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10/5/2015
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 Instinctcopyright 2014 Diane S. Hopkins
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
copyright 2014 Diane S. Hopkins
10/5/2015
2
Future Shape of the Winner - Tom Peters
Ambition
Talent
Performance
Brand
Experience
Architecture
Execution
copyright 2014 Diane S. Hopkins
Exceptional Experience
Strategy
Meaning Our Ultimate
Purpose
Competitive Advantage
higher performing and
committed teams, aligned
leadership
Customer Value Fulfilling stated and unstated
needs, providing a reason for loyalty
and recommendation
Distinctive Competencies
building reputation and
Trust
copyright 2014 Diane S. Hopkins
Effective Exceptional Experience
Strategies have many Benefits
� No satisfied customers—Raving, Loyal,
Endorsing Fans!
� Differentiation from competitors
� Improved compliance
� Growth in Preference= Financial
Strength
copyright 2014 Diane S. Hopkins
10/5/2015
3
“Advertising is
the price you
pay for being
unremarkable”
Robert Stephens
We’re not only providing care… we’re creating
copyright 2014 Diane S. Hopkins
copyright 2014 Diane S. Hopkins
I do it because I have to…
I do it because I want to…
It’s the way we all do it here -
always
10/5/2015
4
Why is a Deliberate Experience Strategy an Why is a Deliberate Experience Strategy an Why is a Deliberate Experience Strategy an Why is a Deliberate Experience Strategy an
Imperative?Imperative?Imperative?Imperative?
Satisfied Customers will tell 8 people about
their experience
Unsatisfied Customers will tell 16 people
about their experience
Source: Goodman, J. “Understand Customer Behavior and Complaints” 2003
copyright 2014 Diane S. Hopkins
Unprecedented levels of transparency
Reimbursement Impact
Empowered Comparative Shopper Consumers
and, most importantly…
It’s the Right Thing To Do.
copyright 2014 Diane S. Hopkins
10/5/2015
5
Progression of Economic ValueProgression of Economic ValueProgression of Economic ValueProgression of Economic Value
Commodities
Services
Goods
CompetitiveCompetitiveCompetitiveCompetitive
PositionPositionPositionPosition
DifferentiateDifferentiateDifferentiateDifferentiated
UndifferentiateUndifferentiateUndifferentiateUndifferentiated
Market PremiumPricingPricingPricingPricing
Needs of Needs of Needs of Needs of
CustomersCustomersCustomersCustomers
Relevant toRelevant toRelevant toRelevant to
Irrelevant toIrrelevant toIrrelevant toIrrelevant to
Experiences
copyright 1999 Strategic Horizons
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?
copyright 2014 Diane S. Hopkins
10/5/2015
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
copyright 2014 Diane S. Hopkins
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?
copyright 2014 Diane S. Hopkins
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?
� Aspirational language consistently used?
� Exceptional efforts recognized & rewarded?
copyright 2014 Diane S. Hopkins
10/5/2015
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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
copyright 2014 Diane S. Hopkins
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 desirecopyright 2014 Diane S. Hopkins
The Foundations for a Refreshed Exceptional
Experience Culture
Adopt Your Patient Experience Language & Voice
Assign Key Leader/Content Experts to Propose Strategy
Align Rewards & 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
Accelerate Reliable, Sustainable, Deliberate Exceptional Experience Culture
copyright 2014 Diane S. Hopkins
10/5/2015
8
Everyone Has Influence…
copyright 2014 Diane S. Hopkins
“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
copyright 2014 Diane S. Hopkins