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	<title>Spaight Talk &#187; Customer Experience</title>
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		<title>On hospital &#8220;patient experience&#8221; and my beloved-pain-in-the-behind of a Father</title>
		<link>http://www.spaighttalk.com/2009/09/15/on-hospital-patient-experience-and-my-beloved-pain-in-the-ass-of-a-father/</link>
		<comments>http://www.spaighttalk.com/2009/09/15/on-hospital-patient-experience-and-my-beloved-pain-in-the-ass-of-a-father/#comments</comments>
		<pubDate>Wed, 16 Sep 2009 02:50:32 +0000</pubDate>
		<dc:creator>Sue Spaight</dc:creator>
				<category><![CDATA[Customer Experience]]></category>
		<category><![CDATA[Personal/Professional Passion]]></category>

		<guid isPermaLink="false">http://www.spaighttalk.com/?p=128</guid>
		<description><![CDATA[I&#8217;ll tell you right now, this post has little to do with anything remotely marketing, strategy or social media related. It is tangentially related to customer experience in a healthcare setting, but that is not why I am writing it.
It has to do with being human. And with gratitude. Which, I would argue, are slightly [...]]]></description>
			<content:encoded><![CDATA[<p><a rel="attachment wp-att-135" href="http://www.spaighttalk.com/on-hospital-patient-experience-and-my-beloved-pain-in-the-ass-of-a-father/dscn0743-2/"><img class="alignleft size-medium wp-image-135" title="DSCN0743" src="http://www.spaighttalk.com/wp-content/uploads/2009/09/DSCN07431-300x226.jpg" alt="DSCN0743" width="300" height="226" /></a>I&#8217;ll tell you right now, this post has little to do with anything remotely marketing, strategy or social media related. It is tangentially related to customer experience in a healthcare setting, but that is not why I am writing it.</p>
<p>It has to do with being human. And with gratitude. Which, I would argue, are slightly more important matters.</p>
<p>My 85-year old father had surgery yesterday. He&#8217;s been my best friend since I was a little girl. He let me dance on his feet. He blows bubbles like a little kid on the beach, and swims even when it&#8217;s so cold that no one else will. He payed my way through college. He supported me when I dropped out of college and moved to California briefly. And when I came back. And every day since. He worked at a concert venue until he was over 80, and digs the Red Hot Chili Peppers. And, as if that&#8217;s not enough, he was a navigator on bombing missions over Germany in WWII.</p>
<p>As a hospital patient, he is a total pain in the behind.</p>
<p>He doesn&#8217;t follow important medical instructions. He won&#8217;t accept help getting around, even when he needs it. He threatens to take out his own IV. He jumps to every possible worst-case scenario about his health, when none of them appear to be true. He complains about the bad communication, when really, he just can&#8217;t hear because he is too stubborn to get digital hearing aids. He rants incessantly about the cost of healthcare to the people who are just in the trenches, busting their butts to try to help people.</p>
<p>The nurses, however, are saints.</p>
<p>They understand, with coaching from Scott-the-very-kind-hospital-chaplain, that my very beloved pain-in-the-ass of a father is reacting to the total loss of control that he is experiencing. They remain firm and calm, even when I am yelling at him to stop being mean and leave his IV alone. (I am not mean, but sometimes yelling is all he responds to. It gets his attention, at least.)</p>
<p>In a setting where I have long questioned why the patient experience is so lacking, I now realize: the nurses ARE the &#8220;patience&#8221;, the glue, that hold all of it, and all of us, together when times are tough. They are so kind, so caring, that everything else about the patient experience that often fails us really must be kept in perspective.</p>
<p>The pre-registration mix up that&#8217;s too convoluted to attempt to explain here. The near miss on giving Dad antibiotics to which he is allergic. The doctor who &#8220;didn&#8217;t know&#8221; that I was anxiously waiting for news long after the surgery had ended, and who never came out to give me so much as the time of day. The broken telephone in my Dad&#8217;s room, so when family was trying to call him after surgery, he wasn&#8217;t getting any calls. The conflicting information received from doctor and nurse about what was happening the day after the surgery.</p>
<p>None of it matters all that much, compared to the quiet acts of heroism that are happening the whole time.</p>
<p>I work for an advertising agency, integrated marketing firm, brand strategist blah blah blah. And sometimes I am under the illusion that it is difficult. It is not difficult.</p>
<p>It is a walk in the park compared to what Nurse Debbie and Nurse Lori at Elmbrook Memorial Hospital did today.</p>
<p>Thank you, to all the nurses.</p>
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		<title>Your Customers Expect The &#8220;Make It Happen&#8221; Button</title>
		<link>http://www.spaighttalk.com/2009/08/20/your-customers-expect-the-make-it-happen-button/</link>
		<comments>http://www.spaighttalk.com/2009/08/20/your-customers-expect-the-make-it-happen-button/#comments</comments>
		<pubDate>Fri, 21 Aug 2009 02:56:00 +0000</pubDate>
		<dc:creator>Sue Spaight</dc:creator>
				<category><![CDATA[Customer Experience]]></category>

		<guid isPermaLink="false">http://www.spaighttalk.com/?p=18</guid>
		<description><![CDATA[
Marketers, hospitality brands, everyone: consider this a friendly reminder that creating a positively talkable customer experience should still be strategy numero uno in your playbook. Why? Because customers now  expect the &#8220;Make It Happen&#8221; button.
Put yourself in the shoes of your customer. (OK, it&#8217;s me. Today. But pretend that it is you. Seriously. Do it. [...]]]></description>
			<content:encoded><![CDATA[<p><a href="http://3.bp.blogspot.com/_F409TQaBAlM/So4NgqpE-iI/AAAAAAAAAEo/t_JyU89BdtQ/s1600-h/MakeItHappen.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img id="BLOGGER_PHOTO_ID_5372246260353137186" style="margin: 0pt 0pt 10px 10px; cursor: pointer; width: 400px; height: 300px;" src="http://3.bp.blogspot.com/_F409TQaBAlM/So4NgqpE-iI/AAAAAAAAAEo/t_JyU89BdtQ/s400/MakeItHappen.JPG" border="0" alt="" /></a><br />
Marketers, hospitality brands, everyone: consider this a friendly reminder that creating a positively talkable customer experience should still be <span style="font-weight: bold;">strategy numero uno in your playbook. Why? Because customers now  expect the &#8220;Make It Happen&#8221; button.</span></p>
<div>Put yourself in the shoes of your customer. (OK, it&#8217;s me. Today. But pretend that it is you. Seriously. Do it. Please.) Imagine this experience. It might help you deeply understand that what your customers go through &#8212; and what they expect from you &#8212; is much bigger than you think.</p>
<div>You&#8217;re leaving on a business trip. When you are dropped at the airport, your four-year-old is crying and screaming &#8220;Mommy Mommy Mommy&#8221; in the car, so your nerves are raw and you haven&#8217;t even entered the airport yet. First leg of the trip goes fine, you&#8217;re starting to relax. Your connecting flight leaves on time, you&#8217;re thinking &#8220;no sweat. I&#8217;m good.&#8221; Until you are told that there are 32 (yes, 32) planes ahead of you on the runway. You regroup, read your book, make pleasant conversation with your seat mate with some serious halitosis. Fine. Until you fly into a thunderstorm, think you&#8217;re falling out of the sky, and circle the airport for a while before you are allowed to land. All this before you even get to your hotel.</p>
<div>(Hotel marketers &#8212; Hampton Inn &amp; Suites, specifically: are you paying attention now? You should be.) You &#8211; the customer &#8211; are incredibly relieved to get to your hotel. Until you realize that the gate agent at the airport kept your American Express card.  You regroup again and head to your room. Nice amenities, you&#8217;re thinking ahhhhh at last. I can order some room service and chill out. The menu looks great. So you push the room service button and&#8230;no one answers. You see that there is a &#8220;Make It Happen&#8221; button. &#8220;Let us spoil you. Direct any request to our make it happen line.&#8221; SWEET, you&#8217;re thinking. Surely someone at the make it happen button will bring me some food. Except, um, no one answers the &#8220;make it happen&#8221; button either. (Seriously. I am not making this up.)</p>
<div>So, you call the front desk and are informed that, oops, the restaurant is closed for renovations &#8211; we &#8220;forgot&#8221; to mention that when you made your reservation. But hey, we can shuttle you to another part of town, you can order a pizza, or you can walk five blocks to a diner after traveling for nine hours. We can &#8220;make that happen&#8221; for you!</p>
<div>Guess what your customer says? Can you guess? &#8220;Make this happen: I am checking out. Now. Buh-bye. And when I get to my new hotel, I am going to write a blog post about your God-awful service, that I hope through some small miracle many people see. Let&#8217;s make that happen.&#8221;</p>
<div>Then, you get to your new hotel, and, um, find your American Express card, which you&#8217;ve already cancelled, and they won&#8217;t reinstate, and won&#8217;t send you a new one for four days (remember those commercials they used to run with the couple traveling and AmEx is there to save their butts? Yeah, so do I). So they pass you around from person to person, put you on hold a few times until you are standing at the hotel desk in tears, and eventually tell your hotel &#8220;She&#8217;s good. She can stay.&#8221; You breathe a sigh of relief. And go to your room and immediately tell the world about that, too.</p>
<div>The moral of this story? Like it or not, those marketers that haven&#8217;t figured this out yet need to deal with the fact that customers have come to expect the &#8220;Make It Happen&#8221; button. We&#8217;re less tolerant of mediocrity &#8211; or worse &#8211; than we used to be. Because we have channels for sharing and amplifying our discontent. And because we have every right to expect more.</div>
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