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

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

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