Original Broadcast 5/4/25
Federal agencies are increasingly embracing customer experience (CX) as a core operational priority, but there’s still a long way to go to fully institutionalize it. Martha Dorris, President and CEO of Dorris Consulting International and longtime government CX advocate, joined Francis Rose on Fed Gov Today to discuss progress, challenges, and what comes next.
Dorris highlighted the importance of data in advancing CX maturity. Agencies are now submitting information to the Office of Management and Budget (OMB) on trust, satisfaction, ease, usefulness, and empathy—all required by Section 280 of OMB Circular A-11. “It’s good data,” she said. “We’ve seen a real shift over the past five years in agencies’ ability and willingness to collect and publish it.”
But the availability of public-facing metrics doesn’t necessarily translate into operational insight. Dorris pointed out that many agencies still lack the ability to integrate internal service-level data—such as call center metrics or wait times—into broader CX strategies. “Agencies should be using this kind of operational data to manage their programs day-to-day,” she noted, but it’s not consistently centralized or shared.
Despite these limitations, Dorris sees clear evidence of progress. The Trump administration’s PMA included a cross-agency goal focused on CX, which moved the conversation from “customer service” to “customer experience.” That change paved the way for initiatives like the GSA Centers of Excellence and Section 280 requirements. “It gave us a foundation to build from,” she said.
Still, sustaining momentum is a concern—particularly in light of recent workforce reductions. “Some of the CX talent has been lost,” Dorris acknowledged. Rebuilding that capacity will be essential to moving the needle further. She believes that CX won’t just be a feature of current PMAs—it’s now an expectation. “The public demands and deserves better service. That won’t change.”
Dorris also emphasized the need for agencies to communicate the value of CX internally. Many still struggle to show return on investment in a fragmented budget environment. Telling the story of improved outcomes and efficiency is vital to securing ongoing support. “You have to be able to articulate that value to leadership,” she said.
A central platform for recognizing CX leadership is the annual Service to the Citizen Awards. This year’s event, scheduled for September 19 at the Waldorf Astoria, will once again honor both public- and employee-facing service excellence. “We’re looking for stories of measurable impact—how agencies are improving lives,” Dorris explained.
Her message to agencies is simple: customer experience is no longer optional. It’s a strategic imperative that supports mission delivery, trust in government, and operational efficiency. “We’re at a point where the results are visible. That should drive even more momentum.”