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Veterans Experience OfficeCUSTOMER EXPERIENCE (CX)CAPABILITIES TO SUPPORTVA’S MISSION2021

The Veterans Experience Office (VEO) is the Secretary’s sharedservice for customer experience capabilities. VEO applies bestpractices of data, tools, technology, and engagement to supportthe Department’s delivery of care, benefits, and services to Veterans,their families, caregivers, and survivors.For more information about VEO’s offerings, email Vets-Experience@va.gov.For formal project requests, email VACOVEOIntakeRequest@va.gov.Download VA’s Customer ExperienceAccomplishment Report forexamples of successful projects.CUSTOMER EXPERIENCE DATAVEO provides in-depth and real-time customerfeedback based on surveys or human-centereddesign (HCD) and research.HUMAN-CENTERED DESIGNWe uncover challenges and suggest solutions(Problem Framing and Planning, DiscoveryResearch, Ideation, Prototyping, Testing). VEO usesinnovative problem-solving methods and HCD tounderstand the experience of customers interactingwith VA and recommends solutions from theirperspective.Project provides insights, case studies, customerpersonas, journey maps, solution prototypes, testingresults, and recommendations.JOURNEY MAPSWe show you yourcustomer’s journey.Based on qualitativedata, we developcompelling visual aidsthat demonstrate howVeterans and/or otherstakeholders currentlynavigate VA benefitsand services, includingpain points, brightspots and moments that matter most to customersthroughout their journey.Project provides customer insights reports, relevant dataand research, and future maps based on alleviated painpoints.CATALOG OF SERVICESLISTENING TO THE VOICE OF THE CUSTOMER» Veterans Signals (VSignals) – What is yourcustomer telling you? – A powerful, real-timedigital survey platform that provides descriptive,predictive, and prescriptive analysis of CX surveydata using data science techniques, automatednatural language processing, and artificialintelligence.Project provides survey development, surveyimplementation, training, access to real-time data,reporting, and recommendations based on customerfeedback.» Community Signals (CSignals) – What is yourcommunity telling you? – A digital survey thatgains the perspectives and feedback from anyVeteran, family member, caregiver, and survivor inlocal communities, including those who may notcurrently utilize VA services.Project provides survey development, surveyimplementation, training, access to real-time data,reporting, identifies resource gaps, and communicationinsights.» Employee Signals (ESignals) – What are youremployees telling you? – A digital survey thataffords all VSignals capabilities but is targetedtowards VA employees.Project provides survey development, surveyimplementation, training, and access to real-time data.ENVIRONMENTAL SCANS & TRIP PACKSKnow your community. VEO provides data-rich onepage snapshots of CX and Veteran demographic datafor each state or requested city.VETERANS EXPERIENCE OFFICE2

PROJECT SPOTLIGHT: VSIGNALSVSignals surveys help to identify and informopportunities for immediate and short-termservice recovery and long-term program andsystems improvement. VSignals helps measurethe Veteran customer experience with widely accepted CX metricsincluding ease, effectiveness, emotional resonance, and VA-wideand service specific trust.With these surveys, VA can measure, for the first time, the level oftrust its customers have in the organization, in real time. In May2020, Veteran trust in VA health care outpatient services reached90.1%, the highest level attained since being measured.VA has deployed 65 unique VSignalsSurveys across VA benefits and services35 MILLIONSurveys sent6.1 MILLIONResponses2.2 MILLIONFree-text commentsData as of January 2021CUSTOMER EXPERIENCE TOOLSVEO empowers VA employees and teams with theright skills to improve customer interactions.CX CONSULTATION, COACHING, STRATEGICPLANNINGOn-site or virtual customized CX consultations for VAorganizations seeking to improve their CX programsand scores.Project provides data analysis, observations, in-personfocus groups, interviews, recommendations, and solutionsupport through toolkits and evidence-based practices.PATIENT EXPERIENCE (PX) TOOLKITSThe Veterans Patient ExperienceProgram (VAPX) was launched in2016 to define, design, and deploya PX Framework for VA. More than30 toolkits are available on theVAPX SharePoint site.Project provides tools, research,resources, guidance, support, andconsultation services to all VA medical facilities.OWN THE MOMENT CX EMPLOYEE WORKSHOPEmpowering VAemployees. Developsemployee skills toencourage the deliveryof positive customerexperiences by connectingwith customers emotionally. The workshop wasdesigned based on HCD and best practices of leadingservice companies including USAA, Starbucks, and RitzCarlton.Project provides in-person or virtual trainers or trainthe-trainers, artifacts and training toolkits, programimplementation support.VA WELCOME KITImproving navigation for our customers. Anonboarding guide designed with Veterans for Veteransusing the Journeys of Veterans Map that outlines stepsto access VA care, benefits, and services in an easy tofollow layout. Quick start guides can be developed forindividual programs. Current quick start guides includeVet Centers, Caregiver Services, Women Veterans, andothers.Project provides the research and development of aspecialized quick start guide to support your programposted with the VA Welcome Kit.CATALOG OF SERVICESVETERANS EXPERIENCE OFFICE3

CONTACT CENTERSSERVICE RECOVERY CONSULTATIONEnterprise-wide standards for customer response.Service recovery is a fundamental element of VA’scommitment to CX that empowers VA to quicklyacknowledge concerns, clearly communicate the planfor resolution and make things right for the Veteran,family member, caregiver, or survivor.Project provides Service Recovery Council consultation,standards, tools, and best practices.CUSTOMER EXPERIENCE TECHNOLOGYConnecting and sharing VA systems and services.DIGITAL EXPERIENCE STRATEGY AND SUPPORTDelivering an effective and unified customerexperience. VEO serves as a key integrator ofdigital business services to build seamless customerexperiences across all channels such as self-serviceVA.gov, chat, chatbots, contact centers, virtual agents,and mobile. VEO also supports legacy solutions(eBenefits, My HealtheVet) transition to a modernized,unified, and Veteran-centered digital experience.(1-800-698-2411) (directory assistance, generalinformation, VA.gov navigation assistance, ad-hocissues such as MISSION Act and COVID-19) and theWhite House VA Hotline 1-855-948-2311 (intakecompliments, concerns, and recommendations).OFFICE OF THE SECRETARY’S OFFICE OF CLIENTRELATIONSENTERPRISE CONTACT CENTER OPERATIONSCoordinating intra-agency and leadershipresponses to Veteran inquiries. VEO’s clientrelations experts coordinate and implement intraagency actions at the enterprise-level, aimed attimely resolution of service recovery inquiries. Servesas the central coordination point for inquiries/responses prepared on behalf of the Secretary, highrisk situations, and security threats that impact thesafety of VA employees, Veterans, family members,caregivers, and survivors.Answering VA customer calls. VEO Contact CenterOperations provide VA-wide customer support24/7/365 via Tier 1 Contact Center 1-800-MyVA411Project includes standard operating procedures for directVeteran inquiries, VA customer relationship managerexpertise, and expedited service recovery.Project includes digital experience solutions, surveyingand feedback, technical support, connections tocustomer data profiles, and VA digital strategy andgovernance.CATALOG OF SERVICESVETERANS EXPERIENCE OFFICE4

CONTACT CENTER EXPERIENCE STRATEGY ANDSUPPORTContact Center Engagement and Experience.Implements a consistent experience across VA’sdigital and contact center touchpoints, optimizesoperations and systems, and manages data to meetand anticipate customer needs.Project provides integrated VA enterprise contact centerbusiness intelligence, data, and process mapping;suggests policy, standardizes goals, and identifies painpoints and multi-channel solutions; and a VA-widecustomer relationship management platform for intakeand management.ENTERPRISE DATA MANAGEMENTConnecting VA customer data. VA-wide solutionfor common data management that providesauthoritative identity, military, contact, demographic,socio-economic, contact center, and experiencedata through a simplified integration. It includes VAProfile, Customer Experience Data Warehouse (CxDW),Identity & Access Management (IAM), VA/DOD IdentityRepository (VADIR), Registration, Eligibility andEnrollment (REE), Individual Longitudinal ExposureRecord (ILER), and VEO Contact Centers.Project provides program governance, master datamanagement and data quality support, shared datastrategies, and consultation with data-driven solutionsand performance studies.CUSTOMER EXPERIENCE ENGAGEMENTReaching our to Veterans, their families, caregiversand survivors where and when they want.#VETRESOURCES NEWSLETTERVA’s largest enterprise-wide communication tool.Each week VEO emails VA and non-VA resources andupdates to all known VA customer email addresses(approximately 12M). All VA communicators are invitedto submit content. Sign up to receive #VetResources.Project includes content consultation, weekly VA-widescheduling meeting, sharing of resources, and outcomereports.COMMUNITY VETERANS ENGAGEMENT BOARDS(CVEBs)Representing Veteranswhere they live. CVEBsbuild collaborations thatseek to maximize localVeteran resources toaddress Veteran issues onecommunity at a time.Project provides CVEB outreach, consultation, charters,tools, local representation with VAMC, NCA, and ROdirectors, Veteran-Friendly Community AppreciationEvents, Lunch and Learns.PROJECT SPOTLIGHT: NEWSLETTERThe #VetResources Newsletter is VA’s only enterprise-wide digital outreachproduct. With a subscriber list of over 12M VA customers, #VetResourceshas sent more than 1 billion emails that were opened 290M times, driving55M clicks to VA and non-VA resources since April 2019. #VetResourceshas quadrupled traffic to VA’s blog and tripled views of news releases.VEO also sends state #VetResources in partnership with state Departmentsof Veterans Affairs and community organizations. Specific state resourceshave been sent to Veterans in Alabama, Arizona, Georgia, Hawaii, Illinois,Kansas, Kentucky, Minnesota, Nebraska, Pennsylvania, and Texas.CATALOG OF SERVICESVETERANS EXPERIENCE OFFICE5