VETERAN EXPERIENCE OFFICE

The Veteran Experience Office is one of the first customer offices in government and the first for a large department-level.  Created after the disaster in Phoenix when veterans couldn’t schedule medical appointments for months that resulted in some deaths of veterans, the Secretary of Veterans Affairs Bob McDonald leveraged his commercial experience to improve the lives of veterans and their families.  The VEO was modeled from best practices in industry to include Amazon, USAA, Starbucks, Marriott, and the Mayo and Cleveland Clinics. The VEO embraced human centered design, user and digital experience and data science mechanisms from the voice of the customer to modernize and improve the experience of over 20 million Veterans.

Given their success, the Deputy Veteran Experience Officer, Barbara Morton was selected to serve as the agency champion for the Cross Agency Priority (CAP) goal on improving government services.  VEO championed the government-wide CX metrics with the Office of Management and Budget (OMB) that have been instituted as performance requirements for all high-impact Federal agencies in OMBs A-11 Circular (June 2018).

 

The VEO has many accomplishments, including:

  • Establishing VA’s first governance structure to infuse customer experience data into VA-wide decision-making under the Secretary’s Navigator Modernization Initiative.  The VEO led critical coordination efforts with DoD, which outlined new rules for data sharing between VA and DoD, easing service members transition to the VA.
     

  • Transforming va.gov from a VA-centered, corporate website to a user-friendly site for Veterans to transact with VA.  The redesign of the site was based on input from Veterans and feedback from over 4,000 users. They created a customized, personalized Veteran profile for users where they can update their contact information in one place rather than calling many different offices and organizations.  This transformation was in collaboration with the VA Digital Services Team.
     

  • Developing award winning models and programs to include the 24/7 White House VA Hotline that satisfied POTUS commitment to improve the Veterans experience, and resolve Veterans, families, caregivers, and survivors complaints.
     

  • Leading the successful deployment of an integrated Customer Relationship Management (CRM) technology across multiple VA business lines, including VHA Member Services, Community Care, Veterans Crisis Line and others.  This led to significant increase in veteran satisfaction, with over 5,000 Veterans providing positive feedback relating to the new digital tools and customer service scores improved by 5% in the national contact centers in FY 18.

2019

SERVICE TO THE CITIZEN AWARD WINNERS

LEE BECKER

CHIEF OF STAFF

DEPARTMENT OF VETERANS AFFAIRS

 

ANIL TILBE

DIRECTOR, ENTERPRISE MEASUREMENT & DESIGN

DEPARTMENT OF VETERANS AFFAIRS

DENISE KITTS

STRATEGIC BUSINESS INTEGRATOR

DEPARTMENT OF VETERANS AFFAIRS

BARBARA MORTON

DEPUTY VETERAN EXPERIENCE OFFICER

DEPARTMENT OF VETERANS AFFAIRS

ERIN SIMINERIO

ACTING LEAD, INSIGHT & DESIGN

DEPARTMENT OF VETERANS AFFAIRS

  • Implementing one of the first real-time, by transaction survey and predictive analytics customer experience capabilities into reality in FY 18.  The VEO oversaw the creation of a VA-customer experience feedback platform called Veterans Signals (formerly known as Medallia) into a robust data collection and analytics capability.  The VEO exceeded their goal of deploying Veterans Signals across VHA by deploying across the VHA and the NCA contact centers as well as the Board of Veterans Appeals to improve service at the programmatic and operation levels.
     

  • Supporting the White House’s President’s Management Agenda (PMA) by creating a journey map of newly transitioning Veterans seeking employment partnering with the Office of Management and Budget, the General Services Administration, the Department of Education and sister agencies.
     

  • Designing VA’s first ever Customer Experience Policy issues by the VA Secretary in August 2018 which hard-wires CX into VA strategy and decision-making by applying the four core VEO capabilities and framework xxxxxx

 

  • Establishing organizational and individual Senior Executive Service (SES) accountability for CX as part of the annual performance metrics.

 

  • Leading the team to use human-centered design to develop qualitative data on the Veteran experience with VHA inpatient services. Qualitative research occurred across 11 VA medical centers involving 100 Veterans and over 400 VA staff to understand Inpatient Experience at VA.  Five tangible tools were designed based on Veteran input and piloted across multiple VA medical centers, including a new Discharge journey booklet for patients to know what to expect and next steps for discharge; a new Discharge checklist tool leading up to discharge for patients and healthcare staff; a new Caregiver care package with and information guide for hospitalization and discharge; a new Information in Your Hand quick reference booklet for caregivers and Veterans to get quick information while they are hospitalized; and a Familiar Faces tool that shows faces of hospital team to familiarize Veterans with their care teams. After piloting completes, all tools will be rolled out nation-wide in FY19.

 

  • Closely partnering with VHA to implement VEO’s Patient Experience Program across nearly 90% of VHA medical centers in FY18.  Under this program, VEO delivered industry-informed, tangible customer experience tools to empower employees to deliver exceptional experiences, including customer experience training to 41,000 VHA employees; a VHA-wide, standard Red Coat Ambassador program to greet Veterans, their families, caregivers, and survivors and help them navigate VHA medical centers; industry-informed leadership rounding practices based on best practices from Mayo Clinic, Beryl Institute, UCLA Medical Center, and other tools. Early results show an increase in Veteran Trust by up to 2 points across an initial 15 VA medical centers.

 

These efforts have resulted in transformational change at the VA and across the federal government.  Instituting a formal customer experience governance structure in VA, which includes qualitative and quantitative Veteran experience feedback data to drive solutions designed by integrated project teams

VEO achieved exceptional results in delivering transformational customer experience capabilities to the Department of Veterans Affairs (VA), including: 1) a real-time, customer experience data platform with transactional surveys and predictive analytics; 2) tangible tools to support and empower employees to deliver exceptional customer experiences; 3) user-friendly, integrated, and industry- designed, technology for Veterans and VA employees; and 4) targeted local engagement and strategic partnerships to link together local communities, Veterans, families, caregivers, survivors, and VA.

Deputy VEO Director Barbara Morton was nominated to serve as the senior leader supporting Office of Management and Budget (OMB) efforts to develop a Cross-Agency Priority (CAP) Goal on Customer Experience across government. Barbara is leading the VA effort to support the CAP goal and provide the mechanisms and best practices in data, tools, and technology for other agencies to adopt best in industry customer experience mechanisms to improve the citizen experience.

For Questions /  Contact us at info@servicetothecitizen.org

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