January 2024 NCSEA CSQ

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While these are powerful tools that can be used to improve a potential customer’s experience, considerable thought should be given to the ethical dimensions surrounding choice architecture. Thaler and Sunstein note that the purpose of their exploration of “nudges” is to encourage “efforts…to steer people’s choices in directions that improve their lives.” v In all choice architecture and interaction design, this purpose should always remain at the center. Great Customer Service is at the Heart of the Connection “Great customer service means adapting to the needs of the current population…effective digital marketing can be a key resource in expanding knowledge about the child support system” Ensuring agencies are focused on providing great customer service is at the heart of connecting to current customers and drawing in new ones. In <strong>January</strong> 2023, the Urban Institute (UI) released a brief entitled “Improvements in Public Programs’ Customer Service Experiences Could Better Meet Enrollees’ Needs and Help Build Trust in Government.” The brief centered on follow-up research from the December 2021 Urban Institute Well-Being and Basic Needs Survey, and interviewed 27 nonelderly adults who had applied for or received TANF cash assistance at that time and reported an enrollment challenge. While focused specifically on TANF and Medicaid/CHIP enrollees, the brief provides broad lessons that can be applied to customer service experiences across all government service programs, including child support. First, educating this specific demographic of their eligibility and the benefits of the child support program is important. UI researchers highlighted that potential customers learn about programs and eligibility requirements through various sources, including other public programs or fellow applicants, with most applying on their own. In addition, a study by the Pew Research Center in late 2018 showed that 81% of Americans “rely a lot on their own research,” and that Google was the single most commonlynamed digital tool vi . Digital marketing complements the idea of meeting customers where they are. Great customer service means adapting to the needs of the current population, so effective digital marketing can be a key
esource in expanding knowledge about the child support system to those who are unaware of the services they could receive. UI researchers identified four common challenges applying for, enrolling in, and renewing Medicaid/CHIP or TANF: • Difficulty finding information about how to complete the application; • Unclear documentation requirements; • Long waiting periods and tight timelines to submit documentation; and • Frustrating renewal process. Ultimately, these challenges triggered delays in getting assistance and had “negative consequences on [customers’] lives”. vii Utilizing behavioral economics to make it easy for potential customers is directly in line with the first three of the researchers’ primary suggestions for improving customer service: reduce paperwork requirements; increase automatic enrollment/joint applications between programs; and improve state agency websites and online application systems. viii Great customer service means clearing unnecessary blockages in the application process and streamlining the customer’s experience to include as few pages, or clicks, as possible. While all of these suggestions may not be applicable in every scenario, respecting the busy lives that customers lead reiterates the child support program’s commitment to customers’ value and participation. The last and perhaps the most powerful findings from UI indicate the impact of being nice. Respondents explained to researchers that applying for public programs can feel “overwhelming” and “stressful,” in addition to feeling stigmatizing. ix In this vulnerable state, customers were especially sensitive to the perceived judgments of staff and caseworkers. This aligns with findings that have emerged from behavioral research highlighting the long shadow cast over decision-making by the experience and memory of first impressions, known as the “primary effect.” x These findings also parallel the digital marketing grants’ results indicating that “judgment-free” marketing campaigns connected more effectively with potential customers. This research implores child support leaders to take to heart the Urban Institute’s suggestions to improve customer service by “hiring and training staff to be empathetic, nonjudgmental, and committed to resolving applicants’ questions and issues” xi to ensure the emotional needs of our
Page 2 and 3: Table of Contents January 2024 Pres
Page 4 and 5: Also at the last Board meeting, we
Page 6 and 7: and seeking guidance as needed on s
Page 8 and 9: Congress Shines a Light on Federal
Page 10 and 11: I was asked to testify on Monday af
Page 12 and 13: inter-jurisdictional; and (3) the p
Page 14 and 15: speaking on behalf of the whole chi
Page 16 and 17: and State Child Support agencies ca
Page 18 and 19: Tom Joseph has represented public s
Page 20 and 21: Behavioral Economics and Attracting
Page 24 and 25: customers are not forgotten. Potent
Page 26 and 27: primarily to traditional W-2 employ
Page 28 and 29: compliance with the clarified new h
Page 30 and 31: enabling them to be utilized as bot
Page 32 and 33: Thursday, NCSEA President Erin Fris
Page 34 and 35: Breaking the Mold: Exploring Non-Ca
Page 36 and 37: simple cash payments. They can cont
Page 38: Conclusion Non-cash child support c

January 2024 NCSEA CSQ

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