Developing a Comprehensive Exceptional Experience Strategy

Transcription

1 Developing a Comprehensive Exceptional Experience Strategy Diane Stover-Hopkins, Innovation Strategy Executive Beacon Health System Co-Author, Wake Up and Smell the Innovation Where Should Your Organization be Headed? Reducing Patient/Family Suffering and Sacrifice Supporting Reliable Exceeding Expectations Performance Especially When No one is Looking Moving from Random Acts to Reliable Actions Moving from an Initiative to an Instinct So Many Strategic Priorities- Experience Strategy Aligned With Safety Strategy- There can be no exceptional experience unless it s first a safe experience Staff Engagement Strategy-Build their skills, their ability to contribute, their sense of importance Finance Strategy- Protect reimbursement and preference Population Health Strategy-more satisfied patients are more compliant patients 1

2 Ambition Architecture Brand Talent Experience Execution Performance Future Shape of the Winner - Tom Peters Meaning Our Ultimate Purpose Distinctive Competencies building reputation and Trust Exceptional Experience Strategy Competitive Advantage higher performing and committed teams, aligned leadership Customer Value Fulfilling stated and unstated needs, providing a reason for loyalty and recommendation Effective Exceptional Experience Strategies have many Benefits No satisfied customers Raving, Loyal, Endorsing Fans! Differentiation from competitors Improved compliance Growth in Preference= Strength Financial 2

3 Advertising is the price you pay for being unremarkable Robert Stephens We re not only providing care we re creating I do it because I have to I do it because I want to It s the way we all do it here - always 3

4 Why is a Deliberate Experience Strategy an Imperative? Satisfied Customers will tell 8people about their experience Unsatisfied Customers will tell 16people about their experience Source: Goodman, J. Understand Customer Behavior and Complaints 2003 Unprecedented levels of transparency Reimbursement Impact Empowered Comparative Shopper Consumers and, most importantly It s the Right Thing To Do. 4

5 Progression of Economic Value Differentiated Relevant to Experiences Competitive Position Services Needs of Customers Goods Undifferentiated Commodities Market Pricing copyright 1999 Strategic Horizons Premium Irrelevant to BUILDING COMPETENCIES Four Key Paths to Exceptional Experiences 1- Humanizing the Experience 2- Personalizing the Experience 3- Demystifying the Experience 4- Safety Checking the Experience Five Key Priorities for Your Comprehensive Strategy: 1-Who and How You Hire -Are recruitment systems in place to hire positive, likeable, committed team members? -Are new staff members provided orientation that delights and inspires them to be exceptional? 5

6 2-Policy and Procedure Reviews for Experience Impact Review potential patient experience impact as new policies and procedures are proposed. Extra Credit-go back and review existing policies and procedures 3-New Policies to Consider: Is there an experience plan in place before the facility plan is completed and the cranes show up? Are those who will eventually be providing the experience meaningfully involved in designing the experience? 4-Is there a consistent voice among senior leaders? Patient Experience efforts tied to executive/all staff compensation? Training and use of coaches is expected? Aspirationallanguage consistently used? Exceptional efforts recognized & rewarded? 6

7 5-Build internal competencies around thoughtful, deliberate experience design. Senior Leader Assigned as Content Expert Internal Coaches/Consultants Trained/Certified In and Out of Industry Benchmarking Ongoing competency building for those who show interest and passion and accessible tools Required foundational training for all leaders Immersive Patient Experience Training for New Hires Exceptional Experiences are enthusiastically, consistently and effectively offered when: Those engaged in offering the experience are involved in new ways to enhance the experience When those who create exceptional experiences are celebrated broadly and the stories told When those serving customers are given broader and deeper glimpses of all their customers need, want or desire The Foundations for a Refreshed Exceptional Experience Culture Adopt Your Patient Experience Language & Voice Assign Key Leader/Content Experts to Propose Strategy AlignRewards & Recognition to Long-Term & Short-Term Achievements Accept Nominations for Internal Coaches to be Trained Adopt Co-Creation Methods to Enhance Sustainability Approve Ongoing Training Opportunities & Out-of-Industry Learning Adjust Policies & Procedures with Experience Strategy AccelerateReliable, Sustainable, Deliberate Exceptional Experience Culture 7

8 Everyone Has Influence They won t always remember what you said, or what you did, but they will always remember the way you made them feel. Maya Angelou 8