Customer Centricity in healthcare is an approach to doing business by providing a positive customer experience at the point of brand interaction in order to drive profit and gain competitive advantage. Recognising the difference between these interactions across healthcare brands, will prove to be advantageous in the design and provision of Value Added Services.
Understanding how to align service provision to increase the impact of these interactions will be a significant success factor in an organisations ability to adapt and grow. In spite of this, within the Healthcare sector, Healthcare Professional (customer) and patient centricity is an emerging practice and the pace may not be up to speed with other sectors, but key learnings can be taken from organisational customer centric business models harnessed successfully within other industry sectors.
How do you apply every strategic service provision and brand interaction to the evolving needs of your healthcare customers?
Creating a flexible approach and in-depth understanding of how to support Healthcare Professionals at a personal level will enable organisations to enhance their service provision.
Who are your customers? – Stakeholder mapping
Stakeholder mapping is a beneficial undertaking and will help organisations to understand the interests and influence your brands deliver to customers, recognising the difference in value between differing interactions will prove to be advantageous.
Recognising who your customer is and where the “Touch Points” lie within their journey, helps to bring strategic clarity. Consider every “Touch Point” from online education to customer service support and field sales teams. Noticing the customer journey through your brand helps to harness valuable customer insights.
Understanding more about Touch Points may involve market research, customer collaboration plus outbound and inbound communication that gathers insights and real world data directly from your target stakeholders.
Experience and process maps, what are they?
An experience map is a description of the process involved in complex stakeholder interactions, enabling an organisation to gain a point of view from an individual’s perspective. Think about the day to day activities of customer service and sales teams for example, intrinsically the view of the organisation may be that they are providing huge resources to their customers, yet to the customer this journey may seem complex and time consuming to navigate.
Mapping requires empathy and will involve organisations taking an authentic look at the people and processes involved in their service provision, before any enhancements can be achieved.
Gathering customer centric insights
Connecting with customers in a more efficient manner will enhance the impact of value added communication strategies. If used correctly data collected during customer interactions can build regional and national value propositions, all enriching patient centric outcomes.
www.SalesAccelerant.co.uk – The UK based Healthcare Telemarketing Specialists – We help healthcare companies to take multi-channel healthcare professional engagement to the next level in pursuit of commercial excellence and efficient KPI achievement.