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FHCA 2012 Annual Conference
Hilton Hotel • Orlando, FL
Tuesday, July 31, 2012 - 4:45 pm - 6:45 pm
LEARNER OBJECTIVES
CE Session #23 Through A Daughter's Eyes:
How to Optimize the Customer Experience
Upon completion of this presentation, the learner will be able to:
Learn how to use experience mapping to identify strengths or gaps in your customer service; Discover creative “impressions” to improve the customer experience; and Discuss how your brand image is linked to customer satisfaction.
PRESENTER(S):
Patty Cisco holds a Master's Degree in Business Administration from the University of Findlay, a CTA coaching certification, is certified in Disc Behavior Assessments as well as other training and facilitation certifications and serves as an Instructor at Wright State University and The Ohio State University. In addition, she is actively involved in Leading Age Ohio, NAGCPM, and Ohio Council for Home Care & Hospice. Patty actively shares her expertise via various published professional industry forums, and is a sought after speaker for state and national conferences such as Leading Age and the American Health Care Association.
Through a Daughter’s Eyes: How to Optimize the Customer
Experience Patty Cisco, Creative Catalyst
Walk away today…. With an understanding of experience
mapping and its benefits With ideas for enhancing “4” critical touch
point areas Evaluating the fundamental elements for
achieving excellence in customer “experience”
Our Culture of Care Promise At ABC Center, the genuine health
and well-being of others is our greatest concern. We vow to provide first-class personal service for our clients so that they may enjoy warmth, independence and relaxed comfort in their own home or any setting.
Why Care About the Customer “Experience”? Market constantly changing Need driven service, “Top of Mind” Competition! Need to create brand loyalty Service is the only thing that can set you
apart!
Walk A Mile in My Shoes
If you want to see something through
someone else’s eyes, you need to put yourself in that person’s shoes.
What is “Experience” Mapping?
Identifies the customers
experience each step or “touch point” they have in the care/relationship process
Avenue for intentional
quality improvement
Dining “Experience”
Benefits of “Experience”
Mapping
Creates a “Unique Selling Position” Increases customer satisfaction Increases customer loyalty Increases referrals Increases revenues
How Do You “Touch” Each
Customer?
The interaction between an organization and its customers. It is the means by which a customer realizes the promise of your brand. •Expectations are managed “intentional”
Your touch should….
Grab attention Build their confidence in you Wow them so they tell others Keep them coming back
What are the key
“touch points”
for your service
experience?
Engage…what should you
consider about this experience?
What should you consider
…in that first telephone
experience?
Is it exceptional? Is it “emotional”? Is it prompt Is it personalized? Is it informative &
engaging?
Why Your Phone Matters
Most…
“First Interaction” in Senior Services: • Telephone: 75% • Walk-in: 20% • Internet: 3-4% • Direct Mail: 1-2% Source: Wright Mature Market Services
Assess Critical Success Factors Four Categories… 1. First Impression (from “Ring” to “Rep”). 2. Needs Assessment (“Information Gathering”). 3. Ability To Meet Needs. 4. Follow-up/Close.
Category 1: First Impression Number of rings Provide first name Provide name of organization Transfer and Hold
Permission To Who? How Long? Check in?
Category 2: Needs Assessment Asked Name of Caller? Asked Name of “Patient”? How Heard of Service? (ROI for marketing efforts) Reason For Call? “Tell me a little about …….?” Physical/Cognitive/Social Needs? Current Living Situation? (Living alone?) Timeline Service Needed? Other? (Be an educator!)
“Have you called other services?” “Do you understand payment? Other?
Category 3: Ability to Meet Needs “Based upon what you’ve told me….. Provide brief overview of the service…a
few key facts that you are known for. Provide service details specific to what the
client told you Provide any additional basic need to know
information (like what to expect)?
Category 4: “Follow-up/Close” Requested Service? Offered Information? Y/N Information Received w/5 days Requested Follow-up Date? (“Can I give
you a call…date and time?”) Not a good fit for your service-connect
them with someone who is…don’t leave them hanging.
Action: Create Your “standards” of telephone service Define barriers that prevent radical
telephone service Telephone “script”-during business hours Telephone “script”-after business hours Telephone On-hold Messages Staff training Telephone “lead” follow-up process Communication gaps?
What should you consider
…in that first internet experience?
17% memory Loss, dementia or Alzheimer’s
14% how to manage chronic pain
12% info about long-term care
7% end of life decisions
Action: Create Your Internet Experience Web Site Assessment for visitor
engagement Helpful information Strong Call to Actions Search-ability (SEO) Follow-up protocol
Prompt Clearly defined
expectations Personal & engaging
(patient, understanding)
Appearance (person) Accessible Focused Cultivate “trust”
What should you consider
…in that first visit experience?
Action: Create Your “standards” of first visit Define barriers that prevent radical
engagement service Subsequent visits Key “scripts” for moments of truth
“You can expect…” “Be prepared to…” “You may want to have…”
Discharge… what should you
consider about their experience?
Personal Informative Helpful Surprising Engaging
Action: Create Your “standards” of discharge Define barriers that prevent radical
discharge service Profile customer-define their emotional
“pain” What can you do to help overcome that
emotional “pain” WOW! How do you measure the discharge experience? How do you stay in contact?
Customer experience is…
Among top 5 priorities of 93% of healthcare leaders Drives referrals Drives volume Drives revenue As much as clinical quality. “Patient satisfaction brings the patient back to
the organization.”….nurse HealthLeaders October 2010
Stumbling Blocks to Integrating a “Patient Experience” Strategy into the Culture? Lack of CEO “direct” and “consistent”
involvement Lack of direct line supervisor support and
accountability Abundance of higher or “equal” priorities Lack of cultural fit or employee buy-in Lack of service standards Lack of integration of service standards into
systems
Customer Experience Initiatives Employee training with a focus on customer experience Employee reward & retention Enhanced client/patient and family communication
strategies Web site updates to enhance interaction, resources
(social media) Implementing on-line services such as scheduling Implement Customer Relationship Management software Create and integrate service standards
3 Major Gaps in the Customer’s Experience Communication the customer receives
prior to the first visit Customer expectation vs management
expectations Process put in place to deliver the
customer experience and the actual experience received by the customer
My InnerView October 2010
3 Key Paradigm Changes
View each client/family as an individual customer and then as a partner in service delivery.
Move from viewing the focus on service excellence as a program or initiative to that of realizing it is a key strategy embedded in the culture of the organization.
Move from “management” is responsible for the experience to “everyone” in the organization is responsible.
What else effects excellent
customer experiences?
Every
“touch” With Every
customer
Every day!
Your Brand Image is a Reflection
In the consumer’s eye, your brand image is a
reflection of your organization’s commitment to
providing a quality experience and a
relationship of trust and support.
Connect with Visit: www.CiscoCo.com
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