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The National Map Customer Research

This customer research project aims to improve understanding of customer needs for consistent and high-quality base map data and related services. The project also seeks feedback on prototype products and recommendations for marketing and customer service improvements.

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The National Map Customer Research

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  1. The National MapCustomer Research April 2008

  2. Vision of The National Map • Seamless, continuously maintained, nationally consistent set of base geographic data • Source data developed and maintained through partnerships • A national foundation for science, land and resource management, recreation, policy making, and homeland security • Data and map services available over the Internet • Topographic map and other online and print products

  3. TNM Customer ResearchProject Objectives • Improve our collective understanding and knowledge of customer needs for nationally consistent and quality assured base map data and related information services. • Receive feedback on Topographic Map prototype products. • Develop recommendations for improving our marketing, product branding and customer service operations.

  4. TNM Customer ResearchWorking Team • Jay Donnelly – Reston • Mark Eaton - Rolla • Dave Greenlee - Sioux Falls • Pat Hytes - Reston • Helmut Lestinsky – Denver • Vicki Lukas - Reston • Elizabeth McCartney – Rolla • Alan Mikuni – Menlo Park • Mark Newell – Rolla • Larry Sugarbaker - Reston • Kevin Coray - Coray Gurnitz Consulting • Amy McQuade - Coray Gurnitz Consulting

  5. TNM Products and Services …. Some key points • Evolving tactical plan that builds on TNM successes • Customer business requirements drive program • Brand recognition and majority market share • The National Map becomes the foundation for many customer value added products and services. • The National Map retains its identity especially when others use it. • Products and services are recognized as the best available for addressing national or multi-state needs. • Expanded usage leads to improved funding and fuels the maintenance machine. • Partnerships with data producers are key to achieving objectives

  6. The National Map 3.0 Research Focus Products and Services? Data Sources Preprocessing Enterprise Data Data and Map Services Integration Map View and Print Service National Geospatial Database • Certified source • Seamless content • Integrated themes • Managed updates • 1:24,000 or better Data Access Service Boundaries Elevation Hydrography Landcover Names Orthoimagery Structures Transportation Geospatial Directory • Quad index • Quad status • Layer status Professional Services Catalogue Service Other Services TBD

  7. Customer Research Approachto be used on data, products, and services • Identify current/future customers • Develop customer groupings based on primary business drivers • Develop information gathering/survey approach • Phased process where we improve our knowledge of requirements in each iteration. • Assessment of topographic map products to support tactical plan objectives • First iteration interviews focus on broadly defined requirements • Improve prototype product and service descriptions and questions • Present to expanded focus groups, select high priority customers (target feedback from 200* organizations) • Analyze results and present findings • Customer survey under consideration • Marketing and product branding • Develop recommendations • Customer Service Plan and final report * Actual number may be considerably higher or lower

  8. List of high level business needs • Agricultural practices • Climate change • Defense and homeland security • Economic development • Ecosystems, biodiversity and resource conservation • Energy and mineral resources • Geography awareness (education) • Human health and the environment • Human services • Infrastructure development and maintenance • Law enforcement • Natural hazards assessment and emergency response • Natural resource and land management • Recreation • Regulation of pollutants and other contaminants • Water quantity and quality • Community development and growth management

  9. Organization Category list has been expanded to identify specific customers • U. S. Geological Survey science disciplines • Federal natural resource management agencies • Federal environmental regulation agencies • Federal human services agencies • Federal defense and homeland security agencies • Conservation NGOs and regional commissions • State and local governments • GIS technology and consulting industry • Energy and mineral resources industry • Forest products industry • Research communities

  10. Milestones and Known End Points…where we need to be TNM 3.0 • Each product and service can be described and the primary customers are known. • There is an operational plan for creating the product or service. • The products and services are derived from a national enterprise database – no stovepipes. • Only take on what can be achieved to an agreed upon standard which is responsive to customer needs.

  11. Steps toward achieving The National Map 3.0Customer research project • Requirements assessment – June, 2008 • Build business case for improving The National Map – October, 2008 • Create an operational plan which considers the identified needs. • Secure funding. • Execute on plan.

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