S3E2: How VA Built 80% Trust With Veterans

The U.S. Department of Veterans Affairs (VA) created its Veterans Experience Office (VEO) in 2015 with the goal of integrating a customer experience (CX) approach to veteran care, benefit, and service delivery. Since the office’s launch, VA has measured that veteran trust in the department has grown from 55% to 80%. Because of VEO’s collaboration with VA's administrations, veterans have been able to more easily navigate VA websites, have more streamlined and empathy-driven medical care, and more. Denise Kitts, VEO’s enterprise measurement and design executive director, helped stand up VEO and has been a key player in improving how veterans, their families, and their caregivers interact with VA. She joins us in this episode to learn how CX has transformed the way veterans can get the service they need from VA and the role CX plays in building trust with veterans. 

Denise Kitts is the VA VEO executive director of Enterprise Measurement and Design. She rejoined VEO in 2022 after helping establish the office in 2015. She is responsible for the VA Qualitative and Quantitative Data Strategy and for deploying VA’s Trust Survey, along with other operational and program-level surveys. She was chief data technology officer for the chief technology officer prior to rejoining VEO. 

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