By Debra Fin
This provocative statement is attributable to Peter Drucker, widely regarded as the father of modern management thinking. In healthcare, strategy can be devoured by culture’s hunger for maintaining the status quo especially with the relentless pace of change occurring in the industry.
Culture is the way of life for a group of people–the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next. You know culture when you hear hospital employees state, “We don’t do it like that here” or management talks about “our way of thinking”. Culture is the soul and traditions of an organization and, most often, the obstacle to embracing change that focuses on the customer.
C-suite directives to improve customer centricity and focus on improvement of the patient’s experience can authorize CX leaders to gather patient data, hold focus groups and build touchpoint roadmaps. Armed with these insights and tools, operational changes are recommended, communications are built and new services are rolled-out all in an effort to meet the expectations of future patients, improve metrics and increase revenue. Everyone from Administration to Housekeeping waits to hear that patient experience has improved.
Only to find out that the culture on 3West devoured breakfast and is on its’ way through lunch!
Changing the structure, staffing and services of the organization will not suffice to improve patient experience based on patient insights alone. As our most recent Patient Experience case study demonstrates, the culture and values of the organization and its’ employee voices are vital to understanding how to meet the needs and expectations of patients. Equal time must be spent clarifying values, needs, and expectations at both the customer level and at the organization’s human capital level.
Engaging employees is as important as engaging the patient population. Doing both gives you a better eco-system view on how to achieve better service, meet expectations and empower employees to satisfy patients and families. Employees are the engine that delivers on your brand promise by meeting the expectations that define excellent patient experience.
Market research gathering employee insights and reactions to the ideas and expectations of patients can identify the barriers and best practices to delivering on a best in-class patient experience. Employees know how things really work and how to get things done; they can identify where the collaboration chain breaks down in bed scheduling and what families of inpatients really need. Best of all, collectively they have many solutions to improving their patient’s experience and want to be instrumental in creating both better health and better customer loyalty. All you need to do is ask them.
Armed with this 360° view, cultural mores and traditions can be addressed and both the patient and the hospital employee are equal partners in designing the patient experience solution.