The VA: A Model for Federal Government CX Transformation
The Department of Veterans Affairs (VA) has been at the forefront of customer experience (CX) transformation within the federal government. Since 2010, they have made significant strides in improving the way it serves veterans, their families, caregivers, and survivors. This blog post explores the key changes and initiatives that have positioned the VA as a model for CX transformation.
The Beginning of the Journey
The VA's CX transformation journey began in earnest around 2010, driven by a growing recognition of the need to better serve veterans. The initial focus was on understanding the unique needs and challenges faced by veterans and their families. This involved extensive research and engagement with the veteran community to gather insights and feedback.
Establishing the Veterans Experience Office
In 2015, the VA took a major step forward by establishing the Veterans Experience Office (VEO). The VEO was tasked with leading the department's efforts to improve CX by adopting best practices from both the public and private sectors. This included implementing industry-leading CX methodologies and tools to enhance service delivery across the VA
Key Initiatives and Milestones
Veterans Signals (VSignals): Launched in 2017, VSignals is a real-time feedback tool that allows veterans to share their experiences with VA services. This feedback is used to identify areas for improvement and drive changes that enhance the overall veteran experience
Customer Experience Cookbook: In 2020, the VA released the Customer Experience Cookbook, a comprehensive guide for federal agencies looking to build and mature their CX capabilities. The cookbook outlines key ingredients and recipes for embedding CX in government services, drawing on the VA's own experiences and successes
Trust Scores: Over the past decade, the VA has made significant progress in building trust with veterans. Trust scores, as determined by veteran customers, have increased by 24% over the past five years, demonstrating the tangible impact of the VA's CX initiatives
Cross-Agency Priority (CAP) Goal: The VA has played a leadership role in the President's Management Agenda (PMA) Cross-Agency Priority (CAP) Goal on improving customer experience across federal services. This has involved collaborating with other federal agencies to share best practices and drive CX improvements government-wide
Reaching the Acceleration Point
In 2025, the VA is at a critical "acceleration point" in its CX transformation journey. The department has not only implemented foundational CX practices but is now poised to achieve even greater levels of service excellence and innovation - and for one of the country’s most vulnerable populations. The VA's commitment to continuous improvement and its focus on the needs of veterans have set a high standard for other federal agencies to follow. Let’s get to work!
Conclusion
The VA's journey in transforming customer experience over the past decade serves as a powerful example of how federal agencies can prioritize the needs of their customers and achieve meaningful results. By adopting a user-centric approach, leveraging real-time feedback, and fostering collaboration, the VA demonstrates the possibility of creating a government that truly serves the people.
VA Reaches “Acceleration Point” in CX Transformation
A Transformation is Under Way at US Veterans Affairs. We got the inside look.
