Turning Employee

s into

Crusaders!

Anthony Cirillo, FACHE, ABC

www.4wardfast.com

Assisted Living ConceptsSeptember 26, 2008

WOM

Word of Mouth

The Employee Experience

Data Collection

Audit the Employee Experience

Employee Brand Image

Harvard and McKinsey says……

2/3 economy influenced by word-of-mouth

one word-of-mouth = 600 advertising exposures

71% prefer friend recommendation over advertising

Psst. I hear Assisted Living Concepts

is the place to work.

Customer Crusaders(think Apple, Harley, Saturn)

• Buy your products and services

• Passionately recommend you

• Offer unsolicited feedback

• Come to your defense

If they’re not a loyalist they could be a antagonist.

Word of mouth influences employer choice.

Word of Mouth

“In many cases, WOM isn't actually "marketing" at all. It's great customer service that earns customer respect.”

Andy Sernovitz

CEO, Word of Mouth Marketing Association

= 2 cents a cup

= 20 cents a cup

= $1cup

= $3 - $5 a cup

The Experience Economy – B. Joseph Pine II, James Gilmore

Fred Lee – “If Disney Ran Your Hospital”

ACHE Book of the Year

“Patients judge their experience by the way they are treated as a person not by the way

they are treated for their disease.”

“Patients reserve their good word of mouth and loyalty for hospitals where they feel their

needs were anticipated and met by a courteous caring staff.”

Deliver on the brand promise!

A great employee experience fuels a great patient experience that fuels great word of mouth.

• Data Collection

• Auditing the Experience

• Recognizing the Employee as a Brand

Delivering a Great Experience Starts With…

Data Collection

?

Know the whole employee.Recognize the whole employee.

Every time your company touches a customer, they either become a little more, or a little

less engaged – but they never stay the same.

John H. Fleming, Ph.D., and Jim Asplund

Inquiry

Calling on the phone.

Going to the web.

Showing up unannounced.

Referral source calls.

Evaluation

Visit CMS & state sites.

Google facility.

Ask for references.

Talk to referral sources.

Talk to caregiver groups, families, employees.

Tour

Scheduling

Greeting

Tour touch points

Questions

Meet ED

Follow Up

Admission

Nurse assessment

Orientation

Interest and activities

Room selection

Move in

Inquiry

Calling on the phone.

Going to the web.

Showing up unannounced.

Referral source calls.

Inquiry

Go to church with someone who works there.

A friend had rehab there and was discharged.

After interview, they may add

Toward Solutions

Caregiver Expectation

Actual Experience

Touch point

I called and wantedimmediate appointment.

I arrive on time and we get started.

They didn’t know where to refer me.

I was left waiting 30 minutes.

Direct dial number always answered with immediate appointment.

Appointment clearly scheduled and assigned to someone.

Customer Delight

Hiring andOrientation

Letter confirming.

Physical.

Orientation.

Get to work!

Hiring and Orientation

Invite to lunch with boss before start.

Meet the family.

Involve current employees who can send e-mails, cards, call.

Reserve a parking space for the first day.

After interview, they may add

Audit the experience and envision the ideal experience.

What’s Your Job

+

Why a Brand is Important in Business

A Brand

Bought

Emotional Bond

High Visibility

Unique

Worth More

Evolves

Creates Buzz

Relevant

A Product

Sold

Emotionally Neutral

One among many

Ordinary

No perceived extra value

Stagnant

No Buzz

Little Relevance

Why a Brand is Important in Your Career

Mindset of a personal brand- Work for yourself

- Internal security

- Marketing plan

- Market

- Differentiating

- Strategy

- Relationships

- Network

- Long-term plan

- Sound bites

- Packaging

- Visible

- Self-measurement

Other mere mortals- Work for a boss

- External benchmarks

- Resume

- Clients, co-workers, mgt.

- Fitting In

- Hard work

- Transactions

- Solo

- Short-term reactionary

- Business jargon

- Clothes

- Low profile

- Performance review

Individuals Have a Brand!

Don't recognize the fact that we are a brand.

Do not take the time or make the effort to think about how we communicate our brand personalities to others.

Let’s take the brand attribute test!

Each of us has a brand image.Reflect it and put a personal

stamp on our work.

The Package

What’s in a Name?

What’s in a Look?

What’s in a Look?

What Did You Say?

Mastermind Group

Building Job Security: Strategies for Becoming a Highly Valued ContributorBroscio/Scherer, Journal of Healthcare Management, Vol. 48, No. 3, May/June 2003

• Keep a change journal of new and different things taking place at your organization.

• Develop a strong internal network.• Find a mentor.• Ask for feedback.• Ask yourself – do I produce value everyday?• How you conduct yourself is as important as the results you get.• Adapt / Learn / Create new roles.• Know how to interpret and meet vaguely articulated expectations.• Uncover unmet needs and solve them in your area and others.

Job Security

Word of mouth influences employer choice.

A great employee experience fuels a great patient experience that fuels great word of mouth.

Know the whole employee. Recognize the whole employee. Audit the employee experience and envision the ideal experience.

Each of us has a brand image. Reflect it and put a personal stamp on our work.

Have purpose.

Have Purpose

Marketing Strategy

Marketing Audits

Medical Tourism

Market and price monitoring

Integrate CRM tools and continuous feedback tools

Design price packages based on customer wants and align to value

Integrate organizational goals into pricing approaches as a component of marketing strategy

Develop communication templates to tell the price story

Customer service training to support consumer driven healthcare

Tools and templates to tell the other side of the price story (i.e. economic impact studies

Questions

Anthony Cirillo, FACHE, ABC

1-704-992-6005

cirillo@4wardfast.com

www.4wardfast.com

www.anthonyssong.com

http://sickoh.blogspot.com/

http://anthonyssong.blogspot.com/