Case Study: City of St. George improves resident services and builds trust with Qualtrics

Using CX insights to build trust with residents, improve city services

The City of St. George was looking for a better way to understand resident issues and improve service delivery across its website and internal support processes. Working with Qualtrics, the city used CX insights and a ticketing system to capture website-related problems, uncover gaps in resident journeys, and reduce dead ends in the customer experience.

Qualtrics helped St. George identify specific website and workflow issues, including a broken tournament registration path and gaps in call routing and follow-up. As a result, the city streamlined standard operating procedures, improved accountability, and launched follow-up surveys and automated escalation when issues aren’t resolved. The city also began using Qualtrics feedback to inform budget priorities and broader service decisions.

City of St. George

Chad Thomas

Economic Development Director