Trends Report

Veterans Affairs Must Get Serious About Customer Experience

New Secretary Bob McDonald Won't Solve VA's CX Crisis Until He Starts Treating CX As A Business Discipline

September 5th, 2014
Rick Parrish, Vice President, Research Director
Rick Parrish Vice President, Research Director
With contributors:
John Dalton , Corey Stearns

Summary

In May, US Department of Veterans Affairs (VA) Secretary Eric Shinseki became the second senior US official ousted by a major customer experience (CX) failure this year. His replacement, Bob McDonald, now faces the urgent but daunting task of overhauling a CX ecosystem plagued by process, personnel, and technology failures. To overcome this challenge, McDonald must get serious about the discipline of customer experience and implement all six CX disciplines. This report details those disciplines and offers advice for McDonald — and other federal executives facing similar challenges — on how to get started.

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