Podcast Summary: Experts of Experience – "Tech Obsession is Failing Citizens (Rescuing Government Customer Service)"
Podcast Information:
- Title: Experts of Experience
- Host: Lauren Wood
- Guest: Mike Raker, CTO of Maximus
- Episode Title: Tech Obsession is Failing Citizens (Rescuing Government Customer Service)
- Release Date: February 5, 2025
- Presented by: Salesforce Customer Success
1. Introduction to the Episode
In this compelling episode of Experts of Experience, host Lauren Wood engages in an insightful conversation with Mike Raker, the Chief Technology Officer of Maximus. The discussion delves deep into the challenges and innovations in government customer service, highlighting how a technology-centric approach can sometimes miss the mark in addressing citizens' real needs.
2. Guest Background: Mike Raker
Mike Raker brings a wealth of experience spanning various industries, including defense, startups, and large-scale enterprises. As the CTO of Maximus, his mission revolves around making vital government services accessible through transformative technology. Mike emphasizes the pivotal role of AI and machine learning in revolutionizing customer experience (CX), particularly within federal and health services sectors.
3. Prioritizing Customer Understanding Over Technology
Mike begins the conversation by stressing the importance of genuinely understanding customer problems over becoming enamored with technology itself.
Mike Raker [00:00]: "Don't fall in love with your technology, don't fall in love with your strategy. Fall in love with how you listen. Fall in love with how you watch. Fall in love with really getting an understanding of customers problems."
Lauren concurs, reinforcing that deep customer insight is the cornerstone of effective CX.
Lauren Wood [00:11]: "That is the name of the game when it comes to cx. I could not agree why."
Mike further elaborates that the ultimate goal is the citizens' outcomes, emphasizing that neglecting individual needs, especially among vulnerable populations, undermines service effectiveness.
Mike Raker [00:16]: "There's only one outcome that matters to the citizen and that's their outcome."
4. Cultivating an Innovative Organizational Culture
The conversation shifts to the role of innovation within organizations. Mike argues against "manufacturing innovation," a strategy where companies attempt to artificially create innovation through top-down directives.
Mike Raker [03:45]: "I think one of the things that gets tried too often is manufacturing innovation. It's hard to do, it's impossible to do."
Instead, he advocates for setting the right conditions—through culture and organizational support—that empower individuals to innovate based on their unique insights and understanding of the mission.
Mike Raker [04:41]: "You need to empower individuals in the organization to innovate because they're the ones that know the technology better than anybody else. They're the ones that know the mission better than anybody else."
5. Introduction to Total Experience Management (TXM)
Mike introduces Maximus's pioneering approach, Total Experience Management (TXM), which integrates technology with a deep understanding of government operations to enhance citizen services.
Mike Raker [08:59]: "TXM is about how do we connect our global understanding of the operations and every unique government customary servant. How do we understand really what their goals and outcomes are that they need and combine that with technology to enable them to do that better."
TXM emphasizes continuous improvement and data-driven strategies to adapt to evolving missions and policies, ensuring that citizen services remain effective and current.
6. Challenges in Government Customer Service
Mike highlights the complexities of serving a diverse citizenry, noting the varying socioeconomic backgrounds, languages, and abilities that government services must accommodate.
Mike Raker [11:14]: "First is the understanding the customer base that we serve in our business and the government. I mean, think about the diversity of every individual in the United States that might be going from a service from socioeconomic to where they live, to the languages they speak, to their abilities and anything else."
He underscores the necessity for shared responsibility and outcomes between government entities and contractors to ensure services meet citizens' needs effectively.
7. Leveraging AI and Machine Learning in Customer Experience
The discussion delves into the transformative potential of AI in enhancing CX. Mike distinguishes between using AI for efficiency and leveraging it for effectiveness.
Mike Raker [17:49]: "Historically, and up to this point, a lot of AI in these systems have been really focused about the efficiency of the systems."
He envisions a future where AI not only streamlines interactions but also anticipates citizens' needs, enabling proactive service delivery.
Mike Raker [18:37]: "How do I use AI to identify the trends and conditions to say how do I get proactive with that customer so that I can answer their question before the question comes in?"
Mike also emphasizes the critical role of data-driven insights in informing better policy decisions and enhancing overall service quality.
Mike Raker [18:20]: "How do I get proactive with that customer so that I can answer their question before the question comes in?"
8. Balancing Innovation with Regulation
Maximus operates within highly regulated environments, and Mike discusses the delicate balance between fostering innovation and adhering to stringent policies.
Mike Raker [14:12]: "We have a shared destiny model where it doesn't work in all contract styles and outcomes."
He advocates for clear communication and aligned incentives between contractors and government bodies to navigate regulatory constraints while driving technological advancements.
Mike Raker [14:54]: "Making sure that we can then identify from the policy to data security to the contracting model... mutually aligned incentives between the person performing the work and the government organization that's... writing the check to go do it."
9. Future Trends in CX and AI
Looking ahead, Mike shares his vision for the future of AI in customer experience, highlighting emerging technologies like agentic AI and the integration of multi-agent systems.
Mike Raker [30:50]: "Agentic AI are certainly on our minds. It's another step in the transformation journey."
He also points out the rapid pace of technological advancements and the challenges they pose to existing policies, emphasizing the need for adaptive strategies.
Mike Raker [33:00]: "Policy moves slower than technology, and that's not a knock on our lawmakers... because none of us could write a perfect policy."
10. The Crucial Role of Data and Human Touch
Mike stresses that while technology and data are essential, the human element remains irreplaceable in customer service.
Mike Raker [29:29]: "The human element is at the end of the day still the linchpin."
He highlights the importance of human oversight in interpreting data and ensuring that services remain personalized and effective.
Mike Raker [30:00]: "We can't get too reliant on that. The human touch is still the human touch and giving form almost back to the top of our conversation."
11. Practical Advice for Customer Experience Leaders
In offering guidance to CX leaders, Mike emphasizes the importance of continuous listening and adaptability.
Mike Raker [39:35]: "Keep your eyes and ears open. Things change quickly. Don't fall in love with your technology, don't fall in love with your strategy. Fall in love with how you listen... getting an understanding of customers problems."
He advises leaders to prioritize understanding customer needs over technological affinity to ensure meaningful and effective service delivery.
12. Concluding Remarks and Final Thoughts
The episode concludes with personal anecdotes and final pieces of wisdom. Mike shares a positive experience with United Airlines, highlighting the effectiveness of seamless, technology-driven customer service.
Mike Raker [37:55]: "The airline, it was United Airlines... being able to actually make my flight changes and get my updates in flight via text with my phone... it was seamless."
Lauren Wood and Mike jointly underscore the episode's central theme: the paramount importance of truly listening to and understanding customer needs to drive successful and impactful customer experiences.
Key Takeaways:
- Customer-Centric Approach: Prioritize understanding and solving real customer problems over adopting the latest technologies for their own sake.
- Empowering Innovation: Foster an organizational culture that empowers individuals to innovate based on their unique insights and experiences.
- Integrated Management (TXM): Adopt comprehensive strategies like Total Experience Management to align technology with operational goals and customer outcomes.
- Balanced Regulation and Innovation: Navigate the complexities of regulatory environments by ensuring clear communication and shared responsibilities between government entities and contractors.
- Future-Proofing with AI: Embrace emerging AI technologies while remaining adaptable to rapidly changing technological landscapes and policy frameworks.
- Data and Human Synergy: Leverage data-driven insights without losing the indispensable human touch in customer service interactions.
- Continuous Adaptability: Maintain an open, listening-oriented mindset to adapt strategies in response to evolving customer needs and external changes.
Notable Quotes:
- Mike Raker [00:00]: "Don't fall in love with your technology... really getting an understanding of customers problems."
- Mike Raker [03:45]: "Manufacturing innovation... It never works."
- Mike Raker [17:49]: "Historically, a lot of AI... have been really focused about the efficiency of the systems."
- Mike Raker [30:00]: "We can't get too reliant on that. The human touch is still the human touch."
- Mike Raker [39:35]: "Keep your eyes and ears open... understanding of customers problems."
This episode of Experts of Experience offers valuable insights into enhancing government customer service through a balanced approach that harmonizes technological advancements with deep customer understanding and organizational empowerment. Mike Raker's expertise underscores the critical need for continuous adaptation and genuine listening in crafting exceptional customer experiences.