The goal is a deeper relationship with the consumer.  We have been discussing creating customer value for the last four posts. Let’s go one final step.  Borrowing from the principle that a well-tuned and consumer centric service IS the marketing, take a deeper look at how your organization’s work flow alerts your consumer that you care – or don’t care.

Prior posts have enumerated the value of a customer relationship management (CRM) systems and how important your front line personnel are to enhancing your relationships.  Go a little further in your thinking and look at your entire work flow process but do it from the eyes of your consumer.  “Mystery shop” your own service and see how it feels to be the referring physician or the patient.  What are the gaps in service?  Do all of your employees recognize that their primary goal is to make the consumer feel good? Are there clogs in the process?  Does the patient or the physician have an easy vehicle in which to make suggestions?  Is your service fixed or do you recognize the need for constant refinements?

Intense competition makes it harder for healthcare organizations to keep their consumers satisfied and loyal. Simply put, better service results in happier physicians/patients which results in repeat business and increased revenues. Use your workflow to enhance the consumer’s experience and to make them happy.  Don’t get caught in the trap of focusing on the business goals that are pressing but make sure you have the basics being met for your patients and physicians.  Is your workflow process focused on achieving the organization’s business objectives and less concerned with improving customer relationships?

Look at your process by first identifying customer needs. Consider what work should be done, who should do it and if there is technology that can support the work and make the process more efficient.  Keep in mind that the healthcare consumer is more informed and wants to be more involved in the process.  The patient who listens and follows the doctor’s suggestions without questioning is less and less common.

You may be tempted to tweak your process here and there but consider a strategic look at the entire process and how it feels from your consumer’s reference point.  If you examine the who, what and where of your operations, you might be pleased and surprised by the changes you can make.