Once upon a time, surveys had meaning. However, today, if you buy a toothbrush, you are sent a five-page survey on customer satisfaction.

Let us say you are trying to comply with the December 2021 Executive order to improve citizen experience with your federal website. What kind of feedback do you expect from a typical citizen who cannot take another survey?

Today, we sat down with Matt Chong from Federal Qualtrics. They take a different approach to improving a citizen’s website experience. Qualtrics has been in business for fifteen years and is used in eighty-five of the Fortune 100. Qualtrics has a unique way of listening to users: by leveraging unstructured data.

During the interview, Matt Chong admits that one can listen to a phone call and get a good guess at citizen sentiment. However, given limited resources, this approach does not scale. Qualtrics has the technology to look at conversational analytics. They can have a conversation and can generate an enormous amount of insightful information quickly.

Even if you had a staff of dozens, you would not be able to accomplish the speed this innovation takes from unstructured data.

Matt Chong shows you how to go from “listening” to “understanding” to being able to act on the information provided. You can automate the tedious job of call volume, website visits, and citizen profiles into one system that puts you in the driver’s seat when it comes to analysis.

Federal websites have gone beyond HTML and heat maps. The maturity of understanding citizens is at the next level – the level needed to be able to improve the customer experience at many distinct levels.

Follow John Gilroy on Twitter @RayGilray

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