{"id":62513,"date":"2024-03-12T03:05:46","date_gmt":"2024-03-12T07:05:46","guid":{"rendered":"https:\/\/statescoop.com\/?p=62513"},"modified":"2024-03-12T03:14:32","modified_gmt":"2024-03-12T07:14:32","slug":"new-york-chief-customer-experience-officer-tonya-webster","status":"publish","type":"post","link":"https:\/\/statescoop.com\/new-york-chief-customer-experience-officer-tonya-webster\/","title":{"rendered":"Meet New York’s chief customer experience officer"},"content":{"rendered":"\n

Six months after taking over<\/a> as New York state\u2019s first chief customer experience officer, Tonya Webster says the unique new role is attracting attention from other states and even other nations.<\/p>\n\n\n\n

In the new role, Webster is tasked<\/a> with working across New York\u2019s agencies to ensure they\u2019re thinking strategically about how to make services convenient, easy-to-use and consistent. While the term \u201ccustomer experience\u201d has been around for at least a century in business circles, the rising ubiquity over the last decade of seamless, online services like Amazon, Netflix and Uber has given new life to the concept of designing experiences with users in mind.<\/p>\n\n\n\n

Webster is bringing to New York a discipline she\u2019s honed over a career inside private corporations \u2014 most recently at Blue Cross Blue Shield of Massachusetts, Comcast and Citigroup. In an interview with StateScoop, Webster says there\u2019s excitement around her effort to bring an enterprisewide rigor to a practice that has for many years existed only in pockets throughout government.<\/p>\n\n\n\n

StateScoop Editor-in-Chief Colin Wood: How is it that you came to have this role?<\/strong><\/p>\n\n\n\n

New York Chief Customer Experience Officer Tonya Webster: When Gov. [Kathy] Hochul announced that New York state was actually going to take on a customer experience agenda in order to put the customer front and center of everything we do and make it a focus as part of the administration, it\u2019s something I was extremely interested in. It\u2019s something I\u2019m extremely passionate about. And to be the first state in the country to really look at it in this way was really intriguing as well.<\/p>\n\n\n\n

Has your experience in the role so far matched your expectations?<\/strong><\/p>\n\n\n\n

I\u2019ve learned a lot coming in. I started customer experience transformations in many legacy industries, so I feel like I\u2019ve seen it all. But what I find coming into New York state which was really a pleasant surprise is there\u2019s a lot of great customer experience work, digital work happening out in the agencies already. What this role and this office does is make it a more strategic point of view around that.<\/p>\n\n\n\n

What are those ongoing projects?<\/strong><\/p>\n\n\n\n

There\u2019s so many of them as I think across the state. The state liquor authority, where we\u2019re thinking about application processing time and that\u2019s been some tremendous work that\u2019s happening. We\u2019re looking at our payment processing for nonprofits \u2014 how do we expedite that so they\u2019re getting paid in an expeditious way so they can continue to deliver services on the ground in the communities. We\u2019re working with the Department of Labor on how they\u2019re looking at their interactions, from how they provide updates for an unemployment insurance claim and how a New Yorker can start seeing where they are in the process.<\/p>\n\n\n\n

There\u2019s lots of great things happening and all with a very specific customer experience goal, whether we\u2019re driving efficiency, we\u2019re moving faster, we\u2019re digitizing it, we\u2019re taking out some of the complexities and making it simpler.<\/p>\n\n\n\n

And I\u2019m stepping back and asking: How do we formally make sure we embed the customer into the fabric of what we do? Just putting that strategic wrapper and focus on accountability around it is really the opportunity here.<\/p>\n\n\n\n

Given that there\u2019s lots of work already going on, what\u2019s your reception been like? Are people eager for a more strategic approach to this kind of work?<\/strong><\/p>\n\n\n\n

There\u2019s definitely a shift in the conversation. There will be, by nature of customer experience, a shift in our culture, but the temperature is really one of excitement.<\/p>\n\n\n\n

I\u2019ve been on listening tours and been out in the agencies and have done sessions with New Yorkers. Within the agencies, they want to address their problems, they want to provide great experiences. They want processing times to be best in class. So they are looking at this as, in the state, we will start having expertise around business process, simplification, digitization and how we think about all of that, which is a muscle government hasn\u2019t had in the past. There\u2019s a lot of interest and excitement in that. I will tell you probably more demand than I thought.<\/p>\n\n\n\n

Even the things they had in flight, they\u2019re going back and taking a look at it with already a customer experience lens as we\u2019re embedding voice of the customer data and information. We\u2019re thinking about process flows, how to simplify some of the complexity, so it\u2019s a different type of conversation we haven\u2019t had before.<\/p>\n\n\n\n

What happens to an organization that doesn\u2019t take this strategic approach to customer experience that you\u2019re talking about?<\/strong><\/p>\n\n\n\n

The result of not having customer experience is inconsistency in what you\u2019re delivering to the customer. There can be a mistrust because it is inconsistent. It can be a frustrating experience, just mired with unnecessary complexity because you don\u2019t have a focus on that.<\/p>\n\n\n\n

The other piece is operational inefficiency. So you\u2019re just operating, you\u2019re doing things sans having the goal of what is it that we\u2019re trying to deliver? In our customer experience strategy for the state, we want to make sure that New Yorkers have access to the services and benefits they need from us, when they need it, where they need and how they need it. <\/p>\n\n\n\n

In my experience, when you don\u2019t have a strong customer experience strategy and everyone\u2019s kind of working in their own fiefdoms and one area is not talking to another, it starts feeling disjointed overall, and very complex and hard to access and that\u2019s how a lot of the customer experience breakdowns happen in trust and very little engagement in your products and services.<\/p>\n\n\n\n

Has this new role attracted interest from other states?<\/strong><\/p>\n\n\n\n

Other states have leaned in, and the federal government as well, and actually foreign governments, as well. There is an interest globally in customer experience and how you embed that into government operations.<\/p>\n\n\n\n

A lot of the questions are around how do we get outside of just looking at and fixing digital services and capabilities, and how do we start looking at the overarching end-to-end of what it takes to actually deliver the experience, regardless of the technology \u2014 whether it\u2019s actually in a brick-and-mortar building that people actually go to, whether it\u2019s in a call center, how do you get outside of what\u2019s just on the web?<\/p>\n\n\n\n

A lot of questions around the set-up, the structure, the influence, how do we know what\u2019s the North Star? How do we know when we get it right? What kind of things are we looking at? How do we think about budgets for it?<\/p>\n\n\n\n

And how are you answering those questions?<\/strong><\/p>\n\n\n\n

A lot of it has to do with making sure that you\u2019re empowered to not just be an influencer of the strategy, but you actually get to own and you\u2019re held accountable for the strategy for the state. With this being such a significant agenda item for the governor, it helps provide a prioritized focus on customer experience, which I think for other states will be important \u2014 to have that voice as they try to work through some of the legacy infrastructure and have to influence budgets and the go-forwards. It\u2019ll be important for states that are thinking about this that they have an empowered voice to be that decision-maker.<\/p>\n\n\n\n

How important is technology in what you do?<\/strong><\/p>\n\n\n\n

Technology is extremely important. It\u2019s one of my strongest partnerships in this role with our technology and cybersecurity teams. Though some of customer experience is looking at the business processes and the people, a lot of it still runs on the chassis of technology. How do we get the best tools for employees so they can actually deliver the right experience, how do we have strong channels of service delivery, whether it\u2019s in our call center, whether it\u2019s online, whether it\u2019s in a mobile app.<\/p>\n\n\n\n

As New York\u2019s effort to improve customer experience matures, do you imagine your role will evolve?<\/strong><\/p>\n\n\n\n

This will definitely evolve as we continue to get mature in the customer experience space.<\/p>\n\n\n\n

We\u2019re definitely on the right path to building that, but again you\u2019re talking about reshaping the way our state government works so that customer experience is embedded in that and how we strategically create our long-term plans at the agency level for how we deliver services to the state and how we hold ourselves accountable to that.<\/p>\n\n\n\n

In three years from now, you really want this to be a part of the way we just work and it\u2019s embedded and it has its own memory muscle into this to where it\u2019s baked in our budget process, it\u2019s baked in the way we think about the implementation of different policies and procedures and things like that. It\u2019s not a question of what this is, but it becomes a way we work.<\/p>\n","protected":false},"excerpt":{"rendered":"

As a governor-appointed customer experience lead for New York, Tonya Webster is taking an expansive look at how her state’s agencies deliver services.<\/p>\n","protected":false},"author":205,"featured_media":62514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"disable_grayscale_images":true,"grayscale_contrast":0,"sponsored_content":false,"display_author_bio":true,"story_type":"","footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[20648,4695],"tags":[108,13703,24355,24519],"people":[],"special-report":[24660],"authors":[4696],"class_list":["post-62513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-services","category-special","tag-new-york","tag-digital-services","tag-chief-customer-experience-officer","tag-tonya-webster","special-report-state-local-government-digital-services-2024","author-colin-wood"],"yoast_head":"\nMeet 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