Adobe’s Jonathan Benett: Understanding Touchpoints in Citizen’s Journey Key to CX Strategy

Jonathan Benett, technical director for government solutions at Adobe (Nasdaq: ADBE), said government agencies seeking to improve the customer experience need a strategy that enables employees at each touchpoint in a citizen’s journey.

“Improving the digital experience involves ensuring that citizens, businesses and employees can all solve their problems efficiently at each touchpoint,” Benett wrote.

He tackled the elements of a customer experience strategy and the potential role of a chief customer officer in driving that strategy.

“Helping everyone understand who their customers are, the major tasks they want to complete and the pain points in each customer journey is critical to any CX strategy,” he said.

Benett discussed the 21st Century Integrated Digital Experience Act and how it advances the use of digital forms to improve the experiences of government employees and citizens.

He noted that expressing to employees how their contributions facilitate the implementation of the CX strategy in support of the organization’s mission gives them “a sense of purpose and a strong connection to agency goals.”

Benett also cited the need for guidance and standards that could help agencies share the lessons learned and assess their progress. He mentioned Part 6 in the Office of Management and Budget’s Circular A-11, which directs agencies to establish goals and monitor their progress when it comes to improving CX and service delivery.

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