CITY OF ORLANDO
DIGITAL PLATFORM AND SERVICE DESIGN TEAM
The City of Orlando turned the COVID-19 pandemic challenge into an opportunity to transform its customers’ experiences. The City created the first at-scale, city-wide citizen experience (CX) feedback and measurement program to manage the customer experience. The City uses CX data to make customer experience improvements and help build a strong service culture among city employees. And Orlando has been a pioneer in measuring and managing resident trust in government.
The Digital Platforms and Service Design (DPSD) Team, led by Matthew Broffman, is responsible for implementing resident feedback and sharing customer experience (CX) data across the city. From 2017 to 2019 the team built orlando.gov, a Digital City Hall which launched with more than 300 services and allows residents to do business with the city on any device, 24 hours a day. The team also created the Digital Service Academy to collaborate with city employees to bring their services online.
The team applied Qualtrics’ digital experience management platform to give department directors access to real-time CX data and to automatically route residents who have a negative experience to the correct manager to close the loop. Analytics tools embedded in the platform enable city staff to quickly identify the key drivers that determine a positive or negative experience, and ways to increase residents’ confidence in the city’s services. The city’s CX improvements have increased individual service satisfaction by up to 45%. The City’s trust rating started at 71% (slightly higher than the national average, according to Gallop research) and since instituting experience management practices has achieved monthly averages of up to 80%, with an overall average of 74%.
The DPSD team has been able to increase individual service satisfaction for dozens of services by analyzing individual key drivers and closing the gap between operational data and experience data. Additionally, the City has built a digital citizen feedback panel that allows staff to understand what is important to the community and create the services and policies Orlando citizens want and need.