2. 1 HOW TO BUILD A CUSTOMER-FOCUSED CONTRACTING ORGANIZATION WITHOUT SACRIFICING SOUND CONTRACTING PRINCIPLES SESSION D02 Iris Cooper and Valerie Veatch Office of Acquisition Operations, Department of Veterans Affairs Tuesday, July 31, 2012 11:15 am -12:30 pm

3. 2 Purpose: To increase awareness of what it takes to become a customer-focused Acquisition organization Outcomes: Shared understanding of the value of building a customer- focused acquisition organization Knowledge of strategies and lessons learned during OAO’s recent strategic effort to become more customer focused Motivation and encouragement to make changes in your respective organizations Session Purpose & Outcomes

4. 3 Newly merged organization – October 2011 325 employees and growing Disparate locations with different cultures Lack of standardized, enterprise-wide processes VA-specific culture and challenges Seeking to move from “good to great” OAO Background

5. 4 In the Beginning…. Determined customer base Baselined customer satisfaction Developed customer skills assessment Developed work force skills assessment Evaluated non-productive processes Eliminated non-productive processes/teams

6. 5 In the Beginning…. Customers Were extremely dissatisfied Did not understand the acquisition process Relied on “acquisition liaisons” Failed to plan requirements Provided poorly defined requirements packages

7. 6 In the Beginning…. Acquisition Workforce Was reactive Was not engaged with customers PRIOR to submission of a requirements package Did not manage expectations and workload Did not educate customers

8. 7 Changing the Paradigm Redefining the “1102” job Established Customer Advocacy Team Established Expectations… Pre-PALT to PALT Customer skills training Customer outreach From tactical to strategic outlook

9. 8 Redefining the “1102” Job Contract Specialist to Business Relationship Manager Customer service training Standardized performance agreements Early customer engagement Codified expectations

10. 9 Role of the Customer Advocacy Team Provide problem resolution support Increased confidence problems are being resolved Customers/Staff/Vendors/Contractors/ Management Provide advice to senior VA staff on acquisition issues Recommend improvements Customer and internal staff training Vendor Sessions Management reporting & feedback

11. 10 Managing Expectations Virtual Office of Acquisition Managing the Pre-PALT process Customer Portal Accurate pre-award reporting and management Acquisition Rapid Response Service (ARRS) Customer assistance Requirements experts

12. 11 Managing Expectations Quality of contracting Thinking long term/strategically Emphasis on “better” practices/acquisition approaches Accurate automated workload reporting and management Up-to-date status on acquisitions available to customers/management

13. 12 Customer Skills Training Video vignette Short training sessions How to conduct market research Importance of technical evaluations How to develop the IGCE Vendor management Conference planning and execution One-on-one outreach

14. 13 Customer Outreach Early engagement Forward-leaning surveys Regular communications Building the business relationship Post-award management Understanding your customer’s business

15. 14 From Tactical to Strategic Outlook Managing programs vs. contracts Your customer’s business line Understanding your department’s strategic plan and your place in it

16. 15 Outcomes Better educated customer and higher quality requirements packages Focus on the business line Managed expectations Timely execution of contracts Reduction in “emergencies” and crisis Higher customer satisfaction ratings

17. 16 There is More to Do….. Forward-leaning surveys Customer Bill of Rights Continued customer education Solidifying relationships Focus on acquisition lifecycle management Continued acquisition workforce education

18. 17 2. Aligned Senior Leadership Top 10 Critical Success Factors in Building a Customer-Focused Acquisition Organization 1.Strong Executive Championship 3. Clear Mission and Vision 4. Engaged Staff 5. Accountability

19. 18 Top 10 Critical Success Factors in Building a Customer-Focused Acquisition Organization 6. Customer-Centered Strategic Initiative 7. Clearly Defined Customer Partnership 8. Two-way Communication and Feedback 9. Customer Outreach and Advocacy 10. Customer Collaboration and Engagement

20. 19 What questions do you have? Questions & Answers

21. 20 Iris B. Cooper, CPCM, Fellow, Executive Director, Office of Acquisition Operations, Department of Veterans Affairs, iris.cooper@va.gov Valerie Veatch, Senior Technical Advisor, Office of Acquisition Operations, Department of Veterans Affairs, valerie.veatch@va.gov Thank You