James Cullen, CEO of Coach Consulting and a former hospital CEO, asked me to consider writing articles which explain what a customer focused health or hospital system appears like, from a customer’s perspective? The question from James was due to the Healthcare Marketing Matters post, “Can health care providers become customer focused enterprises? The question was fortuitous indeed, as the news headlines coverage this week in a variety of medical center and provider concentrated news shops, reported that consumerism is one of the very best concerns on CEO thoughts nowadays. But the response to the question is not a simple as it might seem.
There is no checklist of “if I do this, which, I will be a customer concentrated health or medical center system, and the healthcare consumer will too” think so. The answer to the question is a two-part answer really. And a hospital cannot reach the promised land of being a customer focused healthcare enterprise, unless it accomplishes part two of the answer.
Think of one’s own experiences when interacting with a customer focused company. You are involved and satisfied highly. Interaction with the business in gathering information is simple, accessible, and understandable across any of the platforms of my choosing clearly. The experience from first contact to the last encounter is seamless, meaningful, and integrated totally. Proactive recommendations are sent and tailored to the individual healthcare consumer’s needs be that educational or preventative care. Through the engagement process, trust is built and in the full case of previous utilization, trust is enhanced and reinforced.
The brand promise is delivered each time. & most importantly, as this is perceptual, there is an emotional connection that all that counts is “me”. At no time do Personally I think or have an event that’s it is focused on the hospital and health system, making me supplementary to what is occurring. The business is reactive.
Satisfaction scores surpass normalized standards. An email regarding satisfaction. Because the health-care business may have high satisfaction ratings, understand that it only actions the client perspective during the process of care. It does not measure external influences or needs. High satisfaction scores while important do not make a customer-focused enterprise.
- Helping us build a much better corporate and creation infrastructure
- Each Front End server takes a server license
- Dynamically reconfigurable services (eco-system integration)
- Coming up With a great Name for your Clothing Line
- Support for Ad-hoc reporting
- Marketing: devote to marketing, hire more QBSRs
- About our pants
- Training Your Team
Satisfaction is only one signal of customer centricity. Satisfaction is an activity that may be studied, manipulated, improved, and changed. Sometimes, one must go through the lessons of days gone by to get the solutions into the future, as healthcare evolves into a retail medicine, consumer-driven business model. So here’s some reading research: MARKOR: A Measure of Market Orientation, Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar, Journal of marketing Research, Vol.
30, No. 4 (Nov., 1993), pp. Becoming the full total healthcare consumer centric business requires a couple of things. First can be an outward-market orientation. The second reason is the culture and behavior to aid across all degrees of the organization the customer focused business model. Customer centrist in its pure and simplest form is a matter of market orientation really.
According to Walker Research and the Walker Index, these characteristics are a few of the main element differentiating elements of customer focused companies that are likely to produce significantly better long term performance. Systems to gather the cleverness to be an evolving customer focused healthcare business are one thing. Culture and behavior are another, and is more than not often, the potential obstacle in health and hospitals systems becoming customer concentrated.
The culture and behavior of the health care enterprise affect and ultimately determine success. Just because the healthcare business completes one of more of the above, or a go for several 20-MARKOR size attributes, that in and of itself doesn’t make the health care enterprise customer focused. It only works if the culture and behavior of the business are in position with the underlying organizational beliefs and ideals.
Customer centrality cannot be marketed into lifestyle with promotions and forays into the market with “customer-centric messages” or internal declarations of customer concentrate. Eventually the health care consumer will determine it out. Employees will discover it as the flavor of your day and wait it out until the next grand leadership vision comes around. As with an earlier post, the client focused healthcare business is a way of life that permeates a healthcare facility or health system with a singular focus.