Today’s interview reinforces the concept that large federal information technology initiatives can gain tremendous advantage if they listen to users. You will avoid costs down the road, increase trust, and even get less friction from citizens who use the system. The difficult part is how to understand the customer experience, or CX.

Three people share lessons learned from listening to users and then improving large health organizations. Barbara Morton from the VA states that customer experience must be co-equal with other operational objectives. Rather than altering design based on opinions and personalities, she believes that design should be based on customer experience data.

Dr. Lynda Davis uses the term “signals” to indicate feedback from users. In one application, she used thirty-five signal surveys to gain a better understanding of the system being improved. This reflects the concern of the Secretary of the Veteran’s Affairs Department who has indicated a commitment to customer service. It boils down to a simple concept, ask the customer what they want, design the response, and then give it to them.

Maia Laing works at the Department of Health and Human Services but has a similar strategy to reduce patient risk and clinician burden with appropriate customer experience. In the discussion, she details her use of journey maps and discussions with users. One initiative at the HHS has a phrase that sums up the value of customer input, “patients over paperwork.”

This fascinating discussion also asks each person to comment on the impact of COVID on achieving the goals of the agency.

To view this webinar: How to Win Executive Buy-in for Your CX Program.

Featured Speakers:

  • Maia Laing, Director of Strategy and Innovation, Department of Health & Human Services (HHS)
  • Barbara Morton, Deputy Chief Veterans Experience Office, Veterans Affairs (VA)
  • Dr. Lynda Davis, Chief Veterans Experience Officer, Veterans Affairs (VA)
  • Lee Becker, moderator & former Chief of Staff, Veterans Affairs (VA) & currently Customer Experience Champion, Public Sector & Healthcare, Medallia

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