In my years as a CX professional, I’ve run into plenty of organizations with CX programs that worked wonderfully, and plenty that didn’t—and plenty that seemed like they should work, but didn’t. These can often be the hardest to change, because everything about them seems to make sense—so why does the journey break down?
As an example, let’s look at a hospital client of ours. We studied their outpatient radiology, including MRIs, CT scans, and ultrasounds, to better understand what it was like to be a patient. The hospital’s business problem was in patient loyalty—patients who needed multiple scans weren’t coming back for their next procedure.
We discovered a number of problems, but a major one was that over 10% of patients got lost in the hospital on the way to their appointment. Over 10%! There were many well-marked signs, and even a staff person to welcome incoming patients. (By the way, the lost patients would eventually find a doctor who would escort them to the right room, but I’m sure we can agree doctors probably have better things to do.)
The lost patients were on their way to a very stressful medical procedure. When you’re worried you might have cancer, of course you’re not rational. So designing systems based on a rational mindset doesn’t work. And that’s where it always seems to go awry – assuming your customers are rational. Read more