FedScoop: Sammies award-winner Barbara Morton on the importance of measuring customer experience

Barbara Morton, the deputy chief veterans experience officer at the VA and winner of the 2022 management excellence medal at the Samuel J. Heyman Service to America awards, said the government must find ways to provide services and experiences on par with the private sector with trust and human-centered design as their north stars…

According to an annual survey carried out by the department, the VA Trust Report, veterans’ trust in the VA has risen by 24 percentage points from 55% in 2016 to 79% in 2022.

“The power of our experience office is looking beyond operational measures like number of appointments, scheduled number of surgeries, conducted number of new enrollees. [These are] all wonderful measures to kind of keep track, but what you don’t see are the experiences tied to those things,” Morton told FedScoop during an interview after the Samuel J. Heyman Service to America awards, which are known colloquially as the Sammies, at the John F. Kennedy Center for the Performing Arts in Washington, D.C… Read the full article here.

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