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Experience management overview - Gelb Consulting


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Holistic management of the experiences of patients, physicians, employees and donors creates enchantment.

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Experience management overview - Gelb Consulting

  1. 1. Experience Management Bringing the Voice of the Customer to Data, Insights & Execution
  2. 2. The experience provided represents some of the best opportunities to create patient loyalty.Delivering an exceptional experience in today’s complex and changing healthcare environment requires a disciplined approach and a deep understanding of customers. Gatheringrelevant market intelligence to better target and segment the market Providinga consistent,streamlined experience Increasingreach and findinginnovativeways to better engage patients and physicians Equippingyour teamwith insight & tools to grow advocacy COMMON CHALLENGES Experience Management 1 2 3 4
  3. 3. OUR FIT Insights + Expertise = Practical Strategies 3 Use of proven research tools and frameworksfor brand, experience, culture and operations management across industries. A 50-year heritageof research innovation to drive strategic decision-making. Best practices developed with national leaders in healthcare. A team that includes those with prior healthcare leadership experience. Deep understanding of the healthcare systemenvironment, fromthe most complex (academic-community partnerships) to mostcompetitive (regionally-based systems). Trusted advisor to someof the mostrecognized healthcare systems in the country. Industry Expertise Research-Driven Insights Clear and actionable recommendations using insight- driven scenario development to express multiple options. Consensus-driven decision making processes to ensurethe strategy is embraced. Engagement processes to maximize the potential for advocacy of the strategy, both internally and externally. Practical Strategies We appreciate the unique needs of healthcare brands. With much more at stake in every single interaction, understanding decision factors and aligning your experience to it is paramount. Our approach is based on our extensive experience working with many national healthcare brands.
  4. 4. SCOPE OF SERVICES 4 Buildinga Customer-Oriented Experience Experience Management For over 20 years, we’vebeen using our proven approach to organizeinsight development, strategy design, and experience monitoring. We assess key needs, touchpoints, and experience stewards throughoutthecontinuumof the journey. • Patient Experience Management • Physician Experience Management • Donor Experience Management • Healthcare Employee Experience Management • Touchpoint Assessment • Persona Development Experience Strategy & Design We guide your experience design and planning efforts, with a focus on cross- organizationalcollaboration and experience consistency throughoutthe supply chain. Our digital insights dashboards provideintegration and easy access for monitoring customer experiences. • Cross-Functional Workshops • Healthcare Growth Playbook • Health Brand Strategy • Digital Insights and Dashboards Implementation Excellence Our team members haveexecutive-level experience and expertise in executing planning efforts, culturaltransformation, and cross-functionalcollaboration. We translateyour insight and planning efforts into action. • Strategic Planning • Financial Analysis • Revenue Cycle Improvement • Operational Excellence • Organizational Transformation • Quality and Patient Safety • Executive Transition • Destination Medicine
  5. 5. 5 PHILOSOPHY We believe that culture and your brand promise are linked through the experience delivered. Leaders translate customer expectations to the organization, assign priorities and reinforce expected behaviors. We intentionally examine the differences between functional needs (what is done) with emotional needs (how patients feel about the interactions). Alignment with expectations creates an exceptional experience and a sustainable competitive advantage. Set, Met, Reinforced – The Key to Experience Management
  6. 6. PROCESS The Continuumof RelationshipManagement • Listening to establish a foundation for insights. • Using insights to define the ideal experience and impart best practices. • Collaboratively defining the promise and designing high priority initiatives. • Delivery of the ideal experience to reinforce the brand promise and grow advocacy. • Most importantly, our approach includes tools to allow you to monitor and repeat the experience management process and to support service recovery. 6
  7. 7. 7 OUR APPROACH Experience MappingFramework We organize all activities through the use of an experience map to examine the experience holistically. The map frames the experience in terms of activities, key touchpoints, and touchpoint stewards. The experience map is customized based on audience (patient, physician, donor) and service area. Key Tool – The Experience Map
  8. 8. 8 BENEFITS Experience Management • Brand Perceptions • Decision Factors • Marketing Channels & Touchpoints • Outreach • Referral Channel Performance • Patient Communications • Develop Empathy • IdentifySegment Needs • Deliver the Ideal Experience • Maximize Marketing& Outreach • Align Marketing and Operations
  9. 9. BUILDING EMPATHY AppreciatingDifferent Types of Needs Functional Awareness Accessibility Confidence in Care Care Coordination Follow-Up Care Planning Emotional Respect for Time Inclusion in the Process Feeling Listened To PersonalizedCare Education and Empowerment
  10. 10. 10 For Each Stage of the Experience: • Day in the Life - Current versus ideal • Touchpoint analysis and prioritization • Verbatim quotes and selected audio clips • Detailed findings with rich quotes In-depth insight into what customers do, think, feel,and need during their experience. UNDERSTANDING A Day in the Life
  11. 11. 11 Personas Include: • Descriptors • Behaviors • Needs • Opportunities Bringing to life key segments through examining descriptors,behaviorsand needs. SEGMENTS Persona Development
  12. 12. INSIGHTS TO ACTION Prioritizing MultipleEfforts Our recommendationsare developedand prioritized based on the findings, information review and our observations. The Kano model shows how tangiblecustomer needs, wants, and suggestions can be segregated into three separate requirement categories. 12
  13. 13. DESIGN Engaging Staff for Change Communication Message mapping and communications at various touchpoints Coordination Processes and technology to increase efficiency Care Expected behaviors required to create lasting impressions Our workshops facilitate cross-functional teams to create long-lasting outputs and maximize buy-in for sustainable change. We engage internal stakeholders around expected behaviors, process improvements, and communication and bring successful frameworks and industry knowledge to ensure a successful, additive outcome.
  14. 14. EXPERIENCE Leveraging Best Practices We assess how your current practices relate to cross-industry standards for managing customer experiences. Our benchmarking, done by operationally-experience consultants, provides a roadmap for systemic improvements. Insight Includes: • ClinicalOperations/ServiceDelivery • Contact Centers • PhysicianRelations • Marketing • Multipleaudiences, includinginternal, physicians,patients, and donors
  15. 15. FOCUS ON THE FUTRUE DigitalInsights & Dashboards 15
  16. 16. 16 We work with nationally-recognizedInstitutions: • 4 “HonorRoll” institutions • 8 out of the top 20 cancer programs • 3 out of the top 4 pediatric hospitals • 3 out of the top 10 cardiovascularprograms NationalBenchmarkingStudies: • Patient experience management • Marketing practices • Physicianrelationsprograms • International programs Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare The Gelb Difference: Our collaborative,information-basedapproach instills confidence in results and brings into focus the true meaning of offering an exceptional customer experience. We have been specializingin customer experience for over a decade. Our approach applies industry best practices and proven frameworks to real-world situations. Our team members have depth and breadth of experience and knowledge; many have executive- level experience at leadinghealthcare organizations.
  17. 17. THANK YOU 950 Echo Lane, Suite 200, Houston, TX 77024 @GelbConsulting Contact 800-846-4051