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VA Looks to Create Gov’t-Wide Customer Experience Institute

The Department of Veterans Affairs’ office for customer service improvement plans to launch a Customer Experience Institute that will work to oversee interagency collaborations on CX efforts, Fedscoop reported Thursday.

The VA’s Veterans Experience Office, established in 2015, was designated as a leader for the Trump administration's customer experience improvement initiative under the President’s Management Agenda in 2018. The new institute will work to sustain and formalize all CX-related activities across the federal government.

“We have credibility in this space because we’ve actually been able to build and mature customer experience capabilities,” said Barbara Morton, deputy chief of the VEO. According to Morton, the government also needs to consider experience metrics in addition to operational metrics when evaluating programs.

“In government, we have an important opportunity to expand the way we think about measures of success,” she said.

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