Educating our Bosses:  The FAA Approach
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Educating our Bosses: The FAA Approach. Presenter: Phyllis Preston Date : September 21, 2005. Educating Our Bosses: The FAA Approach. Session Objective:

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Educating our Bosses: The FAA Approach

Presenter: Phyllis Preston

Date : September 21, 2005


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Educating Our Bosses: The FAA Approach

Session Objective:

What has FAA done to make senior level executives and managers understand what it takes to manage and maintain a first class public service website?

  • Phase One: Getting support

  • Phase Two: Keeping it


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Making the case at FAA

  • Created a committee to improve web management

    • Self appointed mid and senior level managers - Champions

    • Represented all major agency components

  • Defined the problem

    • FAA web doesn’t meet customer needs

  • Got the data

    • Conducted a usability test

  • Learned from others

    • Surveyed agencies on how they manage the web

    • Got data on resources, organizational structure, skills


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FAA web in 2002 …

  • More than 85 links on the homepage

  • 57% of visitors couldn’t find what they were looking for

  • Navigation & search were big problem areas

  • Content FAA centric, rather the public focused


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Got Top Management Support

  • Why is the web important to the Administrator?

    • President’s Management Agenda

    • Customer Satisfaction

    • Cost control

  • Committee presented findings & recommendations to top management

    • With all the data

    • As a united group

  • Administrator approved all recommendations

    • Create a web management office in Public Affairs

    • Responsible for policy and guidance on web content, development & operations

    • Provide funding and staff


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Phase Two: Keep It

  • What do executives care about?

    • What are the agency goals and priorities?

  • What does public want or need from your Agency?

    • Who visits your site & what do the want?

  • How well does the Agency web meet these needs?

    • Must have data

  • What actions will meet the needs?

    • Identify benefits of taking action vs. consequences of inaction


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What we did…

  • Understand bosses goals & priorities

    • At FAA: “Organizational Excellence” is the strategic plan goal

      • Redesign the web by September 30

  • Developed a strategy and action plan

    • At FAA: 4 goals with specific actions for all organizations

      • Focuses on achievable, measurable results

  • Engage others

    • At FAA: Established formal web governance structure & responsibilities

      • Provide help to achieve goals and timelines for all organizations


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New Look for FAA Web (September 2003)

  • Redesign addressed top priority areas

    • Navigation

    • Search

    • Look and feel

    • Simplify

  • Added Self Service for FAQs

    • Top 150 questions and answers



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Cost Savings

  • Launched self service Frequently Asked Questions System

    • Reduced hotline email by 88%

    • Significant Cost Avoidance

      • Web session = $0.04

      • Email = $6.00

      • Phone call = $12.00

    • Continues to provide value to FAA

      • 96% of incoming questions answered through self service system


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Key Components of Success

  • Understand what is important to your bosses

    • What do they care about?

    • How can the web help?

      • Be proactive - Katrina

  • Make the business case for action

    • Cost vs. Benefit

    • Must have metrics

  • Have a strategy for action

    • Clear goals and objectives

    • Measurable results

  • Get support from key players

    • Demonstrate business value

  • Publicize your successes

    • Keep looking for opportunities and improvements!


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The FAA Web Today (Launched March 2005)


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FAA Web Management[email protected]