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Robin SabatinoAssociate Commissioner for Electronic Services and TechnologyOffice of Operations
FY 14-15: Agency Priority Goal
Improve access to our services by increasing the number of customers who complete their business with us online.
Priority Goal
Goal Overview
Online services are vital to good public service. The Internet provides the public with the ability to conduct Social Security business at their convenience and at their own pace, without the need to travel to a field office or wait to meet with one of our representatives. In addition to being convenient, increased use of online services benefits the public and SSA by reducing the average time our employees spend processing claims, freeing them to handle workloads that are more complicated.
Over the last few years, we implemented several new, secure and easy-to-use online services, which allow us to handle the surge of benefit applications better. Our goal is to continue increasing the variety of online services we offer, including the ability to apply for a range of benefits, access information instantly, and update records. We are committed to making our online services secure and easy to use. In FY 2013, customers submitted more than 2.5 million retirement and disability applications online, an 80 percent increase over FY 2009, when customers submitted 1.4 million claims online.
Developing online services for a population with a variety of experiences and comfort levels with technology presents a unique challenge. We solicit stakeholder input using a variety of methods prior to developing our services. Usability testing, focus groups, and advocacy discussions are common tools we use to engage our external stakeholders. We also consult with our employees when developing online services. Once we implement new online services, we continue to engage the public by soliciting their feedback using the American Customer Satisfaction Index (ACSI). Federal and private sectors use ACSI surveys to measure public satisfaction with various website features. In addition to the ACSI feedback, we also use internal survey mechanisms to improve our online services. These tools provide us with standard, statistical measurements of public satisfaction, and we use this information to guide decision-making for future improvements.
Strategies
Based on the most recent economic assumptions, we believe retirement and disability applications will continue to remain at high levels. To enable us to keep pace with the increased demand for Social Security services, we developed several easy to use online services. Our vision is to provide applicants and their representatives with a wide variety of online services, including the ability to apply for a range of benefits and update their records.
In FYs 2014 and 2015, we seek to provide greater access to Social Security’s online services by offering multiple self-service features that will increase the probability of users staying within the self-service channel. Enabling more customers to conduct business online will improve service delivery by providing customers with instantaneous access to information, and reducing both waiting and processing times.
The my Social Security portal is Social Security’s latest generation of online services. Unlike prior online products that only passed information one-way – from the customer to SSA – my Social Security leverages enhanced usability and industry-standard security and user-authentication. In order to increase online transactions, we will employ the following strategies:
- Migrate existing online services to the my Social Security portal and develop new electronic services
- Work with external partner sites like VA hospitals and state agencies to promote direct access to online services
- Conduct a national marketing campaign targeted toward people approaching retirement age
- Pilot a quick self-service kiosk model in our field offices (subject to budgetary approval)
- Expand self-service kiosks in external partner sites that offer the full suite of SSA online services.
Progress Update
In FY 2014, we conducted 70.7 million online transactions; this is approximately 20 million over the intended target. In FYs 2014 and 2015, we increased the number of online transactions by 10 percent over each respective prior fiscal year. Our FY 2014 goal was to conduct 50.7 million transactions. FY 2014 data indicated that customers filed 52.7% of claims online.
Our FY 2015 goal was to complete 77.8 million online transactions (10% over FY 2014). We exceeded our FY 2015 goal by completing over 87 million online transactions, a 23% increase over FY 2014. In the 4th quarter of FY 2015, our customers processed 21,175,429 online transactions. FY 2015 data indicated that customers filed 54.1% of claims online.
Much our success is due to the following efforts:
- Availability of enhanced services behind my Social Security – We implemented Customer Engagement Tools for the my Social Security portal during the 4th quarter of FY 2015. These enhancements allow customer support through a convenient channel and, contributed to an increasing number of new my Social Security accounts. Additionally, we migrated and enhanced several existing services to my Social Security, and implemented several new ones. We enhanced the customers’ ability to request a 1099 from the agency. Under this application, customers can request a replacement 1099 and receive one in the mail within 10 days.
- External partners – We continued to collaborate with external partners on the SSA Express Desktop Icon project. Our new Icon partners include hospitals, libraries, the Department of Health and Human Services, and job training centers.
- Marketing efforts – We placed more emphasis on campaign elements that most efficiently increase online transactions. These included Search Engine Marketing (SEM), email blasts, pre-roll video promoting Retire Online, and paid Facebook ads and videos. As a result, we were able to drive more people to "Apply for Retirement" and "Create an Account" online, increase audience engagement via email messaging and videos, and expand our visibility with page post ads and videos on Facebook. We also created a marketing strategy to promote a new feature that will allow customers to get help online while using their my Social Security accounts, through automated answers to questions, or by requesting a call back from a Social Security representative.
FY 2015 Quarterly Milestones Progress to date:
• Q1 Milestone – In order to increase the number of online transactions, we will increase the number of services available to the public, such as the ability to request a replacement Social Security Card via my Social Security.
- We completed approximately 90% of the iSSNRC (internet Social Security Number Replacement Card) planning & analysis activities and expect to complete the following activities in the 2nd Quarter of FY 15:
- Signoff of the Project Scope Agreement (PSA);
- Completion of the Screen Package; and
- Complete Requirement gathering and begin development.
• Q2 Milestone – In order to promote direct access to online services within SSA and across all federal agencies, we will evaluate aspects of the Federal Cloud Credential Exchange (FCCX) and, as appropriate, develop a plan for implementation.
- FCCX was renamed “connect.gov” in December 2014, with the connect.gov going live shortly after. At the end of this quarter, two credential service providers were available on the website – Verizon and ID.me. The initial implementations are proceeding, with General Services Administration (GSA), United States Postal Service (USPS), and the National Institute of Standards and Technology (NIST) as the initial implementing agencies. SSA continues to participate in scheduled meetings.
- We have initiated a Strategic Information Technology Assessment and Review (SITAR) project template for planning and analysis on implementing Executive Order 13681. While we cannot complete planning and analysis or an implementation plan without pending Administration guidance and subsequent analysis, we are able to explore options for a significant known requirement – two-factor authentication.
• Q3 Milestone – We have implemented enhancements to the my Social Security portal, In order to increase the number of online transactions and to motivate current customers to stay within the self-service channel:
- Medicare Replacement Card project,
- Downloadable SSA Statement, and
- Customer Engagement Tools (CET), specifically the Click-to-Callback feature.
• Q4 Milestone – We surveyed customers using customer satisfaction surveys (CSS) in order to improve their experience and increase interest in future services.
- Currently, our customer satisfaction rating is at 95%. We collected 109 CSS customer satisfaction surveys during the 4th quarter of FY 2015, which brought us to 404 surveys received from customers.
Next steps:
We are continuing this Agency Priority Goal for FY 2016-2017.
Next Steps
No Data Available
Other Indicators
Number and percentage of initial claims filed online
Contributing Programs & Other Factors
Old Age and Survivors Insurance Program
Disability Insurance Program
Supplemental Security Income Program
Centers for Medicare and Medicaid Services - Medicare
Office of Systems
Office of Retirement and Disability Policy
Office of Communications
Expand All
Strategic Goals
Strategic Goal:
Deliver Innovative, Quality Services
Statement: No Data Available
Strategic Objectives
Statement:
Description:
We know that the public is accustomed to self-service options, including those offered through automated phones and the Internet. We also know that our customers increasingly use, and even prefer, our online services. In addition, based on the American Customer Satisfaction Index, our online applications have ranked in the top five in government for many years. Three of our websites – iClaims, Retirement Estimator, and Help with Medicare Prescription Drug Plan Costs – either matched or outperformed commercial sites, including perennial leader Amazon. In FY 2007, approximately 10 percent of our customers filing for retirement filed online. In FY 2013, more than 49 percent of retirement applicants and 45 percent of disability applicants filed online. In response to the rising demand and usage, we will increase the number and types of self-service choices we offer.
The foundation for increasing our online services is the my Social Security portal we established in 2012 and enhanced in early 2013. Through this portal, people who register can view their Social Security Statement, get a benefit verification letter, start or change their direct deposit, and change their address – all online.
We are enhancing my Social Security to allow customers to file a claim for retirement or disability benefits, request a replacement Social Security card, and access many other services. We will also expand the portal to include online notice delivery and offer the choice to opt out of paper notices. The enhanced capability will allow us to communicate with customers on the status of their claims or appeals and advise them of any documents we may need from them.
To accommodate increases in mobile technology use, we will accelerate our development of applications using responsive design (i.e., applications will automatically adjust to work on any electronic device). We will be able to deliver service seamlessly and conveniently to smartphones, tablets and laptops alike.
As of September 2013, 6.2 million people had created accounts under my Social Security. Our goal is to significantly increase the number of registrants each year. We are developing an aggressive, multi-faceted marketing and promotional strategy to attract customers to our online service offerings. This effort will support yet another of our major initiatives – to significantly increase use of our online services.
Strategies:
- Expand personal services available under my Social Security to include high-volume workloads, such as Social Security number replacement cards;
- Move our online applications under a single customer account registration;
- Accelerate development of additional online products;
- Expand the availability of online applications using responsive design and the use of self-help personal computers available in our offices or community locations;
- Provide direct access to information and notices for individuals and designated third parties;
- Offer electronic delivery of notices and an option to opt out of paper notices; and
- Increase the public’s use of self-service options by aggressively promoting and marketing our online applications and services.
Statement:
Description:
Many of our customers seek services from and interact with other government agencies and community organizations. We are committed to reducing the burden people face when dealing with multiple organizations to get the services they need. To improve our ability to serve the American public, we must continue our strong relationships with other government agencies and community organizations. We can learn from other agencies and organizations with similar programs, share data as permitted, and develop processes and procedures that are less cumbersome and more focused on the customer. Partnering with other agencies and organizations improves the customer experience and supports the Administration’s “one-government” approach.
As part of a broader initiative to support one-stop online access to multiple government services, we will collaborate with other government agencies and community organizations to install Social Security Express kiosks (i.e., self-service computer stations offering access to our online services) at their respective facilities. This collaboration will benefit both the customer and our agency as we anticipate cost savings from expanding our online self-service options.
We will work to increase our collaboration with the Departments of Defense and Veterans Affairs on the Wounded Warriors Initiative. In this effort, we focus on improving the transfer of medical information, expediting the disability claims process, and facilitating payments to wounded service members, veterans, and their families. Electronic sharing of medical information is a key feature of this initiative.
Strategies:
- Pending result of the pilot, implement Social Security Express to provide service using self-service kiosks in community locations;
- Provide Social Security services through other government agencies, community-based organizations, tribal governments, and private organizations that serve our customers;
- Increase collaboration with the Departments of Defense and Veterans Affairs to improve processes for veterans and service members; and
- Improve information sharing among other government agencies for records, data, and other information.
Statement:
Description:
No matter how customers contact us, we must strive to provide them with the correct information in the most professional manner at the first point of contact. We serve customers best and improve our own efficiency by avoiding the need to transfer customers to another contact. We will assist our staff in applying some of the more complex policies in our programs by further improving our decision support systems. In addition, by offering customers the option of speaking to a Social Security representative in real time during their online encounter with us (i.e., “click-to-talk”), we will enhance the customer experience for those who prefer to apply for benefits online. We also will implement screen sharing and instant messaging as additional customer support options.
To further educate and engage the public, and support completion of their business at the first point of contact, we will streamline our online disability application. We also will increase our inventory of informational videos for our website and YouTube, and produce more webinars. These initiatives will help to increase customers’ understanding of our programs, as well as inform them of our policies and requirements up front and enhance their experience with us.
Strategies:
- Implement online support options, including click to talk, screen sharing, and instant messaging;
- Integrate our online applications, such as the streamlined online disability application; and
- Increase the use of video service.
Statement:
Description:
As more people are able to take advantage of our online options, fewer people will need to visit an office. As a result, we will not need to maintain the current number of Social Security offices. We will streamline our field office structure, as well as our administrative office structure, to reduce costs and make the best use of our employees’ time and skills. As we realign our offices, we will remain mindful of the need to ensure we can offer personal assistance when customers require face-to-face assistance. Strategic use of our physical space ensures that we will be able to continue to uphold our mission of providing a world-class customer service experience.
Strategies:
- Design space, maintain offices, and reassess the structure of internal facilities to optimize resources and maximize opportunities for improved service delivery; and
- Explore solutions that optimize the operational efficiencies of offices, including co-locations.
Agency Priority Goals
Statement:
In FY 2014, customers processed over 70.7 million transactions online. In FYs 2014 and 2015, we will increase the number of online transactions by 10 percent over each respective prior fiscal year. This equates to 77.8 million online transactions in FY 2015.
Description:
Online services are vital to good public service. The Internet provides the public with the ability to conduct Social Security business at their convenience and at their own pace, without the need to travel to a field office or wait to meet with one of our representatives. In addition to being convenient, increased use of online services benefits the public and SSA by reducing the average time our employees spend processing claims, freeing them to handle workloads that are more complicated.
Over the last few years, we implemented several new, secure and easy-to-use online services, which allow us to handle the surge of benefit applications better. Our goal is to continue increasing the variety of online services we offer, including the ability to apply for a range of benefits, access information instantly, and update records. We are committed to making our online services secure and easy to use. In FY 2013, customers submitted more than 2.5 million retirement and disability applications online, an 80 percent increase over FY 2009, when customers submitted 1.4 million claims online.
Developing online services for a population with a variety of experiences and comfort levels with technology presents a unique challenge. We solicit stakeholder input using a variety of methods prior to developing our services. Usability testing, focus groups, and advocacy discussions are common tools we use to engage our external stakeholders. We also consult with our employees when developing online services. Once we implement new online services, we continue to engage the public by soliciting their feedback using the American Customer Satisfaction Index (ACSI). Federal and private sectors use ACSI surveys to measure public satisfaction with various website features. In addition to the ACSI feedback, we also use internal survey mechanisms to improve our online services. These tools provide us with standard, statistical measurements of public satisfaction, and we use this information to guide decision-making for future improvements.
