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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

educating our bosses the faa approach
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
making the case at faa
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
faa web in 2002
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
got top management support
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
phase two keep it
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
what we did
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
new look for faa web september 2003
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
cost savings
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
key components of success
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!