The challenge they faced:
The All of Us Research Program—NIH's most ambitious precision medicine initiative—needed a cohesive customer experience (CX) strategy to better engage participants, researchers, and partners. Among dozens of research partners, and throughout the NIH, each group collected data and feedback independently, making it impossible to understand the end-to-end experience or identify what truly drove participation and trust.
Our approach:
We partnered with NIH to design a CX strategy and governance framework that connected insights, leadership, and action. We built a cross-functional task force, established measurable goals, connected data signals to those goals, and created actionable playbooks and user journey maps to guide implementation. We also built a change management plan to embed CX practices across teams and ensure long-term adoption.
The business impact:
- Unified, measurable CX strategy implemented with consistent tools, processes, and governance across partners
- 30% faster research to insights based upon a new research and analysis process
- Established a lasting foundation for participant engagement, continuous measurement, and self-sustaining CX capability
