Web-based Customer Experience Survey on USDA Rural Development (RD) Webpages

Request for Approval under the “Generic Clearance for Improving
Customer Experience: OMB Circular A-11, Section 280
Implementation”
(OMB Control Number: 0503-0024)
TITLE OF INFORMATION COLLECTION: Web-based Customer Experience
Survey on USDA Rural Development (RD) Webpages
PURPOSE OF COLLECTION:
The goal is to collect feedback through an online web survey on
an ongoing basis to gain qualitative insights from customers on
how to enhance USDA RD’s online presence and service to our
Nation. USDA RD will gather information regarding the website
interaction, satisfaction with services provided and information
available to USDA customers, and customer demographics.
USDA RD’s overall objective is to help improve the economy and
quality of life in rural America. The USDA RD website
(https://www.rd.usda.gov/) provides information on the its
programs and services for its external customers and resources
such as regulations, guidance documents, and Bulletins for the
public and USDA employees.
Survey insights will be used to inform short-term site
improvements, long-term strategic priorities, and build a data
driven culture of feedback within USDA to improve customer
experience performance.
An excel file with the questions and PDF representation of the
survey are included in this submission.
TYPE OF ACTIVITY: (Check one)
[
] Customer Research (Interview, Focus Groups)
[ X ] Customer Feedback Survey
[
] User Testing
ACTIVITY DETAILS
1. How will you collect the information? (Check all that apply)
[ X ] Web-based or other forms of Social Media
[ ] Telephone
[ ] In-person
[ ] Mail
[ ] Other, Explain
2. Who will you collect the information from?
The survey will be offered to members of the public through the
USDA RD website, https://www.rd.usda.gov. The majority of USDA
1

customers are private individuals, businesses, and USDA
employees from across the nation that are looking for
information regarding USDA programs and services.
3. How will you ask a respondent to provide this information?
Participants will self-select by clicking on a call-to-action
feedback button on USDA RD webpages. A survey window will
display, which can be completed and submitted from within that
window.
4. What will the activity look like?
Participants will have the opportunity to respond to 6 A-11 CX
driver questions, 2 optional open-text questions, and 6 optional
demographics questions for a total of 14 questions. We
anticipate that the survey will take approximately 3 minutes to
complete.
5. Please provide your question list.
An excel file with the questions is included in this submission.
6. When will the activity happen?
This survey will remain on our website in alignment with the
timing of the overall clearance.
7. Is an incentive (e.g., money or reimbursement of expenses,
token of appreciation) provided to participants?
[ ] Yes [ X ] No
If Yes, describe:

BURDEN HOURS
Category of Respondent
Individuals – Public, Business, and
Anyone visiting the USDA RD website
Totals

CERTIFICATION:
I certify the following to be true:
1. The collections are voluntary;

2

No. of
Respondents
5000

Participation
Time
3 minutes

Burden
Hours
250

5000

3 minutes

250

2. The collections are low-burden for respondents (based on
considerations of total burden hours or burden-hours per
respondent) and are low-cost for both the respondents and the
Federal Government;
3. The collections are non-controversial and do not raise issues
of concern to other Federal agencies;
4. Any collection is targeted to the solicitation of opinions
from respondents who have experience with the program or may
have experience with the program in the near future;
5. Personally identifiable information (PII) is collected only to
the extent necessary and is not retained;
6. Information gathered is intended to be used for general
service improvement and program management purposes
7. Upon agreement between OMB and the agency aggregated data may
be released as part of A-11, Section 280 requirements only on
performance.gov. Summaries of customer research and user
testing activities may be included in public-facing customer
journey maps.
8. Additional release of data will be coordinated with OMB.
Name: XXX, Secretary’s Office of Customer Experience (OCX)

Simchah Suveyke-Bogin

Digitally signed by Simchah Suveyke-Bogin
Date: 2020.11.12 11:11:04 -05'00'

All instruments used to collect information must include:
OMB Control No. 0503-0024
Expiration Date: 04/30/2023

3

HELP SHEET
(OMB Control Number: 0503-0024)
TITLE OF INFORMATION COLLECTION: Provide the name of the collection that is
the subject of the request. (e.g. Comment card for soliciting feedback on
xxxx)
PURPOSE: Provide a brief description of the purpose of this collection and
how it will be used. If this is part of a larger study or effort, please
include this in your explanation.
TYPE OF COLLECTION: Check one box. If you are requesting approval of other
instruments under the generic, you must complete a form for each instrument.
CERTIFICATION: Please read the certification carefully. If you incorrectly
certify, the collection will be returned as improperly submitted or it will
be disapproved.
Personally Identifiable Information: Agencies should only collect PII to the
extent necessary, and they should only retain PII for the period of time that
is necessary to achieve a specific objective.
BURDEN HOURS:
Category of Respondents: Identify who you expect the respondents to be in
terms of the following categories: (1) Individuals or Households;(2) Private
Sector; (3) State, local, or tribal governments; or (4) Federal Government.
Only one type of respondent can be selected per row.
No. of Respondents: Provide an estimate of the Number of respondents.
Participation Time: Provide an estimate of the amount of time required for a
respondent to participate (e.g. fill out a survey or participate in a focus
group)
Burden: Provide the Annual burden hours: Multiply the Number of responses
and the participation time and divide by 60.

4