Creating a Customer-Centric Culture National Healthcare ...Creating a Customer-Centric Culture...
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www.cihi.ca At the heart of data Creating a Customer-Centric Culture National Healthcare Leadership June 2012 1
Transcript of Creating a Customer-Centric Culture National Healthcare ...Creating a Customer-Centric Culture...
www.cihi.ca
At the heart of data
Creating a Customer-Centric Culture
National Healthcare Leadership
June 2012
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www.cihi.ca
At the heart of data
Creating a
Customer-Centric
Culture
Anne Cochrane
Director, Corporate Communications and Outreach
Canadian Institute for Health Information
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www.cihi.ca
At the heart of data Vision/Mandate/Values
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At the heart of data Creating a Customer-Centric Culture
> It’s a journey
> 15 minutes to cover three years
– focus on how we developed our
strategy and action plan
– 8 steps and lessons learned along
the way
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At the heart of data What is a Customer Strategy?
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At the heart of data Key Principles
> Understanding your customers’ needs
> Providing a consistent, positive experience
> Ensuring continuous improvement
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At the heart of data The Customer Journey
> Step 1: Do your research and know where
you stand
– Your people — perceptions, existing service
standards, gaps
– Your customers — perceptions, needs, gaps
– Your sector — what are others doing that you could
adopt/adapt
– Best practices — look beyond your sector, nationally
and internationally
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At the heart of data The Customer Journey
> Step 2: Engage senior leaders and influencers
– Get buy-in at the top
– Be aware of sensitivities
– Begin the conversation throughout your organization
– Create cross-functional steering committee/team
– Engage team in validating elements of a strategy that
could work for your organization
– Ensure approval of that strategy and action plan
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At the heart of data The Customer Journey
> Step 3: Start planting the seeds of awareness and
understanding throughout your organization
– Hold information sessions for your staff
– Invite them to talk to members of the steering committee
– Weave messages throughout all communications
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At the heart of data The Customer Journey
> Step 4: Agree on your “value chain”
– How does your business work?
– Who are the players along the chain from initial input
through delivery?
– No one right answer
– Agree and visualize
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At the heart of data Health Information System Value Chain
Functions
Outcomes: 1) Improved health system
performance, and 2) Improved health
outcomes for the Canadian public
Funding
Policy Development
Health Services Delivery
Data Collection, Management and
Dissemination
Data Provision
Data Analysis
Research
Influencers
Inputs: Health system needs as identified by
various stakeholders
CIHI’s Value Chain
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At the heart of data The Customer Journey
> Step 5: Agree on your priority customers
– “Customer” is a healthy word
– Can’t do everything for everyone — especially given
current realities
– Understand where you have come from and what
you do well
– Understand who else has since entered your space
• “Competition” is another healthy word
– Understand and agree on your unique value proposition
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At the heart of data
> Step 6: Segment and further prioritize your customers
– Prioritizing customers drives organizational focus
– CIHI’s customer segments were identified by their function on the value chain; sub-segments identified based on the specific role they play within a function
– Segments and sub-segments were prioritized and tiered using select criteria:
• Degree of influence on health system
• Extent CIHI is positioned to meet segment needs
– Prioritization is a relative assessment
between segments — does not denote
abandoning lower priority segments, but
rather shifting emphasis to focus efforts
The Customer Journey
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At the heart of data
CIHI Customer Segments
and Sub-segments
Customer Segments Priority Sub-segments
Tier 1
Funders Lower capacity jurisdictions
Policy makers Senior decision makers
Health services delivery managers Senior decision makers
Tier 2
Data providers Clinicians
Data analysts
Policy related researchers Policy-related researchers
Influencers
Tier 3
Other researchers
We can better serve our customers if we have a clearer focus on their distinct needs.
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At the heart of data The Customer Journey
> Step 7: Bring your customers to life
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Fred the Funder
Padma the Policy Maker
Denis the Data Analyst
Dae the Data Submitter
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At the heart of data
> Step 8: Develop your action plan
– Multi year
– Cross-functional ownership
– BUT keep it simple
– CIHI’s action plan
• About 20 initiatives
• Examples: more integrated reporting across databases,
single sign-on, centralized customer services, enterprise-
wide service standards
• Each initiative has its own metrics
• Quarterly report to senior management and board
The Customer Journey
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At the heart of data The Customer Journey
> Step 8: Develop your action plan (cont’d)
– Now focusing on enterprise-wide service standards
• Building on current foundation
• Key principle: need to measure and report on progress in
open and transparent manner
• Examples:
– Response times to data/service requests
– Response times to e-mails and phone calls
– How customers are routed through the organization
– Onboarding process for new priority customers
– Training for all staff — generic and specific
– Formal customer complaint/comment program
– Weave into performance management
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At the heart of data
> Leadership support and alignment across
the organization
> Employee buy-in across the organization
> A simple, effective governance model for executing
on the Future State Customer Strategy
> Dedicated resources and clear accountabilities
for implementation of strategic initiatives
Critical Success Factors
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At the heart of data
> Clear communication and engagement plan,
in order to:
– Minimize disruption to operations and customers
– Mitigate risks of low employee engagement and morale,
public relations and reputational risk
– Elevate leadership expectations and performance
– Facilitate smoother transition to new way of operating
– Allow CIHI to build sustainable capacity and approach that
can be successfully replicated across initiatives
Critical Success Factors (cont’d)
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At the heart of data
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Anne Cochrane
Director
Corporate Communications & Outreach
613-694-6385
www.cihi.ca
At the heart of data
Thank you
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