The Affordable Care Act (ACA) commits to giving consumers applying for affordable health coverage a seamless, top-flight experience. Turning that lofty goal into reality will require performance standards to assure the expectation is met. In some instances, for example, consumers calling an Exchange (Federally Facilitated Exchange also known as an “FFE”, or a state Exchange) may be transferred to another entity such as a state or county agency to make a full Medicaid eligibility determination. Handoffs between agencies can result in a frustrating consumer experience. Clear performance guidelines are essential to optimize the possibility of a smooth, satisfactory experience.