NASA Improves Visitor Website Experience via Qualitative Insights from Verint
Results
Enables gathering, analyzing, and acting on customer feedback at scale.
Informs changes to website design and navigation for improved customer experience.
Provides qualitative feedback to guide improved content creation and usability.
About NASA
The NASA website attracts all ages – from young space explorers to those who remember the earliest days of the U.S. space program and the first trips into space by human astronauts. The site averages nearly 50 million visitors annually, with traffic spiking around significant events such as launches, eclipses, and new research and findings.
Opportunity
While NASA had tools to monitor quantitative metrics, it sought to gain more qualitative feedback from website visitors. In particular, the agency wanted to improve its understanding of visitors’ perceptions of content and navigation to drive continuous improvement in support of elevating and optimizing digital engagement and experience.
Solution
The Office of Communications, responsible for overseeing the NASA website, uses Verint to collect real-time feedback from visitors. With Verint Voice of the Customer solutions, part of Verint Platform, organizations can gain in-the-moment feedback across digital touchpoints and, in turn, make adjustments as needed to improve the website experience.
Since the best-of-breed Verint solution is listed on the GSA Schedule, it was previously vetted and validated, making the procurement process easy. Further, implementation was simple. All that was required was adding code to NASA’s site that calls back to the Verint servers.
Surveys pop up on different pages of the website to capture visitor input, giving the Office of Communications team valuable, real-time insight on the customer experience. In addition, by gathering demographic information, the team can segregate feedback based on target audience, such as news media, K-12 students, etc., to ensure NASA is effectively meeting the needs of the broad and diverse audience it serves.
While NASA had tools to monitor quantitative metrics, it sought to gain more qualitative feedback from website visitors. In particular, the agency wanted to improve its understanding of visitors’ perceptions of content and navigation to drive continuous improvement in support of elevating and optimizing digital engagement and experience.
Benefits
Since deploying Verint Voice of the Customer solutions, NASA has implemented five website redesigns, all guided by user feedback and the insights of the Verint predictive methodology. The open-ended survey questions provide valuable insights to the more than 200 content creators across the agency. The feedback fuels modifications and improvements to the types of content for specific sections of the site. Feedback on navigation and functionality have also resulted in positive changes to the site such as slowing the speed of the homepage carousel.
Because NASA web traffic spikes around major events and announcements, the Office of Communications team takes a long-term view at comparing quantitative and qualitive data. Looking at quarterly and annual trends, the team now has a truer picture and understanding of the voice of the customer to gauge and drive opportunities for ongoing improvement.
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