How to Efficiently Leverage Multiple Data Sources to Create Relevant Patient Experiences

According to Forrester Research’s customer experience index, even improving patient experience by one or two points can have an enormous impact on patient satisfaction and a health care organization’s bottom line. It’s the proverbial win-win. However, the same report indicates that not one company across any industry is earning marks of excellence for customer experience—not even Disney, the customer-first, customer experience poster child.

Health care organizations have been, and continue to be, invested heavily in patient experience to improve outcomes and lower costs. The potential to realize these improvements depends on the quantity, quality, and diversity of data available. The post-EMR implementation landscape and health app explosion are cranking out more data than clinicians or marketers can disseminate. Interoperability is a key and complex problem health care faces, but there are means of getting answers to patient experience questions quickly without wading through siloes of data and internal bureaucracy. The key is to get to actionable insights regardless of whether your data is your own or combined with third party data from public sources or private partners.

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Improve CX by Sipping Data Through Straw, Not Fire Hose

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Do you ever feel like you’re drinking marketing data from a fire hose when what you really need to improve customer experience is a narrow straw?

There are currently so many digital tools that enable all kinds of data to be captured — within CRM systems, analytics solutions and databases — that marketers can be overwhelmed trying to find a needle in the haystack. The result is that despite lots of investment in the latest technologies, they’re still not meeting their customer experience and revenue goals. In fact, in the 2017 "U.S. Customer Experience Index" report from Forrester, not one company studied in any industry reached a level of CX excellence.

Finding the CX Needle in the Haystack

So, what does it take to leverage all that data to improve the customer experience? It requires a data overhaul; effective analytics of that data and new AI-based tools to better engage with customers.

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