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John Boerstler, chief veterans experience officer at the Veterans Experience Office in the Department of Veterans Affairs, shares the strategy his office takes when providing a rewarding customer experience to all the VA constituents — from active military to caregivers of veterans.
The phrase ‘customer experience’ often leads a listener to automatically think ‘retail’ and ‘shopper.’
But CX goes well beyond retail, across many industries including the federal government level and the Department of Veteran Affairs.
While the VA’s constituent base isn’t the traditional consumer buying an item, the customer base is receiving services — thousands of government and non-profit services provided to veterans, service members, families and care givers.
And the focus is very much the same as in traditional retail CX — a seamless, rewarding interaction in which the customer attains what is needed and treated with the respect and care expected and wanted.
At the Department of Veteran Affairs, the CX charge is led by John Boerstler, chief veterans experience officer who leads the Veterans Experience Office. The office is the insight engine supporting and enabling the department in providing the highest quality experiences.
Boerstler is the recipient of both the Eisenhower and Marshall Memorial Fellowships. As the first Marshall Prize recipient, he recently completed a three-year project in Ukraine to assist in the development of their Ministry of Veterans Affairs — the first of its kind in Europe.
As he shares in the podcast, his CX focus and strategy for the VA is very much aligned with what the typical ‘retail’ CX philosophy is and why his team relies heavily on data to drive a rewarding customer experience.
Judy Mottl is editor of Retail Customer Experience and Rewards That Matter. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.
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