Improving the Customer Experience
There is no doubt that the approach for delivering healthcare in America is in change mode. In 2016, the level and quality of personalized experiences will be a key factor as it relates to who wins patients and revenues that they bring. Healthcare leaders are looking to leverage systems to deliver customer intelligence to the front lines and the customer-facing systems, providing both responsive and predictive care.
Customer experience tightly integrates with revenue performance. In most hospital CMOs are leading the patient experience project. The CIO owns the technology that should create differentiated customer experiences but struggles to shift to a business technology position due to IT complexity, risk, and gravity. Some facilities are investing in new titles such as chief data officer, chief digital officer, and chief customer officer to embrace the market changes.
Just like promoting a culture of safety yields benefits, we need to promote a culture improving the patient engagement; this will yield a better experience for the patients and their families. Leaders are quickly initiating culture efforts that transform operations and gain new levels of business agility.
One key competitive weapon as we enter the “Age of the Customer” is leveraging data. Analytics improves an organization’s ability to anticipate, interpret and act on data to drive customer value, efficiency, and expansion.
Organizations have strategic priorities with Safety, Staff Engagement, Population Health, Analytics and Finance on the top of the list. These will all have an impact on the patient experience, which is the sum of all interactions, shaped by an organization’s culture, that influence patient perceptions across the continuum of care.