January 2024 NCSEA CSQ

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