My wife has a new ear doctor! He has great bedside manner and obvious, deep medical expertise. But, the start and finish of her first visit left her wondering how well he understood the complete patient experience.
I went with her for her first office visit. She arrived thirty minutes early to complete the reams of forms required of all new patients. The TV in the reception area was playing the Disney Junior channel. There were no children in the waiting room. Realizing we would be there for a while, I politely asked the receptionist if she could change the TV channel to CNN or CNBC.
“Doctor Acme says we can only play the Disney channel or the Fox News channel.” I slowing returned to my seat. But, I was not done with this episode as Pluto loudly sang, “Hot dog, hot diggidy dog!”
“What would you like to see?” I asked another couple patiently waiting with absolutely no interest in the TV. “I would like to see CNBC to see how the market is doing,” relied the man. I turned to only other person in the room. “How about you?” I asked her. “CNBC sounds great to me,” she replied.
I returned to the receptionist and again politely said, “I have taken a poll of everyone in the waiting area. We would all like to watch CNBC.”
The receptionist was now less than enthusiastic. “Doctor Acme says we can only play the Disney channel or the Fox News channel. I’ll change the channel to Fox.”
Who drives your customer’s experience? Smart organizations, including patient-driven physicians, work hard to find ways to craft the complete experience around the person who provides or sponsors the revenue. They are perpetually on the hunt for customer intelligence to monogram the experience to customer needs, interests and aspirations. Magazines, music and murals are what the customer favors, not what the service provider fancies.
As we were checking out, the reception area was now full of patients—all adults. All seem bored reading an old magazine, scanning an imported newspaper, or texting. And, the TV? Minnie Mouse was helping Donald Duck make cookies.