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STATE OF CALIFORNIA Franchise Tax Board
Customer Experience Management Development Program Project
Pam Paulson & Alicia Acosta 2017 / 2018 Management Development Program Customer Experience Project June 5, 2018
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Agenda
Customer Experience (CX) Defined Benefits to Customers and CaliforniaBenefits to Customers and California Management Development Program (MDP) ProjectManagement Development Program (MDP) Project Co-Creation ProcessCo-Creation Process Findings and RecommendationsFindings and Recommendations Other FTB CX EffortsOther FTB CX Efforts
Customer Experience | Management Development Program 2
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Customer Experience - What is it?
Customer Experience is how customers perceive their interactions with an organization.
Interactions is defined as any time you and your customers have a two way exchange.
Good CX happens when customers think an interaction was:
Effective - met a needEasy - fast, intuitive, simpleEmotion - felt heard, respected, confident
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Customer Experience - What is it?Customer's feelings about:
Quality of ProductCompetitive PricingSuperfast DeliveryAbility to Track DeliveryReturn PolicyCustomer Service
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Customer Experience - What is it?FTB Customers judge CX by:
Easy to understand instructions
Easy to File Tax ReturnTimely RefundsClear noticesSelf Service OptionsGreat Customer Service
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Who Benefits from CX?
TaxpayersConfidence / Trust
Ease of interactionsTimely information / assistance
FTB
Savings and EfficienciesIncreased ComplianceIncreased Use of Self-Service Options
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MDP Project Assignment
Learn CX Principles and Co-Creation Process
Apply Co-Creation Activities to On-Boarding Process'Validate Co-Creation Tool
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Findings and RecommendationsTouch Points:
Conditional Job OfferBackground CheckOfficial Job OfferFirst Day Arrival TrainingTrainingGraduationFirst 30 Days on the Job
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Findings and RecommendationsTouch Point #2: Background Check
Sam's InsightsNervous Unsure Apprehensive (checked) Anxious (checked) Confused (checked)
Findings
Eager to completeEmpathetic & Helpful staff
Opportunities
Status UpdateExpectations re:timeline
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Findings and RecommendationsTouch Point #3: Official Job Offer
Sam's Insights
Excited Grateful Relieved Uncertain (checked) Anxious (checked)
Findings
Personalized Phone Call
Opportunities
Provide Written job offerPre-arrival Letter
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Findings and RecommendationsTouch Point #4: Arrive at FTB
Sam's Insights
Welcomed Encouraged Excited Disoriented Overwhelmed (checked)
Findings
Exec. Mgmt. Welcome
Opportunity
Tour of CampusMeet Supervisorsaccess to personnel Specialist
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Findings and Recommendations
The Value of Co-Creation:
Focus on EmotionJourney OrientedOutside-In Perspective
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Other FTB CX EffortsCX Education and Awareness
Additional Co-Creation Efforts
Audit "Pathways" Curriculum
IT Enterprise Intake ProcessCustomer Service Representative Training and RetentionBuild CX into EDR2
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Questions?
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STATE OF CALIFORNIA Franchise Tax Board