Janet Pence is being recognized for being instrumental in transforming the customer experience (CX) landscape at U.S. Customs and Border Protection (CBP), leveraging her forty years of service and leadership. Appointed to a CX role in 2023, Janet has pioneered the integration of human-centered design (HCD) methodologies across CBP and the Department of Homeland Security (DHS). Her initiatives have redefined CX as "CBP Experience" (CBPX), aligning it more closely with the agency’s mission and gaining widespread acceptance.

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Under Janet’s guidance, CBPX has formalized its structure and strategy, establishing itself as a pivotal division within CBP. She has developed comprehensive operating models, roadmaps, and playbooks that serve as frameworks for enhancing CX practices not only within CBP but also as a model for other agencies. Janet’s efforts have included embedding CX criteria into senior executive service performance plans and conducting usability testing to improve user adoption and streamline processes.

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Janet’s impact extends to critical CBP programs like Global Entry and the Automated Commercial Environment (ACE), where her customer-focused approach has identified numerous improvements, reducing operational burdens and enhancing efficiency. These efforts directly benefit the public by facilitating smoother travel experiences and ensuring more efficient trade operations, which are vital for the U.S. economy.

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Janet’s achievements have been recognized not only within CBP but also across DHS and government-wide, where her approach to cultural transformation and CX innovation serves as a benchmark for excellence. Despite leading CBPX with a small team, Janet’s initiatives have already shown significant returns, such as saving hundreds of thousands of hours for commercial vessel agents and CBP staff annually, and reducing costs for stakeholders by millions of dollars.

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In summary, Janet Pence’s leadership has been pivotal in enhancing public services through innovative CX strategies at CBP, ensuring improved efficiency, compliance, and customer satisfaction across critical national security and economic missions. Her work stands as a testament to the transformative power of human-centered design in government service delivery.