Customer Experience the Piedmont Way
// By Jane Weber Brubaker //
Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. Patient experience historically has been a clinical initiative, with the bulk of resources focused on improving inpatient experience.
But most customer experiences happen outside the walls of a hospital. “Our data showed that about 92 percent of our patient interactions were in ambulatory or outpatient settings,” Gove says.
Over the past few years, Piedmont has worked to expand the concept of patient experience to the broadest possible definition, embracing every customer interaction, in every setting. The outcome of this work is the Piedmont Way, an enterprise-wide customer-centric framework developed in marketing, in partnership with patient experience, that touches every part of the organization.
The Piedmont Way launched in July 2016. It comprises an ongoing set of initiatives to align the organization with customer expectations, which are set more and more by industries outside of healthcare. “There are great examples out there,” Gove says. “We can be inspired by these examples and come up with something that’s perfect for our customers.”
How can you achieve consistent customer-centricity across a large, diverse organization? Here, we’ll see how marketing took the lead, and is transforming an entire enterprise one touchpoint at a time.