When most people hear “customer experience,” their mind likely goes to consumer brands, such as a favorite sports team, clothing store, grocery chain or content provider, and not the federal government. But with all the inherently governmental functions we rely on—facilitating domestic and international travel, small business loans, subsidized medical care and more—it’s clear the U.S. federal government has a public-facing customer experience charter too. Research from McKinsey shows that there’s opportunity for improvement: Americans rank the federal government last in terms of average customer satisfaction, behind even recently criticized industries like airlines and pay TV. To address these shortcomings,…

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