Welcome to Customer Insights, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: three tips on how CMOs can win over customers and CEOs, and the chief experience officer at the Cleveland Clinic says physician experience matters, too.
Win the Customer and the CEO
CMOs can win over customers (and CEOs) this year in three ways, according to Mike Sands at Marketing Land.
First, make the customer the primary focus across the enterprise. Determine how and where each part of the company intersects with the customer journey.
Second, develop a process to understand your customers with data. “Resolving customer identity is a strategic imperative – and that makes a data-driven CMO indispensable,” Sands writes.
Third, “build great customer experiences.” Sands writes that when a brand really understands who their customers are, CMOs can “make wonderful things happen for their customers – and the brand’s bottom line.”
Physician Experience is Important, Too
Dr. Adrienne Boissy, chief experience officer at the Cleveland Clinic, says that the patient experience is directly connected to the experience of the physician.
“I think there’s absolute clarity for me and for this organization that there is no patient experience without a caregiver experience,” Boissy told MobiHealthNews. “And right now our caregivers are hurting in a number of ways. And part of my role is not just exploring how I can expand the roles of our caregivers, but recognizing that if I go to a bunch of caregivers and say ‘Be more empathic, you have to be nicer, I’m going to hold you accountable for it’ that doesn’t work.”
So experience, whether it’s the patient or the physician, matters. There are known ways to better the patient experience – like customer feedback analysis, so creating a better physician experience might involve a similar method.