Customer Experience - CX - RFI CRS2.pdf

REQUEST FOR INFORMATION

Tracking No. #612572392

DISA/OE1 is seeking information from industry to assist with the development and planning of a potential new requirement.

THIS IS A REQUEST FOR INFORMATION (RFI) NOTICE ONLY. THIS IS NOT A

REQUEST FOR PROPOSALS (RFP). NO SOLICITATION IS AVAILABLE AT THIS TIME.

1. Overview/Purpose/ Description of Procurement

Overview: Customer Experience (CX) Revolution through Advanced Automation and Data- Driven Insights. This represents a strategic investment in transforming DISA's approach to Customer Experience, enabling the agency to proactively address user needs, improve service delivery, and enhance the overall quality of its services. DISA/OE has been designated as DISA’s CX Office, with the OE Director designated as the Chief Experience Officer (CXO).

Purpose: The overarching purpose of this procurement entry is to revolutionize DISA's CX by proactively anticipating customer needs and minimizing disruptions through advanced automation, orchestration, and data-driven insights. This involves moving beyond traditional CX measurement methods (e.g., surveys and trouble tickets) to a hybrid approach that combines customer interaction data with system performance data for a more comprehensive and real-time understanding of the user experience. The ultimate goal is to deliver exceptional, consistent, and personalized experiences across all touchpoints, ensuring a secure, resilient operating environment for the warfighter.

Description: This procurement effort focuses on acquiring and implementing technologies and services that enable DISA to:

• Proactively Monitor and Analyze Customer Experience: Establish a unified system leveraging infrastructure sensor platforms across various network elements for real-time analysis of negative service trends impacting customer experience. This includes procuring tools for real-time Customer/User Experience (CX/UX) scoring (such as CX Index, Net Promoter Score (NPS), Customer Effort Score (CES), Customer Satisfaction Surveys (CSAT), Transactional feedback data – how many clicks or abandonment, CX Data Integration, CX Data Normalization, Weighting Metrics and Benchmarking), customer sentiment analysis using Artificial Intelligence/Machine Learning (AI/ML), and comprehensive data integration and normalization. The aim is to understand the customer journey without relying solely on direct user feedback.

• Automate and Orchestrate Workflows: Integrate cutting-edge technologies like Robotic Process Automation (RPA), AI/ML, workflow automation, and business process management to streamline complex workflows across multiple systems and departments.

This includes automating architectural change processes using methods like Infrastructure-as-Code (IaC) and Continuous Integration and Continuous Delivery/Deployment (CI/CD).

• Enhance Data Accessibility and Sharing: Establish Chief Data Office (CDO) data sharing mandates for CX-relevant data, requiring Program Executive Offices (PEOs) and Operational Service Managers (OSMs) to share data with the CX Office. Address data siloing issues to facilitate effective CX modeling and diagnostics.

• Optimize IT Service Management (ITSM) and IT Operations Management (ITOM): Leverage Capability Maturity Model Integration (CMMI) to gauge program management maturity across ITSM and ITOM platforms, ensuring a continuous cycle of improvement and a truly customer-centric approach. Streamline service support structures and processes to reduce friction and enhance the ease of doing business within the DISA ecosystem.

• Conduct End-to-End CX Management (CXM): Enable sensing, synthetic testing, ITSM integration, and Digital Experience Monitoring (DXM) across all services so that CX can be continually measured, improved, and optimized. Develop metrics that can be derived from sensor data to describe the UX without requiring direct feedback from users.

• Procure, Calibrate, Deliver and Manage Relevant CX Technology and Tools: This includes relevant tools for synthetic testing that proactively simulates user interactions with applications and services.

• Proactive Communication: Build meaningful connections through proactive ITSM communication that is CX/Service focused in order to simplify CXM for efficiency and implementation across the enterprise.

• CX Goals: Focus on the overall experience a customer has with the DISA brand by encompassing all touchpoints and interactions, from initial awareness to post-purchase support. Set goals that create a positive and memorable experience and foster loyalty and advocacy. Make the product or service easy, intuitive, and enjoyable to use. Make navigation/ease of finding information on any DISA Website and increase the overall impression of the DISA brand.

Key elements of this procurement include:

• Infrastructure Sensor Platforms: Procuring, calibrating, delivering, and managing sensor suites to monitor network performance and user experience.

• Data Analytics and Integration Tools: Acquiring tools for data modeling, analytics, and feedback systems to build the DISA CXO DXM capability.

• Automation and Orchestration Software: Implementing technologies for robotic process automation, workflow automation, and infrastructure-as-code.

• Consulting Services: Engaging experts to provide guidance on CXM best practices, data governance, and technology implementation.

• Training: Providing training to DISA personnel on the use of new technologies and CXM methodologies.

2. Scope of Effort

This project aims to establish a best-in-class CX program for DISA by procuring, tuning, and delivering CX technology and tools. The scope encompasses end-to-end CXM covering all customer touchpoints and interactions, from initial awareness to post-purchase support, with a focus on fostering customer loyalty and advocacy. This includes:

• DXM: Leveraging data modelling, analytics, and feedback systems across DISA systems to build a comprehensive DXM solution, enabling a deep understanding of customer needs, preferences, and pain points.

• Efficient and Agile Processes: Streamlining service support structures and processes to reduce friction and enhance ease of doing business. This includes proactive, CX-focused ITSM communication.

• CX Operations Optimization: Simplifying operations for efficiency and leveraging technologies like AI and machine learning for sentiment analysis, real-time CX scoring (CX Index, NPS, CES, CSAT), and personalized CX/UX interactions. Data integration, normalization, weighting, benchmarking, and incorporating qualitative data are also within scope.

• UX Management: Continuously monitoring and modernizing UX across DISA products, services, and digital interfaces to ensure ease of use, intuitiveness, and enjoyment. This is a subset of the broader CXM initiative.

3. Technical Characteristics

To support various tool and technology development efforts in performance monitoring, reporting, simulation modeling and related mission spaces tied to other OE innovations in gathering CX/UX data with live traffic monitoring and synthetic users, CX must provide the following:

• Innovative approaches for understanding customer perceived experiences without depending on the customer as a sensor.

• Extensive knowledge of the internal behaviors of the applications under investigation, and emerging technologies to assess and improve the entire customer journey, bridging the gap between Service Level Agreements (SLA)s and actual CX/UX. (CXM)

• Best-in-class solutions for procuring, calibrating, delivering, and managing CX Technology and Tools.

• ServiceNow Integration by integrating CXM with ServiceNow platforms for proactive, CX-focused communication and efficient service support.

• IT Integration Management by managing changes within complex enterprise architectures while minimizing disruptions to CX.

• Software Development Methodology by conducting testing to evaluate the impact of different design and functionality choices on customer/user behavior and satisfaction while leveraging IaC for CI/CD.

• Extract management data from ServiceNow platforms to inform automation and orchestration efforts for CX improvement.

• OE’s innovative synthetic testing and deployments of Non-Person Entity (NPE) certificate authorized users replicating a full range of UX functions allows for direct comparisons to expected system performance with fully repeatable and consistent testing.

• Establish and maintain standardized CX measurements that adequately and correctly align with the actual system performance as perceived by the users.

• Develop consistent CX and automation processes that mesh with the various sensor strategies and deploy resources while effectively reducing the level of effort across programs implementing new projects and deploying new services.

• Streamline and automate processes using RPA, AI/ML, workflow automation, and business process management. Includes API development and maintenance for data exchange

• Leverage data modeling, analytics, and feedback systems across DISA systems to understand customer needs, preferences, and pain points. (DXM)

• Possess a solid understanding of front-end technologies (HTML, CSS, JavaScript) to understand the user impact and implications of front-end development work and provide training of staff on implemented solutions.

4. Requested Information

The Government seeks to enhance the draft solution while ensuring the identified scope and technical characteristics are met. In response to this RFI, please include your company’s innovative ideas and approaches or known emerging technologies that could improve, streamline, enhance, or modernize the procurement. Please provide responses to the following eight questions:

1) How would you establish and tune CX technologies to achieve measurable improvements in customer satisfaction? What key performance indicators (KPIs) would you use to measure and improve the effectiveness of CX technology?

2) Provide innovative or streamlined approaches you have experience for integrating various customer feedback mechanisms (e.g., surveys, operational data) into your DXM approach?

i. What reporting and visualization tools and techniques would you utilize to present DXM data in a clear and actionable manner?

ii. How would you use DXM system trigger alerts to facilitate proactive responses to identified customer experience issues?

iii. How would you innovative the approach to moving beyond traditional customer surveys, trouble tickets and the like that reliably provide customer feedback.

3) What approach would you use to ensure seamless CX integration with existing systems and minimizing disruption during implementation for large, complex organizations, within the public sector?

4) What would you describe as a comprehensive approach to CXM, CX-focused automation, and architectural change management, including methodologies for needs assessment, solution design, and success measurement?

5) How would you translate DXM insights into concrete service improvement initiatives?

How would you use DXM data to identify areas for improvement, implement changes, and measure the impact of those changes?

6) How would you leverage Artificial Intelligence for IT Operations (AIOps), machine learning, and other emerging technologies to enhance the customer journey and improve service delivery? How do these technologies contribute to measurable improvements in

CX?

7) How would you achieve proactive CX/UX-focused ITSM communications? What technology, techniques, processes, and training should be employed?

8) What security measures and compliance certifications, particularly concerning the handling and protection of sensitive customer data, do you deem necessary for providing exceptional CX? What is your recommended approach to customer data protection to include: data encryption, access control, vulnerability management, and incident response?

RESPONSE GUIDELINES:

Interested parties are requested to respond to this RFI with a white paper. Submissions cannot exceed 30 pages, single spaced, 12-point type with at least one-inch margins on 8 1/2” X 11” page size. The response should not exceed a 10-20 MB e-mail limit for all items associated with the RFI response. Responses must specifically describe the contractor’s capability to meet the requirements outlined in this RFI, specifically Section 4, Requested Information. Oral communications are not permissible.

Responses should also include the following company information:

1. Company Name:

2. Company Unique Entity Identifier (UEI) and/or Commercial and Government Entity

(CAGE):

3. Point of Contact: Provide the name, phone number, and email address of the primary point of contact for your company

Companies who wish to respond to this RFI should send responses via email no later than July 21, 2025, at 12:00pm EST to Andrew Crist at andrew.p.crist.civ@mail.mil and Benjamin Cummings at benjamin.cummings6.civ@mail.mil.

INDUSTRY DISCUSSIONS:

DISA representatives may choose to meet with potential offerors and hold one-on-one discussions. Such discussions would only be intended to obtain further clarification of potential capability to meet the requirements, including any development and certification risks.

QUESTIONS:

Questions regarding this announcement shall be submitted in writing by e-mail to Andrew Crist at andrew.p.crist.civ@mail.mil and Benjamin Cummings at benjamin.cummings6.civ@mail.mil.

Verbal questions will NOT be accepted. Answers to questions will be posted to SAM.gov. The

Government does not guarantee that questions received after July 11, 2025, will be answered.

The Government will not reimburse companies for any costs associated with the submissions of their responses

DISCLAIMER:

This RFI is not a Request for Proposal (RFP) and is not to be construed as a commitment by the Government to issue a solicitation or ultimately award a contract. Responses will not be considered as proposals nor will any award be made as a result of this synopsis.

All information contained in the RFI is preliminary as well as subject to modification and is in no way binding on the Government. FAR clause 52.215-3, “Request for Information or Solicitation for Planning Purposes”, is incorporated by reference in this RFI. The Government does not intend to pay for information received in response to this RFI. Responders to this invitation are solely responsible for all expenses associated with responding to this RFI. This RFI will be the basis for collecting information on capabilities available. This RFI is issued solely for information and planning purposes. Proprietary information and trade secrets, if any, must be clearly marked on all materials. All information received in this RFI that is marked “Proprietary” will be handled accordingly. Please be advised that all submissions become Government property and will not be returned nor will receipt be confirmed. In accordance with FAR 15.201(e), responses to this RFI are not offers and cannot be accepted by the Government to form a binding contract.