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Recommended Functions for a Customer Experience Office

 

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Abstract

Executive Summary   

This paper was initially commissioned by the Department of Veterans Affairs (VA) as result of its commitment to transform the agency into an organization that delivers exemplary service to veterans and their dependents and exudes an atmosphere whereby employees are even prouder of their work to serve veterans.  The VA established a centralized Customer Experience Office at the enterprise level to bring focus to this goal.  Greg Giddens, Executive Director of the Enterprise Program Management Office, VA, asked the ACT-IAC Customer Service Task Force through the Institute for Innovation to describe the primary functions required to establish a Chief Veteran Experience Office (CVXO) based on best practices. After an initial brainstorming session with the Task Force and the VA, we identified seven areas to be discussed. They include:

  • Customer Experience (CX) Strategy
  • Customer Experience Innovation
  • Channel Management
  • Business Improvement / Performance Management / Customer Advocacy
  • Research, Data and Insights
  • Marketing and Outreach / Partner Relationships
  • Culture

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Document Date: 
Dec 1, 2015