Ali Anani, PhD

Coupling Customer Journey Maps with Twitter

These are great visual tools to inspect the delights and pains of

customers

Customer Journey Maps

These are great visual tools to inspect the delights and pains of customers

And (CJMs) shall have a greater value if coupled with data extracted from social

media such as Twitter

Customer Journey Maps (CJMs)

A case study is Customer Journey Map to an eye hospital

Surgery

Post SurgeryMeeting with DrWaitingArrivalResearch

Pre-testingCheck inMakeappointment

Surgery

Post SurgeryMeeting with DrWaitingArrivalResearch

Pre-testingCheck inMakeappointment

Starts with reviewing comments and asking friendsSocial media is a great source

of information

Starts with reviewing comments and asking friendsSocial media is a great source

of information

Surgery

Post SurgeryMeeting with DrWaitingArrivalResearch

Pre-testingCheck inMakeappointment

First impressions are

lasting

Surgery

Post SurgeryMeeting with DrWaitingArrivalResearch

Pre-testingCheck inMakeappointment

A special thanks the registrar on duty on 7th August at 9pm who performed the procedure in spite of pressure of

emergency calls from elsewhere in the hospital

Previous comments were positive. But there are many negative comments as well

Surgery

Post SurgeryMeeting with DrWaitingArrivalResearch

Pre-testingCheck inMakeappointment

have made many mistakes on making

appointments for my wife

Information and appointments sent out on white paper in small print, how they expect a person

with poor sight to read this

records of treatment may not have been

updated

The hospital system is designed for the

convenience of the specialists, not for the

needs of the patient

I wanted better eyesight, but it’s all

blurred now’

What are the words most com-monly used in tweets pertaining

to eye hospitals globally?A sample world cloud is shown in

the next slide

Appointments and waiting are among the major issue eye patients tweet on

Appointments and waiting are among the major issue eye patients tweet on

Sentiments of tweets on LASIK operations are mixed

Analysis of Tweets

Cleanliness, staff co-operation and respecting the dignity of patients are prime factors of patients’ satisfaction. These results show the importance

of emotional intelligence in the medical field.

Super friendly and efficient staff

You will wait multiple hours -- I was here for more than 3 hours, which I found pretty ridiculous

… my perception of the resident clinic was a little off, because the attending physician never looked in my eyes

He was wonderful in explaining the history of the procedure, the differences in the procedures themselves, the risks/benefits of each, and recovery time for each

Two hour wait minimum every time. This is so ridiculous

Meanwhile i think i will end up blind in my right eye

If you end up going here, assume well over six hours to complete your appointment and don't expect a friendly greeting

They apparently do not read the information they demand you send ahead of time and they got some of my information wrong

The waiting rooms are noisy and crowded

..... including several treatment options that had never been discussed by previous doctors

and have left feeling that the management and staff left us with a lot to desire

When going to a place that has a good reputation you should expect high quality service

Emotional Words Are a Must in Eye HospitalsUsing harsh and negative words may upset the patient to a large scale

Negative Words Have Negative Consequences

Negative feelings of patients leading to angry reactions or passive ones by not cooperating with the hospital staff

Do Not Blame Patients or Narrow Their Options

Hospital staff must be positive by avoiding blame, explaining different eye treatment possibilities and promise what the hospital can do

Don’t increase the pain of your patient

Maximize delight and minimize pain of your customers at each touch point.

This way they may recommend you to others

Experience

METRICS

Pain

Delight Opportunity

Action Plan

Customer Journey

Onboarding(35-21 days )

Education(21-14 days)

Support(Lifetime Average = 4

years)

Pre-Sales(90-30 days)Journey Step

Net Promoter Score in Healthcare

Promoter

ExtremelyUnlikely

Extremelylikely

Passive

How likely are you to recommend?

Detractor

Promoter Passive Detractor

% Promoter % Detractor Net Promoter Score=-

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Remember: respect starts in-house

The Butterfly Effect of keeping clean atmosphere and culture