Autore: Gian Carlo Mocci

Patient Experience: 3 fattori chiave

su da Gian Carlo Mocciin Customer Experience, Customer Journey

Now, more than ever, patients can choose their plans and providers. As the healthcare industry evolves, so must the marketplace. Providers are feeling pressure to come up with new and innovative ways to offer personalized experiences that don't end in the examination room. Patients and members are 4x as likely to switch if they can find their “ideal experience”

AICEX: Utenti, Clienti, Pazienti … sono tutte Persone 🙂 

Empowered consumers have increasing access to experiences that put them at the center of an ecosystem of connections and interactions that anticipate and evolve with them.

Guests of the W hotel can book a stay on the website, get notified by SMS when their room is ready, and walk into their room using the beacon in their phone to unlock the door. In healthcare, members and patients are already expecting a similar experience. The last few years have removed barriers to changing providers, and consumers are taking advantage. A recent study found, consumers are four-times as likely to choose a new provider if they find one that offers their “ideal experience”—and that ideal experience is bigger than the clinical elements. It includes supporting the patient through easy, engaging interactions, and a contextual understanding of the patient’s needs.

Digital health startups are racing to provide this experience. In 2015, they attracted $4.5 billion in venture funding, accounting for 7% of venture funding. Fitbit attracted attention in 2015 when it became one of the first consumer-focused health startups to IPO. Its devices turn users into a “quantified self.” Companies can connect this information with additional data sources and use big data tools to monitor wellness trends. While 2016 has been off to a rough start for the wearables maker, CEO of FitBit, James Park, feels two new products, the Blaze and the Alta, will put them back on the path of building shareholder value.

Overall, healthcare is still in the early stages of digital transformation. While there is much activity in the burgeoning digital healthcare start-up space, enterprises have been slow to adapt. Large payers and providers still lag behind in designing experiences that meet consumer expectations.

The patient experience offers an opportunity to take some of difficulty out of the often stressful experience of receiving healthcare. More importantly, it can help patients become more engaged with their health and help doctors become more engaged with their patients—supporting better outcomes, and helping patients lead happier lives. But what is it that customers are expecting in terms of experience? Here’s what our research shows:

1. “SUPPORT ME”

Personalization is of particular importance in health care, emphasizing the human dimension of the patient-provider relationship. Enterprise platforms like Adobe Experience Manager can deliver many of the capabilities required for large organizations, but connecting internal systems may be the real challenge. Organizations must demonstrate (across channels) that they know who the patient is, what they have done in the past, and what is happening to them now—and this is no easy task. Legacy systems and organizational barriers need to be examined and reimagined.

The goals are to:

  • Provide the right information at the right time instead of generic content.
  • Save the patient from repeatedly providing the same information again and again.
  • Create omni-channels that never lose track of who the member is and what their needs are when they jump between on- and off-line.

2. “SUPPORT ME WITH (THE RIGHT LEVEL OF) INFORMATION”

In our always connected world, more and more patients want information as soon as it’s available, so systems and operations must be aligned to this imperative. But the type of information—clinical or administrative, routine or life-altering—should primarily drive the delivery. Context plays a key role. Messages to mobile devices may be received and viewed in a wide range of circumstances Overall, it’s important to:

  • Match the level of detail to the channel, content, and experience.
  • Provide the ability to drill down into more details or information on how to get them.
  • Consider providing links to educational material to help patients decipher technical information.

Delivering the wrong level of detail to patients can drive high-cost interactions such as emailing a doctor, an unnecessary phone call, or worse.

3. “SUPPORT ME BY MAKING THINGS EASY”

Make it easy to engage. Ease-of-use has long been a driver of adoption and subsequent brand loyalty, regardless of industry. An easy transaction can make a big and lasting impression on customers—as can a difficult one. Get the basics done well. For routine care, it will encourage more frequent touch-points, and for patients with chronic conditions as it will allow them to focus on treatment. Patients want to easily communicate with their doctor, make appointments, refill prescriptions view test results, and discuss and pay their bill.

Providers also need to make it easy for patients to move from the digital world to the offline world and vice-versa. Health care is moving beyond the hospital and medical office. Consumers are expecting providers to connect the experience of an office visit with services they access on the move.

The clinical experience will remain the leading driver of satisfaction, but it’s important to mind additional drivers as well. All three of these customer experience factors have one major thing in common: they can all be addressed with a strong digital strategy. Providing customers and patients with a seamless digital experience across websites and devices, both in and out of the examine room, from the moment they book an appointment to the time they get a clean bill of health, will encourage adoption, word-of-mouth recommendations, fierce loyalty, and most importantly, improve lives during some of their most difficult times.

SOURCE: 3 Customer Experience Factors Affecting Healthcare and How to Improve Them

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I segreti dello share

su da Gian Carlo Mocciin Customer Neuroscience, Marketing, Loyalty, Social, Media, MobileLascia un commento
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AICEX: ci piace la frase finale “… if the most highly regarded values on social are driven by emotion, ego, insight, intrinsic fulfillment – not coupons, deals and discounts – how do rethink your marketing strategy with the goal of blowing through the content shock?”
Although the actual act of sharing online is simple, the affect on your relationship-building efforts is huge. The act of sharing content actually helps others process your information better. Because of the implied commitment, those who share pay closer attention to what they are sharing. Another New York Times study on sharing found that:
  • 73% of participants say they process information “more deeply, thoroughly, and thoughtfully” when they share it.
  • 85% say reading content that others share helps them understand and process information and events.
  • 49% say sharing allows them to inform others of products they care about, potentially changing opinions or encouraging action.
So by creating ideal conditions for content-sharing, you build power for your brand AND create new value by helping your audience understand you and become authentic evangelists for your products and ideas.  Obviously, getting to this cannot be reduced to SEO techniques or “buy-ten-thousand-Tweets” schemes to drive traffic.Mark Schaefer says, “Shareability requires connection of some kind; your content must fill a need or perhaps even reflect on a trusted relationship.“
There are any number of pieces of content that go viral on the Internet due to luck. One of my favorite sayings is “Cats win the Internet!” But only a few of them really take off.  Who knows why? In any case, you shouldn’t build the focus of a strategic effort on getting lucky. Leverage best practices and learn some of the techniques you can apply to give your content its best shot.  One of these is the recognition that most of the value created on Social every day is not economic. The bulk of folks on Facebook are not there to be more profitable!
Emotion is at the core of the idea of social….social has a number of definitions and nuances as a word, but in this context the meaning is “Attitudes, orientations, or behaviors which take the interests, intentions, or needs of other people into account (in contrast to anti-social behaviour)…” People share when they feel joy, fear, uncertain or passionate about something. One study discovered that purely emotional content performed about twice as well as strictly rational content. This part of human personality benefits from the addictive nature of connecting, storytelling and commiseration. The reward for passing on content is intrinsic and rewarding in ways that cannot be bought. Lee Odden, CEO of TopRank Marketing, says “The most important characteristic of content marketing today is not quality or quantity. It’s insight. And that is the differentiator lacking most everywhere.“
So, if the most highly regarded values on social are driven by emotion, ego, insight, intrinsic fulfillment – not coupons, deals and discounts – how do rethink your marketing strategy with the goal of blowing through the content shock?  This is a tough nut to crack and a challenging mindset to take.
Is building deeper relationships with your customers a big goal for you? How are you going about it?

SOURCE: Fascinating Sharing Secrets You Need to Know – http://wp.me/ph7Ft-d9

L’impatto delle recensioni sull’e-commerce

su da Gian Carlo Mocciin Customer Journey, Social, Media, Mobile2 commenti

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AICEX: in alcuni ambiti il “passaparola” conta poco 🙂

Sometimes when we want to buy something we are not used to, we get lost and wonder what to choose from the large list available in the market. In such cases, people usually tend to ask someone they know for a recommendation. This experience is still relevant in online shopping. But instead of asking friends and relatives about recommendation, people now turn to reviews to learn from others’ experience.

Reviews have become one of the first things an online customer would look for before making a purchase. With the quick spread of information, people share their purchase experience with others, bad or good. In some cases, customers search for reviews even before checking the product.

Importance of reviews and how they impact the purchase decision has become subject to a lot of scientific studies. Reviews in eCommerce have taken the position of word of mouth concept known in old marketing and how others’ opinion affects trust and purchase decision.

A group of researchers from Manning School of Business University of Massachusetts Lowell, Department of Operations and Information Systems, has led a new study to investigate the power of reviews or what the researchers referred to as “power of crowd”.

In recent years, reviews have proliferated and become one of the main factors of business trust and ultimately purchase decision. That’s why businesses should pay much attention to the user experience, and keep track of their reputation online. As stated by the study which is published in a Journal of Internet and e-Business Studies “Ensuring trust and maintaining popularity has a big impact on the future sales of businesses.”

The impact of word of mouth was restricted to person to person or to a small group of people, but the impact of reviews now has gone broader. Researchers stated that “The technology makes the cost of distributing information cheaper and more efficient. In online markets it breaks time and geographical boundaries for online shoppers”.

Always, the challenge of business success is trust, and e-business isn’t an exception. “When consumers make transactions online or explore a website, more often than not they do not know the persons or vendors they transact with. E-commerce brings challenges into the traditional trust constructing processes… Trust plays a key role in business-to-consumer (B2C) and business-to-business (B2B) online transactions, which affects the success of business for Web vendors.”

Online customers would imitate a customer’s experience. Thus, reviews then affect the consumer buying behavior and help the customer make informed consumer purchasing decisions. As stated by the research “Other consumers benefit from these evaluations and can now make better informed decisions about the sellers and the products they sell.”

Researchers stressed out that “Consumers are frequently influenced by online reviews and tend to mimic others’ behaviors. Group mimicking behaviors refer to the situations in which people include information from users’ behaviors and disregard their own information when they make decisions.”

As a business, you don’t complete hand on your reputation, but consumers make it. The study showed that “The opinions of consumers on the trustworthiness of sellers and the quality of product can be formed by online reviews. It implies that the popularity of a product or service can generate potential sales and revenues.”

To understand the effect of crowd on trust, researchers have taken hotels as a sample to study. They found that “the popularity of a hotel is positively correlated with the size of crowd following the business, and also impacted by other factors, such as price, location star levels, etc.” Yet, they mentioned that “5 star hotels are not necessarily more popular than 4 star hotels, and 4 star hotels are not more popular than 3 star hotels…and so on so forth… We find that the popularity of a hotel can be explained by consumers’ satisfaction on hotels’ value, location, and cleanliness.”

For online business, word of mouth has been changed to reviews. Business reputation and customers’ purchase decisions are impacted by others feedback and shopping experience. So, for a successful online presence, businesses should not ignore reviews and they should invest in improving any poor experience mentioned by users.

SOURCE: Impact of Consumer Reviews’ on e-Commerce Business – http://wp.me/p4HJXH-3X

Customer Experience, il futuro è già qui!

su da Gian Carlo Mocciin IoT, Data, Analytics

BlogColetti

AICEX: Siamo solo all’inizio dell’era dell’Internet of Things. Diventa sempre più sfidante e allo stesso tempo decisamente intrigante immaginare cosa ci riserverà veramente il 2054.

Nel celebre film Minority Report famosi brand come Guinnes, American Express, Lexus, Bulgari e Gap facevano proposte marketing personalizzate al protagonista John Anderton[i] che veniva identificato tramite la scansione della retina da un enorme scanner di forma sferica, il quale riconosceva in tempo reale tutti coloro che entravano in un Mall e visualizzava lungo il loro tragitto solo pubblicità personalizzata.

La pellicola, ispirata dal racconto breve “Rapporto di minoranza” di Philip K. Dick, è uscita nel 2002. Il regista Steven Spielberg e gli sceneggiatori decisero di ambientarlo in un mondo 50 anni più avanti; convocarono quindi un team di futurologi, tra cui alcuni esperti del MIT di Boston, affinché immaginassero un 2054 non troppo inverosimile.

Oggi, alla luce degli sviluppi della Internet of Things, è facile dedurre che questi visionari hanno fallito le previsioni spostando troppo in avanti la fattibilità di alcuni mirabolanti effetti speciali.

Il riconoscimento facciale è già una realtà e viene usato per la lotta al crimine in molti ambienti, anche se non utilizza la scansione retinica, fornisce comunque dei risultati soddisfacenti in tempi accettabili. La IoT sta generando una gigantesca rete dove i corpi, muniti di appositi device, e gli ambienti possono interagire tra di loro per dare vita a nuove e sorprendenti customer experience, intorno e addosso al cliente proprio come nel film. Utilizzando opportunamente tutti i device e i big data di un network always connected, si generano nuove opportunità di business grazie ad un engagement straordinariamente targettizzato che si estende potenzialmente ad ogni momento della vita di un cliente come non è mai accaduto prima.

Come per gioco, provando a mettere assieme alcune tecnologie già esistenti, ed immaginando lo scenario di un hotel o di un Mall come nel film, possiamo capire come sia possibile per un utente interagire e comunicare:

Chi sono
Un cliente che entra in un hotel o in un negozio oggi può essere riconosciuto in molti modi. L’utilizzo di beacon che dialogano con lo smartphone è il modo più semplice. Ma non è l’unica tecnologia disponibile. Indossando ad esempio il braccialetto della canadese Nymi [ii](che consente l’autenticazione univoca di tipo strong del portatore, compresi i parametri biometrici) potrebbe evitare la noiosa registrazione al banco check-in. Infatti, grazie all’integrazione con Salesforce[iii], il cliente sarà riconosciuto automaticamente. Gli addetti al ricevimento visualizzeranno la sua foto sul monitor e con un semplice click effettueranno il check-in che verrà notificato al braccialetto il quale si illuminerà e vibrerà. Il cliente sarà riconosciuto ovunque negli ambienti. Ad esempio, al casinò sapranno esattamente qual è il suo drink preferito e a quale tavolo è solito sedersi, la gestione della sua personale linea di credito e il caricamento delle vincite sarà completamente automatico. Check-out super fast garantito all’uscita dell’albergo.

Dove sono e dove devo andare
I servizi di localizzazione con tecnologia mista, consentono di conoscere la propria posizione sullo smartphone o su pannelli multimediali anche indoor e di guidare il cliente verso uno specifico punto. Ma grazie agli IoT siamo un passo avanti. Infatti il cliente può ricevere un feedback tattile nel caso stia sbagliando percorso. Indossando le sneaker Lechal[iv] della Ducere o la giacca Navigate della Wearable Experiments[v] percepirà precisi stimoli tattili (piccole pressioni e vibrazioni) che lo condurranno dritto alla meta come se fosse accompagnato da un cane guida. Addirittura tali device potrebbero indicare la direzione verso quel negozio che ha un’offerta speciale customizzata solo per lui.

Di cosa ho bisogno in questo momento
Anche in questa circostanza l’iterazione tra device, wearable nonché un formidabile team di data scientist  consentirà di conoscere i bisogni del cliente basati sulle loro preferenze ed abitudini. Il MagicBand[vi] della Disney, ad esempio, ha totalmente rivoluzionato il modo in cui i visitatori si muovono attraverso i parchi Disney World. Mediante questo coloratissimo braccialetto è possibile aprire la stanza del resort, evitare le code al FastPass gate, pagare ai ristoranti, collegarsi con il Disney PhotoPass e scoprire alcune sorprese personalizzate che si paleseranno all’apertura di scrigni “magici” semplicemente avvicinando il bracciale. Starwood[vii] ha scelto invece un app per l’Apple Watch & iPhone ed offre ai clienti fidelizzati SPG la possibilità di fare il check-in ed aprire la porta della camera con il proprio device in alcuni hotel del gruppo.

Come mi sento
Non sarà di certo facile ottenere il permesso di monitorare lo stato fisiologico dei clienti, ma molti protagonisti del wearable (Apple[viii] e Jawbone[ix] per citarne due) consentono agli utenti di condividere il battito cardiaco o il proprio stato d’animo con gli amici e sollecitano un reaction feedback al raggiungimento di obiettivi o come mood del giorno.
I CMO sono super eccitati solo al pensiero di poter inviare delle sollecitazioni marketing solo quando è il “moment” giusto.

Come reagisco agli eventi
Da un paio d’anni esistono software per il riconoscimento delle espressioni facciali. Catalin Voss della Stanford University ha realizzato un software chiamato Sensation[x] capace di leggere 76 punti distinti sul volto di una persona ed utilizzando una logica complessa di calcolo è in grado di determinare il suo stato emotivo. Il Fraunhofer Institute in Germania ottiene lo stesso risultato con il suo SHORE[xi]. Entrami hanno applicato intelligentemente le loro soluzioni ai Google Glass per ottenere un feedback costante, questo prima che il progetto di bigG andasse in standby in attesa della versione 2.0. La buona notizia è che Fraunhofer sta per rilasciare un’app per Android con le medesime capacità.

Se adesso qualcuno si sta chiedendo se siamo già pronti anche per muovere oggetti virtuali fluttuanti su schermi 3D come faceva  John Anderton è sufficiente dare un’occhiata a Epson Moverio BT-200, Thalmic Lab Myo armband e Meta Glasses per avere una risposta più che soddisfacente.

Giuseppe Coletti – IoT Advisor at AICEX Customer Experience Italian Association