Government Matters: Barbara Morton

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The Department of Veterans Affairs (VA) oversees the care of over 9 million vets. Within the agency, the Veterans Experience Office (VEO) works to make sure the experience of accessing benefits is easy and seamless.

  • The VEO was established in 2015 after the VA medical center wait time crisis, when the department recognized it did not have an enterprise-wide mechanism to understand customer experience, said Barbara Morton, deputy chief veterans experience officer.
  • The office created a VA Trust report that led to an increase in veteran trust by over 20%, said Morton, and improved the department website, which increased customer satisfaction.
  • She said the VEO uses human-centered design and surveys to translate data into tangible actions.