My family doctor is familiar with many other families too. Therefore there is a problem every-time I visit him.
- Long waiting time
- Nothing to engage me during this waiting time
Same was the scenario at one of the prominent hospitals in Mumbai. Many people standing in queues on many counters waiting for their turn to come.
I think in most places in healthcare sector this is the scenario.
Why I like to address issues of customer experience(CX) in healthcare the most is because this is the sector where customer i.e. patient and their relatives are in maximum pain while they are waiting to be served.
Many a times it does not require rocket science to improve customer experience. It just need a mind of the people at the top and eye on companies in other sectors to learn from.
Couple of leading private sector banks have solved these issues, even Balaji temple in Tirupati & Cream Center at Chowatty has addressed these issues.
Long Queues / Waiting Time:
Issue token number on arrival and token number attended on display. Based on the experience of the enterprise , even enterprise can display tentative time of waiting based on numbers in queue.
Small dispensaries atleast can have token system (issue and display) which make patients in waiting to know number of persons before them and uncertainties of waiting time will end. People don't mind waiting if they are informed time of waiting , even they can do their work and come back. It is the uncertainties that makes them restless & spoils the entire experience.
Engaging during waiting:
If waiting cant be avoided then make it interesting. Cream Center at Chowpatty has a system to give a sheet of puzzle/games to everyone after occupying the chair. People get engaged after ordering in solving puzzle and in the process forget waiting time even if its little longer. Our saloons also used to keep old filmy magazines. In many a places they have TV to get engaged while waiting.
However they miss on which channel on TV they put on display. Better customer experience will come from the channel they put up on display. Cartoon Network (CN) kind of channels and not news channel or movies which further adds to the stress level. CN kind of channel will not only make them engrossed but also will make them feel happy.
Both the above small issues and many such issues of poor CX can be easily tackled and can be converted in to better customer experience by little thinking and application of customer centric thinking.
List down all the customer issues your organisation faces and solve it with little creativity , results will be phenomenal increase in CX.