10 Apr Creating a Patient-Centric Culture, an NHS Elect Interview with Strativity’s Steven Walden
Creating a Patient-Centric Culture
By Steven Walden, Strativity Group
Sue Kong, Director at NHS Elect had the pleasure to interview Steven Walden, UK Managing Director of Strativity Group, LLC. Steven has a career in customer experience, most recently serving as Director of Customer Experience at ttec Digital. He was Director of Customer Experience at Ericsson and spent 8 years as Head of Consulting and Research at Beyond Philosophy. He is the author of Customer Experience Management Rebooted (2017). Strativity is a global leading consultancy in customer experience and Culture Design www.strativity.com
Sue: What are the global trends for customer experience? Are customers becoming more demanding?
Steven: Customer experience (CX) has been around since the late 1990s but I think the interest in the subject has been recently fuelled by the rise of digital and omni-channel communication (voice, email, chat, social media) as well as the perennial issue of commoditisation.
With technology, we have seen through telemedicine and Google Analytics how firms are now able to disrupt the market through focusing on the patient lifecycle. How new value creating opportunities are surfacing just as there has been a power shift towards the customer. For instance, through better sharing of information, the ease of obtaining knowledge (as well as misinformation) and how the very social interconnectedness of communications is driving increased expectations.
We can see this in how your staff and patients will say ‘They do it on Amazon so why not here?’
And this is happening to all businesses. In the cement business, B2C technology is starting to come in. Likewise in automotive
the point of interaction is no longer just when you buy or sell a car. Now through the app economy there is the opportunity for more constant communication and the ability to create new services matching your lifestyle, and other related Mobility market services. What has been called ‘value in use’.
This isn’t just about the changing role of the customer though. Companies also need to think about the changing role of the employee.
- What will happen to their role?
- How do we engage employees and other stakeholders in the more agile digital environment?
- If we use AI and chatbots to take out repetitive processes, what role will our staff perform?
- Do we need to upskill them?
- Can we differentiate by offering through our employees deeper levels of customer engagement?
Sue: With such a social change, what are the challenges for public services?
“We need to understand our service from the lens of our patients,co-design with them on a strategic level and measure the impact on them at an experience level.”