about your customer with
the following criteria in mind:

Demographics – age, gender, income, etc.

Psychographics

Behavior – similar likes and dislikes, sports, hobbies, etc.
2. Locate Your Customers
Where do your customers come to you for information? Is it a physical location or do they prefer
somewhere in cyberspace?

Where do they most frequently access information or services with you?

Where else might they be spending their time online or in-person?

How would they serendipitously connect with you?
3. Understand Their Decision-Making Process
How do your customer gather data to make a decision? Do they like to act quickly or learn as much as
they can to be an informed citizen?

Where do they begin their research?

What is their problem or need?

What are the benefits or incentives to finding a solution with you?
4. Connect with Current Customers
Have you reached out to current, ideal customers to gain additional insight into what led them to you
or typified their experience? Conduct interviews, formally or informally, and ask them:

Why did you originally interact with our organization?

Why do you continue to interact with us?

What do we do that others don’t?
5. Create Client Profiles (Personas)
Create profiles that describe specific segments of your customers. Ensure that the profiles are tangible
and concrete, so that you can envision this person and what would motivate them to find your business.

Describe clients in written profiles, called personas

Create a specific persona for each identifiable client group and name them

Include images of ideal clients, either real or a hypothetical individual
Persona 1
Persona 2
Persona 3
APPENDIX C. POINT OF CONTACT / CHANNEL ASSESSMENT TOOL
CUSTOMER
CHANNEL
Persona 1
Location 1
Email
Fax
Kiosk
Mobile App
Search Engines
SMS
Social Media
Telephone –SelfService
Telephone – Live
Service
Web Chat
Website
Location 2
Persona 2
Location 3
Location 1
Location 2
Persona 3
Location 3
Location 1
Location 2
Location 3
APPENDIX D. Journey Mapping Exercise and Assessment Tool
Create Initial Map
Evaluate and Prioritize
Add Detail to
Understand
Evaluate & Frame Issue
or Opportunity
Design New Experiences
Brainstorm Innovation
Create Persona
Evaluate Attitudes
Brainstorm Needs
Evaluate Needs
Map
Behavior
Consider Brand Attributes
Evaluate Issues
Select Innovation
Consider Trends
On Stage Experience
Prioritize Focus
Attitudes
Determine Impact
Back Stage Support
Define Roles and Processes
New Attitude & Behavior
Build CX Design Canvas
CX Hypothesis
Readout
JOURNEY MAPPING WORKSHOP INSTRUCTIONS AND FACILITATOR NOTES
Found at DesigningCX.com
GET READY
FACILITATOR’S MINDSET (Be mindful of team, time, and transitions)
1.
2.
3.
4.
5.
Confidence
Choreography
Context
Catalyze
Confirm
CONSTRUCT INITIAL MAP
MAP: Construct the Initial Map
Role of a first draft is simply to exist (assumptive map)
1.
2.
3.
4.
5.
Map each step of the journey (GREEN Post-Its. PROVIDED)
Map onstage people and things (RED, BLUE Post-Its)
Map customer’s attitudes/emotions (YELLOW Post-Its)
Add the backstage line (WHITE horizontal string)
Map backstage people and things (RED, BLUE Post-Its)
COACH’S MINDSET (Be mindful of team and attention)
1.
2.
3.
4.
Equip
Energize
Engage
Encourage
SETTING UP
1.
2.
3.
4.
PROVIDE INTRODUCTION & CRASH COURSE…
REVEAL THE JOURNEY MAPPING ACTIVITY
a. Identify the customer & story
EXPLAIN WHAT WE’RE GOING TO DO
a. Outline high-level steps (Map. Evaluate. Select. Solve)
b. Explain breakout approach (step-by-step, time blocked,
directing attention back & forth)
c. Focus on the method rather than on perfect answers
DIVIDE & GET READY
a. Divide into groups (5-7), rebalance as necessary
b. Everyone gets supplies: 1 sharpie, sticky-notes
c. Coaches ready the group, direct attention to center
EVALUATE: Identify areas worth digging into
Analogy: Like how an archaeologist decides where to dig
1.
Evaluate customer value points
a. Expectations met/unmet, promises kept/broken
b. Opportunities missed
c. RYG Stickers: R = fail/-, G = success/+, Y =
unknown/need-data
SELECT: Choose an area to pursue
Focus builds alignment & confidence that our actions will have impact
1. Identify top 2-3 areas to address: discuss as a group
2. Select 1: choose as a group
3. Add Line of Focus (ORANGE vertical string)
Share: “FOCUS { here } because…”
ADD MORE DETAIL
SOLVE FOR CX
MAP: Add more detail
SOLVE: Solve for customer experience
Look more closely where it counts
Routinely reframe, reimagine, redesign, redeploy experiences
1.
2.
3.
Identify 3 key people & things (re-organize/sort to highlight)
Add 3 primary action(s) that key people/things do to facilitate
the experience (GREEN Post-Its)
If you uncover anything missing on your boards, add it
EVALUATE: Assess the supporting cast
1.
Root cause analysis
a. 5 whys in three directions (on the map)
b. Nominal group technique
c. Write hunches: “Why? Because…” (PURPLE Post-Its)
2.
Brainstorm as a team how to solve
a. Identify most likely/important thing to address
b. Re-imagine the _______ process/experience (e.g., refund)
c. Ideate & select a solution direction
3.
Write an CX Solution Hypothesis:
a. WE BELIEVE { new experience }
b. ENABLED BY { full solution: people + process + tech }
c. WILL SOLVE { issue / opportunity }
d. RESULTING IN { benefit / value }
Moving the experience forward
1.
Evaluate if key people/things succeeded in moving experience
forward in a positive way - RYG Stickers (R = fail/-, G =
success/+, Y = unknown/need-data)
SELECT: Solve specific, meaningful problems
Attention is a scarce resource. Direct it with rigor and intent
1.
2.
3.
Identify top 2-3 areas to address: discuss as a group
a. Think most impact/value, meaningful/memorable
Select 1: choose as a group
Headline the problem/opportunity
Share: “SOLVE { this } because…”
APPENDIX E. JOURNEY MAPPING EVALUATION TOOL
Point 1
Point 2
Point 3
Point 4
Location
Need
Learn
Act
Receive
Redesign
Priority /
Rankings
Problem /
Opportunity
Emotion
Attitude
Persona
APPENDIX F. CUSTOMER-FACING EMPLOYEE ASSESSMENT TOOL
CUSTOMER / LOCATION
PERSONNEL
PERSONA 1
Location 1
Communications /
Social Media
Desk Agents
Field Personnel
Inspection Personnel
Phone Representative
Practitioner
Receptionist
Security Personnel
Web Chat Rep
Web Manager
Location 2
PERSONA 2
Location 3
Location 1
Location 2
PERSONA 3
Location 3
Location 1
Location 2
Location 3
APPENDIX G. CUSTOMER IMPACT SCORING TOOL
ORGANIZATIONAL IMPACT
CHANNEL
LOCATION
REDUCES
COSTS
DELIGHTS CUSTOMERS
Persona 1
Persona 2
Persona 3
MAXIMIZES
PERSONNEL
TOTAL
SCORE
APPENDIX G. CUSTOMER SERVICE PLAN TEMPLATE
The Digital Government Institute has several valuable resources pertaining to customer service in its knowledge center. Within that hub of
information, we found an excellent model for a customer service plan, which we share below.
[INSERT DEPARTMENT NAME]
[INSERT DEPARTMENT LOGO]
CUSTOMER SERVICE PLAN
[INSERT DATE]
This template includes directions and examples.
Please remove all text in italics and replace with content for your Department’s customer service
plan.
Please note that the total length of your plan should be approximately ten pages.
EXECUTIVE SUMMARY
The Executive Summary should be 1-1.5 pages. In this section, provide an overview of the purpose of the document, that it was required by Executive Order
13571, and overall goals for the department’s customer service efforts. The table below provides summaries of your department’s signature initiative and the 35 key services that will be the focus of the subsequent sections of the plan.
SIGNATURE INITIATIVE
Overview: [Brief description of the signature initiative that uses technology to improve customer service]
Timing: [High-level timeframe for implementation and/or key milestones of the signature initiative]
SERVICE 1: [INSERT SERVICE NAME]
[Insert name of implementing agency/division/program, if appropriate]
Overview: [Brief description of the Service]
Key Customer Groups: [Describe the Department’s target customer groups for this service, e.g., long-term unemployed; low-income veterans; tech-savvy
customers; small business; state governments]
Challenges: [Describe the key challenges the Department faces in serving these customers, e.g., long processing times; high call volume; low awareness of
service; high error rates in providing service]
Featured Actions: [Describe 1-3 key activities that the Department will undertake to improve this service]
SERVICE 2: [INSERT SERVICE NAME]
[Insert name of implementing agency/division/program, if appropriate]
Overview:
Key Customer Groups:
Challenges:
Featured Actions:
SERVICE 3: [INSERT SERVICE NAME]
[Insert name of implementing agency/division/program, if appropriate]
Overview:
Key Customer Groups:
Challenges:
Featured Actions:
SERVICE 4: [INSERT SERVICE NAME] (OPTIONAL)
[Insert name of implementing agency/division/program, if appropriate]
Overview:
Key Customer Groups:
Challenges:
Featured Actions:
SIGNATURE INITIATIVE
Overview: [Brief, high-level description of the signature initiative. Use the same text as in the table in the Executive Summary.]
Overview
In this section, describe one major initiative (“signature initiative”) that will use technology to improve the customer experience significantly.
Impact and Benefits
In this section, identify the various benefits of the signature initiative (e.g. public transparency, cost reduction, delivery acceleration, efficiency gains, direct
customer contact reduction) and estimate, if possible, the potential target impact of the benefits described in cost savings, customer hours saved, or improved
customer service.
Key Milestones and Timeline
In this section, describe the key milestones and timeframe for implementation of the signature initiative (e.g. planned start and completion dates, timing of key
activities, anticipated realization of primary benefits). The signature initiative should provide some tangible benefit by the end of Fiscal Year 2012; however, the
initiative need not be complete by then.
SERVICE #1: [INSERT SERVICE NAME]
[Insert name of implementing agency/division/program, if appropriate]
Overview: [Brief description of the Service. Use the same text as in the table in the Executive Summary.]
Key Customer Groups: [Describe the Department’s target customer groups for this service, e.g., long-term unemployed; low-income veterans; tech-savvy
customers; small business; state governments. Use the same text as in the table in the Executive Summary.]
Challenges: [Describe the key challenges the Department faces in serving these customers, e.g., long processing times; high call volume; low awareness of
service; high error rates in providing service. Use the same text as in the table in the Executive Summary.]
1. INCREASE FEEDBACK FROM CUSTOMERS
In this section, list at least two bullet points describing the activities that the Department will undertake to increase feedback from customers, such as:
mechanisms to collect ongoing, timely, and actionable customer feedback for the identification of early warning signals of customer service concerns; and
efforts to conduct more rigorous customer surveys. All feedback activities should be linked to their expected uses and benefits.

Activity 1 [Text in bullets should emphasize the intended benefit of the activity, and should also include an estimated timeframe. For example: Increase
workers’ awareness of safety and health standards by establishing a standing panel of worker rights groups for quarterly focus groups to develop and
refine an outreach strategy for vulnerable groups of worker beginning in Q1 of FY2012]


Activity 2
Activity x
2. ADOPT BEST PRACTICES FOR IMPROVING CUSTOMER EXPERIENCE
In this section, list at least two bullet points describing the activities that the Department will undertake to adopt best practices for improving the customer
experience, such as: redirect resources to cost-efficient and customer-preferred channels (e.g., creating self-service kiosks in walk-in centers; or increasing
website functionality to allow more self-service); evaluating and improving the entire customer experience with the Department (e.g., regular meetings of
heads of different service channels to discuss strategies to address emerging customer needs); coordinating with other agencies serving the same customer
groups to share common forms, materials, and processes (e.g., the IRS and the Department of Education collaborate to allow students to use their tax returns
to pre-populate their student aid application forms); and take action to ensure an accessible and usable customer experience for disadvantaged and hard-toreach customers (e.g., make website accessible in multiple languages).
 Activity 1 [Text in bullets should emphasize the intended benefit of the activity, and should also include an estimated timeframe. For example: Allow
customers to submit data or other information online by developing an online application with electronic authentication by FY 2013.]
 Activity 2
 Activity x
3. SET, COMMUNICATE, AND USE CUSTOMER SERVICE METRICS AND STANDARDS
In this section, list at least two bullet points describing the activities that the Department will undertake to set, communicate, and use customer service metrics
and target, such as: establishing measurable customer service targets (e.g., wait times for walk-in centers; processing time for a transaction; accuracy rate for
call center advice); monitoring and evaluating customer service performance in order to meet the established targets (e.g., quarterly review of key metrics with
the Deputy Secretary; posting an internal dashboard in call centers); developing new mechanisms that will allow customers to understand how long a
particular process will take (e.g., prominently posting common processing times online; announcing estimated wait time on customer hotline; providing
estimates of wait times in walk-in centers); enable customers to check where they are in a process and to estimate time to completion (e.g., enable customers
to check transaction status); and increasing accessibility of service contact information by publicizing this information across channels (e.g., on website, call
center, publications, correspondence).
 Activity 1 [Text in bullets should emphasize the intended benefit of the activity, and should also include an estimated timeframe. For example: Enable
complainants to check the status of their complaint online by end of FY12.]
 Activity 2
 Activity x
4. STREAMLINE AGENCY PROCESSES TO REDUCE COSTS AND ACCELERATE DELIVERY
In this section, list at least two bullet points describing the activities that the Department will undertake to streamline processes to reduce costs and accelerate
delivery, such as: identifying processes where duplicative and inefficient steps may be eliminated; and analyzing the most common customer inquiries and
implementing process changes to reduce the need for such inquiries.
 Activity 1 [Text in bullets should emphasize the intended benefit of the activity, and should also include an estimated timeframe. For example: Ensure
agency effectively acts on complaints by creating a new module that will alert managers and investigators to actions that need to be taken in order to
ensure that complaints are reviewed, assigned, investigated and concluded in a timely manner, by end of FY12.]
 Activity 2
 Activity x
[Repeat the same structure for all services]