Turning Employees into Crusaders!

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Turning Employees into Crusaders!

• Assisted Living Concepts
• September 26, 2008

Anthony Cirillo, FACHE, ABC www.4wardfast.com
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WOM
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Word of MouthThe Employee ExperienceData
CollectionAudit the Employee ExperienceEmploye
e Brand Image
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Harvard and McKinsey says

• 2/3 economy influenced by word-of-mouth
• one word-of-mouth 600 advertising exposures
• 71 prefer friend recommendation over
  advertising

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Psst. I hear Assisted Living Concepts is the
place to work.
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Customer Crusaders(think Apple, Harley, Saturn)

• Buy your products and services
• Passionately recommend you
• Offer unsolicited feedback
• Come to your defense

If theyre not a loyalist they could be a
antagonist.
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Word of mouth influences employer choice.
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Word of Mouth

• In many cases, WOM isn't actually "marketing" at
  all. It's great customer service that earns
  customer respect.
• Andy Sernovitz
• CEO, Word of Mouth Marketing Association

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2 cents a cup 20 cents a cup 1cup
The Experience Economy B. Joseph Pine II,
James Gilmore
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Fred Lee If Disney Ran Your HospitalACHE
Book of the Year

• Patients judge their experience by the way they
  are treated as a person not by the way they are
  treated for their disease.
• Patients reserve their good word of mouth and
  loyalty for hospitals where they feel their needs
  were anticipated and met by a courteous caring
  staff.

Deliver on the brand promise!
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A great employee experience fuels a great
patient experience that fuels great word of
mouth.
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Delivering a Great Experience Starts With

• Data Collection
• Auditing the Experience
• Recognizing the Employee as a Brand

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Data Collection
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?
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Know the whole employee.Recognize the whole
employee.
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Every time your company touches a customer, they
either become a little more, or a little less
engaged but they never stay the same. John H.
Fleming, Ph.D., and Jim Asplund
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Admission
Inquiry
Evaluation
Tour
Calling on the phone. Going to the web. Showing
up unannounced. Referral source calls.
Scheduling Greeting Tour touch points Questions Me
et ED Follow Up
Nurse assessment Orientation Interest and
activities Room selection Move in
Visit CMS state sites. Google facility. Ask for
references. Talk to referral sources. Talk to
caregiver groups, families, employees.
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Inquiry
Inquiry
Calling on the phone. Going to the web. Showing
up unannounced. Referral source calls.
Go to church with someone who works there. A
friend had rehab there and was discharged.
After interview, they may add
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Toward Solutions
Caregiver Expectation
Actual Experience
Touch point
I called and wanted immediate appointment. I
arrive on time and we get started.
Direct dial number always answered with immediate
appointment. Appointment clearly scheduled and
assigned to someone.
They didnt know where to refer me. I was
left waiting 30 minutes.
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Customer Delight
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Hiring andOrientation
Hiring and Orientation
Letter confirming. Physical. Orientation. Get to
work!
Invite to lunch with boss before start. Meet
the family. Involve current employees who can
send e-mails, cards, call. Reserve a parking
space for the first day.
After interview, they may add
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Audit the experience and envision the ideal
experience.
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Whats Your Job

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Why a Brand is Important in Business
A Brand Bought Emotional Bond High
Visibility Unique Worth More Evolves Creates
Buzz Relevant
A Product Sold Emotionally Neutral One among
many Ordinary No perceived extra
value Stagnant No Buzz Little Relevance
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Why a Brand is Important in Your Career

• Mindset of a personal brand
• Work for yourself
• Internal security
• Marketing plan
• Market
• Differentiating
• Strategy
• Relationships
• Network
• Long-term plan
• Sound bites
• Packaging
• Visible
• Self-measurement

• Other mere mortals
• Work for a boss
• External benchmarks
• Resume
• Clients, co-workers, mgt.
• Fitting In
• Hard work
• Transactions
• Solo
• Short-term reactionary
• Business jargon
• Clothes
• Low profile
• Performance review

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Individuals Have a Brand!
Don't recognize the fact that we are a brand.
Do not take the time or make the effort to
think about how we communicate our brand
personalities to others.
Lets take the brand attribute test!
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Each of us has a brand image.Reflect it and put
a personal stamp on our work.
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The Package
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Whats in a Name?
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Whats in a Look?
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Whats in a Look?
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What Did You Say?
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Mastermind Group
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Job Security

• Building Job Security Strategies for Becoming a
  Highly Valued Contributor
• Broscio/Scherer, Journal of Healthcare
  Management, Vol. 48, No. 3, May/June 2003
• Keep a change journal of new and different things
  taking place at your organization.
• Develop a strong internal network.
• Find a mentor.
• Ask for feedback.
• Ask yourself do I produce value everyday?
• How you conduct yourself is as important as the
  results you get.
• Adapt / Learn / Create new roles.
• Know how to interpret and meet vaguely
  articulated expectations.
• Uncover unmet needs and solve them in your area
  and others.

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Word of mouth influences employer choice.A
great employee experience fuels a great patient
experience that fuels great word of mouth.Know
the whole employee. Recognize the whole
employee. Audit the employee experience and
envision the ideal experience.Each of us has a
brand image. Reflect it and put a personal stamp
on our work.Have purpose.
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Have Purpose
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• Marketing Strategy
• Marketing Audits
• Medical Tourism
• Market and price monitoring
• Integrate CRM tools and continuous feedback
  tools
• Design price packages based on customer wants
  and align to value
• Integrate organizational goals into pricing
  approaches as a component of marketing
  strategy
• Develop communication templates to tell the
  price story
• Customer service training to support consumer
  driven healthcare
• Tools and templates to tell the other side of
  the price story (i.e. economic impact
  studies

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Questions
Anthony Cirillo, FACHE, ABC1-704-992-6005 ciril
lo_at_4wardfast.com www.4wardfast.com www.anthonyss
ong.com http//sickoh.blogspot.com/ http//antho
nyssong.blogspot.com/
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