Understanding the ‘Own the Moment’ Guiding Principles of the VA

Own the Moment Guiding Principles: Complete VA Guide

The Own the Moment guiding principles are three core tenets—Guide the Journey, Understand and Respond to Needs, and Connect and Care—used by VA employees to deliver exceptional customer service to Veterans, their families, caregivers, and survivors . These principles are part of the VA Way, a cultural framework that also includes ICARE Values, WECARE Behaviors, and SALUTE Service Recovery . They guide every employee interaction with Veterans, ensuring the VA earns trust through empathy and action .

Quick Facts

What Is Own the Moment Training?

Own the Moment (OTM) is a VA employee training program that empowers staff to deliver positive customer service experiences by connecting emotionally with Veterans, their families, caregivers, and survivors . The training covers the effectiveness, ease, and emotion involved in Veteran interactions and helps staff connect their personal motivation for working at VA with consistently delivering the best possible experience .

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The training is part of a comprehensive suite of customer experience (CX) initiatives implemented by the VA’s Veterans Experience Office. As Lee Becker, Chief of Staff for the Veterans Experience Office, explained, “Own the Moment Training enables a cultural change to make employees aware and empowered to own the moment. They have the ability to make the experience for the Veteran and their family members the best they can” .

What Are the Own the Moment Guiding Principles?

The Own the Moment Guiding Principles are three core tenets that guide every VA employee interaction with Veterans and their families :

1. Guide the Journey

This principle means helping Veterans navigate the VA system. VA employees assist Veterans by explaining processes, setting expectations, and providing clear direction throughout their interactions with the VA. When employees guide the journey, they reduce confusion and frustration for Veterans and their families.

2. Understand and Respond to Needs

This principle emphasizes active listening and empathy. VA employees must understand what a Veteran truly needs—not just what the employee assumes they need. After understanding the need, the employee responds appropriately with action that meets that need.

3. Connect and Care

This principle focuses on building authentic, human connections. VA employees connect with Veterans on a personal level—learning a bit about who they are—and demonstrate genuine care for their well-being. This emotional connection is what builds trust and makes Veterans feel valued.

The Complete VA Way Framework

The Own the Moment Guiding Principles are one component of the broader VA Way, which provides a comprehensive approach to customer experience . The VA Way has four key components:

1. Own the Moment Guiding Principles

The three principles described above: Guide the Journey, Understand and Respond to Needs, and Connect and Care .

2. ICARE Values

ICARE represents the core values each VA employee commits to in service to Veterans :

3. WECARE Behaviors

WECARE describes the specific actions VA employees should take in every interaction :

• Welcome the Veteran warmly with a smile and eye contact

• Explain who you are, your role, and what to expect

• Connect through pleasant interaction and learning about the Veteran

• Actively Listen to needs and preferences without interruption

• Respond to needs with clear action and follow-up

• Express Gratitude and thank the Veteran for choosing VA

4. SALUTE Service Recovery

SALUTE provides a framework for when VA falls short of expectations :

• Say hello, make eye contact, introduce yourself

• Apologize and show empathy for the issue

• Listen to concerns without interruption

• Understand what the Veteran needs by asking questions

• Take Action to resolve the issue and follow up

• Express Gratitude for letting you know and ask if anything else is needed

Why Own the Moment Matters for Veterans

What It Is

Own the Moment is a VA system-wide initiative to improve how employees interact with Veterans. It is not just training—it is a cultural change across the entire VA .

Who It Serves

The program benefits all Veterans, their families, caregivers, survivors, and anyone who interacts with the VA. It applies to all VA facilities, including medical centers, regional benefit offices, and cemeteries .

Why It Matters

For Veterans, the VA can be confusing and overwhelming. Long wait times, complex paperwork, and disconnected systems can make the experience frustrating. Own the Moment training helps VA employees recognize the emotion behind each interaction and respond with empathy and action. When VA employees guide the journey, understand needs, and connect with care, Veterans receive better service and build trust in the VA .

What Veterans Should Know

Veterans should be aware that these principles exist and can expect VA employees to follow them. If an employee does not treat you with respect or meet your needs, there are service recovery processes in place. The SALUTE model exists to fix problems when they occur .

Own the Moment Awards

The VA presents annual Own the Moment awards to employees who demonstrate exceptional customer service through these principles . In the 2024 Customer Experience Symposium awards, recipients included:

• Jennifer Cheney, a nursing assistant at the Oscar G. Johnson VA Medical Center, who stayed with a Veteran through the night so he could be with his dying wife 

• Philip Black, Eric Crawford, Charles “Skip” Williamson, and others across multiple VA facilities 

The award recognizes VA employees who provide the greatest impact on customer experience by displaying the Own the Moment guiding principles of connection and care, responding to patient needs, and supporting the journey .

How Own the Moment Reaches Veterans

Common Questions

1. What are the Own the Moment guiding principles?

The Own the Moment guiding principles are Guide the Journey, Understand and Respond to Needs, and Connect and Care . These principles guide VA employees in every interaction with Veterans, their families, caregivers, and survivors.

2. What is Own the Moment training at VA?

Own the Moment training is a VA employee program that empowers staff to deliver positive customer service by connecting emotionally with Veterans and their families. More than 86,000 VA employees have completed the training .

3. What is the VA Way?

The VA Way is a customer experience framework that combines Own the Moment Guiding Principles, ICARE Values, WECARE Behaviors, and SALUTE Service Recovery . It defines how VA employees should interact with Veterans.

4. What does “Guide the Journey” mean?

Guide the Journey means VA employees help Veterans navigate the VA system by explaining processes, setting expectations, and providing clear direction throughout their interactions .

5. What does “Understand and Respond to Needs” mean?

This principle means employees actively listen to Veterans to understand what they truly need, then respond with appropriate action. It emphasizes empathy and customer-centered problem-solving .

6. What does “Connect and Care” mean?

Connect and Care means VA employees build authentic human connections with Veterans by learning about who they are and demonstrating genuine care. This emotional connection builds trust .

7. What are the ICARE Values?

ICARE Values are Integrity, Commitment, Advocacy, Respect, and Excellence. They are the core values each VA employee commits to in service to Veterans .

8. What are WECARE Behaviors?

WECARE Behaviors are actions VA employees take in every interaction: Welcome, Explain, Connect, Actively Listen, Respond, and Express Gratitude .

9. What is the SALUTE Service Recovery model?

SALUTE is a five-step process for when VA falls short: Say, Apologize, Listen, Understand, Take Action, and Express Gratitude. It helps fix problems and restore trust .

10. How many VA employees have completed Own the Moment training?

As of early 2020, more than 86,000 VA employees had completed the Own the Moment customer experience workshop . In FY2024 alone, 14,881 VHA and 34,476 VBA employees completed the training .

11. What is the Own the Moment award?

The Own the Moment award is a national VA award that recognizes employees who provide the greatest impact on customer experience by demonstrating the Own the Moment guiding principles of connection and care, responding to patient needs, and supporting the journey .

12. How does Own the Moment help Veterans?

Own the Moment helps ensure VA employees treat Veterans with empathy, respect, and care. It reduces confusion, improves service, and builds trust between Veterans and the VA .

Key Takeaways

• The Own the Moment guiding principles are Guide the Journey, Understand and Respond to Needs, and Connect and Care 

• Own the Moment is part of the VA Way, which also includes ICARE, WECARE, and SALUTE 

• Over 86,000 VA employees have completed Own the Moment training 

• The training empowers employees to deliver exceptional customer experiences to Veterans and their families 

• VA presents annual Own the Moment awards to employees who demonstrate these principles 

• The principles apply to all VA interactions—medical centers, benefit offices, and cemeteries

• Veterans should expect VA employees to follow these principles in every interaction

• If a VA interaction goes poorly, the SALUTE model exists to fix the problem 

Official Resources

• VA Veterans Experience Office: department.va.gov/veterans-experience/

• VA News Article on Own the Moment: news.va.gov/60050/

• VA Code of Integrity: va.gov/VHAOVERSIGHT/integrityincareveteranscaregivers.asp

• VA Journey Maps: news.va.gov/72161/

• Customer Experience Symposium Awards: news.va.gov/135217/

Own the Moment VA: 3 Principles for Veteran Service

The concept of the VA Way encompasses a set of guiding principles that form the cultural framework of the Department of Veterans Affairs (VA). This integrated approach aims to instill a shared set of values in all VA employees, emphasizing the importance of service, commitment, and empathy toward veterans and their families. The VA Way is vital in shaping not only the organizational culture but also the ways in which employees engage with the veterans they serve.

At the heart of the VA Way are the ‘Own the Moment’ principles, which highlight the significance of personal ownership and accountability in every interaction. These principles encourage staff to recognize the profound impact of their actions on the lives of veterans and to approach each moment with intention and respect. By embracing these principles, employees are empowered to take initiative, foster positive relationships, and create meaningful experiences for those they serve.

Moreover, the ‘Own the Moment’ principles serve as a constant reminder of the integral role each staff member plays in supporting the mission of the VA. This proactive approach not only enhances personal and professional development but also promotes a unified vision among the workforce. As employees embody these principles, they contribute to an environment where veterans feel valued, understood, and supported, nurturing a culture that prioritizes their needs.

Ultimately, the VA Way, through its ‘Own the Moment’ guiding principles, encapsulates the commitment of the Department of Veterans Affairs to deliver exceptional care and support to veterans. This cultural framework lays the foundation for further exploration of its core tenets, ensuring that everyone within the organization is aligned with the essential values that underpin the mission of the VA.

Key Tenet 1: Guide the Journey

Guiding the journey of veterans and their families through the complexities of the Veterans Affairs (VA) system is a fundamental objective that underscores the guiding principles of the VA. This tenet emphasizes the importance of providing comprehensive assistance and support tailored to the unique needs of each veteran. The journey of a veteran often involves navigating a myriad of services, programs, and benefits, making effective guidance crucial for a successful experience.

A critical aspect of guiding this journey involves proactive communication. Veterans and their families may encounter various challenges, including the navigation of administrative procedures, understanding eligibility criteria, and accessing health care services. By ensuring that there is clear and consistent communication, the VA can demystify these processes, fostering an environment where veterans feel informed and supported. This open channel of communication helps in reducing misconceptions and anxiety associated with the VA services, allowing veterans to focus on their well-being.

Moreover, guiding the journey means providing resources that enhance veterans’ understanding of the options available to them. Whether through educational workshops, informational materials, or personal consultations, the VA seeks to empower veterans by equipping them with the knowledge they need to make informed decisions regarding their care and benefits. This empowerment not only strengthens the confidence of veterans in managing their health and benefits but also promotes a sense of agency in their journey with the VA.

In essence, the tenet of guiding the journey encapsulates a commitment to offering a supportive hand through the VA experience. As the agency continues to prioritize this principle, the focus remains on facilitating a seamless and supportive journey for every veteran and family member involved, enhancing trust and satisfaction with the services provided. By embracing this guiding philosophy, the VA endeavors to cultivate lasting relationships that honor the sacrifices made by those who served.

Key Tenet 2: Understand and Respond to Needs

Understanding and responding to the unique needs of veterans, families, and caregivers lies at the heart of the VA’s guiding principles. This tenet encompasses not only recognizing the varied circumstances faced by these individuals but also implementing effective strategies to address them. VA employees receive specific training that empowers them to identify the diverse needs of the population they serve, ensuring that their approach is both informed and compassionate.

Active listening forms a critical component of this understanding. Employees are encouraged to engage in meaningful conversations with veterans and their families, enabling them to grasp the nuances of each situation. The act of listening goes beyond mere words; it involves being attuned to non-verbal cues and emotional states, which can provide deeper insights into the challenges faced by veterans. This empathetic approach fosters trust and encourages open communication, allowing individuals to share their concerns without hesitation.

In addition to active listening, the VA emphasizes the importance of empathy in interactions with veterans and their families. Empathy facilitates a connection that can significantly enhance the overall experience for those seeking assistance. When VA employees put themselves in the shoes of veterans and their families, they can better comprehend the emotional and psychological impacts of service-related issues, leading to more tailored support solutions.

Furthermore, the VA strives to continually assess and adapt its services to meet evolving needs. Ongoing training for employees includes workshops on cultural competence and sensitivity to various backgrounds, ensuring that all staff members are equipped to understand and respect the diverse perspectives of the veterans they serve. By fostering an environment that promotes understanding and response to needs, the VA embodies its commitment to excellence in service delivery for all associated with the veteran community.

Connect and Care

The principle of “Connect and Care” is a crucial aspect of the VA’s guiding philosophies aimed at enhancing service delivery to veterans. Building strong, emotional connections with veterans stands at the forefront of effective support, fostering trust and loyalty. Establishing these relationships involves not just meeting the clinical needs but also recognizing the personal stories and experiences veterans carry with them.

When veterans feel connected to their service providers, they are more likely to share their concerns and challenges. This open dialogue not only improves the diagnosis and treatment process but also creates a supportive atmosphere that encourages veterans to seek help when needed. Emotional connections facilitate understanding, allowing healthcare providers to tailor their approach based on individual circumstances. By genuinely caring and showing empathy, service staff can make veterans feel valued and respected.

Moreover, the VA understands the importance of a community-centric approach. Programs and initiatives that promote social interaction and support among veterans can significantly enhance their sense of belonging. Engaging veterans in activities that foster camaraderie and shared experiences has been shown to improve mental and emotional well-being, thereby leading to better health outcomes.

Training staff to practice active listening and empathetic communication can also strengthen this tenet. When VA personnel are equipped with the necessary skills to connect with veterans on a personal level, it transforms their interactions. Each encounter becomes an opportunity to provide care that is not only transactional but also profoundly therapeutic.

In essence, the “Connect and Care” principle emphasizes the necessity of nurturing relationships within the VA framework. This commitment enables the provision of compassionate and holistic care, ultimately enhancing the overall experience for veterans seeking assistance.

The IA (I CARE) Values Framework

The Department of Veterans Affairs (VA) has established the I CARE values framework to encapsulate its commitment to delivering high-quality service and support to veterans and their families. The I CARE acronym stands for Integrity, Commitment, Advocacy, Respect, and Excellence. Each of these values plays a crucial role in aligning the VA’s mission with its guiding principles, including the ‘Own the Moment’ initiative. This initiative emphasizes the importance of being present, proactive, and responsive in every interaction with veterans.

Integrity, as one of the cornerstones of the I CARE framework, underscores the necessity for transparency and ethical behavior. By acting with integrity, VA employees embody the ‘Own the Moment’ principle, ensuring that care is delivered truthfully and honorably. Commitment reflects the dedication of VA staff to provide unwavering support to veterans, reinforcing the importance of being vigilant and ready to act swiftly in critical moments. This commitment amplifies the significance of making deliberate choices that affect the quality of care and service provided.

Advocacy is essential for championing the rights and needs of veterans. When VA professionals advocate for their clients, they exemplify the proactive spirit of the ‘Own the Moment’ principles. Their efforts create a culture where the needs of veterans are prioritized and addressed promptly. Furthermore, the values of Respect and Excellence ensure that every veteran is treated with dignity and the highest standards of care. Respecting each individual’s unique experiences and backgrounds fosters an environment conducive to personalized service, while excellence drives continuous improvement and innovation within the VA system.

In summary, the I CARE values framework not only supports the ‘Own the Moment’ principles but also establishes a comprehensive approach to delivering exceptional service to veterans. By interlinking these values, the VA ensures a cohesive and effective strategy to enhance the quality of care and overall veteran experience.

WECare Behaviors in Action

The WECare behaviors are essential elements that define the interactions between Department of Veterans Affairs (VA) employees and veterans. These behaviors encapsulate a commitment to providing exemplary service, aligning with the overarching guiding principles of the “Own the Moment” philosophy. WECare stands for Welcoming, Engaging, Communicating, Advocating, and Respecting. Each component plays a pivotal role in creating a supportive and effective environment for veterans.

For instance, the “Welcoming” behavior reflects a proactive approach in ensuring that veterans feel valued and acknowledged upon entering a VA facility. Employees are trained to greet veterans promptly, ensuring they feel a sense of belonging. This sets a positive tone for their visit and embeds a sense of community within the institution.

Another crucial behavior is “Engaging.” This involves actively listening to veterans’ concerns and needs, ensuring their voices are heard. By engaging with veterans through purposeful dialogues, employees can better understand the specific challenges faced by these individuals. This two-way interaction fosters trust and loyalty among veterans who seek assistance from the VA.

Moreover, the behavior of “Communicating” emphasizes the importance of clear and compassionate communication. VA staff are trained to convey information in an accessible manner, avoiding jargon and ensuring that all veterans comprehend their options and services available. Such a communicative approach not only enhances transparency but empowers veterans to make informed decisions regarding their care.

“Advocating” involves championing the rights and needs of veterans. Agency representatives actively promote veterans’ welfare, ensuring they receive the services and benefits they deserve. Lastly, the “Respecting” behavior embodies a culture of respect and dignity for every veteran, regardless of their background or experiences. This holistic approach demonstrates that each interaction is an opportunity to uphold the values of appreciation and recognition in service to those who have served the nation.

The Salute to Service Recovery Commitment

The concept of Salute to Service Recovery within the Veterans Affairs (VA) system serves as a guiding principle to enhance the quality of service provided to veterans by methodically addressing service lapses. Service recovery is essential in a system dedicated to the well-being of those who have served the nation. It involves acknowledging any shortcomings in the services offered and committing to rectify them promptly and effectively. The primary objective is to maintain the trust and confidence of our veteran community, demonstrating that their needs are not only recognized but prioritized.

Implementing effective service recovery strategies involves several key steps that VA employees should consider. First, effective communication is paramount. Employees must actively listen to veterans’ concerns and perceptions regarding any service lapses they experience. By doing so, they not only validate the veteran’s feelings but also gather crucial insights into the areas needing improvement. Empathy plays a crucial role here; by putting oneself in the veteran’s shoes, VA employees can better understand the emotional weight behind each interaction.

Secondly, timely resolution is critical. Once a service lapse is identified, swift action should be taken to address it. This may involve offering solutions, compensation, or suitable alternatives that resonate with the veteran’s needs. Transforming challenges into opportunities for connection can foster a stronger relationship between VA employees and veterans. When a veteran observes a genuine commitment to recovery, it reinforces their sense of value and respect.

Ultimately, the Salute to Service Recovery strengthens the bond between veterans and the VA system by ensuring that service excellence is prioritized. Each recovery instance is not simply a correction of a prior error; it is an opportunity to build trust and foster a reliable, transparent relationship. Thus, adhering to these principles empowers VA employees to transform experiences and contribute positively to the larger mission of serving veterans.

Building Trust Through Empathy and Action

Trust is a fundamental attribute in any relationship, but it is especially crucial when delivering services to veterans. The Own the Moment guiding principles of the VA emphasize the significance of empathy and prompt action as pivotal elements for building this trust. When veterans feel understood and valued, they are more likely to engage with the services offered, which can lead to improved outcomes for their physical and mental health.

A powerful example of trust-building through empathy can be observed in the experiences of veterans engaging with VA counselors. One veteran shared how a counselor took the time to listen to his struggles, which included the challenges of transitioning back to civilian life. This counselor’s empathetic approach not only provided the veteran with reassurance but also fostered a sense of safety that encouraged him to open up about his military experiences. The effectiveness of this interaction highlighted how emotional support can enhance veterans’ willingness to seek assistance, ultimately leading to better service delivery.

Similarly, many testimonials underscore the impact of timely responses to veterans’ needs. A case involving a veteran who required urgent medical assistance illustrates this principle effectively. Upon contacting the VA, the veteran was met with an immediate and compassionate response from the staff, who worked diligently to expeditiously resolve his issue. This quick action instilled confidence in the veteran regarding the VA’s commitment to his care, reinforcing his trust in the system.

These real-life stories demonstrate that by integrating empathy into their interactions and ensuring prompt actions, VA staff can significantly enhance trust. As veterans navigate various services, it is this foundational trust that paves the way for successful engagements, ensuring that their needs are met comprehensively and compassionately.

Conclusion: The Impact of ‘Own the Moment’ Principles on VA Service

The ‘Own the Moment’ guiding principles constitute a significant framework for the Department of Veterans Affairs (VA), influencing every aspect of service delivery to veterans. These principles not only enhance personal accountability among employees but also foster a culture of respect, compassion, and commitment to excellence. By encouraging employees at all levels to take ownership of their roles, the VA aims to create an empathetic environment where the needs and concerns of veterans are paramount.

One of the defining aspects of the ‘Own the Moment’ principles is the emphasis on proactive engagement with veterans. VA employees are encouraged to recognize and seize opportunities to make a positive difference in the lives of those they serve. This proactive approach cultivates an atmosphere of trust and empowerment, which is vital in addressing the unique challenges faced by veterans. Such engagement helps ensure that veterans feel valued and supported throughout their journey.

Moreover, the principles guide ongoing professional development within the VA. They highlight the importance of continual learning, helping employees to refine their skills and adapt to the evolving needs of veterans. By upholding these standards, the VA not only enhances service delivery but also strengthens the overall veteran experience. The commitment to ‘Own the Moment’ underscores the VA’s dedication to providing top-notch service, ensuring that every interaction leaves a positive and lasting impact.

In conclusion, the ‘Own the Moment’ guiding principles are instrumental in shaping the culture and service philosophy of the VA. They represent a pledge to prioritize veteran needs and continuously improve the services provided. As VA employees embody these principles, they play a crucial role in enhancing the overall experience for veterans, thereby reinforcing the VA’s mission to honor and support them at every stage of their journey.