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View ProgramsOwn The Moment Guiding Principles: Complete Guide to the VA Way
The Own The Moment guiding principles are a set of three core behaviors developed by the Department of Veterans Affairs to standardize and improve the customer experience for Veterans and their families. The principles are: Guide the Journey, Understand and Respond to Needs, and Connect and Care . These principles form the foundation of “The VA Way,” a department-wide customer experience framework designed to earn Veterans’ trust by ensuring every interaction is effective, easy, and emotionally resonant .
Quick Facts
| Item | Details |
|---|---|
| What It Is | VA customer experience principles (Guide the Journey, Understand and Respond to Needs, Connect and Care) |
| Who Uses It | All VA employees across VHA, VBA, NCA, and Vet Centers |
| Why It Matters | Builds trust, improves patient experience, standardizes care across VA facilities |
| Part of | “The VA Way” framework (I CARE Values + OTM Principles + WECARE Behaviors + SALUTE Recovery) |
| Recognition | Annual CX Symposium “Own the Moment” awards for exceptional employee performance |
| Trust Metrics | VA trust scores reached 87% across hospitals and clinics after implementing CX initiatives |
| Training | TMS Course ID: VA 43391 – Own The Moment Refresher Training |
What Is “Own the Moment” at the VA?
“Own the Moment” is a customer experience (CX) initiative at the Department of Veterans Affairs that empowers employees to take ownership of every interaction with Veterans, their families, caregivers, and survivors . It is a cultural shift that moves VA from a clinical care model to a holistic service model where the Veteran’s experience is central.
The VA Way Framework
The Own the Moment guiding principles are one of four interconnected components that define “The VA Way” :
| Component | Purpose |
|---|---|
| I CARE Values | Foundation: Integrity, Commitment, Advocacy, Respect, Excellence |
| Own The Moment Principles | Action guide: Guide the Journey, Understand and Respond to Needs, Connect and Care |
| WECARE Behaviors | Daily practices: Welcome, Explain, Connect, Actively Listen, Respond, Express Gratitude |
| SALUTE Service Recovery | When things go wrong: Say hello, Apologize, Listen, Understand, Take action, Express gratitude |
The Three Own The Moment Principles
1. Guide the Journey
Veterans navigating the VA healthcare system often feel lost or overwhelmed. This principle requires employees to actively guide Veterans through their care journey, making the system easier to navigate . It means being a knowledgeable resource who helps Veterans understand what to expect and where to go next.
2. Understand and Respond to Needs
Every Veteran has unique needs and circumstances. This principle requires employees to listen actively and respond appropriately to what matters most to the Veteran in that moment . This goes beyond clinical needs to include emotional, logistical, and personal factors.
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Check Eligibility3. Connect and Care
The Veteran experience is about more than clinical outcomes—it’s about feeling valued and respected. This principle requires employees to demonstrate genuine care and build human connections with Veterans and their families <span class=””>. This is the emotional component of the interaction.
Why “Own the Moment” Matters for Veterans
Building Trust Through Experience
When VA implemented its customer experience initiatives, including Own the Moment training, trust in VA healthcare rose significantly. As of May 2019, trust across all VA hospitals and community clinics reached 87% . This demonstrates the real impact of investing in how Veterans experience VA care.
Addressing Patient Experience Gaps
A 2017 Journal of the American Medical Association (JAMA) study found that while VA hospitals performed better than non-VA hospitals on clinical outcomes, they performed worse on patient experience measures . The Own the Moment initiative was designed to close this gap by focusing on the “moments that matter” to Veterans.
Standardizing Care Across the VA System
With VA facilities across all 50 states and territories, consistency is a challenge. The Own the Moment principles provide a common language and standard for how employees across VHA, VBA, NCA, and Vet Centers should interact with Veterans .
Real-World Impact: The Own the Moment Award
VA recognizes employees who embody the Own the Moment guiding principles through an annual customer experience award. The award honors VA employees who have provided the greatest impact on customer experience through exceptional actions aligned with the OTM principles .
Example: Jennifer Cheney’s Story
2024 Own the Moment Patient Experience Award Winner
Jennifer Cheney, a nursing assistant at the Oscar G. Johnson VA Medical Center, won the national Own the Moment award for her extraordinary care of a Veteran and his dying wife.
The situation:
A Veteran in the Community Living Center was unable to visit his hospitalized wife
His wife was declining rapidly and placed in hospice ICU
The Veteran was distraught and concerned for his wife of 50+ years
How Cheney owned the moment:
Recognized the Veteran’s need to be with his wife
Returned with the Veteran over three consecutive days
Volunteered to stay with the Veteran in the early morning hours when his wife passed
Medical Center Director Dr. John Shealey said: “We are very proud of Ms. Cheney. While we model servant leadership and focus on patient-centered care, actions such as Ms. Cheney’s are something we just cannot teach. It comes from the heart and shows her passion in caring for her patients” <span class=””>.
How VA Employees Apply Own the Moment
Training and Empowerment
The Own the Moment training program (TMS Course ID: VA 43391) teaches VA employees to :
Recognize the effectiveness, ease, and emotion involved in every Veteran interaction
Connect their personal motivation for working at VA to how they deliver service
Consistently deliver the best experience for Veterans and their families
WECARE Behaviors in Action
The WECARE behaviors help employees apply the Own the Moment principles in daily practice :
| Behavior | How It Works |
|---|---|
| Welcome | Greet every Veteran with warmth and respect |
| Explain | Clarify your role and what the Veteran can expect |
| Connect | Build rapport and personal connection |
| Actively Listen | Listen without distraction and hear what matters |
| Respond | Take appropriate action based on what you hear |
| Express Gratitude | Thank Veterans for their service and trust |
SALUTE Service Recovery
When VA employees make mistakes or fall short, they are trained to “SALUTE” the situation :
Say hello (re-engage with humility)
Apologize for the mistake
Listen to the Veteran’s concerns
Understand their needs
Take action to make it right
Express gratitude for their patience
Own the Moment vs. Other Interpretations
The term “Own the Moment” has multiple contexts. For Veterans and VA employees, the official VA definition is the relevant one:
| Context | Meaning |
|---|---|
| VA (Official) | Three guiding principles: Guide the Journey, Understand and Respond to Needs, Connect and Care |
| Sports Psychology | Athletes taking control of pressure situations through psychology and preparation |
| Leadership | Taking charge in a moment of uncertainty or opportunity |
| Business/CX | Brands identifying and owning key customer “moments that matter” |
Recent Updates: 2024 CX Symposium
In September 2024, VA held its third annual Customer Experience Symposium with the theme “Own Your Moment – Every Interaction, Every Time” . The event brought together more than 1,850 industry experts and leaders to focus on:
How VA is earning Veterans’ trust through employee experience enhancement
Leveraging data, tools, technology, and engagement
Recognizing employees who embody the Own the Moment principles
Deputy Secretary Tanya Bradsher and senior VA leaders presented awards to employees and facilities demonstrating excellence in customer experience <span class=””>.
Common Questions
Q: What are the VA Own the Moment guiding principles?
The three principles are: Guide the Journey (help Veterans navigate the system), Understand and Respond to Needs (listen and act), and Connect and Care (build relationships and show compassion) .
Q: What is “The VA Way”?
The VA Way is the department’s customer experience framework that combines I CARE Values, Own the Moment principles, WECARE behaviors, and SALUTE service recovery to guide all employee interactions with Veterans and their families .
Q: How do the Own the Moment principles help Veterans?
They ensure every VA interaction is effective, easy, and emotionally resonant. Since implementing these principles, trust in VA healthcare has reached 87% .
Q: What is the Own the Moment award?
It’s an annual VA award recognizing employees who demonstrate exceptional commitment to the Own the Moment principles. The 2024 winner was Jennifer Cheney from Oscar G. Johnson VA Medical Center <span class=””>.
Q: Are the Own the Moment principles only for VA healthcare?
No. They apply across all VA departments, including Veterans Benefits Administration, National Cemetery Administration, and Vet Centers .
Q: How does WECARE connect to Own the Moment?
WECARE behaviors (Welcome, Explain, Connect, Actively Listen, Respond, Express Gratitude) are the daily practices that help employees live out the Own the Moment principles .
Q: What is SALUTE?
SALUTE is VA’s service recovery tool when things go wrong: Say hello, Apologize, Listen, Understand, Take action, Express gratitude .
Q: How do I know if a VA employee is using Own the Moment principles?
Look for behaviors like explaining their role, listening without distraction, offering to help navigate VA systems, and expressing gratitude for your service. These are the WECARE behaviors that apply the OTM principles .
Q: Can I report a positive experience with a VA employee who used Own the Moment principles?
Yes. Veterans can provide feedback through VSignals surveys, which VA uses to measure trust and patient experience. Positive stories also contribute to nominations for the annual Own the Moment awards .
Q: When did VA adopt Own the Moment?
VA began implementing customer experience initiatives including Own the Moment training around 2016-2017, following a JAMA study highlighting patient experience gaps despite excellent clinical outcomes .
Key Takeaways
VA’s Own the Moment guiding principles are three actions: Guide the Journey, Understand and Respond to Needs, and Connect and Care —they guide every employee interaction with Veterans and their families .
The Own the Moment principles are part of “The VA Way” framework, which also includes I CARE Values, WECARE behaviors, and SALUTE service recovery <span class=””>.
VA trust scores reached 87% after implementing Own the Moment and other customer experience initiatives .
VA presents annual Own the Moment awards to recognize employees who provide exceptional customer experience. The 2024 winner was Jennifer Cheney of Iron Mountain, MI .
A 2017 JAMA study found VA clinical outcomes were strong but patient experience lagged—the OTM initiative specifically addresses this gap .
WECARE behaviors are the daily practices that apply OTM principles: Welcome, Explain, Connect, Actively Listen, Respond, Express Gratitude .
SALUTE helps recover interactions when mistakes occur: Say hello, Apologize, Listen, Understand, Take action, Express gratitude .
Veterans can expect VA employees to guide their journey, listen to their needs, and care about their experience in every interaction .
The 2024 CX Symposium theme was “Own Your Moment – Every Interaction, Every Time,” reflecting VA’s continued commitment to customer experience excellence .
Official Resources
VA.gov | Veterans Experience Office: va.gov/VHAOVERSIGHT/integrityincareveteranscaregivers.asp
VA News | Patient Experience Updates: news.va.gov
VA Customer Experience Awards: news.va.gov/135217/va-announces-2024-customer-experience-awards
VSignals (Veteran Feedback): Available through VA health care appointments
VA Employee Training: TMS Course ID: VA 43391 (Own The Moment Refresher Training)
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