Quality Metrics for
State of Local
Governments
How to manage your
Citizen Experience

Donald Stapley
NACo PAST PRESIDENT
• 20 years as County Supervisor of Maricopa County, AZ
(4th largest County in America, 4.6 Million population)
• Past President of NACo
• Donaldstapley@gmail.com

Jacob Holdaway
STATE AND LOCAL GOVERNMENT
• 9+ years of professional experience in government IT
technology
• Engages with State and local leadership across the country
to improve citizen and employee experience
• Member of NACo, NIGP, NLC, NASPO
• jacobh@qualtrics.com

Jason Reid
STATE AND LOCAL GOVERNMENT
• Head of State and Local Government team at Qualtrics
• 9+ years of professional experience in government IT
technology
• Engages with State and local leadership across the country
to improve citizen and employee experience
• Member of NACo, NIGP, NLC, NASCIO, NASTD
• jreid@qualtrics.com

Why did you get into government service?

QUALITY METRIC is MEASURABLE
can be MONITORED
is COMMUNICATED / LEARNED FROM
can be QUICKLY OBTAINED
ACTIONABLE / act upon to IMPROVE
what is a qualtric?

“Has the County identified or established Quality
Metrics in and across all of your many departments
that are measurable, monitored, can be quickly
obtained, learned from, shared with your leadership
team and / or with the public and then in addition can
be acted upon to improve the performance of the
County?”

Research Schools teach and use Qualtrics
The top 100 rated research schools
in America choose Qualtrics

Business Schools teach and use Qualtrics
The top 100 rated business schools
in America choose Qualtrics

American Higher Education Chooses Qualtrics
Over a million students are
taught the Qualtrics Standard
every year

current private companies valued at
1 BILLION and above
FORTUNE’S UNICORN LIST
fortune.com/unicorns/qualtrics-155

Amazon didn’t kill the retail industry…… complicated process and bad experience
Netflix did not kill Blockbuster…………. complicated process and bad experience
Uber did not kill the taxi business……... complicated process and bad experience
Apple did not kill the music industry …… complicated process and bad experience
Airbnb did not kill the Hotel industry……. complicated process and bad experience
Technology by itself is not the real disrupter…
Being non-customer centric is the biggest threat to any business

No organization today is immune from the Amazon
effect. The $89 billion retail giant can seemingly give
customers what they want, how they want it and when
they want it (in some cases, within hours), expect a
similar experience everywhere—not just from their
companies but also from their government.”
“
WSJ
What is the Amazon effect?

Compared to the 10-industry customer
satisfaction score of 75.9, government
ranks last as 65.1
AMERICAN CUSTOMER SATISFACTION INDEX

EXPERIENCE MATTERS

miami-dade
county
table of organization
B strategic area
2016-2017

• Data security standard
• Audit trail, visibility standard; Who has access to the data, what type & what did they do with it?
• Scale or scoring standard across all departments and divisions
• Sharing and collaboration standard for data
• Minimal or threshold data requirement for citizen & employee feedback
• Standard for data automation - avoiding outdated data/manual processes through integration
• Standard for cadence/speed of data
• Digestion/dash boarding of the data
setting forth an organizational
standard for data collection

voice of the citizen
Point of Service
Data
Representational
Data
Citizen
Tribal Data

Point of
Service Data
• Immediate point of service
feedback
• Close the Loop on service requests
• Ad hoc – Feedback of all
departmental services
• What type of experience is the
service providing?
Tribal
Data
• How large is your tribe?
• What is the make up of my tribe?
• What ideas does your tribe have?
• Emergency data collection
• Gather meeting ideas
• Discussion Groups
Representational
Data
• What is your overall view of
the org?
• What is stopping you from
engaging with the org?
• Representational of the
Census
• Community Think tanks

• In person
interactions
• Website interactions
• Mailing interactions
• Media interactions
• New letters
Journey mapping - identifying all
departmental touch points with
citizens
• Public meetings
• Facility events
• School District and High Education collaborative events
• Utility and other governmental organizations that overlap the
same citizenry

MEASURE / MONITOR
Citizen
Experience
• Digital Experience
• Employee Experience
• Specific Touch-points
COMMUNICATE / LEARN
Reporting & Role-based
Dashboards
• Analyze trends across channels
• Zoom into individual citizens
• Zoom out for big picture
• Integrate with existing systems
• Text analytics
• Key driver analysis
• Turn data into insights
ACT
Dynamic Case
Management
• Automated alerts
• Close the loop
• Drive improvement
• Launce new studies
• Create new initiatives
• Assign actions to
• Individuals
• Groups
• Departments
• Locations
Collection
Channels
• Feedback
• Email
• SMS Survey
• Link / Invite
• SMS Short Code
• IVR Computer
• Recorded Phone
• Web Intercept
• Offline App
• Live Phone
• Social Media

• Attorney of Record - metrics
• Fire Station Metrics – type of calls, costs,
• Economic Development – sentiment, business owners
• Port of Miami – intake requests
• Voting & poll – metrics, wait times, intake & study
• Metrorail Downtown Express – ridership metrics and feedback
• Communications - social media self assessment
• County Health – health wellness research study
• Human Resources – employee benefits and compensation survey
• Tourism – marketing, lead generation, thank for visiting
• Tax collection – metrics, forms sent, response rate
• 311 - case volume, metrics and feedback
• Youth Commission: application, volunteer rates & marketing
• Internal services - customer experience Survey
• Animal Services – metrics, intake form, placement &
satisfaction
• Website – metrics & content improvement
• DMV – case management, metrics - feedback
• Property Appraiser – metrics
• Mosquito abatement & metrics, satisfaction, case management
• Bond Sentiment – representational data of the County
experience management
use cases

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM

SURVEYS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
EMPLOYEE
EXPERIENCE
• Survey Governance
• Standardization
• Compliance
• Data Security
• New Question Types
• Advanced Logics
OBSERVATIONS

SURVEYS
DIGITAL
FORMS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Facility Management
• Internal Process
• Permits
• Registration
• Intake/Discharge Forms
• Site Visit
• Digital Signatures

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
DATA
DASHBOARDS
DEPARTMENT
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM • Offline App
• Environmental
• Inspections

SURVEYS
DIGITAL
FORMS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Community Health
• Disease, Illness, Virus
• Effectiveness of
program and
procedures
• Technology Evaluation
• Youth @ Risk
• Needs Assessment
• Training & Course
Evaluation

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Stats IQ
• Text Analytics
• Data Visualization
• Role-Based Reporting
• Case Management
• Ticketing

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Website feedback
• Department perception
• IT Service requests
• Research Panels
• State/Federally mandated
data

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Professional Development
• Staff/Team Review
• 360 Evaluations
• HR Exit & Onboarding
• Action Planning
• Hierarchical Reporting
• Applicant Tracking
• Engagement & Satisfaction

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
CUSTOMER
EXPERIENCE
XM
• Close Loop Feedback
• Voice of Citizen/Customer
• Stakeholder Feedback
• Department
Experience
• Community Engagement
• Citizen Feedback
• Citizen Satisfaction

SURVEYS
DIGITAL
FORMS
OBSERVATIONS
ASSESSMENTS/
EVALUATIONS
DATA
DASHBOARDS
DIGITAL
EXPERIENCE
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE
XM

The Citizen
Has A Voice

Can You Hear It?

Can You Act On It?

miami-dade
county
table of organization
B strategic area
2016-2017

2008 - 2013
2014
2017
2016
2015
local governments
in all 50 states
chooses qualtrics

Good luck in solving the
complex problems of
your time.

Q&A