A few months back, I came across an article on how the customer experience is being elevated in, of all places, the convenience store gas station. CX evangelist Dan Gingess gave examples of how well-known chains including Wawa (Northeast US), Buc-ee’s (Texas) and even the dominant 7-Eleven have invested heavily in making their locations a more engaging experience beyond the function of filling the gas tank.
We’ve all experienced the anxiety of stopping and just hoping and praying that the restrooms are clean. Imagine my surprise when during a rest stop on a tour in Portugal, I walk in and find a branded bathroom called Acqua.
The pictures show just how much attention was paid to the design, right down to the sinks. I saw this same brand at other stops as well. Experience Economy Co-Author Joe Pine defines a brand as “the promise of a future experience.” The Acqua bathroom lived up to that definition.
It’s a bit mind-boggling to realize that so much energy and effort goes into updating this sector…until you realize that the profitability of these goods and services in the store far outweighs the net income from selling gasoline.
That same principle can be applied to the medical practice and any environment where you are striving to meet the needs of your patients (or customers). The problem in all service businesses is that it’s increasingly difficult to differentiate. This is especially true in medicine, where the skill and expertise of the doctor are assumed.
Patients evaluate and judge their doctor visits based on many factors, many of which have nothing to do with clinical care and everything to do with how they were treated as a person. I’ve seen firsthand the impact that a PX-centric (patient experience) medical practice has on patients, team members, and especially doctors. These improvements bring a new level of pride to everyone associated with the practice. And like these souped-up gas station environments, a new level of profitability. As consumers, we are willing to pay more for better service as well as enhanced experience.
Creating an environment and team culture that you want to be in is infectious (in a good way). These practices stand out because they’ve paid attention to both what they do (the service) and –how they do it (the experience).
If you want to be the highly-reviewed and preferred practice in your community, then it’s time to give your practice a boost.
As the video above demonstrates, you don’t need an extreme makeover approach to get started.
Small Changes Often Have the Largest Positive Impact
It’s time to “think small” when prioritizing what needs to be improved in the patient experience.