TRANSFORMING PATIENTS INTO SATISFIED CUSTOMERS

CRM approach improves patient experience for $3.5 billion healthcare system

(PRWEB) September 12, 2003

Houston, TX – Knowing its future depends on consumer choices, Memorial Hermann Healthcare System chose Houston-based The Turning Point Group to develop a new “consumer” approach to enhancing the patient experience. The results are several innovative programs that generate positive experiences for patients and the healthcare system.

Any of the large consulting groups would relish the assignment for a try at enhancing the patient experience at the $3.5 billion healthcare system, the largest not-for-profit healthcare organization in Texas, but it was the unknown The Turning Point Group that convinced administrators it could meet the challenge.

The customer-focused management consulting firm made good on its promise. The success of the pilot programs brought to life the firm’s slogan, “Creating Customer Passion”. Despite a lack of healthcare-industry experience, The Turning Point Group principals Tom Downing and Kathleen Diamonon were so confident they could map the road to success that they staked part of their compensation on results.

What made them so sure? Each had increased profits in other industries — such as airlines and wireless communications. They knew hospitals could profit from these same concepts. . Their efforts with Memorial Hermann are forecasted to generate a two-to-one payback for the organization over three years.

“For any business to grow, relationships with its clients must continue after an individual service,” says Tom Downing, Managing Partner for The Turning Point Group. “Success depends on adopting a proactive approach –setting customer expectations about their experience and then delivering against them.”

The goal for Memorial Hermann was a two-point improvement over three months based on an ongoing customer survey at two pilot locations. This jump in ratings was assumed to be optimistic — until actual measurements surpassed the goal with a six point improvement. Additionally, service quality measurement from mystery shoppers scored 93 percent – a 22 percent improvement from before The Turning Point Group’s changes.

“The comments we have received from patients have a passion about them which show that we have moved from providing a service to creating an experience.” says Rod Brace, CEO of Memorial Hermann Fort Bend Hospital.

Based on the positive results, a new Memorial Hermann Customer Relationship Management group will continue implementing the programs in the system’s other hospitals over the next nine months.

Customers may already notice some of the changes at some of Memorial Hermann locations:

•    A new patient guide describes what patients are to expect at the hospital, promotes the healthcare system’s wellness services and explains the complex billing process.

•    A standardized “Memorial Hermann Customer Experience”– to create a consistent experience from “greeting to thank you”.

•    Consumer incentive programs, starting with a trial program that included an offer of 10,000 airline frequent flyer miles to buyers of a Total Wellness Scan. (It yielded a three-to-one return on the hospital’s investment.)

About The Turning Point Group

The Turning Point Group, LLC is a customer-focused management consulting firm recognized for their ability to deliver customer-based strategies. With over 40 years of experience, they help clients increase revenues by understanding “best” customers and increasing overall customer satisfaction.

Managing Partners, Tom Downing and Kathleen Diamonon developed the phrase, "Creating Customer Passion" as they help create passion for customers among employees and passion among customers for the company.

For more information:     http://www.turnpnt.com

Contact:         info@turnpnt.com

Phone:             800-818-2030